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1. Marketing Automation Case Study
Implementing the Maturity Model
Marketing Automation, our Passion!

2. Lead Management
Define and manage process-
es, methodologies and best
practice to nurture leads
and convert prospects into
customers
Targeting & Segmentation
Map-out customer decision
journeys and personas to
deliver relevant content thereby
improving prospect engagement
and campaign response rates
Marketing & Sales Alignment
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 Re-
turn-On-Investment (ROI)
Ricoh’s Journey
Challenges faced implementing Marketing Automation
Case Study | Marketing Automation Maturity Model
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-gener-
ating activities and optimize their most valuable resource; time. 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.
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 Nederland
A selected vendor successfully executed a standard SmartStart to get Ricoh started with Eloqua. However,
Ricoh were presented with post-implementation challenges:
– Alignment of content marketing and product marketing teams to develop a more uniform
targeting approach across all segments.
– Integration of Customer Relationship Management and Marketing Automation to break-
down organizational silos, re-align sales and marketing teams and establish clear processes
for enhanced lead management.
– Testing and fine-tuning of the software platform, using a selected pilot segment/market to
put a formal governance in place.
– Development and customization of nurturing campaigns based on personas and customer
decision journeys.
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.
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.
- Casper Hengst | Manager Marketing Intelligence
Now the solutions
– Involvement of sales teams in the lead management process.

3. Engagement Factory’s Solution
Our solutions for Ricoh’s challenges
To solve the post-implementation challenges and maximize on the benefits of Eloqua’s Marketing Auto-
mation 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.
The Solution
Case Study | Marketing Automation Maturity Model
The starting point is to fully comprehend the initial SmartStart and how Eloqua is used. Marketing Intelli-
gence, Marketing Communication and involved Marketing employees were interviewed to create a clear
understanding of the current situation. The results of the assessment were mapped into the different
maturity levels, enabling Engagement Factory to formulate recommendations and plan its support. The ulti-
mate goal is helping Ricoh to reach a higher maturity level. Both parties defined and agreed upon a roadmap
with both short and mid-term goals, including improvements and actions. These are taken either in Ricoh’s
organization, or into the Eloqua instance itself.
Ricoh, together with Engagement Factory, obtained very promising results with the roadmap’s short-term
goals:
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
6 | Know the right marketing drivers to boost revenue
5 | Know in which stage the customer is in the Sales funnel by analysing digital behavior
4 | Setup nurturing programs related to the interest of the customer
3 | Seamless handover of Marketing Qualified Leads to Sales
2 | Deploying automated marketing campaigns and building up a marketing database
1 | Define lead management process, personas, buying journey’s, lead qualification criteria, content mapping, data quality
CRP
Lead scoring
Lead nurturing
Sales integration
Campaign management automation
Digital marketing foundation
6
5
4
3
2
1
Marketing Automation Maturity Model
Measurements of results are ongoing and Ricoh still has a few actions on the to-do list including: implemen-
tation 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.
With Engagement Factory’s support, we have been able to structure our processes and achieve a close collabo-
ration 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
– Formal governance is in place to help employees understand the existing processes, how data
flows and the tools they have at their disposal.
– 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.
– Completely standardized e-mail templates enable a faster through-put time of marketing
communications.

4. 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
About Ricoh Nederland
Engagement Factory is a leading Dutch marketing consulting and solutions provider specializing in Marketing Automation.
With offices located in Europe and South Africa, we provide a wide range of services: best practices & strategy, implementa-
tion, 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 optimize their demand generation. We help drive measurable revenue performance improvement and revolu-
tionize customer experience by optimizing 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. As certified
Eloqua partner, Engagement Factory won the Eloqua Markie award in 2013 together with Royal Philips.
For more information, visit www.engagementfactory.com
About Engagement Factory
Thank you for reading this Case Study.