The 2025 3PL Sales Playbook: Outbound Strategies to Win More Clients

How Do You Get Clients in the Logistics Business in 2025?

• Define a clear ideal customer profile and use multi-channel outbound to reach prospects. It often takes 6–8 touchpoints to close a 3PL sale, so persistence and precision targeting are essential.

What Do 3PL Customers Expect From Providers Now?

• Buyers prioritize measurable results, tech capabilities, and cost control. Over 74% would consider switching to a 3PL with stronger AI capabilities, making innovation a key sales differentiator.

How Do You Find 3PL Customers Efficiently?

• Combine industry directories, event lists, and AI-driven intent data to build targeted lists. Focus outreach on prospects showing urgent logistics needs or growth triggers.

Why Is AI a Game-Changer for 3PL Sales?

• AI tools can score leads, personalize outreach, and optimize timing, allowing sales teams to engage more qualified prospects faster while maintaining a human touch.

What’s the Best Outbound Channel Mix for 3PL Leads?

• Use coordinated cold email, cold calling, and LinkedIn outreach. Email for scale, calls for direct engagement, and LinkedIn for credibility and social proof.

When Should You Use Third-Party Lead Generation?

• Outsourcing is ideal for rapid scaling, market entry, or filling pipeline gaps. It can cut acquisition costs by up to 40% while giving access to proven outreach expertise.

How Can You Ensure Prospects Choose Your 3PL?

• Maintain a visible, credible online presence with industry-specific content, case studies, and search visibility, so you’re top-of-mind when buyers “find a 3PL.”

Introduction

How do you get clients in the logistics business when the market is more crowded than ever? If you’re leading a third-party logistics (3PL) sales team in 2025, you’ve likely asked yourself this very question. 

With 3PL sales cycles growing more complex and digital disruption rewriting the rules, the old outbound playbook just isn’t enough. It’s time for a new approach – one that blends proven strategy with cutting-edge tools (yes, including AI) to win more logistics clients in a hyper-competitive landscape.

In this playbook, we’ll share how our team approaches outbound 3PL sales in 2025, backed by industry insights and actionable frameworks. 

From pinpointing how to find 3PL customers that fit your business to leveraging AI-powered outbound tactics, we’ve got you covered. Let’s dive in and explore how you can fill your pipeline with high-value 3PL leads and consistently land new logistics clients this year.

How to Get Clients in the Logistics Business (2025 Outlook)

Winning new customers for your logistics business has never been more challenging – or more ripe with opportunity. The global 3PL market surpassed $1.19 trillion in 2024 (2), with tens of thousands of providers competing for shippers’ business (over 72,000 3PL companies in the US alone (2)). Demand is high – 90% of Fortune 500 companies use at least one 3PL partner (2) – but so is competition. Simply put, potential 3PL customers have more choices than ever when “finding a 3PL” provider.

So, how do you get clients in the logistics business today? The key is to differentiate your outbound sales approach to stand out from the pack. In 2025, that means moving beyond old-school tactics (random cold calls and generic email blasts) and embracing a multi-touch, highly targeted lead generation and outbound strategy. The data is clear: outbound selling is far from dead – in fact, it’s evolving and thriving. Nearly half of revenue teams now blend inbound and outbound efforts, and 37% even maintain dedicated outbound sales teams (3). And while buyers are more selective, proactive outreach is still essential to reach those who aren’t actively coming to you.

However, buyers do expect more from sales outreach now. B2B decision-makers are inundated with pitches, so your team must bring real value and relevance with every touch. It often takes 6–8 touchpoints to close a 3PL deal, yet many reps give up after just two or three (7). Persistence – delivered strategically – pays off. Outreach data shows an average of 4.8 touches just to get an initial response (3), underscoring that you can’t rely on a single cold call or one-off email and expect results. Modern 3PL outbound requires a coordinated playbook of touches across email, phone, and LinkedIn, all tailored to the prospect’s needs.

The bottom line? To win more logistics clients in 2025, we need to be both high-tech and high-touch. That means combining smart targeting (often driven by data and AI) with the human element of relationship-building. In the next sections, we’ll break down exactly how to do that – starting with understanding your ideal customers and what they care about most.

Understanding 3PL Customers and What They Want in 2025

Before blasting out another outreach sequence, take a step back. Effective outbound starts with a deep understanding of your 3PL customers – who they are, what they need, and what keeps them up at night. In 2025, 3PL buyers are under intense pressure themselves: e-commerce brands demand faster fulfillment, manufacturers wrestle with supply chain disruptions, retailers want real-time visibility, and every industry is eyeing costs. To connect with prospects, your sales messaging must show you get these pain points and can deliver results.

Start by defining your Ideal Customer Profile (ICP). Rather than trying to be everything to everyone (a common mistake in logistics sales (7)), narrow your focus to the types of clients you serve best. Analyze your most profitable and satisfied customers for patterns: What industry are they in? How large is their operation (order volumes, SKU counts)? What specific challenges did they need you to solve? 

For example, maybe you excel with mid-sized e-commerce retailers struggling with 2-day delivery expectations, or with automotive manufacturers needing just-in-time inventory and specialized handling. Identify those sweet spots and prioritize similar prospects. One 3PL provider increased their close rate from 12% to 37% simply by zeroing in on a niche (in their case, $5–20M beauty brands) that matched their strengths (7).

Equally important is knowing what matters most to those prospects. Across the board, logistics buyers care about outcomes, not just features. 

As one industry expert puts it, “We have 100,000 square feet of warehouse” means nothing to a brand owner losing sleep over late shipments. Your outreach should speak to solving concrete problems like slow fulfillment, high shipping costs, stockouts, lack of visibility, or scaling pains during peak seasons (7). 

Frame your value in terms of results: for instance, instead of touting “24/7 customer service,” you might say “our clients saw 40% fewer delayed orders last quarter by using our real-time tracking system.” Whenever possible, back up claims with data or brief case studies (“We helped Client X cut outbound shipping costs by 23% while speeding up delivery times (7)”). This shows prospects you understand their pain points and have a track record of addressing them.

Another huge consideration for 3PL customers in 2025 is technology. Virtually every shipper is looking for a tech-savvy logistics partner. They want to know what systems you use (WMS, TMS, analytics dashboards) and how those tools will make their lives easier – whether it’s instant inventory visibility or predictive analytics for demand spikes. If you’re truly tech-forward (e.g. offering an AI-enhanced platform or seamless integrations with Shopify, Amazon, etc.), make it a selling point. Do live demos during sales calls to let prospects experience your capabilities (7) (7). This can be a differentiator, because while many 3PLs claim to be “innovative,” shippers can be skeptical until they see it in action.

In fact, embracing advanced tech like AI isn’t just a gimmick – it’s increasingly a competitive necessity. Recent research revealed that 74% of shippers would consider switching to a 3PL that has stronger AI capabilities (5). In other words, the majority of your potential clients are actively interested in how you leverage AI and data to improve service. They view 3PLs with AI-driven solutions as better equipped to optimize supply chains. This is a critical insight: if your sales team can highlight any AI or automation your company uses (for routing, forecasting, optimizing loads, etc.), it could directly influence buying decisions. Even if you’re not heavy on AI yet, you should at least be ready to discuss how you plan to incorporate cutting-edge tech to deliver better results for customers.

To summarize: know your customers inside-out. By focusing on the right prospects and addressing their specific needs – whether it’s cost reduction, speed, compliance, or technology integration – you set the stage for outbound conversations that resonate. Next, we’ll translate that customer understanding into building targeted lead lists and proactive outreach.

How to Find 3PL Customers and Build a Pipeline of Qualified 3PL Leads

With your ideal customer profile in hand, the next challenge is finding enough of those prospects and turning them into sales ready leads. In a booming logistics market, prospects won’t just fall into your lap – you need a systematic approach to identify and engage them. Here’s how we find 3PL customers and keep our sales pipeline flowing with qualified opportunities:

1. Leverage Industry Sources to Identify Prospects. Go where your potential clients are already active. That means tapping into industry directories, trade associations, and events. Many online logistics publications and buyer guides list businesses by industry or region – these can be goldmines for prospecting (1). For example, a directory of fast-growing e-commerce brands or a “top 100 manufacturers in X industry” list can kickstart your lead list. Similarly, trade shows and conferences are excellent for uncovering companies that might need 3PL help (1). If a company is exhibiting at a supply chain expo, they’re likely investing in logistics improvements – perhaps outsourcing. Keep an eye on which companies attend or present at logistics and retail events; afterward, you can reach out referencing the event (“I saw your booth at CSCMP, loved your team’s insights on cold chain compliance…”). Even monitoring press releases or LinkedIn for companies announcing new product lines, geographic expansions, or record order volumes can signal potential 3PL needs – growth often strains in-house logistics, creating an opening for you.

2. Build Targeted Lead Lists (Quality Over Quantity). Once you’ve gathered raw prospect names, it’s time to curate a targeted prospect list. Effective third-party lead generation is not about blasting every company under the sun; it’s about homing in on the best-fit leads. Consolidate data from your various sources into a list or CRM, and include key details that will help tailor your outreach: industry sector, what you gleaned about their logistics challenges (e.g. “experiencing rapid growth in e-commerce, likely needs fulfillment support”), and the right contact person if possible. Aim to identify the decision-makers – roles like Supply Chain Director, COO, Logistics Manager, VP of Operations, etc., depending on the org size. If names aren’t readily available, use LinkedIn or data tools to find them. The extra work here pays off; a precise, researched list yields far better results than a giant unfiltered one. 

3. Use Data Signals (and AI) to Prioritize High-Potential Leads. Not all prospects on your list are created equal – some will have a far more urgent need for a 3PL than others. In 2025, we can leverage data and AI to figure out who is most likely to need our services right now. For instance, generative AI tools can scan public data (news, job postings, financial reports, social media) to surface companies showing “pain signals” or growth indicators. An AI could flag an e-commerce retailer struggling with delivery delays based on customer reviews, or identify a pharmaceutical company launching new products and likely facing distribution challenges (6). These context clues help you prioritize outreach to prospects that have a high conversion potential. Our team uses an AI-driven platform that tracks over 3,000 intent signals – such as a company ramping up online ad spend (hinting at upcoming demand spike) or hiring supply chain roles – to score and prioritize leads. The idea is to work smarter: focus your time on those leads where there’s a strong fit and a timely need, rather than treating all prospects the same. By zeroing in on “hot” leads, you’ll see higher response rates and more receptive conversations.

4. Reach Out Proactively – and Personally. With a rich, prioritized lead list in hand, don’t sit back and wait for these companies to find you. As obvious as it sounds, many 3PLs rely too much on referrals or inbound sales inquiries and miss out on the huge swath of business that can be won through outbound. Make it a goal to initiate contact with your top prospects. This can start with a well-researched cold email or a call (we’ll cover techniques in the next section). The key is to personalize your outreach to each prospect’s situation. Reference the specific trigger or trait that landed them on your list: “I noticed your new product line launch – congrats! Often that leads to inventory challenges; as a 3PL, we can… [value point].” Show them this isn’t a random spam email or call, but a targeted approach because you understand their business. If you have a relevant case study (“we helped a similar company expand to 2-day shipping in Europe within 3 months”), mention it briefly as a credibility booster. Proactive outreach is essential – as one sales maxim goes, “Don’t wait for leads to come to you – go after them!” (1).

5. Offer Value Up Front. Early in the engagement, whether via email or LinkedIn message, provide something useful beyond just “hire us”. This could be sharing a white paper, an industry benchmarking stat, or a quick audit of their current logistics setup. For example, you might attach or link to a short case study on cost-saving warehouse solutions if you know cost is an issue (1). Or offer a “complimentary distribution cost analysis” for their business. By offering value, you start building trust and positioning yourself as a helpful partner, not just another vendor. It answers the prospect’s unspoken question, “What’s in it for me to talk with you?” and increases the likelihood they’ll respond to that first touch.

6. Optimize Your Online Presence for Inbound (So Prospects Find You Too). This playbook is focused on outbound sales, but let’s not ignore the flipside: many prospects will do their own research before engaging with a 3PL. Make sure that when a potential client tries to find a 3PL partner online, your company is easy to discover and looks credible. That means your website should be up-to-date, clearly describe your services and industry expertise, and include content that addresses common logistics challenges. Investing in SEO around terms like “3PL for [Industry]” or “how to get clients in logistics business” may help attract leads organically (1), which your outbound team can then nurture. And when your outbound emails spark interest, prospects will Google you or check your LinkedIn – having authoritative blog posts or case studies on your site gives them reason to take your outreach seriously. In short, inbound and outbound should work hand in hand: your proactive efforts drive awareness, and your online content reinforces your credibility when prospects investigate further.

By systematically identifying prospects, prioritizing them with data, and reaching out with tailored, value-driven messaging, you’ll create a steady engine of 3PL lead generation. Now let’s delve into the specific outbound tactics – across email, phone, and social channels – that turn those leads into sales opportunities.

Outbound Outreach Channels: Cold Email, Cold Calling, and LinkedIn

Not long ago, logistics sales was a primarily face-to-face, handshake-driven game. While relationships are still paramount, today’s 3PL sales reps build those relationships using an omnichannel marketing approach through a mix of outbound channels – notably email, phone, and LinkedIn. 

A winning outbound strategy uses all three in a coordinated way. Why? Because different prospects respond better to different channels (and often, it takes a combo to finally get a reply). Let’s break down best practices for each:

Cold Email Outreach: Personalize at Scale

Email remains the workhorse of outbound sales – it’s efficient, scalable, and preferred by many busy executives. But cold email in 2025 is not about spammy bulk blasts; it’s about personalization at scale. 

In fact, more than half of sales teams (54%) are now using AI tools to help craft personalized outbound emails (3), recognizing that tailored messages vastly outperform generic sales email templates. Here’s how to maximize your cold email game:

• Highly Targeted Messaging: Use the research from your ICP and lead list to tailor each email. Reference something specific about the prospect’s business or industry so they immediately see this isn’t a mass email. It could be as simple as, “Hi [Name], I noticed your company is expanding into e-commerce in Europe – congrats. Often that brings complex customs and fulfillment challenges…”. This shows relevance. One strategy is to segment your outreach by vertical or role and craft a core message for each, then personalize the intro sentence or two for each prospect.
  
• Value-Focused Subject and Opening: Your subject line and first line need to hook the reader by addressing a pain or goal they care about. For example, subject: “Idea to cut shipping costs 20% at [Company]” or “Quick question on your fulfillment ops”. The opening line could be, “As a retail COO, you’re probably seeing high shipping costs eat into margins – we have some ideas to help…”. Get to the point fast – the prospect should see within a few seconds that reading on might benefit them.
  
• Brevity and Clarity: Keep emails concise (3–5 short sentences or a few bullet points). Logistics folks are busy. If your email looks like a wall of text, it will be skipped. Focus on one key value proposition or insight per email. For instance: “We recently helped a company similar to yours speed up deliveries by 1 day while saving 15% in freight – are you interested in how?” That’s punchy and invites a response or meeting.
  
• Credibility Boosters: Wherever possible, sprinkle in credibility. This could be a one-liner case study (“…helped [Client] achieve X”), a statistic, or even a relevant quote. Hyperlinking to third-party articles or data can also add credibility – e.g., citing a stat about their industry challenge and linking to the source. Just don’t overdo external links (one is fine) and ensure any link is from a respected source (no competitor links).
  
• Strong CTA: End with a simple call-to-action. Instead of a vague “let me know if you’d like to talk,” try something more direct yet low pressure: “Open to a 15-minute call next week to discuss? I can also share a quick benchmarking report for your industry.” Offering something (a call plus a resource) often works well. Also, use a professional signature with your name, title, company, and LinkedIn link – it reassures them you’re a real person.
  
• Deliverability Matters: All the great messaging means nothing if your email never reaches the inbox. By 2025, inbox providers are even more stringent. Use best practices: send from a business domain (ideally warmed up to build sender reputation), avoid spam-trigger words, and consider tools to monitor email deliverability. 

Our team, for instance, sets up dedicated outreach domains and warms them up, and uses an SMTP service to scale sending without getting flagged. It’s worth having a technical lead generation specialist or service handle email warming-up so your emails land where they should.

One SPF or DMARC error can tank your sender score, and skipping warm-up gets you flagged before you start. Subdomains require precision. A SaaS client’s campaign failed when their IT team unknowingly used a blacklisted shared IP. We fixed it with a dedicated IP and proper warm-up, restoring deliverability.

Cold Calling: Strategic Conversations that Stand Out

Cold calling in the logistics sector can be incredibly effective – precisely because so many salespeople have shifted entirely to digital channels. A well-timed, well-prepared phone call can cut through the noise of a prospect’s crowded inbox. 

That said, cold calling in 2025 is about quality, not quantity. Randomly dialing hundreds of numbers from a list is a recipe for burnout and frustration. Instead, focus on these principles:

• Call the Best Prospects: Use the lead prioritization we discussed. Who on your list has engaged with your emails or visited your website? Who shows intent signals? Call those people first. Also prioritize high-value accounts (bigger potential deals) even if they haven’t responded to email – a personal call can impress a senior decision-maker who ignores emails.
  
• Research & Relevance: Before dialing, spend a few minutes reviewing the prospect’s LinkedIn or company news so you can open with something relevant. “Hi, this is [Name] from [Your 3PL]. I saw that [Prospect Company] just opened a new distribution center – exciting news. The reason I’m calling is we specialize in helping companies smoothly launch new DCs…” A custom opener signals this is not a generic telemarketing call.
  
• Lead with a Hook: Within the first 20 seconds, you must answer “What’s in it for me?” for the prospect. That might sound like: “We recently helped [Similar Company] cut their regional shipping costs by 18% – and I thought those insights could benefit you given your expansion.” This piques curiosity and establishes relevance.
  
• Conversational, Not Scripted: While you should have a mental (or written) outline, don’t read a script word-for-word. People can tell. Be conversational and ready to pivot based on their responses. Prepare 2–3 key points you want to convey and some open-ended questions to ask. For example, after your intro you might ask, “I’m curious, what’s been your biggest headache with the new DC so far?” Engaging them to talk about themselves is key – and gives you intel and rapport.
  
• Handle Gatekeepers Professionally: In logistics sales, you might often hit assistants or operators. Treat them with respect and brief clarity. Ask for the person by name if you have it, or for the title if not (“Could you connect me with your supply chain director? I have some information on [X pain point] that should reach them.”). Sometimes sharing a bit of value with the gatekeeper (“Maybe you can help me – I have some benchmarking data on transportation costs that I think [Name] would find useful…”) can encourage them to pass you through or at least pass along a message.
  
• Voicemail That Adds Value: If you don’t reach the person, leave a voicemail – but not a generic one. State your name, company, and a 10-second value pitch: “Hi [Name], this is [You] from [3PL Co]. I have a quick insight on how you could improve [X] – for example, we helped [Similar Co] improve on-time delivery by 15%. I’ll send an email as well, but would love to share this with you. You can reach me at [phone].” This might prompt them to check your email or even call back if intrigued. Keep it under 30 seconds.
  
• Follow-Up After Calls: If you did have a good conversation, send an email follow-up summarizing the key points, as a thank-you and next step. If you left a voicemail, send an email referencing it (“I just left you a voicemail regarding [X]…”). This multi-channel touch ensures your message doesn’t slip through the cracks.

In short, cold calls can be your sharpest outbound tool when used thoughtfully. Many logistics execs still appreciate a direct phone call that respects their time and offers genuine insight. Even if they don’t take the call, seeing your effort can set you apart from the 100 other salespeople who only send impersonal emails.

LinkedIn Outreach: Social Selling for 3PL Leads

LinkedIn is the de facto social network for B2B sales, and it’s especially useful in the logistics realm where trust and relationships matter. Think of LinkedIn outreach as a way to both prospect one-to-one and build your brand reputation over time. A few strategies to make the most of LinkedIn:

• Professional Profile & Presence: First, ensure your own LinkedIn profile is optimized. Prospects who receive your email or call will often check your profile. Use a professional photo, a headline that reflects your role (e.g. “Helping retail brands optimize fulfillment at [Company]”), and a concise summary of what you do. Share any industry certifications or notable achievements. Essentially, look like someone worth talking to.
  
• Direct Outreach & Connection Requests: You can use LinkedIn much like email – by sending connection requests with a brief note or InMail messages. When reaching out cold, keep it short and don’t immediately go into a sales pitch. For instance, send a connection request saying, “Hi [Name], as a fellow logistics professional I enjoyed your post on supply chain tech. Would love to connect and share ideas.” Once they accept, you can follow up with a more substantial message (“Thanks for connecting – I noticed you mentioned trouble with last-mile delivery costs. We tackled that at [Client], cutting costs 20%. Happy to share more if you’re interested.”). The key is to start conversationally, not pushy.
  
• Share Valuable Content: Establishing credibility on LinkedIn also comes from what you post. Regularly share or author content that your target audience cares about – for example, a short post about “5 Tips to Survive Q4 Shipping Crunch” or commentary on a news article about logistics trends. If writing original posts is tough, even reposting an interesting stat or article with one line of your insight can do the trick. Over time, prospects will see you (and by extension, your company) as thought leaders. In fact, consistently posting industry insights can draw prospects inbound – you might get comments or DMs asking for advice, which can turn into sales leads. As a bonus, when your outbound prospects check you out, your content reinforces that you know your stuff.
  
• Engage with Prospects’ Posts: A stealthy but effective tactic – follow your key prospects and engage with their content. If a target company’s COO posts about “sustainability in logistics,” leave a thoughtful comment (not a sales pitch, just an insight or a compliment). They’ll notice your name. Over a few interactions, you warm them up even before a direct conversation. It’s called social selling for a reason – you build a relationship capital online. One or two meaningful interactions can make your later cold message feel much warmer.
  
• Join Logistics Groups or Forums: LinkedIn has groups for everything, including logistics and supply chain topics. Join groups where your buyers might be (e.g., a group for supply chain managers in ecommerce). Simply being active and answering a question or contributing to discussions can indirectly lead to connections and opportunities. If someone in a forum asks, “Anyone have advice on choosing a 3PL for international shipping?” you might chime in with a helpful answer (without blatantly selling). That goodwill often leads the person to follow up with you or at least accept your connection request.
  
• LinkedIn as a Follow-Up Channel: Lastly, use LinkedIn in conjunction with other channels. After sending an email or leaving a voicemail, a quick LinkedIn message referencing it can ensure it’s seen. For example: “Hi [Name], I dropped you an email yesterday about a potential solution to [pain point]. Just wanted to put a face to the name here on LinkedIn. Happy to chat whenever convenient.”

When done right, LinkedIn outreach doesn’t feel like cold outreach at all – it feels like networking. You’re positioning yourself and your company as knowledgeable, helpful, and well-connected in the industry. Over time, this lowers walls with prospects and can significantly boost your response and conversion rates.

Now that we’ve covered the main outbound channels, let’s talk about the game-changer supercharging all of these efforts: artificial intelligence.

AI-Powered Outbound: How 3PL Sales Teams Are Leveraging AI in 2025

It’s 2025, and unless you’ve been off the grid, you know that artificial intelligence has stormed into the sales world. But what does AI-powered outbound really mean for 3PL sales teams? Simply put, it means using intelligent software and algorithms to automate and optimize parts of the sales process – from finding prospects to crafting messages and timing follow-ups. The goal isn’t to replace the human touch (logistics is still a people business!), but to boost our efficiency and effectiveness. Here’s how AI is changing the outbound game:

• Smarter Prospecting and Lead Scoring: We touched on this earlier – AI tools can crunch vast datasets to find leads that match your ICP and even predict which accounts are most likely to be in the market for a new 3PL. For example, an AI-driven platform can analyze things like a company’s shipping volumes (maybe gleaned from import/export records), hiring trends, news mentions, and more to produce a “propensity to outsource” score. In practice, this means your team spends time on the leads that matter most, rather than spinning wheels on dead-ends. According to Gartner, by 2025 businesses will generate 30% of their outbound marketing messages using AI (4)– reflecting just how deeply AI is embedded in B2B prospecting and outreach.
  
• Personalization at Scale with AI Copywriting: Writing personalized emails can be extremely time-consuming if you do it one by one. AI writing assistants (like GPT-4 and similar models) are game changers here. They can draft tailored email snippets or entire messages based on inputs you give – for instance, the prospect’s LinkedIn bio or a recent news article about them. More than half of sales teams now use AI for email personalization (3), leveraging these lead generation tools to crank out highly customized outreach faster. But a caution: AI-generated text is not perfect. It can sometimes insert incorrect info (e.g., outdated roles or weird phrasing). The best approach is a hybrid one – use AI to draft, then have sales reps review and tweak to ensure the tone and facts are on point. When done right, you get the benefit of scaling up volume without losing the personal touch. Reps can send more emails per day, each one still feeling hand-written to the recipient.
  
• Optimizing Timing and Cadence: AI can analyze engagement data to determine when and how often to reach out to prospects. For example, if an AI notices a particular contact tends to open emails late at night or that similar personas respond more on Tuesdays, it can suggest (or automatically schedule) optimal send times. Some advanced sales engagement platforms use machine learning to adjust the pacing of touches – if a prospect shows high interest (opens email, clicks link), the AI might accelerate the cadence, whereas if they’ve been unresponsive, it might slow down to avoid irritation. These micro-optimizations add up to better outcomes. 

One trend we’re seeing is “AI sales agents” that manage parts of the sequence autonomously – they can send a follow-up email saying “Checking in” if no response, or even leave an AI-generated voicemail. While you should keep humans in the loop for now, such tools can ensure no lead falls through cracks.

• AI-Driven Calls and Conversational Insights: AI is also stepping into phone calls. There are AI dialers that predict the best times to call and even voice assistants that can handle the first part of a call. Some companies have tested AI-powered phone agents with cloned human voices to make initial outreach calls. The tech is still maturing – fully autonomous calls can sound robotic and risk turning off prospects, so in most cases we recommend using AI for assistance, not replacing your SDR’s voice. One extremely useful application is AI-powered conversation intelligence. Tools like Outreach’s Kaia or Gong’s call analytics can transcribe sales calls in real time and give the rep prompts or information. If a prospect mentions “inventory visibility,” the AI can flash a data point or a relevant case study for the rep to mention. Post-call, these tools analyze what worked (talk ratios, keywords) and can coach reps (“Next time, try asking about X earlier”). Essentially, AI becomes a real-time sales coach and analyst, helping your team continuously improve their pitch based on data, not guesswork.
  
• Automated Data Entry and Workflow: Every sales development representative knows the pain of logging activities in CRM and doing follow-up tasks. AI is making this easier by automating administrative overhead. For instance, after a call, an AI can log the call, summarize the notes, and even draft a follow-up email for the rep to review. If a prospect says “call me next quarter,” modern CRMs with AI can automatically set a reminder three months out. By offloading these tasks, reps get more time to focus on actual selling – building relationships, understanding customer needs, and strategizing solutions.
  
• Real Results and ROI Boost: All these AI capabilities aren’t just fancy tools – they’re driving tangible results. Teams that effectively use AI in outbound prospecting report significant productivity gains. One recent analysis showed that 45% of sales teams use AI to handle account research (3), saving hours of manual work. And those hours translate to more calls made and emails sent. There’s evidence that outreach campaigns augmented with AI see higher response rates due to better targeting and personalization. Also, remember that 74% of shippers care about AI capabilities (5) – showcasing that you use advanced methods (like AI-driven prospecting) can actually impress prospects and build your credibility as an innovative partner. It becomes part of your sales story: you’re not just selling logistics, you’re demonstrating you embrace modern technology to provide superior service.

Reality Check: It’s worth noting that AI isn’t a magic wand. There’s plenty of hype out there claiming AI will replace sales reps entirely – that’s not reality (and we wouldn’t want it to be, since relationships are irreplaceable). In fact, only about 22% of teams have tried fully automating their SDR function with AI, and an equal percentage refuse to use AI at all; the majority (~45%) are taking a balanced hybrid approach (3). The takeaway? Use AI as an “iron man suit” for your sales team – it makes them more powerful, but you still need a human inside guiding the strategy. The companies winning with AI are those that support their people with AI, not substitute for them. We’ve found that our outreach is most effective when reps treat AI suggestions as a baseline and then add their own insight and personality on top.

In summary, AI is no longer a futuristic idea in 3PL sales – it’s here now, helping to generate sales leads, personalize outreach, optimize timing, and boost productivity. By adopting the right AI tools and lead generation strategies, your team can reach more prospects with less effort and have more meaningful interactions, all while your competitors are still stuck sorting spreadsheets.

Next, we’ll discuss one more strategy that can amplify all of the above: leveraging external experts to turbocharge your outbound efforts.

Third-Party Lead Generation: Outsourcing Outbound for Scale and Expertise

Even with great tools and a solid internal team, sometimes you need an extra boost. This is where third-party lead generation comes into play – in other words, outsourcing inside sales or some (or all) of your outbound sales development to an external partner. Many 3PLs, especially those looking to scale rapidly or those without a large in-house sales staff, are turning to specialized agencies to fill their pipeline. The idea might sound risky (“Can someone else really represent our company?”), but when done right, it can be a game-changer. Here’s why and how to consider third-party lead gen:

• Access to Expertise and Proven Playbooks: Outsourced sales agencies (like Martal Group and others) do one thing and one thing well: generate leads and meetings. They come with trained SDRs, tested email/ cold call scripts, data resources, and established processes. Rather than you building a team from scratch, you essentially rent a ready-made team that’s already honed their approach across industries. This often means faster ramp-up and better results. In fact, studies show that outsourcing lead generation can produce 43% better results than trying to do it all in-house (8). That’s because external teams bring in the tools and expertise that many in-house teams are still learning. They avoid common mistakes and know how to navigate gatekeepers, craft sequences, and optimize outbound campaigns from day one.
  
• Scalability and Speed: Need to target a new region or industry quickly? Launch a campaign next month instead of next quarter? Third-party providers give you flexibility to scale outreach up or down without the long hiring and training cycle. If you secure budget for a big sales push, a sales agency can deploy additional SDRs to your account in weeks. Conversely, if things slow, you can dial back without layoffs – you’re typically on a contract that you control. This scalability is huge for adapting to market conditions. Also, agencies often have multilingual or geographically dispersed teams, so if you suddenly want to tackle Europe, they have native speakers and local know-how ready.
  
• Cost Efficiency: At first glance, sales and marketing outsourcing might seem expensive, but compare it to fully loaded in-house costs. When you factor in salaries, benefits, hiring time, management overhead, tools and software subscriptions, etc., building an internal SDR team is a significant investment. Outsourced lead gen can actually reduce customer acquisition costs by up to 40% (9). Agencies spread their infrastructure and training costs across many clients, so you’re benefiting from economies of scale. For example, instead of one company paying for an AI prospecting tool, the agency uses it across 10 clients. The result: you pay a flat fee or monthly rate that often comes out lower than the equivalent in-house cost for the same number of leads or qualified appointments. Some providers even work on performance-based models, aligning cost directly with results.
  
• Focus on Core Activities: Every hour your account executive spends sourcing leads or chasing cold prospects is an hour they’re not closing deals or nurturing warm opportunities. By outsourcing the top-of-funnel work (prospecting, initial outreach, lead qualification), you allow your in-house team to focus on what they do best – building relationships, doing solution engineering, and closing. This can boost overall sales efficiency and morale. As we often say to clients: you don’t have to be an expert in lead generation – let us handle that heavy lifting so your team can concentrate on closing deals. It’s analogous to how companies hire 3PLs so they can focus on making and marketing their product rather than running warehouses. Similarly, outsourcing lead gen lets you focus on delivering great logistics services while the outsourced SDRs feed you opportunities.
  
• Best Practices and Continuous Improvement: A good lead gen partner doesn’t just execute tasks; they also bring strategic advice. They’ve seen what messaging resonates in the market, what objections are common, which subject lines get opens, etc. They often provide feedback to you on what they’re hearing from prospects – essentially real-time market intelligence. For instance, if multiple prospects mention they’re concerned about a certain regulation, the SDRs will feed that back so you can adjust your pitch or even your service offering. The agency will also continuously A/B test different approaches to maximize your campaign performance (e.g., trying a new email sequence, a different call script) and share those learnings with you. It’s like having a dedicated R&D lab for outbound sales.

When to Consider Outsourcing: Not every 3PL needs to outsource, but you should consider it if:

• You’re entering a new market or launching a new service and need quick traction.
  
• Your internal team is stretched thin or lacks experience in structured outbound.
  
• You want to accelerate growth but hiring is too slow or uncertain.
  
• You need to generate leads while your core team focuses on closing existing pipeline (or if they’re missing pipeline targets and you need to fill the gap).
  
• You want to test a new sales approach without committing internal headcount (e.g., targeting a new vertical via an outsourced pilot campaign).

Choosing the Right Sales Partner

If you do go down this route, it’s crucial to pick an agency that aligns with your industry and values. Look for providers who have experience in B2B sales and ideally some background in logistics or supply chain. 

You’ll want to vet their approach: do they emphasize quality and personalization (as we’ve talked about throughout this playbook) or are they just doing volume spamming? The latter can hurt your brand. Also, clarify how they integrate with your team – the best partners operate like an extension of your team, with regular sync-ups, transparent reporting, and collaborative strategy tweaks. 

Essentially, they should feel like your fractional SDR team – wearing your company’s badge, so to speak, in the eyes of prospects. When we work with clients, for example, we ensure that our outreach is virtually indistinguishable from that of an internal rep. The tone, email domain, and knowledge should all represent the client company seamlessly.

Done right, using outsourcing sales services to manage part of your outbound can dramatically amplify your results. One report found  that 79% of companies outsourcing B2B prospecting report faster market expansion and outbound lead generation, positioning it as a powerful, scalable growth lever for 2025 (10). 

Our own clients often see their sales pipeline multiply within months, because we can dedicate focused effort and refined tactics that they didn’t have in-house. Of course, outsourcing isn’t an all-or-nothing decision – some companies keep internal SDRs and use an agency to augment them, effectively doubling capacity.

In the end, whether you use a third-party service or not, the core principles remain: keep the pipeline full and flowing with qualified leads. By now, we’ve covered a lot – from strategy and targeting to channels and technology. 

Conclusion: Putting the Playbook into Action

The logistics sector in 2025 is teeming with opportunities for those who are prepared to seize them. We’ve explored how to sharpen your outbound sales approach – from zeroing in on the right 3PL leads and crafting personalized outreach, to leveraging AI and even partnering with outside experts to supercharge your efforts. Now it’s up to you and your team to put this playbook into action.

Remember, success in 3PL sales comes from a blend of strategic focus and relentless execution. It’s about knowing your customer’s pains, speaking their language, and reaching them through multiple touches with messages that resonate. It’s about working smarter by using data and AI to guide your efforts, without losing the human touch that builds trust in this relationship-driven industry. And it’s about not going it alone – whether internally (sales and marketing aligning, outbound and inbound reinforcing each other) or externally (bringing in help when it makes sense).

At Martal Group, we’ve spent years refining these outbound strategies and helping logistics companies connect with their dream clients. We know what works because we’ve been there, building pipelines in the 3PL space using a strategic mix of cold email outreach, targeted cold calling, LinkedIn outreach, and more. 

Our team is ready to help you implement these tactics and fill your sales pipeline with qualified logistics opportunities. From appointment setting to full sales outsourcing, we can act as your fractional sales team to execute the outreach playbook while you focus on closing deals. 

If you’re ready to elevate your outbound game and win more logistics clients, reach out to us for a free consultation. Let’s turn those ambitious revenue targets into reality.

References

1. Callbox Inc.
2. Red Stag Fulfillment
3. Outreach.io
4. Gartner
5. NTT Data 2025 Third-Party Logistics Study
6. Data Mingle
7. Rush Order
8. NNC Services
9. eVirtualAssistants
10. TTEC