Capco
Transforming engagement with AI personalisation and intelligent lead scoring.
Confirmed sales generated
Data points captured per visitor
Uplift in MQL and SQL volume
CLIENT
About Capco
Capco is a global technology and management consultancy specialising in financial services, with over 6,500 professionals across 27 cities worldwide. As a business where relationships are built through highly personalised face-to-face engagement, Capco recognised that their digital platform was failing to replicate that level of attentiveness online — delivering a generic, one-size-fits-all experience to visitors who were at very different stages of their journey.
THE WORK
A platform that knows who it's talking to.
We designed a cross-channel personalisation and lead scoring system built on Capco's existing HubSpot and Sitecore investment. By capturing over 100 data points per visitor — across web, email and CRM — the platform was able to deliver dynamically personalised experiences to both known and anonymous visitors, and route high-value leads to the right sales consultant in real time.
THE CHALLENGE
The right data. Not being used.
Capco's challenges were not rooted in a lack of technology — they had enterprise HubSpot and Sitecore in place. The problems were structural: lead scoring was understood but not deployed, the cross-channel customer journey was inconsistent, and high-quality leads were not being recognised or acted upon quickly enough.
The sales team had rich data available to them in theory. In practice, they had no reliable signal for which website visitors deserved immediate attention — and anonymous visitors, who made up a significant share of web traffic, were being served the same generic experience as everyone else.
“High-quality leads were not being recognised or acted upon quickly enough — the platform needed to become intelligent.”
THE APPROACH
From data rich to intelligence led.
Tech discovery
Audited Capco's existing HubSpot and Sitecore stack to understand capability gaps, API integration opportunities, and the data points available across web, email and CRM channels.
Lead scoring design
Worked closely with the sales team to define a scoring model that considered a broad range of behavioural and CRM data points — identifying which signals most reliably indicated sales readiness.
Personalisation engine
Implemented dynamic content personalisation based on visitor behaviour, CRM data and sales-cycle stage. Known visitors received tailored journeys; anonymous visitors were progressively profiled to increase conversion likelihood.
Pipeline activation
Deployed real-time lead routing to ensure high-value prospects were connected immediately with the right senior partner — collapsing the time between intent signal and sales engagement.
THE OUTCOME
From generic engagement to qualified pipeline.
The system transformed Capco's website from a one-size-fits-all portal into an intelligent, adaptive platform. Known visitors experienced deeply personalised journeys aligned to their sector and history. Anonymous visitors were progressively profiled and served increasingly relevant content — converting a previously overlooked audience into qualified prospects.
Confirmed sales to date
The personalisation and lead scoring system directly attributed over £1 million in confirmed sales — turning digital engagement into a measurable commercial pipeline.
Increase in MQL and SQL volume
Lead quality and volume improved materially across the marketing and sales funnel.
Growth in qualified sales pipeline
Progressive profiling of anonymous visitors created a new qualified pipeline that had previously gone unrecognised.
DISCIPLINES
What the engagement covered
The Capco personalisation engagement combined deep MarTech integration work with strategic lead scoring design — bridging the gap between the data Capco held and the commercial outcomes their sales team needed.
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WORK WITH US
Ready to turn your website into a lead generation engine?
If your existing martech investment isn't delivering the personalisation and lead quality your sales team needs, we would be glad to assess the gap and show you what's possible.