How to Generate Leads in Freight Forwarding Companies

When you think about global trade, freight forwarding might not be the first thing that comes to mind. But behind every product that crosses oceans and borders, there’s a hidden force making it all happen—freight forwarders. They’re the unsung heroes that keep goods moving, ensuring that the world feels a little bit smaller and a whole lot more connected.

Let’s think about Amazon for a moment. They’ve conquered the e-commerce sector by mastering logistics—every package arriving at your door with precision and speed. Now, imagine applying that same level of mastery to the B2B freight forwarding industry. What if freight forwarders could take a page from Amazon’s playbook? Could those same strategies help generate leads for freight forwarders to drive growth?

The Role of Freight Forwarders in a Connected World

Freight forwarding is so much more than just moving things from point A to point B. It’s a lifeline for businesses, a key player in the logistics world that keeps economies running smoothly. Without freight forwarders, international trade would come to a standstill, supply chains would break down, and companies around the globe would be left scrambling. These are the people and companies making sure that trade continues to flow—but that also means they have their fair share of challenges, especially when it comes to finding new clients.

In today’s hyper-competitive logistics market, freight forwarders are facing a whole host of hurdles. From the rapid rise of digital platforms to the complex web of customs regulations, it’s not an easy road. Add to that the well-known struggles of B2B sales, and you’ve got a tough task on your hands when it comes to generating high-quality leads. But here’s the good news: the global freight forwarding industry is growing fast. More and more businesses need efficient, reliable logistics solutions, which means there are plenty of opportunities to tap into—if you know where to look.

So, how do you take advantage of these opportunities? How does your freight forwarding company stand out, attract the right clients, and fuel the growth that will set you apart from the competition?

It all starts with generating the right freight leads.

Effective Freight Lead Generation Strategies for Freight Forwarding Companies

Now, to do that, let’s take a look into the effective strategies to generate the leads necessary to fuel your growth and outpace the competition.

#1 Developing Industry-Specific Value Propositions

The first thing you need to do is to identify your Unique Selling Points (USPs). These are the aspects of your service that make your business stand out from competitors. For freight forwarders, USPs might include things like:

• Specialization in Certain Types of Cargo: If your company has expertise in handling specific types of goods, such as hazardous materials, oversized cargo, or temperature-sensitive items, this is a strong USP. Clients with specialized shipping needs will look for providers who understand the unique challenges associated with their products.
• Global Network: Having a well-established global network of partners and agents can be a major advantage. This allows you to offer reliable services in more regions, which is particularly appealing to businesses involved in international trade.
• Speed and Reliability: If your company consistently delivers goods faster or with fewer delays than competitors, this is another key selling point. In the freight forwarding industry, where timing is crucial, being able to promise and deliver quick, reliable shipments is a big draw for clients.

Understanding what sets your business apart from competitors allows you to craft a value proposition that resonates with your target audience. 

Beyond general freight forwarding services, consider creating niche-specific solutions tailored to particular industries or types of cargo. By offering solutions tailored to specific industries or markets, you can attract clients who need more than just standard freight services. For instance:

• Pharmaceutical Logistics: Companies in the pharmaceutical industry require strict temperature control and compliance with regulatory standards. By developing services that specifically cater to these needs—such as temperature-controlled containers and real-time tracking—you can position your company as a preferred partner for pharmaceutical companies.
• E-commerce Fulfillment: With the rise of e-commerce, there’s increasing demand for fast, reliable shipping. If your freight forwarding company can provide solutions that integrate with e-commerce platforms and offer last-mile delivery services, you can capture a significant share of this growing market.

#2 Leveraging Digital Freight Marketplaces and Platforms

Digital freight marketplaces are online platforms where shippers and carriers connect. For freight forwarders, these platforms offer an easy way to reach new clients. By optimizing your presence on these platforms:

• Keep Your Profile Updated: Ensure that your company’s profile is complete and up-to-date with your latest service offerings, contact information, and client testimonials. A well-maintained profile makes a strong first impression and builds trust with potential clients.
• Showcase Client Testimonials: Positive feedback from past clients can greatly influence new prospects. Highlight testimonials that reflect your strengths, such as reliability, customer service, and successful delivery records.
• Utilize SEO Tactics: Within these platforms, use keywords that your target clients might search for, such as “reliable international shipping.” This improves your visibility when businesses search for freight forwarding services.

#3 Capitalizing on Supply Chain Disruptions

Position your Freight Forwarding company as a problem solver. Supply chain disruptions—whether due to political events, natural disasters, or pandemics—create challenges for businesses that need to move goods quickly and efficiently. The Read Sea crisis this 2024, for example, has disrupted the global supply chain which forced the ships to avoid the Suez Canal. 

Freight forwarders who can offer solutions during these times can gain a competitive edge. Here’s how:

• Flexibility: Be ready to provide alternative shipping routes or modes of transport when traditional methods are disrupted. For instance, if air freight is delayed due to airport closures, you might offer expedited sea freight or road transport as alternatives.
• Expertise in Crisis Management: Demonstrate your ability to handle unexpected challenges, such as rerouting shipments around a closed port or navigating new regulations after a policy change. Businesses are more likely to choose a provider they believe can handle whatever comes their way.

During disruptions, communication is key. Keeping your clients informed about potential delays or changes helps maintain their trust and confidence in your services. You can achieve this through:

• Regular Updates: Provide frequent updates on the status of shipments and any potential delays. Use email notifications, phone calls, or even a dedicated customer portal to keep clients in the loop.
• Transparency: Be honest about the challenges you’re facing and the steps you’re taking to mitigate them. Clients appreciate transparency and are more likely to stick with a provider who is upfront about issues.

See how Callbox’s lead generation campaign generates customers for a supply chain company.

#4 Offering Supply Chain Visibility and Transparency

Today’s clients expect real-time visibility into their shipments. By integrating technology into your operations, you can meet these expectations and attract clients who value data-driven insights:

• Proprietary Technology Platforms: If your company has developed its own tracking software or client portal, promote these features. Offering a proprietary platform can give you an edge, especially if it provides more detailed or user-friendly insights than standard systems.
• Partnerships with Logistics Tech Companies: If you don’t have your own technology, consider partnering with companies that specialize in logistics software. These partnerships can allow you to offer advanced tracking, automated alerts, and detailed reporting without having to develop these tools in-house.

Clients, particularly those in tech-savvy industries, will appreciate the ability to monitor their shipments in real time, access historical data, and receive automatic updates on any changes or issues.

#5 Utilizing Customer Relationship Management (CRM)

Customer Relationship Management (CRM) systems help you manage and nurture relationships with leads and clients over time. Here’s why they’re important for freight forwarders:

• Tracking Long Sales Cycles: In freight forwarding, the decision-making process can be lengthy. A CRM system allows you to track every interaction with a lead, ensuring that you stay engaged throughout their decision-making process. This helps you identify when to follow up, what information to provide next, and how to move the lead closer to conversion.
• Managing Relationships: CRMs keep detailed records of client preferences, past shipments, and communication history. This data helps you personalize your interactions, making your clients feel understood and valued.

Automating follow-up communications

Automation is key to maintaining consistent contact with leads and clients. With a CRM, you can automate:

• Post-Quote Follow-Ups: After providing a quote, set up automated emails that check in with the client, offer additional information, or ask if they have any questions. This keeps the conversation going without requiring manual follow-up.
• Delivery Follow-Ups: After a shipment is delivered, an automated thank-you note or request for feedback can help maintain the relationship and encourage future business.
• Abandoned Inquiries: If a potential client starts but doesn’t complete an inquiry or quote request, an automated reminder can nudge them to return and finish the process.

By using these automation tools, you ensure that every lead is nurtured and that no opportunities slip through the cracks.

#6 Hiring a Third-Party Lead Generation Company

Sometimes, the best way to scale your lead generation efforts is by partnering with experts who specialize in exactly that. Hiring a third-party lead generation company can give your freight forwarding business access to a wealth of resources and expertise that you might not have in-house.

• Outsourcing Lead Generation: Outsourcing to a lead generation company allows you to focus on your core logistics operations while experts work behind the scenes to fill your sales pipeline. These companies are skilled at targeting the right prospects, nurturing them, and delivering qualified leads directly to your sales team.
• Cost-Effective Scaling: By partnering with a lead generation firm, you can scale your efforts without the high costs associated with building an in-house team. Many of these firms also use advanced technologies and analytics to track and optimize lead generation campaigns in real-time, ensuring you’re getting the best possible return on investment.
• B2B Expertise:  Third-party lead generation companies often specialize in B2B markets, understanding the unique challenges and complexities of industries like freight forwarding. They can tap into their vast networks, leveraging data-driven strategies to find freight shipping leads that are primed for conversion.

By leveraging third-party lead generation, you can fast-track your efforts, access high-quality leads, and focus on closing deals instead of chasing them.

#7: Implementing Account-Based Marketing (ABM)

If you’re looking to target specific high-value clients, Account-Based Marketing (ABM) is a powerful strategy that allows you to focus your efforts on the prospects that matter most to your business.

• Personalized Campaigns: ABM flips the traditional marketing funnel on its head by focusing on individual accounts rather than casting a wide net. Instead of trying to attract as many leads as possible, you target a smaller number of high-potential accounts and create personalized campaigns designed to win them over.
• Tailored Solutions for Key Accounts: This strategy allows freight forwarding companies to craft bespoke solutions for major clients, catering directly to their unique logistical challenges. By demonstrating a deep understanding of their needs, you position your business as the perfect partner for their operations.
• Coordination Between Marketing and Sales: ABM works best when marketing and sales teams are closely aligned. Together, they identify key target accounts, develop personalized content, and work collaboratively to nurture those accounts through the sales funnel.

ABM is particularly effective for freight forwarders looking to build long-term relationships with high-value clients, such as major manufacturers, e-commerce giants, or international businesses with complex shipping needs.

Learn how Callbox’s ABM lead generation campaign helps the market expansion of a leading logistics firm.

#8: Adopting a Multichannel Approach

In today’s digital landscape, relying on a single marketing channel is no longer enough. To reach your target audience effectively, you need to adopt a multichannel approach that engages prospects across various touchpoints.

• Digital Channels: Use a combination of SEO, pay-per-click (PPC) advertising, and content marketing to capture leads online. Optimize your website for search engines, run targeted ads on platforms like Google and LinkedIn, and publish valuable content that addresses your audience’s pain points.
• Social Media Engagement: Platforms like LinkedIn and Twitter are powerful tools for reaching decision-makers in the logistics industry. Post regularly, engage with relevant conversations, and use LinkedIn Ads to target specific companies or industries.
• Email Campaigns: Email marketing remains a staple of B2B lead generation. Use email campaigns to nurture leads by sending personalized content, case studies, and industry insights. Segment your email list based on factors like industry, company size, or shipping needs to ensure your messages resonate with your audience.
• Traditional Channels: Don’t overlook traditional methods such as networking at industry events, attending trade shows, or even using direct mail for high-value prospects. These offline strategies can complement your digital efforts and help you create more meaningful connections with potential clients.

The key to a successful multichannel approach is consistency and cohesion. By maintaining a unified message across all platforms, you create a seamless experience for your prospects and increase the chances of capturing their interest. Whether they find you through an online ad, a blog post, or a conversation at a trade show, they should encounter the same clear, compelling narrative that showcases your value as a freight forwarder.

Learn more about the B2B multichannel marketing.

#9 Optimizing the Sales Funnel to Generate More Leads

Optimizing the sales funnel in freight forwarding involves understanding the key stages that potential clients move through before becoming paying customers. 

Lead generation strategies become more effective when structured around proven sales funnels, like AIDA (Awareness, Interest, Desire, Action) and LOQO (Leads, Opportunities, Quotes, Orders). Here’s how to integrate these models into your freight forwarding lead generation strategy:

AIDA Funnel

The AIDA funnel is a classic marketing and sales model that maps the buyer’s journey through four stages—Awareness, Interest, Desire/Need, and Action.

The awareness stage is where potential customers first learn about your freight forwarding services. At this point, the primary goal is to capture their attention and establish brand recognition. In the context of freight forwarding, this phase is crucial because many businesses might not actively seek out forwarders until they have a specific logistical need.

Once potential customers become aware of your services, the focus shifts to generating genuine interest. At this stage, your goal is to provide prospects with content and resources that position your company as the solution to their logistics challenges.

As prospects move into the need/desire stage, they begin to evaluate your services more seriously. They have a clear need for freight forwarding solutions and are now comparing your offerings against competitors. At this point, it’s essential to prove your value through personalized attention and competitive offers.

The final stage of the funnel is the action phase, where the prospect decides whether to use your services. Your objective here is to overcome any remaining objections and seal the deal.

LOQO Funnel

The LOQO funnel is a logistics-specific sales model that breaks down the sales process into actionable steps: Leads, Opportunities, Quotes, and Orders. This funnel translates the concepts of AIDA into measurable sales metrics.

In the Leads stage, the focus is on generating and capturing leads through various online and offline strategies. These leads are then entered into your CRM system for effective tracking.

The next stage, Opportunities, involves converting the most promising leads into sales opportunities. At this point, freight forwarders engage with these prospects to gain a deeper understanding of their logistics needs.

During the Quotes stage, you provide tailored solutions to interested prospects, addressing their specific shipping requirements, whether they involve global freight forwarding or specialized logistics services.

The final stage, Orders, involves converting quotes into actual sales orders. This step signifies a successful deal and also initiates efforts for customer retention.

Wrapping It All

By combining these strategies, you’ll be well on your way to creating a solid lead generation strategy for your freight forwarding company. It’s about meeting your prospects where they are, whether that’s through digital platforms, personalized marketing, or targeted outreach. With a diversified and strategic approach, your freight forwarding business will not only generate more leads but also convert them into loyal clients who trust you with their most critical logistics needs.