How to build a business case for Adobe Campaign

There’s good reason for Adobe Campaign being recognised as the leading multi-channel campaign management tool by analysts. It’s packed with powerful features that enable marketers to orchestrate communications and experiences across multiple channels.

Given the power of the tool when compared to other products in the market, Adobe Campaign may appear aspirational. In reality, (and having done a number of business cases for investment in Adobe Campaign) the case can be easily made. Even when moving from a low-end email service provider.

Costs to consider when building your business case:

• Licence cost of Adobe Campaign
• Implementation cost to configure your instance of Adobe Campaign
• Campaign migration costs for transitioning existing campaigns to Adobe Campaign (note, this may be a good chance to improve your campaigning rather than doing a “lift-and-shift”)
• Training of your team
• Ongoing user support for technical and campaign users of Adobe Campaign
• Outsourcing of the Adobe Campaign function which is an increasingly popular option allowing you the best in market tool along with an expert team of users
• Costs for integration with further channels (SMS, Push, WhatsApp, Programmatic Display)

What’s crucial is to calculate both the CapEx and OpEx costs to get you running with Adobe Campaign. Pulling together this list can be daunting, however, CACI and Adobe can help you build a full plan with costings.

What return can I expect from Adobe Campaign?

Now comes the other side of the equation. What return do you expect to achieve from moving to Adobe Campaign? This return may be an operational cost saving by moving suppliers or, the opportunity to improve marketing performance.

Operational cost savings can come from combining existing tools into one multi-functional tool. Multiple tools that are commonly combined include ESP, SMS, campaign selection tool, customer database, and mobile app messaging. Not only is there a potential cost benefit of doing this, there is also the added power and simplicity of managing everything through Adobe Campaign. Our client, The O2 invested in Adobe Campaign and Email Studio, and have reported a reduction in campaign production timelines by 80%. Watch the customer success story.

Personally, the more exciting element of investing in Adobe Campaign is the opportunity to produce more engaging, more coordinated, cross-channel direct marketing – to actually deploy customer journeys with personalised marketing messages. Journeys that drive a significant and measurable financial return to your business.

When calculating your opportunity to improve marketing performance consider:

• What would an improved response rate to marketing communications mean?
• How would reduced churn or unsubscribe rates influence CLTV?
• If customers are more engaged with my brand, what difference would this make?
• What would the financial benefit be of reactivating lapsed customers?
• Through personalised comms, what improvement could we see to offer conversion?
• By improving campaign selections how much could we improve cross-sell purchases?

The perfect business case for Adobe Campaign would be composed of both an efficiency factor and an improvement in marketing response. Especially given that improved efficiency should enable the team to launch more campaigns, do more testing, and give more time to consider strategy. Combining both areas together should give you the case to invest in market leading technology that will really take your marketing efforts forward.

If you’d like help compiling your business case for Adobe Campaign, get in touch.