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What Makes You A Good Thought Leader? Ellen Voie Speaks

Perspectives from Thought Leaders: Ellen Voie, Founder and CEO of the Women In Trucking Association

TMSA introduces our “Perspectives from Thought Leaders” series, where visionaries in our industry share their ideas, perspectives and stories about the essence of thought leadership. This blog post is the second in this series brought to you exclusively by the Transportation Marketing and Sales Association.

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Best Practices and Epic Fails in CRM

By Ken Kish, Managing Director, the Marketing Alliance

I had the pleasure of facilitating an Interactive Roundtable Discussion on "Best Practices and Epic Fails in Customer Relationship Management (CRM) Systems" at the recent TMSA Marketing & Sales Leadership Conference. The conversation centered around best practices in CRM - and how to avoid landmines. Here are highlights from the discussion:

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Content Marketing Is Key To Unlocking Sales

By Cassidy Haley, Sales and Marketing Intern, MindShare Strategies, Inc.

Listening to Joe Pulizzi, author of Content Inc., at the TMSA conference in early June really resonated with me. As I listened to Joe, it became very clear to me that marketing and sales go hand in hand. As a recent graduate looking for a sales position, I am looking for all the insight I can on how to become a success in sales.

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Ways to Best Get and Keep Attention of Logistics Buyers

By Jim Bierfeldt, President, Logistics Marketing Advisors

A buyer of logistics services once told me “I get so many solicitations from logistics providers that I could spend half my time just responding to these inquiries.”

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9 Easy Steps to Launch a Thought Leadership Program

By Jill Schmieg, Founder and Chief Strategist, Sol de Naples Marketing

TMSA continues to bring you great ideas and perspectives on what it takes to get a Thought Leadership program off the ground in your organization. TMSA introduces our “Perspectives from Thought Leaders” series, where visionaries in our industry share their ideas, perspectives and stories about the essence of thought leadership. This blog post is the first in a Thought Leadership series brought to you exclusively by the Transportation Marketing and Sales Association.

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Common Discussions and Best Practices for Effective Websites

By Nelson Bruton, President, Interchanges

I had the pleasure of facilitating an Interactive Roundtable Discussion on "Website Best Practices" at the recent TMSA Marketing & Sales Leadership Conference. The conversation was about the things to take into consideration when building a new website or when trying to improve an existing website. Here are highlights from the discussion:

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Generating Meaningful Customer Feedback for Meaningful Action

At TMSA's recent Marketing & Sales Leadership Conference, participants representing such well known companies as Fedex, Saddle Creek Logistics, SupplyChainBrain, ODW Logistics and the American Logistics Aid Network gathered over lunch to discuss their company's use of customer feedback for meaningful action. The conversation was facilitated by Anne Miner, President of The Dunvegan Group who encouraged all participants to share their experiences and best practices.

Receiving customer feedback did not appear to be a problem; the challenge lies in capturing the information from a wide array of channels and organizing it in a useful way. Some participants were compiling information from their inbound call centers, sales teams, accounts receivable, social media posts as well as incoming email and web inquiries. In some cases, text analytics were being used to identify themes within the feedback.

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Empowering Your Sales Workforce

Empowering Your Sales Workforce

By Katlynn Goodsell, TMSA Marketing Intern
Out of all of the breakout sessions at the recent TMSA conference, this definitely wasn’t one to miss. The presenter, Chris Patterson of Jacksonville-based Interchanges, began his session by telling his personal story. He explained how, at a younger age, he "got a little lost," dropped out of school, and was stuck inside his own mind until his father took him to see a man by the name of Zig Zigler. Later in life, Zigler ended up mentoring him for a year in exchange for three hours of personal training per week. What an amazing opportunity for Chris! This man became a huge mentor to Chris, and because of him he decided to turn his life around and use his life to his full potential. 

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Brexit: A Marketer’s Response to Media Hype

By Tom Sullivan, CEO, Princeton Partners 

Don’t get me wrong; the British vote to leave the EU is a very big development which I will follow with interest.  I just don’t like the headlines and soundbites I hear from television commentators who hype up the impact and instill anxiety in a large proportion of their audience. Example Soundbite: Market reaction to Brexit caused the average U.S. retirement account to lose over $3,000 in one day.
 
My take: To the half of American adults who have little or no retirement savings, the factoid is mostly irrelevant.  To families who are investing in IRAs and 401Ks, this decline should enable them to attain higher long term returns as long as they continue to invest a portion of every paycheck and benefit from dollar cost averaging.  Market disruptions and recessions and market corrections come and go.  It is well documented that ignoring the short term noise and staying the course over time (decades) is the best strategy to building growth in retirement savings.
 
My Concern: The focus on negative news weighs on consumer confidence which is a key driver of economic growth. An alternative is to focus on the positives.  For instance, consumer credit, which is also a driver of economic growth, will be cheaper since interest rates will likely not rise in the next six months.  Debt can be more easily refinanced by consumers and businesses can leverage lower cost debt to invest in their future growth.
 
My Advice for Marketers: So how is a marketer to act in an economic environment where there is increased volatility, risk aversion and fear amplified by media? Here are four strategies marketers should be pursuing:
  • Product – Find ways to increase the real value of your products and services. You want to increase the value in the benefits/costs equation by enhancing benefits. Think about how automobile companies and dealers are capitalizing on continuously improving features and performance while reducing the total cost of leasing or ownership over time.
  •  Messaging – Help people to see and understand your value. First, you need to understand where your value is important, relevant and competitive. Once identified, bring that to the forefront of the consumers’ understanding.
  •  Tools – Develop decision-making tools to help consumers actually make decisions when you have their attention and engagement. Create a digital experience that makes research and evaluation easy and the decision to buy rewarding.
  •  Hypertargeting – This is the biggest opportunity for marketers today. Data-driven marketing, powered by big data and analytics, enables marketers to precisely target the prospects most likely to buy your product or service based on their personas, behaviors and interests.  Take advantage of the technologies that enable the personalization of messaging to individuals and the development of a dialogue with the brands you are responsible for.

Journey Mapping: Understanding 8 Phases of the Guest Experience to Accomplish Your Event Goals

By Brynn Everett, Marketing & Communications Project Manager, MindShare Strategies

Maritz Travel asks an important question in terms of events: “How can you create an experience that effectively captures the attention of your guests?” An event’s experience is key for guest engagement and delivering results. Without an exceptional and unique experience, attracting and retaining guests can be a struggle.

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Flashback: What Did You Miss At The TMSA Conference This Year?

"More ideas to strengthen my marketing than I ever imagined!"

"Collaborative idea sharing and peer networking that was incredible. Great value."

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Transportation 101: Better Understanding the Freight Industry

By Keaton Everett, Sales & Marketing Intern, MindShare Strategies

As a newcomer to the transportation industry, I recently attended the TMSA Marketing & Sales Leadership Conference in Fort Lauderdale, Fla. One session I attended was ideal, as it laid out the foundation for this industry. Most modes for transportation were covered: truck, rail/intermodal, and ocean.

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The Content Brand: The Future of Content Marketing

By Katlynn Goodsell, Marketing & Communication Intern, MindShare Strategies

Joe Pulizzi is the face of content marketing. He founded the Content Marketing Institute and has an intense amount of energy when speaking. He has a way of keeping you drawn and his words force you to listen. Pulizzi was the keynote speaker at TMSA’s Marketing & Sales Leadership Conference held in Fort Lauderdale this past week. His keynote speech was focused around how to build an audience with a content brand using six phases:

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Building A Relationship With Your Audience Through Valued Content

By Brynn Everett, Marketing & Communications Project Manager, MindShare Strategies

With today’s fragmented communication and marketing channels, and complete control resting in the hands of the consumer, companies are forced to rethink their go-to-market strategies. One key takeaway from Joe Pulizzi’s “The Content Brand,” is to focus on the relationship of the customer. Many companies treat content like advertising, not taking into consideration what the consumer actually wants and values. He says, “You must create value for your audience BEFORE you extract value.” Pulizzi argues to reverse the common strategy. Instead of pursing and bombarding leads, first build a relationship with your audience, and leads will follow.

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Why Is It Important To Recognize Marketing and Sales Executives?

By Brian Everett, CEO of the Transportation Marketing & Sales Association

TMSA is all about encouraging our members to be the best they can be. It's something we take serious and is part of our value proposition: TMSA helps its members and their companies to make sales, marketing and communications strategies more effective, productive, and profitable - and we do this, in part, through recognition. 

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Shorten the Sales Cycle: 6 Tips for Reaching Logistics Decision Makers

As a sales professional, you know how difficult it can be to reach decision makers. Maybe they’re too busy for a phone conversation or you’re just not targeting the right people. Whatever it may be, if you’re looking to shorten the sales cycle, you need to understand who your best buyers are in order to fuel your pipeline with new contacts.

Here are 6 tips to help you grow your sales pipeline with new contacts and shorten the sales cycle:

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3 Core Components to Powerful Content Marketing

By Kenneth Kowal, Founder, www.shipstarter.com

When it comes to using content marketing for your logistics company it should not be a matter of if, but how.

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Internet Marketing Lead Generation Ecosystem

This “Internet Marketing Lead Generation Ecosystem” infographic shows how various online marketing channels can work together to develop an integrated online lead generation campaign. This infographic can help you to:

  • Understand how multiple outlets of the Internet can be combined to create an impactful online lead generation campaign
  • Recognize problems in your campaign that can be costing you leads
  • Find new alternatives to revise and scale your current campaign

The top hexagons shows the various channels that can be used to bring traffic to your website. The middle section represents the reporting, contacting and lead validation process, which should be managed by more experienced Internet marketers. Lastly, shown at the bottom the leads gathered become a new customer. (Click image to view larger)

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3PLs and Logistics Service Providers—Is the Future Changing?

By Tom Craig, President of LTD Management, a supply chain and logistics consulting firm.

Reverse outsourcing. Cutting out the middle man. Not using the usual suspects. These are what shippers—retailers, manufacturers, and others—are doing. At the same time, 3PLs and logistics service providers (LSPs) are dealing with and competing in a commoditized industry where price is the key differentiator.

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Content Marketers: Your WHAT Doesn't Matter if Your WHY Is Lacking

By Joe Pulizzi, founder of the Content Marketing Institute

Joe Pulizzi will be the Opening Keynote Speaker at the upcoming TMSA Marketing & Sales Leadership Conference June 5-7 in Fort Lauderdale. He shares perspectives from one of his recent blogs here:

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