How to Generate B2B Leads in the Logistics Industry
The logistics and supply chain industry have changed and so has lead generation.
Yesterday, logistics companies were in the driver’s seat. Today, the customer drives your business. And competition in the logistics industry is relentless.
Yesterday, marketing copy focused on features and benefits. Today, you need customer-oriented marketing copy and content. It must focus on your customers’ needs, challenges, and interests.
Yesterday, outbound marketing tactics were the staple of B2B lead generation. You published hard-copy ads in newspapers, industry publications, brochures, data sheets, and press releases. You also relied heavily on direct sales letters and might even have advertised on radio and TV. That was outbound marketing. This method of marketing was slow and costly.
The Best Way to Generate B2B Leads
Yesterday’s gone. Here’s what happens today.
Thanks to automation and the internet, you can leverage the benefits of inbound marketing to generate B2B leads. You can quickly get your marketing copy and content out to prospects with incredible speed. You can use your website, email, blog, social media, search engine optimization (SEO), and search engine marketing (SEM). Lots of tools at your disposal.
It’s easy to get overwhelmed with so many choices. It can be difficult to find the right mix that works for you. Also, inbound marketing is fast, but potentially costly, if not done right. Speed facilitates errors and can complicate matters
To generate high-quality B2B leads, you need a carefully-selected mix of tools and carefully-crafted marketing copy and collateral – outbound and inbound.
The best way to generate B2B leads is to leverage the best of outbound and inbound marketing. Integrating your outbound and inbound lead generation efforts helps maximize your marketing spend.
How to Generate High-quality B2B Leads
As already discussed, in today’s marketplace you must focus on two things in generating marketing collateral to boost your lead generation efforts.
- You must address potential customers’ business needs, challenges, and interests
- You must address potential customers’ human needs, challenges, and interests
When you tap into both of these, you’ll capture your prospects’ attention without fail.
As you know, B2B differs significantly from B2C. B2B has a multiple-step buying process. It includes multiple decision-makers/influencers. And they all have their own needs and interests. Besides that, B2B sales have a much longer sales cycle than B2C. It runs much longer because B2B products and services are costly.
Unlike B2C, your B2B copy must reflect these special requirements. To write professional and persuasive B2B copy and content, you need a B2B copywriter who understands these differences.
You need a copywriter who understands both the business needs and the associated human challenges. As you know, different decision-makers/influencers concern themselves with their respective departments’ unique challenges. Those include:
- How much does your product or service cost?
- How well will your product or service work?
- How long does it take to implement your solution?
- How much training time is involved?
Writing professional and persuasive copy and content entails tapping into both the business and human side of B2B sales. Again, to ensure your B2B copy doesn’t miss a step you need a seasoned B2B copywriter.
Working with a Professional B2B Copywriter
My name is Alex Milo, and I’m an “Industry Insider”. I know your industry. I know your business. And I know your customer. Most important – I can help you.
I speak “logistics” and that’s important in generating B2B leads. In the words of marketing guru, Seth Godin: “… words matter, and poor word use is just a red flag for someone who wants to ignore you”.
Before getting into my qualifications, here’s a question for your consideration.
Would you run your business without GPS, a Transportation Management System, a Warehouse Management System, or say, Electronic Data Interchange (EDI)?
It’s highly unlikely you would run your business without one of these critical tools. In fact, I’m sure you’d say no, flat-out.
Let’s take EDI as an example.
If you said yes, you’d run your business without EDI, and you would put yourself at a huge competitive disadvantage – unnecessarily.
Why would you pass on EDI’s benefits?
Employing EDI is a no-brainer in the logistics industry. It offers you accuracy, seamlessness, simplicity, and speed in communicating data and information.
Likewise, you’ll get the same benefits, when I communicate your data and information (the features and benefits) of your products and services.
When you work with me to write marketing communications for your products and services, you’d get similar benefits as you’d get with EDI. Here’s what you’ll get when you work with me.
- Accuracy: you’ll benefit from communicating your products and services in a clear, concise, compelling, and credible. That means you’ll get powerful, professional, and persuasive marketing copy and content that generates high-quality B2B leads.
- Seamlessness: you’ll barely notice I’m working in the background writing lead-generating copy and content because I don’t need any hand-holding.That means you’ll spend less time with me and more time running your business.
- Simplicity: my deep knowledge of the B2B industry helps me to simplify the explanation of complex products and services. That means you’ll get marketing copy and content that’s spot-on and grabs the attention of potential customers.
- Speed: my industry experience and expertise allow me to write marketing copy and content faster than a generalist. That means you’ll generate more B2B leads, more quickly.
Here are the qualifications that have prepared me to write B2B lead-generating marketing copy and content.
In today’s competitive world of logistics and supply chain management, you must communicate complex ideas, costly products, and services accurately, clearly, and effectively. That’s why selecting a B2B copywriter is important.
As an “Industry Insider”, I know your industry, your business, and your customer. When you work with me, you’ll get a professional B2B copywriter you can trust to generate B2B leads – effectively and efficiently.
Call me right now at 256-886-4684, or simply fill out the contact form to the right for a free, no-obligation conference call about your lead generation challenges and how I can help you.