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Logistics Marketing Blog

Who Cares? Very Few.

You think your logistics business has a compelling value proposition and you try to get prospects to pay attention, but it’s hard. Very few care. You could try and get more people to care.  Think UPS. For years, they told the world “we love logistics,” which artfully begged the question, “Shouldn’t you, too?” But if Read the Full Article

Should Your Logistics Value Proposition Be Accurate or Memorable?

One popular and important marketing exercise is defining a logistics value proposition – your company’s “promise” to the market. You want it to be BOTH accurate and memorable, certainly.  But too many companies focus on the accurate part. They look in the mirror and describe what they see. The result is a stultifying barrage of Read the Full Article

Marketing Shortcuts and Other Oxymorons

Don’t rely on marketing shortcuts to grow your business. Instead, build a logistics marketing system for the long term.

If you are the P&L owner of a logistics business, the absolute wrong question to be asking about marketing is “How do we get leads fast?”

Instead, ask yourself: “How do we become known for those things we do best among the prospects most likely to buy our service?”
Read the Full Article

Marketing Measurement for Logistics: What to Show the Boss

Marketing is viewed by executives at logistics business as an expense, not an investment. To change this perception, marketing measurement must focus on sales results, not activities. Keep C-level reporting focused on sales with these four reports. Do that and you’ll be seen as buttoned-up, results-oriented, and personally accountable. Read the Full Article

Empathetic Marketing: An Interview with Brian Carroll

Recently I had a chance to do a Q&A with my colleague, Brian Carroll, consultant and author of Lead Generation for the Complex Sale. I have followed Brian’s B2B Lead Blog for years and was interested in his latest focus area, empathetic marketing. Here are the highlights of our discussion. Read the Full Article