$344K in 15 Months: How TruSeal Stopped Waiting for Referrals

Market: Minneapolis, MN
Program length: 15 months
Decision-makers: Warehouse supervisors, facility directors, capital improvements managers
Channels: Phone, email, LinkedIn, direct mail
Company size: 11-50

TruSeal America closed at a high rate. Their sales team was experienced, their process was sharp, and when they reached the right buyer, they won the work. The gap sat upstream, in the pipeline feeding that team. It ran on referrals, which meant it ran on someone else’s timeline. When introductions came in, they closed them. When introductions slowed, they waited.

They knew exactly where the constraint lived: at the top of the funnel, in the volume and consistency of qualified opportunities reaching their sales team.

Abstrakt’s Outbound BDR program became the fix. Fifteen months later: 129 appointments booked, $344,440 in closed commercial revenue, and a pipeline that produces on a schedule TruSeal controls.

Getting in Front of the Right Buyers

The buyers Abstrakt’s SDRs target on TruSeal’s behalf are already in motion. Warehouse supervisors managing pothole damage across multiple locations are collecting bids. Capital improvements managers with a project list for the year have already identified the work. Facility directors with a line striping deadline are moving toward a decision.

Outbound works by finding demand that already exists and putting TruSeal in the conversation before the contract is awarded.

Forrester’s research on B2B buyers found that 68% already have a front-runner vendor in mind at the very start of the buying process, and that front-runner wins 80% of the time. The contractors who show up consistently through structured outbound are the ones who become that front-runner. The ones who wait for referrals arrive after the decision has already been made.

How the Program Works

Abstrakt runs four channels simultaneously: phone, email, LinkedIn, and direct mail, all coordinated around the same prospect list, the same messaging, and the same SDR team.

It starts with the list. The list isn’t pulled from a generic database. It’s built from Abstrakt’s real-time intelligence platform, more than 125 million continuously updated records, then manually validated for TruSeal’s market: verified decision-makers, accurate contact information, and intelligence on the facility types most likely to need commercial concrete and asphalt work across the Minneapolis area.

Then the channels work together. By the time a decision-maker picks up the phone, they may have already seen a direct mail piece, an email, and a LinkedIn message from the same program. Abstrakt’s SDRs have taken calls where the prospect answered already holding the mailer. That’s the omnichannel effect in practice: a buyer who recognizes the name before the conversation starts.

Behind that outreach runs a defined process. In the Qualify phase, Abstrakt confirms the decision-maker and gathers the detail that matters: facility information, current vendor, contract and renewal timing, and how buying decisions get made. In the Introduce phase, the SDR works to have the best possible conversation with that decision-maker, booking a meeting when there’s an opening and keeping the relationship warm when the timing isn’t right yet. Prospects who aren’t ready move into Nurture, a steady cadence of quarterly touches that keeps TruSeal top of mind until a buying window opens. Every booked meeting then runs through an Appointment-setting phase built to protect quality and show rates: lead qualification, calendar invites, reminders to both sides, and a post-appointment survey. A qualified appointment means one thing. The right company, the right person, who clearly agreed to meet.

That is the structured persistence a referral-dependent model can’t reproduce. When TruSeal’s introductions slowed, the work stopped. Here, it keeps running.

TruSeal’s program runs on the same outbound engine Abstrakt has proven across the vertical, more than 726,000 calls into the concrete and asphalt market over 41 months.

Three Deals That Show How It Works

The warehouse supervisor with multiple locations. Abstrakt’s SDR reached a warehouse supervisor actively collecting bids for pothole asphalt repair and patchwork across several locations. Active bid process. No preferred vendor. Multiple sites. TruSeal closed that contract for $276,000. One appointment with the right decision-maker at the right moment produced the majority of TruSeal’s total closed revenue in a single deal. That account surfaces through a program that stays in the market consistently enough to find it when the timing is right.

The facility director with a summer deadline. A facility director needed line striping completed before summer. Clear scope, defined timeline, authority to decide. TruSeal closed it for $25,000. Consistent mid-size wins like this one produce revenue every month, alongside the larger deals.

The capital improvements manager with more projects coming. A prospect responded to outreach through both email and phone, a direct signal of genuine interest, and confirmed they had a capital improvements manager with several projects planned across their facility. Concrete repair, removal, and installation. TruSeal closed an initial contract for $14,000, with additional work already in active discussion. A relationship with a capital improvements budget behind it opens the door to far more than the first contract.

What 15 Months Builds

$344,440 in closed revenue across 15 months. An average of $22,308 in new business per month, from a program that replaced a referral-dependent model with a structured pipeline TruSeal’s team can count on.

Same sales team, same process, now working a steady stream of qualified opportunities. What grew was the volume and quality of the deals in front of them, delivered on a schedule TruSeal controls.

TruSeal’s sales process closed the deals. Abstrakt kept the pipeline full enough to keep those deals coming.