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A case study about how a civil drawing product company used TLM to increase their customer base in the initial months

About Client

Based out of Michigan in the U.S., this client developed an innovative SaaS product for civil drawing. They helped companies with mobile drawing and provided takeoff and estimation tools for professional contractors who are constantly on the road.

Civil drawing victory through email marketing

Business Problem

  • The founder of the company was very confident in the product and wanted to see more traction. At the time, their outreach efforts were exclusively focused on digital marketing, so they were looking for an outbound email marketing service to help supplement their outreach strategy.
  • Their product was unique, and they needed someone to run multiple campaigns targeting the same prospective company.

Our Plan

  • We understood the client’s requirements and proceeded to plan out activities on our end in order to maintain separate resources for data management so that the decision makers were segregated among the multiple campaigns. 
  • We planned for one dedicated and one shared team member for contact discovery and data management and a shared pool of resources for campaigning, lead identification, and exclusions. 
  • We started contact discovery by removing some specified civil engineering companies around Michigan and across the nation. We then segregated the prospect data based on roles at target companies (i.e., chief experience officer, middle management, and end-user level).
  • The next step was to plan the campaign. Our campaign design for this client was a little different than our standard approach as we used three unique templates for each target company. 
  • As a result, our lead identifier managed responses based on the specific template that the contact responded to. Leads were directed to different teams based on the template and their response. 
  • The exclusion team was instructed to remove a company if their CEO indicated that they were not interested in the client’s services.


  • We generated one or two leads per month during the first four months of our engagement, but the client was not satisfied. We proceeded to include more touchpoints, which led to more lead conversations scheduled with the client.
  • The multi-campaign was implemented, and they were soon happy with our services and the value they received given their budget.
  • We were able to generate an average of three leads per month for the client after the fourth month of our partnership.