Resurrecting partnerships through data and trust: Turning dormancy into revenue

Data is the backbone of modern marketing, but not all organizations know how to best harness it to deliver maximum impact. On the most recent episode of the Marketer’s Alchemy podcast, our host sat down with marketing expert Joshua Brost to hear how his team uses data not only to reach the right audiences but also to strengthen long-term relationships with partners and small business customers.

What’s inside this episode

For Pie, marketing is uniquely complex, balancing a B2B motion that enables independent insurance agencies with a B2C motion that speaks directly to small business owners. Each approach demands different data inputs, from firmographics and book-of-business size for agencies to risk profiles, industry types, and lifecycle signals for small businesses.

“We try to live and die by the rule: right message, right person, right time,” Joshua explained.

Safety First, Then Pie Insurance: An exercise in brand building

When Joshua joined Pie, marketing leaned heavily on performance tactics. While effective, the team recognized that insurance is a commodity product, and standing out requires more than cost efficiency.

“In small business especially, trust is key,” Joshua shared. To build that critical trust, Pie launched a brand campaign called “Safety First, Then Pie Insurance,” flipping the script on traditional coverage ads by humorously highlighting prevention.

The investment proved worthwhile. Whether it’s acquisition, retention and partner engagement, as Joshua puts it, “when brand is done right, “all boats rise.”

Measuring impact with MAPS

Brand marketing often suffers from attribution challenges, particularly when investments span TV, radio or connected platforms. Pie’s solution was to build an in-house attribution model, MAPS, which stands for Marketing Attribution for Partner Submission. The model gave the company new clarity on what channels truly delivered ROI, leading to spend shifts, moving away from linear TV and radio and toward connected TV and targeted audio where returns have been significantly stronger.

Other topics explored in this episode include:

• X-Dates: Data plays a central role in Pie’s strategy, with tools like policy expiration dates (aka “X-Dates”) and behavioral signals guiding the timing of outreach and improving relevance.
• E-commerce tactics reimagined: Pie adapted “abandoned cart” tactics to follow up on unbound insurance submissions, leading to a measurable lift in conversion rates.
• Raising the dead: To re-engage inactive agency partners, Pie launched what they’ve internally nicknamed their “Zombieland” campaign, which has already generated over $3 million in premiums by reviving dormant relationships.
• Targets and timing: The company’s overarching philosophy is to deliver the right message to the right person at the right time, blending data-driven science with authentic storytelling.
• Authenticity above all else: Brost emphasizes that authenticity is essential in marketing, making genuine care as important as data insights; the best marketing reflects a genuine commitment to customer outcomes.

Even with advanced models and sophisticated tools, Joshua believes data alone isn’t enough. “You can’t fake giving a damn,” he said. Manufactured authenticity falls flat; customers and partners can spot it instantly. The most effective marketing blends data with genuine care, ensuring strategies don’t just scale, but resonate. When used responsibly, the right insights don’t just improve attribution models or campaign performance; they build trust, loyalty and long-term growth.

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