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Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engagement

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Getting people to know who you are is easy. Getting people to know how you can help them is much more difficult. In order to truly educate potential customers about their business, Aon used a Content Experience Platform (CEP) to elevate their content marketing efforts. In this session at Oracle MCX 2019, Danielle Ashbaugh, Marketing Manager at Aon, spoke about how what started as a content solution has now become a mainstay for account-based marketing and demand generation, as well as a tool multiple solution lines now use.

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Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engagement

  1. 1. Benny Rachamim VP of Sales at Uberflip Danielle Ashbaugh Marketing Manager, Health Solutions at Aon
  2. 2. 70% of buying decisions happen before speaking to sales. — SiriusDecisions
  3. 3. Vendors Have a Small Slice of Buyer’s Time Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases? (n = 492; base: excluding "Don't Know" responses) Research 82%
  4. 4. Content Is How You Influence and Shape the Conversation
  5. 5. @uberflip | #ModernCX Beyond Mindshare: How Aon Used the Power of Content Experience to Drive Engagement Danielle Ashbaugh Marketing Manager, Health Solutions at Aon
  6. 6. @uberflip | #ModernCX Agenda About Aon The Not-So-Good Ol’ Days Pause. Breakdown Silos. Repeat. Constantly Improving the Experience Results 01 02 03 04 05
  7. 7. @uberflip | #ModernCX "Content marketing is really like a first date. If all you do is talk about yourself, there won't be a second date.” David Beebe “
  8. 8. @uberflip | #ModernCX The Not-So-Good Ol’ Days 2016
  9. 9. @uberflip | #ModernCX If you didn’t get an email, you probably weren’t going to read our content. Emails drove Marketing…
  10. 10. @uberflip | #ModernCX (sometimes one piece was in multiple locations) …and usually those emails were only for a specific solution with content housed in a variety of locations.
  11. 11. @uberflip | #ModernCX The Three Main Challenges Siloed Go-To-Market Strategies Inconsistent User Experiences Difficult to Track Performance Spreadsheet Olympics Inconsistent engagement data between platforms Hard to track time spent reading content Content not easy to find organically All content gated, regardless of type/intent If interested in a topic, the audience would have to wait for us to send them more thought leadership Solution-first instead of needs-first approach Lacked comprehensive messaging and solution-agnostic POV content Understood the buyer, but needed to better understand the buying group
  12. 12. @uberflip | #ModernCX Pause. Breakdown Silos. Repeat. 2017
  13. 13. @uberflip | #ModernCX Changing Course Focusing on Client Needs Focusing on the Customer Experience Removing the barriers between solutions to create and share content that helps our audience address issues that are top of mind Solving problems vs. selling solutions: Understanding what keeps our clients up at night – and how we can help Focusing on Our Digital Footprint Moving away from a predominantly email-centric approach and moving into additional digital channels
  14. 14. @uberflip | #ModernCX Launching Uberflip in 2017 Focusing on the Customer Experience
  15. 15. @uberflip | #ModernCX Grouping our content by the ways we help clients address their needs was realized upon the launch. Needs-First Approach
  16. 16. @uberflip | #ModernCX Expanding Digital Footprint
  17. 17. @uberflip | #ModernCX Lessons Learned Diversify Content Types Open the Gates Maximize Integrations Because most of our content was already in a PDF format, that was primarily what we uploaded into Uberflip We still had to get out of the habit of gating any and every piece of content, and readjust how we viewed each content type We could lean on our integration with Eloqua to gain insight into the audience viewing our gated and ungated content
  18. 18. @uberflip | #ModernCX Constantly Improving the Experience
  19. 19. @uberflip | #ModernCX Moving away from PDF’s, our content now lives on the page. Adapting the Experience for Mobile (and social)
  20. 20. @uberflip | #ModernCX Removing the gates from all brand awareness content to encourage higher readership, and to nurture readers to a point that they find value in giving us their contact information No-Strings- Attached Content
  21. 21. @uberflip | #ModernCX Removing the gates from all brand awareness content to encourage higher readership, and to nurture readers to a point that they find value in giving us their contact information No-Strings- Attached Content
  22. 22. @uberflip | #ModernCX Removing the gates from all brand awareness content to encourage higher readership, and to nurture readers to a point that they find value in giving us their contact information No-Strings- Attached Content
  23. 23. @uberflip | #ModernCX ● Identify known contacts without requiring a form submission ● Use progressive profiling and known contact information to avoid unnecessary form fills/requests Integrations
  24. 24. @uberflip | #ModernCX Creating personalized landing pages as part of our ABM approach allows us to easily hand-select relevant content for specific prospects Account-Based Marketing (ABM) Company ABC
  25. 25. @uberflip | #ModernCX Creating personalized landing pages as part of our ABM approach allows us to easily hand-select relevant content for specific prospects Company ABC Account-Based Marketing (ABM)
  26. 26. @uberflip | #ModernCX Additional Solution Lines Risk Solutions Retirement Solutions
  27. 27. @uberflip | #ModernCX Making Smarter Decisions Adjusting Promotion Strategy Optimizing Mobile Experience Personalizing the Experience Knowing what content resonated with our audience enabled us to promote those pieces more, leading to a 65% YOY increase in views of our most popular report 60% of our audience views content on their phone, so we adjusted our content formatting to work better for mobile Had 2x the engagements with our target audience when using personalized ads vs. standard digital ads leading to our content
  28. 28. @uberflip | #ModernCX Danielle Ashbaugh Danielle Ashbaugh Marketing Manager, Health Solutions Thank you.

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