Europcar are a well-known brand, providing car and van rental to both consumers and businesses on a global scale. They have the largest and youngest fleet in the UK.
When we first met, the key objectives for Europcar were to enhance the visibility of potential prospects in the corporate sector to grow sales, while increasing the accountability of their marketing budget. A key priority was to ensure their B2B sales team were out with customers, as opposed to prospecting new leads.
Mapping out the potential universe was a necessary and highly valuable activity for Europcar. We set to work conducting a huge amount of data research, putting together detailed model data graphs based on the most valuable industry sectors uncovered. We then created buyer persona documents that could underpin the campaign and ensure all activity would talk to prospects in a way that would resonate and drive response.