Category Archive for ‘marketing logistics’

Outside-In Marketing: Don’t Sell a Service, Solve a Problem

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…

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Practical Content Marketing Templates

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. Logistics business aren’t exactly known for keeping large marketing staffs, so it’s important that your content creation process is as efficient as possible. Following are a few

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These Leads Suck! Marketing’s Role in Lead Qualification

Content marketers need to own the lead qualification process. Whether Marketing delivers “likely candidates” or “sure-thing candidates,” either path requires more effort to identify the non-buyers, poor fits, and early-stage prospects. Learn about lead qualification strategies and methods, including qualifying leads in the middle of the sales funnel, and if Marketing is prepared to own the pre-qualification process.

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Strengthen the Role of Marketing Within Your Logistics Business: Become the Buyer Expert

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. Are there exceptions? Sure. But, by and large, the role of marketing is less strategic and marketing folk have less influence at the

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A definition of marketing for logistics

Marketing is becoming a more relevant role within logistics businesses, but the function is rarely a driving force for the company. Often the responsibility for marketing is given to the top sales executive because the chief executive believes sales strategy should drive marketing activities (a subject for another blog). That structure can work well, as

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Marketing Logistics Services: Heed Your “Parent” Voice

Conformity is a powerful force. Nowhere is it more powerful than middle school and high school. Parents know it and most of us have made the speech more than once. “Be yourself…Find your own voice…Celebrate your uniqueness… Don’t be a cookie-cutter kid…(fill in your own version)” Despite the speeches, conformity often wins. Why? Because being

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Simple and Clear at the Head of the Spear

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. Spears are probably the most commonly used weapon in history. (At least according to my unassailable source, Wikipedia). They tend to

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Create Your Marketing Dashboard Now

If you don’t have one, create a marketing dashboard for your company now. Like today. Certainly before the new year. It’s the document you would share each month with your CEO, and your sales lead, to provide an objective assessment of what business results are being achieved from the company’s marketing investments. It might looks

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How Big is Your Funnel?

I am an advocate of content marketing, which is basically creating useful information that addresses the challenges faced by your best prospects. The idea: more prospects will consume this helpful information (versus chest-thumping promotional content), thereby increasing the number of leads generated at the top of the marketing and sales funnel. But many of these

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Clueless in California…

So the other day, one of my clients gets a hit on their pay per click (PPC) campaign. It was from a company in California that wanted to sell this logistics company search marketing services. Yes, that’s right. This marketing company clicked on a PPC ad (requiring the company they were soliciting to PAY for

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