The email may start out something like this: “XYZ Logistics has been identified as an innovative logistics provider that we would like to feature in an upcoming issue of INDUSTRY WORLD (I made up this name) – a magazine aimed at CEOs and senior operations executives…” The email is typically sent to the CEO of
When choosing a brand name for your logistics service, it may be more useful to understand what NOT to do. A recent trip a New York City gave me some good examples. I was in Brooklyn for a meeting and needed to travel across the East River to Lower Manhattan. My Brooklyn-based colleague cautioned against
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?”
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.
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.
It’s smart business to be aware of what your competition is doing. But be careful that the effort does not become a primary focus. If you have plans for a large-scale competitive analysis, here are some reasons to re-think how much time and resources you expend on the effort.
Marketers can gather tons of data, but CEOs want to know whether their investment in marketing is contributing to top-line growth and whether the results justify the marketing budget expense. Giving them these answers requires metrics that link marketing efforts with actual sales results.
Here are some of my favorite ways to demonstrate marketing’s bottom line return.