The three points that support the migration from traditional advertising to more digitally supported communication in line with the innovation produced by the company.
Context
ABB is a Swiss multinational with more than 130 years of experience. A leader in electrification and automation technologies, the company has more than 100,000 employees and operates in more than 100 countries, driving innovations that accelerate global industrial transformation.
Talquimy started driving ABB’s communications in 2020, focused on conveying the brand’s dimension to specific segments of the Brazilian industry. Currently, the project is more focused on the areas of PAEN, process automation for the energy industry, and PAMA, dedicated to the automation of instrumentation and analytical processes in industries. The need for a more specific approach, combined with the current economic scenario, bears the need to focus on several dialogue possibilities.
In what conversations does the brand fit in?
The scenario for Brazilian industry is marked by significant challenges for growth. The demand for modernization and the adoption of advanced technologies are crucial for industrial competitiveness and it is in this conversation that ABB’s communication best fits.
It’s not the time to just to talk about technical solutions, but rather, to present a vision that also includes the possible benefits of technologies applied to the management of industrial production. ABB’s PAEN and PAMA areas have a lot to add to exchanges on innovation and sustainability, as well as discussions on process automation and the consolidation of industry 4.0, in addition to its role in topics such as cybersecurity and renewable energy. These are the pillars that Talquimy strategically works with ABB.
Executives as media
ABB has many professionals who are authorities in their specialty areas. Placing them at the center of communications has offered a double benefit: building sharp storytelling and distributing targeted messages to audiences, resulting in qualified engagement without high media spend. Based on this strategy, Talquimy created the audiovisual series “Walking Talking.” The idea is simple: in well-directed videos, available on YouTube and LinkedIn, the audience is invited to take a walk with ABB executives, exchanging ideas about the main problems and potentials for Brazilian industry.
Less complexity with more interactivity
In addition to articles and videos on LinkedIn, Talquimy also explores DataViz premises to transform dense information into more dynamic content. One example are the dynamic infographics developed for ABB’s website.
Developing the interactive infographic on cybersecurity brought important lessons to ABB, which is redefining its B2B communication. In addition to the piece itself, Talquimy also worked with the company’s website development team to test and discover the best way to make this pioneering content available to ABB KOL’s.
In the tests, we verified how the infographic would be available, whether on a landing page or within a section, what highlights the special content in other areas of the company website, what type of text and instructions should appear on the infographic page, what type of iconography, etc.
This is a common step-by-step guide for communication agencies like Talquimy. The gain was reaching this level of understanding together with ABB, which recently began exploring new ways of communicating also via its website.
Segmentation for insights
Using LinkedIn segmentation to reach corporate customers more precisely is common in digital marketing. As delivery on the platform usually involves a little more investment compared to others, when the campaign runs in this environment, it is important to think of a way to make the most of the resources.
In addition to directing the message, the use of LinkedIn data on the presence of a certain industry segment and information consumption behavior can contribute to commercial strategies that better contemplate the ways to work with customers in a non-linear funnel, as is the case of technological solutions in the field of automation.
Results
Over the years, ABB’s communications have transitioned from a traditional model centered on press relations to a hybrid model with more construction of relevant digital presence, growing engagement in a qualified manner and positioning this multinational as an authority in automation. Amid reports on campaigns, audience analyses, discussions on content and formats, Talquimy and ABB seek to transform communication for the industry and show how and at what pace technologies already consolidated in the world can make the Brazilian productive sector more competitive and sustainable. This is a digital transformation that also occurs in the way ABB presents itself to the market.
