The Client provides specialized logistics solutions to manufacturing, technology, wholesale, retail, and home delivery companies throughout the United States. Its primary lines of service include managed freight, logistics, shipping, and storage.
The Client has recently been ramping up its presence in the “last mile” delivery market. This was marked by a series of specialized logistics services rolled out during the last three years, which were aimed at helping traditional retailers and e-commerce companies streamline their home delivery operations.
To support its push into the U.S. home delivery space, the Client had put together a “full spectrum” marketing plan. The primary strategy combined a number of digital and outbound channels deployed throughout their conversion funnel.
During planning, the Client had also decided to divide the marketing activities between its internal team and an outside marketing agency. A third-party vendor would handle most of the early-stage prospecting and lead generation activities, while the company’s in-house agents took care of activities further down the funnel.