A Better Way to Reach Your Target Market with Tom Augenthaler
The Logistics of Logistics Podcast
Release Date: 05/02/2020
REPOST: The Freight Brokerage Market with Kevin Hill
The Logistics of Logistics Podcast
and discuss the freight brokerage market. Kevin is the owner of , a sales and marketing research firm that helps companies sell to freight brokerages across North America. About Kevin Hill is a respected expert in the freight industry, with over 10 years of experience in sales, marketing, and media production. He is the owner of Brush Pass Research, a sales and marketing research firm that helps companies sell to freight brokerages across North America. He is also the host of Put That Coffee Down, a popular freight sales show on FreightWavesTV. Kevin is passionate about helping freight...
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Getting Good Shipper Freight with Ed Burns
The Logistics of Logistics Podcast
and discuss getting good shipper freight. Ed is the CEO of , a transportation sales agency that connects shippers and carriers in a way that helps both to achieve their goals. About Ed Burns loves to connect people. It’s amazing what can happen when good people come together. He asks big questions in the hope of finding big answers. He started his first real business at 20, a marketing agency which he sold after running for seven years. He grew up around the freight world and is fascinated by big trucks. He joined the family business in 2020 while the world was ending, and is committed to...
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Making Drivers Happy with Elisabeth Barna
The Logistics of Logistics Podcast
and discuss making drivers happy. Elisabeth is the Founder of EAB Strategies, a company that provides communications and marketing expertise to transportation and logistics companies, as well as program development for companies seeking to grow their brand and image. About Elisabeth Barna is a seasoned veteran in the trucking industry with 34 years of experience. In 2023, she founded EAB Strategies, LLC, a consulting business where she continues to work within the transportation and logistics industry. During her 25-year tenure at American Trucking Associations, most recently EVP, Industry...
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Building a Global Logistics Juggernaut with Nourhan Beyrouti
The Logistics of Logistics Podcast
and discuss building a global logistics juggernaut. Nourhan is Global Chief Revenue Officer at , Saudi Arabia's fastest growing transportation company. About Nourhan Beyrouti , a seasoned professional with a global footprint, has an impressive track record in branding, corporate innovation, and real estate development, and global logistics technology. Raised in Brooklyn, New York, and currently residing in Dallas, Texas, Beyrouti's career has taken him through 17 countries, enriching him with diverse international experience. After completing his MBA in Business Management from the Lebanese...
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AI Driven Sales & Marketing with Jason Jimenez Vanover
The Logistics of Logistics Podcast
and Joe Lynch discuss AI driven sales & marketing. Jason is the CEO and Founder of , a freight-focused content marketing agency that specializes in working with transportation, logistics and supply chain companies. About Jason Jimenez-Vanover is the CEO and Founder of JCI Marketing, a freight-focused marketing agency. With more than a decade of experience in marketing for the supply chain, Jason built his career on content creation as a copywriter and marketing consultant. His expertise stretches across the logistics universe, working with brands from the Top 100 Logistics...
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Building Strong Carrier Relationships with Dan Lindsey
The Logistics of Logistics Podcast
and discuss building strong carrier relationships. Dan is the Co-founder and Vice President of and the Founder of the , which will be held in Kansas City, Missouri, April 22 - 24, 2024 About Dan Lindsey is the Co-founder of Linkage Logistics and the Founder of the Broker-Carrier Summit. Dan has been in the logistics industry since 2001 when he began working the preload shift for UPS. Since then, he has worked as a freight broker, operations manager, and business development leader in multiple segments of the industry. His commitment to “doing business the right way” led him to...
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Modernizing Distribution with Daniel Sokolovsky
The Logistics of Logistics Podcast
and discuss modernizing distribution. Daniel is the Co-founder and CEO of , a company that connects shippers, carriers, and facilities to find the most efficient route for middle-mile freight. About Daniel Sokolovsky is a Los Angeles based entrepreneur and Co-founder and CEO of WARP, a tech-powered freight network specializing in middle-mile solutions. As CEO, Sokolovsky is responsible for managing the company’s overall operations including managing the company’s organizational structure, guiding the WARP brand and overall company strategy. Prior to founding Warp, he founded AxleHire,...
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REPOST: Financial Predator vs Partner with Bharath Krishnamoorthy
The Logistics of Logistics Podcast
and discuss financial predator vs partner. Bharath (“B”) is CEO and Co-founder of , an all-in-one financial services platform rapidly disrupting the $250 billion freight intermediary market. About Bharath Krishnamoorthy is CEO and co-founder of , a freight financial partner that processes over $1 million daily. Recognized for its innovation, Denim was named in the by FreightWaves. As CEO, Bharath leads Denim’s overall business strategy and fundraising efforts, which have supported the company’s rapid growth and resulted in $165 million in funding. An alumnus of...
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The $440 Billion Logistics Problem with Ilya Preston
The Logistics of Logistics Podcast
and discuss the $440 billion logistics problem. Ilya is Co-Founder & CEO at , a company that provides an autonomous AI-enabled decision support system for quality, transportation & supply chain leaders to exhibit resiliency and automation from their visibility investments. About Ilya Preston is Co-Founder & CEO at PAXAFE. Prior to PAXAFE, Ilya spent almost a decade working with large enterprises. Ilya worked at Cummins, where he helped develop global supply chain strategies for their raw material commodities, including sheet metal fabrication, raw metal, trailers and...
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Reflections on Manifest with Courtney Muller
The Logistics of Logistics Podcast
and discuss reflections on , the premiere conference that unites the entire eco-system of Fortune 500 global supply chain executives, logistics service providers, innovators and investors at the forefront of logistics tech and supply chain. Manifest 2024, was bigger and better than ever and Manifest 2025 will be held February 10th – 12th, 2025 in Las Vegas. Register now for Manifest 2025 and save big: About Courtney Muller lived in 8 states before she was 14 years old. Which might be the reason she loves the travel and pace of the events industry! Courtney started her career in...
info_outlineA Better Way to Reach Your Target Market with Tom Augenthaler
Joe Lynch and Tom Augenthaler discuss what it takes to reach your target market more effectively and more efficiently. Tom is an influencer marketing expert and he shares how influencer marketing can be used to boost your company’s growth and form better relationships with your customers.
About Tom Augenthaler
Tom grew up in Long Island and studied finance at Gettysburg College. Finding himself unfulfilled by the world of finance, Tom went on to study American English Language at Harvard before entering the PR industry. Tom worked with HP for years which is where he discovered how to utilize influencer marketing during the economic crash of 2008.
About 551 Media and The Influence Marketer
The Influence Marketer is the place to go for any company looking to start or improve their use of influencer marketing. Tom offers full team training on the many different aspects of the process, one on one mentoring, or strategy calls. He consults digitally and in-person to help B2B businesses build a marketing strategy that is right for them.
Reach Your Target Market Using Influencer Marketing
- Individuals are more likely to be trusted over brands. Think of when your friend recommends a movie or T.V show to you; you are much more likely to watch than if it were recommended by an anonymous entity.
- Finding bloggers who already have an audience in the same demographic you are looking to target makes it easy to effectively convey your message and increases its relevancy.
- Utilizing influencer marketing effectively will enable your business and brand to grow, resulting in your own brand becoming an influencer in the B2B industry.
Why Use Influencer Marketing in the B2B industry?
- The landscape of traditional marketing has evolved to trend more towards digital.
- While businesses do still have to run advertising campaigns to maintain a presence, influencer collaborations are often a cost-effective way to increase your audience, especially in the B2B industry.
- B2B is a harder market to corner in some respects because you often can’t give bloggers a physical product to review.
- Often, influencers in the B2B industry will be a more inexpensive choice to collaborate with as their audiences are smaller and more focused. Tom has also found it will usually be a quid pro quo situation.
Digital Vs. Influencer Marketing
- Digital marketing includes things like articles, SEO optimization, and social media. This can be costly and hard to see an ROI on.
- There is no right or wrong answer. Track what works for you and see which offers the best return.
- The consumer and market changes quickly. In terms of B2B the sales process is a longer one than other industries. Influencer marketing is a way of keeping up with your target audience in a more immediate fashion than using a digital strategy to launch over a longer period of time.
Noteworthy Questions
- [3:29] What are some of the problems people are experiencing in trying to reach their target market?
- [18:22] How does content creation and SEO compare to influencer marketing?
- [22:15] How can companies get started using influencer marketing?
Key Takeaways - A Better Way to Reach Your Target Market
- Know your objectives - are you looking for more brand awareness and consideration or are you looking for more sales leads?
- Don’t work with too many influencers at once - be selective about who you work with and develop a relationship with them for a lasting partnership. Choose a strategic over transactional relationship; it will offer more benefits in the long run.
- Leverage your relationship with current collaborators to find new people to work with.
Learn More
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