1st Leading Logistics
1st Leading Logistics (1st LL) is a new division of parent company 1st Leading Cargo. 1st LL was created as a direct sales organization to feed customers and revenue into 1st Leading Cargo, which previously recieved 90% of its revenue through a co-op network that refers work to its members. The marketing goals are: company awareness, lead generation and new client acquisition.
The solution leveraged the following Penton assets and capabilities: website building, research, subscriber lists, content marketing, e-mail marketing and database management.
- The strategy was to present 1st LL as an industry thought leader and experienced logistics company. To accomplish this, Penton executed a market research study leveraging its Material Handling & Logistics brand franchise.
- Penton then executed a content marketing program using the research findings to generate leads.
- Through the marketing program, a logistics professional could choose to register and download the entire study, or choose to sign up for the 1st LL monthly e-newsletter which analyzes a couple of pieces of survey data each issue.
- Leads are captured in a database and sent to 1st LL weekly.