Socotra App MarketPlace Launch at ITC Las Vegas

Socotra provides complete insurance software solutions to global insurers and insurtech MGAs, so that they can accelerate product development, reduce costs, and improve customer experiences. In 2021, Socotra first announced the Socotra App MarketPlace (AMP), a unique app marketplace specifically designed for insurers, connected to the Socotra core platform.

In September 2022, Socotra wanted to give the App MarketPlace a grand debut at the industry's largest event, InsureTech Connect in Las Vegas together with the 30 partners with apps on the marketplace. The company set goals of generating brand and product awareness, positioning the marketplace as an industry breakthrough; as well as a challenging event MQL goal.

The 8 week campaign featured a custom logo and messaging, and integrated marketing leading up to the event included: a LinkedIn Live event (with email/LinkedIn organic/paid promotions); press releases announcing new marketplace app partners as they were added; and a booklet featuring app partners ("Connected30") promoted via organic/paid LinkedIn/email/industry e-newsletter ads/website. A multi-faceted email and LinkedIn ABM outreach campaign, coordinated with the Sales team, also invited targeted prospects to attend a pre-show Forum and an exclusive party during the event. Marketing materials were customized and provided to partners to amplify messaging via their social channels, and cross-commenting on posts generated pre-show interest and engagement.

At the show, a 20x30 booth focused on the AMP launch with a booth video, signage, collateral and a special area exclusively for partners to demo their apps (complete with an agenda for all partner demos). Attendees carried an issue of industry pub Carrier Management with a full-color back cover AMP ad; the Socotra CEO was featured in one of the show speaking spots; premium giveaways featured AMP.

Results exceeded expectations and goals set, with 150+ Forum attendees and 200+ party attendees, as well as 50+ booth meetings booked in advance. The Socotra booth was filled throughout the show, with industry buzz generated and an MQL total that exceeded goals by 30%.