Client Overview

EZtoTrack is a fully automated, no-touch roll-off container tracking system built for the waste management industry. The platform eliminates the need for manual data entry, scanning, or phone calls—providing a seamless, error-free experience for fleet operators. Designed specifically for waste haulers, EZtoTrack improves operational efficiency and helps companies stay on schedule despite the industry’s complexity and equipment wear-and-tear.

The Challenge

For years, EZtoTrack relied on offline, relationship-based sales—primarily closing deals at industry trade events and conferences. But as digital channels began reshaping how businesses find and vet solutions, that strategy became less reliable.

The company needed a new approach to consistently reach potential clients in the U.S. waste management market. The challenge wasn’t just about generating leads—it was about identifying the right mix of channels, delivering value upfront, and modernizing the customer acquisition strategy.

EZtoTrack approached Solveo to help uncover and validate untapped digital opportunities for growth.

Our Approach

We designed an omni-channel strategy built around reaching fleet operators where they already spent their time—while offering value before attempting to sell.

The strategy was divided into two key streams:

1. Community Engagement & Content-Led Value
   We joined active Facebook groups and LinkedIn communities focused on fleet operations and waste management. Instead of direct pitching, we shared practical insights, answered questions, and positioned EZtoTrack as a helpful resource. To drive further engagement, we published a comprehensive Waste Management Industry Report based on interviews and surveys with over 100 U.S. waste management professionals. The report covered recent trends, pain points, and digital adoption in the industry—and became a central lead magnet in our outreach.
   
   
2. Targeted LinkedIn Outreach
   Using LinkedIn Sales Navigator, we built custom lead lists focused on decision-makers within waste hauling companies across the U.S. These outreach sequences used insights from the industry report to spark conversations, offer value, and qualify interest before introducing the product.
   
   

Across both efforts, we tracked conversations, collected objections and feedback, and continually refined messaging to improve targeting and conversion.

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Outcomes

• Generated 28 high-quality leads within the first two months
  
  
• Created and distributed a 100+ company industry report as a lead magnet
  
  
• Built a repeatable LinkedIn outreach system targeting U.S. fleet operators
  
  
• Significantly increased social engagement in waste management communities
  
  
• Helped EZtoTrack improve customer acquisition during the COVID-19 pandemic by replacing event-based sales with a digital-first approach
  
  

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