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In B2B, progress is not just about automation. It is about alignment.
When ABB set out to promote its OPTIMAX® and Advanced Process Control solutions, the ambition was clear. The starting point was not.
A new team. Limited existing assets. A global remit spanning the Americas, Europe, and the Middle East.
Human Digital stepped in as both strategist and delivery partner, transforming minimal context into a complete digital ecosystem designed to perform.
The Challenge
ABB wanted to introduce its digital optimisation portfolio to industrial decision makers across oil, gas, and chemicals. This campaign represented a new global digital approach for ABB’s OPTIMAX® and Advanced Process Control portfolio.
- The Human Digital Approach
The challenge was not technical capability. It was creating confidence in a complex decision environment. Confidence that the solution could be understood and trusted quickly.
- Understanding the Real Barrier
We identified that decision makers were not resistant to digital optimisation. They were cautious. They needed clarity on outcomes, proof of value, and reassurance that implementation would deliver measurable results.
- Reframing the Problem
Instead of leading with features, we reframed the challenge in terms of human questions.
- What will this change for me
- How quickly will I see value
- Can I trust this to work in my environment
This reframing became the foundation of the strategy.
Strategy In Action
With the challenge clearly defined, we moved from insight to execution through a tightly integrated strategy.
- Dual Funnel Design
We designed a dual funnel approach that balanced awareness with lead generation, guided by intent data and customer insight. The goal was to educate broadly while capturing demand from accounts already showing buying signals.
- Content as the Connector
At the centre of the campaign was a high-value eBook that translated complex optimisation into clear, outcome-driven insight.
This asset anchored the campaign, supported by a dedicated landing page, LinkedIn carousel and single-image creative, webinar content, and Google Search activity.
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- End-to-End Delivery
Human Digital led the full content strategy and production, from messaging and creative through to activation and optimisation. The campaign ran from September to November 2025 across the Americas, Europe, and the Middle East, delivering over 550K impressions and nearly 2000 clicks, with strong engagement across regions.
Lead generation activity delivered qualified demand, with clear signals of efficiency across key regions.
Clear, benefit-led creative proved highly effective in driving engagement, reinforcing the value of simplicity and outcome-focused storytelling.
What We Delivered
Global campaign strategy across three regions Content strategy and full content production Hero eBook and gated landing page LinkedIn awareness and lead generation campaigns Google Search activation Webinar support and presentation development Ongoing optimisation and performance reporting
Strategy, customer journey mapping & campaign planning End-to-end build of the Selector Tool Creative assets, including landing pages, infographics, and email nurture flows Paid B2B media planning & campaign Global coordination and delivery across EMEA, the US, and APAC Ongoing optimisation, reporting and collaborative account management
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The Impact
Turning strategic clarity into measurable progress and long-term confidence for a global ABB team.
Beyond Performance Metrics
ABB recognised the work for its strategic clarity, speed, and creative precision.Beyond results, the campaign established a repeatable framework for how ABB brings digital innovation to market.
A Stronger Partnership Model
The collaboration demonstrated the value of having a partner who can move fast, think strategically, and deliver with confidence in fast-moving and evolving environments.
The Human Digital Difference
Integrated funnels
Region-specific focus
A human voice that makes complex technology feel achievable
Because behind every digital investment is a person making a decision.
Our role is to make that decision clearer, simpler, and easier to move forward with.
