From low-quality leads to focused account prioritization

Company / segment

Enterprise B2B automotive leasing, focused on SMEs 

Background

Van Mossel wanted to make new customer acquisition more effective and bring it in-house. We replaced an approach with low lead quality with a data-driven model that identifies, qualifies and prioritizes high-potential accounts. 

The challenge: High activity, but too few relevant meetings 

Van Mossel worked with an outsourced approach for reaching new customers, but had limited control over which companies were selected and how they were qualified. Leads were delivered, but their quality and commercial relevance remained too low. 

Over a period of roughly nine months, the approach resulted in only 3 to 4 well-qualified meetings, despite a significant budget and high activity levels. Many of the other leads were poorly qualified and did not represent genuine commercial opportunities. 

Limited control over lead quality 

It was not clear enough why an account was or was not commercially relevant. As a result, the team spent significant time reassessing leads after they had already been delivered. 

No clear account prioritization

Accounts were not systematically assessed based on commercial fit, relevant signals and potential value. 

Too dependent on external lead generation 

Van Mossel wanted more control over which companies were approached and how they were qualified, with the goal of making new customer acquisition more effective from within its own team. 

The approach: From broad targeting to signal-based prioritization 

We first defined more clearly which companies actually matched the Ideal Customer Profile (ICP). We then combined company data, commercial signals and potential value in a custom scoring model. 

This created a focused list of accounts where it was clear not only that they were relevant, but also why. 

Refined the Ideal Customer Profile and target market 

We mapped the relevant market and defined the characteristics that make an organization commercially attractive to Van Mossel. 

Identified relevant buying signals 

Accounts were assessed using signals such as leasing indicators, contract timing, mobility needs and fleet potential. 

Enriched account data 

We combined multiple data sources to add relevant company and fleet information. 

Calculated commercial potential 

Where possible, we estimated the potential financial value of each account based on relevant leasing and cost drivers. 

Built a scoring model 

All relevant data and signals were brought together in one model that could be used to qualify and prioritize accounts. 

This gave the commercial team a clear basis for deciding which companies should be approached first. 

What we build: A data-driven foundation for focused customer acquisition 

The new approach was translated into practical components that enabled Van Mossel to manage and improve new customer acquisition internally. 

Ideal Customer Profile and targeted account list 

We mapped the Total Addressable Market (TAM): the complete relevant market that fits the Ideal Customer Profile. From that broader market, we created a targeted account list containing the companies with the strongest commercial potential. 

Signal-based scoring model 

A custom model that evaluates accounts based on commercial fit, intent and relevant signals. 

Account enrichment 

Additional company and fleet data to help the team assess and approach accounts more effectively. 

Impact calculation by account 

Insight into the potential commercial value of each account to further support prioritization. 

In-house new business process 

A repeatable process that enables the team to manage, measure and improve account selection and prioritization internally. 

The result: More control over who you approach and why 

Van Mossel gained a clear list of qualified companies that matched the Ideal Customer Profile, supported by relevant data and commercial signals. 

This shifted the approach from outsourced lead generation to a focused process in which the internal team has greater control over which companies are approached, how they are qualified and which accounts receive priority. 

+29% more booked meetings 

✓ Higher-quality commercial leads 

✓ Clear prioritization of high-potential accounts 

✓ Greater insight into the potential value of each account 

✓ Less dependency on external lead generation 

✓ A repeatable foundation for in-house new customer acquisition 

From data to action: What this case demonstrates 

More activity in reaching new customers does not automatically lead to better results. The quality of the selection determines which companies deserve the attention of your commercial team. 

By combining the Ideal Customer Profile, account data, commercial signals and scoring, you create a focused approach in which your team knows which companies to approach, why they matter and what priority they should receive.