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Top 3 Marketing Trends in 2019 to Watch in Transportation and Logistics

About the Author: Brian Everett is the CEO of the Transportation Marketing & Sales Association, and Senior Partner with MindShare Strategies. He has 25+ years marketing, sales and association management experience in transportation and logistics.

Much of my time spent is learning what’s top-of-mind with sales, marketing and business leaders in transportation and logistics. In the last 18 months, three things have constantly remained on the top of the list: lead generation and business growth, retaining and growing customers, and talent acquisition and management. These priorities take center stage with a backdrop of challenges, ranging from freight capacity issues to the driver shortage.

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How to Assess ROI of Project Implementation

It’s now 2019 – and we’re now back from holiday breaks and assessing where to prioritize our time and resources. For many, budgets have now green lights and it’s “all hands on deck” to plan and implement the strategies that have been approved. However, it can be overwhelming to figure out where to start.

TMSA offers you an effective business tool we call the “ROI Estimator” to best assess the return on your investment – factoring in the ease and cost of implementation as well as the productivity return you’ll experience. If you routinely use this tool, you’re guaranteed to be able to make quicker decisions on which priorities to focus on based upon your budget, time and resources available, deadlines, and other important factors.

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What Shippers Need in 2019 – and How Sales & Marketing Should React

The 2019 Third-Party Logistics Study that recently was published shows that shippers and their 3PLs continue to increase more meaningful partnerships and are collaborating more closely to accomplish their supply chain goals. Both parties seem to have a much greater awareness of what they’re trying to accomplish as well as the ways in which the availability of data and the use of technology can help them progress.

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2018 In Review: Top Articles in Transportation Marketing & Sales

Learning from other marketing, sales, and business leaders is one of the most valuable ways to move your own business forward. The Transportation Marketing & Sales Association brings together market intelligence and thought leadership that's specific and unique to transportation and logistics through our TMSA Blog.

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9 KPIs to Track for Proper Transportation Management

By Adam Robinson, Marketing Manager at Cerasis, a third-party logistics company with a focus on technology and managed transportation services since 1997.

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Think Change is Hard? Try Unlearning Supply Chain Management

There were many sessions at the TMSA conference in June that made an impression on me, but the one on Unlearning Supply Chain Management by Adrian Gonzalez of TalkingLogistics.com, did that and more.

It was a bit of a mind bender. Did you ever see the episode of West Wing entitled “Cartographers for Social Equality” where the group of cartographers (i.e. map-makers) remove the “European bias” of the world map and propose a more “correct” depiction of earth?  

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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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Creating "Togetherness" To Drive Revenue Growth

Jeff Davis is founder of The Sales + Marketing Alignment Summit, an executive peer-to-peer event series that develops actionable insights for companies struggling to achieve alignment that drives revenue. He is a keynote speaker at the 2018 TMSA Logistics Marketing & Sales Conference.

In today’s business environment it is becoming more and more important to have strong alignment between Sales and Marketing. The Aberdeen Group’s research shows that companies that optimize the marketing/sales relationship grow revenue 32% faster. This is clear evidence that the dysfunctional and sometimes toxic relationship between these two functions can no longer exist if the organization is to succeed against the competition. Some may ask then why don’t we just appoint an executive, like a Chief Revenue Officer, and make them work together?

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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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How I Achieved Alignment With My VP of Sales

Jeff Davis is founder of The Sales + Marketing Alignment Summit, an executive peer-to-peer event series that develops actionable insights for companies struggling to achieve alignment that drives revenue. He is a keynote speaker at the 2018 TMSA Logistics Marketing & Sales Conference.

I've talked to many leaders about the need to align B2B Sales and Marketing. Through those exchange of ideas, I've learned a lot about where a majority of companies are in their journey toward alignment. Now that a significant amount of attention has been directed at alignment, we are starting to see more research that helps us better understand its impact on revenue. This evidence has given more leaders confidence in taking an alignment initiative between Sales and Marketing serious. However, two major challenges persists -(1) knowing what good looks like and (2) knowing how to get started. Because of this, I wanted to share my thoughts on how I would go about aligning with my sales counterpart.

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Framework for Success: Sales and Marketing Alignment

Jeff Davis is founder of The Sales + Marketing Alignment Summit, an executive peer-to-peer event series that develops actionable insights for companies struggling to achieve alignment that drives revenue. He is a keynote speaker at the 2018 TMSA Logistics Marketing & Sales Conference.

I think that most B2B leaders across industries would agree that Sales and Marketing Alignment is a necessary transformation that needs to happen. This is a historical relationship that has suffered for many reasons. As more and more focus and information starts to be generated about this alignment, my fear is that executives will lose sight of what is important - the shiny object syndrome. Thus, it is my intent to help drive for clarity while using the great research and insights we get from industry experts. We can have all the greatest insights, research, and thought-leadership, however, if we can't make it actionable for today's leaders then it becomes useless. We need to focus on creating a framework for success.

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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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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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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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Tips for a New Transportation Sales Rep and Manager

By Dan Goodwill, President, Dan Goodwill & Associates, Inc.

Five years ago, I posted a blog that was derived from a LinkedIn Sales Management Group. A range of people responded to the question, “What advice would you give a new salesperson?” To that list, I added my own observations.

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Maximize Value in the Short-Term for Long-Term Gains

By David Roush, president KSM Transport Advisors. This article originally appeared on ttnews.com.

Recent company mergers and initial public offerings have brought the value of trucking companies to the forefront. 

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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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The Age-Old Marketing Challenge: Do More with Less

Now that you have a new marketing budget, in many cases the challenge remains: You may not have more budget to accomplish what you did last year, yet expectations for more tangible business results have increased.

In fact, according to the 2017 TMSA Sales & Marketing Study, less than 50% saw increases in their marketing budgets last year. (Download an Executive Summary). It’ll be interesting to see if there are any emerging trends or shifts when it comes to budgets in in 2018.

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The New Art & Science of Marketing: Buyer Personas

Part 2 of a 3-Part Series: Recap of the TMSA Connections Seminar in Kansas City. Nearly 30 marketing and sales professionals in transportation and logistics registered to attend the TMSA Connections Seminar, held last month at YRC Worldwide headquarters in Kansas City. One of the topics the group focused on was how to develop buyer personas to ultimately understand your target market. 

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7 Reasons Budget Meetings Aren't Strategic

Just by the nature of the subject and process, budget meetings aren’t typically strategic. These 10 reasons all contribute to making the process non-strategic and sometimes even counter-intuitive to being directly tied to the business strategy:

1. Perhaps one of the biggest issues is that budget meetings oftentimes are not integrated with the processes of strategic planning and business strategy. To add to the problem, meetings that are focused primarily on budget-setting solve for numbers and do not solve for business results. Also the length of budget meetings isn’t matched to the strategic complexity or importance of the area.

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