The Greater Seattle chapter of the YMCA is a large nonprofit organization with 13 local branches and an active email subscriber list of over 600,000. To house its email marketing operation, the organization adopted Salesforce Marketing Cloud (SFMC). Several of the Y’s program marketing managers used SFMC for email campaigns, but did so with little training on automation, and minimal process in place for implementation or internal coordination.
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Whitepages.com is a leader in the identity field, helping individuals and small businesses contact, vet and verify people. From its founding in 1997, the company hadn’t fully embraced the potential of email as a revenue-generating channel. In 2017, Whitepages’ new CMO (now CEO) Leigh McMillan realized that the company’s existing email platform wasn’t sufficient; more importantly, the company’s passive approach to email marketing was leaving money on the table.
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