Digital MarketingService
Marketing for freight forwarders
Helping forwarders fill the lanes where they are strongest.
Kaelo Global is a Dubai company licensed in Meydan Free Zone, with over 100 clients served so far.
At a glance
What it is
The problem is rarely the number of enquiries. It is usually the kind of enquiries you receive.
A principal, Kaelo Global digital marketing
A forwarder's marketing problem is rarely a lack of awareness. More often, the enquiries that arrive are the wrong kind, such as single groupage shipments from shippers comparing several brokers, on lanes where your buying rate gives you no advantage.
The answer is to aim your marketing at the corridors where your rates and space are genuinely competitive, and to ask enough questions up front that your desk stops quoting work it is unlikely to win. We help with both, and we report on how many quotes turn into shipments so you can see whether it is working.
Freight forwarding sits at the heart of our logistics practice, and we work with forwarders of every size, from small specialists with one strong corridor to regional groups.
What's included
Five areas of scopeCampaigns built around your corridors
We map origin and destination pairs, modes and equipment to the lanes where you hold a rate or space advantage. The budget then follows your capacity instead of simply following search volume.
Qualifying enquiries before they reach sales
The enquiry form and landing pages ask for the commodity, Incoterm, volume and timing, so your team can prioritise the quotes it can win instead of sorting through every request by hand.
Content the trade shares
Notes on rate trends, capacity and lane conditions, written by people who understand what a general rate increase does to a forwarder's quarter, and checked by your operations team before they are published.
Visibility before the tender
Much of the work is making sure buyers know you before an RFQ is issued. We plan around your buyers' procurement calendar as well as your monthly enquiry targets.
A website that shows you run the lane
Shippers often look for evidence that you already move cargo on their route. Clear lane pages, service details and the right contact for each trade help them decide to ask you for a quote.
How the work runs
Lane profitability review
We look at which corridors earn a good margin, which are filler and which you would rather decline, so the marketing plan starts from your commercial reality.
Agreeing what a qualified enquiry is
We write down, with your sales team, what makes an enquiry worth quoting, and build the forms and the reporting around that definition.
Building and buying
Search campaigns, content and trade press placement, all aimed at the corridors you have chosen.
Tuning the questions
After the first month we review which questions on the enquiry form help your desk most, and adjust them so that good shippers are not put off by a long form.
Monthly written report
Enquiries by lane and mode, the share of quotes that became shipments and the cost per load won, written in plain language.
When to come to us
- 01You have a rate or space advantage on corridors you can name.
- 02Your sales desk quotes far more often than it wins.
- 03You would like fewer, better enquiries instead of more of the same.
- 04You are ready to share which lanes are profitable, so the marketing can focus on them.
What we do not do
- Volume lead generation with no filter for lane or margin.
- Promising rates or transit times on your behalf.
- Publishing the names of your customers.
- Running campaigns for services your operations team has not approved.
Quoting a lot and winning a little.
Many forwarders come to us with a sales desk that spends most of its day on quotes that do not convert. The first improvement usually comes from asking shippers a few more questions before a quote is prepared, such as the commodity, the Incoterm and the expected volume.
Related reading
Our specialist practice for freight forwarders, customs brokers, carriers, 3PLs and removals companies in the UAE.
For licensed brokers whose clients arrive with a specific and often urgent question.
For delivery operators selling to e-commerce operations and fulfilment teams.
Common questions
