Client: Ingram Micro, one of the world’s largest logistics and supply chain solutions providers.
Service: Fully managed multi-channel B2B lead generation — cold calling, LinkedIn outreach and cold email.
Markets: United Kingdom, France and Spain.
The brief
Ingram Micro works across the whole logistics lifecycle: forward distribution, reverse logistics, returns processing, refurbishment and end-to-end product movement. The offering is broad, technical and high value, which is exactly what makes generic outreach useless for it.
They asked us to generate qualified conversations with logistics directors, operations leaders and supply chain decision-makers in three countries, and to hand qualified interest directly to their internal team.
What we did
Enterprise operations leaders do not answer a single channel, so we sequenced four:
- Cold calling — direct conversations with operations and supply chain leaders
- LinkedIn outreach — connection requests, messaging and structured follow-up
- Cold email — tailored value propositions per segment
- Cross-channel follow-up — a call after a LinkedIn connection was accepted, an email after a missed call, and so on
Scripts and messaging were rewritten for each country rather than translated: operations managers, logistics directors and warehouse leaders in the UK; supply chain managers, industrial operations and distribution contacts in France; solutions directors, operations leaders and logistics planners in Spain.
Reporting the client could use
Every week Ingram Micro received a lead report, a breakdown of calls, emails and LinkedIn activity, call recordings, the objections we were hearing, and our recommendations for changing scripts, targeting and messaging. When they told us the reports could be more actionable, we rebuilt the format so their internal team could drop it straight into their own workflow.
Behind that, our operational leads and callers ran daily updates, lead summaries, script changes and per-country messaging variations, and circulated the best call recordings of the week so quality held across all three markets.
Results
- Qualified enterprise leads delivered every week across the campaign
- Email leads, callback requests and multi-message LinkedIn conversations
- Cross-border interest from the UK, France, Spain and Germany
- Leads handed straight to Ingram Micro’s internal team for approach
Their own feedback on one delivered lead: “This is a good one – handed it over for our teams to prep an approach. Good work.”
The hard part of logistics lead generation
Logistics is unusually difficult to sell into. The services are broad and technical, several different solutions can apply to the same prospect, buying groups are large, and regional differences change what lands. The fix is not more volume — it is a different angle for each country and each segment, tested and adjusted while the campaign runs.
Selling into enterprise operations?
If your buyers are logistics, warehousing, supply chain or operations leaders, the approach above is the one we would run for you.
See our multi-channel lead generation and cold calling services, read more case studies, or book a call.
