Always Be Marketing: The Mindset Shift Insurance Professionals Need in 2025
Let’s get this out of the way upfront:
“Always Be Closing” “ABC’s” of Sales still has its place.
Asking for the sale is part of the job, and a critical one at that. Whether you’re helping someone enroll in a Medicare plan or choose the right life insurance policy, closing is how we turn conversations into clients and value into revenue.
But here’s the thing: in 2025, the way people buy insurance and the way they choose an agent has changed. It’s not about high pressure pitches or end, of, call ultimatums anymore.
It’s about trust. It’s about visibility. It’s about value.
And that’s why the new mantra is:
Why “Always Be Marketing”, ABM Matters More Than Ever
Marketing isn’t just something you do when business slows down.
It’s what creates the business in the first place.
When you show up consistently, online, in your community, in people’s inboxes, you build familiarity and credibility long before someone picks up the phone or clicks “Schedule a Call.”
In today’s world, your marketing is your first impression.
The Modern Insurance Funnel: From Stranger to Superfan
Here’s how it works when you’re in the ABM mindset:
- A Facebook ad or short video catches someone’s eye.
- They download your “Medicare 101 Checklist” or sign up for your webinar.
- Your email series educates, answers questions, and builds trust.
- SEO Matters- They reach out, already feeling like they know you.
- You guide them to the right solution, and yes, you close the sale.
All of that? Marketing. And it works.
Social Media Is the New Warm Call
Let’s be honest, nobody’s picking up random phone calls these days.
But your potential clients are scrolling:
- YouTube
And when they see your face, hear your voice, and get real, helpful insights from you? You’ve already started the relationship.
Post consistently. Be authentic. Educate generously.
You don’t need to go viral; you just need to be visible.
Seminars Still Work, Snacks Optional, but Encouraged
Hosting a seminar or webinar is one of the most effective ways to connect.
In-person Medicare 101 sessions, virtual Q&As, and retirement workshops all provide value first. And when people trust you as a guide, the “sales” part feels natural, not pushy.
Bonus: People remember who fed them. Never underestimate the power of coffee and donuts.
Don’t Forget About Email (It’s Still Gold)
Think email is outdated? Think again.
A well-crafted email campaign is like a silent salesperson working around the clock. It can:
- Welcome new leads
- Share testimonials
- Remind clients to review their coverage
- Offer timely tips and updates
Automated, helpful, and consistent content is the unsung hero of the ABM strategy.
Yes, Closing Still Matters
Let’s not throw the baby out with the briefcase.
“Always Be Closing” isn’t wrong, it’s just not the whole story.
When your marketing has done the job of warming up your leads, asking for the sale becomes simple. You’re no longer a stranger; you’re the trusted expert they’ve been learning from for weeks.
The best closers? They’re backed by even better marketing.
Build the Brand, Fill the Funnel
In 2025, it’s not about pitching harder; it’s about showing up smarter.
- Build your brand.
- Stay visible.
- Educate first.
- Nurture leads.
Then, when the moment comes to say, “Are you ready to move forward?”, the answer will more often be: “Yes, I’ve been waiting to talk to you.”
So go ahead and close, but always be marketing.
Ready to Grow Your Brand?
At Pinnacle, we believe that marketing isn’t optional; it’s essential. Whether you need help building your funnel, creating content, running seminars, or standing out on social media, our marketing team is here to support you every step of the way.
Contact your Pinnacle Financial Services team member today at 800-772-6881 or sales@pfsinsurance.com to start growing your brand and taking your business to the next level.
Not Contracted with Pinnacle- Get set up today: Spot Sign
Need Proven Lead Program- Leads & Marketing
Vice President, Marketing
