Capgemini is a renowned leader in consulting, technology services, and digital transformation with over 50 years of industry experience. The company offers a wide range of services, including strategy consulting, technology implementation, cloud computing, cybersecurity, and data analytics, to enable their clients to thrive in the digital age.
They have been at the forefront of implementing effective Account-Based Marketing (ABM) strategies. By leveraging technology, Capgemini has consistently facilitated the movement of prospects through the marketing-sales funnel.
Seeking innovation in their advertising program, Capgemini recognized the need for a strategy that would enable precise targeting of buying groups within their target accounts.
With a focus on enterprises generating a minimum of $100 million in revenue across various industries, Capgemini aimed to provide personalized experiences to decision-makers within these accounts from the very first marketing touchpoint: advertisements.
However, the inability to effectively target their ads had hindered Capgemini's ability to connect with decision-makers and foster meaningful relationships.
To overcome these challenges, Capgemini adopted a Person-Based Advertising (PBA) approach in collaboration with Influ2. This approach enabled them to precisely target individuals within their enterprise target accounts, delivering contextually-relevant content and personalized experiences.
By employing PBA, Capgemini started driving traffic to tailored offerings. Target audience received personalized and controlled content. And sales teams got valuable insights into person-based engagement as well as air-cover and support from marketing.
Capgemini's adoption of Person-Based Advertising yielded impressive results, enabling the company to gain actionable outreach insights. Here are the quantifiable outcomes:
The team managed to reach 16,000 contacts from 1,218 accounts.
This audience generated 1,992 clicks and 1,321 website visits, 194 of which came directly from an ad.
Capgemini's successful implementation of Person-Based Advertising with Influ2 revolutionized their Account-Based Marketing efforts. By targeting individual decision-makers with personalized content, they significantly improved engagement, generated valuable insights, and empowered their sales and marketing teams with actionable data.