Accelerating Honeywell DRaaS Go-to-Market to Critical Infrastructure with Veeam

As digital transformation accelerates, organisations in the Australian Critical Infrastructure (CI) sector are under increasing pressure to fortify their cyber resilience. Recognising this urgent need, Honeywell sought to launch a partner marketing campaign with data protection leader Veeam to introduce its Disaster Recovery as a Service (DRaaS) solution to the market.

Filament was engaged to design and execute a content-led Go-to-Market (GTM) campaign that would drive awareness, position Honeywell as a trusted data protection provider, and generate demand for Honeywell DRaaS among CI organisations. This case study details how our strategic approach helped Honeywell and Veeam connect with key decision-makers and drive business growth.

About Honeywell: A Global Leader in Technology and Innovation

Honeywell is a Fortune 500 company that develops innovative solutions to address critical global challenges in safety, security, and energy. With approximately 110,000 employees worldwide, including more than 19,000 engineers and scientists, the company is committed to delivering cutting-edge technologies that enhance business efficiency and resilience.

As part of its commitment to securing the digital future, Honeywell provides a comprehensive Buildings Cybersecurity suite, ensuring organisations can protect operational technology (OT) environments from cyber threats. Partnering with Veeam, a global leader in data protection and disaster recovery solutions, Honeywell sought to reinforce its position as a trusted provider of DRaaS for the Australian CI sector.

Industry:Building Automation
Type: Hardware, Software and Technology Services Provider
Offering: Building software, products and services
Target Market: Commercial buildings, airports, data centres, education, Government, Healthcare, Hospitality
Vendor Channels: Veeam
Filament Services Used:

The Challenge:

Navigating a Complex Cybersecurity Landscape in Critical Infrastructure

With increasing digital interconnectivity, critical infrastructure organisations are highly vulnerable to cyber threats. Operational downtime due to cyberattacks, data loss, and compliance risks pose significant challenges, making disaster recovery strategies a business necessity.

However, many CI organisations struggle to implement robust disaster recovery plans due to limited internal IT resources, reliance on outdated backup methods, and a lack of awareness about advanced DRaaS solutions. Honeywell needed a strategic marketing campaign to educate the market, differentiate its DRaaS offering, and position itself as the go-to provider for cyber resilience in buildings OT environments.

To achieve this, Honeywell required a highly targeted GTM approach that would not only generate awareness but also nurture leads and convert them into customers.

The Engagement:

How Honeywell and Veeam partnered with Filament for this GTM

Honeywell recognised that a successful market entry for its DRaaS offering would require an expert partner with deep experience in B2B technology marketing, cybersecurity positioning, and channel enablement.

Due to our long-term relationship with Veeam as their preferred partner agency, the Veeam team introduced Filament to Honeywell for our expertise in designing an integrated marketing strategy that would align with their business objectives. Given our track record in launching high-impact campaigns for technology leaders, we were selected to lead the initiative.

Together, we embarked on a strategic collaboration, leveraging our expertise in content marketing, digital engagement, and demand generation to develop a powerful campaign tailored for CI decision-makers.

The Solution:

Developing Data-Driven Content to Guide CI Organisations

A core component of Honeywell’s campaign was an authoritative white paper designed to educate CI leaders on the necessity of Disaster Recovery as a Service (DRaaS). Filament conducted in-depth research and collaborated with industry experts to develop a resource that positioned Honeywell and Veeam as thought leaders in cyber resilience.

Key elements of the white paper included:

The Cost of Downtime: Drawing on research from Atlassian, we outlined the financial risks of operational downtime, which can cost businesses between $100,000 to $540,000 per hour.
The Growing Cyber Threat Landscape: The paper detailed emerging cyber risks such as ransomware, phishing, and zero-day exploits, reinforcing the need for robust disaster recovery strategies.
Natural Disasters and Technology Failures: We explored how severe weather events and system failures impact CI organizations and why a proactive DRaaS approach is essential.
DRaaS for OT Environments: The white paper specifically addressed the unique challenges of securing OT systems, leveraging insights from Honeywell’s 2020 study on cybersecurity breaches in critical infrastructure.
Key DRaaS Benefits: We highlighted the advantages of DRaaS over traditional disaster recovery methods, emphasizing automation, cost-effectiveness, and seamless failover capabilities.
Industry Best Practices: The paper provided actionable recommendations on assessing cyber risk, implementing redundancy measures, and achieving compliance in the CI sector.

By delivering a well-researched, technically accurate, and market-relevant white paper, Filament played a critical role in equipping Honeywell with the foundational content needed to drive awareness and engagement in its GTM campaign.

The Benefit:

Establishing Honeywell as a Trusted Cyber Resilience Partner for CI

The strategic marketing campaign delivered several key benefits for Honeywell and Veeam:

Enhanced Market Awareness: The campaign positioned Honeywell as a thought leader in cyber resilience for CI organizations.
Stronger Value Proposition: Clear, differentiated messaging reinforced Honeywell’s DRaaS offering as the ideal solution for buildings OT environments.
Higher Lead Engagement: Content-driven strategies educated prospects, increasing engagement and driving them further along the buyer journey.
Sales Acceleration: The campaign equipped sales teams with the tools and insights needed to engage and convert high-value prospects effectively.

The Result:

Driving Demand and Market Adoption for Honeywell DRaaS powered by Veeam

The campaign successfully increased Honeywell’s visibility and market penetration for its DRaaS solution, driving measurable results:

Significant Audience Growth: Expanded reach to decision-makers in the CI sector, generating a substantial increase in qualified leads.
Higher Engagement Rates: Increased audience engagement, content downloads, and webinar attendance, reflecting strong market interest.
Accelerated Sales Pipeline: The campaign contributed to a stronger sales pipeline, with a notable increase in inquiries and deal progression.
Positioning as Industry Leaders: Honeywell and Veeam can be recognised as key players in disaster recovery solutions for buildings OT environments.

Ready to elevate your Go-to-Market strategy?

Filament helps B2B technology companies craft high-impact marketing campaigns that drive awareness, engagement, and revenue growth. If you’re looking to accelerate your GTM strategy, we’re here to help.

Let’s talk about your next big move. Contact us today.