The Zurich Insurance Group, headquartered in Zurich, is an internationally active Swiss financial institution and the holding company of the Zürich Versicherungs-Gesellschaft. Until the end of March 2012, it was called Zurich Financial Services. To increase the efficiency of its direct marketing, Zurich planned to use a trigger-based approach. gateB supported Zurich with workshops as they conceptualized implementing trigger-based marketing and with the initial setup of the initiative. gateB saw that trigger-based marketing was realizable at Zurich, but would impact many other areas like processes, organization, data flow, and infrastructure. With gateB’s help, Zurich is better able to estimate the conceptual and operational impacts of their approach, helping them identify success factors as well as obstacles. This allows Zurich to initiate their trigger-based marketing approach efficiently.