We run outbound, content and web operations for equipment lessors and finance companies, built around the vendor network that originates most of the volume and around the fiscal calendar that concentrates it.
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Two lanes. End users adding capacity, and the vendor and dealer network that decides most of the volume: the reps who choose where to place a deal, worked as a program rather than a pitch.
Equipment category pages that land months before the fiscal window, written in leasing vocabulary, plus the material a vendor rep can hand to their own customer.
Trade coverage in the equipment categories you fund, which is where a dealer decides who to place with before you ever meet.
Application and quote flows, and the vendor portal that makes placing a deal with you the easy option at the point of sale.
None of this is legal advice and your counsel still signs. What changes is that the campaign is aimed at where the decision is actually made, and timed against the window where it is made.
A true lease is governed by UCC Article 2A rather than by credit regulation, and the distinction between a true lease and a disguised security interest carries real consequences.
What that means for a campaign: Copy that borrows vocabulary from lending blurs the line the whole product depends on, and a CFO reading a rate where there should be a payment structure notices immediately. The vocabulary is the first credibility test.
A large share of equipment finance originates at the point of sale, through the dealer or the manufacturer rather than through the business that will operate the equipment.
What that means for a campaign: The highest-value audience is not your end user at all, it is the vendor network, and that is a completely different campaign: fewer targets, longer relationships, and a message about closing their deals rather than funding yours. Most marketing in this segment aims at the wrong person.
Equipment purchase decisions cluster around tax treatment, and the fiscal year end concentrates demand into a narrow window.
What that means for a campaign: This is the most seasonal segment on the map, and the campaign is a countdown rather than an always-on program. The content has to be in place months before the window, because that is when the research happens.
State commercial financing disclosure laws vary in whether and how they reach leases, and several carve out or treat true leases differently from other commercial financing.
What that means for a campaign: The variation is an advantage if you know it, because it means the disclosure burden is narrower here than for sales-based financing, and a provider who can say precisely what applies in each state closes faster than one who over-discloses defensively.
The line you cannot cross: Never quote an interest rate on a true lease, and never imply a tax outcome. The tax argument is the reason the deal happens and it is the one claim that belongs to the client's accountant.
The existing ones were. The next ones do not have to be, and a vendor who has never heard of you is not going to place a deal with you. Outbound to vendors is relationship building at a slower cadence, not a pitch.
Agreed, and that is why it is built as a countdown. The content has to be in place months before the window because that is when the research happens, and the outbound intensifies as the window closes.
Smaller is where it works best. A large lessor has a marketing department and a platform budget. A smaller one needs the output without the overhead, which is exactly what an operated service is.
Both, but vendors are usually where the leverage is, and they are almost always the underserved side. We build them as separate campaigns because the message is different.
As a countdown rather than an always-on program. Content lands months before the fiscal window, outbound intensifies into it, and the calendar drives the plan.
Yes, and it is the first thing we get right. A rate quoted on a true lease is the fastest way to lose credibility with a CFO, and it is a mistake generic marketing makes constantly.
No. We run it. No seats, no admin, and your origination system stays yours.
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.
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