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Case Study: ABB

Challenge

ABB Motion offers a portfolio of motors and drives to a range of different industries from power generation, oil and gas and pulp and paper, to food & beverage. Sermelo worked with ABB to develop tailored, differentiating messaging that would cut through to each of these segments, all with very different challenges, opportunities and issues.

ABB also wanted this messaging to form the platform of communications for ABB Operations and Marketing employees around the world so that they communicate in an aligned, consistent way.

Solution

In order to create messaging that was as differentiating and specific as possible, Sermelo organized and ran 8 in-depth workshops, each involving ABB experts from the 12 target industries. These workshops were designed as ‘structured conversations,’ ensuring a collaborative environment where industry-specific insights could be explored in detail. The sessions focused on uncovering the unique challenges and opportunities each industry faced, as well as how ABB’s motors and drives could provide targeted solutions.

This approach allowed Sermelo to gather deep insights, ensuring the messaging reflected the specific ways ABB’s offerings could address the pain points and needs of both customers and prospects, across diverse sectors.

Facts and Figures

Sermelo facilitated 8 workshops and developed 12 bespoke messaging documents, which were rolled out globally by ABB. These documents formed the backbone of ABB’s communications strategy, enabling consistent messaging across regions. The messaging framework was structured to include core messages and supporting points, allowing ABB to effectively target key industry players, such as EPCs, OEMs, and end users. This approach helped ABB differentiate itself within each of its 12 industry segments, ensuring its value proposition was clearly communicated to diverse stakeholders, driving stronger engagement and market recognition.

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