Case study · B2B logistics
Building a R14m B2B sales pipeline for a freight forwarder
01
The challenge
Northvale’s sales team relied on referrals and cold calling to win new freight accounts. They believed paid media could help, but an earlier attempt at Google Ads had produced mostly job-seekers and one-off courier requests.
What they actually needed were conversations with the importers and manufacturers who move containers every month — and a way to reach them before a competitor did.
02
Our approach
Built a target account list
Identified 600 import-heavy manufacturers and retailers and targeted logistics, procurement and operations decision-makers on LinkedIn.
Led with genuine expertise
Created a landed-cost calculator and a quarterly import outlook report as lead magnets that buyers actually wanted.
Cleaned up search intent
Rebuilt Google campaigns around commercial keywords with an extensive negative list to filter out job and courier searches.
Closed the loop with sales
Synced leads into the CRM, scored them by company fit and set up nurture sequences for buyers who weren’t ready yet.
03
The results
Over twelve months, paid campaigns generated R14m in qualified pipeline and 23 new contracts. Sales-qualified leads rose 180%, and the sales team now spends its time on warm conversations instead of cold calls.
“We’d written off paid ads as a channel for consumer brands. Vantage proved us wrong — the quality of conversations our team has now is in a different league.”
Managing Director, Northvale Logistics
Services delivered
Nearly tripling online revenue for a premium furniture brand
Built for ambitious brands
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