Inc. staff

LeanLogistics

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.

The Marketing budget at a glance 2006 2007 Change
Total marketing budget $500,000 $550,000
Annual revenue $7 million $12 million (projected)
Budget as a % of revenue 7% 4.6%
Lead
Acquisition		 E-newsletters $30,000 $70,000
Webinars $70,000 $30,000
Trade shows $70,000 $70,000
Google ads $12,000 $12,000
White Papers
and other
analyst fees		 Analyst firm fees
(for white papers, etc.)		 $172,000 $152,000
Hoovers subscription fee $8,000 $8,000
Branding,
Advertising,
and PR		 Corporate identity $0 $60,000
PR Newswire account $10,000 $10,000
Advertising and sales support $25,000 $25,000
PR agency retainer and special projects $74,000 $74,000
Software Salesforce.com fees $7,000 $7,000
VTrenz software license $22,000 $32,000