ABB airport specialists were itching with ideas.

They had the knowledge and vast resources to make air travel safer, smarter and more sustainable. In fact, they could deliver everything an airport needed for its electrical infrastructure – from source (power stations) to socket (conveyors, screens and beyond.)

But nobody knew how much ABB could do.

Instead, customers had already planned projects before even contacting partners like them. They perceived ABB as a technical provider, executing orders, and not a strategic leader.

So how do you make the switch?

Shakeups spark new ideas

Airport building is booming as the population grows. And governments are privatising air-infrastructure projects, making efficiency more important and handing control to a myriad of stakeholders.

We realised that ABB could help with efficiency and get a bigger slice of a growing market – but only if salespeople could build relationships right up to the top of the food chain.

Many different stakeholders, markets, and maturity levels

Salespeople had some existing contacts on important projects, but mostly among operational audiences.

We needed to target the early decision makers instead. Airport leaders include a complex mix of job titles – from Airport Project Directors to Heads of Engineering. They have greater strategic influence over partner selection.

We also needed to target these key audiences across four crucial markets. Again, each market was different. And to add another layer of complexity, some target projects were at planning phase – while some were far more advanced.

Getting personal with ABM

We worked with Sales to select 30 airports which ABB could best support – across four regions in which development was booming. Then, we created a strategy to tailor content and comms for different project stages and personas.

But first, we needed a creative idea that could unite the stakeholders – and help us build awareness of ABB’s brand.

Finding a message for everyone

Our insight was clear:

ABB helps create a fluid passenger experience by delivering a fluid partner experience for airport leaders themselves.

Now, we could create a campaign that would resonate to the very top of the chain of command. We called it: “Exceptional experience at every stage.”

Hinting towards both ‘passenger experience’ and ‘partner experience’, this simple message could unite everything.

The creative

 

The results

After just two months of brand awareness, we saw 40k video views. And after one month of lead gen, we’d already generated 31 new leads.

“The top reached accounts are very impressive and very important to ABB, making me very happy.”

Trideep Barua – ABB Global Segment Manager, Infrastructure
In relation to accounts referenced for the brand awareness activity

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