In the complex world of business-to-business interactions, the greatest challenges aren’t about technology but about people: people making decisions, seeking clarity, and needing trust.
This belief sits at the heart of how Human Digital approaches every project, transforming intricate problems into clear, results-driven strategies.
Our collaboration with ABB, following their acquisition of GE Industrial Solutions, is a prime example of how strategy, creativity, and execution working in unison can do more than solve a marketing challenge, it can build lasting customer trust.
The Strategy: Understanding the Human Problem
Imagine inheriting millions of legacy products scattered across the globe. Products whose users might not even know you now own them. That was ABB’s challenge. Aging equipment, safety concerns, and customer uncertainty, but no clear path for these customers to find help. Many simply did not realise ABB was the partner ready to service and modernise what they already had.
- The Human Digital Approach
We begin by understanding the people at the centre of the problem. Our strategy was not about pushing new products. It was about addressing a fundamental lack of awareness and a customer’s anxiety.
- Deep Dive Diagnosis
We moved beyond assumptions, mapping the most common GE products and identifying the highest value regions for modernisation. This strategic clarity shaped the full program and ultimately contributed to more than 35,500 landing page views and more than 2.1 million impressions across LinkedIn, Google, and Bing during Wave 1.
- Human Centred Funnel Design
We built a journey that combined awareness with direct demand capture. Messaging remained clear, supportive, and human first. This strategic groundwork delivered 311 marketing leads, 227 asset downloads, and 84 Contact Us requests, showing a strong rebuilding of trust around GE legacy ownership.
This understanding of the customer perspective is where our value begins. It is the blueprint that ensures every step is purposeful.
The Solution: Strategy in Action
With strategy aligned, we built execution designed for real human behaviour.
- The GE to ABB Selector Tool
Created by Human Digital, this became the heart of the campaign. It solved the primary customer roadblock: “What do I have and what do I do next”
Customers could instantly match outdated GE products with ABB replacements, upgrades, or spares.
The response validated this approach. Selector Tool creatives delivered the strongest engagement across all channels, including up to 1,405 clicks on a single LinkedIn creative.
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- Global Collaboration in Action
The Selector Tool was amplified through a coordinated global rollout. We aligned eBooks, infographics, nurture flows, and paid media across EMEA, the United States, and APAC.
This integration delivered more than 56,000 opened emails with an average open rate of 45 percent and more than 8,600 email click throughs. These engagement levels far exceeded B2B norms and consistently reinforced the modernisation journey.
- A Standout Performer
The Selector Tool did not simply support the campaign. It defined it. A user friendly, service focused tool that proved how strategically designed utilities can outperform traditional B2B execution.
What We Deliver
Strategy, customer journey mapping and campaign planning, end to end build of the Selector Tool, creative assets including landing pages infographics and email nurture flows, paid B2B media planning and campaign delivery, global coordination across EMEA the United States and APAC, ongoing optimisation reporting and collaborative account management.
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
Results
The Impact & The Human Digital Difference
The results of this integrated strategy go far beyond typical performance metrics.
Beyond Leads
The campaign delivered 311 marketing leads, 227 downloadable assets, 84 high intent sales requests, and more than 2.1 million impressions.
But the deeper impact was trust. ABB strengthened its position as the partner who not only owns GE’s legacy but actively secures its future.
The Human Digital Philosophy
This work reflects our core beliefs.
Strategy rooted in real customer pain points.
Creativity that puts humans first.
Global execution that removes friction and builds confidence.
Because behind every B2B brand is a person making a decision. At Human Digital, we make that decision easier. When strategy, service, and execution move together, the result is not just performance. It is trust.
