Driving energy efficiency at scale
Eminence’s strategic omnichannel execution transformed ABB’s complex sustainability objectives into quantifiable business outcomes for B2B lead generation.
Context
ABB, the world’s leading motors and drives manufacturer, needed to accelerate market penetration for their Energy Efficiency program across competitive B2B segments. With 35% of ABB’s offering linked to energy efficiency solutions and a commitment to helping customers reduce carbon footprints, the company required a lead generation company approach to reach decision-makers in an increasingly saturated sustainability technology landscape.
Eminence engineered a precision-targeted omnichannel campaign leveraging advanced audience segmentation and multi-platform orchestration. The initiative successfully penetrated competitive B2B segments and generated numerous new leads across three strategic regions.
Objective & challenges
When ABB launched their comprehensive Energy Efficiency program, they faced a complex set of challenges that would test any marketing strategy:
Market complexity
Competitive saturation:
Multiple industry players were addressing energy efficiency, making differentiation crucial.
Varied digital maturity:
Target audiences across different regions operated at vastly different levels of digital sophistication.
Premium positioning:
The need to maintain ABB's reputation as a trusted industry leader while expanding reach.
Business pressures
ROI demonstration:
Marketing investments needed to show clear, measurable returns
Regulatory landscape:
Companies were increasingly mandated to meet minimum energy efficiency requirements, particularly in the US and EU markets
Awareness gap:
Despite available technologies, policymakers and industry weren't fully aware of the savings potential
The stakes were high. ABB knew that less than 25% of industrial motors were equipped with variable speed drives, which could reduce average power consumption by 48%. The challenge was accelerating adoption at scale with an effective lead generation business model.
Our approach
1. Strategic multi-phase campaign architecture
Eminence engineered a cohesive digital ecosystem connecting Google Ads, LinkedIn, and email automation to maximize touchpoint effectiveness. The strategy deployed sequential phases to mirror the marketing funnel:
Awareness (Google Display + LinkedIn targeting),
Engagement (Performance Max + Demand Gen campaigns),
Conversion (Search retargeting + LinkedIn Lead Gen) to create a virtuous conversion funnel.
This approach ensured that prospects were guided smoothly through the customer journey, from discovery to becoming a qualified lead.
2. Advanced audience intelligence & segmentation
We leveraged ABB’s proprietary CRM datasets, applying lookalike modeling algorithms to identify high-propensity prospects. By defining the ideal customer profile (ICP) and applying AI-powered segmentation, Eminence helped ABB find leads for their business more efficiently. This approach balanced market expansion with precision targeting of C-suite decision-makers and technical specifiers in energy-intensive industries, which is ideal for lead generation.
3. Geo-specific content optimization
Our geo-specific deployment strategy prioritized Europe, Middle East, and Australia with differentiated budget allocation (45% Awareness/Engagement, 55% Conversion). Initial Display testing identified high-potential markets, enabling dynamic budget reallocation and format optimization across video, carousel, InMail, and search campaigns based on regional digital maturity levels. This ensured ABB’s message resonated with each target audience according to their digital maturity.
Tools & technology
LinkedIn campaign manager:
Advanced B2B lead generation with video, carousel, and Sponsored InMail formats
CRM synchronization protocols
Enabling seamless audience activation and behavioral retargeting
Google ads platform:
Intent-driven search campaigns and programmatic display to generate leads
Real-time analytics infrastructure
Supporting dynamic budget optimization
Results
Enterprise-grade visibility
achieved across targeted industrial technology buyer segments
Above-benchmark engagement:
CTR performance exceeded LinkedIn and Display industry standards
Amplification of leads generated
versus initial campaign projections
Regional market intelligence:
Middle East: Superior conversion efficiency indicating accelerated investment cycles
Europe: Elevated engagement rates correlating with regulatory compliance requirements
Australia: High audience responsiveness suggesting market expansion opportunities
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