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Profitability Calculator Campaign

Helping Small Trucking Companies Understand Their Costs — and Introducing Them to a Smarter TMS

Overview

In a saturated trucking technology market, CarrierTMS needed a way to stand out and add real value for small trucking companies — many of whom struggle to understand their operating costs, margins, and profitability. To support this audience and introduce them to CarrierTMS, we created a simple but powerful Excel-based Profitability Calculator that helped carriers instantly see how revenue, expenses, and rates affected their bottom line.

My strategy centered on delivering real value upfront — something small carriers could use instantly to understand their business better. Instead of pushing product-first messaging, the tool allowed us to start meaningful conversations around profitability, operations, and long-term growth.

My Role

  • Collaborating with an industry expert to build and test the calculator
  • Creating messaging and educational content explaining how to use it
  • Developing the landing page, conversion path, and lead routing
  • Equipping sales with enablement materials and automated follow-up
  • Building analytics dashboards to measure funnel performance

Goals for the Marketing Campaign

Educational Tool

Provide an easy-to-use tool that educated carriers on profitability

Lead Generation

Generate leads and open conversations around fleet performance

Build Pipeline

Build pipeline in a crowded trucking technology market

Positioning

Position CarrierTMS as a trusted, knowledgeable partner for small fleets

Sales Enablement

Support sales conversations with a value-first approach

Strategy & Execution

Portfolio - Calculator1. Tool Development

I worked closely with a trucking industry expert to:

  • Identify the key profitability levers
  • Build and refine the Excel calculator
  • Test usability with real carriers
  • Create simple instructions and tooltips to ensure adoption

The end product was a clean, intuitive spreadsheet that delivered instant insight.

2. Scrappy, High-Impact Promotion

With a very small budget, promotion had to be tactical and resourceful.

Email Marketing

  • Purchased a targeted trucking company list
  • Filtered down to top ICP matches
  • Cross-referenced with our existing database
  • Sent a focused email campaign emphasizing education and value

Social Media

  • Organic posts promoting profitability education
  • Clear messaging around “learn your numbers”
  • Short videos and graphics explaining the calculator

Webinar Partnership

I partnered with a trucking expert to host a webinar on carrier profitability strategies, using the calculator as the centerpiece:

  • Demonstrated how to use the tool
  • Showed real-world examples
  • Captured leads in a highly engaged format

Sales Enablement

To help sales succeed, I created:

  • Call scripts
  • Email templates
  • LinkedIn outreach messages
  • Automated follow-up sequences

I coached the Sales team to lead with the tool, asking prospects about their experience with it before discussing TMS — a subtle but powerful trust-building tactic.

3. Lead Routing & Analytics

I worked with RevOps to:

  • Route leads to the correct reps
  • Track engagement with the calculator
  • Measure conversion rates into opportunities
  • Build dashboards showing performance across the entire funnel

Results

Despite limited spend, the campaign became one of the most successful CarrierTMS initiatives:

  • Nearly 1,000 leads generated
  • Hundreds of opportunities created
  • Established CarrierTMS as a trusted partner for small carriers
  • Created strong awareness in a competitive TMS market
  • Delivered high-value conversations for Sales, framed around profitability
  • Recognized internally as a major win for the product and company

By delivering something simple, educational, and genuinely helpful, we opened doors with carriers who would have otherwise tuned out a traditional sales pitch.

Key Takeaways

  • High-value, low-cost assets can outperform large-budget campaigns when tied to real customer problems.

  • Educational tools build trust early, creating stronger conversations for Sales.

  • Scrappy, targeted promotion can generate powerful results when aligned with audience needs.

  • Starting with a carrier’s profitability pain point helped position CarrierTMS as a knowledgeable, reliable partner.

  • A simple calculator became an engine for pipeline creation and market awareness.

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