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As the president of HRMarketer.com, a marketing firm with dot-com in its name, Mark Willaman appreciates how technology fits into a marketing strategy. He’s clear about this, though: “Don’t abandon your traditional marketing activities.” Willaman believes small-group insurance is still a local business, and, traditional tactics such as networking and sponsoring events, still work. “Those things aren’t going away,” he says. “What many brokers fail to do is realize there are others that complement those activities.” For brokers who feel their tried-and-true marketing methods are working, they can continue doing what they do. But it’s also important to investigate newer methods.

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