MarTech Europe 2016
Lessons of Digital Transformation in Industrial B2B Marketing

Susan Trast, Head of Marketing Communications, ABB
Henri Syvänen, B2B Strategy Lead, Avaus Marketing Innovations


In this session, ABB's Susan Trast will tell you about the digital transformation journey at ABB Drives and Controls. In addition, Avaus' Henri Syvänen will tell you about the key learnings on digital transformation at global manufacturing companies.

The following questions will be answered during this presentation:

- How did ABB embark on digital transformation journey?
- Which tools and technologies has ABB used to achieve success?
- How has ABB's marketing process and way of working changed?
- What are the biggest trends in digital transformation at manufacturing industry?
- What are the typical challenges for manufacturing companies and how can they overcome these challenges?