Capco · Professional services · AI, personalisation and lead scoring

AI personalisation and intelligent lead scoring that turned visitors into pipeline

Capco had enterprise HubSpot and Sitecore but was serving every visitor the same generic experience. We designed a cross-channel personalisation and lead scoring system capturing over 100 data points per visitor, directly attributing more than £1 million in confirmed sales.

£1M+confirmed sales generated

100+data points captured per visitor

32%uplift in MQL and SQL volume

What happened?

How it went.

The problem

Capco is a global technology and management consultancy in financial services, with over 6,500 professionals across 27 cities. It is a business where relationships are built through highly personalised face-to-face engagement, and its digital platform was failing to replicate that online: a generic, one-size-fits-all experience served to visitors at very different stages of their journey. The problems were structural, not technical. Lead scoring was understood but not deployed, the cross-channel journey was inconsistent, and high-quality leads, including the significant share of anonymous visitors, were not being recognised or acted on quickly enough.

What we built

We designed a cross-channel personalisation and lead scoring system on Capco's existing HubSpot and Sitecore stack. We started with a tech discovery to map the capability gaps and the data available across web, email and CRM, then worked with the sales team to define a scoring model from the behavioural and CRM signals that most reliably indicated sales readiness. A personalisation engine served known visitors tailored journeys aligned to their sector and history, while anonymous visitors were progressively profiled to increase conversion likelihood. Real-time lead routing connected high-value prospects immediately with the right senior partner, collapsing the time between intent and engagement.

What came after

The platform went from a one-size-fits-all portal to an intelligent, adaptive one. Capturing over 100 data points per visitor, it attributed more than £1 million in confirmed sales, materially increased MQL and SQL volume, and turned progressively profiled anonymous visitors into a qualified pipeline that had previously gone unrecognised.

“High-quality leads were not being recognised or acted upon quickly enough. The platform needed to become intelligent.”

Capco

How was it built?

The same chain we use on every project, applied here.

Business problem
Relationships at Capco are built face to face, and the website served every visitor the same generic experience. High-quality leads, including anonymous ones, were not being recognised or acted on quickly enough.
Measurable outcome
Agreed with the sales team up front: more qualified leads reaching the right partner, faster, and sales that could be attributed to the platform rather than assumed.
Data required
A tech discovery mapped what was actually available across web, email and CRM in HubSpot and Sitecore, and which behavioural and CRM signals most reliably indicated sales readiness. Only those were used to start.
Technique
A scoring model built from those signals, a personalisation engine serving known visitors journeys matched to their sector and history, and progressive profiling for anonymous visitors. Real-time routing rather than a batch report.
Evaluation
The scoring model was checked against the sales team's own view of readiness before it drove routing, and lead quality was reported by stage (MQL, SQL, confirmed sale) so the uplift could be seen where it happened, not just in aggregate.
Deployment
Live on the existing stack, in Capco's tenancy, with routing rules the sales team could change. A person still owned every conversation; the system decided who to connect them to, and when.