MACK TRUCKS

Highway ABM

The Challenge:

How do you connect with Fortune 500 buyers in a $7 billion dollar industry?

The competition to lead the highway trucking industry is as fierce and complex as it comes.

Finding buyers is one thing. But creating a campaign and strategy that connect with both single truck owner and the mega-fleet manager– that’s a different challenge altogether.

Define Target Personas

We built customer personas from customer data, market research and SME interviews with internal and external sources.

Our target data defined demographics and pain points, challenges, preferred channels and more.

Find Where to Win

Extensive industry research and interviews with product and market SMEs allowed us to identify the pillars of brand and product excellence.

From there, we positioned our brand by identifying competitor pain points and highlighting the places where Mack could win the most.

Our answer was in Uptime.

Clean the Data

ADD LOGOS FOR SOCIAL, EMAIL AND ADDRESS

We compiled years of existing target contact data from internal and external sources, identified gaps and eliminated bad entries.

We added all the clean contacts into our top-of-funnel marketing database to ensure our targets were hitting the mark.

Deliver Creative that Connects With Success

Uptime is defined by the time trucks are operating on the road.

Packed with remote monitoring, advanced diagnostics, and an extensive support network of Certified Uptime Dealers, we arrived at our distinct positioning:

Mack’s uptime is integrated into everything they do.

We customized deliverables to connect with two distinct customer categories of highway hauling: Bulk & Freight.