---
title: "Insurance Agency Leadership Series: Interview with Shannon McSwiney"
description: Discover how Delta Dental transformed its small and nimble marketing team by leveraging HubSpot's CRM and automation workflows to double campaign outreach and achieve attribution clarity.
---

##### The Insurance Agency Leadership Series: Automation in Action

# Interview with Shannon McSwiney

Director of Marketing at Delta Dental of NC

## Automating Growth

# Inside Delta Dental's Marketing Transformation

In this exclusive interview, strategic leader Shannon McSwiney reveals how Delta Dental transformed its small, nimble marketing team from using disparate systems to running a unified, highly efficient operation. Discover how they leveraged HubSpot’s integrated CRM and CMS to achieve critical automation, enabling them to "do more with less." Shannon walks through the specifics of a small business campaign workflow that successfully doubled their outreach and provided crucial attribution data.

Agency leaders will learn actionable lessons on starting small, the power of organizing all assets under a specific campaign structure, and the vital role of technology in ensuring data hygiene and measurable results. Watch now to gain a framework for strategically integrating your tech stack to drive significant bottom-line growth.

## Want more resources?

### Maturity Assessment

Stop guessing. Our Maturity Model Assessment Tool is a simple web application that walks you through a quick series of questions about your agency's processes, technology, and data strategy.

[Take Assessment](https://agencytechmaturity.vsslagency.com/)

### Agency Tech Stack

Our Technical Stack provides a clear blueprint. It shows how these critical pieces connect to eliminate data silos, automate workflows, and provide the real-time pipeline visibility you need to lead with confidence.

[View the Tech Stack](https://customeriq.vsslagency.com/modern-agency-tech-stack?hsLang=en)

### Maturity Model

See the complete Insurance Agency Maturity Model. This framework breaks down the four key pillars of a modern agency (Strategy, Sales Ops, Client Servicing, and Tech & Data).

[Get the Maturity Model](https://customeriq.vsslagency.com/maturity-model?hsLang=en)