This Holland, Michigan, company sells supply-chain management software to the transportation industry.
A shift in emphasis
More for e-newsletters, less for Webinars
A little cost-cutting
Analyst research is the key to LeanLogistics' marketing efforts, yet the company cut that line item by $20,000. What gives? It hopes to do more with less by offering versions of existing reports tailored for big clients to potential small and midsize customers.
A new line item
The company set aside $60,000 for its first ever corporate identity campaign, which will include a new logo, a website redesign, and a video that introduces the company to potential customers.