How EBQ Empowered Macgregor Communications to Fully Utilize Salesforce Marketing Cloud
Under EBQ’s guidance, Macgregor Communications successfully migrated to Salesforce Marketing Cloud — bolstering their email marketing campaigns.
As a result of their partnership, Macgregor Communications saw a:
increase in open rates
increase in click-through rates
average email deliverability rate
The Challenge
Macgregor Communications (Macgregor) facilitates over 20 conferences and exhibitions throughout the North American continent. They foster strong professional relationships by creating unique marketplaces in various industries.
Initially, Macgregor was using a legacy platform, Critical Impact. As their business continued to grow, they found that their database had outgrown Critical Impact. Since Macgregor has six business units, keeping up with all of them in one single pane of glass has become increasingly difficult.
“The first problem is that our database was a bit too much for our legacy CRM to handle. We were getting problems with the platform crashing on us and downtimes; the platform is built for much smaller clients — which we once were, but we grew. Critical Impact does not have any capabilities to do any journey at the level of complexity that we needed,” said Alice Ross, Marketing Director at Macgregor Communications.
After weighing their options, Macgregor invested in Salesforce Marketing Cloud. They knew the platform would fulfill their need for a B2C marketing automation tool. Moreover, they were already using Salesforce Marketing Cloud Account Engagement, so it felt like a good fit.
The Solution
SALESFORCE MARKETING CLOUD AT EBQ
After committing to investing in Marketing Cloud, the Macgregor team knew they needed professional help implementing the robust tool into their current workflows. During their negotiations, Salesforce recommended that Macgregor partner with EBQ for migration help.
“We had a chemistry meeting with EBQ when we were in the negotiating phases with Salesforce. EBQ understood our problems and needs, so we had a good feeling from the get-go that this is going to be a good project relationship,” said Alice.
Throughout the partnership, Alice described Macgregor and EBQ’s team communication as incredibly structured. They use Asana, a project management system, to help with project flow and alignment. At any given time, the Macgregor team has full visibility into what the EBQ has worked on.
But what Alice appreciated the most was how fast her team has been able to work with Salesforce Marketing Cloud thanks to EBQ’s one-on-one training.
“We’ve gone back and watched our past lessons. It’s great that our team now says things like, ‘We need to do more journeys!’ I can tell they now feel more empowered to try new things,” said Alice.
The Results
Since the partnership, Macgregor has seen a huge improvement in their email messaging. Their email templates not only look better but also produce better marketing metrics:
- Email deliverability is at 97%+, thanks to EBQ warming up the IP
- Open rates increased by 11%
- Click-through rates have increased by 45%
Today, Alice feels that EBQ has really set their team up for success with the training and recordings. The Macgregor team now feels confident navigating the robust platform to create complex journeys.
As she reflected on the partnership’s success, Alice credits EBQ’s innate ability to understand and solve their business challenges.
“EBQ is a great partner that understands our business problems! It wasn’t about us telling you what we wanted you to do; it was about us collaborating and EBQ finding creative solutions,” said Alice.
EBQ is a great partner that understands our business problems! It wasn’t about us telling you what we wanted you to do; it was about us collaborating and EBQ finding creative solutions.
Macgregor Communications x EBQ
Macgregor Communications successfully migrated and maximized their Salesforce Marketing Cloud utility with EBQ.
