Fulfillment Plus Case Study: About 150 Leads in a Month With an Outsourced Marketing Team

Fulfillment Plus is a third-party logistics (3PL) company with 43 years in business. When it needed marketing that worked every month without adding headcount, it turned to Sorbet Labs, an outsourced marketing team that acts as its fractional CMO. This case study shows what that looks like in practice: about 150 leads in a single month and roughly 120 hours handed back to the business every month.

Case Study Snapshot

• Client: Fulfillment Plus, a 3PL and warehousing company with 43 years in business.
• Our role: outsourced marketing team and fractional CMO, managing marketing end to end.
• Scope: website and forms, keyword tracking and rankings, AI search optimization and AI SEO, content, and social handles.
• Markets: United States. Managed by Sorbet Labs from Bengaluru, India.

The Challenge

Fulfillment Plus had decades of credibility, but it competed for attention with newer, venture-backed rivals that spoke loudly online. Its website had grown over the years, so several pages targeted the same searches and competed with each other. The business needed three things: a clear way to be found, including through AI search optimization, a steady flow of qualified leads, and a way to do it without building and managing a marketing department in-house.

What We Manage End to End

Fulfillment Plus does not need to coordinate freelancers, agencies, and tools. Our outsourced marketing team runs the whole system, the way a fractional CMO would, with specialists doing the work.

Our Approach

1. Audit and consolidate

We audited the site and found keyword cannibalization, where several pages competed for the same searches. We merged near-duplicate guides into one canonical page, such as its guide to the best 3PL companies, and redirected the retired pages so authority was not lost.

2. Build content around real searches

We mapped content gaps and wrote pages and articles around what buyers search, from ecommerce 3PL services to warehousing and fulfillment topics, with clear answers and internal links.

3. Make the brand visible in AI answers

Buyers now ask AI assistants which providers to consider. AI SEO starts with how pages are written, so we structured pages with direct answers, FAQs, and consistent facts, which is the core of AI search optimization. As a result, a significant share of discovery now comes through AI portals as well as classic search. This AI search optimization work sits beside classic SEO. Google explains how its AI features choose pages in its documentation on AI features.

4. Run the website and social handles

We handle website updates, form changes, and the brand’s social accounts, so nothing waits in a queue and the brand shows up consistently.

5. Measure, defend, and repeat

We track keywords and positions, refresh pages that slip, and report on what is working. That rhythm is what keeps rankings up over time.

The Results

• About 150 leads in a single month from the combined work on search, AI visibility, and the website.
• Roughly 120 hours a month freed for the Fulfillment Plus team, who no longer handle marketing tasks.
• No in-house marketing team to manage. One accountable team handles it all.
• Growing discovery through AI portals, the payoff of consistent AI search optimization, alongside Google and Bing.

Why an Outsourced Marketing Team Worked

The result did not come from one tactic. It came from ownership. A senior lead set priorities and answered for results, while specialists handled the website, content, search, AI SEO, and social. That is what separates an outsourced marketing team from a set of separate vendors. If you are weighing the model, read what a fractional CMO is, compare a marketing consultant, fractional CMO, and agency, and see how to hire a fractional CMO.

We take no commission on ad spend, so our advice stays honest, and we serve one business per industry, so Fulfillment Plus gets our full attention in 3PL. You can see how this works across our search and content and paid media services.

What Founder-Led Businesses Can Take From This

• Fix how your site competes with itself before you publish more.
• Write for the questions buyers ask, in clear, quotable answers.
• Treat AI SEO and AI search optimization as part of SEO, not a separate project.
• Hand the system to one accountable team and take your hours back.

Questions, Answered

Want the same for your business? Book a growth strategy call and we will tell you honestly whether we fit.