How EBQ Elevated Leadership Louisville Center’s Email Marketing and Paid Ads
Together with EBQ, Leadership Louisville Center was able to maximize their Marketing Cloud Engagement (formerly known as Pardot) platform and improve their email marketing campaigns.
As a result, they saw a:
Higher Google Ads CTR than Industry Standards
Lower Cost Per Click than Industry Standards
Impressions on Paid Ads
The Challenge
Leadership Louisville Center empowers future leaders within their region to achieve their professional goals. Since 1979, the nonprofit strives to be the region’s go-to resource for talent development, relationship building, and community engagement.
However, Leadership Louisville Center had issues with their data infrastructure and third-party app integrations. They needed professional help to resolve some of their Salesforce issues. After indicating they were looking for a partner, their Salesforce contact connected them with EBQ.
Initially, Leadership Louisville Center was drawn to EBQ’s billing structure. They liked how EBQ provides a team of specialists to support the nonprofit’s initiatives. Moreover, the outsourcing partner accommodated Leadership Louisville Center’s leaner budget to help maximize their Salesforce platforms.
“As things got more manageable, we had less of a need for Salesforce support. But what started ramping up at the same time is that we also had Marketing Cloud Account Engagement (MCAE) — which was connected to our Salesforce CRM. We had some knowledge gaps, and we also had some turnover within our internal marketing team. So, we started talking to EBQ about our marketing needs,” said Holly Prather, Chief Operations Officer at Leadership Louisville Center.
The Solution
When Holly was first partnered with EBQ’s marketing team, she had two overarching objectives as she continued onboarding Leadership Louisville Center’s internal marketing team:
- To fill in Salesforce and marketing knowledge gaps
- To continually execute marketing campaigns
EBQ’s marketing team started with one of Leadership Louisville Center’s largest fundraising events of the year that required a lot of manpower to market their presence — specifically through paid advertising and email marketing channels.
“We also needed help getting Engagement Studio set up so we can get recruits throughout the year — including landing pages, automated emails, etc. We don’t have the expertise to build out the MCAE’s landing pages and forms in Engagement Studio,” said Holly.
Since then, Holly has entrusted EBQ’s team with other marketing projects — such as taking the lead on Google Ad Grant. For reference, Google Ad Grants fund eligible nonprofits up to $10,000 USD a month for their Google Ads campaigns.
However, these nonprofits must maintain a 5% click-through rate (CTR) to maintain their eligibility. In one of their most recent paid search campaigns, EBQ’s marketing team achieved a 12.1% CTR — exceeding their 5% goal.
The Results
Before, Holly and her team were anxious about their ability to hit their goals and get enough applicants. Recently, they saw their largest applicant pool in 10 years; Holly credits EBQ’s marketing automation campaigns for their success.
When reflecting on their overall performance, Holly says that their marketing automation allows her to “set it and forget it.”
“Knowing that EBQ got my back. Knowing that I have Consultants I can call upon whenever I need help; it’s all reassuring,” said Holly.
Today, Leadership Louisville Center and EBQ’s synergy remains strong. Through their weekly meetings and Asana task updates, both teams are able to stay updated on the latest marketing projects’ progress. These regular check-ins empowered Leadership Louisville Center to work on even more projects down the line.
“Sarah Perez, Cory Blacklock, and Cole Arvidson know a lot about Salesforce and Marketing Cloud Account Engagement. It allows us to do things better and do things faster — and also troubleshoot things that we were completely unaware of,” said Holly.
Sarah Perez, Cory Blacklock, and Cole Arvidson know a lot about Salesforce and Marketing Cloud Account Engagement. It allows us to do things better and do things faster — and also troubleshoot things that we were completely unaware of.
Leadership Louisville Center x EBQ
Leadership Louisville Center was able to maximize their Marketing Cloud Account Engagement and create effective paid ads with the help of EBQ. Read our case study to learn more.
