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Connected Marketing Automation:
a framework for success
How to maximize your return on marketing investment
and transform your company into a revenue engine
2. 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
3. What is Connected Marketing Automation
all about?
“ Within Healthcare we focus
on Customer Centricity and via
Marketing Automation we are able to
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
build a 360° view of our customers low costs?
and create an “always on” dialogue.
The latter enables us to hand over Then Connected Marketing Automation is the best solution for you.
enriched leads to our sales force. Marketing Automation drives leads seamlessly through the sales
Capgemini Consulting supported us funnel supported by flexible, intuitive tooling.
as a true partner in deploying the
tool but more important the philos- It’s about capturing your prospect’s digital profile in order to build
ophy within the organization via personal campaigns and nurture prospects through their buying journey.
selected proof-points. This will result into more and better qualified leads and transform
”
Robert van Geffen,
Senior Manager Digital Marketing,
your company into a true revenue engine.
What does Connected Marketing Automation entail?
Philips Healthcare 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 profiles
Marketing 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 campaigns
By 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.
Figure 1 Building blocks of
Connected Marketing Automation Nurturing and qualifying leads
Connected 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
ofi
les Bu process. A lead’s digital profile allows marketers to determine which
pr ild
tal i leads are ready for sales and can be qualified. By applying lead
ng
i
dig
re
scoring you can automatically rank digital profiles. This gives you an
lev
ting
ant c
insight into the quality of the lead and the readiness to handover the
Crea
lead to sales. Those leads that are inactive or not yet ready can be
ampaign
nurtured until their digital profile indicates their sales readiness.
s
Le
ad
nu
rtu
ri n i on
g a n d u a li fi c a t
q
Connected Marketing Automation: A Framework for Success 1
4. Why Connected Marketing Automation is
the way to success?
“ The lead to opportunity conver-
sion rate has increased four-fold,
highlighting a clear return on invest-
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
ment. and have either begun or completed their Marketing Automation
” McAfee Inc.
implementation. Read below the reasons why Marketing Automation
is showing the strongest growth in the $4B CRM market space.1
Marketing Automation increases sales
n
Businesses that excel in lead nurturing generate 50% more sales
ready leads.
nNurtured leads make 47% larger purchases than non-nurtured
leads.
n81% of best-in-class companies say their top reason for wanting
automated platforms is to close sales faster.
Marketing Automation lowers costs
nMarketing Automation reduces lead qualification costs by 50%.
nBy utilizing Marketing Automation there is a 12.2% savings on
marketing overhead.
nMarketing Automation cuts the time between lead generation and
initial contact by more than 90%.
Apart from the above results, other advantages of Marketing
Automation are
nRich customer profiles. Building up a marketing database with digital
profiles by tracking behavior cross-channel.
nEasy and high-end segmentation. Segment-based on both explicit
as well as implicit behavior.
nIncreased quality of qualified leads. Apply lead scoring to identify
the sales readiness of leads.
nReal-time dashboards to enable a closed loop. Analyze the perform-
ance of campaigns and funnel conversions and use that to set new
objectives.
n360˚ insight. Integrate data of the customer to get one view of the
truth.
nPersonalization. Send relevant messages based on the information
needs of each customer.
nEfficient campaign processes. Decrease the time and effort needed
to set up personalized campaigns.
nVery 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.
1
Source: Nucleus research, Sirius decisions, Gartner, Marketing Sherpa, Aberdeen, Eloqua,
The Annuitas Group, Forrester, eCommerce Times, Focus Research.
2
5. A framework for success
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 understanding
Companies 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.
Figure 2 Connected Marketing Automation Framework
Nuturing
strategy Lead
management
processes
Campaign
effectiveness Customer
insights & Marketing
understanding automation
tools
Skills & Performance
Staffing monitoring
2
Source: Fastcompany, 2010
3
6. 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.
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
Search Learn Evaluate Buy Service
SEM Buyers kit Customer onboarding
Content syndication Customer loyalty/retention
Welcome campaign Urgency campaign
Education campaign
Social
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.
4 Connected Marketing Automation: A Framework for Success
7. 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?
Figure 4 KPIs dashboard
Campaign performance
Performance to benchmark
Open Rate Click-through Rate Click to Open Rate From Conversion Rate
40% 60% 40% 60% 40% 60% 40% 60%
20% 80% 20% 80% 20% 80% 20% 80%
8.79% 0.05% 0.60% 0.01%
0% 100% 0% 100% 0% 100% 0% 100%
Database performance
Contact Field Completeness Contact Breakout
First Name 99.2%
Reachable Unreachable
Last Name 99.2%
Company 90.7%
Address 1 50.8% Total Active Contacts
Address 2 0.0%% 49,876
Inactive Contacts
Address 3 0.0% 4,234
City 50.8%
Lead management performance
Sales funnel
Prospects, 54 Value Benchmark
Stage Type Trendline Monthly
Median Benchmark
Growth Rate
Marketing Qualified Prospect 9.4%
Lead, 37
Qualified Lead 15.7%
Sales Accepted 13.4%
Lead
Sales accepted leads, 9 Sales Qualified 7.7%
Lead
Sales qualified leads, 5
Detailed Data laggards average performers leaders
Customers, 3
Skills and staffing in place
People 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.
5
8. 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)
An individual in
Sales stages
definitions
An individual the database An individual An individual An individual
An individual
who has no or who has raised that meets the which sales that is ready to
that has been
outdated level their hand by lead qualification agrees to take be forecasted
won
of qualification providing criteria accountability for by sales
contact details
Sales Sales
Qualified
Suspect Prospect Accepted Qualified Customer
Lead
Lead Lead
Marketing & sales
responsibilities
Marketing Marketing Sales validates Sales closes
Sales validates
validates quality nurtures to sales and accepts revenue
scoring criteria
of interest ready ownership opportunity
6 Connected Marketing Automation: A Framework for Success
9. 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.
Figure 6 Campaign process
Strategy & management
Customer insights Define campaign Design Execute Evaluate
& segmentation objectives campaign campaign campaign
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)
7
10. 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. Level 2. Level 3. Level 4. Level 5.
Batch & blast Nurturing Behavioral Seamless True revenue
targeting integration engine
Nurturing Product-driven Segment-driven Behaviour-driven Sales and An integrated
strategy campaigns campaigns campaigns marketing journey of
based on co-create marketing, sales
customer journeys campaigns and service
Lead Stages in sales Clarity of sales Sales and Seamless hand- An end-2-end,
management funnel not funnel and marketing are over of leads consistent,
processes clearly defined handover aligned on lead from marketing follow-up
moments scoring and to sales of leads and
qualification customers
Marketing An e-mail service The ability to Lead qualification Full integration of Revenue
automation provider (ESP) set-up dynamic, and scoring CRM and performance
tools implemented multi-touch implemented Marketing functionalities are
campaigns Automation implemented
Performance Campaign Insight into Insight into sales Performance Insight into
monitoring analytics database readiness of leads data of sales and marketing drivers
performance based on behavior marketing of revenue
integrated
Skills Someone Database Controller
responsible for marketer Involvement of Sales department analyses
& staffing
campaign responsible for Marketing is fully involved funnel
execution segmenting strategist performance
Campaign Ad hoc Segmentation Automated Sales enabled to Fully automated
effectiveness campaign and objectives multi-touch use campaigns campaign
execution defined campaigns and content processes
Customer Clean Marketing Marketing Customer data 360˚ customer
insights & customer database with database with synchronized profile
understanding data explicit profile explicit and between
information implicit profile marketing and
information sales
8 Connected Marketing Automation: A Framework for Success
11. Maturity levels of Connected Marketing
Automation
“ Providing the right content to the
right prospect at the right time via
the right channel.
Capgemini 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 & blast
In 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 Nurturing
In 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 targeting
In 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 integration
Marketing 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 engine
Knowing 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 9
12. The Capgemini Consulting approach
“ Begin with quick wins for quick
revenues.
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 of
n 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.
Figure 8 Assessment of the dimensions of the Marketing Automation framework
Customer insight
5
4
Campaign effectiveness Nurturing
3
3
3 2
1
1
2 2
Skills & staffing Lead
management
3
4
Performance monitoring Marketing Automation tools
10
13. FACTS & FIGURES OF MARKETING AUTOMATION
THE ADOPTION OF MARKETING AUTOMATION
B2B MARKETERS SPEND ON MARKETING AUTOMATION
2011 2015 110 There are over 110
marketing automation
vendors
¤ 325 M ¤ 487.5 M
BUILDING
PROFILES NURTURE WITH
CAMPAIGNS PRIORITIZE That’s about equal to the
Marketing automation drives costs of advertising on
leads through the sales funnel a billboard at Time
supported by flexible, Square for 203 years
intuitive tooling
Marketing automation is showing the strongest
203 YEAR growth in the $4 B CRM market space
UNITED STATES
THE BENEFITS OF MARKETING AUTOMATION
50%
1 more sales ready leads
are generated by
companies that excel at
lead nurturing
54%
1
No. reason of best-in-class companies
for wanting marketing automation is
of marketing managers have either begun or completed their implementation of marketing automation
to close leads faster
That’s about
33.2 MILLION
‘Marketing Automation’
hits on Google meter of
332
content
Relevant e-mails drive 18 times more revenue than broadcast e-mails
76%
Broadcast e-mails Relevant e-mails
That’s TALLER
than the
= x
1 = x
18 Eiffel Tower!
of CMO’s list high-quality
lead generation as their
greatest challenge
By automating, lead management companies achieved a greater revenue
in 6-9 months of
50%
Reduction in lead qualification costs
90% 10%
Marketing automation 33%
cuts the time between
lead generation and
Reduction in costs of generating sales
ready leads
0 12
initial contact
Nurtured leads make 47% larger
47% purchases than non-nurtured leads
Sources
Eloqua, Focus Research, Sirius Decisions, The Annuitas Group, Forrester Research, Gartner Research, Jupiter Research, Aberdeen Group, Raab Associates Inc. study
11
14. More information
Would you like to know more about Connected Marketing Automation
and/or receive our extensive point of view?
Please contact:
Zwanet Roebersen
Principal consultant
zwanet.roebersen@capgemini.com
Tel. +31 6 2715 9949
Marie-Christien van Wensen
Senior consultant
marie-christien.van.wensen@capgemini.com
Tel. +31 6 5331 7218
Kelly Visser
Consultant
kelly.visser@capgemini.com
Tel. +31 6 1093 1872
12
16. Capgemini Consulting
Papendorpseweg 100
P.O. Box 2575 - 3500 GN Utrecht
The Netherlands
Phone: + 31 30 689 0000
www.capgeminiconsulting.nl
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