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:
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:
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:
In addition to HubSpot software for data capture and emailing, Unum digital team increased marketing automation:
The team attribute speedy inbound marketing success and increased brand awareness to:
In 2016, the team introduced the HubSpot inbound marketing methodology at US sister company, Colonial Life and were seeing results within six weeks.
With HubSpot, Unum has increased leads through targeted content, improving inbound marketing to gain 22,000 new contacts.
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.
Website traffic has doubled, organic traffic has tripled and Unum now ranks in the top three for all targeted keywords.