Digital campaigns

Overall approach: share insight

Our approach to digital paid media is rooted in sharing and teaching. We do not pay for traditional ads; instead, we invest in distributing high-utility knowledge and expertise across digital channels to educate, inform, and build trust within the community.

The primary goals of our digital strategy are:

• Generate awareness: Increase overall awareness of FleetDM in the market.
• Value Distribution: Distributing high-utility assets (Handbooks, Calculators, Reports) that answer questions and solve immediate problems.
• Demand Generation: Identifying new contacts through strategic form completions.
• Intent Capture: Gathering intent signals from known contacts as they engage with our technical content.
• Precision Targeting: Focusing paid spend on our core ICP (target personas at organizations with >1,000 employees) to drive high-quality "Growth Vectors".

Tracking & UTMs

To ensure accurate attribution and data visibility, we use UTMs when processing form completions to connect the dots.

UTM Medium:

For digital agency collaboration, the following utm_medium values are needed:

• utm_medium=ps: Paid Search (e.g., Google Search Ads)
• utm_medium=so: Paid Social (e.g., LinkedIn Sponsored Content)

UTM Campaign:
We use the campaigns in salesforce to keep track of roi and impact of investments. Therefore, we need to tag ads with the appropriate utm_campagn.

Campaign naming & definitions

The following campaigns are scheduled for launch in January 2026. Campaign names follow the Fleet naming convention: [YYYY-MM]-[Medium]-[Campaign-Name].