Supply chain solutions provider Redwood Logistics has announced that by leveraging the ZoomInfo Technologies Inc. platform, it has achieved a near 99% reduction in the cost per click for its digital advertising, with the lowest cost dropping to $1.20, while simultaneously increasing its click-through rate by 310%.

Previously, Redwood's marketing technology stack was fragmented with inconsistent data across systems, leading to inefficiencies in sales, marketing, and operations. A previously trialed intent data tool failed to integrate smoothly with their customer relationship management system, requiring the team to spend significant time on manual data processing and navigating a cumbersome workflow.

The top priority for Chelsea Kenyon, Redwood's Senior Director of Digital Strategy, was to unify the technology stack and cleanse the data. The company subsequently chose ZoomInfo Technologies Inc., which was already in use, as its core solution to standardize customer records, enabling seamless data flow across all systems. This move allowed for more precise targeting of marketing campaigns and replaced an inefficient previous model through automated lead distribution.

The results have been significant: alongside the drastic reduction in cost per click, the advertising click-through rate increased by 310%, the average number of impressions per marketing campaign rose by 350%, and the company saves between 20 to 25 hours per week previously spent on manual data verification and updates. Currently, Redwood's sales, marketing, and operations teams all collaborate based on a unified data source and are further utilizing platform signals to refine customer outreach and re-marketing strategies.