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Connected Marketing Automation:a framework for successHow to maximize your return on marketing investmentand transform your company into a revenue engine
Table of Contents
What is Connected Marketing Automation all about? 1
Why Connected Marketing Automation is the way to success 2
A framework for success 3
Maturity levels of Connected Marketing Automation 9
The Capgemini Consulting approach 10
1
Is one of your biggest challenges to improve lead conversion rates?
Are marketing and sales not aligned in following up leads? And do
you have difficulties to create personal and relevant campaigns at
low costs?
Then Connected Marketing Automation is the best solution for you.
Marketing Automation drives leads seamlessly through the sales
funnel supported by flexible, intuitive tooling.
It’s about capturing your prospect’s digital profile in order to build
personal campaigns and nurture prospects through their buying journey.
This will result into more and better qualified leads and transform
your company into a true revenue engine.
What does Connected Marketing Automation entail?The activities of Connected Marketing Automation consist of three
main building blocks: creating digital profiles, building relevant cam-
paigns and nurturing and qualifying leads.
Creating digital profilesMarketing Automation helps you to really connect with your customers.
It enables you to carefully listen to each individual prospect by tracking
his digital behavior. For instance, what web pages did this prospect
click on? What emails excited his interest? For which events did he
register? Capturing this digital behavior helps you to develop a detailed
profile of each prospect.
Building relevant campaignsBy understanding this digital profile you are able to build a strong
relationship. You can response based on the needs, behavior and
profile of the prospect by sending truly relevant messages. In this
way you’re helping prospects make their buying decision. The rise
of digitalization enables your company to automatically manage the
targeting, timing, and content of relevant campaigns. For the first
time you can truly connect with your prospects.
Nurturing and qualifying leadsConnected Marketing Automation enables you to nurture prospects
through the sales funnel by using their digital profile. Lead nurturing is
the process of providing valuable content in each phase of the buying
process. A lead’s digital profile allows marketers to determine which
leads are ready for sales and can be qualified. By applying lead
scoring you can automatically rank digital profiles. This gives you an
insight into the quality of the lead and the readiness to handover the
lead to sales. Those leads that are inactive or not yet ready can be
nurtured until their digital profile indicates their sales readiness.
What is Connected Marketing Automation all about?
Figure 1 Building blocks of Connected Marketing Automation
Cre
ating d
igita
l pro
files Building rele
van
t ca
mp
aig
ns
Lead nurturing and qualificatio
n
Connected Marketing Automation: A Framework for Success
“Within Healthcare we focus on Customer Centricity and via Marketing Automation we are able to build a 360° view of our customers and create an “always on” dialogue. The latter enables us to hand over enriched leads to our sales force. Capgemini Consulting supported us as a true partner in deploying the tool but more important the philos-ophy within the organization via selected proof-points.
”Robert van Geffen,
Senior Manager Digital Marketing,
Philips Healthcare
2
With Marketing Automation you significantly increase the return on
marketing investment and lower marketing costs. In the US, already
54% of CMOs have acknowledged the benefits of Marketing Automation
and have either begun or completed their Marketing Automation
implementation. Read below the reasons why Marketing Automation
is showing the strongest growth in the $4B CRM market space.1
Marketing Automation increases salesn Businesses that excel in lead nurturing generate 50% more sales
ready leads. n Nurtured leads make 47% larger purchases than non-nurtured
leads. n 81% of best-in-class companies say their top reason for wanting
automated platforms is to close sales faster.
Marketing Automation lowers costsn Marketing Automation reduces lead qualification costs by 50%.n By utilizing Marketing Automation there is a 12.2% savings on
marketing overhead.n Marketing Automation cuts the time between lead generation and
initial contact by more than 90%.
Apart from the above results, other advantages of Marketing Automation aren Rich customer profiles. Building up a marketing database with digital
profiles by tracking behavior cross-channel.n Easy and high-end segmentation. Segment-based on both explicit
as well as implicit behavior.n Increased quality of qualified leads. Apply lead scoring to identify
the sales readiness of leads.n Real-time dashboards to enable a closed loop. Analyze the perform-
ance of campaigns and funnel conversions and use that to set new
objectives. n 360˚ insight. Integrate data of the customer to get one view of the
truth.n Personalization. Send relevant messages based on the information
needs of each customer.n Efficient campaign processes. Decrease the time and effort needed
to set up personalized campaigns.n Very quick time-to-market. Implement the Marketing Automation
tool within three weeks time.
Connected Marketing Automation is especially strong at B2B or B2C
companies which sell high value products and services. Companies
which are most eligible have long and/or complex buying cycles, are
focused on cross and up-selling and consider education as an impor-
tant element of the buying process.
Why Connected Marketing Automation is the way to success?
1 Source: Nucleus research, Sirius decisions, Gartner, Marketing Sherpa, Aberdeen, Eloqua,
The Annuitas Group, Forrester, eCommerce Times, Focus Research.
“The lead to opportunity conver-sion rate has increased four-fold, highlighting a clear return on invest-ment.
” McAfee Inc.
3
Figure 2 Connected Marketing Automation Framework
The Connected Marketing Automation Framework of Capgemini
Consulting shows that there are seven dimensions which need to be
in place in order to grow your return on marketing investments.
360° customer insight and understandingCompanies often build campaigns from an inside-out perspective
and not from a customer centric point of view. For example, they
start a campaign when there is a new product launch, promotion or
event. But is your prospect really waiting for such a message at that
moment of time? A prospect receives over 3,000 messages daily2. So
in order to get the attention and interest of a prospect, companies
have to ensure that their message is relevant.
Understanding who the prospect is, what he likes and how he behaves
is crucial. This should always be kept in mind when starting with all
dimensions of the Marketing Automation Framework. By capturing
what web pages a prospect visits, which forms he fills out and which
pdf he downloads, you create a valuable (digital) profile. By applying
this profile in all your marketing messages, you will truly connect
with your prospect or customer and build a strong relationship.
A framework for success
Customer
insights &
understanding
Campaign
effectiveness
Nuturing
strategyLead
management
processes
Marketing
automation
tools
Performance
monitoring
Skills &
Staffing
2 Source: Fastcompany, 2010
4
Figure 3: Customer centric Marketing Automation
Persona’s help to build campaigns relevant to the customer
Building marketing campaigns around the customer journey
Drive leads through the buying process
SEM Buyers kit
Content syndication
Welcome campaign Urgency campaign
Education campaign
Social
Customer onboarding
Customer loyalty/retention
Search Learn Evaluate Buy Service
Clear lead nurturing strategy Lead nurturing is the process of cultivating leads that are not yet
ready to buy. This helps you to move “stuck” deals in the pipeline
and increase the amount of qualified leads.
Lead nurturing anticipates the needs of the buyer based on who he is
and where he is in the buying process and adjusts the content (such
as white papers and webinars) towards that buyer needs.
To make lead nurturing successful you need to build a customer journey
for each target group (see figure 3). Define clearly which content is
needed in which stage of the buying process. Use this to define cam-
paigns for the different stages of the buying process. A nurturing
strategy enables you to be customer centric and to create a long-term
planning for your marketing activities.
Performance monitoring dashboard in place Marketing Automation enables you to create a real-time marketing
dashboard with clear KPIs. These KPIs help you optimize activities
and identity the marketing drivers of revenue.
The KPIs should have three different levels: campaign performance,
lead management performance, and database performance.
KPIs of campaign performance show you how relevant your campaigns
are. Are prospects opening emails, visiting your website and filling
out forms? The second level of KPIs is related to database management.
Connected Marketing Automation: A Framework for Success
5
Figure 4 KPIs dashboard
Campaign performance
Performance to benchmark
Contact Field Completeness Contact Breakout
Value Benchmark
Sales funnel
Detailed Data laggards average performers leaders
Database performance
Lead management performance
Prospects, 54
Marketing Qualified
Lead, 37
Sales accepted leads, 9
Sales qualified leads, 5Customers, 3
Open Rate Click-through Rate Click to Open Rate From Conversion Rate
0%
20%
40% 60%
80%
8.79%100% 0%
20%
40% 60%
80%
0.05%100% 0%
20%
40% 60%
80%
0.60%100% 0%
20%
40% 60%
80%
0.01%100%
First Name 99.2%
Last Name 99.2%
Company
Address 1 50.8%
City 50.8%
Address 2 0.0%%
Address 3 0.0%
90.7%
Total Active Contacts
49,876Inactive Contacts
4,234
Reachable Unreachable
Stage Type
Prospect 9.4%
13.4%
7.7%
15.7%Qualified Lead
Sales Accepted
Lead
Sales Qualified
Lead
Trendline Monthly
Growth RateMedian Benchmark
Look at the health of your database by checking both the quality and
quantity of prospect profiles. How many profiles have you added
previous month and how complete is the data of these prospect pro-
files? Lead management KPIs are the third level. These KPIs enable
you to monitor the performance of your sales funnel. What is the con-
version from captured leads to sales accepted leads? And how many
of the sales accepted leads end up in buying the product?
Skills and staffing in placePeople are not your best asset, the right people are. Ensure that
you have the right people on board (internal and external) to make
Marketing Automation work.
We recommend that you build “one team” with a combination of
expertise. To build a strong Marketing Automation capability, you
need at least a strategic marketer, a database analyst, a campaign
specialist and a designer.
6
Keep tracking the team performance and keep on improving capabili-
ties in order to stay ahead of the competition.
Efficient lead management Efficient lead management increases the conversion of prospects to
win leads. It is the process by which potential customers are identi-
fied, educated, engaged with, qualified, and passed on to sales.
One of the biggest challenges in lead management is to avoid leads
leaking out of the funnel. The hand-over of leads from marketing to
sales happens too early, too late or worse, not at all. Marketing and
sales must be aligned on funnel stages and responsibilities in order
to secure a seamless handover of leads.
Another challenge is to prioritize leads. You should apply lead scoring
to categorize which prospect is ready for sales, or which lead should
be held back and nurtured with high value web content until buying
signals emerge. Lead scoring is an objective ranking of one lead
against another. This not only helps align the right follow-up, but also
helps marketing and sales professionals identify where each prospect
is in the buying process.
Marketing and sales professionals should define funnel stages and
lead scoring together. By jointly establishing an objective definition
of a qualified lead, marketing and sales work more efficiently together
and improve conversion rates.
Figure 5 Marketing and sales handovers (Eloqua, 2011)
Suspect
An individual
who has no or
outdated level
of qualification
Marketing
validates quality
of interest
Sales closes
revenue
opportunity
Sales validates
scoring criteria
Sales validates
and accepts
ownership
Marketing
nurtures to sales
ready
An individual in
the database
who has raised
their hand by
providing
contact details
An individual
that has been
won
An individual
that is ready to
be forecasted
by sales
An individual
which sales
agrees to take
accountability for
An individual
that meets the
lead qualification
criteria
ProspectQualified
Lead
Sales
Accepted
Lead
Sales
Qualified
Lead
Customer
Sa
les s
tag
es
de
fin
itio
ns
Ma
rke
tin
g &
sa
les
resp
on
sib
ilit
ies
Connected Marketing Automation: A Framework for Success
7
Figure 6 Campaign process
Strategy & management
Customer insights
& segmentation
Define campaign
objectives
Design
campaign
Execute
campaign
Evaluate
campaign
End-2-end campaign management A solid campaign management approach provides efficiency and
100% visibility on campaign effectiveness.
A company must have an effective campaign process in place to send
multiple campaigns through multiple channels to prospects. The pro-
cess of executing a campaign consists of 5 steps. The first step is to
identify segments based on customer insights and to select which
customers should receive a certain campaign. The second step, which
is often neglected, is to define the objectives of the campaign. What
do you want to achieve with this campaign? And how are prospects
followed up after the campaign?
Once there is a clear objective, the content and visuals of the campaign
should be created by experienced designers. The last step, after exe-
cuting the campaign, is to evaluate and capture the lessons learned.
By clearly structuring end-2-end processes, campaign effectiveness
will improve significantly.
Marketing Automation tools Companies that have a fully functional CRM system are not an excep-
tion anymore, but the CRM system often doesn’t provide an end-2-end
coverage of the customer life cycle. A CRM system is especially strong
in sales and service, but lacks a module which truly manages the
complete marketing phase. You need Marketing Automation software to
cover the whole process from demand and lead generation to lead
nurturing and qualification.
To build a revenue engine a Marketing Automation tool should contain
the following functionalities: multi-touch campaign execution, segmen-
tation, dynamic content, data cleansing, event management, CRM
integration, lead scoring and profile management. There are currently
110 vendors in the Marketing Automation space, of which Eloqua,
Marketo and Aprimo3 are the most popular.
3 Source: The magic quadrant for CRM Lead management of Gartner (2012)
8 Connected Marketing Automation: A Framework for Success
An end-2-end integration of your CRM system and Marketing
Automation tool enables you to manage the interactions with pros-
pects and customers through the entire buying process, enabling
more predictable, rapid, and profitable revenue growth.
Figure 7 Connected Marketing Automation maturity levels
Level 1.
Batch & blast
Lead
management
processes
Stages in sales
funnel not
clearly defined
Clarity of sales
funnel and
handover
moments
Sales and
marketing are
aligned on lead
scoring and
qualification
Seamless hand-
over of leads
from marketing
to sales
An end-2-end,
consistent,
follow-up
of leads and
customers
Marketing
automation
tools
An e-mail service
provider (ESP)
implemented
The ability to
set-up dynamic,
multi-touch
campaigns
Lead qualification
and scoring
implemented
Full integration of
CRM and
Marketing
Automation
Revenue
performance
functionalities are
implemented
Performance
monitoring
Campaign
analytics
Insight into
database
performance
Insight into sales
readiness of leads
based on behavior
Performance
data of sales and
marketing
integrated
Insight into
marketing drivers
of revenue
Skills
& staffing
Someone
responsible for
campaign
execution
Database
marketer
responsible for
segmenting
Involvement of
Marketing
strategist
Sales department
is fully involved
Controller
analyses
funnel
performance
Campaign
effectiveness
Ad hoc
campaign
execution
Segmentation
and objectives
defined
Automated
multi-touch
campaigns
Sales enabled to
use campaigns
and content
Fully automated
campaign
processes
Customer
insights &
understanding
Clean
customer
data
Marketing
database with
explicit profile
information
Marketing
database with
explicit and
implicit profile
information
Customer data
synchronized
between
marketing and
sales
360˚ customer
profile
Level 2.
Nurturing
Level 3.
Behavioral
targeting
Level 4.
Seamless
integration
Level 5.
True revenue
engine
Nurturing
strategyProduct-driven
campaigns
Segment-driven
campaigns
based on
customer journeys
Behaviour-driven
campaigns
Sales and
marketing
co-create
campaigns
An integrated
journey of
marketing, sales
and service
9
Maturity levels of Connected Marketing AutomationCapgemini Consulting developed a Marketing Automation maturity
model. This model indicates how you are currently performing in the
field of Marketing Automation and what gains can be achieved. By
assessing your current performance on the seven dimensions of the
Marketing Automation Framework you can easily pin-point quick wins
and define the roadmap which leads to a true revenue engine.
The maturity model consists of five levels (see page 8)
Level 1 Batch & blastIn the first level your organization sends out batch and blast email
campaigns. Campaigns are mostly product-driven and performance is
based on campaign analytics.
Level 2 NurturingIn the second level there is a strategy and long-term planning pres-
ent of what content should be sent to which customer segments.
Organizations are using customer journeys to set up nurturing
programs.
Level 3 Behavioral targetingIn this level you know in which stage of the buying journey the prospect
or customer is by analyzing digital behavior. By applying lead scoring
you have insights into the sales readiness of prospect. These insights
are used to provide the right content to the right prospect via the right
channel at the right time.
Level 4 Seamless integrationMarketing and sales are cooperating to deliver an integrated customer
experience. Qualified leads are seamlessly handed over from market-
ing to sales.
Level 5 A true revenue engineKnowing the marketing drivers of revenue. In this level you know what
marketing activities result in most revenue. You can use these insights
to assemble the best marketing mix and optimize your return on mar-
keting investment.
Connected Marketing Automation: A Framework for Success
“Providing the right content to the right prospect at the right time via the right channel.
”
10
The Capgemini Consulting approach
We can help you transform your company into a revenue engine by
implementing Marketing Automation. We start with a three-day
discovery workshop in which you learn all about your current situation
and the possible quick wins.
The discovery workshop consists ofn quick scan of the dimensions of the Connected Marketing
Automation framework (see figure 8);n determining the current Marketing Automation maturity; n creating a high-level business case (based on current conversion
rates of the sales funnel);n developing a high-level roadmap and quick wins.
After the discovery workshop we have a clear overview of where
you’re company is now and what steps have to be taken to implement
Marketing Automation.
“Begin with quick wins for quick revenues.
”
Figure 8 Assessment of the dimensions of the Marketing Automation framework
1
1
2
22
3
3
3
3
4
4
5Customer insight
Nurturing
Lead
management
Marketing Automation tools Performance monitoring
Skills & staffing
Campaign effectiveness
11
FACTS & FIGURES OF MARKETING AUTOMATIONFACTS & FIGURES OF MARKETING AUTOMATION
Marketing automation drives
leads through the sales funnel
supported by flexible,
intuitive tooling
of marketing managers have either begun or completed their implementation of marketing automationNo. reason of best-in-class companies
for wanting marketing automation is
to close leads faster
more sales ready leads
are generated by
companies that excel at
lead nurturing
UNITED STATES
BUILDINGPROFILES NURTURE WITH
CAMPAIGNS PRIORITIZE
THE BENEFITS OF MARKETING AUTOMATION
54%1
1
50%
There are over 110
marketing automation
vendors
Marketing automation is showing the strongest
growth in the $4 B CRM market space
B2B MARKETERS SPEND ON MARKETING AUTOMATION
THE ADOPTION OF MARKETING AUTOMATION
2011 2015¤ 325 M ¤ 487.5 M
That’s about equal to the
costs of advertising on
a billboard at Time
Square for 203 years
110
203 YEAR
That’s TALLERthan the Eiffel Tower!
That’s about
meter of
content
of CMO’s list high-quality
lead generation as their
greatest challenge
76%
MILLION33.2‘Marketing Automation’
hits on Google332
Nurtured leads make 47% larger
purchases than non-nurtured leads
By automating, lead management companies achieved a greater revenue
in 6-9 months of
47%
10%
0 12
Relevant e-mails drive times more revenue than broadcast e-mails
Reduction in lead qualification costs
Reduction in costs of generating sales
ready leads
Marketing automation
cuts the time between
lead generation and
initial contact
18
50%
33%90%
Sources
Eloqua, Focus Research, Sirius Decisions, The Annuitas Group, Forrester Research, Gartner Research, Jupiter Research, Aberdeen Group, Raab Associates Inc. study
18Relevant e-mails
x
Broadcast e-mails
1x = =
12
More information
Would you like to know more about Connected Marketing Automation
and/or receive our extensive point of view?
Please contact:
Zwanet RoebersenPrincipal consultant
Tel. +31 6 2715 9949
Marie-Christien van WensenSenior consultant
Tel. +31 6 5331 7218
Kelly VisserConsultant
Tel. +31 6 1093 1872
IN/0
2-06
3.12
© s
hutt
erst
ock.
com
With around 120,000 people in 40
countries, Capgemini is one of the
world’s foremost providers of consulting,
technology and outsourcing services.
The Group reported 2011 global revenues
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that fit their needs and drive the results
they want. A deeply multicultural
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Business ExperienceTM, and draws on
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on our understanding of the digital
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transformation and organizational
change.
Find out more at:
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