In case you’ ve heard me deliver one of my keynote speaking presentations anytime in the last two years, you’ ve noticed me tell the story of Lyly Lepinay who used to be the digital marketing supervisor at global consulting providers powerhouse Capgemini. I met Lyly (over the phone) about 5 years ago when she reached out to me get some advice on their content online marketing strategy.
About a season later I heard about just how Lyly and her team at Capgemini were getting some of the most amazing content marketing and advertising ROI I had ever heard associated with. So when it was time to write my next book Suggest People Suck , I reached out to Lyly to see if I could tell her story about how Capgemini did NOT suck.
Instead of getting her permission, Lyly said that she could hardly take credit for the platform or the strategy. “ The real credit should go to Rena Patel , ” she said, who had been leading Capgemini’ s digital advertising and branding at that time. So I reached out to Rena, who after leaving Capgemini went on to work at LinkedIn and is now the CMO of Kantar. This is her story…
Following the Herd
At first, Capgemini had two targets. The first was to increase income for their IT services. The second was to improve the overall brand awareness and the reputation of their consultants. Capgemini competes with well-known consulting brands like Deloitte, KPMG, and Accenture. However , the executive group felt like they were falling at the rear of.
The executive team noted their competitors were sponsoring airport advertisements, golf tournaments, and even expert golfers along with traditional marketing efforts. Patel tried a few of these tactics along with other tasks such as tweets, campaigns, press releases, plus talking up the company on all the latest marketing stations. These methods were costly and hard to track. She knew there had to be a much better day.
Nevertheless , the executive team had other plans. They noticed their competitors advertising initiatives and asked Patel to start the process of looking into sponsoring a professional golfer. Her CMO was excited about the prospect as well as her colleagues, who anticipated associated with front-row seats and main golf tournaments and a chance to meet famous golfers.
However , Patel constructively pushed back. (Way to visit Rena! )
What’ s in It for the Customer?
The lady examined the content the company produced. The hunch that the executive team had about Capgemini being behind their competitors was correct. But their thinking was a bit misplaced. The real reason was that Capgemini was not producing content that involved with their audience.
When she relayed this information to the executives, Rena understood she had to frame this in a way that would highlight precisely why sponsoring a professional golfer may not be the right approach. Rena desired to bring the customer to the middle of the organization. So very first she asked, “ what’ s in it for the consumer if we sponsor a golfer? ”
She did not stop there. Patel spoke to customers plus discovered that most of them were not golfers. Many of them didn’ t even like golf, nor did many of them watch golf tournaments. Few would recognize most professional golfers except for perhaps Padraig harrington. Rena knew that sponsoring a professional golfer would not drive the results Capgemini needed.
That got the girl thinking. With a significantly smaller sized budget, she was confident they could reach and possibly surpass several audacious goals. By creating engaging content, she believed she could increase awareness, build their consultants’ reputation, and even bring almost a million new visitors to the website.
When the girl presented this idea with her executives, she bravely told them to hold her responsible if her project unsuccessful.
Answering Customers’ Questions
Rena convinced her executives to let her proceed. The girl created a website focused on meeting their customer and prospects needs by sharing their particular consultant’ s expertise in the brand storytelling format.
The content produced on the website answered the questions Capgemini’ s customers were inquiring. Topics included questions regarding Big Data, Cloud, Technology, and all subjects about their own consulting services. Additionally , Rena discovered that nearly all of their customers were on LinkedIn. Therefore she focused their attempts on creating and advertising content for LinkedIn.
Guess what? It worked. In late one year, Capgemini’ s internet site had nearly a million brand new visitors to their website. The company’ s LinkedIn page acquired more than 100, 000 followers with 3, 000 in order to 4, 000 new followers being added per week, and also more than 1 . 8 mil shares!
Rena had done it. The girl increased awareness, engagement, and many importantly, generated that one mil new visitors she got promised. But wait, there’ s more to this amazing story. The site not only saw the increase in traffic. As it happens they also stumbled upon some prospects who had reached out to the authors of some of the articles. Some of those prospects asked for proposals. And some of those proposals produced booked projects – to the tune of nearly $1 Million.
Wouldn’ to it be nice to stumble upon a million dollars!
But wait, there’ re more…
A person Promised the Most Amazing Example of Articles Marketing ROI!
A couple of years later, I was showing to the global digital marketing team at one of the world’ s largest technology businesses. And I was telling Rena/Lyly’ s story. Afterwards, a man approaches me and says that he worked on Rena and Lyly’ s team. He or she said that in the 2nd yr of the program, they generated more than 8x what they saw in the first year – a nearly 10x Return on Investment.
Imagine you run a system that delivers $10 within revenue for every dollar you spend!
He attributed the success of this program on the fact that the content has been customer-focused, the consultants themselves were discussing their expertise , and that this was creating a virtuous routine of trust that directed prospects of their services to reach out to more and more of their consultants directly. But he also gave much of the credit score for this to the rest of his team!
Push back. Focus on Customers. Activate Workers. Show ROI
I like to believe that Rena had a few factors to thank for her successful program. First of all, she had the understanding to see that the current efforts were not working and she experienced the courage to talk up.
Second, the executives allowed the girl to push back and eventually listened to her recommendations. Her story is an excellent example of what happens when companies trust their particular gifted employees and eventually, put the customer at the middle of their attention.
3rd, despite their massive articles marketing ROI, these are a few of the most humble people I use ever met. Mean people really do suck. These folks never!
Where’ s your ROI? if you are not showing RETURN ON INVESTMENT from your content marketing efforts, reach out to us today. We are able to help. We’ ve helped more than 70 brands to document their strategy, define their editorial process, get the content engine running easily, and measuring ROI.
This tale was excerpted from the book Mean Individuals Suck . Due on sale October 25, 2019.
The post How Capgemini Created The Most Massive Content Marketing ROI I’ ve Ever Seen (And The Humble Team At the rear of It) made an appearance first on Marketing Insider Group .