Overview

Aramex Sri Lanka, a global leader in logistics and courier delivery services, sought to accelerate its B2B customer acquisition by targeting importers, exporters, SMEs, and large enterprises requiring seamless shipping solutions. Collaborating with a specialized lead generation partner, Aramex focused on improving lead quality, shortening sales cycles, and enhancing customer engagement through targeted campaigns and digital sales enablement.

Campaign Objectives

• Expand high-quality B2B lead volume from sectors such as retail export, pharmaceuticals, e-commerce, and manufacturing.
• Increase the number of contracted clients for express and freight forwarding services.
• Strengthen Aramex’s perceived reliability and technological edge in the Sri Lankan logistics market.
• Streamline lead qualification and conversion using CRM integrated nurturing and follow-ups.

Strategy and Execution

• Executed a multi-channel outreach program combining LinkedIn advertising for logistics managers and procurement professionals, Google Ads targeting business verticals, and personalized email drip campaigns.
• Created educational materials focusing on Aramex's technology-enabled tracking, customs clearance ease, and scalable shipping solutions.
• Integrated lead management with Aramex’s CRM and sales systems for timely and personalized engagement.
• Applied data analytics to prioritize efforts on high-growth sectors like pharmaceuticals and export-oriented retail.

Key Metrics and Results (Illustrative Data)

Customer Insights and Personas

• Procurement Manager Rasitha: Requires reliable, cost-effective shipping with customizable service levels and easy access to shipment status.
• SME Owner Kamal: Seeks straightforward, scalable logistics solutions with responsive support and transparent pricing.
• Retail Exporter Nisha: Focuses on speed and efficiency for high-volume exports, looking for seamless customs clearance services.

Strategic Growth Opportunities Identified

• Sector-Specific Campaigns: Target pharma and export retail verticals with tailored messaging on compliance and efficiency.
• Value-Added Service Bundles: Develop packaged offerings combining shipping, customs clearance, and tracking.
• Customer Portal Enhancements: Expand digital self-service options for order management and tracking to improve client retention.

Go-to-Market Recommendations

• Message around “Reliable Logistic Solutions Built for Growth-Driven Sri Lankan Businesses.”
• Use LinkedIn for precision B2B targeting and Google Ads for vertical-specific awareness.
• Highlight success stories showing doubling of lead conversions and shipment volumes.
• Pilot performance-linked pricing models to incentivize large contract sign-ups.

Conclusion

Aramex Sri Lanka’s lead generation initiative achieved substantial growth by more than tripling qualified leads and significantly boosting conversion and shipment volumes. The integration of CRM-driven nurturing with a focused multi-channel campaign improved pipeline velocity and customer satisfaction. This case underscores how strategic lead generation aligned with operational excellence drives competitive advantage in the regional logistics industry.