Case Study: Ebook-Led Marketing Campaign for Managed Transportation Services (MTS)
Educating Busy Logistics Leaders Through High-Value Content
Overview
Manufacturers in the small-enterprise segment face constant pressure to balance day-to-day logistics demands with long-term strategic planning. The VP of Logistics, the primary persona for this campaign, is responsible for optimizing freight spend, improving service, and evaluating whether to centralize or decentralize their transportation management structure.
To support this high-stakes evaluation, we developed an educational ebook based on a successful webinar that generated over 200 leads and several high-quality opportunities. The asset positioned the company as a knowledgeable partner capable of helping busy logistics leaders think strategically while staying on top of operational realities.
My Role:
Campaign lead and strategist overseeing execution, including content direction, creative briefing, webinar coordination, email nurture, paid media alignment, development landing pages, sales enablement, and reporting.
Strategy
By repurposing strong webinar content into a refined ebook, we created a high-value resource that supported both pipeline generation and ongoing opportunity management.
Execution
1. Live Webinar Launch (200+ leads)
The campaign began with a partner-hosted webinar delivered alongside a major trade publication.
The session explored the operational and strategic considerations around centralized vs. decentralized transportation models, attracting a highly targeted audience.
2. Repurposed Video & Social Snippets
The recorded webinar was edited into:
- A full-length video
- Short social snippets for promotion
- Video-based ad content for remarketing
These assets extended campaign visibility across channels and kept the message in front of engaged prospects.
3. Blog Recap
A detailed recap blog distilled webinar insights and directed readers to the downloadable ebook, serving both SEO and nurture audiences.
4. High-Value Ebook Creation
I worked with the content development team and product marketing to transform the webinar into a polished ebook that covered:
- The pros and cons of centralized vs. decentralized logistics
- Cost, service, and operational considerations
- Strategic frameworks for evaluation
- How managed transportation can support either model
This asset spoke directly to the VP of Logistics — someone constantly pulled between tactical firefighting and long-term decision making.
5. Multi-Channel Promotion
The ebook was promoted through:
Trade Publications
Sponsored placements and newsletters reached industry decision-makers already exploring TMS and managed transportation solutions. I worked with the trade publications for guaranteed lead volume, and nurtured them as they entered our database and only passed onto sales those that seemed actively interested.
Email Marketing
Targeted email campaigns were sent to:
- Trade publication leads
- Existing prospects
- Cold database segments
- Past webinar attendees
- High-value ICP accounts
Social Media & Blogging
Organic and paid posts spotlighted the key insights, driving traffic to the landing page.
Sales Outreach
Sales reps used the ebook:
- As an educational asset for early-stage conversations
- To stay top-of-mind with long-cycle opportunities
- As follow-up content for nurturing active deals
Landing Page Conversion Path
All promotion directed to a dedicated landing page optimized for form fills and tracking.
6. Automated Follow-Up & Dashboard Reporting
Automated email follow-up ensured prospects stayed engaged.
A custom analytics dashboard reported on:
- Lead volume
- Funnel progression
- Campaign performance by channel
- Sales engagement
Results
Though the long enterprise sales cycle made immediate revenue attribution difficult, the campaign delivered clear strategic wins:
- 200+ leads generated from the webinar launch
- Multiple qualified opportunities engaged early
- Ebook positioned the company as a trusted advisor to logistics leaders and generated another 200+ leads
- Strengthened brand awareness in the manufacturing segment
- Provided a long-lasting nurture asset for ongoing deals
- Enabled Sales to maintain momentum in an extended sales cycle
- Supported the brand’s thought leadership in the managed transportation space
Overall, the campaign delivered a cohesive, multi-channel ecosystem that educated, attracted, and nurtured high-value prospects, all anchored by a single strategic ebook.