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ABB Robotics is a leading provider of industrial robots and robot software as well as complete production solutions. The company is represented in 53 countries and has currently installed more than 400,000 robots worldwide. ABB Robotics has been our customer since 2019.
ABB Robotics tasked us with developing and implementing a campaign to generate sales qualified leads (SQLs) for ABB robotic solutions. The target group was small and medium-sized production companies in the German market.
The special challenges: positioning ABB as a partner for high-tech automation solutions, increasing market presence and building a community.
We used a combination of technology, content marketing, online marketing, telephone-based lead qualification and nurturing. The first step involved performing buyer persona profiling, carrying out an analysis of trend topics in the industry as well as a competitor and SWOT analysis. Then we developed a digital marketing portal – including marketing automation, lead scoring and behaviour-based learning. Content assets were produced for the buyer persona.
Our online marketing mix ensured enhanced reach and the right target group approach. The leads were taken to the highest level of maturity by means of email nurturing and from this we developed sales qualified leads with further sales measures.