Increase in MQLs Over Six Months
SQLs in One Month
Average Website Conversion Rate
Solartis needed a marketing funnel that could educate traditional companies on their emerging technology and generate SQLs.
Solartis helps insurance carriers and their associated administrators modernize policy administration technology and processes. Their cloud-based technology is a rapid insurance product “enabler” platform that provides full sales & policy lifecycle capabilities in the most flexible, state of the art, API-centric microservice environment.
When they came to Ironpaper, Solartis knew their microservices would have a huge impact on the industry, but attracting companies that are entrenched in established systems and building awareness with new entrances is tough.
Plus, the bulk of their in-house resources were dedicated to sales activities, so it was hard to build a scalable marketing machine.
OUR B2B SERVICES
Our first move, when we started working with them, was to interview the VP of Sales & Marketing; and the President & CEO to identify the ideal buyer profile, their challenges, and common sales questions.
Going through this process built alignment between sales and marketing from the beginning. It also helped us develop the customercentric messaging we’ve used to successfully generate qualified leads over the last two years.
Solartis’ target market is entrenched in longstanding ways of doing business. That’s why our messaging reframed product features as the solution to insurance problems.
Even before the website redesign launched in June 2018, new verbiage about speed-to market, development freedom and digital transformation began increasing the Session to Contact rate.
Ironpaper began our work with Solartis by creating a foundation for growth. To do that, we focused on three key strategies:
Building a new website that used buyer-centric messaging to clearly demonstrate how Solartis solves problems for insurance providers
Creating keyword-focused content to attract organic, inbound leads
Developing a series of gated content offers (eBooks, white papers) toincrease the number of lead capture opportunities
Thanks to these efforts, the new website climbed 1,431 search positions between 143 key terms in three months. We have been able to rank in the first and second spots for up-and-coming terms like “insurance microservices” because we started our SEO efforts when there was low monthly search volume.
After they attended InsureTech Connect (ITC) as a title sponsor, we created a competitor messaging analysis and generated sales opportunities from contacts who came to their booth and keynote panel, which featured major industry leaders, in two ways:
• Whitepaper: First, we created a content offer that highlighted how Solartis’ microservices impacted each panelist’s business. At the end, it invited readers to keep moving through the pipeline and sign up for the Solartis Sandbox, a cloud-based tool where sales qualified leads can try out the Solartis insurance microservices on their own.
• Videos: We then repurposed the hour-long panel video into shorter, more shareable segments for distribution through a variety of web and social channels. These clips were also the perfect way to make our new 1:1 email series more engaging and warm up cold leads into active SQLs.
Since we started working with Solartis two years ago, we’ve been able to build a sustainable pipeline that attracts inbound leads with SEO-optimized content and nurtures them until they are perfect candidates for the sales team. This transformation has helped the company become a microservices thought leader and a trailblazer in the insurance space.
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Ironpaper was founded in 2003 with these sort of unions in mind, whether between design and technology or between our clients and ourselves.
Call us: 212-993-7809