Vertical Demand Generation in B2B Logistics
Arthur VanceIndustry-specific campaigns for healthcare and food & beverage outperformed general logistics messaging by 2.8x in conversion. Custom ROI calculators on those vertical landing pages now drive 45% of all demo requests — the calculator, not the form, is doing the qualifying.
Pipeline Scale
$2.4M in qualified pipeline value, a 21% gain alongside 328 demo requests at a 12.7% volume lift.
Partner Channel
890 partner-sourced leads at 60% lower CPA than direct acquisition — now the most efficient channel in the mix.
The Curator's Mandate
Co-marketing initiatives with three technology partners produced 890 net-new leads at 60% lower CPA than direct acquisition channels. Webinar attendance averaged 340 registrants per event, with the joint-brand format consistently outperforming single-brand sessions in attendance and conversion.
“The ROI calculator is the new demo form — it qualifies the buyer before sales ever sees them.”
We are now staging market-entry campaigns for the Southeast region, building localized assets and identifying regional trade show sponsorships for Q4. The expansion thesis rests on whether the vertical playbook holds outside the existing geographic footprint.
