Operational Marketing Checklist: What Every IMO and Agency Should Be Doing Weekly
If you’re running an insurance marketing organization (IMO) or agency and feel like you’re always “busy” but not getting results, the problem might not be effort—it’s likely a lack of operational structure.
Nature's Symphony
80% of leads never convert due to lack of consistent follow-up.
70% of small businesses don’t have a documented marketing process.
And insurance agencies that follow a structured marketing system generate 2X more revenue on average.
—Source: HubSpot, Salesforce, and MarketingProfs
If you’re running an insurance marketing organization (IMO) or agency and feel like you’re always “busy” but not getting results, the problem might not be effort—it’s likely a lack of operational structure.
That’s where Operational Marketing comes in. It’s not about running flashy ad campaigns or going viral. It’s about making sure your marketing engine runs every week, without fail, with measurable impact.
Below is your Weekly Operational Marketing Checklist—built specifically for insurance organizations that want more consistency, more conversions, and more control.
Weekly Operational Marketing Checklist
1. Pipeline Review & Lead Status Updates
- Audit every lead in your CRM
- Update statuses: New, Contacted, Nurturing, Appointment Set, Closed
- Assign next action to each lead
Why it matters: Organized pipelines increase close rates by 28% (Salesforce).
2. Lead Follow-Up Sequence Execution
- Make sure new leads enter your automation workflow
- Personally follow up with hot leads (calls/texts/emails)
- Trigger additional touches for no-response leads
Stat: 60% of customers say “no” four times before saying “yes”—yet 48% of agents never follow up once.
3. Content Distribution
- Post 2–3 pieces of content on social (educational, engaging, testimonial)
- Share at least one post in groups or communities
- Email your list 1x per week with value-focused content
Tip: Educational content builds trust before the quote.
4. CRM & Automation Testing
- Check that all forms, calendars, and email/SMS automations are firing
- Review stats on email open and click rates
- Test contact flows with a dummy lead
Why it matters: 1 in 5 leads is lost due to system errors or automation breakdowns.
5. Sales & Marketing Sync Call (15 Minutes Max)
- What leads need attention?
- What campaigns are driving results?
- What’s the bottleneck this week?
Stat: Teams that meet weekly increase campaign efficiency by 25% (CoSchedule).
6. Referral & Review Prompt
- Send 3–5 personalized emails/texts to recent clients asking for:
- A Google review
- A referral to someone else needing coverage
- A testimonial you can use in content
Stat: 83% of people trust referrals from someone they know.
7. Track Your KPIs
- Total new leads this week
- Contact rate
- Appointment set rate
- Show rate
- Closed deals
- Marketing ROI (if spending on ads)
Tip: What gets measured gets improved. You can’t scale what you don’t track.
The Real Power Is in the Routine
Consistency doesn’t sound sexy—but it wins in marketing. Following this checklist every week ensures that you never lose momentum, never let leads slip through the cracks, and never fall behind in your outreach.
Whether you have a marketing team or you are the team, this checklist becomes your operational playbook for growth.
Want Help Automating This?
Blue Rocket’s LIFT Marketing System was built to run this checklist on autopilot—for insurance agents, agencies, and IMOs who want to grow without micromanaging their marketing.
Let us show you how to build a system that does the follow-up, the posting, the pipeline tracking, and the nurturing—so you can focus on sales and support.
Sources:
- CoSchedule – Marketing Strategy Templates
https://coschedule.com/blog/marketing-strategy-template - Salesforce – CRM Best Practices
https://www.salesforce.com/resources/articles/crm-best-practices/ - MarketingProfs – Weekly Marketing Tips
https://www.marketingprofs.com/news/
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