How GrowthSpree Drove 28 SQLs & 15 Opportunities for LightMetrics with Targeted ABM
A dual-channel account-based program that engaged senior automotive and telematics decision-makers — and proved decisively which channel turns outreach into pipeline.
LightMetrics × GrowthSpree — At a Glance
- GrowthSpree generated 28 SQLs and 15 sales opportunities for LightMetrics from 869 contacts across 284 companies.
- LinkedIn outreach via Dripify delivered a 37.42% reply rate versus just 2.67% for email via Lemlist, settling the channel question decisively.
- LinkedIn produced 24 of the 28 SQLs and 13 of the 15 opportunities, so investment concentrated there.
- Senior decision-makers — Directors, VPs, and Founders — engaged most across automotive, telematics, and IT & Services.
- Telematics and IT & Services were the strongest industries for SQLs, while Transportation and Logistics needed message refinement.
The Mission
LightMetrics is an AI-powered platform providing real-time driver coaching and safety analytics for the automotive and telematics industries. It specializes in improving fleet safety with cutting-edge solutions, working closely with automotive OEMs, Tier-1 suppliers, and telematics service providers.
The Challenge
LightMetrics needed to engage key decision-makers across its target industries and generate high-quality sales opportunities — reaching senior, hard-to-access buyers, converting them into SQLs and opportunities, and finding the outreach channel that delivered the highest return.
Key Challenges Identified
Baseline: Where LightMetrics Started
| Spend / channels | Two channels were run head-to-head — LinkedIn (Dripify) and email (Lemlist) — because there was no prior read on which delivered better ROI. |
|---|---|
| CAC / cost model | Not a paid-media CAC — success was measured by SQLs and sales opportunities generated per outreach. |
| Conversion (SQL to opportunity) | Cold replies had to be nurtured into SQLs and then real opportunities; SQL-to-opportunity conversion was unproven at the start. |
| Targeting | A senior, niche ICP — decision-makers at automotive OEMs, Tier-1 suppliers, and telematics service providers. |
Our Strategy
We built a targeted account-based program aimed at top-level decision-makers in LightMetrics' core industries, and ran it across two channels — Dripify (LinkedIn) and Lemlist (email) — to settle the ROI question directly. Three objectives anchored the work: engage key accounts and generate SQLs, maximize SQL-to-opportunity conversion through follow-up and nurturing, and optimize platform performance.
The GrowthSpree Approach
GrowthSpree ran personalized outreach to senior decision-makers — Directors, VPs, and Founders — across the automotive, telematics, and IT & services sectors, organized into Sales and Management campaigns under dedicated account owners. We nurtured replies toward qualified conversations and tracked every stage from connection request to opportunity.
Crucially, we ran the same program across LinkedIn and email to let data decide where to invest. The verdict was clear: LinkedIn via Dripify produced the overwhelming majority of replies, SQLs, and opportunities — so investment concentrated there while email messaging was earmarked for refinement.
Strategy at a Glance
Targeting
Senior decision-makers — Directors, VPs, and Founders — across automotive, telematics, and IT & Services.
Channels
The same program run head-to-head on LinkedIn (Dripify) and email (Lemlist) to let data decide where to invest.
Campaigns
Organized into Sales and Management campaigns under dedicated account owners for focused, accountable outreach.
Tracking & nurture
Every stage tracked from connection request to opportunity, with follow-ups converting SQLs into pipeline.
How GrowthSpree Saved the Day
Decision-Maker Targeting
We focused on senior roles — Directors, VPs, and Founders — across automotive, telematics, and IT & services, the buyers with real authority over fleet-safety decisions.
Head-to-Head Channel Test
We ran LinkedIn (Dripify) and email (Lemlist) side by side and measured ROI per channel — letting performance, not assumption, decide where to invest.
Campaign-Level Nurture
Organized into Sales and Management campaigns under dedicated account owners, with follow-ups and nurturing engineered to convert SQLs into opportunities.
The Results
Reached
Generated
Created
Targeting top-level decision-makers across 284 companies, the program reached 869 contacts, earned 48 replies, generated 28 SQLs — a 9.86% interested rate — and created 15 sales opportunities, with LinkedIn (Dripify) driving the vast majority of pipeline.
The Business Impact
What the dual-channel ABM program delivered where it counts — pipeline, qualified demand, channel efficiency, and the channel verdict.
| Channel | Reply rate | SQLs | Opportunities |
|---|---|---|---|
| LinkedIn (Dripify) | 37.42% | 24 | 13 |
| Email (Lemlist) | 2.67% | 4 | 2 |
| Total | — | 28 | 15 |
| Function | Interested replies |
|---|---|
| Geotab Event | 12 |
| Product | 7 |
| Sales | 5 |
| Management | 4 |
| Total | 28 |
Performance Breakdown
From 869 contacts to 15 opportunities — and a clear verdict on channel, campaign, and audience.
Industry & Role Insights
Where the SQLs came from — and where the next gains are.
Highest-converting industries
Telematics and IT & Services were the dominant industries for SQLs, with decision-makers from Product Management and Sales showing significant interest.
Where to refine messaging
Transportation and Logistics drew more "Not Interested" replies — a signal that messaging and targeting for these sectors need tuning.
Roles that engaged most
Senior roles — Directors, VPs, and Founders — showed the highest engagement and were the key decision-makers in the targeted accounts.
The channel verdict
LinkedIn via Dripify delivered a 37.42% reply rate and the bulk of SQLs and opportunities, versus 2.67% on email — so investment concentrates on LinkedIn while email messaging is refined.
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