Jen Junda at Baldwin had the kind of problem most marketing leaders would envy.  Her content was good. Her advisors were sharp. Baldwin advises more than three million clients on insurance, benefits, and risk — you don't earn that trust with mediocre work.

So what was missing? Not talent. A feedback loop.

THE SETUP

Content lived in inboxes, shared drives, and a dozen folders that each swore they had the latest version.Advisors improvised — asked a colleague, sent their best guess before the meeting. And Jen's team kept shipping strong work, then watched it vanish into inboxes with no way to know if anyone opened it. Ever written a great letter every week and never found out if it was read?That was the setup. Not a broken team — a missing instrument panel.

CASE STUDY

Most enterprise software dies the same quiet death — big launch, all-hands email, two reminders, back to the shared drive by Q3. Jen had seen that film and wasn't keen on a sequel: "you implement it, roll it out, and it just doesn't get adopted."

How most rollouts go

THE ROLLOUT

Launch it, Mandate it, Forget it.

The content was winning deals, and advisors noticed. Jen kept the momentum going — weekly newsletters, best-practice tips, a few vocal champions — but the engine underneath was simple: people use what helps them win.

Baldwin started at around 850 users and climbed to nearly 1,000, almost entirely by word of mouth. Today, advisors share content with prospects hundreds of times a month.

So what made this one stick?

Advisors adopted it before anyone asked them to.

850

1100

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 RELATIONSHIP

Most vendors clock out at implementation. Paperflite books a flight. The team shows up at Baldwin's offices every year — not for a quarterly review, not to pitch an upsell, but to sit with the people who use the platform daily. They call it the World Tour, a little dramatically.

Somewhere along the way, Baldwin stopped calling them a vendor and started calling them colleagues. (There's a running joke that Jen trains her team so well she ought to be on Paperflite's payroll.)

And that closeness builds the product. LinkedIn sharing? Baldwin's advisors asked for it. Audio read-aloud? Same. 

The contact-card redesign came straight from Jen. Baldwin names a problem; Paperflite ships the fix.  The more the platform is shaped around them, the more they use it — and the more they use it, the more there is to shape. That's the loop, and most vendor relationships never reach it.

Before

Content scattered across inboxes, drives, and folders

After

30,000 assets in one place, all searchable

No idea what content actually did

300+ assets that helped close real deals

Advisors hunting for the right file before every meeting

Marketing shipping work with no feedback loop

30+ brands solving the same problem separately

One system lifting Salesforce adoption across brands

Marketing working from real engagement signals

Advisors reaching for content themselves, sharing it hundreds of times a 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."

"Once we could finally see what was landing, the team started building things differently. 

It elevated and changed the work itself." 

Director of Enterprise Content Strategy, The Baldwin Group

THE BALDWIN GROUP'S END-USER EXPERIENCE

Here's how you know content is landing: the prospect stops mid-meeting to talk about it. One Baldwin advisor watched it happen — "it's just so cool that you made this just for me." Nobody had built anything bespoke. It just felt that way, because the page was shaped around the person reading it. 

Another prospect liked it enough to ask what tool Baldwin was using. Jen, never one to waste an opening, demoed it on the spot.

That's not adoption. That's pride. 

'And it shows: prospects spend a minute and a half with a Baldwin page when most sales content gets a glance — and plenty come back for a second look.