--- title: "GIC & Loadsmart: Multi-Channel Marketing Campaign" description: Discover how GIC’s LTL + TMS success powered a webinar-led campaign that drove 50 leads, 25 MQLs, and strong mid-market manufacturing engagement. image: https://rachelpradhan.com/hubfs/Website/GIC%20image%201.jpeg --- [Skip to content](https://rachelpradhan.com/gic-loadsmart-multi-channel-marketing-campaign#main-content) [![Rachel Pradhan B2B SaaS Growth Marketing](https://rachelpradhan.com/hs-fs/hubfs/logo-rachel-pradhan-b2b-saas-marketing.png?width=600&height=210&name=logo-rachel-pradhan-b2b-saas-marketing.png)Homepage](https://rachelpradhan.com/?hsLang=en) - [Home](https://rachelpradhan.com?hsLang=en) - [Portfolio](https://rachelpradhan.com/portfolio-of-freelance-campaign-marketing-rachel-pradhan?hsLang=en) - [Services](https://rachelpradhan.com/full-funnel-marketing-hubspot-automation-services-rachel-pradhan?hsLang=en) - [About Me](https://rachelpradhan.com/about-rachel-pradhan-full-funnel-saas-marketer-workflow-builder?hsLang=en) - [Contact Me](https://rachelpradhan.com/contact-rachel-pradhan-b2b-saas-marketing-consultant?hsLang=en) [Contact Me](https://rachelpradhan.com/contact-rachel-pradhan-b2b-saas-marketing-consultant?hsLang=en) - [Home](https://rachelpradhan.com?hsLang=en) - [Portfolio](https://rachelpradhan.com/portfolio-of-freelance-campaign-marketing-rachel-pradhan?hsLang=en) - [Services](https://rachelpradhan.com/full-funnel-marketing-hubspot-automation-services-rachel-pradhan?hsLang=en) - [About Me](https://rachelpradhan.com/about-rachel-pradhan-full-funnel-saas-marketer-workflow-builder?hsLang=en) - [Contact Me](https://rachelpradhan.com/contact-rachel-pradhan-b2b-saas-marketing-consultant?hsLang=en) [Contact Me](https://rachelpradhan.com/contact-rachel-pradhan-b2b-saas-marketing-consultant?hsLang=en) # General Insulation Company (GIC) & Loadsmart ## LTL Brokerage + TMS Case Study Campaign For Pipeline **[![GIC Case Study](https://rachelpradhan.com/hs-fs/hubfs/Website/GIC%20Case%20Study.png?width=400&height=298&name=GIC%20Case%20Study.png)](https://blog.loadsmart.com/hubfs/How%20General%20Insulation%20Company%20Quickly%20Achieved%2018%25%20LTL%20Savings.pdf)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.   #### Goals for the Marketing Campaign ### Cross-Service & Product Success Highlight the combined impact of LTL brokerage and TMS platform ### Account Management Showcase cross-department success (sales, brokerage, customer success, product) ### Industry Specific Drive high-intent pipeline within the construction materials and manufacturing industries ### Lead-Gen Engine Build a repeatable campaign model using video → webinar → nurture → pipeline ## 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](https://markets.businessinsider.com/news/stocks/general-insulation-company-achieves-18-ltl-savings-with-loadsmart-1033392478) amplifying GIC’s LTL + TMS results These assets reinforced the message and provided fresh creative for marketing and sales alike. Multiple [trade publications](https://www.ajot.com/news/general-insulation-company-achieves-18-ltl-savings-with-loadsmart)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 #### ![GIC image 1 with content and results](https://rachelpradhan.com/hs-fs/hubfs/Website/GIC%20image%201%20with%20content%20and%20results.png?width=287&height=409&name=GIC%20image%201%20with%20content%20and%20results.png)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. ## Ready to Scale *Without* Burning Out Your Team? 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