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TMSA Conference Insights on Lead Management

During the 2018 TMSA Logistics Marketing & Sales Conference this week, attendees had their choice  of 20 topics that involved peer-to-peer discussion on opportunities, challenges and best practices involving those topics. One topic was on lead management. Jason Ickert, Vice President of Sales & Marketing, FLS Transportation Services facilitated discussions on this topic and shares a summary of what his peer group discussed:

Lead Generation can come from a multitude of sources. As we spoke about challenges and best practices in our Lead Management Interactive Discussion Roundtable, it became evident that to more easily manage and track a lead’s progress and conversion, one must be able to deploy technology that provides visibility.

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TMSA Conference Attendees Learn How to Align Marketing, Sales

Jeff Davis, Founder of jd2 Consulting Group, laid out a compelling argument for S&M alignment at the TMSA Logistics Marketing & Sales Conference this week.

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Are Your Privacy Policies Compliant with GDPR?

As a marketing, communications and sales professional in North American transportation and logistics, you likely manage the private information of your customer, prospects, workforces and/or key stakeholders. If so, the General Data Protection Regulation should stop you in your tracks.

Particularly if you’re managing relationships, data, and marketing activities involving targets in the European Union (EU).

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Empathetic-Based Listening: A Key in Strengthening Relationships

If you're going to have a successful business relationship with a customer, a team associate, or any other stakeholder for that matter, it's critical that you build credibility. This is particularly true in a business relationship. But surprisingly, only 13% of customers believe salespeople demonstrate understanding of their business challenges, according to Forrester Research’s Buyer Insight study.

You can overcome this obstacle through a concept called "Empathetic Listening," according to Eric Maddox, who used this technique while serving as an interrogator in support of operation Iraqi Freedom. Maddox's efforts were pivotal in achieving actionable intelligence from numerous detainees. During his time, Maddox created a unique methodology and technique for "Empathetic Listening" and used it to collect the intelligence which led to the exact location of Saddam Hussein – the Ace of Spades in the infamous Deck of Cards.

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1 Out of 3 Qualified Leads is Unacceptable

By Ian Addison, LinkedIn ABM. If you find this article interesting, Addison will be presenting a live TMSA webinar, "Real Account-Based Marketing Using LinkedIn," on June 1 at 11am Central. > Register Now

Before taking an Account Based Sales & Marketing approach, Schneider Logistics was seeing maybe 1 out of 5 leads engage successfully. In speaking with many other complex solution-sales companies, I am finding that has become a growing trend.

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Transportation Spot Market Inversion

By Adrian Gonzalez of "Talking Logistics," who was named recently as another well-known industry thought leader who will be speaking at the upcoming 2018 TMSA Logistics Marketing & Sales Conference June 10-12 near Fort Myers, Florida. Sign up to follow his blog at www.TalkingLogistics.com

Shippers today find themselves in a difficult and costly situation: their routing guides are often broken and they’re having to go to the spot market to cover their loads, which is costing more than they had budgeted. The great transportation spot market inversion has occurred. What does that mean for shippers? How should they respond? And what actions should they take longer term to prepare for whatever market conditions lie ahead?

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TMSA Member Spotlight: Port of Long Beach as an Economic Machine

A new member of TMSA, the Port of Long Beach is one of America’s premier seaports and a trailblazer in goods movement and environmental stewardship. Trade valued annually at more than U.S. $180 billion moves through Long Beach each year. More than 7.5 million container units were imported and exported in 2017 through the Port, making it the second-busiest seaport in the United States. Everything from clothing and shoes to toys, furniture and consumer electronics arrives at the Port before making its way to store shelves throughout the country. Specialized terminals also move petroleum, automobiles, cement, lumber, steel and other products.

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TMSA Explores State of the Canadian Transportation Industry

More than 40 sales, marketing and business professionals in transportation and logistics gathered April 6 at the Toronto Airport Marriott Hotel. Sponsored by the Marlik Group, this seminar highlighted facilitated discussions among attendees involving commercial freight transportation in Canada.

State of Canada’s Transportation Industry
Part of the discussion included context around the state of the commercial freight industry in North America, and how marketing and sales metrics are helping to drive productivity in the industry. Attendees expressed some concerns over potential changes in the North American Free Trade Agreement (NAFTA) and their impact on trade (and ultimately transportation and logistics activity) between companies in Canada and the United States. There’s also ongoing concern over tight trucking capacity and how to creatively address it to maximize productivity and profitability.

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TMSA Digital Marketers Conference Announced

The Transportation Marketing & Sales Association will host its first-ever TMSA Logistics Digital Marketers Conference. This two-day event will take place Oct. 15-16 in Chicago.

There's a significant trend of companies in the transportation and logistics industries to leverage digital marketing strategies to achieve business goals and revenue growth. In fact, 44 percent of marketing category spend is focused on customer acquisition and lead generation, according to the 2017 TMSA Sales & Marketing Metrics Study, with much of the budget being focused on content marketing, engagement via website and digital marketing, sales and marketing automation, and other related initiatives.

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How We Give Up Personal Info to Facebook and Related Apps, and What It Means to Marketers

It’s all the buzz in circles of marketers in transportation and logistics who leverage Facebook and other social media channels for their efforts. With Facebook under fire for allegedly improperly collecting and misusing the data of as many as 50 million users, it has prompted scrutiny from users and marketers alike.

Facebook’s CEO Mark Zuckerberg admitted publicly that this was a breach of trust between Facebook and the people who share their data with Facebook, and has made a pledge: “We need to fix that.”

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TMSA Expands Presence in Canada

As part of its member growth strategy in Canada set forth by the Transportation Marketing & Sales Association, TMSA is hosting a Connections Seminar at the Toronto Airport Marriott April 6. This seminar highlights facilitated discussions among marketing, communications, sales and business professionals in North American transportation and logistics. Connections seminars take place throughout the year in targeted cities where TMSA has a presence in members and prospects with the intention to advance TMSA's mission: To help its members and their companies to make sales, marketing and communications strategies more effective, productive and profitable. 

The seminar will provide context around the state of the commercial freight industry in North America, and how marketing and sales metrics are helping to drive productivity in the industry. There also will be discussion and content focused on how to leverage sales and marketing to generate business. In addition, marketing and sales best practices will be available for review from such leading companies as Bison Transport, Hub Group, TMW Systems, YRC Freight, Navis, and CSX.

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Video Content: 6 Tips to Maximize Your Investment

Developing video content doesn’t necessarily need to be costly – but it can be. Whether you’re going for “high-end” production quality or low-end practicality, intelligent transportation marketing professionals need to be smart in how they plan, produce, position, and promote their content to generate solid ROI. Here are tips from several TMSA members for ensuring your video investments are strategic, relevant, memorable, and purposeful.

1. Be intelligent with the process as well as the video product. Before you pick up your camera, consider the role video should play in telling your brand’s story, along with the steps required to produce, position and measure your content. Proactive planning will help you make smarter decisions about how to use, deploy, leverage and repurpose the video content you generate.

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Video Content: Top Uses In Transportation and Logistics

Video is rapidly gaining popularity as the most effective way to drive your marketing strategy. But it's important to know how you're wanting to use video in your overall strategy - and integrate it into your marketing in a thoughtful, relevant way. Many TMSA members are doing so, and we recognize them for their intelligent use of video.

There are several ways that video can be used in your marketing. Let's take a look at how a few transportation and logistics marketing companies (and TMSA members) are using video:

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Massive Rebranding Initiative Announced by Roadrunner and Ascent Global Logistics

Mergers, acquisitions, and business integrations - these are all strategic moves many players in transportation and logistics are incorporating into their own strategic direction. And with this comes the challenges and opportunities of either rebranding, enhancing an existing brand, or building an entirely new brand. A recent example involves Roadrunner Transportation Systems and Ascent Global Logistics, a TMSA member.

Last week, Roadrunner Transportation Systems made the exciting announcement of its business integration to enhance client solutions and scale for future growth. This integration involved five Ascent Global Logistics Operating Companies and Roadrunner Truckload Plus, all of which will be unified under the Ascent Global Logistics segment and brand.

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What It Takes To Be A Marketing Superhero



Do you know of someone in your professional network who has amazing superhuman marketing leadership powers? Then this person may be worthy to nominate for the 2018 TMSA Marketing Executive of the Year. Nominating someone is relatively easy, doesn’t require a lot of time in preparing the nomination, and there is no fee for a TMSA member to make the nomination. But the deadline is fast approaching (April 20) so make the nomination soon. 
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In the meantime, here are five key characteristics that are most common in marketing superheros.


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Until Sales & Marketing Have the Same Goal They'll Never Get Along

By Jeff Davis, Founder of The Sales and Marketing Alignment Summit and The Alignment Podcast. Davis will be the keynote speaker at the upcoming 2018 TMSA Logistics Marketing & Sales Conference, June 10-12 in Fort Myers, Florida. 

In my previous post about Sales and Marketing Alignment (S&MA) I discussed the results of an online survey I conducted to explore the reasons why there is a "disconnect" between Sales and Marketing in many companies. In addition, I discussed the financial performance impact S&MA has on the business. It's significant.

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The Amazon Effect, Technology Raises Customer Expectations

Last Thursday, TMSA held yet another Connections Seminar – this time in Jacksonville at Landstar’s corporate headquarters. One of the primary goals of the TMSA Connections Seminars is to drive conversations and sharing of ideas among those who attend. After all, you can learn the most from your peers. Here are some of the biggest take-aways shared among this regional group in the Jacksonville metro market.

What are the concerns and challenges you’re hearing from your customers/shippers?
“The Amazon Effect” seems to be raising expectations from shippers on such issues as supply chain visibility and performance, service levels, pressures to decrease costs, and guaranteed delivery. The group had consensus that technology is enabling much more visibility into processes and the state of operations/supply chains. But one attendee said that every time he’s asked what technology they have available, he asks this question: “If you had the technology, WHAT will you then do with the data?” He mentioned that while the expectations exists from shippers to have technology, reporting, and data visibility, they oftentimes don’t have a clear vision on how to leverage this. For providers, this could be another opportunity to add value to the relationship.

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Technology, Multi-channel, Driver Shortages: Top Discussions at TMSA Seminar

Last Friday, TMSA held yet another Connections Seminar – in Atlanta at the Technology Association of Georgia (TAG) building. While it was a smaller group than usual (20 individuals), the size of the group did not dwarf the relevance and impressiveness of discussions among marketing and sales professionals in transportation and logistics.

One of the primary goals of the TMSA Connections Seminars is to drive conversations and sharing of ideas among those who attend. After all, you can learn the most from your peers. Here are some of the biggest take-aways shared among this regional group in the Atlanta metro market: 

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Forget the Perfect Storm: This Looks Like A Full-Fledged Frankenstorm!

By Mike Regan, Chief of Relationship Development and Co-Founder of TranzAct Technologies, a company that helps shippers reduce their transportation spend while providing tools necessary to make better business decisions. Regan has spoken at several TMSA events in the past and is considered a "thought leader" in the industry.

Over the past four weeks, numerous transportation, logistics and supply chain professionals have contacted me and asked for something they can pass along to their C-Level executives to explain the Perfect Storm that has hit the trucking industry. One e-mail particularly affected me: “Mike, I need some help. Our freight numbers are awful and we’re experiencing some carrier issues that are affecting some very important customers. I’m concerned that since some of our “higher ups” don’t understand what is happening with freight, they will begin wondering whether we’re doing a good job. Help me help them understand the impact of the Perfect Storm.”

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SMC³ Elevates the Industry through Jump Start

How has SMC³ built its solid business and reputation as an industry leader? In part, through its two annual conferences, including Jump Start which takes place every January. Like many other companies, SMC³ uses events as a strategy to drive business and value to the industry. Here’s a highlight of its success in 2017, which earned a TMSA Compass Award last year. The SMC³ 2018 Jump Start Conference just concluded this week, and we’ve already been hearing good reviews! Visit www.SMC3.com for more details.

If you’ve been in the transportation industry for any amount of time, you’re likely aware of SMC³ - an industry leader that is a hub of expertise in the LTL arena. In fact, more than 5,000 North American supply chain companies rely its suite of products.

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