How we helped TruckFly (Michelin) to acquire the right B2B processes to be able to make x3 on its acquisition

TruckFlick is a Michelin startup. This community mobile application allows truck drivers to easily find stopping points: gas stations, truck restaurants, car parks or even car wash stations.

The company used the services of Growth Room for our offer Growth Outbound.

Our mission for TruckFl : put in place a good structure and the right processes to allow teams to accelerate and reach their goals quickly.

A collaboration that is both operational and formative: the objective is also to make the Truckfly teams independent, by training them on the tools and by giving them a Growth mindset.

“I enjoyed Growth Room's 360 vision and ROI. Agencies are often single-tasked and do not go any further strategically. I found the approach interesting; the experts got their hands dirty, they know the value chain. That is the strength of Growth Room.”

Grégoire Rosay, CEO of TruckflYk

Result:

“In just one month, we were able to claim more establishments than in one quarter.”

Grégoire Rosay, CEO of TruckflYk

Here is what we did.

Note: for reasons of confidentiality, some data has been omitted.

Structuring

Initially, we undertook a major structuring phase in order to lay the right foundations.

• CRM

We carried out an audit of the current TrucKfly databases (customers, prospects, leads), we “cleaned” them and then imported them into the Pipedrive CRM, which was newly created and configured. At the same time, the teams were trained so that they could use it optimally and be autonomous in CRM management.

• Analytics tools

Another step in this structuring: the verification of analytics and marketing tools to track all the necessary data such as Google Tag Manager, Google Analytics, Google Ads, Facebook Pixel, Facebook Pixel, LinkedIn Insight Tag.

• Marketing Automation

Finally, we carried out an audit of the current onboarding workflows, wrote a sequence of onboarding emails for the POIs that we then configured and implemented on the new dedicated tool.

Claim/activation

After the structuring, it is time for the claim and activation of establishments.

Objectives: encourage as many restaurants as possible to claim themselves on the platform (claim), then to buy a pro pack allowing them to increase their visibility on the app and therefore among truck drivers (activation).

For these two objectives, we have set up the same processes.

Scraping and enrichment

First step: scraping all competing directories in order to find restaurants not referenced on the TruckFly application. The data collected was cleaned and then enriched to obtain as much information as possible on the establishments (telephone number, address, geolocation, etc.).

At the same time, we defined the strategic accounts for TruckTruck (ABM or Account Based Marketing strategy). The goal: to focus on prospects with high conversion potential. We developed a list of accounts by sector of activity and then scraped and enriched business data.

Cold emailing

We set up and configured Lemlist to send the first campaigns.

• Setting up the TruckLog domain (SPF, DMARC, Custom Domain Tracking),

• “Heating” of the domain and email addresses

• Integration between Lemlist and Pipedrive to keep the history of exchanges

The teams were trained in the use of the tool and supported in writing cold emailing schedules.

Tests and experiments were carried out on more than 10 campaigns.

Some of our results:

• Around 800 leads contacted for the sale of the pro pack

• 70% opening on average

• x3 on their volume of hot leads

Postal letters

Since the restaurant sector may not be very receptive to emails, we have also turned to sending postal mail.

A demand campaign and an activation campaign have been launched.

In total, more than 2,000 postal letters were sent in 4 months.

Cold Calling

At the same time, the sales team carried out cold calls, in particular on the strategic accounts of TruckTruck.

Balance sheet and results

After 6 months of support, we allowed the teams to structure themselves and to put in addition a good Outbound acquisition stack.

All these actions allowed Truckfly to quickly exceed its goals. As indicated above, the teams were able to claim as many establishments in one month as in a quarter usually.

Truckfly can now refine processes little by little and duplicate them for other categories of establishments: service stations, car washes, hotels, car parks, transport companies, etc.

We are going to keep all the methods put in place over the last few months.

Grégoire Rosay - CEO of TruckTruck

Next recommended step: bet on Ads

• Create and test retargeting ads, especially on Google Display and social networks (Paid Social Media)
• Develop custom audiences from POI databases, in order to nurture them to better sell pro packs.

If you also want to benefit from Growth Outbound support, do not hesitate to contact us at welcome@growthroom.co

You can also find our other case studies on the Growth Outbound offer:

• On Progressive Recruitment: How we helped Progressive Recruitment drive 120% growth
• On Signitic: How we helped Signitic to structure itself and triple its turnover