Where do fleet “lead lists” fit in a demand gen world?

Marketing to Fleets Lead Data Demand Generation vs Lead Generation

 

Lists and data are still critical for demand generation. You are acquiring data to support the intelligence you need for demand gen, instead of lead gen.

And just as shifting from lead gen to demand gen requires a mindset shift, likewise, so must your data priorities shift.

“Lead lists” are only “lead lists” if that’s how you think about the data you use for prospecting. This data is “lead lists” if you mostly seek emails for campaigns, and phone numbers for outbound dials.

But this data can be used more holistically as addressable market intelligence.

Let’s look at the difference.

Same fleet data, but what you value in the data is different

With lead gen, you might prioritize acquiring people’s contact info so you can call or email them. You are focused on an audience of individuals.

With demand gen, you want to reach your addressable market to increase brand awareness and educate. So when your ideal customer is considering or ready to purchase, you’re on their mind and they come to you. Thus, you want to find and reach all the right fleets for your product. You are focused on a wide audience.

This is your Fleet Addressable Market (FAM). Acquire this data, to reach and educate decision-makers at these fleets so they come to you inbound as a result of your demand generation activities.

Here’s the thing … it’s the same data as “lead lists,” but instead of email campaigns and cold calls, you use the data for different activities.

Instead of being focused on number of emails, you focus on identifying all the companies and governments with fleets that fit the class, duty and vehicle type you sell to, that fit the industries you sell to, that fit the geography you sell to. Your priority is ensuring you have full coverage of data at the company level. Then, fill in the contacts.

To reach your audience, know your audience deeply

Find out where the people in your FAM hang out online and offline. Where do they go for vendor recommendations? What association and Slack communities are they in? Where do they go to learn? LinkedIn feed? Trade media? Webinars? Conferences? Think fleet associations, media, and conferences. But also critical are the associations, media, and conferences for the industries your customers most identify with. Who does your audience listen to for advice? Who influences them on how to do their jobs better?

Where online would they get exposed to ads? You can use the data for matched lists to reach your audience through ads. For example on LinkedIn, you can reach your FAM with company data. Load the companies with fleets you want to reach as matched lists, and select the job title keywords and contact level and functions.

With demand gen, data will help you to:

  • Reach your FAM by using the Accounts and Contacts as matched lists for ads on LinkedIn and other ad platforms.
  • Compare inbound inquiries to your data, and you’ll know how well inbound fits your FAM and ICP. You’ll know whether your activities are actually reaching your FAM and ICP.
  • Knowing the fleet profiles of inbound opportunities might show you that your assumptions about your FAM and ICP were spot on, or maybe they need to be adjusted, or there are additional markets with needs that you hadn’t anticipated.

You can do all this with the data typically available on “fleet lead lists.” Just use the data in a different way, to help you reach your whole audience with demand gen activities rather than lead gen.

ProsperFleet can help you identify and reach your Fleet Addressable Market, whether you’re seeking light, medium or heavy duty fleets.

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