How Alera Group Increased Response Rates and Prospect Engagement by 50% with Flowla

We sat down with Chris Blue, Director of Digital Sales/Sales Management at Alera Group to talk about how they leveraged Flowla's digital sales rooms to address these challenges, enhancing their prospecting efforts and driving more meaningful engagements with their target audience.

The challenge

Alera Group, a prominent player in the insurance brokerage industry, faced significant challenges in prospecting, particularly in a post-COVID world where reaching potential clients through conventional networking methods had become increasingly difficult. 

“In the insurance brokerage industry, most of the prospecting is done from a traditional method of networking. Producers constantly leverage people they know to start conversations with a profiled target that may see value in what they offer.”

However, as the landscape shifted, especially due to the pandemic, even well-established connections became less responsive, making it harder to engage potential clients. Prospects were overwhelmed, often unable to respond to calls, texts, or emails. Even though Alera Group had a tremendous ability to close business and outstanding percentage ratios of closing business, they struggled to fill their pipeline.

So they were looking for a solution that would allow them to maintain communication with prospects on their own terms, enabling them to learn about Alera’s offerings at their own pace. The goal was to create a self-learning environment where prospects could engage with content at their convenience, ultimately leading to better-qualified conversations and increased responsiveness.

“People really are interested in what you have to offer. It's just they're maxed out and don't have time to actually take your phone call, or answer your email. But if you give them tools, you know, at their own convenience, they will often learn at their own pace and read or watch a video to see if you can help them solve their problems…”

Implementing Flowla’s digital sales rooms

To bridge this engagement gap, Alera Group turned to Flowla, a platform that allows companies to create digital sales rooms, or "flows," where prospects can interact with curated content tailored to their needs. 

"I was just doing research to find a platform that would fit the needs at Alera Group. Through trial and error, I came across Flowla, and after due diligence, I thought you guys were the best fit for what we need."

Flowla provided Alera Group with a way to present information in a structured, yet flexible manner. They were able to create targeted "flows" that focused on specific industries or client pain points, allowing prospects to self-educate at their own pace. 

For example, instead of overwhelming prospects with a broad and cluttered website, Alera Group used Flowla to create niche-focused microsites where prospects could explore content relevant to their specific needs.

"We have two case studies available, and the right prospects can easily review them on their own. When they see that we have 700 clients with similar profiles and employee sizes, it gives them confidence and encourages them to engage with us further."

The outcomes and prospect feedback

Since adopting Flowla, Alera Group has seen a noticeable shift in how prospects interact with their content. Although they are still in the early stages of gathering detailed data, the company has observed an upswing in the number of prospects entering their digital sales rooms. 

"It has helped us improve our projections for the number of appointments our business development associates can generate. While we're still in the early stages of fully utilizing it we've noticed a positive trend, which is promising."

These interactions have led to more inquiries and follow-up questions, indicating that prospects are not only engaging with the content but are also finding value in it.

One significant benefit highlighted by Alera Group was the ability to use Flowla’s templates to showcase their team’s expertise in a concise and impactful way. For instance, they created flows that featured two of their top sales producers, each specializing in a particular area, and included LinkedIn profiles and other relevant information. This approach has received positive feedback from both prospects and internal sales teams, as it clearly communicates the depth of expertise Alera Group brings to the table.

Further adoption

Internally, while Alera Group has found Flowla easy to use, they recognize the need for further cultivation in terms of adoption. The team is working on helping sales producers understand the full potential of Flowla, such as creating customized flows for individual clients. 

"A key goal for 2025 is to help people understand that they can create unlimited rooms quickly and easily. Overcoming the misconception that creating a room is time-consuming has been a challenge towards the end of 2024, but we're focused on changing that moving forward."

Moreover, Alera Group has discovered additional use cases for Flowla, such as creating centralized hubs for new business operations or managing target lists for specific prospect segments. These innovative uses of Flowla are helping the team streamline processes and maintain consistency across their outreach efforts.

Final word

Flowla has proven to be a valuable tool for Alera Group, helping them address the challenges of prospecting in a changing market. By providing a platform for prospects to engage with content on their own terms, Alera Group has not only improved engagement but also laid the groundwork for more personalized and effective sales strategies. 

As they continue to explore and expand the use of Flowla, Alera Group is well-positioned to enhance their prospecting efforts and drive future growth.