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  • YRC (HNRY)

Building a high performing digital sales engine


YRC Freight is a North American coast-to-coast asset-based logistics brokerage with direct-to-carrier shipping. HNRY is their technology platform, allowing real time quotes and booking.

Advertising impressions
Click through
New quotes per week


YRC was supporting HNRY with traditional phone sales. Their goal was to shift into online marketing and begin to offset call center resources. Risdall was tasked with crafting a plan to build targeted awareness and drive engagement and use of the new portal with the specific audiences. The ultimate goal being to increase visits and quote requests over time.


Using sophisticated targeting and machine-learning data platforms, we created and tested multiple lead generation campaigns, A/B testing different messages and landing pages to drive qualified traffic.


Over a dozen upper, mid and lower funnel KPIs were measured and reported via a dashboard with the ultimate goal of tying online activity to real-world sales. As we learned more about audience behavior, campaigns were optimized for budget efficiency and to improve performance, and we created a model to determine campaign return on ad spend and to forecast the rate of sales increases based on investment.

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