We run outbound, content, press and web operations for Mexican operating and finance lessors: a direct lane that detects the company needing equipment this quarter, and a vendor lane that puts your financing on the counter where the equipment is actually sold.
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Two lanes at once. Direct: companies showing the event that precedes equipment, a contract won, a new plant, an ageing fleet. Channel: the equipment vendors and dealers who close at their point of sale, worked as a relationship with financing material ready for their counter.
Pages per product and per equipment type that answer what the prospect and their accountant ask before signing, with each regime's correct vocabulary (operating, finance) resolved by construction.
Presence in the business press and in the media of the equipment sectors you lease to: transport, construction, manufacturing. The vendor refers you more easily if they found you cited where they read.
The quote flow and application that convert, plus landing pages per equipment type and per season. The year-end one publishes in September, not December.
None of this is tax advice and the client's accountant still signs. The difference is that whoever drafts knows which product they are selling, which word undoes it and in which month it gets decided, instead of finding out when the prospect stops answering.
In an operating lease the lessee pays rent for use and the asset stays with the lessor; in a finance lease the purchase is agreed and the asset lands on the lessee's books. For tax and accounting they are different products.
What that means for a campaign: The wrong word undoes the product: writing "buy your equipment" in an operating-lease campaign kills the tax argument that sustains it. Each product has its own campaign, its own vocabulary and its own buyer, and whoever drafts has to know which of the two they are selling before the first line.
Financing advertising that mentions cost or rate travels with the CAT and its legend (central bank methodology). An operating lease is not a financing: it advertises as a rental price, without that mandatory text.
What that means for a campaign: Two different creative freedoms: the operating-lease campaign can compete on price with clean copy, while the finance-lease one is designed knowing the number carries mandatory text attached. Choosing which product each piece pushes is a campaign decision, not a legal detail.
Car rental payments are deductible up to a daily cap (200 pesos per car, 285 for electric or hybrid, income tax law art. 28); industrial and cargo equipment carries no such cap.
What that means for a campaign: The fleet campaign is written around the cap (and electric brings its own higher-deduction argument), while the machinery campaign can push the full deduction with no asterisk. Two messages that do not mix, and whoever mixes them hears it from the prospect's accountant, not from you.
The rent deduction belongs to the fiscal year: what a company signs before year-end deducts that year. The last quarter concentrates the decision.
What that means for a campaign: The campaign calendar is built backwards from December: the autumn message is not the spring message, and the October outbound to a CFO with profits in sight is the most profitable run of the year. Arriving in January is arriving a year late.
The line you cannot cross: Never call an operating lease a purchase or a finance lease a rental, and never promise that "everything is deductible": the deduction depends on the product, the asset and the cap. The phrase that mixes the two regimes is the one the prospect's accountant uses to discard a vendor.
Which is why one of the two lanes is the vendor: we detect who launches a line, who enters Mexico and who sells without a financing arm, write to them and hand them material ready for their counter. The direct lane does not compete with your vendors, it adds the companies showing the signal this week that have not reached any counter yet.
The long cycle is the argument for the system, not against it: a relationship cultivated on signals (contract won, new plant, ageing fleet) arrives mature at the quarter where it gets decided, and the follow-up does not depend on anyone's memory. You close the relationship; the system keeps it warm.
Exactly, and that is why every campaign has two readers: the operations message talks about the equipment and the finance message talks about the deduction, the cash flow and the cap when it applies. Writing for only one of the two is why half of leasing campaigns get no reply.
It is the first decision on every piece, because the vocabulary, the tax argument and even the mandatory text change with the product. An operating-lease campaign does not say buy, and a finance-lease one does not promise the operating deduction. Whoever mixes the two gets discarded by the prospect's accountant.
Like a portfolio of its own: we detect which vendors sell your type of equipment without a financing arm, write to them one by one, and hand them financing material ready for their point of sale. Follow-up runs like the direct lane, on signals and without depending on anyone's memory.
The whole calendar is built backwards from December: the seasonal landing pages publish in September and the October outbound goes to CFOs with profits in sight. Arriving in January is arriving a year late, and that seasonality is the most profitable run of the year.
We operate it. There is no seat to license, no platform to learn and no admin to hire. You approve the first sample and the system runs every day.
Written and reviewed by Martin Weidemann, founder of Fullstack GTM · Last reviewed
Fullstack GTM operates outbound, content, digital PR and web systems. Nothing on this page is legal, compliance, tax or investment advice: the regulations cited are context for how a campaign gets built, not a substitute for your own counsel, and your compliance officer still signs.
Tell us what equipment you lease and through which channel, and we will build a sample against that market, with the signals and the messages, before you commit to anything.
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