How a fast-growing 3PL converted trade-show sequences and a ground-up AI-tool campaign into $38.4M of measurable, compounding pipeline in months.
The company invested in major industry trade shows but had no systematic way to turn booth conversations and registrant lists into tracked opportunities. Its proprietary AI logistics tool was a real differentiator, but had no campaign behind it. And because marketing and sales activity lived in separate worlds, leadership could not see which efforts were influencing revenue, and MQL reporting did not reconcile cleanly across the funnel.
Leadership needed marketing and sales rebuilt around a single, measurable funnel: a clean revenue-operations foundation, campaigns tied directly to reporting, and trade-show follow-through that turned conversations into opportunities, all visible from first touch through closed-won.
LeadCoverage stood up the system and then stacked demand on top of it across four moves.
Implemented and configured HubSpot as the system of record, building lifecycle stages, funnel reporting, and MQL definitions that gave leadership a clean, shared view from first touch through closed-won.
For each major event, a national food-shippers conference, a major material-handling show, and a defense logistics symposium, we built targeted multi-touch sales sequences that turned attendee lists into tracked opportunities at 40-54% engagement, well above the 20-30% benchmark.
The client had a strong AI tool but no demand engine behind it. We created the campaign end to end: positioning, messaging, a large-scale nurture program, and content, reaching 67,550 contacts at a 97% delivery rate and a 14.87% CTR, roughly 3x the industry benchmark, engaging 208 accounts.
Vertical campaigns for warehousing, automotive, and food and beverage, plus earned media around strategic partnerships, an executive award program, an analyst briefing, and an ongoing automotive SEO program, all feeding the same funnel.
HubSpot stood up with clean lifecycle stages, funnel reporting, and MQL definitions, giving leadership one shared view of the funnel for the first time.
Targeted sales sequences deployed for each major show at 40-54% engagement, converting attendee conversations into ~$26.66M in influenced pipeline.
Built and launched from scratch: 67,550 contacts reached at a 97% delivery rate, a 14.87% CTR (~3x the 3-5% benchmark), and ~$11.75M in influenced pipeline across 208 engaged accounts.
Vertical campaigns, PR, analyst relations, and SEO layered on top, building a full funnel of 279 marketing-qualified accounts and 64 sales-qualified accounts, with 35 new qualified accounts added week over week.
