Article - 2 Min Read
5 Questions with Cammy Lawrence, Head of Annuity Analytics for Retail Annuities at New York Life.
By Retail Annuities Marketing
1. How do you use data analytics to refine marketing strategies for third-party distribution?
Data is at the heart of our strategies. It’s not just about looking back at what worked—it’s about using insights to make smarter, more targeted decisions moving forward.
By understanding advisor engagement patterns, product preferences, and past production, we can tailor our outreach to be more relevant and valuable. This ensures advisors receive timely, helpful information that aligns with their needs. We also assess which marketing efforts—whether digital campaigns, educational content, or promotional items—resonate most. This way, we’re always improving and making sure we’re delivering insights that genuinely support advisors and their clients.
2. How do you analyze wholesaler engagement with advisors, and what insights have emerged from the data?
We evaluate engagement in a way that helps us understand—not just measure—how we can better support advisors. We look at factors like meeting frequency, webinar participation, and responses to marketing outreach to determine what’s most effective in building strong, lasting relationships.
One key insight is that advisors who engage across multiple touchpoints—attending webinars, accessing educational materials, and having regular conversations with wholesalers—tend to be more confident when discussing annuities with clients. These insights help us refine our approach, ensuring advisors receive the right balance of digital resources and personal interactions to support their business.
3. How do you connect CRM, marketing automation, and sales data to create a better advisor experience?
Our top priority is to make everything seamless. We bring together data from CRM, marketing platforms, and sales systems to create a complete picture of advisor engagement—so we can be more proactive and helpful.
CRM provides visibility into advisor interactions and product interest, while marketing tools help us understand how advisors engage with content and outreach. By connecting these insights, we can anticipate their needs, provide relevant resources at the right time, and create a smoother experience. Data-driven insights also help us adapt and improve the way we support advisors over time.
4. How do you balance automation with a personal touch in advisor outreach?
We believe efficiency and personalization should go hand in hand. Automation helps streamline communication and ensures advisors receive timely, relevant information, but we never want it to feel impersonal.
Advisors are incredibly diverse, and we respect that by ensuring they receive information that’s truly relevant to their business. Instead of sending broad, one-size-fits-all messaging, we tailor our outreach based on factors like an advisor’s production history, product preferences, and engagement patterns. This way we can customize outreach in a way that feels natural and supportive.
At the same time, digital tools help wholesalers know when and how to connect in a way that adds real value. It’s all about creating a seamless, meaningful experience that respects an advisor’s time while providing the insights and resources they need.
5. How do you see AI evolving your team's approach to analytics?
AI is helping us take a more dynamic, insightful approach to supporting advisors. Instead of just looking at historical data, we can now recognize patterns in real-time, allowing us to be more proactive in delivering relevant information and resources. By quickly identifying emerging trends, AI helps us anticipate advisor needs and create a more personalized, seamless experience that empowers advisors to better serve clients.
SMRU 7723065; Expiration 03.12.2028
Call Your NYL Wholesaler or the Annuity Sales Desk at 888-474-7725 and Select Option #1.
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