Automotive (B2B) marketing
Sell Through The Channel, Not Around It
For OEM and aftermarket parts suppliers, distributors and dealer networks selling business-to-business rather than to the driver.
Who this is for
Built For Automotive (B2B)
Automotive businesses selling to dealers, installers, fleets and distributors — where the buyer orders repeatedly, self-serves online, and switches supplier on availability and fill rate.
How these buyers actually buy
The Committee, And The Cycle It Runs On
Short per order, long as a relationship. The real decision is which supplier becomes the default in the ordering system, and that is decided on availability, fill rate and how easy you are to buy from at seven in the morning.
Parts / service manager
“Can I get it today, and is it right first time?”
Dealer principal / owner
“Does this improve margin and throughput?”
Purchasing
“Fill rate, terms and returns policy.”
Fleet manager
“Uptime, warranty and total cost per vehicle.”
Systems / eCommerce
“Does it work with our ordering platform?”
Regional / channel manager
“Does this help or cannibalise my network?”
Why it works
What A Named-Account Programme Changes
Own the default order
The supplier chosen without shopping around is worth many one-off wins.
Make self-service work
B2B buyers order online and call only to negotiate or complain.
Run the channel properly
Dealer and distributor programmes against a shared account list, not a folder of logos.
The problems we solve
Named, Not Generic
Dealers order from whoever is easiest
Convenience beats relationship at volume. If ordering is slow, the account erodes quietly.
Your catalogue is treated as one product
Thousands of SKUs marketed identically puts effort where the margin is not.
Channel partners get assets nobody uses
Co-branded material without a shared account list and agreed ownership is decoration.
Reorder rate drops before anyone notices
Account-level reporting surfaces it while there is still time to call.
The system
How The System Works For You
Name the accounts, not the market
A tiered target account list built on real fit criteria and signed off by the sales team who have to work it — so budget goes at companies that can actually buy at your size.
Reach the whole buying committee
Six to ten people sign off on a serious purchase and most of them will never fill in a form. Each role gets the answer to the question they personally own.
Publish the detail the evaluators need
Technical, regulatory and commercial substance that stands up to scrutiny — because in a considered purchase the evaluation happens before anyone contacts you.
Support the deal after the enquiry
Long cycles stall between the first conversation and the signature. We build the content and air cover that keeps a live deal moving through review, procurement and approval.
Report pipeline, not activity
Account coverage, committee reach, pipeline created and influenced, velocity and win rate — with the attribution window stated.
The services behind this: account-based marketing for the programme, LinkedIn Ads for reaching the committee inside named accounts, and CRM systems so coverage and pipeline are measurable rather than asserted — and where the account list has to be sourced and enriched at scale, a custom lead database underneath all of it.
Our methodology
The Account Engine
Every account-based programme we run moves through the same six stages, in the same order. It is the reason two different clients get the same rigour rather than whatever their strategist happened to prefer.
01 · Objective
The number the programme is judged on, the motion that gets there, and who owns each part. Agreed with sales and finance before anything is built.
02 · ICP
Firmographic, technographic and behavioural definition of accounts that can buy at your size and expand afterwards — not everyone who could theoretically use the product.
03 · Target accounts
A finite target account list, tiered 1:1 / 1:few / 1:many by what each account is worth, scored for fit and signed off by sales.
04 · Value proposition
What changes for the economic buyer, the champion, the technical evaluator and the blocker — each answered separately, because they are asking different questions.
05 · Playbooks
The channels, content and sequences that run against each tier, with entry and exit criteria so a play either earns its place or stops.
06 · Delivery & measurement
Account coverage, buying-committee reach, pipeline created and influenced, velocity and win rate — reported with the attribution window stated.
Straight answers
Automotive (B2B) Marketing FAQ
Including the one about whether we have done this before.
Have you worked with automotive (b2b) companies before?
Our published client work is Ontario trades, retail, hospitality and e-commerce — we are not going to claim a automotive (b2b) portfolio we have not published. What transfers is the account-based discipline on this page, an in-house production crew, and paid media measured against pipeline rather than clicks. On the call we will tell you honestly whether your situation needs a specialist we cannot be.
How is this different from lead generation?
Lead generation optimises for volume of enquiries. A named-account programme starts from a finite list of companies worth winning and measures account coverage, buying-committee reach and pipeline. When the deal is large and the committee is six people, counting form fills tells you almost nothing.
What does it cost and how does it start?
Most engagements start with a paid diagnostic — a short, fixed-scope assessment of your ICP, target account list, committee coverage and reporting, ending in a written plan you own either way. Ongoing work is scoped and quoted plainly; there is no package tier and no public price list.
How long before we see pipeline?
Engagement signals — accounts moving from cold to active, more committee members reached — typically appear in 4 to 8 weeks. Pipeline follows your existing cycle, so on a twelve-month capital sale that is when revenue lands. Anyone promising closed enterprise deals in month one is describing something else.
Book A Call About Your Automotive (B2B) Pipeline
Bring your target account list, your average deal size and your sales cycle. You'll leave with a written view of what to run first — hire us or not.
You'll talk to Cruz or Keegan — not a sales rep. Leave your strategy call with a written growth plan — yours to keep, hire us or not.