Logistics sales has always had a bit of a casino vibe to it. Dial enough numbers, send enough...
What are shipper intent signals?
Shipper intent signals are data points that indicate a shipper is actively looking for freight capacity or transportation services right now. Instead of guessing who might need help, intent signals show that a company has recently searched for specific carrier types, lanes, or services.
In plain terms, it’s the difference between calling a list of strangers and contacting a company that just raised its hand.
How do shipper intent signals work?
Intent signals are generated when someone searches for transportation providers online, often through industry directories or carrier discovery platforms. When a shipper searches for something like “box truck in Dallas,” “hazmat carriers near me,” or “Dallas to Houston courier,” that activity can be captured as a signal.
The signal typically includes:
- What they searched for (truck type, service type, location, lane)
- When they searched (date and time)
- The company associated with the search (company-level identification, not necessarily a named person)
That last point matters. Most intent approaches focus on identifying the company, then using that context to guide outreach.
Is shipper intent the same as lead generation?
Not exactly, but it’s related.
Traditional lead generation usually means collecting names and contact info and hoping they’re relevant. Intent-based selling flips that. You start with behavior and context first, then decide whether it’s worth pursuing.
Think of shipper intent signals as “warmth indicators.” They don’t guarantee a deal, but they dramatically improve your odds compared to random prospecting.
It creates a process where your cold calls focus on shippers actively searching for new capacity solutions. Being at the right place at the right time decreases the amount of sales activity needed to create new opportunities.
What kind of searches create strong intent signals?
High-intent signals come from specific, operational searches. The more precise the search, the better the lead.
Examples of strong intent:
- Flatbed carriers in Wichita
- Sprinter van delivery Dallas
- Hazmat trucking company
- Reefer carriers in El Paso
- Cross-border freight services
- Dry van between Charlotte to Boise
Why are intent signals better than cold lists?
Cold lists are full of companies that might be good fits on paper but have no immediate need. Intent signals prioritize timing, which is usually the missing ingredient in outbound.
Benefits over cold lists:
- Better timing: They’re actively searching now
- Better relevance: You know what service they’re interested in
- Better personalization: Your outreach can reference the exact need
- Less wasted effort: Reps spend time where there’s actual demand
If your team is trying to generate pipeline without burning out, intent helps you stop acting like a telemarketer and start acting like a problem solver.
Can intent signals reduce reliance on load boards?
Indirectly, yes.
Load boards are often where brokers end up when they’re scrambling for capacity, and that scramble can create risk and inefficiency. Intent signals help on the other side of the equation: generating shipper demand and building steadier lanes and relationships.
Intent doesn’t replace carrier sourcing. It complements it by helping you win more consistent freight, which then makes your capacity strategy calmer and more repeatable.
What integrations matter for shipper intent signals?
Integrations matter because speed matters. If signals live in a dashboard nobody checks, they’re basically expensive trivia.
The best workflow is when signals automatically flow into your existing tools, such as:
- HubSpot
- Salesforce
- Slack
- Microsoft Teams
A strong setup can create tasks for reps, trigger notifications, or route leads to specific teams. The goal is fast action while the shipper is still in “search mode.”
What are AI insights for intent signals?
AI insights are a layer added on top of raw signals that helps reps understand what to do next. Instead of only seeing “Company X searched for box trucks in Dallas,” AI insights try to provide:
- Context: why they might be searching
- Likely contacts: roles or people who might be involved
- Recommended actions: questions to ask, talk tracks, and even draft outreach
This is especially useful if your reps are newer, your team is stretched thin, or you want outbound to be consistent across multiple sellers.
How should a sales rep follow up on an intent signal?
The best follow-up is timely, specific, and helpful.
A simple framework:
- Acknowledge the likely need without sounding creepy
- Offer a clear next step that reduces their effort
- Ask one practical question tied to the search
Example call opener:
I work with shippers in Dallas who need reefer capacity to the Midwest. Are you looking for help with your normal schedules, or with any one-off loads?
Example email structure:
- One line that matches their likely search need
- One line on what you help with
- One question to route the conversation
Avoid over-claiming. You don’t need to say “I saw you searched yesterday at 2:13.” You just need to be relevant enough that it feels like perfect timing.
What filters make intent signals more valuable?
Intent becomes much more powerful when you narrow it to your true ideal customer profile.
Useful filters include:
- Geography: city, metro radius, state, region
- Equipment type: dry van, reefer, flat, double drop, bulk, sprinters, etc.
- Shipment type: hazmat, cross-border, drayage
- Industry: Food & Beverage, Machinery, Retail, Construction
- Company size: avoid tiny accounts or enterprise if you can’t service them
Filtering prevents your reps from drowning in noise. You want fewer signals that are actionable, not more signals that are interesting.
How do you price shipper intent signals?
Most pricing models are usage-based, typically per signal. The logic is simple: the more signals you want per month, the higher the cost.
If you’re evaluating cost, compare it to:
- What you spend on cold data
- The cost of rep time wasted on bad lists
- The margin from one won shipper lane
A single new shipper relationship can often justify a lot of signal volume, assuming your team follows up consistently.
What is the biggest mistake teams make with intent signals?
Intent signals aren’t operationalized.
Common failure modes:
- No routing rules (signals go nowhere)
- No speed to lead (follow-up happens too late)
- No messaging framework (reps wing it)
- No feedback loop (no learning which signals convert)
Intent signals work best when treated like an always-on program, not a one-time experiment.
What is the simplest way to get started with shipper intent?
Start narrow, prove value, then expand.
A practical starter setup:
- One geography you care about
- One or two service types you’re best at
- Routing into your CRM
- A simple outreach playbook for reps
If it converts, broaden the filters. If it doesn’t, tighten them and improve follow-up speed. Either way, you’ll learn fast, which is the whole point.
