ABB: Driving Visibility for an Underrecognized B2B Digital Powerhouse


ABB is a 130-year-old global digital technology company with $34 billion in revenue, touching virtually all major industries – power, transportation, infrastructure and more. Its innovations have quite literally shaped the future – from the world’s first industrial robots to smart power grids to complex data systems.

The U.S. is ABB’s largest market, with 20,000 employees and 40 production sites. Despite this, ABB has very low U.S. name recognition or media presence.

ABB challenged Zeno to increase its U.S. profile to demonstrate its industry leadership and commitment to digital innovation.


Zeno observed that many of ABB’s largest competitors – GE, Philips, Siemens – have a consumer or health dimension. As a pure B2B industrial company, ABB lacks a similar human element in its portfolio. Zeno knew to gain name recognition, we had to put forward the “faces behind the factory” to help tell ABB’s story.

Zeno’s strategy:

  • Develop a new narrative that showcases the enterprise strengths of ABB
  • Showcase the human side of innovation vs products and services
  • Leverage the power of partnerships to demonstrate collaboration
  • Focus on hot topic trends: Fourth Industrial Revolution, smart grids, robotics and more