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Drive In More Leads

    Picture of Bill Viau
    By Bill Viau in April, 2021 | 12 minute read

    Lead Management - Lead Generation - Lead Nurturing

    10 Ways HubSpot Supports Your Logistics Lead Nurturing Campaign

    The logistics industry is changing, and these ten HubSpot tools will position your company for success with modern, digital lead nurturing campaigns.


    Logistics companies operate in a competitive business-to-business space that’s in the midst of a major digital transformation.  Over the last 5-10 years, and with some delay compared to more consumer-facing markets, the logistics industry is starting to discover the benefits of pivoting towards logistics marketing to the internet.

    Wondering where to begin? Don’t sweat it: HubSpot is ready to help.

    Why Nurture Your Logistics Leads Online?

    McKinsey has found that Google search terms related to freight forwarders, ocean carriers, and other logistics and transportation companies exploded by 8-14% per year from 2014-2017, and the trend only continues. Like so many of us, logistics leads are now doing their research online. The industry has long been accustomed to networking and selling on the phone or in physical space (like trade shows and other events), but the attraction, nurturing, and conversion of logistics customers now takes place largely on the web.

    Nonetheless, the McKinsey study also discovered that “only 6% of the largest ocean carriers and freight forwarders have end-to-end online booking capabilities.” It’s time to take website functionality, online lead nurturing campaigns, and high-converting, form-fillable landing pages more seriously.

    Any logistics lead generation strategy should include quality lead nurturing campaigns. You can offer leads value in the form of helpful content, delivered through robust and versatile tools like the HubSpot tools suite. Consider the impact that nurturing logistics leads can have on your bottom line:

    • 67% of buyers relied even more on web content to educate themselves in 2020 than they did in 2019. (DemandGen Report)
    • Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research)
    • Nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)
    • Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate (CSO Insights)
    • Companies that automate lead management see a 10% or more bump in revenue in 6-9 months (HubSpot)

    The evidence is clear—by utilizing logistics marketing tools and automation software to deploy your lead nurturing campaigns, you can reduce the costs of lead nurturing, build stronger relationships with your logistics leads, and rocket boost results.  But somehow, only 35% of B2B marketers have established a lead nurturing strategy and 60% of marketers give their current nurture programs a failing grade!

    Here are the top HubSpot tools that are waiting in the wings to swoop in and help.

    How HubSpot Supports Logistics Lead Nurturing Campaigns

    1. Stay Current With Every Lead

    Too many logistics, freight, and 3PL companies still leverage outdated paper-filing systems or rudimentary Excel spreadsheets to manage customer and prospect information. Instead, try organizing your logistics leads with HubSpot’s totally-free-forever customer relationship management system (CRM). Research from BuyerZone has shown that 91% of companies with more than 11 employees use a CRM, which means that this new standard is likely the most critical upgrade for remaining outliers. 

    For logistics businesses, a cloud-based CRM is an ideal solution.  Your employees will have full accessibility on the go, on any device. The convenient HubSpot system will allow your company to segment leads, track contact information, record data from conversations, and keep information consistent from the beginning to the end of the lead nurturing process.

    2. Engage With Your Prospects

    Customers across all industries have an increasing preference for rich, visual content. It’s never been easier to engage and nurture your logistics leads with highly personalized videos using tools like HubSpot’s full integration with the Vidyard video browser extension.

    Vidyard will allow you to screen record, voice record, or create a video of yourself that’s easy to send directly to your prospects—sort of like a video voicemail! Your recipient simply clicks a thumbnail in the message and it links them to an auto-generated landing page where they can watch it.  And it’s easy to track engagement (views, clicks), too, since it works through your CRM. 

    Source: Vidyard

    Zap quick video messages directly from your CRM or embed them in blog posts or landing pages for dynamic communication and nurturing content.  A short video is much more convenient than playing tag with meeting invitations or calendar schedules, and it can show warm leads exactly what they need to move closer to conversion. You might even consider building a collection of CTAs or forms that link directly to the videos, and curate a library of video content for future lead nurturing campaigns.

    3. Increase Website Traffic

    An active business blog gives a double-whammy to many inbound logistics marketing and lead nurturing strategies. Logistics businesses may wonder whether regularly penning bite-sized blog content could actually help attract, nurture, and convert leads...but the proof is everywhere that this is how to grow logistics business in today’s market. 

    For starters, B2B companies that blog 11+ times per month get nearly 3x the traffic of those blogging 0-1 times per month.  One global freight forwarder, Interlog USA, used to have just 50 website visitors per month and 1 inbound inquiry per quarter. After blogging 2-3 times per week for a year about industry-relevant topics, they were getting 13,500 visitors per month and 1-2 inbound inquiries per day.

    Those blogs will not only drive traffic, but prove invaluable for lead nurturing. As HubSpot explains, lead nurturing campaigns are all about “purposefully engaging your target audience by offering relevant information, supporting them in any way they need, and maintaining a sense of delight throughout every stage of the buyer’s journey.” Share those blogs with leads through email drip campaigns, where you can offer valuable free resources and foster interest in your company.

    Learn more about how to create and publish a blog post through HubSpot here!

    4. Be Where the New Business Is

    Social media is a critical supporting channel for nurturing your logistics leads, and HubSpot is no slouch when it comes to social automation and management. Learn to publish social posts through your HubSpot account so that you can easily automate your post schedule, track engagement metrics, and collect other valuable user behavior analytics. On top of this, you’ll be able to nurture logistics leads in a one-to-one manner by sending out social connection requests or sharing content through social platforms rather than email, wherever this may be more appropriate.

    Logistics ebook

    5. Deeper Insights Into What Closes Deals

    HubSpot handles so much more than customer relationships and social media management. Make sure to check out the full suite of HubSpot web page tools that you can use to browse templates, construct service pages, landing pages, and more to build out your logistics company website while maximizing SEO with HubSpot’s built-in recommendations.

    Also make sure that your landing pages are well-positioned for the final step of lead nurturing — conversion. Whether these are the first or the last pages your logistics leads are visiting, they must be both accessible and simple to understand so that the conversion process is as easy as possible. Include a prominent “contact us,” “call now,” or “book a meeting” button (or even a fillable contact info form) above the fold and keep top of page text brief and to the point.  Then, incorporate CTAs with links to landing pages wherever possible in your logistics lead nurturing content or email messages.

    6. Drive In More Leads

    Consider creating interactive quizzes through HubSpot’s integration with Typeform. Distribute access to the quizzes through blog posts, social media posts, direct connections, email, and more.  This is a creative and impactful method of capturing more logistics leads with HubSpot while also learning about the lead’s awareness of their problem (and your solution) for further lead nurturing. 

    Quiz results can feed directly into your HubSpot CRM so that whenever a lead submits their name or email address in the quiz, they’re automatically added to your contacts list in addition to any other responses that are matched to contact properties. Sort and segment the quiz-taker contacts by these properties for targeted nurturing based upon their answers, or filter down to just the specific audience you’re interested in pursuing further.  

    HubSpot also automatically adds tracking cookies to your Typeform quiz, so the system will know if someone comes to it via Facebook, an email, a Google search, a CTA link, or anywhere else. These insights can allow you to focus lead nurturing campaigns on the channels that are seeing the best results. Learn more about how to use and create Typeform quizzes here

    7. Engage With the Masses

    HubSpot can help you nurture leads through its user-friendly integration with GoToWebinar. Invite warm leads to a live video webinar in which you can walk them through your service offerings, run a Q&A session about logistics strategy, address client pain points, or provide other solution-based information. This makes for an attractive, high-value offering for mid-funnel and lower-funnel leads that will draw them much closer to conversion than bite-sized first touchpoint marketing content.

     

    Source: HubSpot

    Then, you can track who attended the webinar for further nurturing via email or other channels. Webinars are also high-value asynchronous content when you record them for distribution in future lead nurturing campaigns to distribute through blogs, web CTA buttons, social posts, landing pages, emails, and more.

    8. Know Who Is Most Likely To Book

    If you’re new to lead scoring, it’s essentially a method through which you rank a list of prospects by their perceived likelihood of converting or providing value to your organization. HubSpot’s robust marketing automation platform features lead scoring tools, which handle sophisticated lead scoring methods with customizable numeric values assigned to certain behaviors, such as web browsing activities, social interactions, or flagged conversion events. 

    Once the leads have been scored, you’ll have a better sense of which ones are ready to buy, which ones should be enrolled in a lead nurturing campaign, and which ones may not be a good fit. There’s no sense in wasting your team’s time chasing leads that are unlikely to close when automated scoring tools can weed them out and push more qualified leads to the top of the list. 

    9. Nurture Your Leads — At The Right Moment

    Email remains the single most scalable, cost-efficient, easily personalized, and effective channel through which you can attract and nurture logistics leads. In 2018, Campaign Monitor measured the ROI of email as a marketing channel at an impressive $44 for every $1 spent

    HubSpot’s marketing email tools are highly flexible.  Try crafting a logistics-focused email newsletter for monthly release to the subscribed contacts in your HubSpot CRM, and bulk up the subscribers with a CTA sign-up button in high-visibility places (such as the main page of your website). HubSpot has plenty of ideas for effective email newsletter templates that will help keep you top-of-mind with your audience, provide value through educational content, and slowly build a closer relationship with your brand. 

    10. Smarter Email Marketing

    HubSpot’s Workflows tool makes it easy to deploy segmented email workflows that can be set to trigger for a CRM contact in response to all sorts of events, such as (but not limited to):

    • Blog subscription
    • Contact form completion
    • eBook Download 
    • CTA click
    • Page view (or a return page visit)
    • Webinar enrollment

    Any one of these actions could signal that a lead is ready for the next step. Nurture them with targeted workflows that match their stage in your sales funnel. HubSpot offers a ton of great examples and tips on creating targeted workflows here.

    Leverage HubSpot Tools For Real Results

    This case study on field service and logistics optimization company LogiNext shows off what HubSpot can look like in practice.  After comparing solutions including Marketo, Intercom, WordStream, and LeadSquared, LogiNext was most impressed with the all-encompassing capabilities of HubSpot. They deployed HubSpot tools for logistics lead generation, lead nurturing campaigns, contact management, and many more digital logistics marketing activities, with incredible results. 

    • Lead qualification multiplied by a factor of four.
    • Their Net Promoter Score improved by 25%.
    • Automation reduced time spent on manual efforts by 70%.
    • In the first year, the company grew 150%.

    And after all of that, head of digital marketing Sharjeel Siddiqui shared these remarks: “We still feel we’re exploring only about 40% of what HubSpot has to offer and we’re very excited to see what the other features can do for us.” The potential for HubSpot to produce even more results is truly exciting. 

    As a platinum-certified HubSpot partner agency, Market Veep is also proud to vouch for the power of this versatile system.  You can get in touch with us to learn about the best features of the HubSpot platform or find answers to any lingering questions you have about HubSpot’s capabilities. Don’t hesitate to reach out!

    Logistics ebook

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