It's always interesting seeing a client's eyes light up when you explain how much sales and marketing collateral can be secured from one piece of work.
Let's take a useful, objective white paper we drafted that could stop property owners and facilities managers making a costly mistake when selecting a building management system.
In this instance, a document created to address a specific issue for several customers formed the basis of a news release that broadened awareness of the white paper's existence, heightened the perception of Honeywell as a reliable and objective authority and generated a number of requests for further information.
We then wrote an article, which was effectively an abridged version of the paper, tailored it for different markets and submitted it for relevant features in targeted - but non-competing - publications.
The next stage will be to turn the original white paper into a presentation, which can be used by the sales team and at future conferences and seminars.
Works Management: Honeywell separates fact from fiction
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