This conference was packed with information from various topics like branding, content creation, shipping economics, and much more. Attendees were also treated to illuminating panel discussions that zoomed in on specific aspects of the transportation industry. Having these specialized topics gave the group of sales and marketing professionals a more well-rounded perspective on what we are marketing.
Our Founder and CEO, Michelle LeBlanc, shared her knowledge and provided guidance as a presenter at the conference. She hosted a roundtable discussion, lead a casual conversation over coffee, and presented during a breakout session about short-form video strategy.
That's just scratching the surface of this engaging event. Take a look at our five top takeaways from TMSA Elevate from the drop & hook team's perspective:
"Everyone can use intent data," said Clara Flaherty, Co-Founder of CarrierSource. "But there's a fine line between creepy and magical."
With 94% of decision makers turning to online research when looking for new partners, intent data can help you reach the right people at the right time.
But what exactly is intent data? According to Clara, "intent data captures specific signals that reveal insights into your ideal customer's journey, showing not only when they’re researching but also their level of engagement with industry content, competitors they might be considering, where they are in the funnel, and more."
By using intent data in the transportation and logistics industry, marketers can pinpoint target accounts that are actively searching for new logistics partners, saving you time, money, and energy. Additionally, sales teams can prioritize high-intent shippers who are ready for personalized outreach. Even account managers and customer support teams can use intent data to identify when existing accounts are checking out your competitors. You can learn more about intent data here.
"Competitors aren't apples to apples for technology vendors anymore," said Madison Mobley, Strategic Partnership Lead of Let's Talk Supply Chain. "If it can be bought, they are a competitor because everyone has a finite budget."
Even though you may be able to identify your direct competitors, it's important to understand prospective customers' perspectives. For example, if you are a technology company, you may offer the best service on your niche, but your customer has a limited budget for technology. That means it's up to you to demonstrate the value in your product or service so the consumer feels more confident in allocating their funds towards you. If you want to hear more ideas on the modern marketer's playbook, you can listen to the Let's Talk Supply Chain Podcast.
"Sharing the ways you combat fraud on social media is actually a good thing," said Cassandra Gaines, Founder/CEO of Carrier Assure. "It shows that you're capable of tackling this issue."
Fraud is always a concern in the freight industry, and that's not going to change. When you're a victim of fraud, it may not feel like something you would want to advertise. However, showing some of the ways you are combatting fraud can actually give customers more confidence in your ability to deter fraud. Of course, you don't want to give away all of your secrets because bad faith individuals may try and break the system. That being said, transparency can go a long way to strengthen your brand and demonstrate your skills. Read the case study about how Cassandra and her team helped Andrew Smith, Senior Vice President of Circle Logistics, Inc. fight freight fraud.
Sometimes the best content comes from within. Marketers can leverage the stories of the individuals on the team that are on the front lines, so to speak. Authenticity is crucial to storytelling, and storytelling is crucial to branding. By chatting with people in other departments - sales, operations, safety, etc., marketers are able to spin the seemingly mundane into content gold.
For example, during the Sustainability Panel, IMC Logistics's Jennifer Shaffer, Vice President of Marketing & Public Relations, and Jim Gillis, Pacific Region President, discussed a unique opportunity. As regulations evolve, shipper demands shift, and public expectations rise, transportation and logistics companies are being challenged to adopt environmentally responsible practices without compromising efficiency or profitability. IMC added both electric and hydrogen-powered trucks to their fleet, which have been deployed in Southern California. Jim pushed for truck wraps on these vehicles so they would stand out amongst the other trucks on the road. Jennifer took that opportunity to market the units with their striking wraps on social media and their website. The team leveraged their sustainability initiatives into compelling brand narratives that built trust and drove customer loyalty. Their efforts were so successful, they were the recipients of the TMSA Trailblazer Award at the conference! Learn more about IMC Logistics's sustainability initiatives here.
During the economic panel, Dean Croke, Principal Analyst of DAT Solutions, Lee Klaskow, Senior Analyst of Bloomberg Intelligence, and Emily Clayton, Senior Economic Analyst of American Trucking Association gave their insights on the current economic state and how it affects the transportation industry as a whole.
Oftentimes we work in a narrow scope, forgetting to put everything into context. As is obvious by the past five years, the economy can change drastically without warning. While we can do our best to predict the outcomes of the market, there will always be a different pain point that the customer is facing. Whether it's owner operators dealing with operating costs or shippers managing supply chain disruptions, there's always unexpected issues that demand our attention. How can you prove your product and/or service valuable in economic uncertainty? Furthermore, it's important to follow the pendulum in the market. For example, during the height of the pandemic, carriers were in control of the market. Currently, the shippers are calling the shots. How does your marketing strategy flow with the economy? Find more economics and industry data here.
TMSA Elevate always exceeds our expectations, and we are armed with more knowledge to better serve our clients. We're excited to see everyone in Denver, Colorado next year for more collaboration and networking!