Written by Lilli Reuel
Client Services
Turning thought leadership into sales
Industries like Food & Beverage and Construction use significant amounts of energy. Digitalising operations is the best route forward for businesses to improve energy efficiency, reduce costs and scale performance.
But, despite businesses understanding the benefits of digital transformation, there are still barriers to overcome before they can trust a digital partner.
Our challenge
ABB wanted to understand how to talk to customers to help them overcome these barriers. How could we educate operations managers and build belief in ABB’s ability to make digitalisation practical, and simple?
Our solution
We surveyed 346 decision makers across 9 segments to build a comprehensive, data-driven picture of motivations, trends, successes and failures, which we distilled into windows of opportunity: giving operations managers a new perspective on the business benefits of digitally connected systems.
By understanding barriers built around complexity and cybersecurity fears, we were able to break these down into simple steps to help customers overcome their misconceptions.
The creative approach immediately differentiated the campaign in social and digital channels, driving huge engagement numbers into a carefully planned and tracked funnel.
The bigger story
Our thought leadership campaign aimed to give operations managers the opportunity to see the full potential of digital, faster. We told the ‘bigger story’ of digitalisation, cascaded through digital and social channels over two months, connecting to sales across their CRM platform.
The results
This unique campaign drove significant engagement, with three million LinkedIn impressions and 11,000 landing page views. We turned thought leadership into lead generation which greatly exceeded influenced pipeline targets.
Ready to make the complicated simple?
Agency Inc