Without seeing your data its hard to say.
You could in VBA write a script that could loop through your cells and when it comes across a cell that matches your criteria it can CALL your other macro.
Don't know quite what you want but it would be something like this:
(this is completed untested, I've just written this straight on here)
Sub TestCells()
Dim lastrow, x as long
LastRow = sheet1.usedrange.row + sheet1.usedrange.rows.count -1
For x = 1 to lastrow
If sheet1.range("A" & x).value = "your criteria here" then
Call "your other macro here"
end if
Next x
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