5 steps to modernizing b2b marketing
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, 2014TRANSCRIPT
![Page 1: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/1.jpg)
5 steps to modernize business-to-business
marketing
![Page 2: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/2.jpg)
define
![Page 3: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/3.jpg)
![Page 4: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/4.jpg)
![Page 5: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/5.jpg)
![Page 6: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/6.jpg)
![Page 7: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/7.jpg)
![Page 8: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/8.jpg)
![Page 9: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/9.jpg)
![Page 10: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/10.jpg)
![Page 11: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/11.jpg)
![Page 12: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/12.jpg)
![Page 13: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/13.jpg)
technology
![Page 14: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/14.jpg)
![Page 15: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/15.jpg)
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
![Page 16: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/16.jpg)
differentiate
define
![Page 17: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/17.jpg)
![Page 18: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/18.jpg)
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
![Page 19: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/19.jpg)
![Page 20: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/20.jpg)
dabble
definedifferentiate
![Page 21: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/21.jpg)
r m u
![Page 22: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/22.jpg)
sky connect tracker iii
![Page 23: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/23.jpg)
targets
![Page 24: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/24.jpg)
messagingtalk
text
track
all at once
Safety
Efficiency
Availability
Operational Efficiency
![Page 25: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/25.jpg)
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)
![Page 26: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/26.jpg)
![Page 27: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/27.jpg)
Target clicks ad
…Visits landing page
Joins “Smart List” for newsletter sign-up
Downloads brochure and provides email
Shares on social network
marketing automation
![Page 28: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/28.jpg)
dissect
definedifferentiatedabble
![Page 29: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/29.jpg)
![Page 30: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/30.jpg)
do it better
definedifferentiatedabbledissect
![Page 31: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/31.jpg)
trade show toolkit
![Page 32: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/32.jpg)
![Page 33: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/33.jpg)
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
gating tradition
![Page 34: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/34.jpg)
ad served
lead generated
content drives traffic
customers celebrated/nurtured
![Page 35: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/35.jpg)
new challenges
![Page 36: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/36.jpg)
![Page 37: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/37.jpg)
![Page 38: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/38.jpg)
define
differentiate
dabble
dissect
do it better
![Page 39: 5 Steps to Modernizing B2B Marketing](https://reader036.vdocuments.us/reader036/viewer/2022062510/54691f1eaf795929318b54b6/html5/thumbnails/39.jpg)
Carrie Sinclair
Director, Digital MarketingHoneywell Aerospace
@Carrie_Comms
/in/carrie.sinclair