MACK TRUCKS

Highway ABM

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

The Challenge:

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 strategy that connects with both single truck owner and the mega-fleet manager– that’s a different challenge altogether.

Redefine your target audience.

We built our 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.

Distill the product truth.

Extensive industry research and SME interviews 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 pathway to winning customers was in Uptime.

Clean the data.

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.

From there, we targeted their digital destinations. Our banner, social, and email campaigns drove traffic to LPs that outlined the benefits of Mack’s Integrated Uptime approach.