Situation:
Founded in 1995, Truckstop.com transformed an industry with the first ever online load board. Over 25 years later, they have grown to be the go-to source for trucking industry software with over 80 million loads posted annually and a variety of other products and services to help carriers, shippers and brokers work more efficiently.
Problem:
As the trucking logistics industry is growing and evolving, Truckstop needed help with larger, more strategic product marketing work that would help set them apart from their competitors. They needed to understand their Ideal Customer Profile (ICP), segments and personas, deepen understanding of ancillary audiences, establish GTM best practices, and identify an approach to improve the packaging of their complex product offering.
Solution:
Fluvio embedded a team of two consultants that worked to roll out new data-driven segments and updated personas, and took on a strategic project to reimagine how Truckstop envisions their holistic packaging approach across those segments. The team also worked with the internal product marketing team on upleveling sessions and advised cross-functional leadership on GTM best practices.
Client Interview
We sat down and interviewed Truckstop’s Chief Marketing Officer, Brad Bedoe to get his thoughts on our work together over the past year.
Brad Bedoe
Chief Marketing Officer at Truckstop
“The Fluvio team fully immersed themselves with knowledge of our industry and quickly became an extension of our existing product marketing team. This immersion into the Truckstop organization was truly unique, and allowed for them to easily build trust as another team member and resulted in a very collaborative approach to their final work products. ”
What were you looking for in needing product marketing support? What was the problem you were looking to solve?
Truckstop’s business is quickly growing and changing as the industry and needs of our customers evolve. We engaged Fluvio’s help in tackling large strategic projects that will make major business impacts, such as defining our customer segments and refreshing personas, revisiting our approach to product packaging, organizing our business around GTM best practices, and helping to support our team of product marketers.
How was the Fluvio team able to be effective and successful in helping you take the right approach to evolving your product marketing?
The Fluvio team brought to the table their expertise from having worked to solve similar problems with other clients. They also used proprietary frameworks or templates throughout their work, which made their final read-outs thorough, informative, and easy for us to understand next steps for how we should proceed with their recommendations.
What is unique about Fluvio vs. other consulting firms you may have worked with?
The Fluvio team fully immersed themselves with knowledge of our industry and quickly became an extension of our existing product marketing team. In their time with us, they easily built relationships and partnered with team members across the organization including Product, Sales, Research, Data Analytics and more. This immersion into the Truckstop organization was truly unique, and allowed for them to easily build trust as another team member and resulted in a very collaborative approach to their final work products.
What was the Fluvio team ultimately able to accomplish for your team?
The Fluvio team has helped us build foundational aspects such as segments, personas and go-to-market approach that we were immediately able to action. They also worked to help us better understand new market opportunities, and presented a reimagined packaging recommendation that we are actively working to implement.