Launch SEO-driven content marketing campaigns, including white papers and blogs focused on the company’s new strengths, such as lane density, reduced costs through scalability, and efficient use of drayage services.
Create email marketing sequences targeting key customer segments (e.g., shippers, brokers, 3PLs) who are likely to benefit from technology-enhanced transportation solutions like Soapbox and GV1.
Use Google Ads and LinkedIn advertising to target specific verticals (e.g., retail, automotive, food & beverage), focusing on how improved procurement and auto-assignment systems increase operational efficiency.
Cross-Selling Opportunities:
Identify potential for cross-selling between branches, particularly in areas like intermodal, LTL, and scalable service offerings.
Develop cross-selling playbooks to guide sales teams on how to introduce new service offerings to existing clients from other branches.
Coordinate with sales teams to align messaging around these offerings, focusing on lane density, buying power, and reducing friction in supply chains.
Sales Enablement and Tools:
Equip sales teams with cross-selling guides and playbooks that detail how to introduce the company’s new service offerings to existing clients across branches.
Create an internal intranet or knowledge base where sales teams can easily access customer success stories, case studies, and service comparison charts to use during client conversations.
Develop a CRM-based segmentation strategy to help identify cross-selling opportunities for customers using limited service lines. For example, target a customer using LTL for an upgrade to full truckload (FTL) where scalability allows.
Omnichannel Marketing Strategy:
Implement a targeted social media strategy focusing on LinkedIn, Twitter, and Facebook to promote success stories and educate prospects on the company’s new, combined capabilities.
Collaborate with industry influencers or publish thought leadership articles in logistics publications (e.g., Transport Topics, Logistics Management) to enhance visibility.
Host webinars and virtual events on topics like “Optimizing Lane Density with Scalable Solutions” or “Enhancing Supply Chain Efficiency with Drayage and Technology Integration,” inviting key industry decision-makers.
