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Jon Higgins - Managing Director
Aon’s M&A business had outgrown central Group marketing resources. They wanted assistance repositioning and driving sales growth by rolling out new products and services targeting the corporate merger and acquisition and private equity community, worldwide.
European results were so successful, the programme was rolled out across USA and Asia incorporating 38 countries with a marketing ROI of 17x. Over £5m of new business was won and 4,000+ marketing qualified leads were distributed within 36 months.
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The Aon M&A Group is a leading insurance broker in the corporate mergers and acquisitions space. The Group Chairman wanted to change market perceptions enabling the business to become recognised as an innovative risk management solutions provider, as much as it was an insurance broker. They also wanted to launch new products and services and give 100+ Producers a story to sell-through.
Management required assistance with data, a dedicated microsite, content, emails, Fact Sheets, White Papers, blogs and an eNewsletter. They required assistance positioning, launching and promoting new service offerings worldwide and a compelling customer acquisition and customer relationship management marketing programme.
We created a microsite which became the campaign and communication nucleus for the Group internationally. An editorial plan ensured all content was relevant and appealed to three audiences – Private Equity, Corporate executives and Transaction Lawyers. Data was carefully segmented. Emails were sequenced and dedicated campaigns were created for internal and external communication of products and services.
“Buried. Big picture all good. Lots of leads. Increased take up rates. Lots of interest. Huge pipeline. Great job.”
Jon Higgins, Managing Director - Aon Mergers & Acquisition Group
