The Insurance Marketer

Kathryn Smith, Managing Director of Marketing at Jencap, joins Jim Flynn and Leslie Castillo to unpack how search and marketing are evolving in an AI-driven world. From credibility and authenticity to short-form content and teaching algorithms, this episode explores how marketers can adapt their strategies to solve real audience problems and stay visible in modern search. Tune in to this episode of the IMCA peer2peer podcast.

Jay Williams and Kristin Chylak join Jim Flynn and Leslie Castillo to discuss why understanding insurance fundamentals is critical for marketing success in the insurance industry. From decoding industry jargon to navigating the insurance life cycle and key financial metrics, this episode explores how IMCA’s Introduction to Insurance for Marketers course helps new and seasoned marketers onboard faster, communicate more effectively, and add greater value to their organizations. Tune in to this episode of the IMCA peer2peer podcast from ONEFIRE to learn how foundational knowledge can unlock stronger marketing performance.

Lisa Kuzmar, Senior Vice President of Marketing at Amwins, joins Leslie Castillo and Jim Flynn to share insights from her intentional career journey in B2B marketing. From moving between agency and corporate roles to scaling high-performing marketing teams, Lisa offers practical advice for emerging leaders on advocating for themselves, building strong cross-functional relationships, and aligning marketing efforts with business goals. Tune in to this episode of the IMCA peer2peer podcast from ONEFIRE for real-world lessons on growing a marketing career with purpose.

Andy Crestodina, Co-Founder and CMO of Orbit Media, joins Jim Flynn and Leslie Castillo to explore how AI can transform the way marketers understand brand perception and analyze competitors. Tune in to learn how to leverage AI to refine your brand strategy and stay ahead of the competition.

Andrea Belk Olson, behavioral scientist, speaker, author of What to Ask: How to Learn What Customers Need But Don’t Tell You, and CEO of Pragmadik, joins Jim Flynn and Leslie Castillo to discuss what truly drives customer decisions—beyond surveys, feedback forms, and NPS scores.

Andrea shares vivid examples that show how perception drives pricing and decision-making. Listen to this episode of the IMCA peer2peer podcast from ONEFIRE to learn how shifting your mindset from products to customer context can transform your approach to value creation.

Cassie Geske from Gallagher joins Jim Flynn and Leslie Castillo to discuss the Women in Leadership Series. They explore how the program began, why authentic communication and vulnerability are key to building trust, and how inclusivity creates stronger communities. Cassie also shares strategies for engaging audiences, metrics that measure success, and what’s next for the series. Tune in to this episode of the IMCA Peer to Peer podcast from ONEFIRE for insights into fostering meaningful leadership connections.

Peter van Aartrijk from Aartrijk joins hosts Jim Flynn and Leslie Castillo to examine the power of core values in shaping organizations. From guiding employee behavior to strengthening brand differentiation, Peter unpacks how authentic values influence culture, leadership, and collaboration across departments. Curious about how core values can help your organization stand out and stay aligned? Tune in to this episode of the IMCA peer2peer podcast from ONEFIRE.

Jessica Marshall, Chief Marketing and Communications Officer at CRC Group, joins Leslie Castillo and Jim Flynn to unpack the complex process of rebranding. From securing stakeholder buy-in to navigating the emotional aspects of branding, Jessica shares insights on visual identity, internal challenges, and the key differences between rebranding internally versus through acquisitions. Interested in learning how to approach rebranding with confidence and clarity? Listen to this episode of the IMCA peer2peer podcast from ONEFIRE.

Rod Hughes, president of Kimball Hughes Public Relations, joins Leslie Castillo and Jim Flynn to discuss the critical role of crisis communications in protecting an organization’s reputation. They dive into why companies must prepare for internal crises, how to build an effective crisis team, and the importance of monitoring potential red flags. Interested in learning how to strengthen your crisis communications and protect your organization’s reputation? Listen to this episode of the IMCA peer2peer podcast from ONEFIRE.

Ilya Filipov, who leads Go-To-Market Strategy for North America for Cogneesol and the Alliance Initiative for Armilla AI, joins Jim Flynn and Leslie Castillo to discuss how AI is reshaping marketing strategies in the insurance industry. Together, they explore the evolution of AI, practical applications in campaign development and predictive modeling, and the growing role of chatbots. Interested in learning how to navigate the overwhelming AI landscape and maximize its value for marketing? Listen to this episode of the IMCA peer2peer podcast from ONEFIRE.

AI Tools From Ilya
Perplexity | Research and outlining for briefs
ChatGPT | Research and outlining for briefs
Microsoft Copilot | Writing and editing inside the Office suite
Google Gemini | Writing and editing inside the Google Workspace suite
Grammarly | Quick polish/editing
Canva (Magic features) | AI design; fast landing pages/creative; repurpose content
Adobe Express / Adobe Firefly | Brand-safe generative assets
Descript | Audio/video editing, clipping, repurposing
Riverside | Audio/video recording and editing, clipping
HubSpot AI Assistants & Predictive Scoring | Drafting help; lead/engagement scoring (“Likelihood to Close”)
Salesforce Einstein (Copilot; Lead & Engagement Scoring) | Drafting/assistant; lead and engagement scoring
Zapier | No-code integrations/automation; stitches tools and data; iPaaS option as you “run”
Replit | Rapid experimentation/coding; spin up small AI prototypes or automations
6sense | In-market prediction and account/lead prioritization
Demandbase | In-market prediction and account/lead prioritization
RetentionX | Churn/renewal risk detection
ChurnZero | Churn/renewal risk detection
Persado | Content/offer personalization (tone, emotion, message)
Seismic Aura AI | Content/offer personalization beyond subject-line testing
Seventh Sense | Optimal send-time modeling for email
Iterable AI Optimizer | Channel and timing optimization
Coveo Relevance Cloud | Next-best-product recommendations / cross-sell
Hi Marley | SMS texting for claims and service with quick human handoff
Tarmika | Small-commercial multi-carrier quoting/rating from one intake
Drift | Lightweight website chat for FAQs, meeting booking, routing
PolyAI | Voice-first conversational AI for contact centers with seamless agent handoff
Talkdesk | AI voice assistants/contact-center automation with live-agent escalation
MuleSoft | Connector/iPaaS to move data between AMS/CRM/marketing systems
Boomi | Connector/iPaaS to move data between AMS/CRM/marketing systems
Workato | Connector/iPaaS for data flows and automation
Resonate.io | Audience insights and customer intelligence platform; psychographic segmentation, audience targeting, campaign personalization