Mediafin: Migration from Selligent to Salesforce

Getting SFMC Fully Operational in just 6 Months

The Client

Mediafin is a Belgian media group and a joint venture between Groupe Rossel and Roularta Media Group. They publish De Tijd, L’Echo and Sabato.

The Business Needs

The marketing and editorial teams at Mediafin decided to migrate from Selligent to Salesforce Marketing Cloud (SFMC).

• Easily feed and sort newsletters
• More personalization (fully automated)
• Message prioritization
• Speed and ease of use

The Challenge

“Migration of the entire Marketing Automation stack from Selligent to Salesforce MC.”

Proven Methodology

Mediafin employed a structured, phased approach to ensure a smooth migration process:

• Prepare: Dig in and structure all the received input & align on your context, ambition, and needs for a great project kick-off.
• Plan: Co-create a strong vision for your digital product by looking through the 4 lenses: desirability, feasibility, viability & strategic fit.
• Build & Launch: Make the dream come true. We go fast as the product vision is crystal clear & we don’t start from a theoretical plan and assumptions.
• Grow: You’re never done; stay on top of the performance of your digital product and continuously evolve in favor of adoption and conversion.

Prepare & Plan

Technical Analysis & Roadmap

• Kick-off:
  • Team capacity analysis
  • Project planning
  • Governance setup
• To-Be Process Definition:
  • Formalization
  • Prioritization
• Technical Analysis of Use Case Ambitions:
  • Requirements documentation
    • Channels (email, website, SMS, …) ​
    • Content (copy, visuals, templates, …)​
    • Data (segmentation, tags, personalization, triggers, …)
• Data Quality Analysis
• Native data integration with Salesforce (CRM)
• High-Level Architecture:
  • Integration & Migration Design
  • Set-up Release Strategy

Build: Development Sprints & Data Migration

Changing business requirements based on agile delivery will result in scope and priority changes. Governance best practices will be applied to manage these within defined timing and budget.

• Development sprints included:
  • Implementation of the user story respecting the acceptance criteria
  • Unit testing, sprint acceptance testing, and release validation steps
  • Release of functionality
  • Update of technical and functional documentation

Pre-launch: Delivery Actions

• Kick-off​
• Integration emails​
• IP Warmup​
• Setup Always-on…​
• Testing​
• Feedback​
• Re-testing​
• Go-live,​
• Hypercare

The Result

Mediafin successfully completed an extremely fast migration in just 6 months and continues to be a satisfied customer of Dignify!

They moved from Selligent Marketing Cloud to Salesforce Marketing Cloud, making the transition smoothly and efficiently, fully operational within the projected timeline.