Case Study: Honeywell achieves stronger pipeline and higher engagement with RollWorks

How Honeywell invests in innovation with ABM

Honeywell, a 100+ year legacy industrial technology company, faced waning returns from traditional marketing (press releases, print brochures, mass media) and needed to drive demand and measurable pipeline as buying habits shifted. To modernize its approach and prove marketing as an investment, Honeywell adopted account-based marketing and partnered with RollWorks—integrating RollWorks with its CRM and Marketo to enable precision digital targeting.

Using RollWorks’ ABM capabilities (alongside LinkedIn and geofencing tests), Honeywell ran name-based campaigns that turned 128 targeted contacts into 89 landing‑page visitors who spent about 6.5 minutes on the page versus a 2–3 minute average. RollWorks helped capture actual target names, focus KPIs, and boost conversion rates (smaller deals converted at 40–50% vs. a 20–25% average), delivering significant pipeline and executive buy‑in.

Honeywell

Bill Kircos

Chief Marketing Officer