How to Market Logistics Services: New Research Provides Direct Advice from Buyers

Jim Bierfeldt

Jim Bierfeldt is the founder and chief strategist at Logistics Marketing Advisors, a marketing firm that helps logistics businesses define and communicate their value, and then translate that value into revenue.

Wouldn’t it be great if our prospects – the buyers of logistics products and services – told us the very best way to get and keep their attention?

Well, they kind of have.

Every two years, our firm has been asking these very questions and publishing the results in a report entitled, aptly, Marketing Logistics Services: How to Get, and Keep, the Attention of Buyers of Logistics Products & Services.

We recently finished our latest research on how to market logistics services. Read the 2020 report.

Here are answers to some of the questions we asked:

What is the focus of logistics executives during the COVID-19 pandemic?

It’s mostly around business continuity. That means they will be less focused on exploring new strategies that involve change and more focused on staying very close to existing providers and keeping supply lines flowing. For some companies, the pandemic has created particular problems and opportunities that require outside help, but most are delaying any major change initiatives.

What is the biggest frustration point among buyers of logistics products and services regarding communications from providers?

Hands down, it’s that marketing and selling messages are generic and don’t demonstrate any knowledge of the prospect’s industry or specific challenges. Some busy logistics executives actually feel disrespected by logistics marketers and sales people who don’t do their homework.

What is the best way to contact logistics buyers?

Emails are by far the preferred means of initial contact, but buyers hate that most are generic in nature. Most of the inboxes in America are filled with selling-oriented emails that don’t link a solution to the target buyer’s specific problem.

Where do prospects like to get their information?

The top information source for logistics buyers is word-of-mouth/referrals from colleagues and peers. They are bombarded with so much information, they rely more on what they consider more trusted sources.

Should I require a form completion before prospects can view my educational content?

Two-thirds of buyers surveyed said they would provide their contact information to download useful content. You’ll certainly get more eyeballs on “ungated” content. It comes down to how important those top-of-the-funnel leads are to your overall new business acquisition program.

Those are just a few insights from the report. Check out the full logistics buyer research report for more information on how to market logistics services – from the buyer’s perspective

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