advertisement

5 Steps to Modernizing B2B Marketing

40 %
60 %
advertisement
Information about 5 Steps to Modernizing B2B Marketing
Marketing

Published on March 3, 2014

Author: CarrieSinclair

Source: slideshare.net

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
advertisement

5 steps to modernize business-to-business marketing

define

technology

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

define differentiate

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.

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, Expandable Rich Media TARGETING Contextual by relevancy Audience by job title & industry Geo by country, region, DMA

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

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

Add a comment

Related presentations

Brands are more invested today than ever before on curating and distributing paid,...

Marketers need to be creating and publishing original content across many differen...

As content marketing continues to increase in popularity in every industry, more m...

Il Direct Email Marketing (DEM) è una tipologia di marketing diretto che usa la po...

This presentation contains all 120 rules from Part 1 of the 2nd edition of "Email ...

Olá, somos o Paulo Bernardes e o Pedro Silvestre, temos uma ambição em comum de me...

Related pages

5 Steps to Modernizing B2B Marketing - Marketing

Maybe your problem statement differs from Honeywell’s – modernizing a high-tech Fortune 100’s marketing program to match its engineering prowess ...
Read more

5 Steps to Innovative, Digital, Latin-Inspired Marketing

5 Steps to Modernizing B2B Marketing. Facebook Mobile Marketing – 5 Steps To Success. ... Inbound Marketing Summit - 5 Steps to Agile Marketing - David ...
Read more

Beyond B2B

Beyond B2B, A Digital Reality ... We have now been through the first five steps to creating a hybrid ... It was invented by marketing professionals in ...
Read more

4 Steps to tie B2B marketing investment to revenue via ...

4 Steps to tie B2B marketing investment to revenue via automation. Posted on: April 15, 2011
Read more

5 Signs You Need to Modernize a Legacy Application | Bplans

But modernizing a legacy system ... 5 Signs You Need to Modernize a Legacy Application. ... Do several cumbersome steps dampen user productivity?
Read more

9 Steps to Building a Compelling Business Case for B2B ...

Step 5: Frame the problem ... report from the calculator to bolster their business case for modernizing their B2B ... Manager for B2B, Commerce, ...
Read more

How Global Is Your Digital Commerce? - ibm.com

5 Steps to Harnessing the Power of Supplier Innovation. ... B2B Integration. Why Modernizing Commercial Payments Processing Makes Sense.
Read more

Upgrading and modernizing your B2B strategy: a call to ...

Chief Marketing Officer; Blog; ... Careers; Upgrading and modernizing your B2B strategy: a call to arms ... The webinar included input from MetraTech ...
Read more