The FreightTech GTM Playbook

Start with behavioral signals, not static lists. Event sponsorship, hiring patterns, funding rounds, competitor moves, and social activity all reveal intent before a company fills out a form. The companies that exhibit at Manifest, hire supply chain leaders, or expand logistics operations are showing you they have budget and urgency.

Build a dossier on the company: size, revenue, industry position, tech stack, recent news. Confirm ICP fit — is this company actually a buyer for what you sell? Score and tag as enterprise, mid-market, or SMB. Hot, warm, or cold. If they don't pass muster, drop them and move on. Don't waste cycles on bad fits.

Check email history with this account. Review CRM deal history — any prior engagement, proposals, meetings? Understand what's been said, what worked, what didn't, what promises were made. Without this context, you're throwing darts blindfolded. With it, you have real ammo for every conversation.

Map the decision maker, champion, influencer, gatekeeper, and user at every target account. Research each person: role, background, what they care about. Hypothesize approach for each — why does their company need you, what does THIS person specifically value, are they the easy target or the blocker? This is where generic outreach dies and precision begins.

From the committee map, identify the ONE person who approves budget. For deals under $50K: usually VP or Director level. For deals over $100K: usually C-suite. For enterprise: may need board or committee approval — identify the chain. Tag the decision maker in pipeline for priority outreach.

Cold contacts get sequences with personalized hooks drawn from signal data. Warm contacts get contextual follow-ups referencing past interactions. Positive repliers get bespoke, relationship-driven nurturing — no sequences. Every email must feel like it was written by a human who did their homework. CEO gets ROI narrative. VP gets operational value. Director gets implementation ease.