Paid Media
Search Engine Optimization
Data & Insights
Scaling Demand Gen and Marketing Efficiency for a Logistics Company
A global leader in supply chain solutions specializing in freight forwarding, eCommerce fulfillment, and white-glove delivery, partnered with Marcel Digital to strengthen its digital demand generation strategy.
As competition intensified across logistics and eCommerce sectors, the company needed a more measurable and efficient approach to generating qualified leads and connecting marketing performance to real revenue outcomes.
Marcel Digital implemented an integrated SEO and paid search strategy designed to capture high-intent demand, improve marketing efficiency, and provide clear visibility into how search marketing contributed to pipeline and revenue. By aligning marketing performance with Salesforce data, the company gained the insights needed to prioritize the campaigns, keywords, and content most likely to generate high-value opportunities.
The Challenge
The company’s digital marketing programs were generating traffic and leads, but the team lacked visibility into how those efforts translated into pipeline and revenue.
Several issues limited their ability to scale demand generation efficiently.
Limited Visibility Into Revenue Impact. Marketing performance data existed across multiple platforms, but Salesforce and GA4 were not fully connected. Without a unified measurement framework, it was difficult to understand which search campaigns or keywords were contributing to sales opportunities and revenue.
Inefficient Campaign and Content Prioritization. Both SEO and paid search efforts were broadly targeted, generating lead volume but not always producing high-quality opportunities. Without clear insights into lead quality, marketing investments were spread across initiatives that did not consistently drive sales outcomes.
Evolving Market Demand. The logistics industry changes rapidly due to supply chain disruptions, economic shifts, and evolving customer needs. The company needed a search strategy capable of adapting quickly to new demand signals and emerging opportunities.
The Solution
Martech Alignment & Revenue Measurement
Marcel Digital began by aligning the company’s marketing and sales data to create a unified measurement framework. GA4 and Salesforce were integrated to track the complete journey from search engagement through pipeline and closed deals. This allowed the team to analyze:
Revenue by channel over time
Cost per qualified lead
Customer acquisition cost trends
Campaign and keyword influence on SQL generation
This new measurement framework allowed the company to evaluate marketing performance based on revenue efficiency rather than lead volume alone.
Paid Search Optimization for Sales Efficiency
Using Salesforce insights, Marcel Digital analyzed paid search performance to determine which campaigns were producing qualified opportunities. The analysis revealed that two campaigns were responsible for the majority of Sales Qualified Leads and closed business.
The paid search strategy was restructured to prioritize these high-performing campaigns. Budget was consolidated around the initiatives proven to generate revenue, while underperforming campaigns were eliminated.
Keyword targeting and bidding strategies were also refined to focus on high-intent searches aligned with the company’s Ideal Customer Profile. This shift reduced wasted spend while improving lead quality and conversion rates.
SEO Strategy to Capture High-Intent Demand
At the same time, Marcel Digital rebuilt the company’s organic search strategy to capture demand from companies actively researching logistics providers.
The website was restructured with an SEO-focused information architecture aligned with user search behavior and the company’s key service offerings. Technical improvements enhanced site performance and indexability, while UX updates strengthened conversion pathways across key pages.
Content strategy focused on high-value industries and logistics services where they had strong expertise, including retail, healthcare, aerospace, electronics, fashion, and technology.
By aligning SEO with real customer search behavior, the company was able to expand its reach among companies actively evaluating logistics partners.
The Results
The integrated SEO and paid search strategy delivered significant improvements in both lead quality and marketing performance.
Key results included:
144% increase in SQLs in Q4 compared to Q3
22% reduction in cost-per-SQL, improving overall marketing efficiency
Higher-quality organic leads, driven by stronger alignment between content, search intent, and industry demand
Significant growth in non-branded organic visibility, expanding new customer acquisition opportunities
Direct revenue influence, with portions of the nearly $13 million in digital marketing–influenced revenue tied to search-driven demand generation
Additionally, 100% of paid search–driven closed business now comes from just two optimized campaigns, demonstrating the impact of focusing investment on the strategies proven to generate pipeline.
