Strategy
To achieve these goals we developed:
✔ A deep-dive ebook
Focused on evaluation criteria, risk mitigation, vendor comparisons, ROI expectations, and internal alignment.
It spoke directly to the Champion’s pain points and responsibilities, empowering them to move the project forward with clarity and confidence.
✔ Multiple downloadable checklists
Repurposed from content within the ebook, these standalone assets served as additional lead magnets and sales enablement tools — including vendor scoring sheets, workflow audit templates, and implementation readiness checklists.
Together, these assets formed the core of a full-funnel campaign.
Execution
1. Live Webinar Launch
To introduce the resource, we ran a webinar that walked through core concepts from the ebook.
This generated early engagement, positioned us as experts, and provided a strong top-of-funnel activation event.
2. Email Nurture Campaigns
We executed targeted email nurture paths for:
- Warm prospects
- Cold leads in the database
- Previously engaged manufacturing contacts
Emails focused on:
- Common buying pitfalls
- TMS selection frameworks
- Internal influence tips
- Links to the ebook and companion checklists
This established thought leadership while driving consistent lead flow.
3. Review Website Promotion
We uploaded the ebook and checklists to platforms like G2 and Capterra, allowing prospects in active research mode to download them in exchange for contact information.
This added:
- High-intent leads
- Strong positioning alongside competitors
- Another channel to reach Champions early in their search
4. Blog & Social Media Distribution
We created supporting content around:
- “How to Choose a TMS”
- “Mistakes Champions Make in TMS Projects”
- “How to Build a Business Case for TMS”
These posts and social assets drove organic engagement while reinforcing the messaging pillars from the ebook. On the blog posts, a pop-up would appear promoting the eBook on 'leave intent'.
5. Sales Enablement: Presentation Deck
Sales received a polished, easy-to-customize slide deck built from ebook content.
Champions used this deck to present options to:
- Directors
- VPs
- Ops leadership
- IT stakeholders
This increased sales velocity by giving the Champion confidence, and giving leadership a clearer understanding of our value.
6. Funnel Reporting & Tracking
I collaborated with RevOps to build dashboards that tracked:
- Lead volume by asset
- Funnel stage progression
- Engagement by persona
- Source performance (webinar, email, review site, social, blog)
- Contribution to opportunities
These dashboards aligned Sales + Marketing and supported ongoing optimization.
Results
Although I left the organization before long-term results were finalized, the campaign delivered immediate strategic value:
- A polished, differentiated ebook tailored specifically to the Champion — a role heavily underserved in competitor content.
- A complete toolkit of checklists that generated leads on their own and supported sales through the buying cycle.
- Increased credibility in a competitive TMS market by demonstrating deep understanding of the Champion’s responsibilities and internal challenges.
- A multi-channel launch program that served as a foundation for scalable, evergreen demand generation.
- A repeatable, repurposable asset ecosystem that could be used in sales calls, webinars, nurture sequences, review sites, and ads.
The result was a campaign that not only educated prospects — it positioned the company as a true partner in the decision-making process.
Mid-market manufacturing and distribution companies often rely on a “Champion”, or the operational expert tasked with researching Transportation Management Systems (TMS), comparing options, presenting recommendations to leadership, and managing implementation. It’s a complex, high-stakes journey, and through conversations with Sales, Customer Success, and the Product team, it became clear that this Champion needed more than product information. They needed guidance, structure, and tools to confidently navigate the entire evaluation and purchasing process.