How ITS Logistics turned its internal Port Rail Ramp Index into thought leadership that reached Fortune 500 shippers and built pipeline.
Despite being a fast-growing company with a solid customer base, ITS struggled to reach new clients and expand the business. New-logo acquisition was limited, and the team recognized a need to educate the market to grow traffic and visibility.
In early discussions we learned ITS operates at all 26 coastal and inland ports in the United States, and that it kept a unique internal Port Rail Ramp Index. That index could be positioned as thought leadership on the drayage issues shippers cared about most. With post-pandemic import volumes surging, the timing was right to engage C-suite leaders across the shipping community and emphasize ITS's strategic advantage.
LeadCoverage acted as an extension of the ITS marketing team, leading public relations and paid media and turning internal data into a public asset.
Transformed the internal data into an external Port Rail Ramp Index aimed squarely at ITS's ICP and the industry's immediate challenges. ITS operations compiles it monthly; LeadCoverage handles content creation and market deployment.
Deployed a comprehensive program of paid media, email campaigns, and custom landing pages to put the Index in front of the right decision makers and maximize reach and engagement.
Partnered with CNBC's Lori Ann LaRocco to publish the Index monthly, giving it sustained traction and credibility across the shipping community.
Through the partnership, ITS turned marketing into a measurable growth driver, achieving a remarkable 14x ROI on its marketing investment. The Index became a vital, recurring piece of content, published monthly and frequently cited by major outlets including CNBC, Reuters, and key trade publications, putting ITS in front of its target Fortune 500 audience month after month.
