We're excited to share one of our recent Social Selling case studies: $1.25M in closed deals, 400%+ ROI, 215 leads, and 3,977 target contacts. These results stem from 7 months of ongoing LinkedIn Social Selling for Harbinger, a US-based startup focused on building commercial electric vehicles.

Harbinger, founded in 2021, launched production in 2024 and faced the challenge of scaling its sales to fleet operators, a market accustomed to diesel vehicles for the past 30 years. Dmitry Suvorov, Senior Marketing Manager at Harbinger, joined as the company’s first marketer and kickstarted the Social Selling project with ModumUp.

The project targets two segments across the US and Canadian markets: fleet operators in government, utilities, food and beverage, retail, and leasing and rental companies. The goal was to engage VP-level decision-makers, fleet directors, operations leaders, and mid-level fleet managers. We manage the LinkedIn profiles of several Harbinger representatives to build a strong digital presence.

A core element of Social Selling is content. The most successful posts were personal, featuring team members sharing why they left the diesel industry to join an EV startup, real photos from customer visits and field events, and honest perspectives on the commercial EV market. Over the first seven months, 22 posts went viral, achieving a view rate above 100%. The top-performing posts reached 55,000+ views and 350+ reactions. One post was even selected by an industry LinkedIn Newsletter as one of the most relevant pieces in the segment without any outreach or promotion from our side.

Dmitry shared his thoughts: "By the time you reach out through your profile, the prospect already knows who you are and what you build. Cold email can’t do that."

Another key aspect of Social Selling is lead generation. We engaged with decision-makers at fleet-operating companies. The highest response rates came from US states with active fleet electrification funding, where prospects were already familiar with Harbinger's content in their feed. As a result, outreach didn't feel cold. For prospects not yet at a decision stage, the goal was to set up demo deployments where Harbinger delivered vehicles to a fleet depot for up to a month of hands-on trial. This level of commitment requires trust, and LinkedIn helps build it.

After 7 months, the results were impressive:

- 3,977 target contacts attracted to managed profiles
- 22 viral posts, with top posts reaching 55,000+ views and 350+ reactions
- 158 Marketing Qualified Leads (MQLs): shared contacts, requested presentations
- 57 Sales Qualified Leads (SQLs): scheduled calls and meetings, with multiple vehicle demo deployments ongoing
- 2 enterprise deals closed, totaling $1.25M, yielding a 400%+ ROI on the Social Selling campaign

Additionally, there is an ongoing opportunity valued at over $1M.