I was talking recently to my colleague Joe Lynch, who produces the Logistics of Logistics podcast. We got on the subject of marketing being a logistics company’s best sales person and Joe suggested “Let’s do a podcast on that.” So we did. Check out this recent episode of the Logistics of Logistics podcast.
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?”
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.
To measure marketing effectiveness, there are gobs of metrics you can, and should, use – leads, website traffic and conversions, social connections and engagement… the list goes on.
“These leads suck!”
If you want to know how to sell logistics services, the best people to ask are your potential customers.
When marketing supply chain services or products, how do you spend your time -- telling your story or getting others to tell it for you?
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