The AI Email Use Case I Keep Coming Back To: Custom Truck One Source

Nicole Lesher

I work in customer marketing at 6sense, which means I spend a lot of time inside our customer stories. This is one I come back to when someone asks: "What does fast pipeline impact actually look like?" 

Five weeks. $6M. Here's how. 

The problem: Custom Truck One Source had between 45,000 and 60,000 unique website visitors every month — but a five-person lead gen team with a goal of 50 calls per day. There was no way to manually work that much demand. They'd been using 6sense intent data for three years to sharpen targeting, but needed more horsepower to act on it at scale. 

What they did: They launched four AI Email Agent campaigns simultaneously, each targeting a different motion: 

• Cross-selling — existing customers who might be ready for another vehicle 
• Post-event — contacts who visited their booth at equipment expositions 
• Closed-lost revival — accounts that didn't close after an extended period 
• High-intent conversion — accounts in the decision and purchase stage 

Their closed-lost revival campaign performs best — 66% of contacts open those emails. 

What happened in five weeks: 

• 132 qualified contacts 
• $6M in opportunity and pipeline 
• 738 hours of work saved 
• $1M in closed business 

Walker Smith, Manager of Sales Development at Custom Truck One Source: 

"The amount of work Email Agents do in a day would take someone on my team a week to do. It's like having five more SDRs working simultaneously. The way 6sense has helped us is almost not even quantifiable because it's made us more confident going into each conversation with customers." 

Worth reading if: You have high inbound traffic, a lean team, and a pipeline that isn't moving as fast as the demand signals suggest it should. Custom Truck didn't change their targeting strategy — they just added the capacity to act on it faster. 

Read the full story → 

Nicole Lesher

The four-campaign structure they built is something I find really replicable: cross-sell, post-event, closed-lost, high-intent. Has anyone else built something similar? Would love to see other variations on this.