Marketing for freight forwarders.

Forwarders operate on thin margins, in highly competitive lanes, with sales cycles that depend heavily on BCO procurement timing. Marketing has to account for all of this — pricing pressure from NVOCC competition, capacity volatility, peak-season operational distraction, and the relationship-driven nature of forwarder selection.

Our team has built marketing programs for asset-light and asset-based forwarders ranging from $5M to $50M revenue, across ocean, air, and intermodal services.

The forwarder buyer is a procurement manager or logistics director at a BCO doing $50M-$1B in shipped volume. Their buying cycle goes like this:

1. 1. Trigger event — lane volatility, current forwarder failure, new SKU launch
2. 2. Google + LinkedIn research — SEO matters here
3. 3. RFP issued — you need to be on the shortlist before this point
4. 4. Rate request — commodity moment, you've already won or lost
5. 5. Trial shipment → contract

You need to be visible at step 2 and trusted by step 3. That's our entire system.