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
• 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.
