Baldwin advises more than three million clients on business insurance, employee benefits, and personal risk. The marketing team behind those advisors knew the craft cold — the content was strong, the advisors were sharp, and the bar was set high. Three million clients don't trust you by accident.

The one thing missing wasn't talent. It was a feedback loop.

THE SETUP

Content lived in email threads, shared drives, and a handful of folders that each swore they had the latest version.

Advisors did what good advisors do — improvise, ask a colleague, send their best guess before the meeting. And marketing kept producing strong work, then watched it vanish into inboxes with no way to know if it ever got opened. Picture writing a great letter every week and never finding out

if anyone read it. That was the setup. Not a broken team — a missing instrument panel.

CASE STUDY

Content lived in email threads, shared drives, and a handful of folders that each swore they had the latest version. Advisors did what good advisors do — improvise, ask a colleague, send their best guess before the meeting. And marketing kept producing strong work, then watched it vanish into inboxes with no way to know if it ever got opened.

Picture writing a great letter every week and never finding out if anyone read it. That was the setup. Not a broken team — a missing instrument panel.

How most rollouts go

THE ROLLOUT

Launch. Mandate. Tumbleweed.

Baldwin started with around 850 users. Adoption came from a mix of the deliberate — Jen's weekly newsletters, best-practice tips, a few loud internal champions — and something you can't manufacture on a slide: advisors trying it, liking it, and telling each other.

Early on, deals were won using collections. Senior advisors started talking the tool up without being asked. At some point it stopped being a thing people had to remember and became the thing people reached for.

users at launch vs. today, grown mostly by word of mouthToday, advisors send 300–800 shares a month. Nobody's making them. The content is just there when they need it, and it does the job.

How Baldwin's rollout went

Advisors adopted it before anyone asked them to.

850

1000

Users at launch

Now Almost

today, grown mostly by word of mouth

Today, advisors send 300–800 shares a month. Nobody's making them. The content is just there when they need it, and it does the job.

THE PROSPECT EXPERIENCE

One advisor was mid-sentence in a meeting when the prospect cut in: "It's just so cool that you made this just for me." Nobody had built anything bespoke. It just felt that way — because the experience was shaped around the person on the other side of the table.Another prospect liked it enough to ask what tool Baldwin was using. Jen, never one to waste an opening, demoed it for them on the spot.

And it shows up in the numbers — prospects spend an average of 1 minute 36 seconds with Baldwin's shared content, and a fair few wander back for seconds.

THE RELATIONSHIP

Most software relationships clock out at implementation. 

Paperflite had other plans. The team flies to Baldwin's offices — not for a quarterly review, not to sneak in an upsell, but to sit with the people using the platform every day.

They call it the World Tour, somewhat dramatically. Somewhere along the way, Baldwin stopped introducing the Paperflite crew as their vendor and started calling them colleagues. There's a running joke that Jen trains her team so well on the platform, she might as well join Paperflite — she's heard it enough times to have a comeback ready.

That closeness shows up in the product. LinkedIn sharing came from advisors wanting an easier way to get content in front of prospects. Audio read-aloud came from a request for a faster way through long reports. The contact card redesign came straight from Jen's feedback.

Before

Content scattered across email, drives, and folders

After

30,000 assets in one searchable hub

Marketing working without a feedback loop between effort and outcome

Marketing guided by real engagement signals

Advisors hunting for the right file before meetings

No visibility into content engagement

30+ brands solving the same problem separately

Paperflite improving Salesforce adoption across brands

300+ assets tied to deal outcomes

300–800 advisor shares every month

We chose it because of the people behind the scene.

"You haven't met a true partner until you've met the Paperflite team. From day one, before we even became a client, to today — they felt like we're a part of their company and they're a part of ours."

"They listened to our needs and continue to listen to us — trust me, we have a lot to say."

"The most powerful feeling is confidence.

You can't buy that — but you can create it."

"Before we discovered Paperflite, our colleagues were sending multiple files via email. They'd spend hours searching for content, asking peers for the latest piece — and never actually knowing if that was the most up-to-date."

Director of Enterprise Content Strategy, The Baldwin Group

THE ROLLOUT

Once they could see what advisors opened, what prospects returned to, and what content nudged a conversation forward, the work sharpened. Same team, same talent — finally with the lights on.

30,000

Before Paperflite, Baldwin's content team was cooking for a dining room they couldn't see into. The dishes went out. The plates came back — but the kitchen never learned which ones came back clean.

300+

1:36

Assets live, discoverable, current, governed

Assets traced to a definitive deal outcome

Average prospect time on shared content

"Once we could finally see what was landing, the team started building things differently. It elevated and changed the work itself."