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Case Study · Information Technology & Services · Six Months of Sustained Outbound
Site 20/20 is a connected hardware, IoT, and SaaS company: its Guardian SmartFlagger, the industry’s first smart Automated Flagger Assistance Device, is delivered as a connected, subscription-based system to traffic control and road construction companies whose buyers live in the field, not the inbox. Six months of LevelUp outbound put 240 qualified meetings on their calendar, at a pace of 40 per month.
Industry: Information Technology & Services • Channels: Cold Calling, Email, LinkedIn
Campaign Snapshot
Six-month outbound campaign for a connected hardware, IoT, and SaaS company, focused on reaching traffic control and road construction buyers in the field.
Timeframe
Conversations
Dials
In short: Site 20/20, the connected hardware, IoT, and SaaS company behind the Guardian SmartFlagger and smart work zone platform, sells into a niche, field-based market: traffic control and road construction companies across North America. LevelUp Leads ran six months of sustained, cold calling-led outbound that produced 77,135 dials, 5,166 connects, 1,895 real conversations, and 240 qualified meetings, with 36.68% of connects becoming conversations.
Site 20/20 sells a new category of connected technology, smart Automated Flagger Assistance Devices paired with a software platform, into an industry that works outdoors. The buyers, owners and operations managers at traffic control and road construction companies, spend their days on job sites and in trucks. They rarely answer marketing emails, they are not searching for a category they do not know exists, and they do not sit in any single clean database. Reaching them takes a system built for the field.
A new technology category, buyers spread across North American job sites, and no scalable way to put the Guardian SmartFlagger in front of them consistently.
Sustained, phone-led outbound at 40 meetings per month: 1,895 decision-maker conversations and 240 qualified demos booked for the sales team.
Traffic control companies and road construction contractors do not sit in one list. We synced eight data providers and layered research to find the owners and operations managers who actually decide on work zone equipment.
Smart AFADs are an education sale. Scripts spoke the industry’s language, flagger labor shortages, worker safety, work zone efficiency, so a cold call became a conversation worth having. 36.68% of connects turned into real conversations.
One good month is a spike; six is a system. A managed LevelUp appointment setting team kept daily volume steady and refined lists and scripts continuously, averaging 40 booked meetings every month.
Every figure below comes from the live campaign dashboard Site 20/20 sees in real time: dials, connects, conversations, recordings, and booked meetings.
| Metric | Result | Context |
|---|---|---|
| Meetings booked | 240 | 237 from cold calling, 3 from email and LinkedIn |
| Monthly pace | 40 | Average qualified meetings per month, sustained for six months |
| Total dials | 77,135 | Consistent daily calling volume across a niche TAM |
| Connects | 5,166 | 6.70% dial-to-connect rate |
| Conversations | 1,895 | 36.68% of connects became real conversations |
| Conversation-to-meeting rate | 12.51% | 237 cold-call meetings from 1,895 conversations |
| Category | Smart AFAD | Education-heavy sale of a new technology category |
Meetings booked
240
237 from cold calling, 3 from email and LinkedIn
Monthly pace
40
Average qualified meetings per month, sustained for six months
Total dials
77,135
Consistent daily calling volume across a niche TAM
Connects
5,166
6.70% dial-to-connect rate
Conversations
1,895
36.68% of connects became real conversations
Conversation-to-meeting rate
12.51%
237 cold-call meetings from 1,895 conversations
Category
Smart AFAD
Education-heavy sale of a new technology category
Yes, better than almost any industry we call into. Cold calling booked 237 of the 240 meetings in this campaign, and 36.68% of connects became real conversations, the strongest conversation rate across our portfolio. Traffic control and construction buyers live on their phones because their work lives in the field. See how we run it for construction companies.
Yes, and outbound is often the best channel for it. New categories like smart AFADs are education sales: buyers are not searching for a solution they do not know exists. A live conversation lets a trained SDR explain the category, qualify the fit, and book the demo. 237 cold-call meetings here prove the model.
You are selling hardware, software, and a subscription at once, often to buyers outside tech. Connected hardware and IoT companies pitch a physical product, a platform, and a recurring model in one conversation, frequently into field industries that generic SaaS marketing never reaches. That combination rewards live conversations over inbound waiting. See our dedicated IoT and connected devices lead generation program, and the same system running across software and SaaS and the field industries IoT companies sell into, like construction.
