Jeffrey Baclangen

The Benefit Link

Marketing operations for a Texas Medicare and annuity brokerage: HubSpot CRM, landing pages, lead ads, email programs and newsletters.

Industry
Insurance (Medicare, supplemental and annuities)
Location
Colleyville, Texas
When
September 2026 to present
Role
Digital marketing and marketing operations

Visit the client's site (new tab)

Homepage of the The Benefit Link website
The The Benefit Link homepage as delivered. The live site may have changed since.

01 · The job

What the site had to do

The Benefit Link helps people turning 65 and existing Medicare enrollees choose Medicare, supplemental and annuity coverage, at no cost to them. Leads arrive from mail, paid social and search in several states and languages, and each product needs its own follow-up. The marketing has to capture every lead, route it to the right pipeline and keep clients informed year round.

Services

  • HubSpot CRM and pipelines
  • Landing pages
  • Facebook Lead Ads
  • Email nurture and newsletters
  • Website and learning center

Tools

  • HubSpot
  • WordPress
  • Calendly
  • Facebook Lead Ads
  • RingCentral

What I did

  1. 01Run the HubSpot CRM: deal pipelines for Medicare, dental, vision and hearing, and annuities, a detailed lead pipeline, and service, retention and newsletter ticket pipelines.
  2. 02Build and maintain landing pages for Medicare, dental, annuities and long-term care, including Spanish versions, video A/B tests and pages for direct mail, paid social and Google Ads.
  3. 03Connect Facebook Lead Ads to HubSpot, including state-specific and turning-65 campaigns.
  4. 04Write and send email programs: cross-product drips, annuity nurture, pre-call and no-show sequences, A/B tests, and the monthly and birthday newsletters.
  5. 05Built a newsletter approval pipeline (requested, draft, review, approved, scheduled, sent) so every edition is reviewed before it goes out.

02 · Inside the build

The decisions that shaped it

  • One pipeline per product

    Medicare, ancillary coverage and annuities follow different sales motions, so each has its own pipeline and stages instead of one crowded funnel.

  • Every channel lands in the CRM

    Lead ads, website forms, booking links and direct-mail landing pages all create contacts with their source, ready for the right sequence.

  • Follow-up that matches the moment

    Separate sequences for cold leads, booked calls and missed appointments keep the message relevant to where the client is.

  • Compliance-minded publishing

    Newsletters move through an approval pipeline before scheduling, which suits a regulated industry.

03 · Next

Need a system like this?

Tell me what you're working on. Start a project or write to jbaclangen@gmail.com.

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