Many agencies and B2B tech marketing teams often make a critical error: they base decisions on gut feelings, react to market pressures, or chase seemingly attractive opportunities without relying on concrete data. This approach can lead to misguided strategies and ineffective campaigns.

Obviously, and this is not something new we’re saying here, we have better access to good quality data than ever before. The real challenge is knowing how to actually use it to make the best decision possible for the objectives at hand.

Now, on the other hand, we hear variations of, “Is account-based marketing worth it for this industry in this region for my XYZ company? Can we achieve a good return?” a lot in our discovery calls we do with our prospects.

That’s why we partnered with one of the best company data providers out there, our amazing friends from VERIDION to help answer these types of questions. Over the next few months, expect to see plenty of posts with data analyses and useful insights.

Let’s start by going through the initial steps of the market research necessary to discovery and understand how (and most importantly “if”) Account-Based Marketing is the best approach to target and engage mid- and large-sized car rental companies in the U.S for East European software development companies.

STEP 0: TL;DR – Too long; Didn’t read

In this analysis we looked at how software companies in East Europe can sell their services and solutions to car rental companies in the U.S., using a focused, data-driven approach. We looked at the local market and found key regions and mid-sized companies with 50 to 250 employees that are good ICPs. Our analysis also showed that the U.S. car rental industry is polarized and has growing needs for technologies like real time data analytics and electric vehicle (EV) integration.

Quick Overview

1. Local market situation analysis
   • Process: Define target geography (Core Eastern Europe), filter companies by services keywords and employee count (50-250).
   • Insights:
     • Poland leads with the highest number of software companies.
     • Romania and Bulgaria show strong potential with a high concentration of companies in their capital cities.
     • Czech Republic and Hungary have the oldest average company founding years (2001), indicating mature and established software industries in these countries.
2. Targeted market (U.S. car rental companies) analysis
   • Process: Identify and analyze large car rental companies in the U.S. and Canada using the specific NAICS codes and number of employees filters.
   • Insights:
     • The U.S. car rental market is highly fragmented, offering a lot of opportunities to sell customized and high quality software services.
     • The market is polarized between large international chains and smaller local operators, presenting diverse software needs and challenges.
3. Making sense of the data
   • Process: Analyze market trends, identify key pain points, and map East European software capabilities to U.S. car rental industry needs.
   • Insights:
     • Real-time data solutions and EV integration are major pain points for U.S. car rental companies.
     • East European software companies can offer affordable and flexible solutions for these specific problems the mid and large car rental companies in the United States face. Most companies offer highly trained workforce that can deliver state of the art software, providing IT services, and managing projects at the highest level. Cities like Warsaw, Bucharest, and Sofia have a lot of skilled tech workers. These companies combine technical skills with lower prices, making them a good choice for U.S. car rental companies that want to improve their businesses.
4. Implementing account-based marketing (ABM)
   • Process: Identify key decision-makers, create personalized content, and engage through multiple channels.
   • Insights:
     • Key data points show that 73 companies match the criteria, including those in the car rental industry (based on NAICS codes), annual revenue, and employee count, located in the U.S. and Canada.
     • Personalized ABM campaigns can boost engagement and conversion rates when executed consistently and correctly.
     • Consistent multi-channel experiences are crucial for building long-term relationships in a market with few target companies.

STEP 1: Situation analysis of the East Eurpean software development market

Action 1: Defining the geography

First action was to define the geography of our search, i.e. we are looking for software companies in East Europe that are targeting Rental car companies in the US.

East European countries:

1. CORE: Ukraine, Belarus, Poland, Czech Republic, Slovakia, Hungary, Romania, Bulgaria, Moldova.
2. Often Included in East Europe: Estonia, Latvia, Lithuania, Slovenia, Croatia, Serbia, Bosnia and Herzegovina, Montenegro, North Macedonia, Albania.

For this exercise, we only focused on the Core East European countries.

The Strictness parameter for the company_location filter in Veridion’s API controls how many of a company’s locations are included in the search. It allows us to specify whether we want to search only the main location (like the company’s headquarters), only the secondary locations (regional offices, stores, etc.), or both.

There are 3 levels of strictness, each controlling how wide or narrow the search is. We only focused our attention on companies that fall under Strictness 1: only search for the copanies with headquarters in the selected area.

Example: If you search for companies in Poland with Strictness 1, you’ll only get results for companies whose headquarters are in Poland.

Action 2: Defining the attributes

Next, to find the company products and services we norrowed down the search using the main "attribute": "company_products".

In Veridion’s database, companies have various attributes, and here, we’re specifically looking at the products or services they offer. So, we’re telling the API: “Hey, show me companies based on what they produce or provide!”

These are the operands we focused on specifically for this post: Software Development, Custom Software, Software Engineering, Application Development, Web Development, Mobile Development, Enterprise Software, System Integration, Cloud Computing, DevOps, Agile Development, Digital Transformation, Software Solutions, Software Design, Database Development, IT Consulting, Software Maintenance, IT Services, Technology Solutions, Software Platforms, Software as a Service, Consulting Services, System Integration, Technical Support, Software Architecture, Full-Stack Development, Front-End Development, Back-End Development, API Development, Machine Learning Solutions.

Action 3: Defining the employee count

For this step we focused on the number of employees and we checked:

"company_employee_count”

We went for companies with 50 to 250 employees. The reason behind it is pretty simple:

• Software companies that have less than 50 employees, most of the time do not have a marketing departament or they have a very small marketing department that focuses their attention on the local or national market. Not saying it’s always true, but most of the times it is. Some small companies, particularly in the SaaS space, may have a global focus from the start, but this is rather the exception, not the norm.
• Software companies with more than 250 employees tend to have their stuff already in place and they know what they have to do to manage their sales operations. Most times they have tested a lot of things, they’ve learned a lot and have a pretty decent process for marketing and client acquisition. Software companies of this size are generally well-positioned to target global markets rather than being limited to just local ones.

And nooooow, drum rolls… here are the Veridion numbers:

Employee count analysis

Top 3 cities per country in terms of total companies and average employee count

Here are the top 10 business tags clustered for all the countries we analyzed:

Top 10 interesting insights from Veridion’s business tags data

Poland dominates in terms of company count:

• With 797 software companies, Poland far surpasses other East European countries in terms of the total number of companies. This reflects Poland’s strong tech sector, particularly in major cities like Warsaw, Krakow, and Wroclaw.
• Wroclaw is emerging as an important tech hub in Poland with 91 companies and an average employee count of 96. While not as large as Warsaw or Krakow, Wroclaw is becoming a key city in Poland’s software development landscape, offering a ton of opportunities for expansion.

Moldova’s software market is relatively young:

• With an average founding year of 2011, Moldova’s software companies are the most recently established in the region. This indicates that the tech industry in Moldova is still growing and may offer some interesting surprises in the coming years.

Romania has a well-established software sector:

• With 280 software companies and an average founding year of 2004, Romania has a mature and stable software industry. This long-established presence in the market makes Romania an attractive destination for software outsourcing and custom software development partnerships.

Enterprise software is underrepresented:

• While Software Development and IT Services dominate the market, Enterprise Software solutions rank lower in terms of business tags. With only 84 mentions, this sector remains an untapped opportunity for companies looking to expand their offerings into large-scale enterprise solutions.

Bulgaria’s strong focus on IT Consulting:

• In Bulgaria, IT Consulting Services are a major focus, with 120 mentions in the business tags according to Veridion’s business tags data. This shows that Bulgaria is positioning itself as a go-to destination for companies seeking expert advice on IT strategy, infrastructure, and development, making it a strong contender in the consulting space.

Romania’s leadership in e-commerce solutions:

• E-commerce is a key focus in Romania, with 122 mentions in the business tags. This highlights Romania’s growing expertise in developing online retail platforms and related services. As global e-commerce continues to expand, Romania is positioning itself as a major player in providing end-to-end e-commerce solutions for businesses seeking to establish or grow their online presence.

Czechia’s strength in project management:

• Project Management ranks highly in Czechia, with 162 mentions across business tags. This shows that companies in Czechia are not only providing software development but also offering comprehensive project management services to ensure smooth execution of their projects. This makes Czechia a very interesting option for businesses looking for structured, end-to-end tech solutions.

Poland’s expanding role in user experience design:

• User experience (aka UX) design is gaining momentum in Poland, with 99 mentions in the business tags. As more companies prioritise the usability and aesthetics of their digital products, Poland is emerging as a go-to destination for UX design services, providing businesses with the tools they need to create more user-friendly software and interfaces.

Ukraine’s growing expertise in full-stack development:

• Full-stack development is one of the notable focuses in Ukraine, with many companies offering a full range of front-end and back-end development services. This indicates Ukraine’s strong positioning in delivering end-to-end software solutions, enabling businesses to build complete web and mobile applications in-house. As demand for full-stack developers grows, Ukraine’s software companies are well-equipped to serve both local and global markets. Another important observation is that Kyiv is the city with the highest number of companies, namely 258, targeting mid-large car rental companies in the US.

Custom software development is thriving, but room for specialization exists and it’s (probably) the biggest opportunity for the region:

• Custom software development ranks highly among business tags, with 103 mentions, indicating it’s a popular service offering across Eastern Europe. However, more specialised services like API Development and Machine Learning Solutions have relatively fewer mentions. This suggests that while many companies offer general custom software, there’s an opportunity to focus on niche, high-demand services like AI, APIs, and cutting-edge tech solutions.

STEP 2: Targeted market (mid & large car rental companies in the US) situation analysis

For the sake of this exercise, we asked a couple of founders and / or CEOs in Bulgaria, Czechia, Hungary, Moldova, Poland, and obviously Romania what new geographies and industries they’d like to expand in. After the regular e-Commerce, Retail, Fintech, Banking, Manufacturing and other more kinky industries that we will analyse later on, mid and large car rental companies in the US was a particularly interesting answer.

Why is that? We don’t have a clear answer just yet, but we have some ideas, based on the data we’ve analyzed:

Highly fragmented market with room for custom made solutions

• The US car rental market is both large and fragmented, comprising major companies and many mid-sized regional players. This makes it an ideal target for software companies, as each company has its unique challenges and technological needs.

Shifting consumer expectations create opportunities for tech-driven innovation

• Car rental customers expect now frictionless digital experiences, from easy booking systems to contactless vehicle pickups. Many companies in the US car rental market are struggling to meet these demands due to outdated technology and slow adoption of mobile-first solutions.
• Opportunities: For East European software companies, this create a big opportunity to develop and implement solutions that can help car rental companies meet customer expectations. By focusing on UX/UI optimisation, mobile app development, and cloud-based systems, companies can address their needs.

Need for real-time data and analytics in fleet management

• One of the biggest pain point for large car rental companies in the US is managing their fleets across multiple locations. To stay competitive, they need real-time data for vehicle tracking, maintenance scheduling, and dynamic pricing. Unfortunately, many of them are still stuck with outdated systems that can’t provide real-time analytics.
• Why Eastern Europe? East European tech companies, especially those with experience in AI, machine learning, and data analytics, are well-positioned to fill this gap. These capabilities can help rental companies optimize fleet utilization, reduce downtime, and improve profitability through predictive analytics.

Cost-effective solutions for lean operations

• The US car rental market operates on relatively thin profit margins, especially for regional players. Many of these companies are looking for ways to streamline operations and cut costs without spending a lot on software. East European companies, with their cost-effective development services, can deliver high-quality, scalable solutions at a lower cost than US-based competitors.
• Why Eastern Europe?: A US-based car rental company can outsource to a Polish or Romanian firm and get a custom-built fleet management platform with integrated real-time analytics at a lower cost than hiring domestically. This cost-effective approach is attractive to a company with thin margins, as they can deploy tech solutions without the burden of high overhead costs typically associated with US vendors.

Speed and agility in development

• Large car rental companies face time-sensitive challenges, especially when it comes to upgrading their technology. East European companies are often known for their agility and speed in delivering projects, thanks to lean organizational structures and highly skilled teams.
• Why Eastern Europe?: Software companies in countries like Czechia and Hungary are used to operating under tight deadlines and can quickly adapt to new requirements. US companies struggling to implement digital solutions in a timely manner can turn to these companies for faster turnaround times—whether it’s launching a new mobile app or integrating AI-based customer support.

Proven expertise in similar markets

• East European companies have a proven track record of working with European transportation and logistics sectors, which have similarities to the US car rental market. Many companies in Eastern Europe have already built fleet management, rental systems, and pricing algorithms for regional rental companies in Europe, and they bring that expertise to the US.
• Why Eastern Europe?: A Bulgarian company, for instance, that has developed rental management software for multiple European car rental services can easily adapt that technology for the US market. US companies are likely to work with a company that has experience in similar environments, knowing that the tech developed for multi-country fleet operations can be scaled for the US market.

Electric vehicles (EVs)

• Electric vehicles (EVs) have become very popular, with major rental companies rushing to integrate EVs into their fleets. However, this shift asks for new software solutions for managing charging infrastructure, battery tracking, and range optimization. Customers now expect EV-friendly booking platforms, and rental companies need systems that optimize fleet usage while reducing downtime. This might found familiar already, because what drives this expectation it is due to the “convenience” trend we are experiencing, and which we will continue to do so for a long time ahead.
• Opportunities: This is a clear opportunity for East European companies, especially those with expertise in IoT and real-time tracking, to offer personalised solutions. These companies can create mobility tools that address the challenges rental companies face as they transition to EVs.

China’s aggressive entry

• Another factor which has a big influence on the market is China’s aggressive entry. Chinese companies, especially those in ride-hailing and low-cost rentals, are disrupting the traditional car rental landscape with digital-first platforms, AI-powered pricing models, and automated customer service tools. For US rental companies, the pressure is on to keep up with this fast-moving competition.
• Opportunities: East European tech companies have a great opportunity here. They can help US companies level the playing field by offering AI-driven tools that improve pricing strategies and customer engagement. These tools can give US companies the speed and efficiency they need to compete with their Chinese counterparts and hold onto their market share.

Rising cost of new and used cars

• Additionally, the rising cost of new and used cars in the US is squeezing the margins of car rental companies, making it harder for them to expand their fleets. As vehicle costs rise, these companies are focusing on getting the most out of the cars they already have. East European software companies can offer solutions that maximize fleet utilization and improve fleet lifecycle management. Like this, rental companies can extend the lifespan of their vehicles and cut down on costs.
• Why Eastern Europe?: With the EV adoption, new competitive pressures from Chinese entrants, and the rising cost of vehicles, the car rental industry is at a tipping point. East European software companies, with their expertise in AI, IoT, and custom fleet solutions, are well-positioned to help large car rental companies overcome these challenges and transform their operations for the future success.

How the market looks in numbers?

Our next step was to focus on the North American car rental market, which, as we’ve already seen, offers big potential for East European companies because of its fragmentation, growing customer expectations, and technological needs, while being cost conscience.

Action 1: Defining the market

We expanded our search to include car rental companies in the United States and Canada, filtering for companies with more than 150 employees. This employee count threshold helped us focus on larger, established players that are more likely to be in need of advanced tech solutions, instead of smaller projects that can be handled by in-house teams or smaller software providers.

The parameters for this search were carefully defined as follows:

1. Geography: United States and Canada

We targeted companies in North America, specifically the United States and Canada, two of the largest markets for vehicle rental services.

2. NAICS codes & Company Category: Car rental and related services

For this part of our data analysis, we went for a different approach. Instead of searching by company products, we choose to search by the NAICS Codes and Main Company Category. The North America car rental market is more standardized compared to software development and tech companies.

By using the following codes we can make sure we only find the right companies:

• “532111”, #Passenger Car Rental
• “532120”, #Truck, Utility Trailer, and RV Rental and Leasing
• “532112”, #Passenger Car Leasing
• “532120” #Other Automotive Equipment Rental and Leasing

On top of this I added a company_category attribute of “Car Rental”.

For this analysis, we used Strictness 3, which means that we searched for companies based on a wider set of data points, including both their main locations and additional secondary locations (e.g., regional offices or stores).

• What it does: Strictness 3 broadens the search by looking for references to the company across a wider set of locations and sources, including subsidiaries and branches.
• Result: Searching for car rental companies in the United States using strictness 3 will not only capture companies headquartered in the US but also those with substantial operations there, even if their main headquarters are elsewhere.

3. Employee Count: 150+ Employees

For this search, we specifically focused on companies with more than 150 employees to target larger car rental businesses that have the resources and operational complexity to benefit most from advanced software solutions. These companies are more likely to have in-house challenges that require technological innovation, particularly in fleet management, digital booking systems, and data analytics for operational efficiency.

• Companies with fewer than 150 employees tend to have smaller operations and are less likely to require complex software solutions.
• Larger companies are typically more mature and have already invested in technology, but they still face challenges in modernising and optimising their systems, especially with the shift to mobile-first customer experiences.

Results

• 73 companies that check all the boxes.
• From these companies, 52 of them have the HQ in the USA, 11 from Europe, 5 are from Canada, and 3 from Mexico.
• The average global employee count is 6.263 employees with an average estimated revenue of $3.19 billion.
• As an average, this means $944.508 revenue per employee. Pretty impressive.
• Not necessarily a relevant number, but it’s interesting, the average year of founding for the US companies is 1977, putting the average age of the companies at 46.5 years.

Something interesting for all the software companies:

Here is a list of the top 15 technologies used by U.S.-based companies in the dataset:

More insights

Revenue vs. employee count correlation:

The correlation between employee count and estimated revenue for U.S.-based companies in this dataset is approximately 0.49. This indicates a moderate positive relationship, meaning that generally, companies with more employees tend to have higher revenue, but the relationship is not very strong.

Company age vs. revenue:

The scatter plot above shows the relationship between company age and estimated revenue for U.S.-based companies. While older companies generally show higher revenues, the relationship appears to be less consistent, indicating that both younger and older companies can achieve significant revenue.

Top 10 revenue-generating companies along with their details:

Let’s head up to LinkedIn Sales Navigator now

Using filters to find the “Ideal Customer Profiles” inside the companies, we used the following filters:

1. Function

• Information Technology
• Engineering
• Operations

1. Seniority level

• Director
• Owner / Partner
• CXO
• Vice President

For these filters, for the 73 companies, there are 512 results out of which only 36 are active on LinkedIn (posted on LinkedIn in the past 30 days).

Sure, we are well aware that the filters could be improved. But even so, probabil the results will double in numbers or so? That means that we still talk about bellow 100 active ICPs on LinkedIn.

This means that relaying solely on LinkedIn to generate business on a very specific niche, on a very specific ICP maybe is not the way to go.

Step 3: Making sense of it all

Drawing some sort of conclusions, or such

1. Mid-sized car rental companies are under-optimized: Target companies with 150-250 employees for custom fleet management solutions

According to the data, mid-sized car rental companies (with 150-250 employees) are an opportunity for software providers. These companies typically have more complex operational needs than small businesses, but lack the in-house technology infrastructure that larger enterprises might already have in place.

What software development companies can learn:

Target mid-sized car rental companies with fleet management tools that help optimize vehicle deployment, maintenance schedules, and real-time tracking across multiple locations. Customizable solutions that can grow with their fleet size are crucial, as these companies may not yet have an integrated system in place. Highlight features such as predictive maintenance, vehicle tracking, and fleet utilization analytics to help them operate more efficiently without breaking the bank.

2. East european software development companies have a competitive advantage in cost-efficiency: sell custom, scalable software for tight margins

The car rental market operates on thin profit margins, especially among mid-sized regional players. As shown in the Veridion data, companies like Penske and Vanguard are handling significant operational complexity without the massive infrastructure that top-tier companies possess. Many of these companies are stuck using legacy systems that prevent real-time data analysis and efficient fleet management.

What software companies can learn:

East European software development providers are known for offering cost-effective, high-quality custom solutions. Use this advantage to position your offerings as both affordable and scalable. Demonstrate how customizable software can be deployed to provide real-time fleet tracking, data analytics, and automated scheduling at a lower cost than U.S.-based solutions. This is important for companies needing to optimize operations without making large upfront investments.

3. Significant opportunity in real-time data solutions: Most car rental companies lack modern fleet analytic

The data from Veridion suggests that many car rental companies, particularly mid-sized ones, are operating with older systems that lack the ability to provide real-time fleet data. Only a small fraction of companies (primarily the largest players like Enterprise and Avis) have begun using advanced fleet management solutions that offer predictive analytics, dynamic pricing, or real-time tracking across multiple locations.

What software companies can learn:

Focus on developing or marketing real-time fleet management and analytics solutions that help companies reduce downtime, improve vehicle utilisation, and make data-driven decisions. Offer software that provides:

• Real-time GPS tracking;
• Dynamic pricing models based on fleet availability and demand;
• Predictive maintenance to avoid costly breakdowns;

These features are especially relevant for regional players looking to scale but needing the same level of operational efficiency as national players.

4. Electric vehicle (EV) integration is lagging: Build EV-specific fleet software for growing needs

The Veridion data didn’t highlight extensive EV adoption across mid- to large-sized car rental companies, but the increasing push for electric vehicles (EVs) in the industry is undeniable. Companies like Hertz are leading the charge by expanding their EV fleets, but managing these fleets presents new challenges such as battery health monitoring, charging station management, and range optimization.

What software companies can learn:

Offer EV-specific fleet management software that handles the unique challenges of operating an electric fleet. For example:

• Battery monitoring systems that predict charging needs;
• Optimized route planning based on available charging infrastructure;
• Real-time alerts for battery health and vehicle range;

Car rental companies expanding their EV offerings will need to invest in this kind of technology to manage both their traditional and electric fleets.

5. Regional expansion poses new challenges for car rental companies: Software for multi-location fleet operations is needed

According to the data, companies like Penske, Enterprise, and Avis are managing fleets across multiple locations. Regional expansion means dealing with different logistical challenges—fleet distribution, vehicle availability, and localized pricing models.

What software companies can learn:

Provide solutions that help rental companies manage multi-location operations. This includes:

• Centralized fleet management software that tracks vehicles across multiple regions;
• Automated vehicle allocation to distribute cars based on demand across locations;
• Localized pricing algorithms to help regional managers adjust rates based on local market conditions.

These tools will enable rental companies to optimize their fleet distribution without the need for manual oversight, improving efficiency across regions while reducing operational complexity.

Finding key takeaways from the data

For software companies targeting the U.S. car rental industry, the Veridion data points to clear opportunities:

1. Mid-sized companies (150-250 employees) need customized fleet management solutions that are scalable and cost-effective;
2. Real-time data analytics remains underutilized, presenting an opportunity for advanced software that offers predictive maintenance and fleet tracking;
3. The rising integration of electric vehicles (EVs) calls for fleet management tools designed to handle EV-specific challenges;
4. As companies expand regionally, there is growing demand for software that can handle multi-location operations, including dynamic pricing and vehicle allocation.

With these insights, software companies can create highly tailored Account-Based Marketing (ABM) strategies that address the specific pain points of car rental companies, positioning themselves as essential partners in the digital transformation of the industry, offering solutions that meet the unique needs of these businesses.

Imagining myself as an executive in a software development company targeting car rental companies, I would begin by:

1. Understanding the car rental market: A data-driven approach

This article is (hopefully) a good start. But there are many other lessons to be learned in order to such a complex and big market.

2. Understanding account-based marketing (ABM) for software development companies targeting the U.S. car rental industry

In recent years, software companies have gained immense potential to sell to mid- and large-sized car rental companies in the U.S., but the fragmented nature of the car rental industry and the different tech adoption rates, makes it difficult to use broad marketing strategies. This is where Account-Based Marketing (ABM) comes into play.

ABM lets software companies focus their efforts on specific high-value car rental companies by offering tailored solutions for their unique challenges—whether it’s improving fleet management, integrating real-time data analytics, or enhancing the customer experience.

This approach allows software companies to create customized campaigns, building deeper relationships with key accounts in the car rental industry while maximizing their return on marketing investment.

Why ABM is ideal for targeting U.S. car rental companies

Car rental companies, especially mid- to large-sized ones, have complex buying processes. Decision-makers often include not only the C-suite but also operations directors, fleet managers, and even IT leaders. Because of the complexity and the size of deals involved in B2B sales to these companies, traditional lead generation methods won’t work well, but the highly personalized and data-driven approach of ABM is a perfect fit.

Account-based marketing focuses on quality over quantity, concentrating resources on accounts that are more likely to bring long-term value. By treating each target company as its own “market,” software providers can offer personalised content, interactions, and specific solutions for solving that company’s problems.

Why the U.S. car rental market is primed for ABM

Based on the data we gathered, it’s clear that U.S. car rental companies face several distinct challenges that software companies can address, but these challenges vary widely depending on the company’s size, location, and strategic focus.

Finding key pain points in the industry:

• Fleet management and usage: With thin profit margins, car rental companies need to maximize the usage of their fleets, reduce downtime, and manage real-time data on vehicle availability;
• Integration of electric vehicles (EVs): As EV adoption grows, car rental companies need software that can manage EV-specific challenges, such as battery health, charging station logistics, and range anxiety for customers;
• Customer experience: Consumers now expect frictionless, digital-first experiences when booking rentals, picking up vehicles, and interacting with customer support. Outdated systems are slowing down many companies’ efforts to meet these expectations;
• Data-Driven Operations: Many companies still rely on legacy systems that can’t provide real-time data for dynamic pricing, fleet tracking, or predictive maintenance—all of which are important for staying competitive in today’s market.

STEP 4: Implementing ABM for software sales in the car rental industry

Now that we’ve established why ABM is a good idea for this specific use case, let’s break down how software companies can effectively use it to sell solutions to car rental businesses.

Target the right companies with data-driven insights

To implement ABM, start by identifying the car rental companies that can benefit the most from your technology solutions. The data from Veridion gives a detailed look into companies based on employee count, revenue, fleet size, and even technology stack.

Here’s how you can start:

• Focus on companies with 150+ employees. These are typically large enough to require advanced software for operations like fleet management, booking systems, and real-time analytics;
• Use firmographic data to find companies with outdated systems or slower technology adoption rates—this suggests a higher need for your solutions;
• Analyze their geographical spread. For instance, a car rental company with multiple locations may need a centralized, scalable fleet management platform with real-time data capabilities.

Example: If a car rental company is expanding its EV fleet, you might focus your marketing message around how your software can handle the specific challenges of managing electric vehicles, such as battery monitoring, range predictions, and charging station logistics.

Map out key decision-makers and their pain points

For each targeted account, ABM involves understanding who the key decision-makers are and what specific challenges they are facing. In the car rental industry, it’s not just about talking to the CEO. There are multiple stakeholders involved in technology decisions:

• CIO or IT Director: Concerned with how well your solution integrates with existing systems and infrastructure;
• Fleet manager: Interested in improving operational efficiency, reducing vehicle downtime, and leveraging real-time data for predictive maintenance;
• Operations director: Focused on streamlining booking, vehicle tracking, and optimizing customer service;
• CFO: Will look at cost-effectiveness and ROI for implementing a new software solution.

Action: Use LinkedIn Sales Navigator or similar tools to find the right individuals in each target company. Then, create personalized content aimed at each decision-maker’s unique concerns.

For example, send an email to the fleet manager highlighting how your software can track vehicle usage in real-time, reducing fleet downtime by 15%. Meanwhile, you might share a detailed case study with the CIO showing how easily your platform integrates with legacy systems to avoid downtime during implementation.

Personalized messaging and content development

One of the hallmarks of ABM is the use of highly personalized messaging. Rather than sending generic marketing material, software development companies need to create content that speaks to the specific needs of each car rental company.

• Whitepapers on fleet management optimization personalised to large, multi-location companies;
• Case studies showing how similar car rental companies have reduced operational costs through real-time data and predictive analytics;
• Videos demonstrating the specific features of your software that address fleet tracking and dynamic pricing—two critical pain points in the car rental space.

For example, when targeting a company like Enterprise, you could create a customized landing page with content about scaling fleet operations across multiple locations using AI-driven optimization.

Delivering a consistent multi-channel experience

ABM doesn’t stop at just sending an email or sharing a whitepaper. It created a consistent experience across all the channels your target company might engage with. Use a combination of:

• Email outreach tailored to specific pain points;
• Targeted LinkedIn ads that are seen by key decision-makers;
• Webinars or virtual demos showing how your software can address operational bottlenecks within their fleet management or customer service platforms;
• In-person or virtual meetings that are tailored to individual account needs.

These touchpoints should build on each other to guide the prospect through the sales funnel, deepening their understanding of your offering and its relevance to their specific challenges.

Tracking engagement and refining your strategy

ABM is a long game, and it’s important to track the engagement of your target accounts over time. Monitor how decision-makers respond to your outreach and adjust your content accordingly:

• Are they opening emails but not responding? Refine your messaging to address more specific pain points;
• Did they attend your webinar but haven’t scheduled a demo? Follow up with a customized use case that shows how your software can solve a problem they’re facing.

Key metrics to track:

• Account engagement: How often are they interacting with your content? Are they moving down the sales funnel?
• Content consumption: Which pieces of content are they engaging with most—whitepapers, videos, webinars?
• Sales pipeline movement: Are accounts progressing from initial engagement to formal discussions or demo requests?

This constant feedback loop can help you adjust your ABM strategy in real-time, ensuring you remain relevant and continue building relationships that will eventually convert into long-term partnerships.

Conclusion: ABM for software development companies in the car rental market

ABM is the perfect strategy for software companies looking to sell to mid- and large-sized car rental companies in the U.S. By leveraging data-driven insights, you can target specific companies with personalized solutions that address their unique operational challenges. Whether it’s optimizing fleet management, improving real-time data analytics, or enhancing the customer experience, ABM helps you connect with decision-makers in a way that leads to higher conversion rates and stronger client relationships.

By focusing on quality over quantity and nurturing key accounts through highly personalized content, ABM sets your software company up for success.

If you need these data to further analyse the market, give Veridion’s API a try. And if you’re looking for digital marketing and lead generation strategies to help your tech company sell to your ideal customers, reach out to Milk and Cookies Studio—we’d love to chat!

FAQs

1. Why is ABM suitable for targeting car rental companies with software solutions?
   • ABM allows software providers to focus on specific operational challenges that car rental companies face, like fleet management or real-time data needs. This targeted approach leads to more relevant conversations and higher conversion rates.
2. How can software companies identify the best car rental companies to target?
   • Use firmographic data to target companies based on factors like employee count, technology stack, and geographical reach. Focus on those with outdated systems or in need of specific technology upgrades.
3. What are some effective ABM tactics for engaging with car rental companies?
   • Create content like whitepapers, webinars, and personalized emails that address the specific pain points of each company.
4. How can software companies measure the success of their ABM campaigns in this sector?
   • Track metrics like account engagement, content interaction, and pipeline movement to see how target companies are responding. Refine your strategy based on these insights.
5. What role does data play in ABM for the car rental industry?
   • Data helps software companies build detailed profiles of their target accounts, enabling them to create relevant messaging that speaks directly to the challenges faced by each company.