Case study /Logistics technology
WARP
Story aligned, margins recovered.
Repositioned a logistics platform that was being sold like a freight broker. 83% revenue increase and a 49% drop in customer acquisition cost in under six months.
My role: Fractional CMO. Positioning, messaging, CRM rebuild, demand programs, and management of the design, technology, and social partners.
Where they were stuck
WARP had built a logistics platform for shippers, and the platform was good. Walmart and Under Armour were on the prospect list. They were losing them anyway, and not on product. Every deal collapsed into a quote comparison, because a buyer had no way to tell why WARP cost more than the next freight broker. The page never told them.
What the market believed
The market believed WARP was a freight broker with a nicer interface. WARP was a technology platform. That gap is narrative debt, and in a category where the default buying behavior is to collect three quotes, it is expensive within a single quarter.
What I changed
Reposition the platform. Replace the broker pitch.
- Customer research. Industry and customer interviews to surface the real pain points and the points of disruption.
- Brand and messaging. New website. New messaging strategy. New one-pagers and decks for sales.
- CRM implementation. Rebuilt the customer journey tracking from the ground up.
- Drip campaigns. LinkedIn and email sequences targeting profitable, repeating accounts.
- Vertical PR. Launched a PR strategy in CPG, consumer electronics, and adjacent categories.
- Partner orchestration. Hired and managed external partners across design, tech, and social.
What happened
83%
Revenue increase in less than 6 months
49%
Decrease in customer acquisition cost in the same window
2% to 17%
Inbound share of all sales leads
72%
Improvement in customer retention, year over year
New customers sourced by marketing included Under Armour, Ollie, and Walmart.
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