TMSA Trailblazer Award: drop & hook

2022 Trailblazer Award Winner

ELEVATOR PITCH:

In a time period where most were challenged with supply chain crises, drop & hook helped TForce Logistics offer a trailblazing, thought leadership focused solution for e-commerce shippers. After drop & hook's successful brand awareness campaign for TForce Logistics called "Here We Grow Again" in the summer of 2021, drop & hook decided to re-engage and nurture existing leads from our new audience of logistics procurement professionals at e-commerce driven companies through a thought leadership campaign during Q4 2021. Our audience was experiencing sudden and/or unprecedented growth, and they knew that things had to change in 2022 in order to be sustainable. With a digital marketing campaign that included organic social media, LinkedIn ads, Google ads, and email marketing, we promoted an eBook that offered last-mile carriers tools for a self-assessment, tips for standing out and saving on costs, and practical strategies for e-commerce shippers. Once a lead signed up for the free resource, we enrolled them in a 4-email automated workflow via HubSpot. This campaign successfully nurtured existing, high-quality B2B leads. TForce Logistics was extremely satisfied with this highly targeted, trailblazing campaign that nurtured 91 existing, high-quality leads and brought on several new customers. With the campaign's success, it was decided to extend drop & hook's thought leadership campaign into 2022.

MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:

TForce Logistics employed drop & hook for help connecting with potential customers. We sold them on the idea of creating a digital marketing strategy based on each stage of the marketing funnel so that we could make informed decisions to improve a lead's experience as they moved through the funnel. This campaign successfully met our objective of nurturing existing leads. Throughout Q4, we nurtured 91 high quality B2B leads and earned 13 new first touch contacts. Our landing page earned 517 views, and 86 leads entered our email workflow. Together, our emails saw 144 unique opens with the impressive average open rate of 45.4%. Our LinkedIn ad campaign earned 269K impressions with 90% of our total budget, and our Google search campaign earned 18K impressions.

BLAZING A TRAIL!:

This campaign was unique because it offered e-commerce professionals a solution to their current supply chain challenges that included increased consumer demand in regard to speed, lack of capacity, and increased fees or rate hikes all while they faced a peak season while already managing the stress of sudden and unprecedented growth. While our industry was stuck in crises and gridlock, TForce Logistics turned a challenge into an opportunity. Additionally, this campaign was innovative because it nurtured existing, high quality leads from a previous campaign effort to nurture leads throughout their journey in the marketing funnel.