8 ways to use fleet data, beyond email campaigns
The most common use case for fleet data has been finding fleet contacts for email campaigns. But have you heard about Google and Yahoo cracking down on B2B cold emails starting in February 2024? Your email campaigns and even transactional emails could get caught in this.
See SendGrid’s post that explains Google and Yahoo’s plans, and what you need to do. For example, senders will need to keep a spam complaint rate below 0.3% in Google Postmaster.
Beyond these requirements, response to cold emails is always a challenge.
If you need to diversify your marketing and sales outreach, here are other ways that fleet data can help you:
1. Analyze customer accounts for your Ideal Customer Profile (ICP)
Enrich your customer accounts with fleet/vehicle details, industry and other firmographics. Then, analyze to define your ideal customer. Use this intelligence to improve your prospecting. Instead of casting a wide net to everyone, reach the fleets that have most potential to be your best customers.
For help with this, see our checklist of data and business variables that can help you to define your best customers.
2. Prioritize lead lists from inbound form fills, trade show leads, buyer intent leads, etc.
Use fleet insights to prioritize your follow-up to leads. In our experience with our customers, only a small percent of inbound leads from any channel fit the ideal fleet customers they’re looking for.
While you may want to follow-up with everyone, use fleet data to prioritize the most valuable leads first.
You can also route leads to the right sales team. Do you have SMB, mid-market, and enterprise reps? Do sales reps focus on certain vehicle types or industries? Or geographic sales territories? Append your leads with fleet data and company firmographics, so you route the right leads to the right reps.
3. Add fleet data to website visitor accounts
Like tip #2, if you use a website visitor de-anonymizer, see which website visitor accounts fit your ICP. Because if you have enough website traffic, the visitor data is a daily firehose! It’s a mix of some ICP accounts, fleets that aren’t ICP but they have vehicles, investors researching you, people wanting to sell to you, students researching for projects, etc.
Enrich with fleet data to cut through the clutter.
4. Enrich lookalike lists to check them against your ICP criteria
Sometimes lookalike lists are usable, sometimes they’re way off. Rarely do lookalike algorithms account for fleet and vehicle variables. They can try to use industry, revenue and employee counts as proxies, but this too often results in data that’s a poor fit. Enrich lookalike lists with fleet details as a test, and decide whether to continue with lookalikes or not.
5. Use fleet insights to reduce very large email lists
If you need to reduce the size of your cold email and nurturing lists, use fleet-enriched data to remove accounts that don’t have fleets, fleets that are way too small or too large, wrong vehicles for your product or service, accounts that aren’t in your geographic area, etc.
6. Segment your audiences with fleet intelligence
Use fleet data for segmentation and personalization, to boost relevance. No one wants to get irrelevant emails or ads. So for example, you could personalize messages about tires for light duty vehicles for one audience, versus tires for Class 8 tractors for another audience. How can you segment with fleet data for your product or service?
7. Build highly-targeted fleet account lists for advertising
For example on LinkedIn, you could load matched company accounts and matched contacts. Then run ads to specific fleet prospects with precision. This also reduces ad budget waste.
While LinkedIn has rich filters for B2B, typical B2B firmographics filters don’t allow you to target the fleet market accurately enough. Instead, load lists of the exact fleet accounts and people you want to reach.
On the flip side, build exclusion lists so you’re not targeting the accounts and people you don’t want to reach.
ProsperFleet gives you LinkedIn company page links. Include these links in the lists you upload to LinkedIn to improve the match rate.
8. Use fleet data to identify best performing marketing and sales channels
Enrich accounts from all your sources. Then, analyze your marketing and advertising channels and partners to see which convert best with your fleet ICP. Do you need to reallocate budget to better performing channels?
Many of these ideas focus on the fleet accounts. If it came down to a battle of Accounts versus Contacts, we might be in the cheering section for accounts. Check out our article with good reasons to prioritize accounts.
Director of Marketing & Customer Success at Valgen
Grew up by the Motor City. A spelling nerd, I wrote Chevrolet in chalk on our driveway. Thought I was a big kid writing a big word. Didn’t stray far from cars: worked in transportation and fleet safety, preventing distracted driving. Now working with marketers and sales teams to connect with their next fleet customers.