Client Background
A mid-sized logistics and warehouse company providing end-to-end supply chain solutions, including warehousing, freight forwarding, and customs clearance. Their target audience consisted primarily of B2B clients in manufacturing, retail, and e-commerce.
Problem Statement
The company faced difficulties in acquiring new customers, especially in the highly competitive logistics and warehousing sector. Their traditional methods (word-of-mouth and referrals) weren’t generating enough quality leads, and they were not leveraging digital advertising to capture inquiries from B2B clients. They approached our marketing agency for a marketing campaign that would boost their lead generation efforts.
Service Provided
We implemented a paid campaign that focused on B2B lead generation through Google Search Ads and LinkedIn Sponsored Posts, with a regional focus on logistics hubs and industrial areas.
Solution Provided
- Google Ads for High-Intent Keywords
- Targeted keywords like “logistics service provider”, “warehouse outsourcing India”, and “freight forwarding company”.
- Ads highlighted the marketing company’s key services: warehousing, customs clearance, and dedicated supply chain solutions.
- LinkedIn Sponsored Posts for B2B Targeting
- Crafted ads targeted to supply chain managers, procurement officers, and logistics directors in manufacturing and retail industries.
- Applied industry filters like e-commerce, manufacturing, and automotive, ensuring the ad reached the right professionals.
- Industry-Specific Landing Pages
- Created landing pages focused on different industries: Retail, Manufacturing, E-commerce, and Automotive. Each page featured custom copy highlighting industry-specific solutions.
- Added CTAs like “Request a Quote” and “Speak with a Logistics Expert” to generate inquiries.
- Regional Focus with A/B Testing
- Focused on cities like Mumbai, Ahmedabad, and Chennai, where logistics operations were high.
- Tested ads with different regional language options to increase local engagement.
- Lead Capture & Follow-Up Process
- Integrated a CRM system to capture leads and automatically notify the sales team.
- Added a follow-up email series that provided additional resources on logistics services and case studies.
Execution Details
- Campaign Duration: 30 days
- Platforms: Google Ads, LinkedIn
- Total Budget: ₹65,000
- Landing Pages A/B Tested: 4
- Targeting Strategy: B2B decision-makers in supply chain management, procurement, and logistics operations. Focus on regional areas with high port and industrial activity (Mumbai, Ahmedabad, Chennai).
Analysis of Budget:
₹65,000 is a budget-friendly investment for lead generation in the logistics and warehouse sector, given the scale of the target audience and the competitive nature of the industry. For this type of B2B campaign, this budget is sufficient for high-impact ads on Google and LinkedIn.
Results Achieved
- 320 Qualified B2B Inquiries for logistics services
- Cost per Inquiry: ₹180 (considered economical for the sector)
- LinkedIn Engagement Rate: 4.1% (above industry average)
- 5 New B2B Clients signed long-term warehousing contracts
- Lead-to-Conversion Rate: 18% (impressive for B2B lead generation)
Analysis of Results:
The lead generation cost per inquiry of ₹180 is affordable given the competitive nature of logistics marketing. The number of qualified B2B inquiries (320) and the new long-term contracts (5) indicate a successful marketing campaign. The LinkedIn engagement rate of 4.1% shows the ads were well-targeted, reaching the correct professionals in the supply chain industry.
Client Feedback
The client was extremely satisfied with the marketing agency’s ability to target high-quality leads through the paid campaign. They reported that the leads they received were highly relevant, primarily coming from decision-makers in supply chain management, which reduced their sales cycle. The regional targeting and LinkedIn approach were particularly appreciated.
Key Takeaways
- Regional and industry-specific paid campaigns can lead to better-targeted lead generation in the logistics and warehouse sector.
- LinkedIn is an effective platform for B2B advertising and connecting with decision-makers in the supply chain industry.
- Testing different messaging and landing pages can significantly improve conversion rates.
