Financial Services: Next-Gen Marketing Platform

Context

A major US financial services company was in the middle of aggressive customer acquisition across multiple brands, and their digital infrastructure could not keep up. Each brand had its own website, its own lead management process, and its own marketing workflows. B2B and B2C partners across the globe were being nurtured through different methods with different tools, creating inconsistency at every touchpoint. Customers moving between brands encountered experiences that felt like they came from different companies -- because operationally, they did.

While at Capgemini, we took on the challenge of unifying this sprawling digital presence into a coherent, high-performing marketing platform that could scale with the company's growth.

Challenge

The inconsistency ran deep. Lead nurturing, management, and prioritization varied by brand and by partner. Marketing teams had no shared playbook, no common measurement framework, and no centralized content governance. The result was duplicated effort, wasted spend, and customer experiences that undermined the trust a financial services brand needs to earn.

Adding to the complexity, the company needed every digital property to meet Americans with Disabilities Act standards -- a non-negotiable requirement that had been inconsistently applied across the portfolio.

Approach

We revamped and delivered over 200 highly personalized websites across the company's brand portfolio, all built on Adobe Experience Manager with accessible design as a foundational requirement rather than an afterthought. Adobe Target powered the personalization layer, Adobe Workfront centralized marketing operations and workflow management, and Adobe Marketo unified the marketing automation suite across all brands and channels.

The content architecture was restructured around a central repository that gave all teams access to approved assets, messaging frameworks, and brand guidelines. This eliminated the duplication and inconsistency that had plagued the organization while still allowing brand-specific customization where it served the customer.

Multi-channel campaign activation was integrated directly into the company's enterprise systems, creating a closed loop from initial awareness through lead capture, nurturing, and conversion. Marketing teams could execute campaigns with a shared set of tools and a common view of performance, regardless of which brand or channel they were operating in.

Results

The unified platform delivered measurable impact across every dimension the company cared about. Marketing operations costs dropped 30 percent as duplicated tools, processes, and effort were consolidated. Lead conversion rates improved 10 percent through better nurturing and more consistent follow-up. Cross-sell growth increased 30 percent as the platform enabled smarter identification of customers who could benefit from the company's other brands and products. Website campaign management costs decreased by $350,000 annually.

The ADA-compliant accessible design across all 200+ properties was not just a regulatory checkbox -- it expanded the company's addressable audience and demonstrated the kind of inclusive thinking that builds trust in financial services.