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Ricoh Receives Marketo Revvie Award for Outstanding Achievements and Leadership in Marketing Innovation

Friday 03. May 2013 - Ricoh Recognized by Marketo for Exceptional Product Usage

Ricoh was honored at the recent Marketo Summit 2013 (#MUS13) during The Revenue Performance Excellence Awards, aka “The Revvies,” which recognize and celebrate customers and partners that are creating dramatic business impact with their innovative uses of the Marketo() marketing software solutions to push outside the bounds of existing markets and away from their competition.
Ricoh integrated Marketo with its customer relationship management (CRM) platform salesforce.com() to provide its 4,000 sales professionals in the U.S. with a robust sales and marketing automation tool to drive demand generation, build customer loyalty and improve sales productivity. Launched in July 2012, Ricoh’s Marketo implementation supports Ricoh’s complex B2B solutions sales model, with customer segmentation by size, as well as key vertical, and reps and solutions specialists covering its base.
Ricoh integrated Marketo Sales Insight() with salesforce.com to provide reps visibility to lead activity, as well as web analytics. By automating and prioritizing lead generation, the system helps reps prioritize interest and direct sales focus. Tracking prospect and customer behaviors and web activity, Marketo indicates level of interest in Ricoh’s products and solutions, and also prioritizes leads for sales reps to increase their productivity.
“Selling to today’s increasingly self-directed customers requires companies to understand buyer behaviors at differing stages of the buying cycle across social, web and traditional channels,” said Bill Binch, Senior VP Sales and General Manager at Marketo. “Within a year of starting with Marketo, Ricoh has embedded these concepts into their revenue processes to create more engaged relationships with their prospective customers. At Marketo, we are honored to be partnering with Ricoh and congratulate them on winning this Revvie award.”
Ricoh also deployed the AppExchange() event app to help manage event registration and follow up. The tool enables Ricoh to check attendees in at an event on-site, and then trigger a stream of follow-up communications after the event. Ricoh is using this application for its ongoing series of Business Information Solutions conferences to register and track attendance.
Through an API, Ricoh is also in the process of integrating its service technician handheld wireless application, Edge, into the Marketo lead stream. Valuable leads from Ricoh’s service technicians will now be pushed directly into Marketo, and will be prioritized and nurtured for sales professionals.
“As Ricoh transitions to a services-led business model, it’s essential that we understand our customers’ business problems and communicate with them in a relevant way,” said Suzanne Payer, Director, New Media & Communications, Ricoh Americas Corporation. “By implementing Marketo with our sales force automation system, that communication is now more dynamic – through various digital channels – and brings in real-time information that Sales can use to prioritize opportunities and increase productivity.”
Ricoh’s next phase of implementation will include the Revenue Cycle Analytics tool which will enable us to understand our campaigns’ true success and revenue contribution.