CargoBot Case Study

Executive Summary

Cargobot came to Rizen with a basic one-page website that was not generating business for them. CargoBot decided that they needed expert advice with an experienced agency that understood how to grow their business using inbound marketing. Cargobot engaged Rizen for  Inbound Growth Services that include SEO, Email Marketing, Automation, Growth Driven Design, Social Media Strategy, Content Creation, Buyer Persona research, as well as Paid Advertising campaign development and management (Facebook, LinkedIn, and Google Ads). Rizen followed the Inbound methodology for Design and Marketing. We outlined the buyer personas, helped analyze Qualitative feedback from both shippers and carriers and created content for the buying stages of the website visitors. This allowed for the design, content, and PPC ads to be specifically targeted towards getting the most conversions. The content also included videos designed to educate internal and external stakeholders on their Cargobot Academy education platform.

Year 1

  • From no online leads to 600+ carrier leads and counting in just under 4 months.
  • From no shipper leads to 15+ leads and counting in under 4 months

Year 2

  • 15,000+ carriers added since day 1 and counting!
  • 12x revenue growth since Rizen's initial engagement
  • Named one of the Top 10 fastest-growing tech companies in Miami 2019

The Challenge

  • Z

    One page website needed to be updated with more pages and new messaging

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    Generating new business through cold calling and cold emails only vs. Inbound Marketing

  • Z

    Never done any paid advertising (Google Adwords, Facebook Ads, Linked Ads)

  • Z

    Social Media not following best practices

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    No processes and systems to track and follow up with leads

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    No defined buyer personas and no content was being written around searches, target market, or buying stages

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    No follow up sequences for leads received, causing loss in sales through lack of follow up

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    No video assets to support branding and marketing initiatives

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    No A/B testing strategy in place


How Rizen Helped

  • Using Hubspot

    Using Hubspot in 2017-2019

    HubSpot immediately started providing a picture on traffic sources, keywords and referral websites. CargoBot was documenting and tracking leads on shared spreadsheets. Through the implementation of the Hubspot CRM, they are more organized and started the process of creating closed-loop reporting. In 2018, Cargobot switched over the Hubspot COS, moving its entire website to Hubspot which Rizen designed and programmed. Rizen created automated workflows and sales sequences to reduce the time spent working per lead and increase conversions. Rizen also provided the training and support needed to implement best practices for sales and systems to help them continue to grow.



    Implemented Social Media Marketing 

    Cargobot had a message they wanted to communicate and Rizen consulted on how to create a social messaging strategy in 2017 using PR / Inbound methodologies. The result is a growing fan base and a targeted messaging strategy. In 2019, Rizen revamped the social strategy over and took over the creation and execution of the social media plan.



    Created SEO Blog Marketing Strategy

    Cargobot had a message they wanted to communicate and Rizen helped them by creating and implementing a social messaging strategy in 2017 using PR / Inbound methodologies. The result is a growing fan base and a targeted messaging strategy. 900% increase in Traffic. 422% in Clicks. 580% Increase in Interactions. Through 2019, the site has had over 160,000 sessions never failing to increase traffic quarter over quarter.
  • i

    Implemented Email Marketing & Workflows with the Hubspot CRM 

    Cargobot was not efficiently following up with leads and Rizen created a series of emails to follow up with leads. Using Hubspot Marketing, Cargobot began to organize their database creating lists, adding contacts to workflows to see how they were reacting to the marketing activities. In addition, sales automation was implemented to help sales staff automate more of their emails.
  • A

    General Business Consulting

    Cargobot’s steady growth led them to seek our advice on managing their growing business. Rizen began to report on cost per lead, cost per acquisition and setting SMART quarterly goals to help growth.
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    Implemented Google, Linkedin and Facebook PPC using Inbound Methodology

    › Per Click strategy was implemented on Google Adwords that instantly started generating shippers and carrier leads.

    › Call Tracking / Conversion Tracking through Google was implemented to help optimize the bid process. 

    › Remarketing text and image ads were implemented with unique messages for carriers and shippers.

    › Many custom landing pages were developed using best practices. Landing pages were as narrow as city specific to state specific to increase relevancy.

    › Also implemented was a paid strategy to target buyer personas within Facebook ads. A video was used in conjunction with static image ads to target and educate the Carrier and Shipper personas.

    › LinkedIn Ads was created to target Shippers by company size and job titles.
  • g

    Buyer Persona Development & Conversion Rate Optimization

    Rizen helped collect survey data from their database and website traffic to further define Carrier and Shipper personas.

    Rizen also helped test different page designs using Google Optimize with multiple winning variations and designs increased website conversions.

  • n

    Knowledge Base Content Development & Creation

    Rizen wrote, produced and edited 10 videos and Podcasts that are using in the Hubspot Academy for Carriers and Shippers.

  • i

    Sales Consulting & Training

    Rizen provided training staff and assisted the team in the utilization of Hubspot and marketing initiatives. Rizen also provided Sales Consulting from a Sales Manager in the transportation industry and continues to provide support to Sales Director and staff.


Incredible Results

By implementing all elements of an Inbound Marketing strategy, Cargobot was able to generate 600+ carrier leads and 15+ highly valuable shipper leads in just 4 months! Through year 3, Cargobot has over 15,000 Carriers in their database and growing! It is one of the fastest and most exciting tech companies in Miami. Cargobot is becoming more efficient at managing their leads, increasing conversion rates, and scaling their delivery of services using Hubspot Sales and Hubspot Marketing CRM.

Through consulting and incredibly fast results, Cargobot is changing their Marketing approach to include Inbound. The entire organization is on board with Rizen and is growing at a fast and sustainable rate.


Marketing is now more clear for Cargobot.

Find out how your business can align with inbound.

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