Capgemini Case Study: How to empower ABM campaigns with person-based marketing

well hello everybody and welcome to our session called how to harness the power of person-based advertising to increase the power of your bam campaigns wisconsin um my name is mitch lisitke and i'm ceo and co-founder of info2 and um i'm excited to welcome jomara balida who is a raven technology leader capgemini hey jamar hey uh my name is jomar i currently work for capgemini as a revenue technology lead for north and south america i help architect the different types of marketing and sales tools together and basically plan the architecture for the ongoing maintenance and build for capgemini okay thank you well uh before we jump into this exciting case study let me just provide some background of uh what inventory is and why we built this product so really really briefly about the company the company was founded in 2017 and uh

we were experiencing quite significant growth uh seen that we can basically doubling every six months um and we have really exciting clients in our portfolio i kept generating one of them and they mostly focused on id services and conspiracy clients and then most focused address as as a geography and then speaking about why we have built in flutoon i think there are lots of great reasons why how you can acquire new customers new leads using traditional you know advertising tools seo google ads linkedin the challenge with these tools is that you you you can really uh great get a lot of uh great you know medium-sized customers but then if you go after large accounts it becomes really challenging because these guys just don't search and then they appear in in other advertising forms quite rarely and then our idea was that if you want to go after specific gym accounts

then we need to build solution that basically solves this problem um so speaking really briefly about uh how we understand the current state of abm and why we want to make it better there are three elements here one obviously is that existing fbm solutions um target company employees but they don't target specific decision makers and uh you know that's that's a big challenge and we wanted to we built into to actually target the specific decision making side large companies second is that if you think about advertising you know you get a lot of engagements from this uh you get some you can really buy a lot of traffic but then the challenge is that most of the traffic is anonymous and you have no idea for these people and then obviously you cannot leverage it can continue dialogue and we believe that um every engagement matters every engagement is important and you really want to understand who is clicking advertising and the third element is that uh

orchestration uh the way it's done so far is not is not amazing um you know like you can't connect uh you know engagements to coming from advertising to other elements of your ibm campaigns and then obviously we want to create individual buyers journey for every target you have and then speaking about this first challenge that we see across you know abm industries that there's non-person-based approach um you can target i use it microsoft as an example here you can target uh you know some some people inside this company and if you execute airbn campaign you can reach like say four four four more than four thousand uh decision makers in this company but probably these people could be completely different to the like to the small buying team small group of people who actually can buy this can buy your product can make decision to buy a product and we really believe that you really you want to choose who you're going after and then

you you want to know who exactly engaging with and then this is kind of person-based abm the way we believe works much better and with that i pass uh to jamar who will share how exactly they used influence in their situation hi so um about capgemini we're a pretty big company in europe um and we started branching out to north america and south america um we did have um so i work for the north and south america portion and but we go ahead and start becoming a leader in digital transformation across different industries currently um so we we cover a lot of you know big company names as well as government and um we base so we have over 270 000 team members and we're continuously growing out of you know after 20 20 our team just kept going we have over 300 000 now um so yeah we're a pretty global

organization and we kind of spanned the world and we really um thought you know this coming year we're due to the uncertain times we're definitely looking into more of revamping our technology so the challenges that we had for capgemini was we wanted to utilize you know the correct individuals to go to our pacific offerings we our offerings in it services um spread out so much to different sectors and industries but we really wanted to control the right individuals to go to the right offerings because abm there's and we're only hitting really enterprise um our sales target is like our account target is if anything that's a is less than 100 million we're not even going to talk to so for us we have a very specific account base but we have certain individuals that we want to target um and we're using a lot of the other previous advertising tools didn't really give us that type of control

so the lack of control was a was a big thing for me in terms of getting the right teams in the right of individuals that are in the buying committee to the right offerings and pages so um yeah that's basically an another thing was the personalization aspect i really wanted to personalize a lot of the different types of ads and influence was able to do that for me and i was able to supplement our data from you know our old salesforce instance with new refresh data which helped with targeting not just for the web but for the for mobile as well since we're able to use the phone numbers as for targeting maiden advertising for mobile as well so we got the advertising for mobile um web and it really gave us the control that we needed that other platforms wasn't able to give us and that was like the challenge that i had with all the other types of abm advertisings

so we can go into the different types of outcomes that we had and so the overall performance we basically had you know a pretty high number of targets reached and we have a lot of impressions and clicks and visits and direct visits that we basically were able to do we had a quick um we had a quick basically uh po with them like a proof of concept and the proof of concept i was really amazed by the overall performance that i was able to see not just by that count reach but i think by the amount of transparency that i got from the platform so um here are just the top engaged accounts that we really focused on we had a t pfizer comcast verizon and we were able to really reach all these accounts and give the right

scoring for them so the scores um we had influential has a different scoring mechanism and just like you know sales off has a different mechanism pardot has a different scoring mechanism they have a mechanism based on impressions clicks and visits and overall how long they were basically there for and they also has a really good depreciation score um for each you know account and so we're able to utilize their own scoring as well to basically keep track of how well how engaged that counts had basically with their advertising and um so like i said the um most advertising platforms for avm only gave us the first layer um this amplitude gave us a little bit more of a transparency and it gives us um not just transparency but gives us more data and um enables our not just our marketing team but our sales team

to act in that data because they're able to identify who the individual is what pages they clicked on and what direct visits and we're able to control that um google for example and other platforms they rotate um different types of retargeting they they rotate different types of ads um and so you're not really able to have that sense of control and you know influential does and so they have you know it tells you the amount of clicks and impressions tells you the pages they viewed and it gives you in a very nice historic timeline of when they clicked it when they viewed it to help your marketing and sales team engage correctly and so here is an example of you know the different types of historic timeline that you will get including the different types of score and top scores and impressions that you get from them so each one of your buying team individuals get this type of score and this is amazing for your sales team

because then your sales individuals are able to tailor their messaging on what type of you know on the type of content concepts and content they have engaged in they've been consumed and so it makes them a little bit smarter um here are some of the ads that we've already deployed within the year um we've drastically increased our budget with influent ii since we've we've seen the progress um and so these are the different types of scores that you'll get you get plus four plus two plus two for direct visits and then the plus three point three and it gives you an overall average at the very top for each one yeah and and that's that's uh that's actually the you know that the journey of one person who actually click on the banner and then these the delinquent patients we also trace visits over there right yeah so this is an ex this so this is an ex one individual person's journey um through the entire

type of the scoring process we also they also have this new feature where you basically um are able to see the timeline and time in this time chart of the different types of scoring increasing of increasing scores based on the type of visits and engagements that they've had and this basically helps um you know like i said the marketing and sales team identify what pages are resonating with them what type of messaging is resonating with them and where they are in the buying cycle you really get to control you get that transparency and control that you wouldn't have with other abm tools at you know today and so um the key takeaways that i had was you know i was really able to not just tokenize but segment the different types of campaigns so i was able to specify buying teams individual journey for offerings um and then i was

and then it basically increased our bookings for um for input to any time we had an inside sales team list we uploaded this was a pendant with data and we're basically able to send that into info2 and then get alerts the sales alerts are great because you can do it in slack you can do it in email numa and you can even give them direct access to the platform so you really get to see you get to really have a choice at how your sales people get to consume the data as well as they have a great sales force hubspot pardot integration which helps with um the scoring also if you have other scorings inside pardot you could personally score in clicks um and like i reiterate is the different types of transparency um not just with the the visuals of who clicks it but also you get more return investment on advertising because you're now able to select individuals that are clicking and viewing you're able to identify them and put them to

the right campaign in salesforce and attribute those to the right opportunities i don't see any other platform doing that this today and to me that really helped in gaining a lot more um you know return gave more traction and influence with opportunities with from 2020 especially with the pandemic um in events you people pass by your booth sometimes you have people scanning it here sometimes even we don't really articulate if they're even looking at your ads or clicking in info2 you're getting that same event experience but for advertising so that means that they're able to you're able to really calculate okay how many seconds are they really viewing your page and then um so to me that was a great way to save um our budgeting and able to basically you know diverge it from things that we weren't able to use in 2020 into more effective more return roi based

you know method of campaign tackling um and so what we did for 2020 and 29 the end of 2019 and the beginning of 2020 was actually a great segue into inflow 2 because we were revamping our entire revenue technology stack and we're using the serious decisions abm fundamentals but then we're able to layer the business to person advertising with the buying teams and we're able to really target individuals based on what offerings they're more likely to do so we layered on predictive learning we laid on in behavior intent and then we layered on business to person advertising to really conceptualize our entire entire revenue technology stack and empower our sales team to act to prioritize the sales people based on what engagements they have we basically instead of being reactive and waiting for landing someone to fill out a form and a landing page we're now tackling people and

definitely being more you know we're being more active instead of reactive waiting for a landing page form phil where like now we know what you're looking for we're using predictive and behavior intent we know what you're looking on the web and we're sending you the right advertising with the personalization and segmentation to the right individuals and then attributing that to the campaign into the right opportunities so now if you have an opportunity that's already you know so close to closing you can send them ads to relevant case studies that will then help them increase the sales velocity so i that's kind of the takeaways i had um from the tool so and thank you well actually it's pretty exciting that uh when we designed simple to we actually were thinking about customers of this series decision model uh that they speak a lot about buying teams and and that's kind of huge difference like when you think about buying teams this is not the same thing as accounts right so accounts are much bigger

buying teams yes down yeah yeah the whole thing is people are thinking that you're selling to an account no you're selling to people every person has a different challenge that you can solve but holistically when they make this decision as a group what is is it good for the company but usually the beginning of the stages they have personal they have personal challenges that they want to overcome and that's when person-based advertising hits in i think person-b person business-to-person advertising is a missing layer and um in this year's decisions abm fundamental to make it very effective behavior intent layered with business to person advertising is the key for 2021 to be more proactive don't instead of reactive you know forms waiting for people to fill up forms was so early 2000s you're in 2021 and you have to use the data the people are that are gonna win are the people that know how to use the data and know how to proactively

execute on the data and amplitude does that for you yeah thank you so much well just uh the final slide so like we actually not not stopping at this you know uh idea of person-based advertising and uh i'm just excited to share and by the way this is the first time we share this concept uh we we actually want to apply this person-based approach to everything else that people do with the ibm strategies besides just advertising element and uh i'm excited to share that we are gradually rolling all this uh new features related to person-based audience selection where instead of you know defining the accounts you want to go after you define the accounts you go after but also you define the exact people you want to go after in your campaigns across all libyan accounts marketing strategy uh and then and this is what we are rolling out right now that's like i think this is the first thing that our customers will see actually next week and then throughout this year our

customers will also experience what's called person-based marketing orchestration and pressure-based sales orchestration where again you can leverage advertising signals to trigger events say email sends or email campaigns or sales development effort or anything that you want to orchestrate your advertising and other marketing elements with so essentially we gradually roll out this person-based everything strategy applied to every element in the marketing stack and that's going to be a pretty exciting journey for everybody well thank you jamar that's that's really a really great case study um and it's it seems that you guys did a very good job in terms of reaching out your you know dream accounts and uh actually reaching out like great people behind this accounts not just you know dream accounts but actually actual decision makers actual buyers who uh who you you might not could not reach otherwise so this is really great and exciting case study thank you for this

have a great day you guys thank you thank you thank you