What we do

Critical infrastructure industries face increasing pressure to comply with evolving cyber security regulations while defending against targeted attacks. ABB needed to raise awareness and generate qualified leads for its Cyber Security offerings in Process Automation Energy Industries (PAEN). The challenge was to engage a diverse global audience and drive cost-efficient conversions across both awareness and performance-focused channels.

The global utilities industry faces increasing pressure from ageing infrastructure, budget constraints, and workforce skill gaps. ABB recognised that many utilities needed a comprehensive strategy to optimise uptime, improve maintenance, and plan future-proof investments. However, buyers in this sector move slowly, with long non-linear purchase journeys—only 5% are sales-ready at any given time. The marketing challenge was to reach and nurture both existing and new customers through valuable content across diverse global markets, in multiple languages, and on appropriate platforms.

ABB set out to position itself as a technology leader in sustainable metals production, specifically promoting its role in the shift toward fossil-free steel. The challenge: engaging a niche, highly technical B2B audience across multiple global markets, where buying cycles are long and digital lead generation is traditionally difficult. The campaign was rolled out in two waves: the first focused on building awareness and testing creative, messaging, and channels. The second applied those learnings to sharpen targeting and drive higher-quality, cost-efficient lead generation at scale.