LOGISTICS MARKETING BLOG

Marketo published some interesting data recently about marketing ROI and the lead acquisition tactics that are most likely to result in a sales opportunity.

I just returned from the excellent Transportation Sales and Marketing Conference in Ft. Lauderdale. One of the major themes on the minds of attendees was using technology to manage the marketing and sales process.

Too few logistics businesses practice “outside-in marketing.” Instead, they focus their marketing on the services and key features they (and 500 other companies) offer. That’s a great strategy if your marketing goal is to blend in and go unnoticed.

This week’s logistics sales tip: change your approach from “selling” to pure, selfless, ask-nothing-in-return “helping.” You’ll build stronger, longer-lasting relationships with prospects, get more referrals and, ultimately, close more business.

The biggest obstacle to winning logistics sales opportunities is not your 3PL competitor, it’s your prospect’s fear of change. The dreaded status quo.

Content has become the centerpiece of many logistics marketing programs. The downside of that for logistics marketers is that creating good content takes a whole lot of time.

“These leads suck!”

3PL businesses are not marketing driven and the role of marketing in logistics is not well defined. At least that’s been my experience having worked with close to 75 3PLs large and small.

Learn How to Get & Keep Logistics Buyers' Attention

As someone who markets and sells logistics services, imagine the value of gaining insights into the selling process from the logistics buyers themselves. Insights like:

Coming home from a recent business trip, I was waiting on my flight back to Connecticut and stopped to get some food to take on the plane. My thinking: I’d be travelling through dinner and wouldn’t get home until around 8:30 pm, when it was too late to eat, so why not grab a bite now (Yes, I ate again when I got home).