How we empowered Bupa Health Insurance to embed Adobe Campaign best practice — then let them power on.
Martech Heavyweights.
What we did
CRM Strategy
Marketing Operations
Fixing Broken Tech
The tipping point
It’s not un-common for marketing leaders with customer centricity as their vision, to invest in a Martech stack only to find their teams embroiled in a day-to-day working reality where very human challenges and dynamics mean they’re more hampered by their Martech than helped.
When Bupa found themselves in this situation with Adobe Campaign, simply assessing the technology stack wasn’t enough of a fix. The tipping point for Bupa came when focus was turned to the true source of the problem, which, once addressed turned their team into self-reliant, high-performing Martech magicians.
This is how we did it — together
In 2018, Bupa had the ambition to deliver beautifully personalised, best-practice direct marketing to their Health Insurance customers in high volumes – and they’d invested in a top piece of tech for the job: Adobe Campaign.
However, a few months into their investment, Bupa was aware of multiple implementation issues that were standing in the way of their marketing team being able to connect meaningfully with customers. With no clear information on why the issues were present, they needed an intervention to get to the source, motivate the team and open the floodgates to the true firepower that the platform had promised.
“The DBZ team has the skin in the game to get it – they’re both thinkers and doers.”
Vicki Best — Head of Customer Engagement
Bupa Health Insurance
These were the steps
This is what we did to take Bupa from frustrated, to a firing team of martech masters, pumping out dozens of high performance, personalised campaigns per quarter and living the Adobe Campaign dream.
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The DBZ team went straight to the source internally to start the sleuth work and get to the route of Bupa’s platform implementation issues. Interviews with 25 internal stakeholders were conducted as well as a review of the existing tools & support available for the team using the platform, including Adobe Campaign training packs and data.
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You can’t achieve best practice if you don’t know what success looks like, so Step 2 was to define a 10-step process for campaign management and execution. This included pinpointing roles & responsibilities through the team, and defining artefact requirements (workflows, frameworks, reporting) for best practice with Adobe Campaign.
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It’s not just the marketing team who needs to be onboard when visionary change is the ambition – it’s the whole business. To this end, consulting was undertaking undertaken to identify barriers up-stream from the marketing team, cross divisional business issues and anything else standing in the way of success. DBZ placed specialists on the ground with Bupa during this phase to coach and embed modern martech processes business wide.
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Speed and volume without error means creating robust tools and templates, then making sure everyone on the team is confident and quick at using them. Campaign Artefacts, Process Artefacts and Training Guides were created so that team members, existing and new, had everything they needed to sail the martech ship like captains.
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With the team well & truly getting their Martech game on, the stack itself had highly technical issues that needed addressing, particularly pertaining to data and content scalability. DBZ data gurus collaborated with multiple vendors and internal parties, analysed the current data to identify gaps, fixed issues with naming conventions and developed the specification for the enhanced data set needed for success.
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The best-practice world Bupa had worked so hard to instil needed a special kind of internal chaperone to preserve its integrity. DBZ onboarded key personnel to the Bupa team including a Traffic Manager to assure the continuance of internal process that supported modern Martech ways of working and stand-out productivity.
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After a 4 year period of close and concentrated work with the Bupa team, it was a delight to leave them to their own devices as a team of authentic martech heroes who knew & loved their stack and were reaping every last cent of their investment in it in terms of campaign results. DBZ continues to consult to Bupa whenever evolution or new vision leads to the need for further inputs.