5 Steps to Modernizing B2B Marketing
39
5 steps to modernize business-to- business marketing
-
Upload
carrie-sinclair -
Category
Marketing
-
view
215 -
download
4
description
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
Transcript of 5 Steps to Modernizing B2B Marketing
5 steps to modernize business-to-business
marketing
define
technology
Physical Security
Situational Awareness
IntelligenceCyber
Security
Weight
Reliability
Maintenance
Capability
Logistics
Accuracy
Fuel Efficiency
Condition-Based
Maintenance
Capability
Low Risk
Integration
Globalization
Reliability
Speed
Safety
Total Cost of Ownership
Life Extension
Efficiency
Availability
Operational Efficiency
differentiate
define
trade print (2011)
Nielsen AdViews. (representative)Note: Buys are Aero-wide, not by division.
Honeywell
Com
petit
or 1
Com
petit
or 2
Com
petit
or 3
Com
petit
or 4
Com
petit
or 5
6 7 8 9 10
dabble
definedifferentiate
r m u
sky connect tracker iii
targets
messagingtalk
text
track
all at once
Safety
Efficiency
Availability
Operational Efficiency
direct networks
TARGETING Contextual by relevancy Audience by job title & industry Geo by country, region, DMA
Text, Display, Expandable Rich Media
CPMText, Email, Display, Rich Media,
Sponsorship
CPC, CPM
media plan (2012)
Target clicks ad
…Visits landing page
Joins “Smart List” for newsletter sign-up
Downloads brochure and provides email
Shares on social network
marketing automation
dissect
definedifferentiatedabble
do it better
definedifferentiatedabbledissect
trade show toolkit
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
gating tradition
ad served
lead generated
content drives traffic
customers celebrated/nurtured
new challenges
define
differentiate
dabble
dissect
do it better
Carrie Sinclair
Director, Digital MarketingHoneywell Aerospace
@Carrie_Comms
/in/carrie.sinclair
