Case study - Trucking 42. Problems, analysis, solution.
B2B lead generation

About

Trucking 42 (D42) offers a comprehensive range of dispatch and logistics services for truck carriers. The company does not train, but hires only experienced dispatchers who carry out the company's tasks and adhere to their policies.

Innovators in achieving rates and payouts. Regardless of the average market price, the company's trucks will always achieve results that exceed market standards.

The company consists of experienced and professional logistics consultants with expertise in implementing network strategy projects across all major sectors, not only in the USA but also worldwide.

The company is larger than it seems, owning their proprietary ELD software, which over 5,000 drivers use with guidance from 100 in-house experts. Additionally, they successfully promote their TruckingCalculator software and collaborate with bloggers for marketing. However, they lacked the tools to achieve an optimal cost per quality lead for recruiting drivers.

Business Challenges

Despite Trucking42's professional dispatch service with numerous partners, and hundreds of trucks in operation, they struggled to find the right tools for developing a marketing strategy to attract drivers to the company, particularly those who own their own trucks. In an oversaturated logistics market, unconventional approaches are necessary to capture the attention of the target audience and motivate drivers to switch companies.

Marketing solution

In this project, we chose not to blend in with the mass of offerings where every company claims to be "the best on the market."

Market analysis and brainstorming with the company's top management revealed how much truck owners could earn in other companies compared to Trucking42, highlighting the company's distinctive advantages in the market.

We then started developing a website that showcased earnings differentials: "How much are you earning now and what are your truck's earning prospects?" This approach helped reduce driver acquisition costs from $25 per lead to $6 and improved conversion quality.

The goal of our advertising campaign was to offer real value to potential clients. We made it clear that we weren't selling or contacting them unless they wanted us to. By doing this, we distinguished ourselves from hundreds of other companies that pressure disinterested potential clients.

This low-pressure approach added trust to our approach.