Elevating an insurtech brand to impress big clients
CLARA Analytics is a Santa Clara-based insuretech dedicated to improving claims outcomes in commercial insurance through easy-to-use AI. CLARA’s technology helps claims adjusters solve the biggest claims challenges so they can optimize outcomes for claimants, payers and carriers.
Creating a story that sells
Given the major value of CLARA’s AI insurance products, they had plenty of interest, but still struggled with a slow sales cycle. Because claims take so long to process, it was difficult to demonstrate CLARA’s real-time value to prospects because it could take months (or years) to see to completion. Additionally, most customers need some level of customization, so each instance is unique (and therefore tough to demo). There is no lightweight version of the software, so prospects need plenty of trust in CLARA to move through the sales process.
CLARA needed to demonstrate their value through brand messaging to create buy-in among prospects faster and shorten the sales cycle. They wanted to build a clear, well-known brand prospects recognized and trusted.
“The process works. During our first campaign, exactly the type of big lead we want scheduled a demo.”
Delaney Hutchins,
Business Development Associate
Building brand recognition and then some
When Accelity began our partnership with CLARA, they were booked and busy attending insurance conferences after a couple years of remote events. We started by building a campaign to maximize their exhibit hall efforts, with a robust pre-, during, and post-event strategy that included industry topics, recommendations on what to do in that city, targeted LinkedIn ads, and booth installments.
After year one, we focused on a year-long campaign strategy addressing a huge topic in the industry (and the world): the role of AI. Between establishing CLARA’s role as major thought leaders in this space and the updated, elevated visual brand, CLARA’s presence in the industry is much larger than a company of its age or size.
All of this works in part because of the fantastic relationship between Accelity and CLARA’s marketing team, who have formed a true partnership. Accelity delivers the strategy and foundational campaign pieces while the CLARA team executes additional brand promotion, working together to raise the company profile. Meanwhile, the rest of their team is crushing their revenue goals.
Bonus: Not only is the marketing content so good that it’s helping CLARA land huge customers, but even the competition is looking to CLARA’s marketing and mimicking the content (imitation really is the sincerest form of flattery).
Check out Accelity’s work for Clara Analytics
