-
Significant uplift in MQL and SQL
Capco witnessed a significant increase in both MQLs and SQLs
Indicating improved lead quality through content personalisation
-
Substantial pipeline increment
The strategies implemented led to a substantial increase in sales pipeline i
Illustrating the tangible impact of their content personalisation approach
-
Confirmed sales exceeding one million
Underscoring the real-world business benefits of their transformed digital strategy
Where content personalisation played a pivotal role
At a glance
Capco, a prominent global consultancy firm, embarked on a transformative journey to redefine its digital client experience across its three core sectors: Consulting, Technology, and Digital. Their ambition was threefold: to provide users with a highly personalised digital experience, optimise sales efforts through lead scoring, and empower sales teams with robust digital insights.
Capco’s challenges stemmed from several pressing issues:
- Sub-optimal utilisation of existing technology investments.
- An understanding of lead scoring but a lack of effective deployment.
- An inconsistent cross-channel customer journey.
- The failure to recognise or act upon high-quality leads in a timely manner.
To address these challenges, Ratio Partners developed a comprehensive strategy to transform website visits into highly tailored, contextually relevant experiences, all centered around content personalisation.
Working collaboratively with the client, we transformed Capco’s website into an intelligent, adaptive platform, delivering uniquely personalised experiences and turning visitors into high-value leads and satisfied customers.
How Ratio Partners responded
Our primary goal was to reduce drop-off rates, enhance engagement, and subsequently drive sales by eliminating friction points. Our key priorities included:
- Identifying and expediting high-value leads to the relevant sales team.
- Aggregating comprehensive visitor data across website, social media, and email marketing
- Classifying leads for targeted engagement by specialised sales consultants.
- Implementing dynamic personalisation based on user behaviour, CRM data and sales-cycle stage.
Tech Discovery involved analysing Capco’s martech stack to ensure it could meet these objectives. Leveraging Capco’s Hubspot and Sitecore platforms, we optimised API integration and enhanced data flow. Our approach included engaging sales teams, analysing website performance data, leveraging lead-scoring features, and serving relevant content to enhance user engagement.
The cumulative impact of the tech stack and personalised strategy improved the digital customer journey, deepening engagement and loyalty for known visitors. Anonymous visitors were also engaged effectively, increasing the likelihood of conversion into known, engaged prospects.
The results
- Significant uplift in MQL and SQL: Capco witnessed a significant increase in both Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL), indicating improved lead quality through content personalisation.
- Substantial pipeline increment: The strategies implemented led to a substantial increase in their sales pipeline, illustrating the tangible impact of their content personalisation approach.
- Confirmed sales exceeding one million: Capco’s efforts resulted in confirmed sales exceeding one million, underscoring the real-world business benefits of their transformed digital strategy, where content personalisation played a pivotal role.
Capco’s journey to transform their website into an intelligent, adaptive platform that offers uniquely tailored experiences, primarily through content personalisation, has not only improved their digital customer journey but also driven higher engagement and conversions. Known visitors experience tailored interactions, while anonymous visitors are converted into engaged prospects, ultimately leading to an increase in high-value leads and satisfied customers.
