CuttingEdge BtoB Marketing Technology

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Cutting-Edge BtoB Marketing Technology

• Angela Sanders
• BtoB NetMarketing Breakfast
• June 3, 2009

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Aon Background

• Global Fortune 500 Company
• 36,000 employees
• 500 offices in 120 countries
• Worlds Largest Global Insurance Broker
• Multiple Business Units
• Aon Risk Services
• Aon Consulting (Human Capital Consulting and
  Outsourcing)
• Aon Benfield (Reinsurance)
• Affinity
• Primary audience is mid- to large-size companies,
  CFOs, Risk Managers, HR Managers

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Tactic 1 Video

• Uses
• Stronger expression of client testimonials
• Bringing events to those who cant attend
• Created/Managed By
• Art Director/design team
• Interactive marketing team
• Channels
• Building library primarily through trade shows
• Posting on web
• Include as a call-to-action in direct-mail/email
  Campaigns

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Case Study Client Focus
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Tactic 2 Twitter

• Uses
• Trade show buzz
• Announcement of intellectual capital
• Generate buzz around large announcements
• Created/Managed By
• Public Relations team
• Channels
• Primarily stand-alone
• Promoted by PR team to media
• Started with trade show

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Case Study RIMS
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Tactic 3 Video Podcasts

• Uses
• Support and bring to life whitepapers
• Inform/educate
• Lead generation
• Created/Managed By
• Interactive marketing team
• BU marketing teams
• Practice groups
• Channels
• Microsites (e.g., Situation Room)
• Direct mail/email Campaigns

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Case Study H1N1 Preparedness