Case Study: ABB achieves stronger lead generation and lower CPLs with Human Digital’s multi-channel campaign

ABB reduces CPLs and boosts lead volume across 25 countries with Human Digital

The customer, ABB, a global leader in the utilities industry, faced the challenge of engaging a slow-moving, non-linear buyer journey where only 5% of potential customers were sales-ready at any time. Their goal was to reach and nurture both new and existing utility decision-makers across diverse global markets to promote a comprehensive strategy for optimizing uptime and improving maintenance. Human Digital was engaged to address this marketing challenge.

Human Digital implemented a three-wave multi-channel campaign across LinkedIn, Google Search, and email in 25 countries. The solution involved creating and localizing content, including eGuides and eBooks, into nine languages, and continuously optimizing through A/B testing and targeted CPA bidding. This iterative approach led to a reduced cost-per-lead (CPL) and an increased volume of qualified leads in ABB's priority markets, successfully positioning them as a trusted global partner.

ABB