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SAP Marketing Runs Hybris Marketing By Andreas Starke
This document discusses SAP Marketing's transformation to digital marketing using the hybris Marketing platform. It highlights how digital technologies are changing marketing and buyer behavior. SAP Marketing aims to enable real-time, individualized marketing (Audience of ONE) by connecting data sources, gaining insights from big data, and facilitating always-on engagement. The implementation of hybris Marketing will help SAP Marketing achieve automation, sales integration, and deliver high-quality leads through personalized campaigns.
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SAP Marketing Runs Hybris Marketing By Andreas Starke
- 1. Marketing To AnAudience Of ONE SAP Marketing Runs Hybris Marketing Andreas Starke SAP Marketing Business Information Officer Public
- 2. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 2Public Agenda Marketing Transformation – Digital Business SAP Marketing runs hybris Marketing2 1
- 3. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 3Public Digital Technologies are Here to Stay The World is Changing Quickly - Digital Business impacts Marketing Mobile Social In-Memory Computing Machine Learning Cloud Internet of Things Big Data Hyper Connectivity Digitization of data and interactions increasing at an exponential pace. Mobile, Internet of Things and Hyper-connectivity enabling immediate access to every “thing” Cloud enabling digitization with commodity storage, and on-demand computing at scale In-Memory changing the speed of computing and delivering the vision of real time Big Data and Machine learning technologies changing how data is being analyzed with predictive analytics Buyer Behavior is Changing
- 4. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 4Public WHAT THEY HAVE DONE WHAT THEY MAY DO WHAT THEY ARE DOING NOW REAL-TIME INDIVIDUALIZATION PRESENTATION OF RELEVANT CONTENT THE CUSTOMER TOUCHPOINTS Future Marketing is fundamentally different ……
- 5. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 5Public Established New (x times more data) Channels and Sources Data Structured 20% Unstructured 80% Conferences Understand & Leverage Requests Call Center Market Data Sales Data Customer Data Click Stream In-Product Usage Data Social Media Sentiments Media / Press Localization Data Transformation – The Change in Marketing The BIG Data challenge is real in Marketing
- 6. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 6Public Intelligence through Predictive Analytics Personalized targeting & orchestration Explore & gain insights Events & interactions from all channels Campaign execution in all channels Plan, measure & optimize Market data & events Sales & service data Financial data Big data industry Social media, web E-mail, sms, traditional Lead, opportunity Interaction center Personalized commerce Digital & social channel The Envisioned Digital Marketing Process Capturing response
- 7. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 7Public Agenda 2 1 Marketing Transformation – Digital Business SAP Marketing runs hybris Marketing
- 8. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 8Public Automated Lead Nurture & delivery of High Quality Leads to Sales 360 ° View of all Prospect & Customer Interactions – Audience of One-Marketing Automated Lead-Scoring Models to evaluate purchasing readiness Centralized Data as Foundation for Data Science Inability to Score / Evaluate Interest No Integration between Sales & Marketing Decentralized Data Sources No Transparency for Customer Interactions SAP Marketing Challenges & Objectives Animate Slide
- 9. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 9Public SAP Marketing Top 3 Implementation & Transformation Objectives Process automation across the e2e marketing process. (Marketing Planning, Demand Generation and Lead Management Processes)1 Marketing Automation: Provide our customers a simple, consistent, relevant and individualized engagement experience. Always-On Engagement 3 Audience of ONE - Contextual Marketing: 2 Enable Marketing to deliver high-quality leads to Sales, increase quality of leads while expanding marketing’s touch (contribution to the organization) Sales Integration: Animate Slide
- 10. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 10Public Improved Demand Generation across the entire Marketing Process Consumer, Customer, Contacts Predictive Analytics Scoring Marketing Mix & Content Optimization Personalize Offer Lead & Opportunity CRM or C4C Qualified Leads Channel Personalize Channel Data Sales & Service Data Financial Data Big Data Industry Social Media & Web Inbound Channels Listen & Explore Discover & Nurture Target & Execute Outbound Channels SAP Marketing – Marketing Automation One Platform Approach
- 11. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 11Public Source: Norton Norris Marketing-led Sales-led Marketing-led Sales-led Source: Norton Norris SAP Marketing – Sales Integration Transformation - Marketing’s changing role in the new buying cycle
- 12. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 12Public Dynamic vs. Linear: Rethink. Redefine. Reinvent. The goal should be a consistent, relevant and simplified engagement experience for SAP customers. “Engagement” represents an always-on interaction with a customer regardless of pipeline. Marketing Qualification Evaluate the Buyer’s State Hand-Over Engagement Maintain Engagement Post-Buy Engagement TRANSFORM AND RUN SIMPLE MARKETING. SIMPLIFIED. UNIFIED. INDIVIDUALIZED. SAP Marketing – Audience of ONE Transformation to ‘Always On’ - Contextual Marketing AutomatedPersonalize Always-On Engagement
- 13. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 13Public Opportunity Management Contracts Retention Marketing Optimized Conversion Data Integration Social Data Predictive Data Buying Data Digital Data SAP hybris Marketing SAP CRM NURTURE Lead Management Streamlined Handover of Leads Target Inquiry Responder New Scoring and Auto- Qualification Simplified LEAD MANAGEMENT Marketing Sales Completing the Vision Connecting Marketing with Sales
- 14. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 14Public SAP hybris Marketing@SAP A part of “SAP Customer Engagement & Commerce (CEC)”
- 15. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 15Public 1. Connect Data Sources 2. Consolidate Interactions 3. Gain Insight 4. Create relevant Target Audiences 5. ‘Always On’ Marketing – Audience of ONE Connect various data sources: social, digital media, web, email, Tele, Sales, events ... Identify buyers, Identify contacts, Enrichment / Routing Score contacts and interactions, determine intent within context Prepare target groups, automatically suppress contacts based on permission status, traffic management rules, and go-to- market engagement strategy Execute campaigns, measure success, record interactions, nurture and individualize based on insights Customer - interactions SAP hybris Marketing @ SAP Approach to guide the “Buyers Journey”
- 16. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 16Public ISOLATED DATA SILOS The Multichannel Challenge Data silos are merged into one contact profile Data Management SAP MARKETING Data Management with SAP hybris Marketing One Profile all interactions
- 17. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 17Public SAP Hybris Marketing – Audience of One Example Contact Factsheet: available to Marketing & Sales 1) Contact & Account Data Contact Scoring: • Comprehensive Summary of most relevant Contact Scores • Provides single view on - Lead Level - Involvement - Recency 2) Scores & Data Quality Interest: Weighted Client Interest Client Interest derived from Products and Campaigns 3) Interest in Products Interaction History: All channels on single timeline Interaction Details and Context with direct links to visited Web Pages and CRM Activities 4) Interactions Omni-Channel: All Channels (CRM, Web, Mail, Phone, Social) Transparency on client specific Channel Preference and Performance 5) Omni- Channel
- 18. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 18Public Ÿ Validate Ÿ Score Ÿ Recommend Ÿ Route Create Campaign Material Setup Campaign Campaign Planning Select Target Group Segmentation Content Customer Inquiry Handling Lead Management Lead Activity New Contact New Account Demand & Campaign Planning/ Set Up Campaign Execution Capture Inbound Data Qualify Score & Route Next step Determination & Nurture Reporting, Management Dashboard, Operational Intelligence Execution Customer Interest & Behavior Business Steps High-level Process Handover between Sales and Marketing SAP hybris Marketing @ SAP Business Transformation – Operational Model Change Past: Agency & 3rd Party supportSelf- Services Shared-Services
- 19. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 19Public SAP Hybris Marketing – Audience of One Example Contact Engagement Dashboard
- 20. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 20Public § Data Consolidation of Marketing account and contacts into one single SAP HANA-based database § Automated interest calculation via scores § Always on – nurture campaign management § Sentiment analysis, social media integration § Marketing and Sales Cloud Integration Simplified Lead Management § Automated Campaign Execution and Response Management with built-in campaign performance reporting § Real-time target group creation leveraging new interaction insights I. Foundation II. Automation III. Modern Marketing IV. Cloud Business Timeline Foundation End-To-End Process Automation Modern Marketing Sales Integration H1//2014 H2/2014 2015 2016 Today SAP Marketing Program Roadmap
- 21. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 21Public 92% Faster Response processing 50% Reduction Campaign preparation time 40% Higher Lead Volume 10+ Retired Databases & solutions SAP Marketing runs SAP hybris Marketing Deployment & Benefits 150+ Countries 20+M Marketable Contacts 50k+ Responses per Month
- 22. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 22Public Thank you! Contact: Andreas Starke SAP Global Marketing, Business Information Officer [email protected] +49 171 3085052
- 23.
- 24. © 2015 SAPSE or an SAP affiliate company. All rights reserved. 24Public © 2015 SAP SE oder ein SAP-Konzernunternehmen. Alle Rechte vorbehalten. Weitergabe und Vervielfältigung dieser Publikation oder von Teilen daraus sind, zu welchem Zweck und in welcher Form auch immer, ohne die ausdrückliche schriftliche Genehmigung durch SAP SE oder ein SAP-Konzernunternehmen nicht gestattet. SAP und andere in diesem Dokument erwähnte Produkte und Dienstleistungen von SAP sowie die dazugehörigen Logos sind Marken oder eingetragene Marken der SAP SE (oder von einem SAP-Konzernunternehmen) in Deutschland und verschiedenen anderen Ländern weltweit. Weitere Hinweise und Informationen zum Markenrecht finden Sie unter http://global.sap.com/corporate-de/legal/copyright/index.epx. Die von SAP SE oder deren Vertriebsfirmen angebotenen Softwareprodukte können Softwarekomponenten auch anderer Softwarehersteller enthalten. Produkte können länderspezifische Unterschiede aufweisen. Die vorliegenden Unterlagen werden von der SAP SE oder einem SAP-Konzernunternehmen bereitgestellt und dienen ausschließlich zu Informationszwecken. Die SAP SE oder ihre Konzernunternehmen übernehmen keinerlei Haftung oder Gewährleistung für Fehler oder Unvollständigkeiten in dieser Publikation. Die SAP SE oder ein SAP-Konzernunternehmen steht lediglich für Produkte und Dienstleistungen nach der Maßgabe ein, die in der Vereinbarung über die jeweiligen Produkte und Dienstleistungen ausdrücklich geregelt ist. Keine der hierin enthaltenen Informationen ist als zusätzliche Garantie zu interpretieren. Insbesondere sind die SAP SE oder ihre Konzernunternehmen in keiner Weise verpflichtet, in dieser Publikation oder einer zugehörigen Präsentation dargestellte Geschäftsabläufe zu verfolgen oder hierin wiedergegebene Funktionen zu entwickeln oder zu veröffentlichen. Diese Publikation oder eine zugehörige Präsentation, die Strategie und etwaige künftige Entwicklungen, Produkte und/oder Plattformen der SAP SE oder ihrer Konzernunternehmen können von der SAP SE oder ihren Konzernunternehmen jederzeit und ohne Angabe von Gründen unangekündigt geändert werden. Die in dieser Publikation enthaltenen Informationen stellen keine Zusage, kein Versprechen und keine rechtliche Verpflichtung zur Lieferung von Material, Code oder Funktionen dar. Sämtliche vorausschauenden Aussagen unterliegen unterschiedlichen Risiken und Unsicherheiten, durch die die tatsächlichen Ergebnisse von den Erwartungen abweichen können. Die vorausschauenden Aussagen geben die Sicht zu dem Zeitpunkt wieder, zu dem sie getätigt wurden. Dem Leser wird empfohlen, diesen Aussagen kein übertriebenes Vertrauen zu schenken und sich bei Kaufentscheidungen nicht auf sie zu stützen.