B2B work that works

Alliance Woodware had precision-engineered hiveware built for Canadian conditions. Human Digital built the brand presence to match it, from zero.

ABB produced an innovative global whitepaper on mine electrification. Human Digital made sure it landed with the right people in the right market.

Human Digital partnered with NZ Pump to close the gap between what the business had built and how it showed up online.

ZEISS Industrial Quality Solutions needed a team to build campaigns across a technically complex B2B portfolio. Human Digital built the system.

Human Digital partnered with Noel Leeming Commercial to shift from reactive lead generation to a structured B2B revenue full-funnel marketing approach, balancing brand, demand, and account customer focus.

We uncovered a key insight into how engineers think and make decisions, which shaped the campaign strategy and led to the creation of a practical Selector Tool.

We recognised that sustainability means different things to different decision makers, so we built a role and stage based LinkedIn campaign to drive higher quality leads.

We met café owners and office managers in the moment they were looking for better coffee solutions, turning that intent into real conversations and qualified leads.

In B2B, progress is not just about automation. It is about alignment.

Unilever Professional faced the challenge of creating refreshed AU and NZ websites that could effectively showcase its full professional product portfolio, strengthen individual brand presence, and provide engaging content for professional audiences.

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.

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.

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.

Unilever Professional aimed to enhance brand awareness with trade customers across Australia and New Zealand for its portfolio of cleaning and laundry brands stocked at Bunnings sheds in Australia and New Zealand. The challenge was to deliver high-reach, cost-effective Google Search and Display campaigns to drive views and clicks to the Bunnings website.

Unilever Professional wanted to raise awareness of their Surf Professional Detergent line, available at Bunnings Warehouse — a well-known destination for DIYers and trade professionals across Australia. To reach time-poor small business owners and DIY consumers in an engaging way, Spotify was chosen as the campaign platform. Human Digital was brought in to develop, localize, and amplify creative content, ensuring maximum platform fit, audience connection, and brand impact.

ABB had created a powerful brand campaign — "Unstoppable" video series celebrating the real stories of women breaking barriers across industries that lack gender diversity like mining, manufacturing, and oil & gas. With a bold commitment to sustainability and inclusion, ABB needed to amplify these stories globally. That’s where Human Digital came in. The objective: not just visibility, but engagement, reaching both decision-makers and the next generation of talent.

Unilever Professional set out to increase awareness of Jif Professional — a versatile cleaning solution with over 100 uses — available at Bunnings across Australia. To reach business operators, Human Digital was engaged to deliver a Spotify-based awareness campaign designed to showcase Jif’s superior cleaning performance and everyday utility.

A manufacturer of EV batteries, wanted qualified leads across many regions globally on LinkedIn. They aimed for brand awareness and cost-effective conversions.

The client wanted to Increase awareness and generate leads for electric vehicle (EV) charging solutions among Australian City Councils.

The campaign employed a multi-platform strategy, leveraging Google Ads and Meta platforms (Instagram and Facebook), as indicated by the campaign plan and results slides. The team conducted detailed performance analysis through each stage of the funnel — from building brand perceptions to driving sales actions. The insights slide reveals a focus on lead quality, geographic targeting, and demographic engagement to refine the approach.

NRMA wanted to launch a new carbon offset experience for customers. This was a new service offering that differed from the traditional insurance offer.

The challenge was to engage both technical and non-technical audiences, driving them towards actionable steps such as using a savings calculator or attending webinars, ultimately resulting in increased transaction inquiries.

The mandate was to create an online presence that caters to both industry veterans and newcomers, presenting Success Formula as a thought leader while driving engagement through strategic design and content placement.

Deloitte faced the challenge of creating a dynamic and functional website that not only presents their Data and AI services effectively but also appeals to a broad spectrum of visitors, including potential hires, partners, and clients. The website needed to be informative yet engaging to effectively communicate Deloitte's expertise and opportunities in the IT consulting sector.

Washtech was utilizing an outdated database system for their knowledge base document management. The system's lack of vendor support and suboptimal user interface severely hindered efficient document retrieval processes for both internal staff and external customers.

The challenge was to modernize the 30+ year old branding of NZ Pump Co. to better reflect their current products and global presence, moving away from outdated imagery to a new identity that could effectively communicate their values and offerings to a worldwide market.

Payments was the most cited issue raised by providers and business The provider experience was manual with invoices being emailed, posted, and faxed to icare. Payment was slow and the experience was inconsistent.