Digital Marketing · Service
Marketing for freight forwarders
Filling lanes, not funnels.
At a glance
What it is
“More enquiries is rarely the problem. The shape of them is.”
A principal, Kaelo Digital Marketing
What’s included
Four areas of scopeCorridor-first campaign structure
Origin–destination pairs, mode and equipment, mapped to where the operator holds rate or space. Spend follows capacity rather than search volume.
Qualification that respects the desk
Commodity, Incoterm, volume and readiness captured before an enquiry reaches sales, so the team quotes work it can win instead of triaging.
Content the trade circulates
Rate-environment notes, capacity commentary and lane guidance written by people who understand what a general rate increase does to a quarter.
Visibility into the tender cycle
Being known before the RFQ is issued is most of the work. We build for the buyer's procurement calendar, not for a monthly lead target.
How the work runs
Lane profitability review
Which corridors earn, which are filler, which should be declined.
Enquiry definition
A written definition of a qualified enquiry, agreed with sales.
Build and buy
Search, content and trade placement aimed at the chosen corridors.
Monthly written report
Enquiries by lane and mode, quote-to-shipment, cost per load.
When to come to us
- 01 You have rate or space advantage on identifiable corridors.
- 02 Your sales desk is quoting more than it is winning.
- 03 You want fewer, better enquiries rather than more of the same.
What we do not do
- Volume lead generation with no lane or margin filter.
- Promising rates or transit times on your behalf.
- Publishing your customer names.
Related reading
The vertical practice: forwarders, brokers, carriers, 3PLs and relocation firms. →
A near-empty search landscape, and a buyer who is already worried. →
Where the buyer is an e-commerce operations lead, not a shipper. →
Common questions
