Toyota Material Handling France: 521 leads and €2.8M in pipeline in one quarter

Toyota Material Handling France, the French arm of the material handling and logistics equipment manufacturer, generated 521 leads and 320 MQLs in the first quarter of 2026, representing €2.8 million in sales pipeline, with a LinkedIn Ads cost per lead held at €71. These results come from a setup deployed by Growth Room since August 2025, combining paid acquisition (Google Ads, LinkedIn Ads, Bing Ads), account based marketing and marketing automation on HubSpot.

About Toyota Material Handling France

Toyota Material Handling France designs, distributes and services material handling and logistics equipment: forklifts, warehouse equipment, maintenance services and a used equipment fleet. Its customers are manufacturers, logistics operators and large accounts, with long sales cycles and several decision makers per deal.

In this market, competition is well established and buyers compare. The challenge is not generating volume, but identifying the right companies at the right moment, and keeping track of every interaction through to signature.

The starting point

The company had two projects to run in parallel. First, clean up its CRM foundations: an incomplete HubSpot database, dormant contacts, and marketing and sales data that was not unified. Second, deploy an omnichannel digital acquisition engine able to generate qualified leads at scale and strengthen its position against competitors.

Doing one without the other made no sense: without a reliable CRM, there is no way to know which leads turn into deals, and therefore no way to steer acquisition on anything other than volume.

Growth Ads: rebuilding paid acquisition

Taking back control of the Google Ads account

We restructured the Google Ads account in a granular way, across both Search and Performance Max, to separate intents, isolate product ranges and make trade-offs readable. The e-commerce and used equipment channel, until then untouched in paid, was activated as an acquisition line in its own right.

LinkedIn Ads and Bing Ads for B2B

On LinkedIn Ads, we promoted the company's own content rather than generic advertising messages: Document Ads and Video Ads, addressed by job role and by industry. Bing Ads completes the coverage on professional queries where traffic remains less competitive.

Steering on CPL and SQL

Every campaign is steered on cost per lead and on SQLs, not on clicks. That is what makes it possible to cut what fills the CRM without producing deals, and to scale what generates pipeline.

ABM: addressing strategic accounts by name

Alongside paid, we mapped the key accounts: large construction and infrastructure groups, defence sector accounts, and multi-site companies. For each one, the personas to reach were identified, from logistics management to procurement.

Each account receives a multichannel sequence, email and LinkedIn, personalised by persona. Buying signals, such as a new site opening, a logistics hire or a visit to a product page, trigger outreach at the moment it makes sense.

Marketing automation: putting the HubSpot database to work

The CRM was first cleaned, then automatically enriched from company registration numbers, which makes it possible to segment the database on reliable criteria: size, industry, location. The dormant database, unused until then, became usable again.

We then deployed hybrid nurturing scenarios: contextual follow-ups based on behaviour, re-engagement of disqualified leads that become relevant again later, and scoring so that sales reps handle the most advanced contacts first.

Results

• 521 leads and 320 MQLs generated in the first quarter of 2026.
• €2.8 million in sales pipeline from those leads over the quarter.
• €71 cost per lead on LinkedIn Ads, a controlled level for industrial B2B with a long sales cycle.

The engagement has been running since August 2025, with the same approach: clean CRM data, campaigns steered on what they actually return, and dedicated treatment for high-stakes accounts.

Looking to generate qualified B2B leads?

Growth Room launches and runs your LinkedIn Ads campaigns, targeted by job function and company, with MQL and SQL tracking. To find out more, discover our LinkedIn Ads agency.