by Elizabeth Hines | Aug 12, 2026 | Blog, Content Marketing, Marketing, Social Media, Strategy
Editor’s note: This post was originally published in July 2016 and has been updated for 2026 with new research on how B2B buyers use social media, peer reviews, and AI to research vendors.
When we first wrote this post, the big news was that B2B buyers had started using social media to research vendors. That’s no longer news. Today’s buyers move between LinkedIn, YouTube, peer reviews, industry communities, and AI tools like ChatGPT before they ever talk to a salesperson. And by the time they do reach out, most have already decided who they like.
Here, we walk you through what the latest research says about how B2B buyers research vendors, which channels matter most, and what supply chain, logistics, and manufacturing companies should do about it.
Quick answer: do B2B buyers use social media to research vendors?
Yes. Social media is one of several channels B2B buyers use to research vendors, alongside peer reviews, word of mouth, and increasingly AI tools. LinkedIn’s research found that nearly two-thirds of B2B buyers say social video helps shape their buying decisions. Buyers also do most of their research on their own, so your social presence is often how they first judge whether you’re credible.
Buyers do most of their research before they talk to you
The biggest shift in B2B buying is how much happens without you. In the 6sense 2025 B2B Buyer Experience Report, which surveyed nearly 4,000 buyers:
- Buyers made first contact with sellers about 61% of the way through their buying journey.
- Buyers, not sellers, initiated 79% of engagements.
- 94% of buyers had already ranked their shortlist by preference before engaging sellers.
- The vendor that won the selection phase went on to win the deal 77% of the time.
In other words, buyers are forming opinions about your company long before your sales team gets a chance to make its case. Social media, your website, reviews, and AI answers are doing that selling for you, whether you’re managing them or not.
How B2B buyers use social media today
LinkedIn is still the center of B2B social
For supply chain companies, LinkedIn is where buyers, partners, and future employees are most likely to see you. Buyers use it to check out your company page, see what your leaders are posting, find out who they know at your company, and get a feel for your expertise. A quiet or outdated LinkedIn presence sends a signal, and it’s not a good one.
Video is shaping buying decisions
Video has become one of the most influential formats in B2B. According to the LinkedIn B2B Institute, nearly two-thirds of B2B buyers say social video helps shape their buying decisions. The same research found that vendors known across the whole buying group from the start are 20 times more likely to be bought than those known only through an expert recommendation.
For supply chain companies, video is a natural fit: facility tours, equipment demos, customer stories, and short explainers from your own experts all help buyers see what working with you would actually be like.
Peers and reviews still carry weight
B2B buyers trust other buyers. TrustRadius’s 2026 B2B Buying Disconnect report found that most buyers consult customer reviews during their purchase journey and more than half speak with a peer along the way. Industry groups, LinkedIn conversations, and word of mouth from people buyers already trust remain some of the strongest influences on a shortlist.
AI is now part of the research process, too
The newest research channel is AI. Forrester reports that 94% of business buyers now use AI in their buying process. And in G2’s 2026 research, 51% of B2B software buyers said they start their research with an AI chatbot more often than with Google, up from 29% a year earlier.
That matters for social media, too. AI tools pull from what’s published about you across the web, including your LinkedIn presence, reviews, and mentions in industry publications. A consistent, active presence makes it easier for AI tools to understand and recommend your company. Here’s more on how logistics companies get recommended by ChatGPT and AI search.
What buyers expect when they find you
Whether a buyer finds you on LinkedIn, through a peer, or in an AI answer, they’re looking for the same things:
- Proof you understand their world. Content that speaks to their specific industry, challenges, and terminology.
- Real expertise. Insight from people at your company, not just promotional posts.
- Evidence. Case studies, customer stories, and specifics that back up your claims.
- Consistency. The same story on your website, LinkedIn, review sites, and sales conversations.
- A fast response. When they finally reach out, they expect to hear back quickly. Here’s why lead response time matters so much.
How supply chain companies can show up where buyers research
- Keep your LinkedIn company page current. Update your description, services, locations, and featured content so it matches your website. For logistics-specific guidance, see how to use social media in transportation and logistics.
- Get your experts posting. Posts from real people at your company often reach more buyers than company page posts. Your team members can be some of your best brand ambassadors.
- Invest in short video. Facility walkthroughs, project highlights, and quick tips from your team give buyers a reason to stop scrolling.
- Ask happy customers for reviews and referrals. Make it easy for satisfied customers to vouch for you on Google, LinkedIn, and industry directories.
- Show up in industry conversations. Comment on trade publication posts, participate in association groups, and share takeaways from trade shows.
- Connect social to your pipeline. Track how social and AI referrals turn into website visits, leads, and opportunities in your CRM.
Questions we’ve gotten about B2B buyers and social media
Q: Which social media platform is best for B2B supply chain companies?
A: For most supply chain, logistics, and manufacturing companies, LinkedIn is the top priority because that’s where buyers, partners, and candidates spend time professionally. YouTube is a strong second for video content like facility tours and demos.
Q: Do B2B buyers really make decisions based on social media?
A: Social media rarely closes a deal on its own, but it shapes which vendors make the shortlist. Since buyers do most of their research before contacting sellers, your social presence often forms their first impression of your company.
Q: Should our employees post on LinkedIn or just the company page?
A: Both. The company page is your official presence, but posts from real people, especially leaders and subject matter experts, tend to earn more engagement and trust.
Q: How does social media affect AI search?
A: AI tools draw on information published across the web, including professional profiles, reviews, and industry mentions. A consistent, active presence helps AI tools understand what your company does and makes it more likely you’ll be recommended.
Want to reach more buyers where they research?
Fronetics works exclusively with supply chain, logistics, and manufacturing companies, and we help clients build a presence on LinkedIn, in search, and in AI answers that turns researchers into buyers. Get in touch to talk about where your buyers are finding you.
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by Jennifer Hart Yim | Jan 29, 2025 | Logistics, Paid Advertising
Having a strong digital presence is no longer optional. Pay-Per-Click (PPC) advertising is a powerful tool for logistics companies looking to quickly generate quality leads and expand their client base.
Here, we walk you through everything you need to know about implementing a successful PPC strategy for your logistics business.
Why PPC Matters for Logistics Companies
The logistics industry operates in a highly competitive space where timing and visibility are crucial. PPC advertising offers several unique advantages for logistics companies:
- Immediate visibility in search results when potential clients are actively searching for logistics services
- Precise targeting capabilities to reach specific industries, locations, and decision-makers
- Measurable ROI through advanced tracking and analytics
- Flexibility to adjust campaigns based on seasonal demands and market changes
Key PPC Strategies for Logistics Companies
1. Strategic Keyword Selection
Success in PPC begins with targeting the right keywords. For logistics companies, focus on:
Transportation-specific terms:
- “freight forwarding services”
- “international shipping solutions”
- “supply chain management”
- “warehousing and distribution”
Location-based keywords:
- “[city] logistics company”
- “shipping services in [region]”
- “local freight forwarding”
Service-specific terms:
- “temperature-controlled shipping”
- “hazmat transportation”
- “last-mile delivery solutions”
2. Creating Compelling Ad Copy
Your ad copy needs to address the specific pain points of your target audience while highlighting your unique value proposition. Consider these elements:
- Include relevant certifications and compliance standards
- Emphasize your experience and track record
- Highlight specialized services or equipment
- Showcase your geographic coverage
- Include clear calls-to-action (CTAs)
3. Landing Page Optimization
The success of your PPC campaigns heavily depends on your landing pages. Ensure they:
- Load quickly and are mobile-responsive
- Feature clear value propositions above the fold
- Include trust indicators (certifications, client logos, testimonials)
- Offer multiple contact options
- Contain relevant content that matches the ad’s promise
4. Advanced Targeting Techniques
Maximize your ROI by utilizing advanced targeting options:
Geographic Targeting:
- Target specific service areas
- Adjust bids based on location performance (this one has proven to be particularly successful for our clients)
- Focus on high-value markets
Audience Targeting:
- Create custom audiences based on website visitors
- Target similar audiences to your existing clients
- Depending on your services, you may be able to use in-market audiences to target
Device Targeting:
- Optimize campaigns for both desktop and mobile users
- Adjust bids based on device performance
- Create device-specific ad copy
Measuring and Optimizing Your PPC Campaigns
Key Performance Indicators (KPIs)
Track these essential metrics to measure campaign success:
- Click-Through Rate (CTR)
- Conversion Rate
- Cost Per Lead (CPL)
- Return on Ad Spend (ROAS)
- Quality Score
- Average Position
Optimization Strategies
Continuously improve your campaigns by:
- Regularly reviewing search term reports to identify new keywords
- A/B testing ad copy and landing pages (even changing one word could improve your CTR)
- Adjusting bids based on performance data
- Optimizing for mobile experience
- Refining audience targeting based on performance data
Common PPC Mistakes to Avoid
Please, don’t do these. These things waste your budget:
- Neglecting negative keywords
- Using overly broad match types
- Ignoring mobile optimization
- Not tracking conversions properly
- Failing to test ad variations
- Overlooking quality score optimization
Budget Planning and Management
Effective budget management is crucial for PPC success. (Not sure how PPC fits into your overall spend? See how much a logistics company should spend on marketing.)
- Start with a conservative budget to gather data
- Allocate more budget to top-performing campaigns
- Consider seasonal trends in the logistics industry
- Set aside budget for testing new approaches
- Monitor and adjust bids regularly
Future Trends in Logistics PPC
Wanna be with the cool kids? Stay ahead of the curve by testing these emerging trends:
- AI-driven automation in campaign management (yes, even daily budget management)
- Voice search optimization
- Enhanced audience targeting capabilities
- Integration with CRM systems
Conclusion
Remember that PPC is not a “set it and forget it” solution. Regular monitoring, testing, and optimization are essential for maintaining and improving campaign performance over time.
Need help with your logistics company’s PPC campaigns? Contact our team.
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by Jennifer Hart Yim | Jan 6, 2025 | Data/Analytics, Marketing, Strategy
The C-suite demands more than vanity campaign metrics—they require clear evidence of marketing’s contribution to revenue growth, profitability, and market share expansion. The most successful supply chain marketers have mastered a crucial skill: translating marketing activities into the language of financial outcomes.
Bridging the Gap Between Marketing and Finance
How can you be sure, really sure, that you are demonstrating concrete business value to the C-suite? While traditional marketing metrics like engagement rates and lead generation are always top of mind for marketing folks, securing executive support is really about speaking the language of financial outcomes and business growth.
Why Supply Chain Marketing Metrics Need a Financial Bent
The disconnect between marketing activities and financial outcomes often creates skepticism among executive leadership. Marketers must change their reporting from activity-based metrics to revenue-focused outcomes. This shift isn’t just about changing terminology—it’s about fundamentally reframing how marketing creates measurable business value.
How to (Effectively) Demonstrate Supply Chain Marketing ROI
1. Prioritize ROI Over Activity Metrics
Transform your reporting approach from campaign-centric to outcome-focused. Instead of: “Our packaging technology campaign reached 100,000 decision-makers.” Say: “Our targeted campaign generated $3.2M in qualified pipeline opportunities, with a 4:1 return on marketing investment.”
2. Connect Supply Chain Marketing Metrics to Revenue
Develop clear links between marketing activities and financial outcomes:
- Calculate customer acquisition cost (CAC) reduction from targeted marketing campaigns
- Measure increases in average contract value from enhanced positioning
- Track acceleration in sales cycle length from marketing-qualified leads
3. Demonstrate Long-term Value Creation
Articulate how marketing investments drive sustainable competitive advantages:
- Document improvements in customer lifetime value
- Track market share gains in strategic segments
- Measure pricing power improvements from brand building
Get Started: Steps for Calculating Supply Chain Marketing ROI
1. Establish Financial Baseline Metrics
Along with your existing supply chain marketing metrics, begin by tracking key financial data:
- Current customer acquisition costs
- Average contract values by segment
- Sales cycle duration
- Customer retention rates
2. Implement Revenue Attribution Models
Create systems to track marketing’s direct impact on:
- Pipeline generation
- Win rates
- Revenue acceleration
- Market share growth
3. Develop A Financial Reporting Framework
Structure regular reporting around business outcomes:
- Quarter-over-quarter revenue impact
- Year-over-year market share gains
- Customer lifetime value improvements
- Return on marketing investment (ROMI)
Making Your Case to Leadership
Frame the Narrative
Present marketing initiatives in terms of business impact: You could say: “Our new campaign focused on electronics procurement professionals has:
- Reduced customer acquisition costs in that sector by 18%
- Increased deal size by 25%
- Accelerated sales cycles by 30 days
- Improved customer retention by 15%”
Connect Supply Chain Marketing Metrics to Strategic Goals
Align marketing metrics with company objectives: “Our thought leadership content program has positioned us as the leader in sustainable supply chain solutions, directly supporting our goal of capturing 30% market share in the green supply chain segment by 2027.”
Show Value by Becoming a Strategic Business Partner
Supply chain marketing leaders should think like a CFO to secure executive buy-in. By adopting this mindset, marketers can transform their role from cost center to strategic growth driver. This approach not only secures executive buy-in but also elevates marketing’s position as a crucial driver of business success.
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by Jennifer Hart Yim | Dec 12, 2024 | Marketing
Trade show marketing has become a cornerstone strategy for logistics companies seeking to expand their market presence. In this guide, we’ll explore how to maximize your logistics trade show marketing investment and generate qualified leads that convert.
Major logistics trade shows like MODEX and ProMat serve as crucial networking hubs for supply chain pros. A well-executed trade show strategy can generate 200-300 qualified leads per event, making it one of the most effective marketing channels for logistics providers. Here’s how you can make your next show the best yet.
Creating Your Logistics Trade Show Marketing Strategy
Pre-Show Preparation
Success in logistics trade show marketing isn’t about luck – it’s about meticulous planning and execution. The most successful companies typically begin their preparation three to six months before the event, ensuring every detail is carefully considered. Here are 3 ways to do that.
- Set measurable goals: Target specific metrics such as “schedule 30 qualified demos” or “secure 5 partnership meetings with retailers”
- Create a pre-show marketing calendar:
- Send personalized invitations to top prospects 6 weeks before the event
- Launch a LinkedIn campaign highlighting your booth location and key offerings 4 weeks out
- Schedule social media posts featuring behind-the-scenes preparation 2 weeks prior
- Develop a clear ROI framework: Calculate your cost per lead target based on total exhibition costs (typically $10,000-30,000 for mid-sized shows)
Stand Design and Presence
Your booth is more than just a space – it’s a statement about your company’s capabilities and vision for the future of logistics. The most memorable booths tell a story through their design and interactive elements, creating an immersive experience that draws visitors in and keeps them engaged.
Transform your booth into an experience center by including:
- Live demonstrations of your TMS or WMS
- Digital walls displaying real-time shipment tracking across global routes
- Interactive supply chain optimization simulators
- Climate-controlled storage solution demonstrations
- Video testimonials from current clients running on loop
Maximizing Your Trade Show Investment
The key to maximizing your trade show ROI lies in the delicate balance between attracting quantity and qualifying quality. While it’s tempting to collect as many business cards as possible, successful logistics companies focus on meaningful conversations that uncover genuine opportunities.
Lead Generation Tactics
Modern lead generation at logistics trade shows has evolved far beyond the traditional business card exchange. Successful exhibitors use a sophisticated blend of technology and personal interaction to identify and nurture potential clients. Maximize your time and effort in connecting with prospects by using this strategy.
- Create tiered lead scoring systems:
- Hot leads: Decision-makers with immediate needs (follow up within 24 hours)
- Warm leads: Prospects planning changes within 6 months
- Long-term prospects: Companies researching options for future consideration
- Offer exclusive trade show incentives like:
- 90-day free trial of your logistics software
- Complimentary supply chain audit
- Special pricing for contracts signed within 30 days post-show
Technology Integration
Technology isn’t just part of your service offering – it’s an essential tool for engaging prospects at trade shows. The right technology can help you demonstrate complex logistics solutions in simple, memorable ways (and make your life easier!).
- Deploy AR (Augmented Reality) demonstrations showing:
- Warehouse optimization solutions
- Cross-docking procedures
- Last-mile delivery innovations
- Use RFID-enabled badges to track booth visitor engagement (See? Makes life easier!)
- Implement AI-powered chatbots for initial visitor screening
Post-Show Success Strategies
The days immediately following a trade show are crucial for converting interest into actual business opportunities. The most successful logistics companies understand that prompt, personalized follow-up is essential for maintaining the momentum generated during the show.
Create a structured follow-up system:
- Day 1-2: Send personalized thank you emails with specific reference to conversations
- Day 3-5: Share relevant case studies based on discussed pain points
- Week 2: Schedule virtual demos or consultation calls
- Week 3-4: Present customized solutions and proposals
- Month 2: Check in with prospects who showed interest but weren’t ready to commit
Calculate Logistics Trade Show ROI
Understanding the return on investment from logistics trade show marketing requires a comprehensive approach. While traditional metrics like booth traffic provide basic insights, it’s the deeper dive into performance indicators that truly matter.
Cost Per Lead
This serves as a fundamental benchmark in the logistics industry. With the average cost ranging from $150-275 per qualified lead, companies must carefully balance their exhibition investment against potential returns. This metric becomes particularly crucial when comparing different trade shows or deciding which events deserve larger budget allocations.
Conversion Rates
They tell an even more compelling story. The industry target of 20-30% reflects the high-quality nature of trade show leads compared to other marketing channels. Successful logistics companies achieve these rates by focusing on meaningful conversations rather than collecting business cards. For instance, a company demonstrating its warehouse automation solution might connect with fewer prospects but secure more serious buyers.
Six-month Revenue Generation
Perhaps the clearest picture of trade show success. By tracking deals that close within this window, companies can attribute revenue directly to their trade show efforts. This longer-term view acknowledges the complex sales cycles common in logistics partnerships, where decisions often involve multiple stakeholders and careful evaluation periods.
Social Engagement Metrics
Social metrics have emerged as a valuable supplement to traditional measurements. Beyond simple follower counts, companies track event hashtag usage, LinkedIn post engagement, and video view duration to gauge their brand’s impact during and after the show.
Successful logistics trade show marketing requires a delicate balance of traditional networking and strategic digital follow-up. Those that invest in comprehensive pre-show planning, engage audiences with interactive demos, and maintain consistent post-show communication will stand out. As we move forward, the integration of virtual elements, sustainability practices, and AI-driven engagement tools will continue to reshape how logistics companies approach trade shows. However, the fundamental goal remains unchanged: creating meaningful connections that drive business growth. By implementing the strategies outlined in this guide, logistics companies can transform their trade show presence from a simple marketing expense into a powerful engine for lead generation and business development.
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by Elizabeth Hines | May 13, 2020 | Blog, Covid-19, Current Events, Marketing, Strategy, Supply Chain
With a main lead-generating source canceled or postponed, trade show contingency plans take on increased importance.
The Supply Chain USA 2020 summit in Chicago is a flagship event. Considered a must-attend gathering for strategic decision-making, it draws 1,000 supply chain and logistics leaders for three “unmissable days.”
For executives like Tom Schmitt, chairman and CEO of Forward Air Corp., it is the type of event that generates so many “relevant conversations” that he says it is like getting the value of nine business trips for the price of one.
This year, though, those who planned to head to Supply Chain USA, June 16-18, will need to start working on their trade show contingency plans. The fallout of the coronavirus pandemic has forced EFT, the organizer, to postpone and a new date has yet to be determined.
And — as you have likely experienced yourself — the summit attendees are hardly alone. Within weeks of the Covid-19 outbreak, 1 million people saw their corporate event plans scuttled. MODEX in Atlanta, Ga., in early March, turned out to be one of the last hurrahs for supply chain professionals — half of the pre-registered attendants were no-shows — before cancellations and postponements turned the supply chain conference circuit on its head.
Now, supply chain pros wonder, “What’s next?”
Covid-19 forces domino of cancellations, postponements
A look at this list gives you an idea of the impact: (Check event websites for the latest info)
Trade show contingency plans need to fill big lead generation gap
For supply chain and logistics companies, the cancellations and uncertainty surrounding the postponed shows are no small matters. Trade shows are one of the largest lead generators for B2B demand generation.
Technology and service providers spend an average of 11% of the marketing programs budget on third-party tradeshows, according to the Gartner 2019 Tech Marketing Benchmarks Survey. And the investment seems to be paying off, as 18% of the same companies rank events as the best-performing calls-to-action of marketing-qualified leads, second only to content assets.
Another survey, by MarketingCharts, found software and technology companies cite events as the most effective demand-generation tactic for attracting top-of-the-funnel qualified leads.
In other words, the need to develop trade show contingency plans is quite urgent.
Trend watch: What some companies are doing
So, what actions have some of your peers taken to date to make up for the loss of face-to-face networking?
Some trends are emerging, including:
E-learning: To ensure business continuity while adhering to stay-at-home policies, DC Velocity notes e-learning has taken on increased significance. The establishment of interactive online courses allows companies to conduct specialist training sessions on complex topics that attendees can complete at their own pace. (E-learning is usually a time-consuming and fairly costly endeavor but can serve its purpose when the audience already has an invested interest in the company. For quick engagement, we recommend webinars.)
Dropped subscription fees: On-premise platforms that run on business servers are not conducive to remote work — and vendors of cloud-based supply chain software have seized the market opening. For the sake of lead generation, a range of companies have dropped subscription fees, offering free access to products like transportation management, route optimization, last-mile visibility, and remote robotic operations. One example: InMotion Global, Inc., has made its cloud-based platform, AscendTMS, available at no cost to any company needing help for 30 days.
Quick actions matter
The fact more people are spending more time than usual on their computers provide an opening for companies that can leverage trade show contingency plans. Gartner, for one, advises teams must be prepared to quickly pivot marketing strategy and build campaigns to address this shift.
Immediately after a cancellation or postponement, actions may include:
- Replace all scheduled event meetings with online meetings within 24 hours.
- Create a webinar series that homes in on the key messages you had planned to convey.
- Develop a series of video posts for the company blog that leverage the materials you prepared for speaking sessions and in-booth presentations.
- Promote all content on social media (Video content generates better engagement).
- Combine paid advertising and account-based marketing to target potential buyers.
- Inquire whether there are any opportunities to use the digital channels of the show host for promotions.
Stay relevant — at a distance
Although it may feel like unchartered territory, you really can have relevant conversations online. Base your opening statement on a trade show contingency plan.
