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Home › Case Studies › Ammann
Case Study · Construction & Heavy Equipment · First Modern Outbound System
Ammann builds asphalt mixing plants, compaction equipment, and pavers, some of the largest-ticket capital equipment in road and infrastructure construction. For decades those deals came through dealer networks and handshakes. Their first modern outbound system, built and run by LevelUp, changed the math in month one.
Industry: Construction & Heavy Equipment • Channels: Cold Calling, Email, LinkedIn
Campaign Snapshot
Dedicated outbound program for heavy equipment sales, focused on reaching asphalt, paving, and infrastructure buyers outside Ammann’s existing dealer network.
closed
In short: Ammann, a global manufacturer of asphalt plants, compactors, and pavers, sold exclusively through its dealer network and face-to-face relationships, with no databases, no SDR experience, and decision-makers in a niche industrial TAM it could not reach. LevelUp Leads built their first modern outbound system, cold calling led. In the first month it produced 209 decision-maker conversations and 11 qualified meetings, and Ammann attributed $30M in closed business to opportunities created through this outbound campaign.
Like many industrial OEMs, Ammann won business through relationships built over decades with construction contractors, DOT contractors, and equipment dealers. That works until the network is fully mined. Beyond it sat a niche TAM of plant managers, operations directors, and procurement leads no one could identify, and internally there was no data, no playbook, and no sense that an SDR function was even possible for deals this size.
No outbound function, no prospect databases, no SDR experience, and decision-makers in a niche industrial market their dealer network could not reach.
Their first modern outbound system: 11 qualified meetings with net-new buyers, and $30M attributed within one month.
Heavy equipment buyers do not sit in any single database. We synced eight data providers and layered organizational research to identify the plant-level and headquarters buyers the dealer network had never touched.
Ammann had never run outbound. We built the full appointment setting function, ICP, scripts, cadences, trained callers, and management, on a proven playbook instead of trial and error.
5,530 dials produced 401 connects and 209 real conversations, with messaging that sounded operational and specific, never like generic SaaS outreach.
Outbound extended Ammann’s relationship-driven culture instead of replacing it, handing qualified, interested decision-makers to sellers who do the rest in person.
Every figure below comes from the live campaign dashboard Ammann sees in real time: dials, connects, conversations, recordings, and booked meetings.
| Metric | Result | Context |
|---|---|---|
| Qualified pipeline | $30M | Attributed by Ammann to opportunities from this campaign |
| Meetings booked | 11 | All from cold calling, all with net-new buyers |
| Total dials | 5,530 | Precision volume across a niche industrial TAM |
| Connects | 401 | 7.25% dial-to-connect rate |
| Conversations | 209 | 52.12% of connects became real conversations |
| Conversation-to-meeting rate | 5.26% | 11 meetings from 209 decision-maker conversations |
| Function built | 0 → live | Ammann's first modern outbound system, run by LevelUp |
Closed business
$30M
Attributed by Ammann to opportunities from this campaign
Meetings booked
11
All from cold calling, all with net-new buyers
Total dials
5,530
Precision volume across a niche industrial TAM
Connects
401
7.25% dial-to-connect rate7.25% dial-to-connect rate
Conversations
209
52.12% of connects became real conversations
Conversation-to-meeting rate
5.26%
11 meetings from 209 decision-maker conversations
Function builtFunction built
0 → live
Ammann’s first modern outbound system, run by LevelUp
Yes, and the economics are extraordinary. This campaign booked 11 qualified meetings for Ammann’s first outbound program, and $30M in heavy equipment business closed within one month. With capital equipment deal sizes, outbound does not need volume to transform revenue; it needs precision. See how we run it for industrial and manufacturing companies.
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Through targeted, account-based outbound aimed at the people who actually buy: plant managers, operations directors, procurement leads, construction contractors, DOT contractors, and equipment dealers. Ammann’s campaign combined multi-source decision-maker research with a trained SDR calling program, producing 209 decision-maker conversations and 11 qualified meetings in a niche TAM.
Data depth plus organizational mapping. Dealer relationships matter, but they only reach accounts the network already knows. We sync eight databases and research plant-level and headquarters roles to find net-new buyers. The proof is connect quality: 52.12% of connects became real decision-maker conversations, meaning the right people were on the list.
Yes. Outbound feeds the relationship motion, it does not replace it. Ammann’s sales culture was built on networks, handshakes, and face-to-face selling, and their first modern outbound system simply put new, qualified relationships in front of that machine: 209 conversations and 11 meetings with buyers outside their existing network, and $30M closed.
This engagement closed $30M within one month, from a standing start. No databases, no SDR experience, no modern outbound system on day one. Campaigns typically launch 7 to 10 business days after onboarding, and speed comes from building on a proven playbook instead of trial and error.
