Every couple of years, Logistics Marketing Advisors does a survey of professionals who make or influence purchasing decisions on logistics products or services. This year, we surveyed 100 buyers online and then followed up with direct interviews with 10 of these respondents to dig a little deeper.
“GDPR.” You’ve likely seen those four letters pop up in your news feed and inbox quite a bit recently. Those letters are short for General Data Protection Regulation – a law created by the European Union (EU) to give its citizens the ability to protect their personal data and online privacy. It went into effect Read the Full Article
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?”
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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. Read the Full Article
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… Read the Full Article
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 Read the Full Article
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. Read the Full Article