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.
Building on this, the belief sits at the heart of how Human Digital approaches every project, transforming intricate problems into clear, results-driven strategies. This is exemplified in our collaboration with ABB, following their acquisition of GE Industrial Solutions, where strategy, creativity, and execution worked in unison to not only solve a marketing challenge but also build lasting customer trust.
The Challenge
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 Human Digital Solution
We translated strategy into a connected, end-to-end system designed to guide customers from uncertainty to action.
From customer journey mapping and campaign planning, we defined how to engage audiences at every stage. This led to the design and development of the GE to ABB Selector Tool, creating a simple, practical way for customers to identify, replace, and upgrade legacy systems.
Around it, we built a coordinated ecosystem of landing pages, infographics, and email nurture flows, supported by global B2B media execution across LinkedIn, Google, and Bing.
Delivered across EMEA, the United States, and APAC, the program was continuously optimised through reporting and close collaboration, ensuring every element worked together to move customers forward.
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.
The Impact
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.
From the client
Sophie Neat, Global Head of Digital Marketing and Content at ABB.
