How MTA Lines turned trade data into a powerful sales engine
At a glance
- Sales outreach was slow, manual, and full of unqualified leads
- ImportGenius revealed exactly who was importing what, and from where
- 70% of new leads now come from trade data-driven targeting
- Meeting rates increased to 10%; 2–3% convert to paying clients
- MTA shifted to a proactive, data-first sales strategy with repeatable wins
Background
MTA Lines, a Cleveland-based freight forwarder, has been in the logistics game for over 20 years. With a midsize sales team and a client base spread across North America and Europe, the company built its reputation on reliability and strong customer relationships.
But by 2024, things had changed. Global disruptions such as port delays and trade wars were throwing supply chains into chaos. At the same time, competition was heating up. Reaching the right prospects was taking longer, and converting those leads wasn’t getting any easier.
Challenge
The traditional approach of cold calls, referrals, and trade shows was falling short.
Sales reps were spending valuable hours researching potential clients, only to hit dead ends. Even when they made contact, they were often speaking to the wrong person or offering a service that didn’t align with the customer’s real needs.
Meanwhile, shifting international regulations meant that clients were beginning to rely on MTA not just for shipping, but also for strategic insight. The team needed a more efficient way to prospect, one that was faster, smarter, and more targeted.
Solution
The team needed a more efficient way to prospect, one that was faster, smarter, and more targeted.
This data reshaped their sales process:
- Lead targeting became precise. By filtering import records by port, product type, country of origin, and volume, reps could instantly generate outreach lists tailored to their routes and service strengths.
- Campaigns became opportunistic. With access to real-time shipping intelligence, MTA could build timely outreach lists tied to geography, trade lanes, and events. For instance, when disruptions like the Baltimore bridge collapse temporarily shut down a key U.S. port, a team using trade data could quickly identify affected importers and offer alternate shipping options. This type of responsiveness helps sales teams position themselves as proactive problem-solvers, not just vendors.
- Every call became informed. Before reaching out, reps used ImportGenius profiles to see where a company shipped from, what suppliers it used, and what kind of volume it handled. That meant no more cold calls. Just smart, targeted conversations.
Even small moments, such as spotting a container truck near a customer site, have become opportunities. In one case, Mike saw a name on a trailer, looked up the company’s import record on his phone, and added them to the outreach list. That’s prospecting driven by facts, not luck.
“I already know most of their pain points before I pick up the phone.”
Mike Schneider Sales Manager, MTA Lines
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Outcome
Trade data is now the backbone of MTA’s outbound strategy. The shift wasn’t just about generating more leads; it was about finding better ones.
- Roughly 70% of new prospecting now starts with trade data.
- Of those, about 1 in 10 turn into rate discussions or live meetings.
- Between 2% and 3% convert into new clients, often bringing repeat business.
Results & strategic shift
This wasn’t just another tool. It transformed how the team operates.
- Geo-targeted sales campaigns are now a common practice. When MTA’s European rep visits Cleveland, the team builds lead lists based on local importers of European goods.
- Port disruptions and global events now trigger outreach instead of causing delays.
- Trade data replaced hours of manual research. By reviewing company shipment histories, supplier relationships, and trade routes in advance, Mike and his team entered conversations far more informed. This reduced prep time and increased their credibility on the first call. Tools like AI-powered Genius Company Profiler make this process even more efficient by compiling relevant information in one place.
While MTA’s team manually explored data to build lists and qualify leads, ImportGenius also offers CRM integration and API access, capabilities that help larger teams automate and scale similar workflows.
Even small moments, such as spotting a container truck near a customer site, have become opportunities. In one case, Mike saw a name on a trailer, looked up the company’s import record on his phone, and added them to the outreach list. That’s prospecting driven by facts, not luck.
“I already know most of their pain points before I pick up the phone.”
Mike Schneider Sales Manager, MTA Lines
Conclusion
The team needed a more efficient way to prospect, one that was faster, smarter, and more targeted.
This data reshaped their sales process:
- Lead targeting became precise. By filtering import records by port, product type, country of origin, and volume, reps could instantly generate outreach lists tailored to their routes and service strengths.
- Campaigns became opportunistic. With access to real-time shipping intelligence, MTA could build timely outreach lists tied to geography, trade lanes, and events. For instance, when disruptions like the Baltimore bridge collapse temporarily shut down a key U.S. port, a team using trade data could quickly identify affected importers and offer alternate shipping options. This type of responsiveness helps sales teams position themselves as proactive problem-solvers, not just vendors.
- Every call became informed. Before reaching out, reps used ImportGenius profiles to see where a company shipped from, what suppliers it used, and what kind of volume it handled. That meant no more cold calls. Just smart, targeted conversations.
Ready to prospect smarter and close faster?
ImportGenius gives you the verified trade data you need to uncover high-quality leads, respond to disruptions, and win new business.