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[EO Atlanta] B2B Marketing and Lead Conversion in Supply Chain With Kara Brown

Kara Brown

Kara Brown

Kara Brown is the Founder and CEO of LeadCoverage, a B2B marketing firm specializing in lead generation for the supply chain space. She has an impressive marketing background and was one of the early employees at Echo Global Logistics. Under her contribution, Echo exhibited rapid growth, leading to its successful public listing in 2009.

Beyond her work at LeadCoverage, Kara continues to make career strides, demonstrating her communications prowess while managing a significant crisis at a Nashville-based supply chain management company. In her move to Atlanta in 2016, she fostered business growth and played an instrumental role in cultivating the city’s female entrepreneurs. She also co-founded CloseHer, an initiative aimed at establishing a supportive community for women in sales.


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Here’s a glimpse of what you’ll learn:

  • Kara Brown talks about LeadCoverage and how it helps clients
  • Why Kara chose to focus on the supply chain niche only
  • What made Kara start her own company?
  • The evolution of Kara’s service offerings
  • How Kara attracts and hires great talent
  • Kara discusses LeadCoverage’s core values
  • The three main things you should measure in your marketing and sales funnel
  • What are some mistakes people make with cold outreach?
  • The importance of being proactive and following-up

In this episode…

Navigating the world of B2B marketing and lead generation in the supply chain market requires a deep understanding of client needs, innovative strategies, and effective follow-up techniques. Kara Brown, a seasoned marketing professional and the Founder and CEO of LeadCoverage, has demonstrated unrivaled expertise in these areas as she helps clients boost their marketing ROI, secure valuable leads, and drive business growth.

So what does it take to thrive in the challenging and competitive landscape of B2B marketing in the supply chain sector? According to Kara, the key lies in crafting targeted public relations, developing a data-driven demand generation strategy, and ensuring timely follow-ups with leads. This approach not only helps businesses improve lead conversion rates but also enables them to maintain a strong and consistent brand presence in the market.

Join Jeremy Weisz, host of the Rising Entrepreneurs Podcast, in a captivating conversation with Kara Brown, Founder and CEO of LeadCoverage, a B2B public relations and demand generation agency specializing in the logistics and supply chain space. Kara shares her insights on the importance of effective cold outreach, maximizing trade show and webinar success, and leveraging account-based marketing to improve lead generation and conversions in the supply chain industry.

Resources mentioned in this episode:

Sponsor for this episode…

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Episode Transcript

Intro 0:02

Welcome to the Rising Entrepreneurs Podcast where we feature top founders and entrepreneurs and their journey. Now let’s get started with the show.

Jeremy Weisz 0:13

Dr. Jeremy Weisz here founder of inspiredinsider.com where I talk with inspirational entrepreneurs and leaders today is no different. I have Kara Brown of LeadCoverage. And Kara before I formally introduce you, I always like to point out other episodes, people should check out of the podcast since Kara is also in EO, I always like to mention my friends in EO, Ethan of Zeus. You know, Ethan?

Kara Brown 0:37

I do. He is awesome. Yeah.

Jeremy Weisz 0:40

He’s great. We have an interview with him. Robert Hartline, also EO Nashville is, was on the podcast, and there’s been several awesome, actually, Zach Wilcox. EO Chicago is in the logistics industry. And that’s what Kara and her company specializes in. So Zach, you have to check this one out. Because always lead generation demand gen tips for logistics homes or anyone is going to be helpful. So check those out, and many more on inspiredinsider.com. And this episode is brought to you by Rise25 and Rise25. We help businesses give to and connect to their dream 100 relationships and partnerships. How do we do that we actually run your podcast or an easy button for a company to launch or on a podcast. We do the strategy, the accountability, the full execution, and production behind a podcast we call ourselves the magic elves that are behind the scenes making everything happen. You know, for me, the number one thing in my life is relationships. I’m always looking at ways to give to my best relationships. And I found no better way over the past decade to profile the people in companies I most admire and share with the world what they’re working on. So if you’ve thought about podcasting, you should if you have questions, go to rise25.com to learn more. And today I have Kara Brown she’s CEO of LeadCoverage, which executes lead generation for the specifically for the supply chain space. And Kara has a long storied career in marketing, including being one of the first employees at Echo Global Logistics, actually, which is here in Chicago. So I heard about them early on, Kara, and they grew really quickly. I mean, you know, because you were one of the first employees at Echo Global and they went public. And actually, your name is on the company’s 2009 IPO press release. So, Kara, thanks for joining me.

Kara Brown 2:34

Yeah, it’s my pleasure. Thanks so much trip down memory lane for my friends I started with.

Jeremy Weisz 2:38

Yeah, I want to, I want to talk about what you learn at Echo global at some point, but talk about LeadCoverage and in what you do.

Kara Brown 2:45

Yeah, so LeadCoverage, we do demand gen, analyst relations, and public relations, really only for the supply chain market. But what we do and what we’ve learned and the execution that we do for our supply chain clients can be used in any b2b space.

Jeremy Weisz 3:02

So you know, I could see why because you know, you were at a global you went to another one, I think, early on, was in Atlanta. And, I mean, you’ve worked at a number of them. And I’m curious, does it was Did it take some discipline to stick in that niche? I’m wondering if you had other inquiries, you know, feel like, Oh, you’re doing this for them? Can you help me, but it seemed like you stayed pretty disciplined in that.

Kara Brown 3:32

Yeah, I’m not sure in my corporate career, if it was intentional, actually, I’m pretty sure it wasn’t intentional in my 20s. I wasn’t like, oh, I can’t wait to be a supply chain demand gen marketer when I grow up, it was definitely not a strategic plan. I think post echo IPO, I got picked up by an air freight forwarder. And then from an air freight forwarder, to a contract logistics company. And then from contract logistics to garbage brokerage, which was different, but kind of similar. And I think the value of the niche, I understood very early on, that the marketing skills or the finance skills or the strategy skills that one acquires as a corporate employee are transferable. But the the niche knowledge and the ability to create relationships in a very specific niche is something that I tell a lot of people as they’re starting out, like, hey, it’s just worked for me, right? Also super helpful, that the niche that I’m in is a $2 trillion market. So we didn’t pick a small one, which was which was fantastic. For me, personally, and for the business, but I actually just got back from a phenomenal trade show last week in Orlando, and what I think is really valuable about being in a niche is I’m having a conversation with them. I’ve never met before the huge space that a client walks by. And I was like, Oh, actually, like, this person right here could give you a recommendation right here. And the guy’s like, Oh, she’s amazing. And you should work with her. And we’ve been working together for five years. So the ability to sort of be in one place in one space, and do what we do really well perfect it and then share it with a $2 trillion space and awesome.

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