Abel & Cole
The campaign not only delivered measurable sales but also gave us valuable insight into where our future opportunities lie.
Challenge
Mac’s Trucks Ltd, a leading UK supplier of new and used trucks, wanted to expand its customer base and generate high-quality leads through direct marketing. With a focus on industries such as construction, logistics, and utilities, the challenge lay in identifying and targeting the business sectors most likely to purchase specialist vehicles — ensuring marketing investment was directed toward high-value prospects.
Impact
Integra Data Solutions partnered with Mac’s Trucks to deliver a data-led analytics and direct marketing campaign. Using advanced audience modelling, Integra analysed Mac’s existing customer data to uncover key purchasing patterns and define its Ideal Customer Profile (ICP). This process involved matching 94 existing customers to Integra’s proprietary business database, segmenting them into two high-value clusters, and creating a prioritised contact universe of 5,000 target companies.
The analysis identified three primary business segments:
- Agents involved in the sale of timber and building materials.
- Wholesalers of construction materials.
- Matched companies aligned to modelled profiles.
Using this refined dataset, Integra executed a precision-targeted direct mail campaign aimed at decision-makers within these sectors. Messaging was tailored to each audience segment, ensuring strong relevance and engagement.
Results
The campaign demonstrated the tangible impact of data-driven targeting:
- 5,000 companies targeted
- 10 qualified enquiries generated
- 2 trucks sold directly from the campaign
- £240,000 in confirmed sales value
- Additional live enquiries in progress, representing significant future revenue potential
Outcome
By combining advanced data analytics with highly focused targeting, Integra Data Solutions enabled Mac’s Trucks to channel its marketing investment toward audiences most likely to convert. The result was an immediate ROI and deeper insight into its ideal customer profile — creating a foundation for smarter, more efficient marketing strategies moving forward.