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