Juan Beltrán

By , Global Head of Digital Marketing, ABB.

For 17 years I have modernised how industrial companies sell, market and serve customers. Today the work runs through CRM, data and AI, and it counts only when customers and sales teams adopt it.

Biography

I have spent my career inside global industrial companies, including ABB and Holcim, on one question: how an engineering-led business wins and serves customers once digital and AI become part of everyday work.

Today I am Global Head of Digital Marketing at ABB. At Holcim, I led the strategy and delivery of an AI ordering assistant for construction customers. McKinsey interviewed me about its Spanish pilot in February 2025, and Salesforce has featured my view of Holcim's digital transformation.

I created the AI Opportunity Map, a process-first method for deciding where AI belongs and where a simpler fix works better. Here I publish essays in English, Spanish and German. I live in Zug, Switzerland. The views are my own.

Global Head of Digital Marketing at ABB; 17+ years in global industrial companies, including ABB and Holcim.

Zug, Switzerland · English · Spanish · German

Enterprise AI transformation

A short AI portfolio in which every bet has an owner, a baseline and a clear point to scale or stop.

Commercial and customer transformation

CRM, data, sales and marketing run as one system, built around how industrial customers actually buy.

Peer exchange

I compare notes with executives working on the same questions, and speak at industry events in a personal capacity.

Public evidence

Evidence and scope

Spanish pilot with construction customers

As reported in the interview, for that pilot only. Not an audit or a promise for other contexts.

  • Digital ordering adoption reported moving from 25% to 93% in the pilot.
  • Around 66% of initial order proposals generated by the assistant were accepted.

Speaking, interviews and exchanges

Canonical URL: https://juanbeltran.ch/about