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Marketing Cloud Empowers a FreightIntel Provider to Eliminate Silos

Client Success Snapshot

Client Profile:

  • Overview: An organization that provides analytics, benchmarking, and monitoring services to companies in the logistics industry
  • Industry: Online Media (FreightIntel)
  • Team Size: 101-200
  • Annual Revenue: N/A
  • Headquarters: TN, USA
  • Markets: Global

The Challenge

For years, a FreightIntel provider had managed its marketing efforts through a constellation of disparate platforms. This decentralization forced the company’s marketing team to continually bounce between applications and information sources. The approach simply wasn’t efficient — which is why the organization asked Gerent to help centralize its ESP operations. The project was on a tight timeline; the implementation needed to occur before the company’s contract with its former ESP provider expired.

Gerent's Approach

Gerent implemented several Marketing Cloud tools, including Automation Studio, Email Studio, Web Studio, and Marketing Cloud Connect in just four weeks. Our solution architects also helped the FreightIntel provider centralize its scattered assets by creating a processing page that would direct all information collected by the company’s 1,200+ web forms to a single location.

Key Outcomes

The newly-implemented tools gave the FreightIntel provider a much-needed marketing boost, reduced overhead costs, and substantially improved operational efficiency. Moreover, the project’s Quick Start approach ensured that the client’s team could transition its operations onto the new framework before its previous ESP contract expired.

Client Success Story

Nothing limits operational potential like silos. It’s a reality that our client, an organization that provides benchmarking, analytics, monitoring, and forecasting services to businesses in the global logistics industry, was acutely aware of when they contacted Gerent in November 2020. 

For years, the FreightIntel provider had managed its marketing efforts through a constellation of disparate platforms. This decentralization forced the company’s marketing team to continually bounce between applications and information sources. The approach simply wasn’t efficient — which is why the organization asked Gerent to centralize its email service provider (ESP) operations onto Salesforce’s Marketing Cloud. 

Marketing Cloud was an intuitive choice for the FreightIntel provider. The company had previously enjoyed a positive experience with the Sales Cloud and knew that Marketing Cloud could provide similarly valuable gains. However, implementing the shift wasn’t a challenge the company could reasonably take on without professional guidance — which is why its leaders turned to Gerent. 

Once briefed on the FreightIntel provider’s needs, Gerent’s solution architects implemented several Marketing Cloud tools, including Automation Studio, Email Studio, Web Studio, and Marketing Cloud Connect. Combined, these would provide the company with much-needed marketing functionality, reduce overhead costs, and substantially improve operational efficiency.


Implementation According to Your Timeline

The gains the FreightIntel provider sought weren’t all that unusual. The company’s timeline, on the other hand, presented an unusual challenge. 

When the company approached Gerent, its leaders explained that they needed a quick switch onto Marketing Cloud, since the contract for their ESP, Piano, would soon expire. However, the company’s contract with its former marketing software, Hubspot, still had a year left on its term. Therefore, Gerent needed to ensure that the organization’s software transition wouldn’t disrupt its continued use of Hubspot. 

Gerent met the challenge by launching a quick-start scenario. In just four weeks, our team implemented Marketing Cloud and migrated all 17 of the company’s newsletters onto the cloud. This was a complicated process, as it involved syncing Marketing Cloud with Hubspot to ensure subscriptions would remain up-to-date across all platforms as the transition progressed. 

During this process, Gerent also considered ways to optimize the resources the company already had at hand. For example, before the FreightIntel provider’s partnership with Gerent, its marketing department had over 1,200 web forms that deposited data across the company’s digital platforms. Gerent’s team centralized these assets by creating a processing page to guide all collected consumer information to a central, readily accessible hub.

Preparing for the Future with Gerent

Once Gerent finalized the immediate transition from Piano to the Marketing Cloud, the team turned its attention to planning for the company’s migration away from Hubspot. Gerent set the organization's marketing team up for success by connecting Social Studio and Ad Studio early. The year-long head start allowed the company’s team to explore the new systems and preempt any learning curves before the official transition to Marketing Cloud occurred. 

With Gerent’s assistance, the FreightIntel provider attained operational cohesion and a degree of centralization that would empower its marketing team to significantly bolster its efficiency. Can your organization say the same? 

Contact Gerent today to find out how we can help your business thrive!

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