2022 Trailblazer Award Winner
ELEVATOR PITCH:
Driving Revenue as a Leading Subject Matter Expert On the heels of a complete company rebrand in 2021 and two large acquisitions, TransImpact looked to kick off 2022 with the launch of a new SaaS product, Parcel Spend Intelligence (PSI), and the build-out of a new internal business development (BDR) team. The TransImpact marketing team developed and successfully executed a campaign strategy to support both initiatives while having two main objectives:
1 – Bringing awareness to the new PSI product and lead generation for the new BDR team by leveraging high-value content
2 – Continuing TransImpact’s position as a thought leader in the small parcel shipping space along with solution differentiation for its products
The entire campaign centered around the annual General Rate (GRI) Increase announcements by the two dominant small parcel carriers, FedEx and UPS. These regular announcements significantly impact every company shipping with the carriers from a cost and service standpoint, but they are always very hard to understand and leave businesses with a very murky view of how their shipping costs will be impacted in the upcoming year. These shippers are the exact audience the PSI solution is built for. TransImpact is uniquely positioned to provide data-driven insight into the increases and help companies of all types understand and quantify what the GRIs will mean to them. The strategy behind the campaign revolved around creating the best analysis of the fundamental and crucial market information that companies cannot access or create on their own. The marketing team then brought awareness to the content (the analysis) and derived site traffic and downloads (with lead capture) through email marketing, social media, and paid ads. This two-part campaign led to the TransImpact marketing team meeting both of its objectives.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
The tactics used in executing the campaign involved the full TransImpact marketing team and included:
• Research and interviews of TransImpact’s internal subject matter experts on the GRI and its impact on companies. This fully utilized the experts’ deep industry knowledge and 5-year success in forecasting.
• Writing and design of the analysis, including over a dozen supporting illustrations, and publication of the ebook (attached)
• Content distribution playbook for driving ebook downloads and website traffic to the new PSI product page that included social media, SEO, and paid ads
• Creation of a BDR playbook for lead followup
The campaign achieved the following results in Q1 2022:
• A campaign ROI of 176% compared to the company benchmark of 55%
• Total sales opportunities created / closed: 120 with 15 closed to date
• Total downloads: 252
• Email views: 4,701
• Incremental Revenue: $288,000
BLAZING A TRAIL!:
The campaign was an exceptional example of what cross-functional coordination across company stakeholders can achieve. The success of the campaign was driven by:
• TransImpact’s Operations department’s ability to offer small parcel industry expertise the market desperately needs
• TransImpact’s Marketing department’s ability to develop, present, and distribute the content to the right audience at the right time
• TransImpact’s Business Development team’s ability to close sales for a new solution the market
