100 Meetings Across Construction, Utilities, and Government — Outbound for Underground Infrastructure Mapping

ProStar is the company behind Pointman, a GPS-based platform for underground infrastructure mapping that serves construction companies, utilities and energy providers, municipalities, and government agencies. The product helps organizations precisely locate, map, and manage buried assets — a critical capability for preventing costly and dangerous dig strikes. ProStar's buyers span an unusually wide and technical range of personas: Directors of Construction, Civil Engineers, GIS Specialists, Pipeline Integrity Managers, Utility Managers, Public Works Directors, City Engineers, and VP-level technology and operations leaders. Sellerate was introduced to ProStar through a member of the company's board of directors who knew and trusted the team.

ProStar's market is fragmented across three distinct verticals — construction & engineering, utilities & energy, and municipalities & government — each with different buying personas, different language, and different decision-making processes. A message that resonates with a GIS Director at a utility company won't work on a Public Works Director at a municipality. Building an outbound motion that could cover this range required not just volume but campaign architecture — segmented targeting, vertical-specific messaging, and continuous refinement. As a ~50-person company, ProStar didn't have the internal bandwidth to build and run this at scale.

Sellerate embedded two SDRs into ProStar's team, operating inside HubSpot, Slack, and Microsoft Teams across the US market. Over the engagement, the team launched 44 campaigns across ProStar's three core verticals, contacting 12,020 leads and generating 31,893 total activities. The multi-channel outreach spanned LinkedIn, email, and phone — with 357 total responses converting into 100 scheduled meetings and 70 completed.

The POC phase demonstrated clear improvement trajectory: between July and August, positive response rates climbed from 37% to 44%, meetings rose from 10 to 17 in a single month, and quality improved while no-shows dropped significantly. This wasn't just volume scaling — it was the outbound engine getting smarter as campaign data accumulated and targeting sharpened.

Fragmented markets need campaign architecture, not a single playbook.

‍44 campaigns across three distinct verticals — each with tailored messaging, personas, and targeting — is what it takes to cover a market as diverse as underground infrastructure. A one-size-fits-all approach would have failed here.

Month-over-month improvement is the proof that the model learns.

‍Positive responses going from 37% to 44% and meetings nearly doubling in a single month isn't luck — it's what happens when campaign data feeds back into targeting and messaging refinement in real time.

Board-level confidence is a different kind of testimonial.

‍When a board member personally introduces a sales development partner and then writes the testimonial, it signals trust at a level that typical vendor relationships don't reach.