Beyond Booths and Posts: How Women in Logistics Are Thinking About 2026
The latest WILMA session made one thing obvious: logistics marketing is in the middle of a real shift. Marketers aren’t just talking about conferences, content, or channels. They are questioning which efforts actually create value and which habits belong in the past as we move toward 2026. What stood out most was the honesty. Women in logistics are comparing notes, challenging assumptions, and sharing the strategies that hold up in a changing landscape. That spirit of collaboration is shaping a smarter, more intentional path forward for everyone in the industry.
The Women in Logistics Marketing Alliance (WILMA) recently hosted another high-energy networking session, bringing together leading voices in freight, supply chain, and 3PL marketing. This wasn’t your typical industry wrap-up—it was a raw, unfiltered download of what’s working, what’s not, and where marketers are shifting their energy heading into 2026.
From conference fatigue to the shifting sands of social media, this session delivered practical insights for any logistics marketer trying to build brand, pipeline, and community with intentionality.
Events Are Evolving: From Booths to Curated Buyer Matches
Fall 2025’s conference season was a mixed bag. While some events delivered strong connections, others missed the mark—especially in programming.
Women in Supply Chain: Networking Wins, Content Misses
The Tampa-based Women in Supply Chain event drew 225+ attendees and rave reviews for sunset views and strong after-hours networking. However, feedback on some sessions was mixed, especially on a panel featuring male speakers discussing how to support women in the workplace, which some attendees felt did not align with the intended audience.
The standout? Speed roundtables. These intimate peer discussions offered meaningful connections, though conversations varied due to moderators. Most attendees said they’ll return next year when the event heads to Charleston.
GroceryShop’s “Speed Dating” Format Stole the Show
Forget booths. At GroceryShop, attendees used a matchmaking platform to pre-schedule meetings based on mutual interest. One team came away with 12 high-grade leads—no wasted time, no random walk-ups, and no guessing games.
This model—quality over quantity—struck a chord with WILMA members. Several noted that RELA and other shows are considering similar formats in 2026.
Key takeaway: If you’re tired of the “booth and hope” method, start prioritizing events that guarantee curated, pre-qualified conversations.
Where Should 3PLs Show Up?
Brokers know TIA. Carriers know MCE. But for 3PLs and warehousing, the event landscape is murkier.
Follow the Customer, Not Just the Category
The best insight of the session? “Go where your verticals go.” That means:
- Natural Products Expo for CPG/food 3PLs
- ShopTalk for ecommerce fulfillment
- Pet Summit or restaurant equipment expos for industry-specific supply chains
IWLA and WERC remain solid for general warehousing ops, but if you want decision-makers, follow your customers—not your competitors.
Social Media in 2025: On Life Support?
No surprise here—many logistics marketers are losing faith in LinkedIn.
Organic Reach Is Tanking
Despite efforts to boost engagement with video and creator tools, most agreed that LinkedIn’s algorithm shift has backfired. It’s flooded feeds with influencer content and made it harder for thoughtful, business-relevant posts to cut through.
Even once-prolific posters are pulling back after seeing dismal returns on time invested.
Comments > Posts
Instead of pushing posts, savvy marketers are leaning into the comment sections—where authentic conversation is still rewarded.
The Power of Personal Accounts
Corporate pages are getting buried. The algorithm favors humans over brands. This has led to a renewed focus on building thought leadership through individual voices—particularly founders, execs, and SMEs.
Still, getting people comfortable being visible is no small feat.
Radical Honesty Breaks Through
One 3PL shared that their most engaging LinkedIn content comes from ditching polish and just telling the truth. Business frustrations, small wins, and real behind-the-scenes stories performed better than scripted promos.
The unshittification of social may just start with honesty.
Is There Life After LinkedIn?
Yes—but the next frontier is uncertain.
Some are testing tools like Taplio, which automatically DMs anyone who comments on your posts. Others are looking toward Answer Engine Optimization (AEO)—structuring content for AI-powered search tools like ChatGPT or Perplexity.
Whatever comes next, one thing’s clear: we need more intentional, useful content—not just more content.
Rethinking Speaker Strategy: No More Pay-to-Play
Traditional speaking slots are increasingly tied to sponsorships—but that doesn’t mean you have to pay to be heard.
Bring a Customer
Panels featuring a customer + vendor combo remain the easiest path to the stage at events like Manifest, JOC, and FreightWaves.
Pitch a real case study. Make the customer the star. Share what actually worked—not just your pitch deck.
Use Data as Your Passport
Several marketers reported success using quarterly benchmark reports or indices to earn thought leadership slots. WILMA members discussed the Logistics Growth Efficiency Ratio as one such model—measuring pipeline generated per dollar of GTM spend across anonymized client data.
The press and event organizers love data. Just keep it to three KPIs max for clarity.
Books Still Work
Shockingly, writing a book remains a fast track to credibility. One WILMA participant shared that publishing a book resulted in daily podcast invites and four-figure speaker fees.
AI makes the writing easier. The ROI? Still strong.
Virtual Events That Don’t Suck
While many are fatigued by webinars, virtual roundtables and interactive meetups are gaining traction. A few tips from WILMA pros:
- Keep it small and invite-only
- Rotate breakout groups café-style
- Focus on peer knowledge-sharing, not product demos
If you must go digital, make it meaningful.
What’s Ahead in 2026?
AI = Augmented, Not Artificial
Jennie Malafarina summed it up best: “We don’t have true AI—we have augmented intelligence.” The real opportunity lies in teaching tools like KAMI your brand voice, ICP pain points, and market context.
Used right, AI boosts productivity and consistency. Used poorly, it creates generic content nobody wants.
Measurement > Maybes
As budgets tighten, the appetite for “brand awareness” without attribution is dying.
The most advanced marketers are now benchmarking pipeline output per marketing dollar. That’s the kind of math that earns you a seat at the table in 2026.
Final Thoughts: WILMA Is Where the Real Talk Lives
This session wasn’t a conference. It wasn’t a sales pitch. It was a gathering of marketers trying to figure out what works—together.
Women in logistics networking through WILMA isn’t just empowering. It’s effective. When marketers across freight, tech, 3PL, and warehousing share real insights—not fluff—it drives better strategy, smarter spend, and stronger connections.
Want in? Join the next WILMA call. Come curious. Leave smarter.
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