Greater Houston Partnership’s Transformation with Salesforce Marketing Cloud

Challenges

Despite being a longtime Salesforce customer, Greater Houston Partnership (GHP) faced significant challenges in fully leveraging the platform due to their reliance on Constant Contact, which wasn’t integrated with Salesforce. This lack of integration resulted in time-consuming manual exporting and importing of data between the two systems. Additionally, the old system lacked design flexibility and opportunities for customized branding in email templates. Overcoming these issues required ensuring a seamless integration between Salesforce Marketing Cloud and Sales Cloud, addressing the diverse communication needs of various audience segments, designing effective automated journeys for member onboarding and engagement, managing a large volume of personalized content, and providing adequate training and resources to the team.

Solution

Catalyst implemented Salesforce Marketing Cloud for GHP, integrating it seamlessly with their existing Sales Cloud environment to enhance their marketing and communication efforts. The solution included Email Studio for  personalized email communications, Web Studio for managing over ten types of targeted newsletters, Advertising Studio for creating targeted social media advertisements, and Journey Builder for automating member onboarding and prospect engagement journeys. This comprehensive implementation enabled GHP to send highly targeted communications, manage opt-ins effectively, expand their reach through social media, and automate personalized journeys, significantly improving their ability to engage with diverse audience segment and drive economic development in the Greater Houston area.

Benefits

The implementation of Salesforce Marketing Cloud brought significant benefits to GHP. It enhanced their ability to send highly targeted and personalized communications, fostering stronger engagement with current members, event sponsors, local businesses, and prospective members. The platform’s capabilities allowed GHP to manage over ten different types of newsletters effectively, ensuring content was aligned with recipients’ interests. Additionally, targeted social media advertising expanded their reach, attracting new businesses and members. The automation of member onboarding and prospect engagement journey streamlined communication processes, saving time and effort while maintaining consistency and relevance. Overall, the implementation significantly bolstered GHP’s marketing and communication strategies, promoting economic development and strengthening business connections within the Greater Houston area.