Most logistics companies treat marketing as a reactive afterthought, something you scramble to prep before a trade show. Stephanie Alter argues that mindset is now costing them business they never even see. Roughly 80% of logistics buyers research and vet partners online before any contact, and a growing share start that discovery inside ChatGPT, Gemini, and Perplexity. If your company is not getting cited in those answers, you are being filtered out before the first conversation.
In this episode of the Last2First Podcast, host Jason Burns sits down with Stephanie Alter, founder and CEO of Alter Marketing, a niche agency focused exclusively on freight, transportation, and logistics. Before marketing, Stephanie spent over a decade teaching in New York City public schools, and she credits those soft skills for her success today. She breaks down how last mile and logistics companies should actually approach marketing, and why the ones who move now will own discovery for years.
They get into why 80% of buyers research online before any contact, how to get your brand cited in AI search through answer engine optimization, how to think about marketing as a percentage of revenue, why email delivers the highest ROI, and why the content marketing flywheel takes 9 to 12 months to work but compounds for years. Stephanie also makes the case for real people over stock photos, why founders need to show up on camera, and shares the proof point of a company that paused its full content spend for 18 months while the engine kept delivering the same volume and quality of leads. She closes with her own last to first moment: saying yes to the second account and learning to lean in before she had all the answers.
What is Last2First Podcast?
Welcome to Last 2 First, the podcast dedicated to exploring the final mile in logistics and the unique challenges faced by business owners in this vital industry. Each episode features insightful conversations with industry experts, entrepreneurs, and thought leaders who share their experiences, strategies, and innovations shaping the future of final mile delivery.
Join us as we dive into topics like optimizing delivery routes, enhancing customer satisfaction, navigating regulatory hurdles, and leveraging technology for efficiency. Whether you're a seasoned logistics professional or a business owner looking to improve your operations, Last 2 First offers valuable insights and actionable advice to help you lead your business to success.
Tune in and discover how to turn the last mile into your first priority!