SAP Marketing Runs SAP
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The document outlines SAP Marketing's strategy to enhance lead-to-revenue automation and improve customer interactions through data consolidation and a unified marketing approach. It emphasizes the importance of a multi-channel, dynamic engagement strategy that adapts to buyer behavior while leveraging predictive analytics and real-time campaign execution. Key benefits highlighted include significant increases in lead generation, faster response times, and improved campaign efficiency by utilizing a centralized database and modern marketing techniques.
SAP Marketing Runs SAP
- 1. Market to An Audience of One SAP Marketing Runs SAP – MarTech 2015 Andreas Starke SAP Marketing Business Information Officer April 1st 2015
- 2. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 2 SAP Marketing - Lead to Revenue Automation Program Objectives - Our Marketer’s frustrations today No ‘science’ for recommendations Decentralized data sources No visibility into customer interaction Inability to evaluate Interest Automated lead nurturing allows keeping in touch with prospects until ready Dashboard view of all customer interactions & interests speeds call prep- time Multiple lead scoring models to asses sales readiness Centralized data sour- ces on HANA improves segmentation efficiency
- 3. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 3 Evaluate the Interaction(s) Check Business Rules Determine Next Engagement Action Contact Status Contact Involvement Score Contact Interest Score Account Score Determine Stage Suppress / Exclude Special Handling Permissions Score the Contact & Relate Interactions Auto-Engage Route to IMR Route to ISE Route to Partner Update for Account Owner Interaction capture across all channels. Recognize the Buyer Contact recognition. Assign / Update Contacts Engage Scoring Checks Decide SAP Marketing – Marketing Automation (L2R Program) Approach – Guide the Buyer’s Journey
- 4. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 4 Multi-channel Real-Time Campaign Execution 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 Marketing Automation Approach - ONE Integrated Marketing Platform
- 5. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 5 SAP Customer Engagement & Commerce – hybris Marketing
- 6. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 6 Marketing Automation hybris Marketing – ONE Integrated Marketing Platform Validate Score Recommend 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 Marketing Universe - Database Unstructured data from multiple channels Products Geo data Events Competitive Web Social Media
- 7. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 7 Understand the Buyer & Their Journey – Think All Interactions Across All Channels Collect. Decipher. Understand. Unify the customer view across all channels of interaction, uncover insights and understand the individual and collective voice of the customer. Adapt planning and execution accordingly. Individualize the Buyer’s Journey – Think Pull vs. Push Listen. Engage. Respond. Provide a simplified, consistent cross-channel engagement experience to customers with relevant messaging, campaign inclusion and assets on an individualized basis regardless of pipeline. Redefine the “Funnel” - Think Dynamic vs. Linear Rethink. Redefine. Reinvent. Reinvent the contact engagement process including funnel boundaries between Sales & Marketing. Marketing will abandon the linear funnel to dynamically engage customers and prospects in an always-on manner. Marketing Transformation Roadmap Path to Best in Class Modern Marketers
- 8. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 8 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. Marketing Transformation Roadmap Rethink the “Funnel” - Dynamic vs. Linear AutomatedPersonalize Always-On Engagement
- 9. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 9 Data Consolidation of Marketing account and contacts into one single HANA-based database New functionality and processes (e.g. scoring / nurture) Set-up of predefined multi-wave interaction trees Sentiment analysis, social media integration Marketing and Sales Cloud Integration Simplified Lead Management One platform to enable Campaign Execution and Response Management with built-in campaign performance reporting Real-time target group creation (Segmentation & Email Execution, Routing) I. Foundation II. Automation III. Modern Marketing IV. Cloud Business Timeline Foundation End-To-End Process Automation Modern Marketing Rethink the Funnel in the Cloud Q2/2014 Q3/2014 Q4/2014 2015 Today Marketing Transformation Roadmap L2R Program Roadmap
- 10. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 10 SAP Marketing Runs hybris Marketing 72 Countries 23+MM Marketable Contacts 50+K Responses per month # of countries worldwide on one marketing platform, including NA, LAC, EMEA, MEE, APJ regions, and SAP Cloud, Ariba and SuccessFactors. # of marketable contacts in centralized marketing universe – enabling sunset of local databases and competitive systems # of responses handled in real time for routing, nurturing and follow up
- 11. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 11 Response handling velocity drastically increased, enabling quick follow ups by Tele Marketing and hand over to Sales from days to hours Campaign efficiency increase due to faster preparation and execution (campaign-to-market) Increase in lead volume due to improvements in automated routing Consolidation enabling first-time holistic view on client data on a global scale Big Data analytics and scoring, creating new customer insights and facilitating path to modern marketing SAP Marketing Benefits 92% FASTER response processing time 50% REDUCTION of campaign preparation time 40% HIGHER lead creation 10+ SOLUTIONS retired or integrated
- 12. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 12 SAP Marketing – Solution Home Page – Demo
- 13. © 2015 SAP AG or an SAP affiliate company. All rights reserved. 13 THANK YOU BOOTH #113
Editor's Notes
- #6: The hybris Marketing Platform is fundamentally different, and will change the way that marketers engage with customers. In humans we use context intuitively – and we’ve built that into the hybris marketing platform as our key differentiator in the market. We take everything we know about the customer – what they’ve done, and more importantly what they are interested in right now, as well as predictions about what they may do – and use it to engage with the customer in a way that is personally relevant to each one. Individually.
- #11: We’ve designed this platform for rapid deployment in the cloud. But we know that some customers will prefer an on-premise deployment when it comes to customer data. The platform is available now in private cloud and on-premise versions, and will be available in March in Public Cloud configuration. Pricing is based on the number of customer records, and scales accordingly, but you should expect typical deal in the range of $400 - $600 thousand per annum. [change to local currency] Let’s take a quick look at this exciting new Marketing Platform