How Unum Used Targeted Content To Reach One In Four Potential Customers
HubSpot in Financial Services
With more than 40 years’ experience in employee benefits Unum is one of the UK’s leading providers of benefit solutions for businesses and their employees,including:
- Critical illness, sick pay, dentaland life insurance
- Income protection
- Medical and vocational rehabilitation
Selling products to businesses through brokers Unum wanted to generate more sales leads and broker enquiries.
To do this it needed to increase brand awareness and shift its focus from outbound to inbound marketing.
Searching for an integrated solution to replace separate inbound marketing tools (WordPress, custom CMS and Silverpop) the marketing team came across HupSpot software and Playbook.
Their problem-based searches delivered targeted content relevant to their buyer stage; references to HubSpot were everywhere on twitter.
HubSpot’s own inbound marketing convinced Unum to trial its Marketing Platform for a year, creating its own content to address concerns and answer questions in the benefits marketplace:
- Online workshops
- Content for Brokers
Unum created content Landing Pages, added Calls-to-Action and Forms to generate leads and quote requests, and used the Email App for follow-up communications.
That was three years ago, since then Unum has moved its entire website onto HubSpot and been able to dramatically improve its visibility and position as a thought leader in its field.
Since partnering with HubSpot, Unum has:
- Increased leads through its targeted content
- Gained 22,000 new contacts – a quarter of the reachable market in the UK
- Tripled organic traffic
- Doubled website traffic
- Now ranks in the top three for all targeted keywords
- Been able to prove ROI on marketing activities
In addition to HubSpot software for data capture and emailing, Unum digital team increased marketing automation:
- Workflows trigger actions based on users’ context
- Keywords tool and SEO features to optimize content
- Marketing Analytics Dashboard provides campaign insights
The team attribute speedy inbound marketing success and increased brand awareness to:
- A test and learn approach
- The right culture and people
- Buy in from key stakeholders
In 2016, the team introduced the HubSpot inbound marketing methodology at US sister company, Colonial Life and were seeing results within six weeks.