B2B Marketing Case Study:
Fuel Card Sales Fuel Consultancy Marketing Case Study

	Sector:	Fuel Card Sales & Fuel Consultancy
	Marketing Services provided by SMART:	Qualified Appointment Generation \| Data Management \| Diary maintenance Inbound Call Handling & Mail Fulfillment \| Data Validation
	Target Market:	Companies purchasing fuel cards for fleet vehicles & companies with own yard tanks (OYTs)

Client Overview:

The client is an established fuel management company that has two aspects to its business. The first is the supply of fuel cards that are part of a nationwide network. The fuel cards enable the end-customer to draw their fuels from any one of 1200 nationwide sites. The second part of the client's business is directed at customers with their own yard tanks (OYTs). The client's business offers impartial advice on how to monitor fuel and run OYT's more efficiently. SMART has created two successful marketing campaigns for this client, one for each sector of its business.

Marketing Campaign Objectives:

To intelligently profile and cleanse existing customer data
Generate a consistent flow of face to face appointments for the client's sales force to attend.
To raise brand awareness and engage with potential customers with a minimum usage of 20,000 litres of fuel per month
To increase market share
To create and maintain a verified database of targeted prospects and key decision makers

The client needed to understand their customer profile - to establish how the needs of their existing customers changed and was there a whole new customer base out there that they could service? The client always intended to take their marketing campaigns back in house once the initial customer profiling had been completed. SMART came on board to help the client's core business by profiling the UK market.

Results of Marketing Campaign:

Supported the growth of the client's national sales
Developed a new profitable section of the company
Identified customers of increased value and maximised client's profit margins
Reached target key decision makers at director and senior management level
Built strong business relationships on behalf of the client with major account customers
Raised client's profile among target audience as a provider of fuel cards and fuel consultancy
Provision of a verified database of key decision makers
Enabled the client to built an efficient national sales force

We created a totally new section of the businesses for the OYT division, when we identified a need, built the contact with the customer and generated a flow of quality appointments. We were able to pre-define what qualities the client should look for when recruiting a salesman to maximise sales closure on follow-up. This meant the client was able to appoint a sales force who were ready to sell effectively from day one - they have a complete set of sales tools provided by SMART's research and intelligent customer profiling, supported by high quality, pre-qualified appointments.

Additionally SMART identified larger customers had more value than the client previously thought and this area of increased profit margin was not being fully maximised. The client's previous typical client had a 10-30,000 litres requirement, whereas the new face customers profiled by SMART had a typical need of 30-70,000 litres. We identified a gap in the market in with customers in both the private and public sectors who had their own fuel tanks. Our tailor-made appointments meant that the expanding sales team could fulfill all of the customers' requirements, thus increasing more successful sales closures. Finally SMART returned a fully profiled database of added value to the client, to ensure sustained future growth.

Within three months of taking their customer contact back in-house, the client decided he was better served by SMART than with an in-house team, so they asked SMART to develop their telesales operation and to continually develop their asset (the database), delivering quality appointments for the sales force. We also continue to explore new avenues of business and identify other areas of opportunity for other divisions of the client's business. SMART provides a controlled environment with established proven processes in place to nurture and build business relationships over a long period on behalf of the client.

SMART successfully generated a face to face appointment with a UK Blue Chip company with a fleet of 35,000 vehicles nationwide. We established the renewal date for their fuel cards and stayed in touch with the prospect for over 6 months to build on the business relationship. Due to the relationship SMART built up with the prospect, our client was invited to tender for the lucrative fuel card supply contract.

The client's business has since been acquired by an overseas organisation. They fully understand the value of the database SMART has created for them, and how the UK market within this highly competitive industry has been successfully profiled. SMART's executives on this campaign have developed excellent product knowledge - not only of the client's product but the fuel card and fuel supply industry in general - especially the client's competitors.

Want to know more about SMART Marketing?

- SMART's holistic approach to B2B marketing delivers high quality, ROI, measurable results and significant growth for our clients' businesses. Each campaign is tailored to meet the client's total requirement, utilising SMART's telemarketing, intelligent data cleansing and customer profiling expertise. Call us now for a chat on 01270 503291 to discuss how we can help develop your business growth or email us and we'll contact you at the best time that's most convenient for you.