The challenge
Hello Alice's marketing ran on a proprietary platform, with most of its data living outside any CRM.
The team struggled to trust what they had. Segmentation was hard, accuracy was uncertain, and every campaign carried the quiet tax of not being sure the audience was right.
The work
One Laminar Fellow, Lamin Ceesay, migrated Hello Alice to Salesforce Marketing Cloud.
The hard part wasn't the tooling, it was the data model: external, non-CRM-shaped data that required dedicated architecture sessions to restructure and ingest before segmentation could begin.
From there: welcome sequences, grant-promotion journeys, sponsor-targeted campaigns, and every post-form-submission workflow.
Then, for the part most implementers skip, Lamin wrote step-by-step 'blueprints' on Confluence and ran live training until Hello Alice's own two- to three-person team could operate the system without help.
The impact
Two years in, Hello Alice runs its campaigns with minimal outside intervention; Lamin Ceesay has shifted from execution to strategic initiatives.
The result the client names first is data confidence: the team now believes its own segments.
That confidence has had a positive impact on sponsor retention and net-new sponsor growth, based on a before-and-after historical report in progress.