From central strategy to local activation
CM's strategic and operational partner for marketing automation transformation and customer engagement optimisation.
Christelijke Mutualiteit (CM) is one of the largest healthcare mutual insurances in Belgium, serving millions of members across the country through a highly decentralized organizational structure. The organization operates with a central marketing team in combination with 19 regional marketing teams, each with their own operational dynamics and local activation needs.
CM Ziekenfonds · Healthcare · Health Insurance · Belgium
"CM aimed to improve the conversion of leads generated through simulations, insurance applications and other digital touchpoints. Drop-off throughout the customer journey was high, and re-engaging potential members remained difficult."
We started with an agile, MVP-driven approach to accelerate time-to-value. Within 8 weeks the first version of Oracle Eloqua was implemented, including foundational integrations with Siebel CRM and onboarding of the regional marketing teams. From there, the partnership evolved from implementation towards a broader strategic and organisational transformation.
Does this sound familiar?
- •High drop-off throughout the customer journey, from simulation to application.
- •Re-engaging potential members was not personalised or data-driven.
- •A central team and 19 regional teams, each with their own dynamics and needs.
- •A need for more than tooling: strategy, operating model, data activation and adoption.
What we did.
Marketing automation & AI
Nurture flows to reactivate disengaged prospects and form abandoners, highly performant email engagement programs and always-on campaigns, and an evolution from batch-based CRM integrations towards real-time data activation.
Segmentation & journeys
Advanced audience segmentation based on behavioural and lifecycle signals, with optimisation of customer journeys and conversion moments throughout the funnel.
Training & adoption
Enablement and training for regional key users and the central marketing organisation. Regional teams operate autonomously within a centrally governed marketing automation framework.
Strategic advisory
Advisory on campaign orchestration, customer engagement and conversion optimisation, with continuous optimisation cycles and a strong focus on sustainable adoption across the organisation.
What it delivered.
The people who almost became clients. Made clients after all.
"We noticed a rising drop-off rate among CM members in the online premium calculation. BeBold gave us the opportunity to retarget this group in an efficient and personalised way."
"BeBold has proven to be a knowledgeable partner. They can handle both the technical implementation and the strategic marketing advice."
Every funnel has a leak. We find it.
We almost always begin with a GTM scan, a thorough review of your funnel, your data and your automation. Only once we know where things go wrong do we start building.
