Case Study: ABB achieves 2x increase in leads and a unified 360° customer view with Salesforce Marketing Cloud

ABB is connecting with customers better than ever before by pioneering industrial digitalization

ABB, a global leader in industrial digitalization operating in 100+ countries with roughly 147,000 employees and $34+ billion in revenue, faced the challenge of delivering a consistent, modern customer experience across many regions, brands and legacy systems. Years of M&A left the company with more than 100 disparate CRM systems and siloed marketing and service functions, making unified engagement and personalized interactions difficult at scale.

ABB partnered with Salesforce to deploy Customer 360—using Sales Cloud, Marketing Cloud (Pardot), Field Service Lightning, Integration Cloud and Einstein Analytics—to create a single 360-degree view of customers, standardize processes, and connect 26,000 salespeople and 30,000 partners. The result: streamlined marketing and service, better resource allocation and personalized interactions, a measurable 2x increase in leads from ABB Service Cloud users, and improved responsiveness that supports profitable organic growth.

ABB

Ulrich Spiesshofer

Chief Executive Officer