Alfa Romeo
Driving £450,550 in new UK fleet contracts at a 10% cost of sale, through targeted multi-channel B2B media and AEO-aligned landing page architecture.
Headline Results
The Client
Alfa Romeo is one of the world's leading producers of luxury cars, with a heritage rooted in driving passion, fine Italian design and exhilarating handling. Alongside the consumer marque, the brand operates a substantial fleet division supplying business vehicles to UK fleet managers across SME, corporate and public sector accounts.
They engaged Digiconomy to design and deliver a targeted B2B digital marketing strategy that would put Alfa Romeo's fleet offers in front of decision-making fleet managers across the UK, a notoriously hard-to-reach audience working through long, considered buying cycles.
We delivered a precision-targeted multi-channel campaign combining email marketing, programmatic display, digital media buying and full-funnel remarketing, supported by entity-rich landing pages built for both human conversion and machine readability. Within six months, this approach generated £450,550 in new fleet contracts at a 10% cost of sale.
To support visibility beyond the paid campaign window, we restructured the fleet content estate around the questions fleet managers actually research, including total cost of ownership, BIK rates, residual values and whole-life running costs, with schema markup, model entity definitions and competitor comparisons. The same content layer that drove paid conversion continues to surface Alfa Romeo's fleet proposition in organic and AI-generated answers.
The Objectives
Clear commercial goals against a hard-to-reach B2B audience and a defined campaign window.
Profitable Fleet Acquisition
- Generate qualified new business fleet contracts within a defined six-month commercial window.
- Maintain cost discipline with a target cost of sale aligned to the brand's profitability thresholds.
Durable Brand Visibility
- Reach fleet managers throughout long, considered research cycles, not just at the point of purchase.
- Build content and audience assets that continue to deliver value beyond the paid campaign period.
The Strategy
A precision B2B acquisition strategy designed to capture fleet manager intent, sustain coverage across long research cycles, and build durable brand visibility.
Audience-First Targeting
Build an addressable audience of UK fleet decision-makers using job-title, company size, vehicle parc and intent signals across email and programmatic platforms. First-party data was layered with B2B intent signals to focus spend exclusively on accounts with realistic fleet purchase potential.
Multi-Channel Funnel Coverage
Deploy email, programmatic display and audience-led media buying in parallel to cover every stage of the fleet manager's research journey, with sequenced messaging moving prospects from awareness through to test drive request and dealer enquiry.
Conversion and Answer-Engine-Optimised Content
Rebuild fleet landing pages and sales journeys around the questions fleet managers actually ask, with schema markup, structured model entity content and clear competitor comparisons. The same content earns visibility in traditional search and in AI answer engines such as Google AI Overviews, ChatGPT and Perplexity.
The Campaign
Multi-channel B2B execution combining targeted email, programmatic display, intelligent remarketing and AEO-aligned landing page architecture.
B2B Email Acquisition
Targeted email programmes to fleet manager and procurement decision-maker audiences across UK SME, corporate and public sector segments. Sequenced creative tested fleet offer angles such as TCO, BIK and residual values against engagement and click data, with the highest-performing messaging promoted into broader cohorts.
Programmatic Display and Media Buying
Audience-led display and direct media buys placed against fleet, business motoring and finance contexts. Creative was rotated against fleet manager intent signals and refreshed against engagement decay, keeping the campaign efficient across the full six-month delivery window.
Multi-Channel Remarketing
Cross-channel remarketing across display, email and social re-engaged fleet managers who had visited model pages or downloaded specifications without converting. Sequential creative was adapted based on the page or model engaged with, recovering significant pipeline from otherwise lost research traffic.
AEO/GEO Landing Page Architecture
Fleet landing pages were rebuilt with structured data, well-defined model entities and content organised around fleet manager research questions. This dual-purpose architecture lifted paid conversion rates whilst positioning Alfa Romeo's fleet content for citation in Google AI Overviews and conversational AI search.
The Outcome
New fleet contracts
Cost of sale
Return on investment
Within six months, the combined strategy generated £450,550 in new fleet contracts at a 10% cost of sale, comfortably inside the brand's profitability targets and a 9x return on marketing investment. The audience-led media buying surfaced demand within a notoriously difficult B2B audience, whilst the AEO/GEO-aligned landing page architecture continues to support Alfa Romeo's fleet visibility in both traditional and AI-generated search long after the paid activity concluded.
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