Optimising Marketing Automation: Migrating to Adobe Campaign Classic for a Leading Belgian Bank

Client Background

A major financial institution in Belgium sought to modernise its marketing automation capabilities by implementing Adobe Campaign Classic. The bank aimed to centralise its campaign management, improve customer engagement, and enhance marketing efficiency. Given the increasing importance of personalised and data-driven marketing in the financial sector, the organisation recognised the need to transition from its outdated system to a more sophisticated, scalable solution. After careful evaluation, the bank selected Adobe Campaign Classic as the foundation for its marketing operations, ensuring a unified and future-proof approach to customer communications.

Sailpeak was engaged to support this migration, ensuring a smooth transition while also upskilling the marketing team to maximise the platform’s capabilities. Our role was to facilitate the integration of Adobe Campaign Classic, streamline marketing workflows, enhance the effectiveness of customer interactions through automation and migrate marketing campaigns from the legacy system to Adobe Campaign Classic.

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Objective

The bank’s marketing team faced challenges in managing complex multi-channel campaigns efficiently. Their previous system lacked the necessary flexibility, automation, and scalability to support evolving customer engagement strategies and ambitions. With increasing regulatory requirements and heightened customer expectations, the bank needed a robust solution that could handle personalised marketing at scale.

Sailpeak’s mission was to:

• Oversee the seamless migration from the legacy system to Adobe Campaign Classic.
• Train and upskill the marketing team to leverage Adobe Campaign Classic’s full potential.
• Ensure compliance with financial industry regulations regarding customer data and marketing practices
• Bridge the requirements of the various departments within the marketing team

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Challenge

The migration to and implementation of Adobe Campaign Classic presented several key challenges, including:

• Complexity of Migration: The bank had an extensive database of customer interactions, existing workflows, and campaign structures that needed to be mapped and transferred without disruption.
• Technical and Operational Learning Curve: Adobe Campaign Classic is a powerful but complex platform, requiring significant upskilling for the marketing team to use it effectively.
• Data Governance & Compliance: Ensuring data security and compliance with GDPR and financial regulations during and after migration.
• Stakeholder Alignment: Aligning IT, marketing, and compliance teams to ensure smooth adoption of the new syste.m

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Sailpeak’s Approach

To address these challenges, Sailpeak adopted a strategic and hands-on approach to ensure a seamless migration and successful adoption of Adobe Campaign Classic. Our methodology combined technical expertise, structured training, and operational alignment to support the bank’s transition while maximising efficiency and value.

We began by conducting a comprehensive audit of the existing marketing workflows and campaign structures to identify key areas for optimisation. Ensuring data integrity and compliance, we implemented a phased migration strategy that minimised disruptions and safeguarded continuity.

To facilitate adoption, we provided extensive hands-on training sessions tailored to the marketing team’s needs, enabling them to fully leverage Adobe Campaign Classic’s capabilities. Our workshops covered essential campaign management functions, audience segmentation, automation workflows, and advanced analytics to empower data-driven decision-making.

In addition to technical implementation, we worked closely with stakeholders across IT, marketing, and compliance teams to ensure seamless integration into broader business operations. This collaborative approach fostered alignment and adoption at all levels of the organisation, enabling the bank to drive customer engagement and operational efficiency through a centralised, scalable marketing automation platform.

By combining a structured migration process with ongoing support and training, Sailpeak ensured the bank’s marketing team could independently manage and innovate within Adobe Campaign Classic, setting the stage for sustained success in digital marketing strategies.

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Conclusion and Results‍

Sailpeak successfully guided the bank through a structured migration process, ensuring a seamless transition to Adobe Campaign Classic. By providing strategic insights, hands-on training, and technical expertise, we empowered the marketing team to leverage the platform effectively.

By the completion of Sailpeak’s engagement with the bank, over 12,5 million individual customer communications had been successfully delivered. Additionally, more than 60 marketing campaigns were migrated to Adobe Campaign Classic, allowing the bank to fully harness the platform’s capabilities and optimise its marketing efforts.

By integrating Adobe Campaign Classic, the bank now benefits from a scalable and future-proof marketing automation system that aligns with its broader digital transformation goals. Sailpeak’s expertise in financial services and marketing technology ensured a tailored, high-impact solution, setting the foundation for sustained success in customer engagement and revenue growth.

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