December 12, 2023

Year in Review: What We Learned About Supply Chain Marketing in 2023

Change is inevitable. As supply chain marketers, we must adapt to an always-evolving industry and stay ahead of the curve to succeed.

With 2024 quickly approaching, we decided to look back on the lessons we learned in 2023 and identify trends shaping the landscape for connecting with audiences and driving client business growth.

This exploration of supply chain marketing trends delves into the importance of embracing strategy, the power of podcasts, the role of generative AI, and the enduring significance of content (now intricately tied to the capabilities of marketing automation).

2024 and ensure their marketing strategy goes beyond lead generation. While new leads are important for driving revenue, focusing solely on lead gen often neglects nurturing and retaining existing customers.

Maintaining strong relationships with shippers and carriers will be critical for navigating whatever the transportation market throws at us in 2024. Implementing retention and customer marketing programs needs to be a priority as supply chain companies plan their 2024 marketing strategy and budget.

1. Embracing a Strategic Approach to Marketing: Business Growth Through Investment

Supply chain companies are increasingly recognizing the strategic significance and necessity of marketing. They are transitioning from being solely sales-focused to adopting more fundamental marketing practices. This overhaul includes refining key messaging, developing new content, formulating robust marketing strategies, and launching comprehensive marketing campaigns.

Investment in these marketing fundamentals is an acknowledgment of the value of strategic marketing. The impetus behind this transformation lies in staying competitive and keeping pace with digitally savvy competitors. All sizes of supply chain companies are now leveraging marketing not just as a standalone function but as a core driver of business success.

“An agency can provide an important outside perspective to ensure your strategies fit the needs of your business and put them into practice effectively – whether that’s key messaging and ideal customer profile development, demand and lead generation, targeted marketing automation, or advertising. Working with industry and marketing experts pays off, especially for startups and growing companies needing to hone in on the tactics that will drive results,” said Virago Marketing Director of Strategy and Operations Leigh Sauter.

“There are so many marketing tactics to consider – it can be overwhelming. The key is choosing only those aligned with your top-line metrics and business goals, helping you achieve your company objectives."

Leigh Sauter

Director of Customer Success and Strategy

2. Leveraging the Power of Podcasts: A Revolution in Supply Chain Marketing

Podcasts have emerged as a powerful medium, offering supply chain marketers a unique way to engage their audience. Through insightful discussions, industry interviews, and thought leadership content, podcasts provide a platform for brands to share their expertise and build a community of engaged listeners. As professionals increasingly turn to audio content for on-the-go learning, supply chain marketers can leverage podcasts to convey complex topics in an accessible and engaging manner, establishing thought leadership and fostering connections with their target audience.

“Podcasts are a great platform to showcase industry expertise and expose your company to a new audience, but you don’t have to start your own to have an impact. Leverage guest spots on existing industry shows to create brand awareness and highlight how your business is revolutionary. It’s a compelling marketing strategy.”

Jennie Malafarina

CEO

3. Using Generative AI: A Valuable Assistant but Not a Replacement for Industry Experience

The rise of generative AI has brought about transformative possibilities in supply chain marketing, from predictive analytics to personalized content creation. AI algorithms can analyze vast datasets and automate specific tasks but do not create insights and convey messages that resonate with the needs of prospects and customers. Human intuition, experience, and industry expertise are irreplaceable for interpreting complex scenarios and supply chain dynamics to inform decisions. Generative AI should be viewed as a powerful assistant that complements human expertise rather than a substitute for it.

“This year, we were all bombarded with the hype around AI, especially with the rise of ChatGPT, but we also saw many areas of concern. Generative AI is certainly a helpful tool, but you have to be wary of factual errors and biases that occur and content that misses the mark. It’s best to use AI for ideation rather than content creation, which is better left to industry experts.”

Aaron Huff

Chief Content Officer

4. Content is Still King: But Its Reign Depends on Marketing Automation

Content remains the cornerstone of effective supply chain marketing, but the landscape has evolved. The sheer volume of content required to fuel modern marketing strategies necessitates marketing automation. From personalized email campaigns to targeted social media posts, automation streamlines content distribution, ensuring it reaches the right audience at the right time. The combination of compelling, informative content with the efficiency of marketing automation enhances engagement. It allows marketers to analyze data and refine strategies, ensuring that the content reigns supreme in a world where relevance and timing are paramount.

“Having good content that proves you’re a thought leader in your industry is awesome, but it’s just step one. If you’re not getting it to an audience who cares, then what’s the point? Tracking metrics for content syndication, marketing automation tools, and targeted marketing campaigns are the best ways to ensure your expertise connects to your audience. And we’re seeing success for our clients with these tools – with clickthrough rates for some marketing emails upward of 20%!”

Melanie Klag

Account Manager

Looking Forward to 2024

As we navigate the waves of supply chain marketing trends, we can look to the strategies outlined above to propel brands forward. Whether embracing a comprehensive strategic marketing approach, harnessing the conversational power of podcasts, utilizing generative AI smartly, or recognizing the symbiotic relationship between content and marketing automation, staying attuned to these trends will empower supply chain marketers to chart a course for success in an increasingly dynamic and competitive industry.