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.

1. Benny Rachamim
VP of Sales at Uberflip
Danielle Ashbaugh
Marketing Manager, Health Solutions at Aon

2. 70%
of buying decisions
happen before
speaking to sales.
— SiriusDecisions

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. Content Is How
You Influence
and Shape the
Conversation

6. @uberflip | #ModernCX
Beyond Mindshare:
How Aon Used the Power of
Content Experience to Drive
Engagement
Danielle Ashbaugh
Marketing Manager, Health Solutions at Aon

7. @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

8. @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
“

9. @uberflip | #ModernCX
The Not-So-Good
Ol’ Days
2016

10. @uberflip | #ModernCX
If you didn’t get an email, you
probably weren’t going to
read our content.
Emails drove
Marketing…

11. @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.

12. @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

13. @uberflip | #ModernCX
Pause.
Breakdown Silos.
Repeat.
2017

14. @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

15. @uberflip | #ModernCX
Launching
Uberflip in 2017
Focusing on the
Customer Experience

16. @uberflip | #ModernCX
Grouping our content by
the ways we help clients
address their needs was
realized upon the
launch.
Needs-First
Approach

17. @uberflip | #ModernCX
Expanding Digital
Footprint

18. @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

19. @uberflip | #ModernCX
Constantly Improving
the Experience

20. @uberflip | #ModernCX
Moving away from PDF’s, our
content now lives on the page.
Adapting the
Experience for
Mobile (and social)

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. @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. @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

24. @uberflip | #ModernCX
● Identify known contacts
without requiring a form
submission
● Use progressive profiling and
known contact information to
avoid unnecessary form
fills/requests
Integrations

25. @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

26. @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)

27. @uberflip | #ModernCX
Additional Solution Lines
Risk Solutions Retirement Solutions

28. @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

29. @uberflip | #ModernCX
Danielle Ashbaugh
Danielle Ashbaugh
Marketing Manager,
Health Solutions
Thank you.