Customer reference marketing for ABB – Grow Your Way ABB

ABB is a global technology company specialising in electrification and automation. Through solutions such as motors, drives, robotics and digital systems, ABB helps businesses operate more efficiently, productively and sustainably.

Piglets Roaming In Rural Australia

The challenge

How do you tell a story that resonates in an industry where no two businesses share the same ambitions, challenges or growth paths?

That was the starting point for Grow Your Way, ABB’s international campaign for the agricultural industry. In agriculture, growth takes many forms. Some businesses scale rapidly, while others develop steadily and on their own terms.

What unites them is the need for technology and expertise that support their specific goals, pace and way of working.

Expertise that connects Our approach

For this project, we fully applied our core values:

Customer reference marketing starts with listening

To bring that story to life, we started by listening.

We listened to ABB, to understand the strategic vision behind the campaign and the value of the technologies involved. But equally important, we listened to the people working in the field.

Because technology only creates value when it responds to real-world needs and everyday challenges.

An authentic customer testimonial from the agricultural industry

For this project, we travelled to a specialized pig farm in Sweden to capture an authentic customer story.

Rather than focusing on products, we focused on the farmer. What drives his business? What challenges does he face? How does he approach growth? And how do technology, expertise and trusted partnerships help him achieve his goals?

By starting with these questions, we created a credible customer testimonial that goes beyond a traditional product case study. The farmer explains, in his own words, how innovation supports the everyday operation and future development of his business.

International project coordination and local video production

Living Stone managed the project from end to end.

We coordinated the project from Belgium while working with a local interviewer and videographer on location in Sweden.

This approach allowed us to capture genuine conversations and documentary-style footage in the customer’s own environment, creating a story that feels natural, credible and relevant.

Turning customer experiences into credible B2B content

This is how we bring international campaigns to life: by listening, identifying the right customer stories and translating them into content that builds recognition and trust.

Through a strategic approach to customer reference marketing, we help B2B companies turn real customer experiences into credible content. Not by putting the solution at the centre, but by showing what it means to the people who work with it every day.

Customer reference marketing that builds trust Results

The result is more than a customer testimonial. It is a story about ambition, innovation and individual growth. A story that demonstrates how technology becomes meaningful when it supports people in achieving success their own way.

Because the most powerful content does not start with a product. It starts with listening, understanding and telling authentic stories that connect strategy with real-life experience.

👉 Discover more about our Customer Reference Marketing as a service.