KNNX had built a transportation technology platform that solved real problems for shippers and carriers but their marketing was a conference brochure and a founder's personal network. We built a multi-channel pipeline engine that generated $10M across 28 months.
The Challenge
KNNX had solved a genuine pain point in freight transportation better load matching, route optimization, and carrier-shipper connectivity. Early customers loved the platform. Retention was strong.
But all pipeline came from two sources: the founder's conference networking and a small outbound team making cold calls. There was no organic presence, no content engine, no events strategy, and no brand awareness beyond people the founder had personally met.
Before Lemniscate
What KNNX Needed
Our Strategy
Supply chain buyers are methodical evaluators who research extensively before engaging vendors. We built four interconnected channels that touched prospects at every stage from problem-aware through vendor evaluation to deal close.
Technical content targeting VP Operations and VP Supply Chain search behavior: "freight optimization software," "carrier management platform," "shipper-carrier marketplace comparison." Every piece built for pipeline, not just traffic.
Target account lists: Fortune 500 shippers, enterprise 3PLs, and mid-market logistics companies. Multi-threaded outbound hitting VP Operations, VP Supply Chain, and CTO simultaneously with persona-specific messaging.
Quarterly virtual roundtables with VP Operations from target accounts. Vendor-neutral discussion format KNNX leadership facilitating, not pitching. Pipeline from roundtables: highest conversion rate of any channel.
KNNX founder positioned as a voice in transportation technology through LinkedIn content, industry publication bylines, and podcast appearances. Personal brand amplified all other channels prospects knew the founder before the first meeting.
Execution
Supply chain enterprise deals are long 6-12 month cycles. We built for compound returns, not quick wins.
GTM strategy. Technical SEO audit and restructure. 200-account ABM target list. Founder LinkedIn branding launched. Content calendar: 8 pieces/month. First outbound sequences live. Traffic: 4K → 8K monthly.
Organic rankings appearing for 20+ supply chain keywords. Outbound booking 6-8 qualified meetings/month. First roundtable: 25 VP Operations attendees. Founder LinkedIn: 3x engagement growth. Pipeline: $2M across 15 opportunities.
All 4 channels reinforcing each other. Prospects discovered via SEO, nurtured through content, engaged at roundtables, and converted through ABM. Traffic: 30K+ monthly. Pipeline: $6M cumulative. 8 closed deals.
KNNX recognized as a category leader in transportation tech. Inbound pipeline exceeding outbound. Roundtables driving 30% of new enterprise relationships. Pipeline: $10M cumulative. Organic: #1 pipeline source.
The Results
Not vanity metrics. Pipeline metrics.
"They didn't just run campaigns they built a pipeline system. Four channels working together, each reinforcing the others. Our pipeline went from founder-dependent to a predictable engine generating $10M."CEO, KNNX 28-month engagement · $10M pipeline · 18x ROI
Key Takeaways
Multi-channel compounds faster than single-channel. Each channel amplified the others. Prospects who attended a roundtable AND saw organic content AND received outbound converted at 4x the rate of single-channel touches. The system was worth more than the sum of its channels.
Supply chain buyers need proof, not pitches. Every content piece included quantified operational metrics: cost-per-mile reductions, load utilization improvements, carrier acceptance rates. Supply chain VP Operations don't respond to marketing language they respond to operational data.
Founder brand accelerates enterprise trust. KNNX's founder became the face of the brand through LinkedIn and event leadership. Enterprise prospects who "knew" the founder through content entered sales conversations with pre-built trust that shortened cycles by 30%.
More Results
See how we've delivered similar results across industries.
Digital transformation leader turned into a pipeline machine.
$10M pipeline from 12K developer community. Zero paid.
From referral-only to 70% inbound. $16M revenue.
Want Similar Results?
Book a 30-minute strategy call. We'll audit your supply chain marketing, map enterprise pipeline opportunities, and outline a multi-channel growth plan.
No spam. No obligation. Real strategy.