With Engagement Factory’s support Ricoh Nederland have been able to structure the processes and achieve a close collaboration between our Marketing and Sales departments. This has improved the lead management dramatically.

1. FACTORY
ENGAGEMENT
CASE STUDY
RICOH NEDERLAND
Implementing the Maturity Model

3. 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

4. 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.

5. 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

6. 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.

7. 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

8. 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

9. CRP
Know the right marketing drivers to boost revenue.
LEAD SCORING
Know in which stage the customer is in the Sales funnel by analysing digital behavior.
LEAD NURTURING
Setup nurturing programs related to the interest of the customer.
SALES INTEGRATION
Seamless handover of Marketing Qualified Leads to Sales.
CAMPAIGN MANAGEMENT AUTOMATION
Deploying automated marketing campaigns and building up a marketing database.
DIGITAL MARKETING FOUNDATION
Define lead management process, personas, buying journey’s, lead qualification criteria, content mapping, data quality.
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10. Case study Ricoh Nederland|10
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.

11. 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

12. SUPPORTED BY
A leading marketing consultancy and solutions provider specialising in
Marketing Automation. With offices located in both Europe and South Africa,
weprovideawiderangeofservices:bestpractices&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

13. “MARKETING AUTOMATION,
OUR PASSION!”
- TEAM ENGAGEMENT FACTORY

14. ©2014 Engagement Factory