Case Study: ABB achieves stronger qualified lead generation with Human Digital

ABB drives 63% A/B-tier leads with Human Digital

The customer ABB faced the challenge of generating traction in the Australian mining market for their global whitepaper on mine electrification. Despite the asset's technical depth, it needed to resonate with local operators and decision-makers who prioritize practical, proven applications over theoretical vision. The vendor Human Digital was engaged to address this.

Human Digital rebuilt the campaign around the audience, shifting messaging from future vision to practical application. Their solution combined targeted Single Image Lead Gen ads, a phased LinkedIn strategy, and boosted thought leadership posts from ABB's own senior voices. This approach delivered highly qualified leads at a cost 23% below the benchmark, with 63% rated as A or B tier quality and thought leadership posts achieving a 5.76% average CTR.

ABB