ABB Utilities Multi-Channel Campaign (LinkedIn, Google & Email)
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.