Marketing is no longer about the stuff that you make, but about the stories you tell.- Seth Godin
As we do every month, this issue contains:
- 1 A nugget of marketing wisdom
- 2 New tools and resources to help your marketing efforts
- 3 Success stories from accounts just like yours
NA ABM team
- Anamika Gupta
Account Based Marketing (ABM) Head
- Gaurav Chandna
Account Based Marketing
- Prachita Ramawat
Account Based Marketing
THOR: Transforming how we sell!
As you know, Capgemini has invested in a state-of-the-art cloud based CRM to support us in achieving absolute client-centricity and realizing the power of acting as one Group. As we complete H1, the entire Capgemini group(including IGATE and Sogeti) is on THOR now.
The best bridge between Sales and Marketing alignment
Group CRM, or Thor, is a real catalyst for higher marketing performance. It is a big opportunity for us to adjust our operating model for greater alignment with sales and higher efficiency. We look forward to pushing marketing's contribution to the sales funnel and bookings, generating better qualified leads, and measuring contribution better. Let’s together get on in this journey of achieving more profitable sales, improving client centricity , and more effectively delivering our capabilities to our clients.
Pursuit marketing: action for account teams
NA ABM marketing team is skilled with the best possible resources to support pursuit marketing for the account teams. It is very important for the account teams to make sure that the marketing efforts are timely tagged in THOR. The aim is to track our marketing efforts for reporting purpose.
Where can you find out more?
Tell your Clients Applied Innovation Changes Everything!
Applying Innovation in today's disruptive marketplace has become a necessity for even the top corporations. As Group Chief Technology Officer Lanny Cohen says, "the risks of not acting - or acting in yesterday's innovation paradigms - are far too great." That is why our clients around the world who are discovering this new reality are making sure they benefit profiting from our Applied Innovation Exchange (AIE).
So, what exactly is our Applied Innovation Exchange?
Capgemini's Applied Innovation Exchange (AIE) is a global platform that enables organizations to proactively plan for and respond to the various technology and business shifts that confront them on a daily basis.
What's Now: San Francisco
What’s Now: San Francisco is a monthly conversation stimulated by a local thought leader about the most important innovations emerging in the San Francisco Bay Area right now.
Once a month,Reinvent and Capgemini will gather a diverse group of innovators at the new Applied Innovation Exchange in SOMA for an eveningof discussion and networking, along with good food anddrinks.Learn more about the upcoming initiatives
Coca Cola's Innovation Immersion Experience at the San Francisco AIE
Coca-Cola is one of Capgemini’s top 10 global clients and was looking for assistance in expanding its thinking and positively influencing the company’s current and future efforts. They wanted to create new value in its consumer-driven networks from a strategy, tactics and technology perspective. Todd Redmon, Principal of Strategy, Innovation and Digital at Capgemini Consulting, suggested that the San Francisco Applied Innovation Exchange (AIE) would be the perfect place to support and influence Coca-Cola through an Immersion Workshop.Read full story.
How can YOU leverage the AIE?
Showcase and drive (co)-innovation with clients through our global network of Exchanges.Contact Joe Boggio for the NA requests to the AIE.
Learn all about it:
Applied Innovation Discover Centre goes to Toronto, Capgemini reaches 30!
Applied Innovation Discover" in Toronto becomes the 30th Applied Innovation centre for Capgemini. Applied Innovation Discover demonstrates our continued investments in this region to bring the strength of the innovation ecosystem to our clients. Setting up this center shows Capgemini’s strong commitment to contribute to the Canadian digital economy and fosters an entrepreneurial environment within corporations.
Paul Hermelin delivers keynote in the at ICCC's 2016 Annual Awards & Gala Night in the same week.
Paul Hermelin ,during his keynote address, enumerated the numerous measures the global IT conglomerate has initiated globally and especially in Canada and India to promote innovation. He was also interviewed by BNN (Business News Network) TV news on our strengths and digital capabilities in Canada.
Global Client Themes: A step closer to your clients!
This year, Marketing and Sales have joined forces to focus the Group's Go-To-Market campaigns on four priority themes, addressing known client business challenges. These client themes allow you to engage differently with your clients through a consultative-selling approach. This approach is fully endorsed and supported by Capgemini's GSO community.
The purpose of these new theme-based campaigns is to:
- Increase client centricity
- Extend our conversations from the CIO to CXO community
- Enable consultative selling across a broader range of offers, and
- Increase the visibility of Capgemini's priority services in the market.
What does it mean for your accounts?
Each client theme represents a client conversation hook to which Capgemini answers with a push of different offers & solutions that will be leveraged by your account according to your clients domain, and that are bundled in a go-to-market Marketing & Sales campaign.
How is ABM helping and what’s the way-forward plan?
NA ABM team is helping accounts map these themes to client’s challenges and focus areas. Based on which we will design the content campaigns to create awareness and demand for our services. Please reach out to your ABM Manager for more details. awareness and demand for our services.
New Ways: to make our impact at Disney!
New ways advertising campaign is live with the first client theme ‘Optimize your business and IT operations’ and ‘Disrupt with Digital’ in North America. We are using Geo-fencing, a mobile based technology which displays banners within the apps to create awareness of our selected services. This technology targets & segments audience at the selected prime locations/ addresses.
It all started with Disney…
Geo-fencing channel started with a focus on Disney account, first pilot across the group. It was launched on June 8 aiming at prime days of the week. The results are decent as compared to other geo-fencing campaigns. Here are some insights into it:
Where Did People See our Ad?
5 Disney offices and 5 miles around
Who Saw It?
Business decision makers in Disney, targeted outside Parks and Resorts
No. of impressions?
How Many People Clicked on the Ad?
12,594 (0.81% compare to average 0.01%)
How Long Were They Engaged?
Approx. 6mins for Optimize campaign and approx. 4 mins for Digital Campaign (much higher than capgemini.com, 1:48 mins in the same time frame)
Minding the machines of the world with GE!
On Tuesday, June 14, 2016, more than 500 industry leaders and experts from pan-European companies, who are part of the GE Businesses, came together for the Minds + Machines Europe event in Paris. Capgemini was the Titanium sponsor of this first event in Europe.
Capgemini shines at the event
For Capgemini, it was a great occasion to demonstrate our leadership in the industrial internet development. It was also a great opportunity to meet high-level executives from GE, along with important clients such as Airbus, Total or Safran. This event was a standing testimony to Capgemini’s strong relationship with its customers. Corrine de Bilbao, President GE France sent a personal note to Paul Hermelin for our collaboration expresses great interest to discuss opportunities together.
ABM pitches full support
For the event, the ABM team extended full support with all possible channels like creating capabilities decks, event pages to provide an understanding of how GE, Predix and Capgemini work, leveraging expert connect for promoting the event through social media before and at the event itself. A lot of insightful thought leadership reports from Capgemini were showcased including our annual report 2015.
SAPPHIRE 2016: a marketing legacy!
Capgemini participated as a top tier sponsor at the 2016 SAPPHIRE NOW and Americas' SAP Users' Group (ASUG) annual conference held in Orlando, Florida from May 16-19. It was a highly successful event with more than 17,000 attendees. Capgemini participated in 15 sessions on the conference agenda featuring nine customers and gave seven presentations at partner booths. The Capgemini team represented all regions, business units, sectors, service lines, and lines of business from across the globe together.
A true multi-channel initiative
We covered the event with all the possible marketing channels. Below is a snapshot of how we performed:
- 2 Media Interviews,
3 News releases (media pitches)
- Analyst Relations:
Analyst Panel Briefing with Nortek Client (Gartner, TBRI and TEC Centres)
- Social Media:
17 Twitter videos featuring 14 Capgemini experts, 13 Capgemini SME Videos, "Most Popular" contributor to #SAPPHIRENOW on Twitter
- Social Media Statistics:
Capgemini Share of Voice 29% (way ahead of all competitors)
Read the full story here
With more than 180,000 people in over 40 countries, Capgemini is a global leader in consulting, technology and outsourcing services. The Group reported 2015 global revenues of EUR 11.9 billion.Together with its clients, Capgemini creates and delivers business, technology and digital solutions that fit their needs, enabling them to achieve innovation and competitiveness.A deeply multicultural organization, Capgemini has developed its own way of working, the Collaborative Business ExperienceTM, and draws on Rightshore®, its worldwide delivery model.
Learn more about us atwww.capgemini.com
Rightshore ® is a trademark belonging to Capgemini.