“We are hiring people and busy just trying to keep pace. The campaigns have been fantastically successful.”

Jon Higgins - Managing Director

Aon HomeScreen Equinet Media

INDUSTRY: Risk | Professional Services

Their problem

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.

The results

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.



In first 36 months



In first 36 months

Marketing ROI


Across 3 years

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Aon M&A’s journey.

A HubSpot customer case study

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.

case study

Decisions made

  • Pursue an inbound and content-led marketing strategy
  • Focus on establishing new or broader organisation relationships
  • Utilise email
  • New website with easy to access content and downloads
  • Consider the buyers’ journey and how best to win hearts and minds
  • Produce great content – blogs, case studies, white papers, Fact Sheets, Mini Guides
  • Incorporate PPC and social media
  • Integrate marketing and sales support to maximise ROI
case study


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.


View the creative.


“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

Next Steps.

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