2023 Trailblazer Award Winner: Lead Generation Campaign 

ELEVATOR PITCH:

Ready to fully understand your company’s supply chain options for improved business performance? BlueGrace offers a six-step method to help your supply chain succeed, even during increasingly complex freight markets. 

With the Blueprint For Logistics Success campaign, the team at BlueGrace looked to bring together all levels of our customers from transactional/brokerage to Managed Logistics in one campaign. Utilizing new connectivity with the sales team and marketing, the campaign was sent to over 1300 internal sales leads utilizing digital and traditional marketing concepts. It was our most successful campaign to date, helping move leads through the sales funnel and engage otherwise stagnant prospects.

MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:

Objective 1 – Engage with ALL Sales Teams: For the first time, we were able to develop a campaign and messaging that could be utilized by all sales teams from transactional/brokerage to Managed Logistics. The Blueprint concept was developed in conjunction with sales team leaders and marketing with a strong emphasis on discussing valuable tools and software that is available to any customer of any size in our portfolio. 

Objective 2 - Salesforce Campaign and Hubspot Integration: We created a simplified method for our multiple sales teams to signup over 1300 leads to the campaign through Salesforce. Any sales rep could easily add leads to the campaign utilizing some custom API integrations between Salesforce and Hubspot. Not only did this connection alert salespeople of lead activity, but it also offered us enhanced tracking and reporting on the campaign which was never available before to the team. 

Objective 3 – Move existing leads through the sales funnel: The goal of any campaign is to increase gross profit and this campaign was no different. But because of the nature of some of the longer sales cycles, it is also important for us to track movement through the sales funnel. Our new Salesforce reporting allowed us to report on this activity. 

Digital Leads participating – 1232 

Direct Mail Leads participating - 190 

Activities for leads (email clicks, page views etc) - 2750 

New Leads Generated (social media, cold emails) – 616 

Landing Page Traffic – 3000K+ pageviews 

Time On Page - 1 Minute 

Funnel Upward Changes - 88 

Closed Won - 4

BLAZING A TRAIL!

For the first time, we were able to develop a campaign and messaging that could be utilized by all sales teams from transactional/brokerage to Managed Logistics. 

Some of what made it unique: 

• Full company participation 
• 3D Architecture Blueprint tube direct mailer 
• Motion Graphics for all social posts 
• Emails with GIFs 
• Multi-platform integrations for reporting and participation