BAG · Marsh McLennan Agency · Business Insurance & Employee Benefits

Email with Awareness

Intentional phrasing, framed to the client you’re actually reaching out to.

Outreach works when it reads the buyer. Pick the buying influence, mode, what they value, and the timing — the builder frames the most effective email on the 5-Step Gold for Ghosting response system. Works for any industry — you bring the specifics.

① Research Assist — do your homework first
What to look for →

Role tells you what they think of the problem. Mode tells you how they feel about it.

Title tells you the Influence:

  • Owner / CFO / CEO — owns total cost of risk = Economic
  • HR / Benefits / Operations — lives with it = Impact Owner
  • Risk Manager / Legal / Procurement = Guardian
  • Controller / office manager / champion = Coach

Signals tell you the Mode:

  • growth, hiring, expansion, new locations = Growth
  • a claim, a rate hike, renewal crunch, turnover = Trouble
  • steady, renewal months out, routine = Even Keel

Read the results, then set the dropdowns below yourself.

② Read the lead — then let the agent think

Tip: mode and timeline usually move together — the builder will suggest a matching mode when you change the timeline, but you can override it.

🧠 AI Thinking
✉️ Generated Email
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BELIEF · ACTION · GRACE
Automating intentionality, not responses.