The Challenge

I was charged with creating in-depth thought leadership assets for the insurance accounting industry: a group of professionals who are both extremely private and competitive.

The Solution

I worked with Sales and Customer Support to discuss what they thought would hook these personas. The question all SMEs said they always heard was “What is [insert competitor] name doing? We want to do whatever they’re doing.” Knowing that there was a lack of industry benchmarking insight and seeing this appetite for it, I worked with SMEs and other content leads to come up with survey questions that our target personas wanted answered, asked in ways that would get us actionable data we could use to build predictions, drive opinions, and further build up our groundwork of expertise. Our Demand Generation team connected with a respected industry event to help distribute the industry benchmark survey, which we then turned into a report that both provided insights to our insurance accounting personas and served internal research on pain points and future value propositions for Clearwater software.

The Results

The industry report was a huge differentiator in enterprise-level sales enablement, with a nearly 100% reply rate when used as the initial touch-point offer for reach-out and similarly high conversion rate when used as a demand gen nurture offer. It served as the pillar piece from which the content team wrote associated papers, led demand generation reach-out for three quarters, and became a well-known annual content publication within the industry.