ABB

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.

Process

Wave 1 laid the foundation across nine English-speaking markets, where we delivered end-to-end campaign production including all creative, landing pages, emails, an insight-led eGuide, and an eBook on circularity. This wave focused on A/B testing messaging themes and formats across LinkedIn and Google, helping us gather key data on what resonated with utility buyers.
Wave 2 expanded into multilingual markets with localised landing pages and ad creatives fully translated by our team into six languages. Circularity messaging emerged as the top performer, prompting a refreshed approach to the eBook’s framing and content hierarchy. Learnings from Wave 1 drove sharper audience segmentation, optimised keyword strategies, and more efficient bidding.
Wave 3 honed in on lead quality and efficiency. We retargeted high-intent audiences from previous waves and optimised region-specific campaigns, particularly in India, Vietnam, and Australia. Target CPA bidding and manual budget adjustments helped boost return, while underperforming markets and creatives were paused.

Key optimisations included:

Full production of creative assets, landing pages, emails, eGuide, and eBook
A/B testing of messaging frameworks including circularity vs. maintenance themes
Target CPA bidding and demographic tuning for cost efficiency
Language and content localisation across 9 languages
Strategic reallocation of budget based on regional performance

This iterative, insight-driven approach led to reduced CPLs and increased lead volume in priority markets, while strengthening ABB’s positioning as a trusted partner to utility decision-makers globally.

Deliverables

We ran a three-wave paid media campaign across LinkedIn, Google Search, and email in 25 countries, delivering localised, insight-led creative in 9 languages to engage utility decision-makers across Asia, Europe, and Latin America. Each wave was anchored in ABB’s eGuides, eBooks, and success stories, combining targeted digital ads with strategic email outreach to drive qualified leads and long-term engagement.