BRCG Case Study
Four years. One CRM team.
Zero brought us in to lead the SendGrid to Braze migration. Four years later we still run their entire lifecycle program: campaign ops, experimentation, rebrands, and integration planning. Braze is a real DAU lever now, not just transactional email.
4 yrs
One CRM team, four years running
Braze
SendGrid migration led and managed
Full
End-to-end Braze ownership
DAU
Lifecycle became a growth lever
The Challenge
A legacy stack and a marketing org outgrown.
Email lived on SendGrid with thin segmentation and no behavioral triggers. Campaigns were one-off sends with no lifecycle behind them, and every meaningful change meant an engineering ticket. CRM could not move at product velocity, and there was no clear line from email back to DAU.
Legacy SendGrid stack
Email lived on SendGrid with limited segmentation, no behavioral triggers, and a workflow the product team had outgrown.
No real lifecycle program
Campaigns were one-off sends. There was no cohesive lifecycle, no retention architecture, and no clear line from email back to DAU.
Marketing waiting on engineering
Every meaningful campaign or template change required an engineering ticket. CRM could not move at product velocity.
Our Approach
Migrate the platform. Own the program.
We scoped and shipped the SendGrid to Braze move, then stayed on to run it. Four years later, the same team owns Zero's CRM end to end and treats Braze as a daily-active engagement channel, not a transactional afterthought.
Led the SendGrid to Braze migration
Planned, scoped, and executed the full platform move, then stayed on to run it.
- Data model and event taxonomy design
- Deliverability rebuild on a fresh sending domain
- Template and campaign parity migration
- Phased cutover with QA and dual-send validation
Full end-to-end Braze ownership
Four years in, we are Zero's CRM team. Every campaign, every journey, every rebrand runs through us.
- Day-to-day campaign ops and journey architecture
- Continuous experimentation cadence
- Rebrand rollouts through the template system
- Integration planning and deliverability monitoring
Lifecycle as a DAU lever
Pushed Braze beyond transactional to become a primary channel for daily-active engagement.
- Re-engagement journeys for lapsed cohorts
- Behavioral push tied to product moments
- In-app messaging on product-event triggers
- Segment data flowing into real-time triggers
The Result
Four years. One CRM partner.
We led the SendGrid to Braze migration and have been Zero's CRM team ever since. Every campaign, every journey, every rebrand, and every integration plan goes through us. Braze is no longer a transactional tool at Zero. It is a real DAU lever, run by the same group that built the foundation, and the retainer has held for four years and counting.
From the BRCG Team
“The hard part of a migration is everything that comes after it. We stayed to run Zero's Braze day to day, and four years later it's a daily-active lever, not a transactional afterthought.”
Kodie Critzer
Founder & CEO, BRCG · Ran the Zero engagement
Stack
FAQ
Questions, answered.
What did BRCG do for Zero?
BRCG led Zero's SendGrid to Braze migration and has run their lifecycle program ever since. We own the data model and event taxonomy, deliverability, campaign ops, journey architecture, rebrand rollouts, and integration planning.
What platforms does the Zero engagement use?
Braze for email, push, and in-app messaging, Segment for behavioral data, and a legacy SendGrid stack that we migrated off of during the platform move.
How long has BRCG worked with Zero?
Four years and counting. BRCG works month to month, and Zero has kept the same CRM team since the migration. The same group that scoped and shipped the move runs the program today.
Is BRCG effectively Zero's CRM team?
Yes. We own the Braze instance end to end. Every campaign, every journey, every rebrand, and every integration plan goes through us, so marketing no longer waits on an engineering ticket to ship.
More Work
Related case studies.
Want a CRM team that stays for years?
Let's talk about how BRCG can own your lifecycle program, from platform migration through the day-to-day work that drives DAU.
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