Do a thorough business requirement analysis before using Adobe Campaign
Updated May 10, 2021

Do a thorough business requirement analysis before using Adobe Campaign

Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Software Version

Adobe Campaign v6/v7 – On-Premise

Modules Used

  • Message Center
  • Offers/Interaction Management
  • Transactional Messages
  • Landing pages

Overall Satisfaction with Adobe Campaign

Adobe Campaign is used by the 4 business units of the Global enterprise I worked for. It is the official marketing automation tool across the business used to send out email and SMS communications to its prospects, customers and stakeholders. It is also used as the platform backend for online website forms. The business problem it solves is that when it was rolled-out, the company's direction was to unify the 4 business units into a single marketing automation platform. The goal was to have a unified view of the prospect or customer so it will be easy for us to acquire net new business leads, and convert those leads into a closed/won sale. For existing customers, the goal was more efficient cross-sell and upsell.
  • Big transactional data (eCommerce Transactions)
  • Data segmentation and aggregation
  • Third-party data enrichment
  • B2B enterprise nurture marketing with long sales cycles (6 months - 18 months)
  • Artificial intellgence
  • User Interface
  • Saved the three business units we have of huge marketing automation platform costs for three years
  • Streamlined and centralised our marketing automation operations
  • The downside is that due to the varying nature of businesses and sales cycles of the three business units of the enterprise I worked for, it became hard to tweak one platform into 3 varying, different needs and so many different business models and scenarios.
As we tried to centralise the marketing automation platform within the enterprise, Adobe Campaign can plug into several instances of for lead management queues. All other marketing automation platforms can only plug into one instance of

Adobe Campaign was also able to handle the complexity and challenges of our enterprise data which are a result of years of legacy, mergers and acquisitions and data aggregation.

Do you think Adobe Campaign delivers good value for the price?


Are you happy with Adobe Campaign's feature set?


Did Adobe Campaign live up to sales and marketing promises?

I wasn't involved with the selection/purchase process

Did implementation of Adobe Campaign go as expected?


Would you buy Adobe Campaign again?


It does the job. The tool itself is not the problem.

You need to have a person with a strong marketing technology background to fully drive and maximise its capabilities. That person will largely drive the productivity and efficiency of this tool in the same way that a fast racing car is dependent on its driver and the rest of the mechanics that ensure that it performs at its peak levels.

If the marketing leader cannot articulate its business needs from a technology innovation requirements perspective, then they may get frustrated with the tool.

In the three years that I have managed it, the methodology (e.g. user enablement, technical support and digital innovation) that I implemented to use this tool helped the enterprise meet the company's business requirements.

Any enterprise organisation should be ready to invest MORE money on digital transformation initiatives to customise AC according to meet its business needs.
I wished they have standard technical support based in Sydney, Australia and they made it easy for us to access that support.

A lot of the complex technical support questions have to be coursed through Adobe consultants, who charge a premium. And sometimes the answers to some technical questions are not very straightforward. In the end, we contracted a local Adobe Campaign technical partner.
Adobe Campaign is well suited for:
1.) Sending email marketing communications to big email lists (over a million records).
2.) Businesses with short sales cycle - 3 months or less. Businesses that are fast moving and transactional in nature. Examples of companies which may benefit from this platform are financial services, consumer businesses; pure eCommerce websites with direct online sales of fast moving goods and repeat buys.
3.) If you would like to activate email, SMS, direct mail campaign as well as social media like Facebook, Twitter and LinkedIn in one marketing automation platform.
4.) If you have a specialist Adobe Campaign developer/technical resource as an average/ non-technical marketing manager, [they] may struggle to maximise all its features as some programming is needed for data related activities; setting up API connections and building of templatised automated workflow journeys.

Less appropriate:
1.) Longer B2B sales cycle - if it takes more than 6-18 months for a lead to convert into a sale as its lead nurture capabilities where you build content tracks and streams are harder to setup
2.) If you'd like to track your prospect or customer behaviour through cookies on your website. It's not straightforward to setup.
3.) If you like to keep changing your email templates (as the AC email is sometimes not easily rendered on Microsoft Outlook and other email platforms)

Adobe Campaign Feature Ratings

WYSIWYG email editor
Dynamic content
Ability to test dynamic content
Landing pages
A/B testing
Mobile optimization
Email deliverability reporting
List management
Triggered drip sequences
Standard reports
Role-based workflow & approvals
Integration with
Integration with Microsoft Dynamics CRM
Not Rated

Using Adobe Campaign

20 - Marketing, Digital Marketing, Marketing Operations, Sales, Management