Build Trust - The Secret to Closing Sales Effectively - ABB

Marketing B2B Technology

Mike is joined by Sophie Neate, Global Head of Digital Marketing and Content at ABB Electrification. Sophie dives into her career journey and offers a glimpse into the strategies that set ABB apart. She discusses how ABB leverages its strengths across industries to deliver value to a broad audience and how it strategically communicates to different customer segments.

A key focus of the conversation is the buyer’s journey, an important framework Sophie uses to guide potential customers from awareness to decision-making. She discusses her approach to integrating the buyer’s journey into campaign planning, striking a balance between long-term brand building and the immediate priorities of lead generation and sales support.

About ABB

Building on over 140 years of excellence, our more than 105,000 employees worldwide are committed to delivering on our purpose with innovations that create success for ABB and all our stakeholders. Our solutions connect engineering know-how and software to optimize how things are manufactured, moved, powered and operated. In collaboration with our customers, partners and suppliers, we address the world’s energy challenges, transform industries and embed sustainability in everything we do.

About Sophie Neate

Sophie is a senior marketing leader with over 16 years of experience across the entire marketing cycle. Her background includes working for blue-chip companies on an international scale, where she has held global management roles, currently holding the position of Global Head of Digital Marketing and Content for ABB’s Electrification Service division. She has been responsible for establishing marketing teams and key functions, driving initiatives that have consistently delivered successful outcomes.

With extensive knowledge, capability, and a strategic mindset in marketing, Sophie delivers strong commercial results. Sophie holds a Bachelor of Business Studies (BBS) with a major in Marketing.

Time Stamps

[00:43:2] – Sophie provides an overview of her career background.

[03:14.6] – Sophie shares insights into what makes ABB unique.

[05:58:7] – Sophie discusses the importance of the buyer’s journey in creating effective marketing campaigns.

[14:26:9] – Sophie explains the marketing tactics that work best in different scenarios.

[18:20:0] – Sophie talks about balancing the immediate demands of lead generation with the long-term goal of building a strong brand reputation.

[21:18:7] – Sophie discusses AI and how she sees her role evolving alongside advancements in AI.

[22:17:2] – Sophie shares the best piece of marketing advice she’s ever received.

[23:17:2] – Sophie offers advice for those just starting their marketing careers.

Quotes

"My passion lies in providing the best customer experience through innovative solutions and working for a company like ABB who pride themselves on this vision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.

"The buyer's journey for me is crucial in marketing because it maps out the path that a potential customer takes from becoming aware of the problem to making a purchasing decision." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.

"Segmentation and targeting is key... we're able to build trust and credibility, which enables repeat purchasing and ongoing loyalty." - Sophie Neate, Global Head of Digital Marketing and Content at ABB.

Follow Sophie:

Sophie Neate on LinkedIn: https://www.linkedin.com/in/sophie-neate-2ba37849/

ABB website: https://global.abb/group/en

ABB on LinkedIn: https://www.linkedin.com/company/abb/posts/?feedView=all

Follow Mike:

Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/

Napier website: https://www.napierb2b.com/

Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/

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