Scaling Lead Gen Across 5 Cities

Company Overview

Maju Bersama Logistics is a Surabaya-based third-party logistics (3PL) provider specializing in warehousing, last-mile delivery, and cold-chain logistics for e-commerce and FMCG companies across East Java. Founded in 2016, the company operates 12 warehouse facilities and a fleet of 340 vehicles, handling over 2 million shipments per month.

With a dominant position in Surabaya, Maju Bersama set an ambitious goal to expand into Jakarta, Bandung, Semarang, and Medan within 18 months, requiring a scalable approach to B2B customer acquisition in unfamiliar markets.

The Challenge

Expanding into new cities presented unique challenges for a logistics company. Each market had different competitive dynamics, customer needs, and business ecosystems. Maju Bersama's existing BD approach, built on personal networks and local relationships in Surabaya, could not scale to multiple cities simultaneously.

They needed to identify and engage potential clients (e-commerce brands, FMCG distributors, manufacturers) in each target city without physical presence or established networks. Their initial attempts using job boards to hire local BD reps in each city proved slow, expensive, and inconsistent.

The Solution

Maju Bersama deployed Funnelyn with a city-by-city expansion strategy:

• **Geo-Targeted Prospecting**: Funnelyn's location-based filtering identified companies in each target city matching their ICP: e-commerce brands shipping 1,000+ orders/month, FMCG companies with regional distribution, and manufacturers needing warehousing.
• **Logistics Intent Signals**: They tracked signals like "3PL provider," "warehouse space," "cold chain logistics," and "last mile delivery partner" to identify companies actively seeking logistics solutions.
• **Localized Messaging**: Outreach sequences were customized per city, referencing local logistics challenges. Jakarta campaigns emphasized traffic congestion and same-day delivery, while Medan campaigns focused on inter-island shipping and cold chain.
• **Phased Rollout**: Rather than launching in all cities simultaneously, they rolled out one city per month, allowing the team to learn and optimize before scaling.

Results

Over 12 months, Maju Bersama achieved their multi-city expansion goals:

• **Client base grew 180%**, from 85 active clients in Surabaya to 238 clients across 5 cities
• **2,100 qualified leads generated** across all target markets
• **Jakarta market penetration reached 45 clients** within 6 months, becoming their second-largest market
• **Revenue grew 156%** year-over-year, from IDR 78 billion to IDR 200 billion
• **Time to first client in new markets averaged 23 days**, compared to 4+ months with traditional BD approaches

> "Entering a new city used to mean hiring locally, building relationships from scratch, and waiting 6 months before seeing results. With Funnelyn, we were generating qualified leads in Jakarta within 2 weeks of launch. It compressed our expansion timeline from years to months." -- Hendra Susanto, COO, Maju Bersama Logistics

Key Takeaways

• **Digital prospecting eliminates geographic barriers.** You do not need a physical presence to build pipeline in a new market; intent data and targeted outreach can precede your expansion.
• **Localized messaging is non-negotiable for multi-city expansion.** Generic outreach performs 40% worse than city-specific messaging that addresses local pain points.
• **Phased rollouts enable optimization.** Launching city by city let Maju Bersama refine their playbook before scaling, resulting in better performance in later markets.
• **Logistics companies sell timing.** When a business is actively searching for a 3PL partner, the first qualified provider to reach them has a significant first-mover advantage.