Case Study
ABB aimed to reconnect with its modern consumers through a warm and informative voice that engaged them to act.
In a world of increased connectivity, leading companies have become indiscernible from glossy plastic brands. Reaching and connecting with modern consumers through a corporate brand voice often feels impersonal and goes unnoticed.
ABB chose to personify its mission by selecting executives that shared their core values and provided them with the tools to potentialize their unique voice.
Now, ABB’s audience is engaged and connected to ABB’s mission and tenets. Through authentic posts, their audience understands the mission that moves ABB forward and how it can benefit their customers and themselves.
Challenge
Help ABB win bigger than ever before in an increasingly competitive growth area.
Outcome
ABB has fundamentally shifted their thinking from inside-out, to outside-in. This new perspective has enabled them to better connect and build trust with customers, which ultimately will lead to longer-term relationships and larger deals.
Project Scope
Strategic Marketing
Value Propositions
Sales Enablement
Marketing Plans
Account-based Marketing
Content Creation
We continue to support the growth and development of Strategic Marketing within a key ABB business division. We act not only as advisors on the future of the internal capability itself, but also as partners who support the identification and delivery of their work.
We identified a need for more refined, ownable value propositions in several business units. Through a series of exercises and frameworks, we were able to equip internal teams at ABB with the tools to create value propositions that deliver on customer needs and drivers, rather than internal capabilities.
We conducted a significant discovery process to identify regional gaps in ABB’s ability to sell in a target category. This culminated in a global, multidisciplinary workshop that brought experts throughout the organization together to chart the path forward on filling those sales gaps. Activities and next steps were prioritized and assigned to specific individuals for accountability. Implementation is ongoing and we expect to see major business movement throughout 2025.
We created a brand new format for ABB marketing plans in 2025 that clearly connects marketing outcomes and tactics to business objectives and metrics. This approach not only strengthened these plans by ensuring marketing recommendations were purposeful and impactful, but also helped executive leadership to clearly see and understand the value of marketing itself.
Traditional account-based marketing focuses on creating content that is relevant to the top brands and organizations a company is looking to win. For this initiative with ABB, we went deeper than the standard approach, instead diving into specific members of account buying committees and creating strategies that hyper-targeted their individual needs. This allowed ABB to not only tailor content to the individuals and influencers actually making decisions, but to tailor the sales person who would be responsible for curating that relationship as well.
ABB is well on their way to being an outside-in organization, with customer needs guiding their strategy and communication. As the B2B space advances, this evolution will be increasingly important to maintain and grow their market position. We expect to see long-term revenue, loyalty, and brand lift as their journey continues.
Sara Sedighi
Global Strategic Marketing Manager
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