Black Rifle Coffee Company · Coffee · DTC
From assessment to action
A marketing engine, tuned.
- Platform
- Salesforce Marketing Cloud
- Services
- SFMC audit & optimization
- Engagement
- Assessment → implementation
Black Rifle Coffee Company (BRCC) is a premium, veteran-founded coffee brand that runs its lifecycle marketing on Salesforce Marketing Cloud. BRCC partnered with Kasama to assess that environment and turn the findings into a more scalable, efficient marketing engine.
The brief
- Audit the SFMC implementation to surface gaps and risks
- Implement recommendations for scalability and long-term efficiency
The challenge
A closer look at BRCC's Salesforce Marketing Cloud surfaced four areas holding the program back.
Configuration gaps
Einstein features were under-configured and underutilized, leaving engagement tooling on the table.
Data issues
Duplicate contacts muddied segmentation and inflated audience counts.
Deliverability challenges
Incomplete sender authentication put inbox placement and sender reputation at risk.
Integration weaknesses
Misaligned data flows between SFMC and the CRM created inconsistent records.
Our approach
Kasama's evaluation focused on five areas of the environment.
System administration
Reviewed Einstein configurations and overall account setup.
Deliverability
Audited authentication — SPF, DKIM, DMARC — and sender reputation.
Salesforce integration
Checked CRM alignment and the accuracy of data flowing between systems.
Subscriber management
Resolved duplicate-contact handling and tightened list hygiene.
Implementation validation
Verified configuration accuracy end to end before rollout.
What we delivered
Tuned Einstein engagement
Refined Einstein Engagement settings to activate smarter send-time and content optimization.
Clean subscriber data
Resolved duplicate contacts for accurate segmentation and reporting.
Hardened deliverability
Strengthened SPF, DKIM, and DMARC to protect sender reputation.
Aligned CRM integration
Improved data flows so SFMC and Salesforce CRM stay in sync.
The results
Stabilized
Deliverability
Steadier sender scores and higher delivery rates.
Sharper
Data accuracy
Cleaner records powering precise segmentation.
Leaner
Efficiency
Less manual intervention across campaigns.
Smarter
Targeting
Better engagement predictions from Einstein.
“Kasama's tailored approach to assessing and optimizing BRCC's Salesforce Marketing Cloud environment reinforced their ability to deliver.”
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