In "Vanity Metrics Don't Move Freight: Building Real Pipeline in Freight-Tech", Joe Lynch and Jim Waters, Fractional CMO and Founder of FreightTech (marketing), discuss how marketing must shift from a tactical cost center to a strategic operating system that drives real revenue.

About Jim Waters

Jim Waters is a Boston-based B2B marketing executive with a proven track record of building robust sales pipelines. His passion lies in driving meaningful conversations, understanding customer pain points, and creating compelling content that generates active pipeline velocity. A results-driven innovator, Jim was an early employee at both FRAYT and Tive, where he spearheaded Global Marketing. Jim's entrepreneurial spirit led him to build successful marketing teams at Coveo, (CVO.TO), FAST (MSFT) and StreamServe (NASDAQ: OTEX). He earned an MBA from Northeastern University and is now Founder of FreighTech Advisors fractional CMO and advisor services to companies in the Logistics Technology industry.

About FreighTech

FreighTech is a company that delivers fractional CMO consulting, content development, marketing and advisory services specifically to logistics technology businesses. The company was founded in 2023 by Jim Waters, a logistics and supply chain marketing veteran.

Key Takeaways: Vanity Metrics Don't Move Freight: Building Real Pipeline in Freight-Tech

In "Vanity Metrics Don't Move Freight: Building Real Pipeline in Freight-Tech", Joe Lynch and Jim Waters, Fractional CMO and Founder of FreightTech (marketing), discuss how marketing must shift from a tactical cost center to a strategic operating system that drives real revenue.
FreighTech's Specialization: Founded in 2023, FreighTech provides fractional CMO consulting and marketing advisory services specifically for logistics technology businesses. Jim Waters leverages his deep industry experience (having scaled companies like Tive and Frayt) to help growth-stage startups turn marketing from a cost center into a revenue-generating engine without the overhead of a full-time executive.
Marketing as a Portfolio: Jim argues that marketing should be treated as an investment portfolio, not a one-off cost. Just like a financial portfolio or a fitness routine, it requires time and consistency. Companies often fail because they "micromanage" their marketing, expecting an immediate ROI within two weeks, rather than allowing for the 6–9 month cycle often required to see real pipeline growth.
The Death of the Cold Call and the Rise of "Stalking": The traditional sales model of making 100 cold calls a day is losing effectiveness because buyers now screen calls and conduct their own research online. Joe and Jim discuss how the buying process starts long before the sales process, with potential customers "stalking" a company's content on LinkedIn, YouTube, and podcasts for up to a year before ever engaging with a salesperson.
Navigating the 2026 Visibility Shift (SEO, GEO, and AEO): Visibility in 2026 requires more than just traditional Search Engine Optimization (SEO). Jim introduces two critical new concepts:
- GEO (Generative Engine Optimization): Ensuring your brand is cited by AI engines like ChatGPT and Gemini as a subject matter expert.
- AEO (Answer Engine Optimization): Structuring content to directly answer binary buyer questions (e.g., "How do I improve ROI in logistics marketing?").
The "Revenue Engine Blueprint" Basics: Before scaling, companies must master the basics. Jim emphasizes that a "blueprint" requires a clear understanding of the Total Addressable Market (TAM) and a refined Ideal Customer Profile (ICP). Without knowing exactly who you solve problems for, adding expensive tech stacks like Salesforce or HubSpot is simply "accelerating into a wall."
The Danger of "Chainsaw" Customers: Jim shares a cautionary tale from his time at Tive about a salesperson wanting to tape a high-end tracker to a chainsaw to prevent theft. While any revenue is tempting, Jim warns that chasing customers outside your ICP is not repeatable or scalable. True growth comes from "niching down" to focus on fans and specific verticals (like Pharma or Cold Chain) rather than trying to be everything to everyone.
Multiplying Reach through a Distribution Engine: Content is only half the battle; the other half is a distribution engine. This involves using a "one-to-many" strategy—leveraging partners, PR, and podcasts to amplify a single piece of high-quality thought leadership. By turning one conversation into video clips, articles, and social posts, companies build the authenticity and trust necessary for modern freight-tech sales.

Learn More About Vanity Metrics Don't Move Freight: Building Real Pipeline in Freight-Tech

Jim Waters | Linkedin

FreighTech | Linkedin

FreighTech

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August 2009