Overview

DHL Sri Lanka, a leading global logistics and express delivery service provider, aimed to streamline and expand its B2B customer base by generating qualified leads among importers, exporters, and large enterprises seeking reliable international and domestic shipping solutions. Partnering with a strategic lead generation agency, DHL Sri Lanka focused on enhancing lead quality, improving conversion rates, and optimizing sales funnel workflows in a competitive logistics market.

Campaign Objectives

• Generate a high volume of qualified B2B leads from import/export companies, manufacturers, e-commerce enterprises, and corporates
• Increase bookings and contracts for freight forwarding and express parcel services.
• Elevate DHL Sri Lanka’s brand visibility as the top logistics partner in the Sri Lankan market.
• Simplify and automate prospect-to-customer conversion via digital lead nurturing and CRM integration.

Strategy and Execution

• Deployed a multi-channel lead generation approach including LinkedIn outreach targeting logistics decision-makers and procurement heads, targeted Google Ads campaigns focused on freight solutions, and personalized email marketing sequences.
• Implemented an educational content strategy addressing common logistics challenges such as customs clearance, cost optimization, and shipment tracking.
• Integrated lead capture with DHL’s CRM and sales platforms to enable fast follow-up and tailored service proposals.
• Leveraged data analytics to identify high-potential verticals such as apparel manufacturing, IT exports, and fast-moving consumer goods. .

Key Metrics and Results (6-Month Campaign)

Customer Insights and Personas

• Logistics Manager Kumara: Needs dependable, fast shipping with transparent tracking and cost control. Success means minimizing delays and optimizing supply chains.
• Procurement Officer Nimal: Interested in competitive pricing, flexible contract terms, and value-added services. Prioritizes vendors with proven reliability.
• E-commerce CEO Anjali: Seeks integrated shipping solutions with parcel tracking and scalable services to handle growing volumes.

Strategic Growth Opportunities Identified

• Vertical-Specific Lead Campaigns: Tailoring campaigns and solutions for high-growth export segments like apparel and IT services.
• Hybrid Pricing Models: Offering volume discounts combined with performance incentives for long-term contracts.
• Technology Integration Expansion:: Enhancing digital interfaces for booking, tracking, and customer service to increase convenience and stickiness.

Go-to-Market Recommendations

• Emphasize messaging around “Reliable, Transparent, and Fast Shipping Solutions Tailored for Sri Lankan Businesses.”
• Use LinkedIn for direct outreach to decision-makers and Google Ads segmented to trade and manufacturing sectors.
• Showcase case studies illustrating doubled conversion rates and increased shipment volumes.
• Pilot performance-based pricing or bundling contracts to attract large importers/exporters.

Conclusion

DHL Sri Lanka’s targeted lead generation campaign significantly boosted the quality and quantity of B2B leads, more than doubling conversion rates and tripling shipment volumes. The integration of digital lead nurturing, data-driven targeting, and CRM automation transformed the sales pipeline efficiency and customer experience. This initiative demonstrates the impact of strategic lead generation tailored to high-value logistics verticals in emerging markets.