ProQuest Helps JB Hi-Fi Unleash the True Power of Marketing Automation
When JB Business, the commercial arm of JB Hi-Fi, wanted to elevate their marketing automation game, they turned to ProQuest Consulting. As one of Australia’s largest tech suppliers, serving over 6,000 corporate customers, JB Business was ready to unlock MCAE’s full potential to better support their marketing strategy.
JB Hi-Fi - The Challenge:
JB Business had been using Marketing Cloud Account Engagement (MCAE) - formerly known as Pardot - but wasn’t seeing the results they wanted. Challenges included:
- Limited user adoption due to a setup that didn’t fully align with their processes.
- Lack of visibility into campaign performance, making it hard to track ROI.
- Missed opportunities for marketing innovation beyond relaying supplier campaigns.
JB Hi-Fi - ProQuest at work:
We began with our MCAE Success Mapping Program (SMP), a four-week health check to pinpoint gaps and uncover opportunities. Through technical analysis and collaborative workshops, we delivered:
- Customer Journey mapping of current processes.
- A detailed technical audit of their current setup.
- A roadmap of nine tailored initiatives, prioritised for maximum impact.
This approach resonated with JB’s team, who felt confident in our ability to align MCAE with their goals. Over three months, we implemented high-impact improvements, including:
- A customised data model tracking orders (not just opportunities) for richer account engagement.
- Lead scoring and grading to identify upselling and cross-selling opportunities.
- Custom dashboards providing clear insights into ROI and campaign performance.
- Flexible email templates that JB’s team could easily adapt for different campaigns.
- Training and enablement to empower the in-house team to manage MCAE confidently.
The Results for JB Hi-Fi:
Today, JB’s marketing team is achieving results with MCAE as an integral part of their strategy. Campaigns launch faster than ever, giving them the agility to respond to market opportunities in real time. Custom dashboards provide crystal-clear visibility into ROI, linking campaigns directly to sales outcomes. With MCAE firmly in their hands, JB has achieved cost savings, improved performance, and renewed confidence in the platform.
Jon Archer,
Senior Digital Marketing Manager
JB Hi-Fi Business
"We engaged ProQuest to help us extract more value from the MCAE product. Before this project, our marketing team were severely underutilising it, which hampered our ability to deliver automated and personalised communications to our customers.
ProQuest worked with us to workshop and identify top MCAE features we could unlock to deliver the biggest impact.
What stood out the most to us was ProQuest's ability to overcome any challenges or obstacles we encountered with relative ease. The team also showcased their in-depth knowledge and understanding of not just the MCAE product, but our Salesforce CRM as a whole.
If you can match ProQuest's professionalism, enthusiasm, responsiveness and accountability throughout your project, you can expect to achieve all your objectives."
With the right expertise and approach, ProQuest helps businesses like JB Hi-Fi achieve measurable results by maximising Salesforce tools. Let’s talk about what we can do for your business!
