B2B – Aetna Building Solutions

Adding 600+ New Residential Contractor Accounts

Chicago-based Aetna Building Solutions is the Midwest’s largest wholesale distributor of quality building materials. With its vast warehouses and truck fleet, the company is well-known to its traditional commercial accounts, but anything but a household name to the thousands of contractors that service the booming residential home rehab/remodeling business. Our digital campaign, targeting transactional customers in the greater Chicagoland area, changed all that:

Built a new landing page and an e-commerce storefront

Launched digital display, PPC, and LinkedIn ad campaigns, and eBlasts via Constant Contact. Over the course of 18 months, via this new portal, we opened 600+ new transactional customer accounts using:

• Digital display: 2 million+ impressions/6,640 CTRs
• Google PPC: 300,000+ impressions/14,000 CTRs
• LinkedIn: 1 million+ impressions/12,000 CTRs
• eBlasts: 50,000 circulation/481 CTRs