Sanjay Karkera provides insights on marketing’s critical role in B2B logistics, emphasising innovation, personalisation, and sales-marketing collaboration to address complex networks, infrastructure, and workforce challenges, enhancing competitive edge and customer satisfaction.
Collaboration between sales and marketing in logistics aligns strategies with business goals
Sanjay Karkera, AVP, Contract Logistics & Logistics Engineering, Flyjac Logistics, emphasises the vital role of the marketing team in B2B logistics. Marketing strategically targets prospects, understands competitors, and establishes market positions to drive organisational growth. B2B buyers now form perceptions online, influencing decisions before engaging with sales. This is crucial in supplier and customer communications, where services are experiential and require time to meet expectations. Marketing teams play a pivotal role in the supply chain and third-party logistics (SC/3PL) sectors, shaping customer perceptions and enhancing service delivery.
Navigating trends and challenges
The logistics industry in India faces significant challenges, including complex networks with multiple suppliers, manufacturers, distributors, and warehouses. Crucial infrastructure improvements are needed at state and local levels, alongside national initiatives. A skilled workforce, continuously trained to meet heightened service expectations, is imperative. Digital marketing adoption and streamlined regulatory compliance are critical. Managing time-sensitive deliveries amid rising customer expectations remains challenging. Precise inventory control and managing transition processes like HOTO (handing over, taking over) are essential to preventing productivity losses and stock discrepancies. Addressing these challenges with robust strategies will enhance efficiency and effectiveness in the B2B logistics sector.
Innovations and marketing strategies
Staying informed about industry advancements includes optimising operations through continuous improvement and innovative solutions. Research and development teams focus on pioneering supply chain innovations. Traditional channels like logistics seminars and LinkedIn, supplemented by market intelligence from sales and marketing sources, remain valuable. Effective marketing employs a dual strategy: personalised campaigns deliver tailored content with high ROI, while unconventional approaches, like customer-focused content marketing, enhance brand visibility and engage target audiences effectively.
Strategic insights into logistics competitiveness
Conducting competitive analysis in the logistics industry involves identifying improvement areas and factors enhancing customer satisfaction and business growth. This systematic approach includes identifying top customers and their competitors, assessing service providers, and analysing critical parameters like customer experience, sales, pricing strategies, and technological advancements. Successful differentiation through marketing efforts hinges on building strong customer relationships and adopting flexible approaches to meet diverse needs. Unique strategies like Integrated Logistics Solution Selling (ILSS) effectively address multiple customer challenges. Regular customer interactions deepen understanding, while initiatives such as annual newsletters and CSR activities bolster brand reputation and customer satisfaction, distinguishing companies in a competitive logistics landscape. Content marketing plays a crucial role in enhancing brand visibility through targeted strategies like short-form blogs, long-form content, and active social media engagement, fostering customer loyalty across omni-channel platforms.
Aligning sales and marketing
Collaboration between sales and marketing in logistics aligns strategies with business goals. Sales teams provide customer insights, sharing successful case studies with marketing to refine strategies. Sales validate marketing leads, optimising resource allocation. Key account teams deepen customer relationships, offering insights for personalised campaigns. This synergy drives business growth and customer satisfaction.
