In this case study, we share how over 7 months of collaboration Social Selling agency ModumUp helped Harbinger close 2 enterprise deals worth $1.25M, achieve ~400% ROI on the Social Selling program, generate $1M+ in opportunities, 57 SQL (calls and meetings), 158 MQL (shared contact details, requested a presentation), and attract 3,977 target contacts to the managed LinkedIn profiles.

Harbinger builds commercial electric and hybrid vehicles in the medium-duty segment - last-mile delivery vehicles, recreational vehicles, and buses. Founded in 2021, the company completed its product development phase and launched production in 2024. At that point, the strategic focus shifted from building the product to selling it at scale, primarily to large enterprise clients - fleet operators, distributors, and leasing partners.

Dmitry Suvorov, Senior Marketing Manager, joined Harbinger in April 2024 as the company's first dedicated marketer. Coming from a background in B2B go-to-market at PwC, a UK ridehailing company, and an AI robotics startup, he recognized that the core enterprise audience - fleet directors and VP-level decision makers at large companies - could not be reached effectively through cold email alone. He brought the idea of Social Selling to the team and initiated the project with ModumUp. The agency managed the LinkedIn profiles of several Harbinger executives and managers, including vice presidents and managing directors.

With that context in place, the team defined who exactly to reach and began building the audience on the managed profiles.

The campaign targeted two distinct segments across the US and Canadian markets. The first was potential clients - companies that own and operate medium-duty fleets in industries such as government delivery, utilities, food and beverage manufacturing, and retail. The second was potential partners - leasing and rental companies for whom a partnership with Harbinger represented a clear mutual benefit.

Within each segment, the target contacts included fleet directors, VP-level decision makers, and operations leaders at medium to large enterprises, as well as fleet managers and directors of transportation at the middle management level.

Over seven months, 3,977 target contacts were attracted to the managed LinkedIn profiles across both segments.
Growing the audience was the foundation - content was what turned those connections into real conversations.

Content was central to building trust with an audience that has historically operated in a traditional, diesel-powered industry. The team developed two types of posts across the managed profiles: company news and product updates from Harbinger, and expert insights with personal storytelling from the profile owners themselves.

Harbinger's internal culture drove much of the reach on company news posts. Employees across the organization are active on LinkedIn and consistently supported content about the company with comments, reposts, and reactions - which meant product milestones, events, and industry announcements traveled further than most company-originated content typically does.

The strongest performing content, however, was personal. Posts in which Harbinger team members shared honest, first-person stories - why they left the diesel industry to join an EV startup, their direct perspective on where the commercial EV market stands today, real photos from customer visits and field events - consistently outperformed polished, educational, or product-focused posts. This content connected immediately with an audience of fleet professionals who understood firsthand the decisions being described.

Expert takes on the state of the EV transition also performed well, particularly when they addressed industry skepticism directly rather than side-stepping it. Posts that engaged honestly with objections drew the strongest comment threads - including responses from fleet directors and transportation decision makers sharing their own points of view. These interactions created natural entry points for private conversations.

Across all profiles, 22 posts went viral and reached a View Rate above 100%, spreading beyond the authors' immediate networks. The most successful post received 50,000+ views and 300 reactions (comments, likes, and reposts combined).

One post was featured in an industry-specific LinkedIn Newsletter without any outreach or promotion on the team's part - the newsletter editor selected it independently as one of the most relevant pieces in the field at that time, generating a significant second wave of visibility and engagement.

The visibility that content created set the stage for outreach in direct messages.

Lead generation outreach was focused on decision makers at fleet-operating companies - VP-level contacts, fleet directors, and operations leaders at medium to large enterprises. The highest response rates came from companies in US states with stricter vehicle emission standards, where federal and state funding programs for fleet electrification already exist - meaning demand was active rather than latent. Rather than targeting only the C-suite, the team also reached out to middle management - fleet managers, regional operations directors, and directors of transportation - who were willing to share contact information and connect the team with the right people higher up.

Because content had been building Harbinger's presence in the feed before any direct message was sent, prospects who received outreach typically already had context: they had seen the posts, formed an impression of the company, and had some sense of what Harbinger was building. This made the opening message far less cold than a standard outreach sequence.

Each sequence combined a direct proposal with follow-up messages providing useful supporting materials - information on state and federal incentive programs for commercial fleet electrification, product specifications, and examples of how similar fleet operators were approaching the transition. For prospects not yet at a decision stage, the goal was to establish a relationship and move toward a demo deployment, in which Harbinger delivers one or more vehicles to a prospect's depot for a hands-on trial of up to one month - a significant commitment that requires trust built in advance.

Networking outreach served a different objective: building longer-term relationships with stakeholders and industry professionals who influence the decision to electrify fleets, without an immediate sales agenda. This included fleet managers, logistics leaders, and adjacent roles across the industry. In the Canadian market, this approach was particularly productive, with a higher share of contacts willing to make introductions to the relevant decision makers.

In total, 158 MQL were generated - representatives of target companies who requested a product presentation, asked for detailed materials, or shared contact details for a direct conversation. 57 SQL resulted in scheduled calls and meetings with qualified prospects, with multiple vehicle demo deployments in progress at the time of writing. By the end of the 7-month period, Harbinger had closed 2 enterprise deals worth $1.25M, generated $1M+ in opportunities, and achieved ~400% ROI on the Social Selling program.

The collaboration is ongoing.