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MBX Consulting

B2B SaaS · Email

Lifecycle after re-platform.

Selected work of the practice. Not a named client.

  • +18–24 pts

    Inbox placement

  • +31%

    SQLs from email, two quarters

  • 5 days → 36 hrs

    Launch email cycle

Situation

A B2B SaaS company had re-platformed to Salesforce Marketing Cloud with 2.4 million contacts and no living lifecycle. Journeys were migrated as artifacts. Deliverability was assumed. Launch mail still took five days because six people touched a proof.

This is selected work of the practice — written as a sector and a channel, not as a named client.

Work

  • Diagnose: placement, authentication, the actual path from trial to expansion. Kill the journeys that were theatre.
  • Build: welcome, activate, expand, revive — instrumented in SFMC, with a stop so sales-assisted mail did not collide.
  • Run: a weekly send plan. Legal path named. Time-to-launch treated as an operating number, not a complaint.
  • Hand back: the PMM could hold the calendar. The stack was no longer a museum of the old ESP.

What changed

  • Inbox placement up 18–24 points once authentication and send hygiene were held as work, not as a ticket.
  • SQLs from email +31% in two quarters. Unsubscribe −40 bps.
  • Launch email: five days to thirty-six hours.

Also: Unsubscribe −40 bps. SFMC. 2.4M contacts.

“We had a new ESP and an old week. She fixed the week.”

VP, Lifecycle — B2B SaaS
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