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 …

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

More in: Marketing
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Transcript

  • 1. 5 steps to modernize business-to-business marketing
  • 2. define
  • 3. technology
  • 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. define differentiate
  • 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. define differentiate dabble
  • 8. rmu
  • 9. sky connect tracker iii
  • 10. targets
  • 11. messaging Operational Efficiency Efficiency Availability Safety talk text track all at once
  • 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. 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. define differentiate dabble dissect
  • 15. define differentiate dabble dissect do it better
  • 16. trade show toolkit
  • 17. gating tradition Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
  • 18. ad served content drives traffic lead generated customers celebrated/nurtured
  • 19. new challenges
  • 20. define differentiate dabble dissect do it better
  • 21. Carrie Sinclair Director, Digital Marketing Honeywell Aerospace @Carrie_Comms /in/carrie.sinclair