Turning resource efficiency into measurable B2B engagement for ABB

For pulp and paper manufacturers, resource efficiency is both an environmental priority and a commercial imperative. Improvements in energy use, materials and production processes can support stronger performance, greater resilience and long-term competitiveness.

ABB had deep industry expertise and valuable thought leadership to share. The challenge was to make that expertise relevant to busy decision-makers across international markets and turn awareness of resource efficiency into meaningful engagement.

Human Digital developed a targeted, international B2B campaign around ABB's thought leadership, connecting the broader sustainability conversation with the day-to-day priorities of industrial organisations.

We focused on clear, practical messaging that made the value of resource efficiency easier to understand. Rather than relying on one message for every audience, we adapted the campaign for different markets and professional contexts, balancing a consistent global story with local relevance.

A coordinated mix of professional-channel advertising and content distribution helped the campaign reach relevant audiences and encourage them to engage with ABB's insights. Throughout delivery, we used performance signals to refine the activity and maintain focus on measurable outcomes.

Across a 60-day campaign, the LinkedIn activity generated 106 leads, exceeding the campaign lead benchmark by 24.3%. The reported average cost per lead was approximately 28% below benchmark, demonstrating that targeted thought leadership can deliver reach and efficient engagement together.

Performance insights also highlighted the value of tailoring messages to different markets. The programme gave ABB stronger visibility into how audiences responded to its resource-efficiency story and where future communications could build on that interest.