Nov 4, 2019
[01:01] Tell us a little bit about you and your
- My company is Logistics Marketing Advisors. I started it in
2004 and we’re located in Connecticut.
- We help logistics businesses improve their marketing to drive
revenue and profits.
- I’m born and raised in New York and got my master’s degree at
- In the late 80s and early 90s, I worked for a large advertising
and public relations agency. One of our clients was a logistics
company, and they hired me away to run their marketing.
[03:59] Let’s talk a little bit about the problems we
see in this space when it comes to sales. What’s the first problem
you want to talk about?
- I think the way companies buy today is very different from how
they bought twenty years ago, and I really don’t think the
logistics industry has evolved with that.
- There’s so much information out there that wasn’t available
before about how to solve certain problems and what providers can
- Buyers are probably 70% or more through the sales process
before they talk to a salesperson.
- The solution is getting found by prospects you don’t know.
- If somebody does a Google search, perhaps you want them to be
directed to a relevant article on your website.
- Marketing is a game of hide-and-seek in reverse, but some
executives think about it the wrong way.
[08:27] Tell us another problem that’s
- Companies are asking salespeople to fill their own pipeline, as
well as to work and close deals.
- If lead generation today is more about getting found, it
requires more of a marketing skill set.
- A lot of logistics companies confuse what you have to do to get
people to find you versus what you have to do to get people to buy
- Once you get found, it’s up to the salesperson.
- When you ask a salesperson to generate their own leads in this
day and age, that means being marketing savvy. To them, that’s
foreign. They just know to pick up the phone and make calls.
[14:40] Tell us about another problem you see out
- Logistics companies that I talk to want to move to lead
generation before they nail the strategy. It’s really all about the
- A lot of logistics companies look and sound the same. That’s
the kiss of death in an environment where decision makers are
bombarded every day.
- A non-differentiated message just contributes to the noise
- Nailing your position, understanding what your niche is, and
trying to speak directly to the people who align best with that
niche is what you must do.
- Even the biggest brands in the world recognize that it’s better
to have a big chunk of part of the market than to try to get the
[20:42] Talk about another problem that you see out
- Getting budget support for marketing is always really hard.
It’s viewed as an expense, not an investment.
- Companies that have marketing are their own worst enemy because
they’re not measuring the ROI.
- For a boss wondering if he should spend more money on marketing
or hire a salesperson, it’s easier for him to see the ROI on the
- If you have the right CRM, you can do a pretty good analysis of
what percentage of business is emanating from marketing.
- There’s always a sense that marketing investments will pay off
[25:17] What’s another problem you see out
- I do research every couple of years where I go out and ask a
whole bunch of buyers of logistics how they buy, where they go to
get their information, and what frustrates them the most about the
- The number-one complaint is that people reach out to them and
offer a solution with no understanding of their industry or
- “I don’t want to feel like I’m the twenty-third person on the
call list” perfectly summarizes the attitude.
- You can make twenty phone calls in half an hour, but if you do
the right research, you can probably make two or three that are
[31:27] Give us a summary of this topic.
- Marketing is your best salesperson. That really says it
- It’s more about getting found; not the provider finding the
shipper. They’ll find you, but you have to make it easy.
[32:20] What are you doing at Logistics Marketing
- Mid-market companies are our sweet spot. We come in and become
their marketing department.
- We’re helping them with strategy and every aspect down to
- We provide data that they can use to hold us accountable and
see what kind of return they are getting over time.
Jim’s email address: firstname.lastname@example.org
Jim Bierfeldt LinkedIn profile: https://www.linkedin.com/in/jimbierfeldt/
Logistics Marketing Advisors: https://www.logisticsmarketing.com/