Build Trust: The Secret to Closing Sales Effectively - Sophie Neate - ABB

Episode notes

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.