Customs-generated and collated trade data can reveal importer/exporter company names, HS codes, quantities, frequency, ports of entry, and bill of lading details. Many marketplaces create searchable databases of these raw records (filtered by company/product/HS/port of entry/date), making them a valuable source of sales leads.

1. Overview of the overall process

1. Identify target products and target markets (HS code + keywords)

2. Choose the right data source (run samples first on free channels, and batch data on paid platforms)

3. Use search strategies to filter out the list of "high-value buyers/shippers"

4. Enrich leads (official website/social media/business/purchasing email/logistics contacts) and establish CRM records

5. Compliant cold start (warm-up + customized outbound calls/emails) and follow-up conversions

2. Tools and Data Sources

Free/official channels (practice first)

• National customs official websites and statistical inquiries (e.g. China Customs Statistics/Monthly Customs Public Reports of various countries) – suitable for macro trends and HS code confirmation.

• USITC DataWeb / Importer of Record report (public access, can check US import and export statistics).

Business platform (recommended for screening people, viewing bill of lading details, and batch export)

• Descartes Datamyne (global trade data) – searchable and exportable by HS, importer, or country of origin.

• ImportInfo / ImportGenius / Panjiva / RevenueVessel / Tendata, etc. (Different platforms cover different countries and fields. After paying, you can obtain bill of lading details, bill of lading number, carrier, notify party, etc.).

• AB Ke Customs Data ( https://www.cnabke.com ): covers major ports and trading cities in 80 countries around the world, contains more than 1.2 billion pieces of customs trade data, and is updated the fastest!

Assistive tools

• Company information/email search: company website, LinkedIn, Hunter.io (or local equivalent)

• CRM/Forms: Airtable/Notion/Excel (record lead source, HS code, arrival frequency in the past six months, first contact time)

• Automation tools (optional): PhantomBuster, Snov.io, etc. for social media scraping and email sequence automation. It is recommended to test manually first before automating.

Recommended Reading : Is Customer Development Difficult? 20 Free Customs Data Websites + A Practical Guide to Accurately Discover Buyers at Zero Cost!

3. Step 1: Confirm "Search Keywords" - HS Code + Multi-dimensional Keywords

1. Find the exact HS code for your product (be sure to be accurate to 6 or more digits) - Customs Statistics and USITC DataWeb can help you confirm this.

2. At the same time, list 3-5 product keywords (Chinese and English, common spellings/abbreviations, similar substitutes) for full-text search on the platform.

3. Determine your target market (e.g., target customers in the US/Germany/Singapore/Southeast Asia). Different platforms have different country coverage, so check the platform coverage table first.

Novice Template (Example)

• Product: Portable air purifier

• HS (Example): 8421.39 (Example, please confirm with the customs of the target market)

• Keywords: air purifier / portable air purifier / HEPA purifier / air purifier

4. Step 2: Perform three types of searches on the platform

On paid platforms or free interfaces, it is recommended to perform three types of searches and cross-comparisons:

1. Search by "Buyer/Consignee/Importer" : Find companies that have imported the specified HS or keyword multiple times in the past 6-12 months. Companies with a frequency of >3, large single-item quantities, or a stable cycle (monthly/quarterly) are high-value targets.

2. Reverse search by “supply chain/trading partner (shipper/notify party/agent)” : Find suppliers/competitors with similar products to yours and see who their customers are – this can quickly expose potential buyers.

3. Search by "Route/Port/Carrier" : If the target country has a specific port (such as Los Angeles, Rotterdam), you can locate large buyers or wholesalers at that port.

Filter criteria suggestions

• Time window: the last 6-12 months (six months for newcomers)

• Purchase frequency ≥ 3 times or single purchase value/quantity is large

• Company Type: Distributor/Wholesaler/Retail Chain More Valuable Than End Consumer

5. Step 3: Turn the “customs list” into contactable sales leads

Customs records usually provide the company name and address, but not necessarily the email address or the purchaser . The enrichment steps are as follows:

1. Search by company name: Company website → Contact us → Purchasing/business email or inquiry form

2. LinkedIn: Looking for company employees (Purchasing/Purchasing Manager/Purchasing Director/Supply Chain/Head of Purchasing)

3. Business registration information: Verify the company's registered name and legal person in the target country (to prevent fake companies)

4. Logistics/freight forwarding contact: Sometimes the notify party on the bill of lading or the freight forwarder’s email address is a quick contact point, as they often control the pace of procurement.

5. Email Inference Tool: Use Hunter, Snov, or common corporate domain name rules to find employee email addresses

Enriched fields (at least required in CRM)

• Company name (original text in customs field + Chinese translation)

• Country/City/Port

• HS/Keywords/Sample bill of lading screenshot (or bill of lading number) [Evidence]

• Export/import frequency and latest arrival date

• Contact Name & Title & Email & LinkedIn URL

• First contact channel, date, and results

(Note: Be sure to save the "customs evidence screenshot or bill of lading number" to significantly improve trust and openness during initial communication)

Step 4: Initial Contact Strategy (Email + LinkedIn + Phone)

Principles: Be evidence-based, valuable, short, and customized . Don't send out bulk templates.

Cold email template (can be copied directly, remember to replace the square brackets)

Subject: Regarding your import of [product name] from [country of origin] – can we save costs/improve quality?

text:

Hello [Name],

I'm [your name] from [company name] (we are a manufacturer/supplier of [product] in [origin]). I noticed that your company imported [product] (HS: [xxx]) from [supplier/country] in [month], bill of lading number: [xxxx]. Based on this, I'd like to confirm two points:

1. Is your company still purchasing this type of product?

2. Do you accept small trial orders from new suppliers from [origin]?
   If it is convenient for you, I can provide you with recent samples and specific FOB / CIF quotations for comparison.
   Thanks, looking forward to your reply.
   —— [Name], [Position], [Company], [Phone]

(The key here is: including customs information in the email proves that you have done your homework, and the open rate is much higher than that of ordinary cold emails)

LinkedIn Connect/Private Message Tips

• First, send a connection request with a short sentence (for example, "I noticed that your company has stable purchases in XX and would like to learn about supply possibilities.")

• After establishing a relationship, send a private message with customized evidence and a value promise (such as cost/delivery time/certification advantages)

Phone/WhatsApp mode

• If you've reached a purchasing or logistics contact, you can directly ask two questions: Is he/she responsible for purchasing? And are they willing to accept samples? A short, polite question with evidence (such as a bill of lading number) usually opens the conversation.

7. Common Objections and How to Respond (Speech Library)

• "We already have a supplier" → Response: Understood. Could you please arrange a small batch as an alternative? Or could you please tell me your current procurement cycle/price range so we can connect with you in the future? (Attach a more competitive sample/quote)

• “No procurement plan” → Response: OK, I’ll keep the information. Could you please tell me when your company’s annual procurement cycle is? (Define subsequent opportunities as events)

• "Send an email" → Send an email directly + mention the key points of the call and bill of lading evidence in the email to increase trust.

8. Compliance, Privacy, and Risk Warnings (Must Pay Attention)

1. Most customs data are public trade records, but the usage rules and API authorizations vary from country to country/platform. Please be sure to confirm the platform's license and payment terms before commercial use.

2. Be extra cautious with sensitive personal information (personal ID number, personal contact information, etc.); please comply with local anti-spam/data protection regulations (such as GDPR risk assessment) when emailing procurement/business contacts.

3. Don’t forge screenshots of bills of lading or tamper with records – false evidence can ruin your reputation. Always keep the original search records and screenshots as proof.

4. There are official data application channels (such as ITRAC) in the United States and other places, and there are processes and restrictions for obtaining company-level data; do not use illegal means to obtain restricted information.

9. Daily Workflow (8-Hour Workday Template for Foreign Trade Newbies)

• 09:00–10:00: Run today’s keyword (HS) search on the customs platform and export newly arrived bills of lading/companies (for import into CRM)

• 10:00–11:00: Enrich previous day/today leads (check official website, LinkedIn, email)

• 11:00–12:00: Customized cold emails/LinkedIn direct messages (targeting 10 high-value targets)

• 13:30–15:00: Follow up by phone or send a follow-up email after the call is disconnected (prioritize the list of people who have opened the email)

• 15:00–16:00: Quotation and sample preparation (for customers who receive inquiries)

• 16:00–17:30: Review: Record response rate/conversion rate, optimize email language/target screening rules

10. Effect Evaluation and Optimization Indicators (KPIs)

• Number of new leads per week (from customs)

• Email open rate/response rate (target: opens > 30%, replies > 10% initial)

• Conversion rate from leads to effective communication (phone or email response)

• From effective communication to sample/quotation trial order conversion rate

Tips for newbies: If the response rate is low, optimize the email subject and first sentence as soon as possible (put "bill of lading number/arrival time/country of origin" on the first line), and try to change the contact channel (from procurement to logistics/freight forwarding).

11. Case Studies

Let’s say you’re selling a USB-rechargeable portable fan:

1. Determine HS = 8504.xx (example) and search Datamyne / ImportInfo for imports to the US in the last 6 months (keywords: portable fan / USB fan).

2. Filter out 18 companies that have multiple arrivals at the Los Angeles Port (frequency ≥ 3) → Export company name + bill of lading number

3. I found the purchasing manager email addresses of 7 companies on LinkedIn and the inquiry email addresses of another 5 companies on the official website.

4. Send a customized email with the subject line "bill of lading number + product name". If there is no reply within 7 days of the first email, send a follow-up email. For the third email, provide specific discounts or sample trial conditions.

5. Follow-up success rate: 2 companies entered sample testing, 1 company confirmed small batch order

12. Frequently Asked Questions Quick Answers

Q: Is the paid platform worth it?

A: If you want to scale, automate, and build a continuous lead pool using customs data, then paying is highly worthwhile . First, validate your data with a small sample (using a free trial) before deciding to subscribe, such as AB customer customs data.

Q: Will customs data become outdated?

A: Selecting a data window of the last 6-12 months and continuously running a "weekly search" can maximize the number of buyers with recent purchasing needs.

13. Immediately Available Materials

Short version of cold email (suitable for AB process)
Subject: Confirmation regarding your recent import of [product] from [country of origin] (Bill of Lading: [number])

text:

Hello [Name], I'm [Your Name] from [Company]. I noticed that your company had a shipment of [Product] (B/L Number: [Number]) in [Month]. We are a factory in [Origin]. Could you please tell me if you are still purchasing this product? I can provide a small trial order and samples. If it's convenient, please email me to let me know your purchasing cycle or contact person. Thank you!
-- [sign]

CRM Field Template (Excel Column Header)
Company | Country | HS | Keyword | Evidence (B/L Number/Screenshot) | Volume/Freq | Contact Name | Position | Email | LinkedIn | First Contact Date | Status | Next Action

Conclusion (for newbies)

Customs data isn't a magic key, but it's a source of evidence-based, quantifiable leads . The most common mistakes made by new foreign trade professionals are "broadcasting" or "bulk emailing without supporting evidence." Follow the process outlined in this article—refining your HS, filtering for frequency, enriching leads, and incorporating supporting evidence into your initial email—and you'll notice a significant increase in both open rates and negotiation entry points.