B2B Online Marketing for the Logistics Industry

Core Areas to Focus On

Website & Technical SEO (The Hub for Everything)

• Content: Service pages (LTL, FTL, warehousing, last-mile, etc.), landing pages for each industry solution, case study/client pages, pricing/quote request pages, and an in-depth blog.
• Benefits: Increases visibility when customers search for solutions and generates high-quality leads via forms and quote requests.

Content Marketing & Thought Leadership

• Content: In-depth blogs, whitepapers, industry reports, case studies, and operational checklists for clients (e.g., “Guide to Choosing a 3PL Provider”).
• Objective: To build trust with buyers. Logistics buyers are highly interested in real-world cases, ROI, and compliance.

LinkedIn + B2B Social (Organic & Paid)

• Strategy: LinkedIn is the leading channel for B2B to reach decision-makers (logistics managers, procurement, ops managers). Run Sponsored Content, Message Ads, and Event/Webinar ads.

Search Ads (Google Search) & Niche PPC

• Strategy: Bid on keywords like “3PL Vietnam,” “warehouse near Ho Chi Minh,” and “LCL shipping Vietnam” to capture existing demand. Combine this with remarketing campaigns.

Account-Based Marketing (ABM) & Outreach

• Strategy: Use this when targeting a few large accounts (retailers, e-commerce platforms). Combine personalized content with LinkedIn and email outreach.

Email Marketing & Marketing Automation / Lead Nurturing

• Strategy: Create nurturing sequences for leads: onboarding, educational drips, and re-engagement campaigns. Integrate with a CRM to assess lead quality.

Video & Product Demos

• Content: Warehouse videos, warehousing tours, operational process videos, and customer testimonial videos. Video helps explain complex logistics services more quickly and reliably.

Events / Webinars / Virtual Site Tours

• Strategy: Host webinars on topics like supply chain optimization and invite clients to share their case studies. Use these as high-quality lead magnets.

Customer Success / Case Studies / Reviews

• Strategy: Focus on gathering ROI data for each client, including cost savings and increased fill rates, to use as testimonials.

Data, Analytics & Integrations

• Strategy: Implement tracking (GA4, server-side if needed), attribution (UTM), and pipeline reporting in the CRM. Integrate with ERP/WMS systems for demos or proof of concepts (POCs) when necessary.

What to Invest In (People, Tools, Content, and Budget)

Personnel & Roles

• Marketing Lead / Head of Growth: Responsible for strategy, ABM, and KPI measurement.
• Content Specialist: A technical copywriter with logistics experience.
• SEO Specialist: Manages on-page and off-page SEO.
• Paid Ads Specialist: Manages campaigns on LinkedIn, Google, and Facebook.
• Marketing Ops / CRM Admin: Manages platforms like HubSpot or Salesforce.
• Graphic & Video Designer: (1-2 people or outsourced)
• Sales Enablement / Pre-sales: Bridges the gap between marketing and sales and conducts demos.

Tools & Tech Stack (Typical Examples)

• Website: WordPress is a good choice in Vietnam. If you have a larger budget and complex needs, consider custom coding.
• CRM: Salesforce or HubSpot, or other local management apps (depending on the scale).
• Marketing Automation: HubSpot, Marketo, ActiveCampaign.
• SEO & Content Tools: Ahrefs / SEMrush / SurferSEO.
• Ads: LinkedIn Ads, Google Ads, Facebook (for retargeting if needed).
• Analytics: GA4, Looker/PowerBI for pipeline reports.
• Integrations: Zapier / Make / Workato; connecting to ERP/WMS when necessary.

Content & Production

• Content: Articles, publications, videos, and monthly newsletters.
• Estimated Production Costs: In-depth written content: 200,000–800,000 VND/article (depending on the level of detail). Articles in publications: 3,000,000–30,000,000 VND depending on the publication. Short promo/demo videos: 1,500,000–30,000,000 VND.

Advertising & Budget (For Reference)

To get an accurate budget, you should consult with a specialist or a professional agency. However, here’s a general overview:

• LinkedIn (B2B): Start with 15,000,000–100,000,000 VND/month for testing; scale as needed based on your CPL (Cost Per Lead). LinkedIn generally has a higher CPL but generates higher quality leads.
• Google Ads (Keyword, YouTube, Display): 25,000,000 to over 500,000,000 VND/month. More competitive keywords will have a higher cost.
• Facebook Ads: 50-70% of the Google Ads budget.
• SEO & Content: 50,000,000–500,000,000 VND/month (depending on your needs and SEO strategy). It’s recommended to maintain this for at least three months.
• Email Marketing and CRM Software: This depends on your business model and customer volume. If you have a small number of clients, you may not need these immediately.

B2B operations are very different from other businesses. Image and brand will be crucial determining factors for B2B companies. Therefore, you need a long-term strategy for your online marketing program.