Salesforce Marketing Cloud Migration
Client: Global Association of Risk Professionals (GARP)
Enterprise CRM Suite Implementation + Salesforce Migration for a Global Financial Services Organization
Client
GARP is the leading association for risk professionals globally, serving over 150,000 members in 190 countries. GARP provides education, certification, and information for risk professional leaders at the largest financial institutions across the globe and the regulators who govern them.
Solution: Technical HubSpot Consulting
Migration + Implementation
Salesforce > Enterprise CRM Suite
Migration
Angular > HubSpot CMS Enterprise
Discovery
New website planning + sitemap
Challenge
The Global Association of Risk Professionals was embarking on a multi-layered digital transformation initiative to address website, CRM, and email challenges that were limiting its ability to create clarity and alignment for their internal teams.
With so many members in so many different countries, GARP needed a way for its Marketing and Membership teams to update website content and send personalized email communications without needing to involve IT or Salesforce resources.
As GARP began to evaluate alternatives, it became clear that the expertise of a certified HubSpot partner would be critical to meeting their complex business objectives and aggressive timeline.
Creating clarity at every step
The Mole Street team began collaborating with GARP’s senior Marketing and IT leadership along with a HubSpot solutions engineer to chart a path forward by selecting Enterprise CRM Suite.
With GARP’s CIO as internal champion, Mole Street partnered across multi-disciplinary teams within GARP to fast-track discovery, strategize around business rule requirements, drive internal workflows, and execute on the technical and strategic components of the project.
The project required three unique workstreams running simultaneously across three Mole Street project teams that worked in lockstep with seven key GARP stakeholders spanning IT, Product Marketing, Email Marketing, Operations, Membership, Brand and Design.
Our team created clarity for GARP through every stage of the project.
Solution
Technical HubSpot Consulting
Leading the complex, two-pronged implementation and migration required moving data from two separate systems. Mole Street built out the module and database infrastructure needed for the data to eventually live within HubSpot.
In addition, a third team led a comprehensive discovery project for a future-state version of GARP’s website. This required a high level of sophistication and meticulous project management.
For standard objects, subsets of data were added to Campaigns in SFMC and data was imported in batches via the Campaign Import option. Mole Street created custom fields in SFMC and updated them in small batches for the purpose of triggering historical records that could then be migrated.
For custom objects, the team requested custom development from the HubSpot Engineering team who were able to raise the limit for this migration.
To accomplish bi-directional syncing, our team worked to develop custom automated workflows.
CRM
1M+
Contact records migrated
4
Standard Objects including fields mapped + sync logic
65,000
Company records migrated
3
HubSpot Enterprise Onboarding Training sessions with senior stakeholders
5
Custom Objects created in HubSpot via API
Marketing
129
SFMC email templates converted to HubSpot Lists
55
Lists converted from SFMC to HubSpot
21
SFMC journeys migrated to HubSpot Workflows
8
Week global IP Warming for new HubSpot Dedicated IP address
35
SFMC email templates converted to HubSpot Templates
“Mole Street was a great partner right from the beginning. They invested time to understand our situation and came up with a solid proposal and plan to help us meet our target goals and milestones. Great experience all around.”
Jeff Mah ─ Chief Information Officer, GARP (Global Association of Risk Professionals)
HubSpot CMS Enterprise Migration
GARP was running a hard-coded site built on Angular which meant all structural and content changes always had to flow through the IT team. This left Marketing reliant on IT for minor site changes, pushing content live, and on-the-fly campaign-related web requests. And IT was often bogged down with time-sensitive Marketing requests. Our team completed a “lift-and-shift” migration from Angular to the HubSpot Enterprise CMS.
30
Unique databases migrated to HubDB
6
Unique content hubs with blogs migrated
2,500
Unique pages migrated
24
HubSpot attribution reporting dashboards set up
250
Modules created
9
Google Data Studio reports established
New Website Planning + Sitemap
In anticipation of completing the migration of GARP’s website to the HubSpot CMS, our Growth-Driven Design team worked to complete a full sitemap discovery that included intensive website UX testing, competitor analysis, a full SEO audit, and implementation of recommendations. This included an executive-ready presentation to announce the future state of the website to senior stakeholders as well.
8
Competitor UX + sitemap analyses
1
Final sitemap for new website
8
Website UX tests across four
unique user groups
1
Comprehensive SEO Audit + recommendations implementation
2
eCommerce registration UX analyses
“The team was exceptional, from great communication to attention to detail. I was very impressed with their automation experience, professionalism, and personality. We’ve had other partners before and transitions felt chaotic. With Mole Street, it was completely different.”
Christie Alexander ─ Assistant VP, Project Management + Marketing Operations
Relevant Work
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