Thought leadership based on practical experience ABB

Complex technology only becomes relevant when it addresses real market issues.

Living Stone developed a content-driven strategy for ABB that focuses not on products, but on specific challenges in the Food & Beverage sector.

The challenge

ABB wants to make its expertise in drives and automation more relevant to decision-makers in Food & Beverage.

The context was clear: a diverse target group, complex subject matter, and the need for more than just visibility. ABB was looking for an approach that combines substantive credibility, engagement, and measurable impact.

Expertise that connects Our approach

In this project, we fully applied our core values

content ecosystem

We built a content ecosystem around one powerful premise: listening to the market.

Based on keyword research and direct input from the sales team, we defined themes that resonate with customers and prospects. We translated these into a series of podcasts, each of which served as the starting point for broader content activation.

Each episode grew into a multi-week campaign with video, shorts, carousels, blogs, infographics, webinars, and a central landing page. Distribution ran through ABB’s own channels, LinkedIn, and YouTube — both organically and paid.

Discover the results: Video production on Refrigeration Systems

This created a scalable model that structurally builds thought leadership, makes content reusable, and allows each step in the customer journey to be measured in a substantiated way.

No separate campaigns, but a clear, consistent content strategy that works.