ASSA ABLOY / B2B Transformation
Unlocking B2B Success with Digital Transformation
ASSA ABLOY needed to make a large connected-access portfolio easier to understand for complex buying groups, channels, industries, and long sales cycles. Interviews with customers, partners, influencers, and internal teams revealed two main needs: help people make smarter decisions and simplify their work. Those needs became the center of a corporate story designed to drive product demand, build relationships, and support sales. The pitch framed the transformation as a customer-centered growth challenge with implications for communication, experience, data, and operations.
MAP THE B2B AUDIENCE SYSTEM
I served as executive lead for creative strategy, content strategy, and planning within the transformation pitch. The strategy connected corporate reputation and product demand through coordinated funnels, audience segmentation, intent signals, retargeting, CRM, marketing automation, vertical content, and executive visibility. The plan assigned distinct roles to brand, product marketing, experience, and sales enablement across the awareness, consideration, and pipeline activation stages.
TURN STRATEGY INTO A 120-DAY PLAN
The successful pitch delivered a 120-day plan covering research, platform development, content, media, measurement, and sales integration. The first-stage scope included communications planning and marketing strategy for new product launches, along with Building Next as a more forward-looking brand expression.
