In this episode of Marketing Front Lines, we speak with Bobby Vo, Head of Growth at Authentic. Authentic is transforming commercial insurance through embedded solutions for vertical SaaS platforms, franchisors, and affinity groups. Bobby shares his journey building a growth strategy from scratch at a Series A insurtech startup, redefining partner enablement in a traditionally commoditized industry, and creating product-led experiences that drive word-of-mouth adoption despite the challenges of marketing insurance products.

Topics Discussed:

• Building trust with partners through hands-on product demos and visualization
• Creating a two-pronged education strategy targeting both partners and end customers
• Developing a content strategy focused on case studies and white papers
• Implementing platform-centric marketing rather than relying solely on traditional channels
• Finding marketing inspiration from consumer brands outside the B2B space
• Navigating prioritization challenges as the sole marketing leader in a Series A startup