You built the better product. Buyers just haven’t heard of it yet.

Discovery Marketing puts your software in front of the buyers comparing tools right now, on Google, in AI answers and on LinkedIn, and builds the pages that turn a search into a booked demo.

Book a 30-minute call with Andy

You get your own rate, agreed before we start. Begin with a $500 ten-day test.

DanaFounder, Laneboard · Fulton Market, ChicagoA composite character. Her story shows exactly how we work.

She ran a dispatch desk off a whiteboard and three spreadsheets.

Her dad drove a truck out of a yard near Midway. At 19 she took a job answering phones at a small carrier in Bedford Park, and by 25 she was running its dispatch desk with a whiteboard, three spreadsheets and a lot of phone calls.

The software built for big fleets cost too much and took months to learn, so small carriers went without. She taught herself to code at night, built the tool she wished she’d had, and quit to sell it: Laneboard.

She knows dispatch inside out. Selling software is a different job.

Archer Heights, 2019. Version one, after a dispatch shift.

Fleets that see a demo usually buy. There just aren’t enough demos.

Customers who try Laneboard stay. Outside her old dispatch network, almost nobody has heard of it.

Every week, another fire.
She ships, sells and answers support. Cold email was supposed to fill the gaps, but 73% of B2B buyers actively avoid suppliers who send irrelevant outreach.
Gartner B2B buyer survey, 2025
Best dispatch software for a 14-truck fleet?
Here are some popular options:
1. Enterprise suite
2. All-in-one app
3. Freight marketplace
Laneboard: not mentioned
The big names are everywhere.
Enterprise suites run trade-show booths and sales teams of hundreds. All-in-one apps buy the top of every search. When a fleet owner asks Google or an AI assistant, those are the names they hear.
Referrals have a ceiling.
Old coworkers signed up first. Then their friends at other carriers. It grew, slowly, and stopped at the edge of the people who already knew her.
Busy, but not growing.
She tried search ads on her own. Clicks got pricier and demos stayed flat. Across B2B SaaS, the cost of winning each dollar of new-customer revenue rose 14% in 2024.
Benchmarkit B2B SaaS Performance Metrics Benchmarks, 2025

She knows how to build software. She doesn’t know how fleets find it. So she keeps demoing whoever already knows her name.

Being better isn’t the same as being shortlisted.

Software buyers do their homework alone first: search, AI answers, review sites and colleagues. By the time they talk to anyone, the shortlist is set. A product that isn’t on it never gets the demo.

dispatch software for small fleetsUnited States

1Enterprise suite
2Review-site roundup
3All-in-one app
95% of the time, buyers chose a vendor from their day-one shortlist.6sense B2B Buyer Experience Report (vendor), 2025
4Freight marketplace
5Free template
12Laneboard4.9 stars · 23 reviews

Illustration. Competitor names are hidden on purpose.

79% of first conversations between buyers and sellers were started by the buyer. 6sense B2B Buyer Experience Report (vendor), 2025
51% of B2B software buyers now start their research with an AI chatbot more often than with Google. G2, The Answer Economy (vendor), 2026
13 people inside the buyer’s company weigh in on a typical purchase, plus nine outside influencers. Forrester, The State of Business Buying, 2026

And 61% of B2B buyers say they prefer a buying experience with no sales rep at all (Gartner, 2025). So the website and the ads have to answer the hard questions before the founder ever gets on a call. We’ll never promise a ranking or an AI mention; nobody can buy one.

Then Dana met Andy.

A founder friend from her coworking space sent her one of Andy’s videos about great products nobody has heard of. She booked a call between two demos, mostly to prove ads don’t work for B2B.

Andy Bedell taking notes while a business owner walks him through the business. — **Andy Bedell**Founder, Discovery Marketing

Andy spent four years marketing executive education at the University of Chicago Booth School of Business: high-consideration programs sold to busy executives, across Google, LinkedIn and direct mail. The job was making real expertise easy to choose, without cheapening it.

B2B software sells the same way: a careful buyer, colleagues weighing in, and proof required at every step. Andy also had early access to ChatGPT ads, and his team builds a test landing page in about two hours.

Career stats
Where	What happened
UChicago BoothExecutive Education · 4 years	Managed budgets above $20 million a year across Google, LinkedIn and direct mail.
KeySmartJoined 2015	Took daily sales from about $5,000 to $25,000 within a week, then helped the company reach a peak near $35 million a year.
Selling to executives	At Booth, every enrollment was a considered decision by a busy executive. B2B software runs on the same muscles: answer the hard questions early, prove every claim, and follow up without pestering.
Career	$200 million+ in managed ad spend.

One short call. A demo page two hours later.

Andy asked how fleets buy, what they compare and why they switch. Two hours later Dana had a link to a landing page with one job: booking demos. Every request lands in the CRM her team already uses.

Before A homepage written for investors, and a “Contact sales” form that emailed a shared inbox.

Dispatch software built by a dispatcher.For fleets of 5 to 50 trucksBook a 20-minute demo

Load boardLive driver trackingOne-click invoicingWorks with your ELDs

How long does switching take?

Does it work with my ELDs?

What does it cost per truck?

Demo times

Tue 10:00Wed 1:30Thu 9:00

You’re booked. A calendar invite is on its way. Bring your toughest dispatch question.

Fictional company. Your test page typically arrives about two hours after your call.

Before we write a word, we read what customers already say.

Every claim on the new page came from somewhere real:

Public reviews. On software review sites and app stores, sorted by what customers praise and what nearly stopped them from buying.
Win/loss notes. Why fleets chose Laneboard, and why some chose someone else, straight from her CRM.
Her call with Andy. Thirty minutes on who the product is for, and who it isn’t for.
The competition. What the big suites promise, what they charge, and what their own customers complain about.

Whoever built this has clearly worked a dispatch desk.

Gets it

We were running loads on it by Thursday.

Fast setup

I called support and a person who knew trucking picked up.

Real support

Finally, software that doesn’t assume we have 500 trucks.

Gets it

Our drivers figured out the app without a training day.

Fast setup

They built the report we asked for in two weeks.

Real support

Composite excerpts written for this illustration, not real reviews.

Three things kept coming up.

Gets it: Built by someone who ran a dispatch desk, so every screen matches how small fleets actually work.
Fast setup: Fleets are running loads within days, not after a six-month rollout.
Real support: A person who knows trucking answers the phone, and customer requests show up in the product.

Now run the plays.

Pages that answer a buyer’s questions before the demo. Then campaigns that reach fleets comparing software right now, on Google, in ChatGPT and on LinkedIn.

Every page makes the same three promises.

An owner with five trucks and an operations manager with fifty want different things. Each page shows how Laneboard’s three strengths help that buyer, in their own words.

Gets itScreens built for five trucks, not five hundred.

Fast setupSign up Monday, dispatch on it by Friday.

Real supportCall, and a person who knows trucking picks up.

Buyers can compare tools and book a demo in one chat.

Her site is built so AI assistants like ChatGPT can read Laneboard’s features, integrations, pricing and demo times, then finish the booking. The demo lands on her calendar and in her CRM.

I run 14 trucks out of Joliet and we dispatch off spreadsheets. What software should I look at that won’t take months to set up?
Laneboard is built for fleets of 5 to 50 trucks, lists its ELD integrations and per-truck pricing online, and says most fleets are set up in days.
There’s a 20-minute demo Wednesday at 1:30 PM. Want me to book it?LaneboardProduct demo · Wed, 1:30 PM4.9 · Chicago
Yes, book it.
Done. A calendar invite is on its way, and Dana’s team already has your fleet size.

Meet buyers at the search.

Someone typing “dispatch software for small fleets” is shopping now. Google Ads put Laneboard at the top of those searches, including the ones that compare tools, with an ad that answers the search and a page built for it. Pick a search:

Show up where buyers ask AI.

ChatGPT now shows ads, and software companies can buy them. When a fleet owner asks which dispatch tools to consider, a labeled Laneboard ad can appear below the answer. Meanwhile, clear pages, comparisons and honest reviews give the answer itself something accurate to say.

ChatGPT ads are labeled Sponsored, sit apart from the answer, and show only to adults on its free and Go plans. Ads don’t change what ChatGPT answers, so we never promise a mention.

What dispatch software should a 14-truck fleet look at?
SponsoredLaneboardDispatch software built by a dispatcher, for fleets of 5 to 50 trucks. Most fleets are set up in days. Book a 20-minute demo.

Ask every customer. Reply like a founder.

Every customer gets the same review request, happy or not, because the FTC’s 2024 rule bans buying or suppressing reviews and review sites expect it. It matters more than ever: when buyers check an AI answer, a citation from a software review site is the signal they trust most.

G2, The Answer Economy (vendor), 2026

Setup was quick, but the invoicing export broke twice in one month.

Reply from the owner

That’s on us, and thank you for flagging it. The export fix shipped Tuesday. I’d love 15 minutes with your team to make sure it’s working. — Dana

Illustration of a calm, professional reply.

Most buyers don’t book on the first visit. Follow up.

Software buyers come back many times before they talk to anyone, and they bring colleagues. So Laneboard stays in front of the people who’ve shown interest, with their permission: a case study here, a webinar there, and a demo link whenever they’re ready.

MondayGoogle
Searches “tms alternatives for small fleets.” Reads the comparison page. Doesn’t book yet.
TuesdayLinkedIn
Sees a 60-second case study: a 12-truck fleet that switched in a week. Shown because they visited and accepted cookies.
WednesdayEmail
Downloaded the switching checklist, so gets the one email they signed up for, with a one-click unsubscribe.
ThursdayWebinar
Their operations manager joins Dana’s 30-minute live demo with three other fleets.
FridayLaneboard’s site
Books a demo for the whole team.

Buying cycles in 6sense’s survey averaged about 10 months in 2025, so one visit is rarely the last. Retargeting follows each visitor’s cookie choices, and every email honors opt-outs under CAN-SPAM.6sense B2B Buyer Experience Report (vendor), 2025; FTC CAN-SPAM Act compliance guide

Then the demo calendar started filling.

Qualified demos / month, before9

Qualified demos / month, after38

Illustrative figures from Dana’s composite story. Not a typical or guaranteed result. Your numbers depend on your category, price, sales cycle and market.

Demos stopped depending on who Dana knew. Buyers showed up having read the comparison page. And for the first time, her CRM showed which searches and campaigns turned into paying fleets.

Then we made the videos buyers actually watch.

No stock footage, no buzzwords. Dana showing the product the way she’d show a friend, a straight comparison with the old way of working, and the team that answers the phone. Customers appear only with their written permission.

How-toDispatch a load in 90 seconds

Old way vs. newWhiteboard dispatch or one screen?

WarmthMeet the people who answer support

Concept frames from Dana’s composite story.

From a founder’s phone book to a full pipeline.

Year 1 Forty fleets, all from her network.
Every customer knew Dana or knew someone who did. Nights went to support tickets and demos she ran herself.
Year 2 Demos that book themselves.
Comparison pages, search ads and a demo flow that drops into her CRM. Dana hires a customer success lead to onboard new fleets.
Year 3 A seller who speaks trucking.
The pipeline outgrows one founder, so she hires an account executive who spent ten years on a dispatch desk.
Year 5 A second office and a full board.
Support and onboarding move into the space next door. Her parents still drop by, and her dad tells the engineers how dispatch really works.

The dispatcher who taught herself to code now runs a software company that grows past her own phone book.

Her one regret: she waited for word of mouth to scale.

Got an idea? We test it before we bet on it.

Dana wanted to swap “Book a demo” for a free 14-day trial, so fleets could try Laneboard before talking to anyone. Andy liked it, but the demo page was already working. So they ran a test: half of visitors saw each version, and both groups were tracked all the way to paid accounts in her CRM.

More than 60% of business buyers now make use of a trial.Forrester, The State of Business Buying, 2026

A “Book a demo”

Visitors: 1,000
Sign-ups: 100
Per 100: 10.0

B Her idea: “Start a free 14-day trial”

Visitors: 1,000
Sign-ups: 120
Per 100: 12.0

Winner: B. 12 sign-ups per 100 visitors instead of 10, and trial users became paying customers at the same rate. That’s 20% more new accounts from the same budget.

Illustrative test from Dana’s story. We call a winner when the difference holds up statistically and in your CRM, not when one page is ahead for a day.

Software buying follows the budget calendar.

Few companies buy software on impulse. They buy when budgets open, before budgets expire, and after they’ve met you somewhere. So the campaigns follow each customer group’s calendar, and the spend follows the pipeline.

January
Budgets reset
For companies on a calendar fiscal year, new budgets open in January. Campaigns lead with comparison pages and the cost math buyers bring to planning meetings.
Spring & fall
Show season
Many industry conferences land in spring and fall. We build a page for each show and follow up with the booth visitors who asked to hear from you.
Jul & Oct
Fiscal years flip
Not every buyer runs on the calendar. Forty-six states start their fiscal year July 1, and the federal government October 1. We find each group’s budget month in your CRM and time the push to it.
Year-end
Use it or lose it
Budgets that expire get spent: federal agencies’ spending in the last week of the fiscal year has run nearly five times the weekly average. For calendar-year buyers, that week falls in December.

Sources: NASBO state budget calendar, 2026; 31 U.S.C. § 1102 (federal fiscal year); Liebman and Mahoney, American Economic Review, 2017.

It’s a product roadmap, not a launch.

You don’t ship version one and stop. Marketing works the same way. Ads wear out, competitors copy your positioning, platforms change their rules, and new AI tools arrive every month. We check on it every day, so you can build the product.

What we watch, every day

Cost per demo and pipeline, matched to how many demos your team can take.
Broken forms, calendar links and CRM syncs. If something breaks, ads pause until it’s fixed.
Competitor launches, pricing changes and new ads in your category.
Fresh creative before the old videos stop working.
Platform and policy changes, from Google’s trademark rules to ChatGPT ads.

It starts with a 30-minute call.

From “book a call” to campaigns that run while you ship product.

1 minute
Book a call
Pick a time on Andy’s calendar. Tell us what you sell and who buys it.
Before the call
We study your product
Your site, your reviews and your competitors, plus your win/loss notes and numbers if you share them.
30 minutes
A call with Andy
Who buys, why they switch, what a customer is worth, and what has and hasn’t worked so far.
About 2 hours
A test landing page
One page with one job, booking demos or starting trials, written from what your customers already say.
Kickoff
Agree on the goal
Cost per demo, customer acquisition cost or payback period. That’s the number we answer to.
10 days
The $500 test
$50 a day on the channels that fit your buyer, paid straight to the platforms.
While it pays
Scale carefully
When demos turn into customers for less than they’re worth, we raise the budget step by step. When they don’t, we tell you to spend less.
Always
Measure in your CRM
Closed revenue, not clicks. With consent, closed deals flow back to the ad platforms as offline conversions.

Book a 30-minute call with Andy

Here’s how we get paid.

You get your own rate, agreed before we start, and it goes down as your spend grows. Ask Andy for your number. Everything below is included, and the ad money goes straight to the platforms.

Your rate is agreed before we start and steps down as your monthly ad spend grows. Ask Andy for your number.

Included in your rate

Landing and comparison pages
Demo and trial sign-up flows
Video production
Copywriting with every claim checked
Customer, review and win/loss research
Google keyword research, including competitor terms
ChatGPT, LinkedIn and Meta campaigns
Daily budget management
CRM and offline-conversion tracking setup
Fresh creative before ads wear out
Ongoing A/B testing
Seasonal planning

Keep your site, app and CRM. We add the landing pages, comparison pages, demo flows, creative and campaigns around them, and every lead goes into your CRM.

Not ready for a full program? Start with the $500 ten-day test and decide with real numbers. Plan it on a call with Andy.

See exactly how our pricing works.

Nothing goes out that a competitor’s lawyer could pick apart.

Comparison marketing works because it’s specific, and specific claims have to be true. Every claim is backed by something real, approved by you, and checked before it runs.

Comparisons are truthful and backed by evidence we can show, as the FTC’s policy on comparative advertising and the Lanham Act’s false-advertising rules require.
Competitor names can be keywords under Google’s trademark policy. We keep their trademarks out of our ad text and never imply a connection.
Customer logos, quotes and case studies only with written permission, with any incentive disclosed and results that are representative, per the FTC’s Endorsement Guides (2023).
No fake, bought or filtered reviews: every customer gets the same request, as the FTC’s 2024 consumer review rule and the review sites’ own guidelines require.
Tracking follows each visitor’s choices under GDPR and ePrivacy rules in Europe and California’s CCPA, which now covers business contacts too. Every email meets CAN-SPAM, which has no B2B exception.

Dana and Laneboard are composites, and this page tells you so. We are not your lawyer; your counsel has the final word.

Dispatch software is just the start.

B2B platforms, vertical software for any industry, AI tools, developer tools and apps. Different buyers, same playbook: find what makes your product better, prove it, and put it in front of the people comparing tools right now.

Book your call with Andy.

Thirty minutes on your product, your buyers and your numbers. Your test landing page typically arrives about two hours later.

Your own rate, agreed before we start
Keep your site, app and CRM
Start with a $500 ten-day test

Calendar not loading? Open it in a new tab.

Ready now? Book a 30-minute call with Andy.

Not a software company? See home services, medical practices or everything we do.

Not your industry? See every industry we serve.

You built the better product. Buyers just haven’t heard of it yet.

She ran a dispatch desk off a whiteboard and three spreadsheets.

Fleets that see a demo usually buy. There just aren’t enough demos.

Every week, another fire.

The big names are everywhere.

Referrals have a ceiling.

Busy, but not growing.

Being better isn’t the same as being shortlisted.

Then Dana met Andy.

One short call. A demo page two hours later.

Before we write a word, we read what customers already say.

Three things kept coming up.

Now run the plays.

Every page makes the same three promises.

Buyers can compare tools and book a demo in one chat.

Meet buyers at the search.

Show up where buyers ask AI.

Ask every customer. Reply like a founder.

Most buyers don’t book on the first visit. Follow up.

Then the demo calendar started filling.

Then we made the videos buyers actually watch.

From a founder’s phone book to a full pipeline.

Year 1 Forty fleets, all from her network.

Year 2 Demos that book themselves.

Year 3 A seller who speaks trucking.

Year 5 A second office and a full board.

Got an idea? We test it before we bet on it.

Software buying follows the budget calendar.

Budgets reset

Show season

Fiscal years flip

Use it or lose it

It’s a product roadmap, not a launch.

What we watch, every day

It starts with a 30-minute call.

Book a call

We study your product

A call with Andy

A test landing page

Agree on the goal

The $500 test

Scale carefully

Measure in your CRM

Here’s how we get paid.

Included in your rate

Nothing goes out that a competitor’s lawyer could pick apart.

Dispatch software is just the start.

Book your call with Andy.