
Snapshot
Industry
Automotive
360 Leads' Services
Outbound Marketing & Direct Marketing
Target Market
Canada
TRAILER DEALERSHIP ADDS SALES LEAD GENERATION TO ITS MARKETING STRATEGY
Glasvan Great Dane operates its trailer, yard tractor, parts and services business across five locations in Southern Ontario, Canada. The company sells well-known truck and trailer brands including Great Dane, Autocar, Etnyre, Landoll and more.
The Situation
Glasvan was looking for additional means to increase its B2B sales with new customers. Glasvan covers an array of product applications including trailers, shunt tractors and used product; each of these have different buyer profiles and are in various industries. Glasvan is the most successful Great Dane operation in the world, having won countless industry awards for sales and service excellence.
Our Approach
Taking the necessary time to understand our clients’ business is always critical, and in this case, very much so due to the technical nature of the products. The aim was to secure in-person B2B sales meetings with qualified and interested parties.
The nuances between product categories and buyer requirements matter, particularly when building a sales lead generation campaign for a market-leader. Added to that, one segment of the campaign focused on acquiring quality used product for resale, which demanded a specific level of market intelligence.
Glasvan continually has the desire to grow. Given the size of their operating territory and the breadth of products and services, their sales force is not able to effectively identify all the sales opportunities available, with untapped potential going to one of a myriad of competitors. Glasvan establishes long-term relationships with its customers thanks to its world-class service model, which allows each new customer to provide significant lifetime value.
Campaign Planning
We set about our goal by planning the campaign based on our usual process. Key determinations included:
- Establishing target accounts/verticals/buyer profile, etc.
- Determining the lead generation channel strategy to support acquiring qualified sales leads (outbound marketing, outsourced SDR, direct marketing)
- Establishing a campaign insight to inform reasons for a B2B sales prospect to engage with Glasvan and inform the creative strategy for direct marketing lead generation
- Determining specific and quantifiable goals for qualified sales meetings
Campaign Implementation
A customized demand generation calling program, complete with two direct marketing campaigns, were implemented over months.
Fleet managers, fleet maintenance managers, equipment purchasing specialists and business owners requiring Glasvan’s products and services needed to meet with a Glasvan senior sales representative. And when these meetings happen, Glasvan always wins its fair share of business, whether now or in the future. The key was to secure in-person meetings with qualified and interested parties, by effectively taking the excellent dealership experience directly to the potential buyer.
A highly-targeted list was compiled and vetted based on select company profiles. The list was scrubbed against Glasvan’s large client base to ensure no duplication and a customized sales lead generation outbound calling program was implemented. Targets were parsed by vertical and applicability to specific Glasvan products, with script modifications made as needed. Direct marketing for shunt tractors and the acquisition of used equipment added an extra level of B2B marketing support to drive lead conversion rates.
Due to the highly technical nature of the product, taking the time to properly understand Glasvan’s business was critical. The script and objection development needed to be handled in a manner to ensure our 360 Leads sales lead generators assigned to the campaign could easily deliver against prospective customer expectations.
In-person sales meetings were secured with targeted companies during the campaign period; so many that the campaign was paused three times in order for the Glasvan sales force to keep up. New customers’ sales generated in excess of 6,000% ROI. The process also uncovered extensive market and sales opportunities previously untapped by Glasvan.

Send Sales Prospects a Trailer
A flat-packed trailer and shunt tractor were directed to prospects for a sales lead generation campaign directed to yard truck buyers. What’s more fun than putting together a cut-out toy?
What’s better than having your brand on someone’s desk? What’s better than a successful B2B lead generation campaign?
SIMPLY MORE SALES
with our range of sales lead generation services
Focus your sales team’s efforts on closing deals with more sales qualified leads.

Outsourced SDR Goes Beyond Expectations
B2B lead generation company, 360 Leads, drives new customer sales leads for a trailer dealership and they can’t keep up. Outsourced SDR appointment setting services generated B2B lead generation opportunities in markets they never considered.
Learn how we can help your business reach its B2B lead generation objectives.
RESULTS
- In-person B2B sales meetings were secured with countless targeted companies during the campaign periods, so many that Glasvan needed to suspend the campaign due to the volume.
- Product sales to new customers have generated in excess of 6,000% ROI, with more revenue and repeat business in the sales pipeline.
- The process uncovered extensive market opportunities previously untapped by Glasvan.
6000%
Return-on-Investment
4
Product Categories
3X
Campaign Paused to Catch Up
George Cobham Jr.
VP of Sales and Marketing, Glasvan Great Dane
“360 Leads gave us as many as four or five sales leads per day and bona fide prospects that we had not been able to get into in the past.”
