5 Steps to Modernizing B2B Marketing
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Transcript of 5 Steps to Modernizing B2B Marketing
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5 steps to modernize business-to-business
marketing
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define
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technology
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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
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differentiate
define
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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
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dabble
definedifferentiate
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r m u
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sky connect tracker iii
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targets
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messagingtalk
text
track
all at once
Safety
Efficiency
Availability
Operational Efficiency
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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)
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Target clicks ad
…Visits landing page
Joins “Smart List” for newsletter sign-up
Downloads brochure and provides email
Shares on social network
marketing automation
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dissect
definedifferentiatedabble
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do it better
definedifferentiatedabbledissect
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trade show toolkit
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Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
gating tradition
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ad served
lead generated
content drives traffic
customers celebrated/nurtured
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new challenges
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define
differentiate
dabble
dissect
do it better
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Carrie Sinclair
Director, Digital MarketingHoneywell Aerospace
@Carrie_Comms
/in/carrie.sinclair