Earlier this week, I was fortunate enough to participate in the annual Transportation Marketing & Communications Association's (TMCA) conference and marketing expo in Jacksonville Florida. The TMCA's aim is to "provide knowledge, connections, recognition, and solutions to marketing professionals in all market segments of transportation." From my brief exposure to this dynamic group, I am confident that they are fulfilling this mission, with the event providing various sessions and topics that mix a good dose of marketing basics with unique challenges of their industry. Sessions such as "The Marketing Value of Corporate Responsibility to Crisis Communications" add new meaning to PR, while the key challenges of all marketers- generating qualified leads, still played a key role at the event.
In a session spearheaded by Pete Stiles, vice president of marketing and strategy, LeanLogistics (www.leanlogistics.com), lead management best practices were discussed, but with a twist. LeanLogistics has refined the method of utilizing their own internally driven thought leadership content to be nexus of their marketing campaigns. Like many industries, selling products or services based on feature/function is the norm. Companies focus on "can we check the boxes?" rather than providing concepts and ideas that help their prospects or customers really solve problems.
For LeanLogistics, marrying thought leadership whitepapers and Webinars with automated lead management technology allowed them to dramatically increase both the size of their permission-based marketing database (i.e. in-house prospect list went from 4,000 to more than 18,000 in two years!) as well as drive great return on their marketing investments. Now the point that really hit home was that this was done with only one person working on lead generation. Talk about a Rock Star!
If you are in the transportation industry, I encourage you to consider joining the TMCA. It is another great place to gain marketing insights and tactics to help our organizations, and ourselves, succeed in this dynamic industry.