Lead Generation is the Cure for Lost Revenue

Double down on lead generation

Here’s how to start.

Is this soft freight market the reason why some brokers/3PLs, SaaS companies and truckers are losing revenue in 2023? Even though rates are low and margins are shrinking, you don’t have to feel it in your bottom line. Not if you double down on lead generation efforts.

To do that, create a marketing strategy to attract and convert prospects into customers. To start, develop accurate buyer personas that will define optimum sales leads.

1. Determine the industry vertical(s) that are in your sweet spot/core competence – food and beverage, paper and wood products, CPG, retail, etc.

2. Which load type(s) work best for your carrier relationships – flats, dry vans, refrigerated, intermodal

3. Outline the geographic/lane coverage, and be specific

4. Is there a credit rating or some measure of financial strength?

Using the definitions above, create a fictional persona that describes your best prospects. For example: Perhaps Persona #1, let’s call him John, is the VP of Transportation Operations at a medium-sized shipper that distributes construction products. He needs a flatbed carrier that can run between Houston, Chicago and Philadelphia who has been in business for at least five years.

Now you have the definition and details you need to find those shippers manageably. And you’ve created a distinct path forward.

Continue to create other personas that will result in an aggressive lead generation strategy appropriate to the current market conditions.

Once you have 3-4 personas, you can place cold calls – or better still – write some valuable content that will resonate with them and drive them to your website for more information. Time and time again, inbound content marketing has been proven to be the best source of lead generation!