ABM campaign for Volvo Trucks

Putting the customer’s cargo centre stage

The transition to electric transport for many logistics companies isn't a question of 'if', but 'when'. However, the barrier to entry remains high. To persuade major Belgian players to choose the Volvo FM Electric, Volvo Trucks and BBC opted for a highly personal route: Account-Based Marketing (ABM).

Through two strategic phases, we transformed cold prospecting into warm, high-value dialogues. The result? A campaign where we didn't just talk about the future, we delivered it literally to their doorstep.

Grabbing the attention of the country’s biggest fleet managers

The challenge for Volvo Trucks BeLux was clear: how do we position the Volvo FM Electric as the gold standard for urban distribution among a select group of high-potential accounts? In a market saturated with information, a standard brochure simply won't cut it. We needed to be relevant at the right level, with the right people.

Our approach consisted of two distinct phases:

• Phase 1: Awareness & education. We targeted 12 key accounts with personalised LinkedIn ads and a detailed, localised e-book addressing the regulatory and logistical landscape of urban distribution in Belgium.
  
  

• Phase 2: Hyper-personalisation. Based on the engagement from phase 1, we filtered the 3 most promising accounts for a unique, creative intervention.

The newspaper of the future

For the absolute grand finale of the campaign, we went one step further. For the three highest-potential accounts, we created a 'Newspaper of the future'. This was a physical newspaper, dated at the end of this year, in which the prospect's company played the leading role.

The front page carried the breaking news: their company had officially embraced sustainability by ordering a Volvo FM Electric. The newspaper was filled with fictional yet realistic articles about their successful transition, the positive impact on their brand image, and the benefits for their drivers. 

Key results

• Maximum relevance: 100% of the top 3 accounts received a hyper-personalised experience, ranging from 1:1 landing pages to bespoke physical DMs.
  
  
• High engagement: The LinkedIn campaign achieved a CTR of 4.23%, significantly above the industry benchmark, proving the quality of the account selection.
  
  
• Sales alignment: The creative 'missing cabin' hook gave the sales team a natural and irresistible reason to follow up on the DM with a face-to-face meeting.