Trade Marketing That Converts: How to Export Portal Data and Turn It Into Smart Ad Campaigns

Trade marketing often gets boxed into discounts, endcaps, and in-store signage. But smart brands know the real advantage lies in something less visible data.

If you're selling through retail distributors or large chains, chances are you already have access to detailed portal data: unit velocity, store-by-store performance, inventory reports, and promotional lift. That information is gold. The question is are you using it to fuel your marketing strategy?

In this post, we’ll break down how to turn that data into campaigns that drive sell-through, validate performance with buyers, and reinforce your shelf space with real demand.

Step 1: Export the Right Data

Most major distributors and retailers provide access to vendor portals like UNFI, KeHE, or SPINS. Log in and start by exporting:

• Velocity reports (units sold per week per store)

• On-hand inventory to monitor stock levels

• Sell-through performance during promo periods

• Store rankings by volume
  

Focus on the top 10 percent of stores moving your product, and flag locations that are underperforming.

Step 2: Segment Your Targets

Break stores into three buckets:

• Top Performers – Use these as proof points in digital ads and pitch decks. Example: “Now available at XYZ—flying off shelves”

• Mid-Performers – Geo-target with local social ads to boost awareness

• Underperformers – Run targeted coupon campaigns or increase sampling to drive trial
  

This segmentation allows you to market with precision and allocate spend where it actually matters.

Step 3: Build Custom Audiences for Each Region

Using data from your CRM or customer list, create location-specific custom audiences in Meta Ads Manager, Google, or TikTok. If you don’t have a robust list yet, build lookalikes based on your best-performing buyers or website visitors.

Targeting by zip code or radius around your top retail doors is key. You’re not just running ads—you’re driving foot traffic with intent.

Step 4: Match Messaging to Retail Moments

If your product is part of a feature or endcap program, time your digital campaigns to align with those periods. The consistency between what shoppers see online and in-store creates trust and urgency.

Messaging examples:

• “Now available at Sprouts Scottsdale – Find us in the functional foods aisle”

• “On Sale This Week at Bristol Farms – Try [Product Name] for 15% Off”
  

Add localized creative to reinforce authenticity and relevance.

Step 5: Use the Data in Your Follow-Up

Retail buyers and category managers are more responsive when you show them data. Include campaign results and portal trends in your sales follow-up.

• “After launching regional ads, sales increased 28% in our top 5 doors”

• “Coupon redemption drove 80 new customers to underperforming locations”
  

This doesn’t just show effort it shows momentum. And momentum protects shelf space.

Trade marketing isn’t just a sales channel it’s a marketing pillar for CPG brands. When you connect the dots between portal data and ad strategy, you turn raw numbers into retail power.

If you’re already collecting data but not applying it to your campaign planning, you’re leaving real opportunity on the table. Smart brands don’t just pull reports. They turn those reports into results.