Logistics SaaS / Freight Visibility United States + Mexico 65 employees · Series B

14 SQLs per month for a freight visibility SaaS selling to shippers and 3PLs

How we ran an outbound motion into VPs of Supply Chain and Heads of Transportation across the US and Mexico — and made it bilingual.

14SQLs / month (months 2–6)

A 65-person Series B logistics SaaS sold real-time freight visibility to shippers, 3PLs and brokers. Their previous SDR team was burning through a 14,000-account TAM with low-quality outreach. We took LinkedIn off their plate, rebuilt the ICP into 3 tiers and delivered a consistent 14 SQLs per month with bilingual English/Spanish messaging.

THE CHALLENGE

What we walked into

Sales team was spending 60% of time on unqualified discovery calls.
Buyers split across two languages and two cultures (US shippers + Mexican 3PLs).
Long enterprise sales cycles (6–12 months) needed disciplined multi-threading.
Existing SDRs were burning the TAM — 35% of accounts had received outreach in the last 90 days.

THE ICP

Exactly who we targeted

Job titles

VP Supply ChainHead of TransportationDirector of LogisticsVP Operations (3PL)Director of Carrier Operations

Industries

CPG / FMCG manufacturersRetail & e-commerceAuto parts3PLsFreight brokers

Geographies

United StatesMexicoTexas-MX cross-border corridor

Company size

$50M–$2B revenue (shippers); $20M+ (3PLs)

THE APPROACH

How we ran the motion

Tiered ICP (A / B / C)

We split the TAM into Tier A (top 400 accounts — manual personalisation), Tier B (next 1,800 — semi-personalised), Tier C (rest — lighter touch). Tier A drove 71% of pipeline.

Bilingual English + Spanish copy

Native-Mexican-Spanish copywriter on the account. Spanish sequences for Mexico-based 3PLs and Mexican operations leaders at US shippers. Reply rates in Spanish were 1.6x English in that segment.

Operational specificity

Every opener referenced an operational detail (lane, mode, recent freight bid, cross-border corridor activity). No 'I'd love to chat about supply chain visibility' generics.

Customer case-study clip drops

Follow-up 2 dropped a 60-second customer clip (real shipper saving on detention). Reply rates on this step were 14% — the highest of any follow-up step.

Sales engineer brought in early

After SQL but before formal demo, we brought in a sales engineer for a 20-min 'data fit' call. Show rate jumped to 84%, demo→opportunity rate jumped to 61%.

TRIGGER SIGNALS

What we waited for before reaching out

Every account had to fire at least one of these signals in the last 90 days before it entered the sequence. Trigger-based timing is the single biggest driver of reply rate.

New VP Supply Chain / Head of Transportation hire

LinkedIn job-change alerts

Carrier & visibility stack reviewed in first 6 months

Freight bid / RFP season activity

FreightWaves + LinkedIn posts

Visibility & ETA tooling re-evaluated alongside lane rates

New DC opening or cross-border lane expansion

Press + LinkedIn company posts

Operational complexity spike — visibility becomes urgent

Detention/demurrage complaints from drivers/carriers

Public LinkedIn posts + Reddit

Direct pain — opens door to ROI conversation

TMS migration (MercuryGate, Oracle TMS, Blue Yonder) in last 12 months

BuiltWith + LinkedIn skill tags

Integration window is open

THE FUNNEL

Numbers at each step of the motion

Monthly steady-state. Numbers rounded; conversion rates measured over 6+ months.

Total TAM

Shippers + 3PLs + brokers (US + MX)

14,000

Tiered list worked

Tier A 400 · Tier B 1,800

2,200

Connection requests sent / month

3 profiles · 95/wk

1,140

Connections accepted

410 (36%)

Conversations started

256

Positive replies

43 (10.4%)

Meetings booked / month

Sales-qualified (SQL)

Tier A → 71% of pipeline

CAMPAIGN MECHANICS

What the engine looked like

Profiles running outbound

3 (VP Sales + 2 BDR profiles)

Connection requests / week / profile

Languages

English + Mexican Spanish

Personalization level

Tier A: 1-to-1 · Tier B: semi · Tier C: light

Tools

Sales Navigator, HeyReach, Clay, Salesforce

TIMELINE

From kickoff to steady state

Week 1–2

ICP rebuild, tiering exercise, bilingual copy frame

Week 3

Sequences built. Tier A list (400) hand-curated.

Week 4

Launch with 1 profile. Tier A first.

Week 5–8

Scale to 3 profiles. 13–15 SQLs/month from week 6.

Week 9–24

Steady state. Expansion into cross-border MX corridor.

Engagement length: Ongoing — 7 months at time of writing

THE RESULTS

Numbers that held month after month

SQLs booked

in 6 months

SQLs / month

months 2–6 average

36%

Acceptance rate

on connection requests

10.4%

Positive reply rate

of accepted connections

$1.1M

Pipeline generated

first 6 months

Closed-won

incl. 2 Tier A logos

"The tiering was the unlock. Instead of our SDRs sending the same email to a Walmart and a regional broker, the top 400 accounts now get treatment that actually matches the deal size."

VP Sales

Logistics SaaS · 65 employees · Austin / Mexico City