How we build demand for robotisation for ABB Robotics

Together with ABB, we drew up a four-stage maturity model, from manual work to the dark factory. From this, we distilled the sweet spot for ABB Robotics: level 2, automation-ready companies that already feel the pain but have not yet chosen a robot brand. The total market was calculated at 4,400 metalworking companies matching the ideal customer profile, spread across the Netherlands and Flanders; with a conservative adoption rate of 5 per cent, this comes to around 220 companies actively in-market each year. In a joint workshop, we then drew up a matrix of industries, applications and products, which ABB and Partout used to decide where the initial focus would lie. We also worked out the decision making unit, the decision route and a buyer persona, operations manager Michael Jansen, based on his triggers, frustrations and motivations.

The global ABB brand identity was translated into a more accessible, local interpretation for the Benelux audience, with a tone of voice that matches the language of the shop floor. From a point of view on modern craftsmanship, with robotisation not as a replacement for skilled workers but as a way to empower them, we developed a message house and the creative message "ABB Robotics. Empowering craftmanship."

From that message, we devised a serial video format in three parts: the task itself performed by a craftsman, the test set-up with an ABB robot, and the proof at a real customer. As with previous Partout projects, each recording is split into fragments for social posts and articles, distributed across multiple channels, with a second distribution round based on what performs best.

For each of Michael's key challenges, we worked out a messaging framework per stage of the funnel, supplemented by a content and demand framework with channels, activities and KPIs for creating, recognising and capturing demand. The role of sales was also redesigned: from telling the story to recognising signals, supporting integrators and feeding information back to marketing. Alongside the structural targeting of the 4,400 ICP companies, we mapped out opportunities to respond to current events, such as news about automation driven by staff shortages, subsidies such as the SME scheme for digitalisation and robotisation, and partnerships with Metaalunie and the knowledge centre Teqnow.

In addition to the playbook, we drew up a generative engine optimisation programme that makes ABB's system integrators visible in AI-driven search results from ChatGPT, Copilot and Claude, among others, with a concrete step-by-step plan for restructuring existing content.

In June 2026, Partout delivered the complete playbook, including brand positioning, message house, content and demand framework and a step-by-step plan for sales.

The product/market fit workshop brought ABB and Partout into agreement on the industries and applications that form the initial focus.