Bespoken Directive
Spinning up the digital hamster...

Honeywell - Corporate (ABM Program)


As Account-Based-Marketing started to roll out as a new methodology for hyper-focused strategic account marketing and sales, our team jumped in and honed our ABM skills and strategies. We earned our stripes and proved our ability to execute highly demanding and scalable ABM campaigns, which became invaluable for our work with companies like Honeywell, GE, Compliance.AI, Trico Corporation, and several others.

Honeywell explicitly chose BSPKN to forge the very definition of account-based marketing, helping to develop the internal playbook on the matter and execute and deliver real results. We focused on strategic accounts that included companies like UPS, FedEx, DHL, Pepsi, Penske, and Target, to name a few.

Strategy: Use ABM best practices to create awareness of Honeywell products and services at UPS. 

Objective: Demonstrate value and motivate employees to engage with us, driving leads for sales. 

Implementation: Create awareness of Honeywell logistics solutions using search, social, and display ads, news, videos, blogs, etc., to create New / unique / repeat visitors and new followers. Drive interest for products that align with UPS needs to help educate the target accounts using webinars, videos, eBooks, brochures, or technical white papers through content downloads, demo requests/lead forms, and blog/webinar production.

  • Account-Based Marketing
  • Drip Campaigns + Inbound Marketing
  • Marketing Strategy
  • Paid Search/Social
  • Video Development
  • Lead Segmentation
  • Salesforce + Hubspot
  • Clearbit + Dun & Bradstreet
  • Bombora + ZoomInfo
  • Marketo
  • Rollworks + Terminus
  • Adobe Target
  • Google Analytics + Adobe Analytics
  • Tableau + Google Data Studio
  • LinkedIn + Facebook + Google

Honeywell experiences unprecedented results using ABM strategic accounts digital marketing customized for individual companies.

  • Microtargeted media driving to customized UPS page (built-in Joule, migrating to Joule Base Tenant)
  • 71 visits identified in VP/C-Suite + 99 new leads; Rollworks ABM ads: only visible to UPS employees
  • Averaging 20-40 visits per day / 650-750 per month; Video views: 13,364


  • 80 targeted in LinkedIn Video-to-LP views, excellent open rate of .032% 
  • 9809 impressions, 64 link clicks of LinkedIn in-line ads, an excellent clickthrough rate of 0.64% 
  • 44 (68.75%) from business dev ; 26 (40.63%) from owners
  • 6 (9.38%) from Presidents + 7 (10.94%) VPs; 9 (14.06%) from Atlanta 

Overview Google Ads for leads (using Rollworks). 

  • Google Ads generated 1448 Inquiries (Y1); 637 MQLs and 14 SQLs; SQL/Opps: around $ 9.4 million.
  • Google Ads generated 1314 Inquiries (Y2); 360 MQLs and 10 SQLs; SQL/Opps: around $ 900k; Closed won: 1 ($ 227,934).


We’ll transform your website into a high-performance, mobile focused, marketing machine that captures, nurtures and generates sales leads even while you sleep.

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