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5 steps to modernize
business-to-business
marketing
define
technology
Logistics

Reliability
Capability

Accuracy

Weight

Fuel
Efficiency
ConditionBased
Maintenance

Life
Extension

Maintenan...
define

differentiate
10

9

8

7

6

Competitor 5

Competitor 4

Competitor 3

Competitor 2

Competitor 1

trade print (2011)

Honeywell
Nielse...
define
differentiate

dabble
rmu
sky connect
tracker iii
targets
messaging
Operational Efficiency
Efficiency
Availability
Safety

talk
text
track
all at once
media plan (2012)

direct

networks

CPC, CPM

CPM

Text, Email, Display, Rich Media,
Sponsorship

Text, Display, Expandab...
marketing automation
…Visits landing page
Target clicks ad

Joins “Smart List”
for newsletter sign-up

Downloads brochure...
define
differentiate
dabble

dissect
define
differentiate
dabble
dissect

do it better
trade show
toolkit
gating tradition

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec
ad served

content drives traffic

lead generated

customers celebrated/nurtured
new
challenges
define
differentiate

dabble
dissect
do it better
Carrie Sinclair

Director, Digital Marketing
Honeywell Aerospace
@Carrie_Comms
/in/carrie.sinclair
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
5 Steps to Modernizing B2B Marketing
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5 Steps to Modernizing B2B Marketing

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Maybe your problem statement differs from Honeywell’s – modernizing a high-tech Fortune 100’s marketing program to match its engineering prowess – but the premise is simple, and the approach will help any business-to-business enterprise up its digital game.

Digital marketing, content marketing, apps and blogs weren’t even in our vocabulary just a few years ago. To succeed, you’ll need to understand how to sell digital in the organization, how to adjust your message to the customer’s expectations and how to wrangle marketing automation and other programs together to achieve results.

Carrie shares the story of how the most unlikely Honeywell business – Defense & Space – moved to nearly all digital in less than a year, and the lessons learned along the way.

For more information: http://aerospace.honeywell.com/blog/5-steps-to-modernize-b2b-marketing

From AMA Phoenix presentation Feb. 26, 2014

Published in: Marketing
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Transcript of "5 Steps to Modernizing B2B Marketing"

  1. 1. 5 steps to modernize business-to-business marketing
  2. 2. define
  3. 3. technology
  4. 4. Logistics Reliability Capability Accuracy Weight Fuel Efficiency ConditionBased Maintenance Life Extension Maintenance Total Cost of Ownership Efficiency Capability Operational Efficiency Physical Security Availability Safety Situational Awareness Cyber Security Speed Intelligence Low Risk Integration Reliability Globalization
  5. 5. define differentiate
  6. 6. 10 9 8 7 6 Competitor 5 Competitor 4 Competitor 3 Competitor 2 Competitor 1 trade print (2011) Honeywell Nielsen AdViews. (representative) Note: Buys are Aero-wide, not by division.
  7. 7. define differentiate dabble
  8. 8. rmu
  9. 9. sky connect tracker iii
  10. 10. targets
  11. 11. messaging Operational Efficiency Efficiency Availability Safety talk text track all at once
  12. 12. media plan (2012) direct networks CPC, CPM CPM Text, Email, Display, Rich Media, Sponsorship Text, Display, Expandable Rich Media TARGETING Contextual by relevancy Audience by job title & industry Geo by country, region, DMA
  13. 13. marketing automation …Visits landing page Target clicks ad Joins “Smart List” for newsletter sign-up Downloads brochure and provides email  Shares on social network
  14. 14. define differentiate dabble dissect
  15. 15. define differentiate dabble dissect do it better
  16. 16. trade show toolkit
  17. 17. gating tradition Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  18. 18. ad served content drives traffic lead generated customers celebrated/nurtured
  19. 19. new challenges
  20. 20. define differentiate dabble dissect do it better
  21. 21. Carrie Sinclair Director, Digital Marketing Honeywell Aerospace @Carrie_Comms /in/carrie.sinclair
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