FACTORYENGAGEMENT

CASE STUDY

RICOH NEDERLAND

Implementing the Maturity Model

A CASE STUDY ABOUT

// RICOH NEDERLAND Ricoh Nederland b.v. is a subsidiary of The Ricoh Company Ltd, the Japanese multinational

imaging and electronics company. Ricoh produces electronic products, primarily cameras and

office equipment such as printers, photocopiers, fax machines, offers Software as a Service (SaaS)

document management solutions such as DocumentMall, document solutions such as GlobalScan,

Print&Share and also offers Projectors. As a global provider of technology that transforms business

pro- cesses and document and information management, Ricoh helps businesses be more productive

and profitable. Over recent years, they have positioned themselves to become a service-oriented

company, providing end-to-end solutions through their expertise in four core capabilities: Managed

Document Services, Production Printing, Office Solutions and IT Services.

For more information, visit www.ricoh.nl

Case study Ricoh Nederland|4

Ricoh’s objective is to manage and develop both large corporate accounts and a substantial small and medium-sized business (SMB) customer-base. Sales teams need to focus their efforts on revenue-generating activities and optimize their most valuable resource; time.

// Challenges faced implementing Marketing Automation

RICOH’S JOURNEY

Therefore in March 2013 Ricoh Nederland procured and implemented Eloqua’s Marketing Automation platform to assist with lead management and to improve marketing

and sales efficiency. Target segments to manage and develop are both large corporate accounts as a substantial SMB customer base. Capturing and correctly processing

opportunities from the SMB segment is key to success.

Ricoh understands Marketing Automation is the best method for obtaining valuable information about who their buyers are and how to reach them. Scoring models and

customized campaigns for relevant, insightful dialogues, allows marketing to quickly and efficiently nurture interest and produce qualified sales leads.

A selected vendor successfully executed a standard SmartStart to get Ricoh started with Eloqua. However, Ricoh were presented with post-implementation challenges:

Integration of CRM and Marketing Automation to

break-down organizational silos, re-align sales and

marketing teams and establish clear processes for

enhanced lead management.

Development and customization of nurturing

campaigns based on personas and customer decision

journeys.

Involvement of sales teams in the lead management

process.

Testing and fine-tuning of the software platform,

using a selected pilot segment/market to put a formal

governance in place.

Alignment of content marketing and product

marketing teams to develop a more uniform targeting

approach across all segments.

Marketing is about the delivery of qualified leads. Marketing Automation is

THE method for measuring. In the past, we used an Excel sheet to analyze and

understand the behavior and needs of our customers, but it just didn’t work.

- Maurits Aalders | Marketing Director, Ricoh NL

Case study Ricoh Nederland|6

- Maurits Aalders | Marketing Director, Ricoh NL

We implemented Marketing Automation without laying the correct

foundation. Consequently, although we used Eloqua in all aspects of

Marketing and experienced a lot of improvements, no formal governance

was in place and our lead management did not deliver the results we were

expecting. As marketers, our job is to generate, nurture, score and follow-

up on leads. We clearly needed to radically improve not only the quality

of our leads but also all of these processes, and simultaneously work on

fundamentally improving our Marketing and Sales alignment.

Essentially the team needed to align, structure and standardize their processes. Further optimization of the business

around lead management and successful completion of the initial implementation required more organization and

guidance.

Define and manage processes,

methodologies and best practice

to nurture leads and convert

prospects into customers.

Map-out customer decision

journeys and personas to

deliver relevant content thereby

improving prospect engagement

and campaign response rates.

Align marketing and sales for a

closed-loop sales cycle that

prevents the loss of leads, whether

nurtured or not, and the ability to

show a holistic view of Return-

On-Investment (ROI).

Marketing & Sales AlignmentTargeting & SegmentationLead Management

ENGAGEMENT FACTORY’S SOLUTION

The starting point is a comprehensive overview of the initial SmartStart to understand

the current implementation of the Marketing Automation tool. Interviews conducted

with Marketing Intelligence, Marketing Communication and other Marketing

employees involved in Eloqua created a clear understanding of how Eloqua is being

used. The results of the assessment were then processed according to the Maturity

Model and mapped into the different maturity levels. This model allows Engagement

Factory to formulate recommendations and plan its support to Ricoh for each

level. These recommendations are then translated into a number of activities to be

undertaken at each stage in order to help Ricoh reach the higher maturity level. A

roadmap is defined and agreed by both parties with both short and mid-term goals,

including improvements and actions to be taken either within Ricoh’s organization,

or the Eloqua instance itself.

To solve the post-implementation challenges and maximize on the benefits of Eloqua’s Marketing Automation platform, Ricoh Nederland selected Engagement Factory as their Marketing Automation partner in August 2013. The Marketing Automation Maturity Model, developed by Engagement Factory, is designed to guide organizations on how to grow with marketing automation and optimize adoption of the tooling. It consists of different levels corresponding to the various stages of implementation.

Our solutions for Ricoh’s challenges//

Case study Ricoh Nederland|8

CRPKnow the right marketing drivers to boost revenue.

LEAD SCORINGKnow in which stage the customer is in the Sales funnel by analysing digital behavior.

LEAD NURTURINGSetup nurturing programs related to the interest of the customer.

SALES INTEGRATIONSeamless handover of Marketing Qualified Leads to Sales.

CAMPAIGN MANAGEMENT AUTOMATIONDeploying automated marketing campaigns and building up a marketing database.

DIGITAL MARKETING FOUNDATIONDefine lead management process, personas, buying journey’s, lead qualification criteria, content mapping, data quality.

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Ricoh, together with Engagement Factory, obtained very promising results with the roadmap’s short-term goals:

// Objectives reached implementing Marketing Automation

THE RESULTS

We involve the sales team right from the very beginning of the development of campaigns. In addition, we make clear agreements about which (qualified) leads they follow-up. This method works very well for us.

- Maurits Aalders | Marketing Director, Ricoh Nederland

1. Formal governance: Formal governance is in place to help employees understand the existing processes, how data flows and the tools they have at their disposal.

2. Improving the quality of leads: Marketing and Sales are strategically aligned and work closely together on lead management, defining the Service Level Agreement for lead generation and lead follow-up. Adopting a lead qualification criteria and running the lead qualification programs created in Eloqua have vastly improved the quality of leads sent to the Sales team.

3. Faster through-put time: Completely standardized e-mail templates enable a faster through-put time of marketing communications.

Measurements of results are ongoing and Ricoh still has a few actions on the to-do list including: implementation of a sales process, roll-out and improvement of lead scoring

and nurturing programs, and the integra- tion of CRM with Eloqua. Ricoh is very pleased with the results and excited about the future prospects of Marketing Automation

within their business.

With Engagement Factory’s support, we have been able to

structure our processes and achieve a close collaboration

between our Marketing and Sales departments. This has

improved our lead management dramatically. We still have a

long way to go, but we now know we are on the right track.- Casper Hengst | Manager Marketing Intelligence

SUPPORTED BY

A leading marketing consultancy and solutions provider specialising in

Marketing Automation. With offices located in both Europe and South Africa,

we provide a wide range of services: best practices & strategy, implementation,

lead management and demand generation services, campaign management

and managed services, sales enablement, and training support.

We enable companies to improve and consolidate their content and lead

management, create valuable campaigns and optimise their demand

generation. We help them drive measurable revenue performance

improvement and revolutionise customer experience by optimising their

marketing and sales processes to achieve an integrated funnel, shortening

sales cycles and allowing closed loop reporting between Marketing and

Sales, ultimately increasing their MROI. A certified Eloqua partner, we won

the Eloqua Markie award in 2013 together with Royal Philips.

For more information, visit www.engagementfactory.com

Contact us at:

Stationsplein 15A

5611 AB, Eindhoven

The Netherlands

+31 (0)6 1011 8507

info@engagementfactory.com

// Engagement Factory

“MARKETING AUTOMATION, OUR PASSION!”

- TEAM ENGAGEMENT FACTORY

©2014 Engagement Factory