Sircon Case Study: Software Marketing & PR
Building Relationships, Building Brands: Advancing Sircon's Thought Leadership
Sircon is an insurance-technology provider that offers a set of online solutions via Software-as-a-Service (SaaS). Collectively labeled Producer Lifecycle Management, Sircon’s solutions eliminate the preponderance of paper from insurance agents’ licensing, compliance and continuing education processes of agents, speeds revenue cycles while continuously tracking continuing education, compliance and associated requirements.
Challenge: As a respected technology public relations agency, Airfoil’s challenge has centered on cultivating the market’s need and preference for Sircon’s software solutions among insurance industry CIOs under pressure to show value and ROI for the technology investments they recommend to top decision-makers.
Solution: Airfoil developed, and continues to use technology PR and marketing expertise, to implement a comprehensive thought leadership program designed to enhance Sircon’s market positioning and reinforce its credibility and brand value among insurance-industry CIOs. Sircon’s software PR strategy is communicated and informed through venues such as speaking engagements at key industry events such as the ACORD-LOMA Forum, accolade venues such as the Insurance Networking News Vanguards in Insurance awards program and briefings with key industry analysts at Gartner, Forrester, TowerGroup, Financial Insights/ID.
In addition, Airfoil executes an aggressive high tech PR program that includes media relations and byline recognition among insurance-industry trade publications to insert Sircon’s point-of-view in stories highlighting or uncovering industry trends, technology-adoption challenges and opportunities and more.
Results: Our software PR agency continues to garner significant media and industry attention for Sircon and has established deep relationships with influential industry journalists, increasing Sircon’s ability to contribute meaningful commentary on important industry and related SaaS topics. Feature-length media coverage has appeared in Insurance Networking News, Insurance & Technology, Agent’s Sales Journal, Best’s Review, Tech Decisions for Insurance and other key trades. Continued briefings with key analysts have yielded Sircon mutually beneficial and participatory relationships, and have served to regularly inform Sircon’s market strategy.
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