Redwood Logistics Cuts CPC by 99% and Saves 25 Hours a Week with ZoomInfo

Redwood Logistics, a leader in modern supply chain solutions, delivers dynamic freight and logistics services at scale. Simply put, Redwood knows optimization — and the company realized that its own go-to-market operations needed an overhaul.

When Chelsea Kenyon stepped into the role of Senior Director of Digital Strategy, she faced a sprawling tech stack, inconsistent data across systems, and inefficient lead flows. The tools in place were expensive, time-consuming to implement, and disconnected from their CRM, hampering sales, marketing, and operations alike.

Kenyon’s mission was clear: unify the tech stack, clean the data, and give each team the power to move faster. That’s where ZoomInfo came in.

It’s not just the data itself. It’s more about the right data at the right time to help us reach out with the right message across that full buyer journey.
Chelsea Kenyon
Senior Director of Digital Strategy

Leaving Complexity Behind

Redwood had previously implemented an intent data solution that promised insight, but delivered complexity.

“The team was really digging to get the information they were looking for, and it was very time-consuming,” Kenyon says. And because integration with their CRM wasn’t available without an upgrade, users spent a lot of time moving data back and forth, with critical account history not fully visible in their CRM.

On top of it all, onboarding was a grind, with weeks of hour-long sessions to get the team optimized. By the end of the 90-day pilot, it was clear that Redwood’s initial solution wasn’t a good fit.

That friction pushed Kenyon to explore a better alternative. And the answer was already in-house.

ZoomInfo Marketing: A Fast, Familiar Upgrade

Redwood’s sales team were experienced ZoomInfo Sales users, so when Kenyon introduced ZoomInfo Marketing, the change was welcomed.

“They already knew ZoomInfo, so it felt like an upgrade instead of a brand new tool,” Kenyon says. This familiarity made adoption seamless, with only a single training session needed.

ZoomInfo quickly became the core of Redwood’s paid media strategy. Today, 99% of their display advertising runs through the platform, with LinkedIn campaigns layered in. Targeting now combines job titles, intent signals, website behavior, and account lists, making campaigns more strategic and lead quality significantly stronger.

The results speak for themselves:

A 310% increase in clickthrough rate (CTR)
Cost per click (CPC) as low as $1.20, down nearly 99%
A 350% increase in average impressions per campaign

ZoomInfo Operations: Clean Data, Faster Routes, Higher Conversions

Kenyon’s use of ZoomInfo to manage data has been equally transformational. Facing a tangle of inconsistent customer records, she leaned on ZoomInfo Operations (formerly RingLead) to take control.

“We started by enriching and normalizing our data so we could match it to our other systems,” she says.

That clean foundation powered the next phase: automated lead routing. Previously, leads were all fed into the same queue, where reps could pick and choose what they wanted to follow up on. While that process worked for the initially small team, it wasn’t scalable as the team grew.

Now that they’ve restructured and grown their SDR team, Redwood uses ZoomInfo Operations to assign leads to reps, a more strategic process that tightens speed to lead.

Impact Highlights:

Improved Lead Conversion: Enriched and routed leads are converting at higher rates.
Time Savings Through Automation: Redwood saves 20-25 hours per week that would otherwise be spent manually researching, verifying, and updating CRM data.
Boost in Engagement: With cleaner data and more precise targeting, engagement rates have improved noticeably across paid and owned channels.
Data Hygiene Before & After: “There was no common data point between all the different systems,” Kenyon says. Now, it all flows cleanly into Redwood’s CRM and automations.

A Fully Connected Strategy

Today, Redwood’s GTM strategy is fully connected, with sales, marketing, and ops working from the same source of truth.

With the foundation in place, Kenyon’s team is now focused on deepening their use of ZoomInfo’s intent data to refine SDR outreach, enhance retargeting strategies, and accelerate pipeline development. And as the team grows, automation will continue to drive scale without sacrificing accuracy.

The value of ZoomInfo’s Go-to-Market Intelligence Platform is in its potential to touch every part of the funnel.

“It’s not just the data itself,” Kenyon says. “It’s more about the right data at the right time to help us reach out with the right message across that full buyer journey.”