Standing Out: A Podcast About Sales, Marketing and Leadership
Standing Out is a show created to help individuals and companies improve their sales & marketing outcomes, as well as their leadership development. Each episode we have an expert who has a unique perspective on sales, marketing and/or leadership providing insights from his or her experiences. And we throw in a few laughs from time to time. Be sure to hit Subscribe wherever you listen to our podcasts.
Standing Out: A Podcast About Sales, Marketing and Leadership
Jessie Thomas: Unlocking Logistics Marketing Potential
How do you grow your business in a down market?
Jessie Thomas, Director of Marketing at Highway, believes it’s all about honing in on your customer relationships. Customer relationships should take priority in any market, but there is no relationship without trust.
Join us for this conversation where Jessie takes us down her 13+ years in building trust and relationships through marketing.
We talk about the technological advancements shaping logistics, spotlighting Highway's innovative solutions that enhance freight brokers' fraud protection and operational efficiency. This conversation also provides an insider's look at Highways expanded product suite, including Highway for Email, VoIP, and LoadLock, which bolster brokers' capabilities to preempt and address potential issues.
Thank you to our sponsor, Salesdash CRM – A CRM for Freight Logistics. Salesdash CRM is built for freight broker & agent sales teams. Manage your shipper prospecting and follow-ups. Organize your carriers and the lanes they run. Learn more at www.betaconsultinggroup.com/standing-out
Standing Out is a sales, marketing & leadership podcast powered by BETA Consulting Group, created to highlight best practices from industry leaders with incredible experience and insights! The goal is to entertain, educate & inspire individuals & companies to improve their sales, marketing & leadership development outcomes.
Hey everyone, welcome to another episode of Standing Out, a podcast about sales, marketing and leadership. I'm Trey Griggs, your host, so happy to have you with us today. I'm the founder and chief encouragement officer of Beta Consulting Group. In case you didn't know, when you get a chance after the show today, go online and type in our website betaconsultinggroupcom and see how we're helping companies with their sales and marketing outcomes. This outcomes this is the time to dig in and really stand out from the crowd, differentiate yourself. Hit that little button in the middle that says schedule a call with yours truly. We'll get together and talk and you can tell us your story and we'll work on telling yours to the marketplace.
Speaker 1:Also, before we get started today with our guests, I want to give a few shout outs. First of all, I want to give a shout out to our sponsor, sales-crm, my good friend Josh Lyles. Listen, if you're a freight broker out there and you're not checking these guys out, do yourself a favor and do that. Not all CRMs are created equal, especially when most CRMs are not built with freight brokerage in mind. Sales-crm is built by freight brokers, exclusively for freight brokers. So be sure to visit sales-crmcom or you can learn more about it on our website, betaconsultinggroup, crmcom. Or you can learn more about it on our website, beta consulting groupcom. Forward slash standing dash out. You can request a demo right there and we're gonna give a big shout out. Big thank you to them for sponsoring the show.
Speaker 1:Also, just lets you know, we're going to be at women in trucking in November. We're going to have a live episode of standing out on the main show, as well as a couple of panels that Coleman and I are going to be doing, and so if you're not signed up for that, make sure you go to womenintruckingorg and sign up for the Accelerate Conference. It's going to be a great time. We have a lot of fun with them.
Speaker 1:It is my favorite event of the year. One of those, one of my favorite events of the year because it's my chance to say thank you to all the incredible women in our industry who are paving the way for opportunities for the. That and this is my chance to say thank you, and so for all the girl dads out there, thank you to everybody. Part of Women in Trucking. Hopefully we'll see you down in Dallas in mid-November I think it's the 12th through the 14th or 11th through the 14th, something like that, so hopefully we'll see you on the road. No-transcript. Welcome to the show the director of marketing from Highway, my good friend Jessie Thomas.
Speaker 1:Good song Jessie's girl, let's go. How are you, my friend?
Speaker 2:Hello Trey, how are you? It's so good to see you.
Speaker 1:Thanks for joining the show. It's been a while. Good to have you back.
Speaker 2:Thank you for having me. I appreciate it.
Speaker 1:Things have changed a little bit since last time you were on the show. We're going to talk about that a little bit today. But for everybody who may not know, tell everybody a little bit about yourself and what you are doing over at Highway.
Speaker 2:Yeah Well, I am not new to marketing, that's for sure, but I'm still fairly new to the logistics space. I've been in marketing for over 13 years and back in November 2021, I started working at Cargo Chief as their director of marketing, and then, just six months ago, I joined the team at Highway, and it's been pretty amazing.
Speaker 1:Yeah, we're going to talk about that transition, that journey here in just a minute. But we were talking about this. You know people in our generation. We tend to have quite a few jobs, quite a few experiences. You've had many yourself and that have helped you kind of move along those directions. So that's going to be fun to talk about that. But I would object to the fact that you don't know much about logistics. Three years in logistics, you probably have a good handle of it. I'm going to just throw that out there. You know it takes usually six months to kind of get your bearings and then you tend to figure it out. So I'm sure that you have no trouble right now Understanding freight brokerage and transportation, all that kind of. I know you will enough to know, it's not true, my friend? So good to have you on the show today. You're coming to us from Nashville. How's everything in Nashville?
Speaker 2:Wonderful.
Speaker 1:Sunny. Thankfully Did you get a chance to see the Vanderbilt fans carrying the goalposts through downtown and into the river. That was pretty cool.
Speaker 2:We didn't see it in person, but it was all over social media that was nuts.
Speaker 1:I've never seen that. I mean, college kids will do whatever they want. Seems like that was pretty wild, and I love the fact that they kind of let them do it and then the police officers retrieved it and now they gave it back. Pretty interesting stuff going down in that regard, but no things like that are actually pretty good.
Speaker 2:Did you know that it was a three mile walk? Yes, yes.
Speaker 1:That is intense. That's a long trek to do that. But I'll tell you what. Talk about marketing for the Vanderbilt football program. I mean they captured the attention of everybody. They've got content for a long time now, not only beating Alabama and what happened with that, but that's going to be something people remember for a long time. Is those goalposts going three miles through downtown and into the river?
Speaker 2:Pretty crazy through downtown and into the river. Pretty crazy. Oh yeah, I mean hey they have a great team, even though Alabama.
Speaker 1:That's wild, that's absolutely crazy. So all right, well, let's dig in a little bit. So you were at cargo chief when we met and knew you for a long time, did a great job of building that brand, and then you had the opportunity to go to highway and kind of start over, kind of go through that transition. Talk a little bit about what that's been like and how has that been, getting to kind of start fresh with a company that had decent marketing, that had some stuff in place. But you get to really create the playbook and do that now. Talk about that experience.
Speaker 2:Yeah, absolutely Honestly, it all started when I was at the McLeod User Conference and I met the Highway team for the first time last year and since then we just stayed connected. At Cargo Chief, I actually invited them on to our virtual event that we had at the end of December of last year. It was like a Freight Tech Awards where we invited about 12 different partners for two hours. We did some panel discussions with freight brokers and tech partners. We gave the platform really each partner seven minutes to present what they do and how they benefit the industry, and I gave Highway a spot and Michael Caney and I. We just stayed in touch and I was able to meet with the team and it was going to be a great fit for us to have myself join the Highway team and so I've been with them for about six months and it's been a very fun ride.
Speaker 2:Like everyone can see on social and at our events. Uh, they're, they're growing, they are coming out with some amazing products. They are really helping the industry. Just cut the time, the manual processes, but it's helping them grow their business, especially during these times where we're in a down market and it's hard. I mean, we were just talking before the show how not a lot of people are investing their dollars in technology and services, but really trying to hone in on their customer service. And, honestly, that's where Highway fits in as well, because there's so much fraud in the market that they need something which leads to technology to help them combat it, because that's what shippers are looking for when they're hiring freight brokers.
Speaker 1:Yeah, it definitely makes a change whenever you know that the carriers you're bringing on are quality carriers and it's one less thing you have to worry about, because that's a big concern for a lot of freight brokers a lot of time spent investigating and validating carriers, and this just makes I love what Jordan says make it easy for the good players to get in the party. Make it almost impossible for the bad players to get the party.
Speaker 2:You know that's that's I love that A hundred percent and so having myself join the company back in April was just perfect timing.
Speaker 2:One, it was the kickoff to spring events Now we're in the midst of fall events but they as a company, in the last six months have really curated and expanded upon our suite of products product, really elevating Highway's platform to really close the loop on the protection.
Speaker 2:I mean I joked with our internal team today, our product team. I'm like I love you all but in the last two months, last 60 days, I've launched four different products and now I have about two more by the end of the year. But it's amazing to be a part of, because coming out with Highway for Email, like the expansion of it, adding Gmail to the loop, highway for VoIP, so now we're protecting the phone systems. Today, of all days, we launched LoadLock, which is load level protection and compliance, so really we're able to alert brokers of when things go wrong, when things go bad, whether the carrier's overbooking or out of range, or there's fraud alerts or they don't meet the broker requirements. We're really elevating the game when it comes to fraud protection and just giving that visibility to the freight broker and soon we're going to be providing some things for the carrier.
Speaker 1:So yeah.
Speaker 2:So it's just an amazing time to be working at Highway and I just I love working with our customers and hearing their success stories. I think that's what made me fall in love with logistics. I love working with our customers and hearing their success stories. I think that's what made me fall in love with logistics. And when I was at Cargo Chief, I was able to start building those relationships, going to the shows, meeting our customers, talking to them and then moving to Highway. Many of those customers also used Highway and so I was able to just continue networking, expanding those relationships.
Speaker 2:And now when I go to shows, it's like I'm just, it's like a family reunion. It's so nice, it's like seeing calling them cousins or uncles, it's you really get to know them both personally and professionally. So, like you mentioned, I've worked at various companies throughout the last 13 years, from radio to med, spas to FinTech, but cargo chief and highway. This is my first time staying in an industry and I honestly don't ever want to move because I love the people and I love just the supply chain as a whole.
Speaker 1:Yeah, it is nice when you go to events and you feel like you know people, they know you. It's a family reunion every once in a while when you get together, which is which is a blast. Let's talk a little bit about the transition to marketing, because I think this is really fascinating. I want to hear your perspective on evaluating a tech company in terms of going and doing their marketing, because I think this is really important. I think a lot of times, people look at opportunities and sometimes they don't know what questions to ask. They don't know what to think about, they don't know what to evaluate. What were some of those things just some generic things that you looked at when you assess this opportunity, if it was the right opportunity for you.
Speaker 2:Yeah, one is understanding. I think a lot of times when people join a new company they just want to dive head in and see how many things can I fix and put my hands on. A lot of times that's not the most successful route. I want to understand what is current state. So within the first few months it's learning. How are we getting leads? How are we communicating? Does that even match to what the customer says about our product in our company?
Speaker 2:So I like to immerse myself throughout every department so talking to customers, talking to the customer success team, getting involved with product implementations, hearing from the leadership team, really diving into the data, hearing from the leadership team really diving into the data. So the first I would say, like first 90 days, is just getting a grasp of hey, what do I have? And then, what are the gaps that we're seeing? Like, where can we elevate? Where do we need to fill? Where can we just continue to be consistent and, like I said, I've been with Highway for six months and I've learned that because the company has just accelerated in growth, even in my short time being there.
Speaker 2:We like to move fast and what I've learned as a professional which I'm really surprised, like I'm 33 years old, I've been in, uh been in marketing since I was what, like 20 something. I've never taught myself that of grace. I got to give myself grace and so and I say that because it's like I feel like there's so much that we can do and we can, but it's you don't have enough hours in the day or you don't have enough resources, so I have to give myself grace. It's like what can you do now, what can you do in the next three months, what can you do in the next six months? And so I'm just, I'm in that phase of prioritizing the next six months into 2025. Prioritizing the next six months into 2025. What we can do to continue to grow and continue to evolve our messaging and where we stand in the market.
Speaker 1:Yep, I love that and I love the experience that you had of like of evaluating highway as an opportunity and then coming in and just kind of observing for a while and a lot of companies don't allow their marketing people to do that, to talk to the different departments. They have the time to do that, to learn how do you make money? What are customers saying? What do product specialists say? What's customer success saying? What are the sales team needing?
Speaker 1:All of those things kind of wrap into what you're doing in that regard and I think it's cool that you had a chance to take the time to do that and to figure some of those things out. And one thing you mentioned that I want to dig into just a little bit as you said, does our marketing match up or does it line up with what customers are saying about our product? I think too often marketing people try to come up with their own thing that's clever, that's well-written or whatever it is, and oftentimes they do that without hearing from customers. What's the process for you and the value for you of really hearing from customers when it comes to your marketing messaging?
Speaker 2:There's a few avenues that I like to take when getting customer feedback. One as a marketer, I do love going to shows. It's not just because it's traveling, but that's when I can actually on a personal level, on a one-to-one, really ask them questions and understand like, where are you guys at today, what, what are you guys looking for? How is our product helping you? And from there I can then schedule follow-up calls to get even deeper. So, for instance, I was at Jock Inland last week, met a customer who one was like not on my radar, I knew they were a customer. But I was able to meet this individual and she's like hey, like I would love to have assets or materials on X, y and Z. And I was like great, let's schedule a call, let's talk through it. So we actually have a meeting this Thursday. But then I also had our implementations team reach out saying hey, we have a customer asking for XY for this asset as well. So I have another meeting that same day with another customer, so I'm able to get that feedback from customers in, I mean in a short period of time, so I can build out materials to help them grow their business. So, for instance, at Highway, what I'm learning is shippers are seeking out freight brokers who have Highway in their tech stack, and so the brokers are trying to gain materials from us to help sell to potential customers the benefit of working with them because they have highway. So it's like, okay, like, what materials do you need? What kind of content will help you sell yourself to this shipper? And, of course, because our customers love our product, it's actually been really easy to work with these customers and get their feedback.
Speaker 2:But I do wanna say, like, going back to the last question of yes, like you have to understand and everything, a lot of times companies, when they hire a marketing person, it's all about lead generation. They're always like how many leads are we getting? How many leads are we getting? How many deals do we have? So with highway, we're. So I don't want to say like an anomaly, because we're in this amazing position right now where we are getting enough leads that I don't have to think about that.
Speaker 2:But if I was with another company, that would be a whole different story. And so I'm just the, my priorities are just different in the company that I'm working for right now, and that goes with customer feedback. Sometimes there's not a lot of customers that would be willing to provide feedback. They're not having this grand transformation, so it has been I hate saying this word easy to get this feedback, but it's just the matter of. At the end of the day, it's all about the people, the culture and the product that brings the success. If your customer gets the support, the product is providing the outcome that they're seeking and they're getting just the real time. I already said support, but just like the communication and feedback with us, like that just makes that experience so much better.
Speaker 1:So yeah, and it starts with a great product. I mean, you know, I think that sometimes we don't we don't think about the real value of a great product, and I've worked for companies that had great products and I've worked for companies that didn't have great products, and selling and marketing was significantly harder with a bad product, because you might be able to get in the door with a bad product but you're not going to stay there and you're certainly not going to build momentum and you're not going to get word of mouth. And so you guys are getting a lot of leads right now because of some of the work that was done ahead of time with, you know, the resources that they had available, but also because they had a great product um and I think that makes a massive uh, a massive difference, which is important to think about whenever you're thinking about who you're going to sell for, who you're going to market for, who you're going to go to work for.
Speaker 1:Evaluating the product is really important.
Speaker 2:Yeah. One thing I would add to that is what is your product solving? Is it solving a major issue today? Is it solving an everyday issue? And that for Highway? They came to the market at the perfect time because that's when freight fraud yes, freight fraud has been around for decades, but because of COVID and because the digitization of our industry, moving from a lot of manual processes and paper to now being forced to use technology that has escalated freight fraud to a very high number, because now, instead of being a domestic issue, it's now international, because people from outside of the U? S can now get access to U SS brokers through technology. And so what Highway has brought to the market was perfect timing. It works, but it is solving the product is truly solving a very high value issue today. So I would definitely have to agree make sure your product works, but is it truly solving an issue that is very painful for your audience?
Speaker 1:Yeah, and talking about that problem as much as you can. And fraud's one of those things, too, where technology is a double-edged sword, because it makes life easier and faster in many ways, but it also opens up some new gates for people to get into, especially on data security and those types of things. And so it's important to understand the problem that your product solves and to talk about that as much as possible, and I know that that's something that Highway, historically, has done a really good job of talking through the problem. I mean, I can't tell you how many times I've heard Jordan get on stage and say it all starts with carrier identity. I feel like I'd almost give half of his keynote at this point because I've heard the consistency of him talking about carrier identity.
Speaker 1:That's the real problem is who is on the other side of the phone, who's on the other side of that transaction, and are they who they say they are and are they qualified to move your load and all those things about care identity. I just remember that like that was really critical and so talking about your problem a lot, that's a really big part of marketing and highway has done a great job of doing that. But I'm so glad to hear that you've had the margin and this in the time to get to know the, the departments, to get to know the product, the customers, customers to talk to them, which is so critical. When you get customers advocating on your behalf, that helps out. That makes your marketing easy as well. It makes it so much easier. So you guys are doing a lot of things right to make it as easy as possible, to be as effective as possible.
Speaker 2:Yeah, it's been a blessing and I just want to thank all the brokers who have been helpful to me, especially in my first six months at Highway. I mean it's just been a great transition for myself as a newbie, because joining a new company especially the reputation of Highway and the name brand, joining a company like this definitely brought some anxiety. Like, am I good enough? Am I like? As marketers, we always, we always think we're mediocre. It's like, oh yeah, we, we do a lot, but is it good enough? Um, but going back to that term of giving myself grace, giving myself, um, just some time to say, jesse, you are good enough. So I, I am very grateful and um, for this opportunity and just being able to work with an amazing team. It's just I can never. This is one time in my life where things are positive, like I, even though I work long hours and it's always hectic, I love my job. I, I love it.
Speaker 1:Yeah, which is awesome to hear, and I was so excited when I heard that you know you were heading there, both for the highway team to get you and for you to get a chance to work with them. That's that's pretty exciting. So I want to ask you a question about marketing, like what is your favorite thing to do in marketing? What's your favorite part of marketing, favorite discipline? If you could sit down for a day and just do one thing, what would it be? What's your go-to?
Speaker 2:Oh, that's a good question. Honestly, I do love graphic design. It's very therapeutic to me, but it is time consuming. So I love it and hate it, and especially as a one, I am still a one person marketer, but I do. I have partnered with some agencies and freelancers, and so that has helped me move projects along faster, get things executed. But I do love, honestly, I love go to markets.
Speaker 2:I love strategy, because in my head I'm like, okay, we have this thing that needs to be launched. How are we going to launch it? And so it's just a, a puzzle putting all the pieces together, making sure that you're hitting like every single channel, every every angle, and so that's always fun. But then it's very extreme and it's like, all right, now we got to go to design and get everything together so we can execute this amazing plan. So it's like I love strategy and putting the plan together. But then that middle piece of my Ooh, do I have the resources, do I have the time? Some things do fall off because it's like, okay, didn't get to it, but is it going to make a break? No, it's all good. But yeah, I do love go to markets. They're fun.
Speaker 1:So let's talk about graphic design for a second. Do you like making images? Do you like making like website designs? Do you like making videos? What you like making website designs Do you like making videos? What part of graphic design do you enjoy?
Speaker 2:I would say imagery is my favorite. I loved videos at school one point but they are so, so time consuming and so recently I, with the agency that we work with, I was like, can you guys do it? They're like, yes, I'm like, thank you. Like I can help with the storyboard and like what it should look like, but putting it all together, if you literally look at Adobe premiere or after effects and seeing all the million elements that you have to put together and video, your mind will go bazonker. So, yes, pushing that aside, but I do love like for our load log release just now.
Speaker 2:Um, I created our, our first real like product, one pager, and that was really fun to design because it was the first, and now I can take this template and replicate it for all the other products that we have. So now things can start moving. So that's one thing that we didn't really have when I started sales enablement tools like simple one sheeters on our products, and so now it's I'm getting into that groove. Okay, got the template, now I got, uh, build out the content, and then it'll be faster for me to develop um, that's cool, that's really cool, okay.
Speaker 1:So let me ask you one more question. Then we have a little fun, all right? So you also like go to market strategy, which I love. Strategizing is so much fun ideation, creating the plan, all those types of things. What is one aspect of go-to-market that you feel like people often overlook?
Speaker 2:great question actually, and this is something that we have changed since. Um, really in the last like 30, 60 days, we've added to our process at Highway. I think a lot of times people miss the internal communications but also the positioning practices. So two things that we started at Highway is one when we're coming out with a product, so each product has its own like product manager, and so we created this meeting with product myself, the product, so each product has its own like product manager. And so we have we created this meeting with product myself, the product marketer, to sit down and say, okay, what is the true value of this thing that we're going to be releasing, like, what is it the? If our audience didn't have it today, what would they be using? What are the key attributes, the benefits, the features, the value? We just sit down for an hour and a half and talk it out.
Speaker 2:This meeting then helps me create the messaging for the product, both internal and external, the product both internal and external. And a lot of times people just say, okay, we have a product, let's get it out externally to the public, but what about your internal team? What about setting up customer success and implementations and sales for success and so we're starting. Yeah, like I said, we've launched three things in the last 60 days. We've been able to really fine tune that process and so for a low block, it was more streamlined. We were able to get more assets produced.
Speaker 2:I wish we were able to tell our internal team a little faster than like 48 hours before. But, like I said, it all depends on how many people and resources that you have and right now it's myself and like one other person in product. So, but I think for go-to-markets, you really need to hone in on the messaging and how you're going to speak about it externally, but then really educating your internal team, because once you start getting those leads, they're your ground floor people. They got to hit the ground running on these leads, so if they're not educated, then it won't be as successful.
Speaker 1:Yeah, I'm so glad you mentioned it because I think that all great sales and marketing starts with the right messaging. But a lot of times people forget about the fact that there's a message for the market and there's a message for your team, and that everybody on the team needs to be speaking the same message, telling the same story, creating a lot of you know, unity in terms of that, because it matters. It matters when people call in and they want to know more questions or they want to know more about it. They hear something different or somebody doesn't know. That derails the whole process. So I love the fact that you focus on the internal messaging as well as the market messaging. I think those are two really critical aspects of it. So kudos to you for doing that, my friend.
Speaker 2:Thank you Appreciate it.
Speaker 1:All right, let's have a little bit of fun, all right. So, as you know, every once in a while we like to have a random question of the day on the show, and this is a question that our producer creates. Could be serious, could be funny, could be a really great question, could be a dud, who knows? Let's see. Today's random question of the day is what is currently changing in your life for the better? I feel like we might already know this, but what is there anything else that's changing for the better?
Speaker 2:That's a great question. I am blessed that work life is going great but honestly, what is changing for the better? It's so hard to say right now. I going a little personal, but with everything going on, especially with the weather what happened with Hurricane Helene, now Milton, I mean that really like brings it down a bit. So all I can say is work is going great. Personal life they're like eh.
Speaker 1:Well, let's just say that what's changing for the better is this new career opportunity. We'll just lean into that one again.
Speaker 2:I'm trying to think of something else.
Speaker 1:Does it hurt? Doesn't hurt at all. Um man, for me, if I were to answer that question, that's a tough one because, um, I feel like my life is changing and I don't know if it's for the better, um, in that regard, but my kids are getting older and starting to be much more adult-like, and my we took my daughter to her first college visit recently and you know she's going to be much more adult-like. And we took my daughter to her first college visit recently and she's going to be heading to college in 18 months and it's just kind of like it's becoming very real that we've raised these humans who are now going to go out in the world and do something and we hope we've done a good job. It's bittersweet because we're excited for them, but very sad for ourselves, and so, yeah, we'll just see. You know, I think. I think that's that's definitely changing.
Speaker 1:I think the other thing I would say is, being a part of this downturn in business is is a huge opportunity to learn, because, as they say, in life and in sports and in business, you don't really learn much when you win.
Speaker 1:You learn when, when you're losing, and I think a lot of us are, losing is probably the wrong word, but but it's struggling, it's a challenge right now and I'm learning a lot, and so I think you know, just counting that blessing of the things we're learning, even in tough times, makes you a better person, makes you a better leader, entrepreneur, whatever it might be. So that's good, you know. It's like I'm trying to see the silver lining in some of these situations, and this is definitely one of those times where you can either kind of sulk in it or you can learn and grow and figure something else out, and so maybe that's what I would say Changing for the better is going through a tough time and learning how to navigate through it and learning what to do differently next time. All those types of things. It's really great.
Speaker 2:Yeah, cause you're not alone, everyone is is going through some type of challenge right now.
Speaker 1:Yeah, Yep, for sure. I mean. Every market has its winners and losers. I always think about, for example, hurricane disaster relief. My brother-in-law, for many years, worked in construction equipment and whenever there was a disaster, they sold more equipment or rented more equipment because it was needed right. So it's like it's unfortunate, but they won in that time. So you always have people that win and lose in different markets, and so the the lesson is you're probably always, you're always, going to go through it at some point, and this is where some of us are going through it. We're learning from that. So good lessons to be learned by that. Well, jesse, listen. Thanks for coming on the show. I'm so happy for you and for the team over at Highway. Thanks for sharing your insights about go-to-market strategy and making that transition from one company to start fresh, and how you went about doing that. So thanks for coming on the show today.
Speaker 2:Well, thank you for having me, Trey. I really appreciate it.
Speaker 1:I know We'll see you soon. There's a couple of events coming up. We'll see you out on the road soon. I'm sure I'll see you on the road, but always looking forward to seeing you.
Speaker 2:Will you be a plug in a Broker Care Summit?
Speaker 1:We will be a Broker Care Summit. I'm not sure if this can't wait to see you and if it released after. I'm sure we had a great time, Thanks. You and Indianapolis, then I know it's going to be great. Well, Jesse, we'll talk to you real soon. My friend, Take care.
Speaker 1:Thanks, troy, bye All right, everybody, make sure that you come back every Tuesday for another episode of Standing Out with great guests like Jesse. We'll have other guests coming up on the show real soon and don't forget to catch that live episode of Standing Out. It's going to be on a Tuesday down at Women in Trucking, so it's going to be great. Coleman's going to be hosting that. In terms of that, a couple of announcements before we end the show today. Make sure you go to wreathsacrossamericaorg, our good friends over there, and partner with them. We love being a part of their Trucking Tuesday lineup every Tuesday at 6 pm Eastern time. We would love for you to partner with us. Go to wreathsacrossamericaorg forward, slash standing out and sponsor a wreath today. We would love for you to be a part of that. It doesn't cost much at all and you can make a big difference, honoring the past and teaching the future generations about the sacrifices that were made. And again, thank you to our friends over at Wreaths Across America for their partnership. We greatly appreciate that.
Speaker 1:Let me leave you with this. My friends, the tip of the week this week is that, as we talked about today on the show, great sales and marketing always starts with great storytelling, great messaging, so spend time developing your story around each product or service that you offer. And remember your company is never the hero of the story your customer is. You are simply the guide who helps them get what they want. If you need more help with your messaging, be sure to reach out to us at betaconsultinggroupcom. Schedule a call, tell us your story and we'll help you write yours. And until next time, my friends, don't forget.
