CASE STUDY: BOEING - B2B CONTENT MARKETING

Project Overview

Boeing - B2B Content Marketing

Client: Boeing, B2B Content Marketing

Boeing is an American multinational corporation that designs, manufactures, and sells airplanes, rotorcraft, rockets, satellites, telecommunications equipment, and missiles worldwide.

Requirements:

Lead a content marketing campaign to promote sales of the Boeing 737 MAX 10 Links to an external site. Boeing is taking orders for this new aircraft, with delivery expected in 2023.

One of the target customer segments for this aircraft is current 737 MAX 9 customers, to persuade them to upgrade to the latest model. Boeing is also aware that customers will weigh its latest model against the Airbus A320neo (links to an external site). And potentially the Russian-made Irkut MC-21 Links to an external site.

As a content lead for a client: Alaska Airlines,

• Research the client and prepare a comprehensive summary of their current organizational status to facilitate the sales team at Boeing in preparing for sales meetings with Alaska Airlines.
  

• Outline the customer journey from the perspective of Alaska Airlines, utilizing the funnel framework. Boeing sales representatives are expected to use this to prepare for client sales meetings.
  

• Create samples of the content you would create for each stage of this funnel. Focus on the value proposition and core messaging you want to convey, keeping the broader conversion goal in mind.
  

• Choose the marketing channels for each stage of the funnel to promote your content, considering the customer’s needs.

The Presentation: Click on slides to expand.

Infographics: Click on slides to expand

Disclaimers:

1. Caveat: This presentation is based on facts and requirements from 2023. January 2024 Incident: An Alaska Airlines 737 MAX 9 experienced an uncontrolled door plug blowout mid-flight, leading to a short-term grounding of MAX 9s. As of today, 2025, there have been no further incidents.
   

2. The presentation is not an endorsement, prediction, or advertisement of Boeing or any other brands mentioned in this blog. The presentation and competitor analysis are for research and illustrative purposes only.