B2B marketing strategy for a new product line



ABB is a global leader in digital industries with four customer-focused, globally leading businesses: Electrification, Industrial Automation, Motion and Robotics & Discrete Automation. Operating in more than 100 countries and employing around 110,000 people, the company pioneers a variety of advancements including new energy solutions and industrial digitisation. ABB has developed an entirely new product line to automate power grids. To successfully launch these products in the marketplace, we conducted a strategic market analysis and worked with ABB to identify the optimal sales and marketing channels.


Position a completely new solution in a changing market with different interests. In strategic market analysis, we identified the relevant target groups and determined their information status and the respective decision-making structures. The result: an effective marketing strategy with targeted measures.


Through the analysis of the market, target group, knowledge level and purchasing behaviour, we derived the optimal sales and marketing channels of the respective B2B markets in cooperation with the ABB sales team. The holistic strategic marketing plan contains concrete measures that precisely meet the needs and expectations of the target groups. Plus, it features an efficient budget. The first successfully implemented measure is a newsletter to German power grid operators with relevant information from the industry as well as product news from ABB.


  • Market and Target Group Analysis
  • Market Research
  • Strategic Consulting
  • Positioning
  • Action Plan
  • Concept
  • Design
  • Copy
  • Design
  • Implementation
  • Umsetzung
  • Project Coordination

The first and central measure of market strategy: Intellinetz, the newsletter for electricity network operators in Germany. In this way, we inform the core target group in a practical yet highly editorial manner about the background, challenges and solutions of network automation. Intellinetz is currently undergoing a relaunch, which is adapted to the modern and visionary corporate design of ABB.

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