Enabling Understanding of Data-Driven Advisory Services
As ABB Robotics expanded its portfolio of data-driven advisory services, the team faced a familiar challenge: clearly explaining highly technical, outcome-focused offerings during customer meetings, trade shows and digital engagements.
With customer expectations rising for more consultative, technology-enabled buying experiences — and major industry events approaching — ABB required a more intuitive way to communicate complex services across both face-to-face and virtual environments.
Supporting buyer understanding of complex services
ABB’s advisory services combine data, expertise and measurable outcomes. While powerful, this sophistication made it difficult for buyers to quickly grasp relevance, value and application during early-stage conversations.
The objective was not simply to present information, but to help buyers understand:
-
how services apply to their own operations
-
the outcomes they could expect
-
why the approach differed from traditional support models
-
and where value would be realised
Conversations needed to move beyond technical detail and toward clearer, outcome-led dialogue.
Turning complexity into guided buying conversations
POPcomms helped ABB Robotics transform complex service information into structured, visual conversations that support buyer understanding.
Sales and marketing teams can adapt visual stories in real time, allowing buyers to focus on what matters most to them — without being overwhelmed by detail. The experience provides a shared reference point during discussions, helping structure conversations around value and impact.
Supporting clarity across touchpoints
By reducing reliance on static presentations and linear decks, ABB teams can move more naturally through discussions — adjusting depth and direction depending on the audience.
This enables:
-
more fluid, consultative conversations
-
consistent messaging across regions and channels
-
clearer articulation of outcomes rather than features
-
faster early-stage comprehension
Detailed, technical offerings become easier to introduce, explore and contextualise.
ABB Robotics has strengthened how it introduces and explains its data-driven advisory services — turning sophisticated capabilities into clear, compelling stories that resonate with buyers across multiple touchpoints.
Conversations are more focused. Value is clearer earlier. Confidence builds more quickly.
Why this matters
In complex industrial environments, services can be powerful but difficult to position clearly in early conversations.
When buyers struggle to connect technical capability with operational outcomes, discussions can stall. By structuring guided, visual engagement, ABB ensures that data-driven advisory services are introduced in a way that builds understanding before depth.
By enabling clearer, outcome-led conversations, ABB is able to:
-
help buyers understand complex services more quickly
-
support more consultative, insight-led engagement
-
maintain consistent value stories across channels
-
reduce friction at critical early buying stages
POPcomms’ buyer enablement experiences help organisations like ABB turn complexity into clarity — creating shared understanding that supports confident, informed decisions.
POPcomms Drives Clearer, Faster, and More Engaging Sales Conversations for ABB Robotics.
