General Insulation Company (GIC) & Loadsmart
LTL Brokerage + TMS Case Study Campaign For Pipeline
Client: Loadsmart, B2B Logistics SaaS
Industry: Construction Materials, Manufacturing
Target Audience: Mid-Market U.S. Manufacturers
Key Assets: Video interview, lead-gen webinar, case study, press release, sales automation, paid + organic media, analytics dashboards
Overview
General Insulation Company (GIC) is a major distributor and manufacturer in the construction materials industry, one of the highest-value verticals for a company I worked for due to heavy LTL volume, tight margins, and complex freight workflows. GIC was selected as a showcase customer because they actively used both sides of Loadsmart’s offering: LTL brokerage services and the TMS platform, demonstrating how the two work together to improve efficiency, visibility, and cost control.
My Role:
I led the end-to-end strategy and execution for this multi-channel campaign, turning one anchor story into a high-performing funnel engine targeting U.S. mid-market building materials manufacturers.
Strategy & Execution
1. Anchor Asset: Customer Video Interview → Lead-Gen Webinar
I began by recording a video interview between GIC and their account manager, focusing on:
- Freight cost savings
- LTL optimization
- Workflow improvements
- TMS adoption wins
Then I repurposed the interview into a live industry webinar, which we promoted through:
- Targeted LinkedIn ads
- Email marketing to manufacturing and construction contacts
Webinar performance:
- 50 leads generated
- 25 immediate MQLs
2. Automated Sales Follow-Up Program
Webinar MQLs fed directly into a personalized, automated sales sequence that included:
- A multi-email follow-up series
- Call scripts tailored to construction & materials logistics
- LinkedIn InMail templates for AEs
- Dynamic personalization from CRM fields
Results: ~50% open rate and ~50% response rate (same performance profile as the other campaigns).
3. Case Study + Press Release Launch
I partnered with the content manager and design team to launch the day after the webinar:
- A written case study using the interview insights
- A press release amplifying GIC’s LTL + TMS results
These assets reinforced the message and provided fresh creative for marketing and sales alike. Multiple trade publications also highlighted the story, amplifying our reach.
4. Automated Email Nurture to Mid-Market Manufacturers
I built a dedicated nurture campaign aimed at:
- Mid-market and enterprise manufacturers
- Construction materials and insulation companies
- Operations and supply chain leaders
Messaging focused on combined brokerage + TMS value, LTL efficiency, cost savings, and workflow improvements.
5. Paid & Organic Media Distribution
Paid Media
- LinkedIn remarketing to engaged email nurture prospects, webinar viewers, and case study readers
- Google Display retargeting
- YouTube consideration ads using short interview clips
Organic Social
- Quote cards of direct quotes from GIC’s management
- Short video snippets of the interview
- A narrative series highlighting GIC’s before-and-after transformation
All traffic drove to a manufacturing-specific landing page, which highlighted:
- LTL brokerage capabilities
- TMS platform efficiency
- Combined workflow improvements for manufacturers
6. Reporting & Analytics Dashboards
Working with Revenue Operations, I developed dashboards that visualized:
- Lead volume by channel
- Webinar attendance → MQL → SQL progression
- Sales engagement activity
- Opportunity creation and pipeline value
- Multi-touch attribution
- Engagement from paid and organic campaigns
This gave the sales team and leadership a clear window into campaign performance.
Results
Performance trends were consistent with the Red Gold campaign, demonstrating strong funnel movement:
- High engagement on webinar registration and attendance
- 25 MQLs from the webinar alone
- 200 MQLs overall
- ~50% open and response rates on sales automation
- Steady SQL and opportunity creation from mid-market manufacturing accounts
- Strong performance from LinkedIn remarketing and YouTube snippets
This campaign established a repeatable, high-impact strategy for turning one customer interview into a multi-channel pipeline engine for a high-value vertical.