A logistics and supply-chain provider had capabilities that outpaced its digital presence. DXDasia rebuilt positioning and demand generation around service-specific intent, growing B2B enquiries 5.3×.
5.3× Growth in B2B Enquiries
Long, high-value B2B deals demand credibility and intent-based reach — both were lacking.
We positioned each service clearly and targeted decision-makers actively looking for solutions.
The provider built a steady pipeline of qualified opportunities:
In logistics, trust and specificity win contracts. Clear service positioning plus intent-based B2B targeting turned an under-marketed provider into a consistent source of high-value enquiries.
B2B logistics buyers evaluate providers on specificity and reliability signals, not general brand messaging, so positioning was rebuilt around the provider’s actual service capabilities and geographic coverage rather than generic “trusted partner” language. Intent-based targeting focused on the specific search terms procurement teams use when actively sourcing a new logistics provider, not broad industry awareness terms.
Logistics contracts are rarely signed after one search or one call. They are shortlisted by a group, checked against references and often tendered. The most useful recent evidence on that process is a 2025 6sense survey of nearly 4,000 B2B buyers. It is cross-industry (46% North America, 14% Asia-Pacific), so read it as a pattern, not a logistics-specific measurement.
This fits the 95-5 rule from LinkedIn's B2B Institute, built on joint research with the Ehrenberg-Bass Institute: at any moment about 95% of potential buyers are not ready to buy, because contracts such as banking services are typically re-tendered only every five years or so. A logistics firm that appears only when a tender opens is arriving late.
The 6sense finding is that the decision is largely formed before your sales team hears about it. Buyers first contacted a vendor 61% of the way through their journey, down from 69% a year earlier, and they went on to buy from the list they started with in 95% of cases.
| Buyer behaviour | 2025 finding |
|---|---|
| Point of first vendor contact | 61% of the way through the journey (69% the year before) |
| Vendors evaluated on average | 5.1 |
| Shortlist spots filled on Day One | About 3.6 |
| Bought from the Day One shortlist | 95% (85% the year before) |
| First buyer-seller interactions started by the buyer | 79% |
Source: 6sense, 2025 B2B Buyer Experience Report (cross-industry sample).
Singapore shippers benchmark against a high bar. The World Bank ranked Singapore first of 139 economies in its 2023 Logistics Performance Index, with a score of 4.3 out of 5, and Kuehne+Nagel's summary notes the World Bank's view that end-to-end digitalisation helped cut port delays. On the provider side, the 30th annual Third-Party Logistics Study, announced in October 2025, reports that 61% of 3PLs see demand for end-to-end visibility as a key consideration.
On selection criteria, a BCG and Alpega survey of 63 shippers in Europe and North America (April 2025) found that cost, reliability and visibility consistently outrank green metrics, with only 13% naming sustainability a top priority when choosing carriers. The sample is small and not Asian, so treat it as indicative.
Singapore's own Industry Digital Plan for logistics (IMDA, correct as of February 2022) reports that the sector added S$6.8 billion of value in 2018, 1.4% of GDP, employing 86,300 people, and recommends real-time vehicle tracking and inventory visibility. Taken together, buyers want evidence of reliability, coverage and visibility, and they look for it before they speak to you.
Treat the website and ad accounts as a shortlisting tool: the aim is to be one of the names a buyer already holds when comparison starts.
On several client accounts we found the same fault: a website redesign or relaunch had removed the Google Ads conversion tag. The account kept spending while reporting zero or wrong conversions, so nobody could tell which campaigns were producing enquiries. For long B2B sales cycles, where a handful of enquiries matter, that blind spot is expensive. We now re-verify conversion tracking after every rebuild before we judge any campaign's performance.
With B2B enquiries now growing consistently, the provider is expanding the same specificity-led positioning into service lines and regions it hasn’t actively marketed before. The qualified-enquiry data is also helping the sales team prioritise which prospects to pursue first based on fit, not just enquiry volume.
It varies with contract size and whether a tender is involved, and we found no reliable published average for logistics specifically. The 6sense data suggests buyers spend most of the journey researching before contacting anyone, so plan for visibility long before an enquiry arrives.
They do different jobs. Search captures buyers who already know what they need, such as a lane or service. LinkedIn reaches named job titles earlier, before they search. With 95% of buyers choosing from a Day One shortlist, being seen early matters, so many providers use both.
Specifics: cargo type, volumes, routes and timeline, from someone with authority to buy. A form that asks for those details filters out general questions and gives your sales team something concrete to price.
The evidence points that way. The 2026 Third-Party Logistics Study reports that 61% of 3PLs cite demand for end-to-end visibility as a key consideration. Showing tracking, reporting and integrations on service pages answers that expectation directly.
