Category Archive for ‘marketing logistics’

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.

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.

Marketing is becoming a more relevant role within logistics businesses, but the function is rarely a driving force for the company.

Conformity is a powerful force. Nowhere is it more powerful than middle school and high school.

When I talk about brand positioning and marketing message strategy with logistics company clients, I sometimes use the metaphor of a spear.  You know, that pole with the dangerous, pointy thing at the end.

If you don’t have one, create a marketing dashboard for your company now.