Results - Aon

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.

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.

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

Outputs

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.