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

1. 5 steps to modernize
business-to-business
marketing

2. define

13. technology

15. 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

16. define
differentiate

18. 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.

20. define
differentiate
dabble

21. rmu

22. sky connect
tracker iii

23. targets

24. messaging
Operational Efficiency
Efficiency
Availability
Safety
talk
text
track
all at once

25. 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

27. marketing automation
…Visits landing page
Target clicks ad
Joins “Smart List”
for newsletter sign-up
Downloads brochure
and provides email 
Shares on social
network

28. define
differentiate
dabble
dissect

30. define
differentiate
dabble
dissect
do it better

31. trade show
toolkit

33. gating tradition
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec

34. ad served
content drives traffic
lead generated
customers celebrated/nurtured

35. new
challenges

38. define
differentiate
dabble
dissect
do it better

39. Carrie Sinclair
Director, Digital Marketing
Honeywell Aerospace
@Carrie_Comms
/in/carrie.sinclair