Relay Logistics Software
Building a pipeline engine for a technical buyer
- Brand
- Relay Logistics Software (fictional)
- Industry
- B2B SaaS, freight technology
- Services
- Content, Paid Social, Automation, Paid Search
The challenge
Relay's buyers are operations leaders who distrust marketing claims and research for months before booking a demo. Marketing reports clicks and form fills; sales says the leads are not ready.
The strategy
- Move 1
Earn the expert's attention
Benchmark reports and calculators built from Relay's own operational expertise, designed to be the resources a dispatcher sends to their boss.
- Move 2
Target accounts, not clicks
LinkedIn and search programs focused on a defined account list, with retargeting that moves people from education to evaluation.
- Move 3
Agree on what a good lead is
A shared lead-scoring model between marketing and sales, with CRM stages imported back into ad platforms so optimization follows pipeline.
Creative assets
- Industry benchmark report
- Cost calculator
- LinkedIn thought-leadership series
- Lead scoring model
What we would measure
Planning targets for a fictional brand. No results are claimed.
Primary target
More sales-accepted opportunities per month
Alignment target
One lead definition shared by sales and marketing
Authority target
Owned research cited across the category
Bring us the real thing.
Tell us where you are and where you want to be. We will come back with an honest view of the opportunity, usually within one business day.