SAP Marketing Runs SAP

Market to An Audience of One SAP Marketing Runs SAP – MarTech 2015

Andreas StarkeSAP Marketing Business Information OfficerApril 1st 2015

© 2015 SAP AG or an SAP affiliate company. All rights reserved. 2

SAP Marketing - Lead to Revenue Automation ProgramObjectives - Our Marketer’s frustrations today

No ‘science’forrecommendations

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


Evaluate the Interaction(s)

Check Business

Rules

Determine Next Engagement

Action

Contact StatusContact Involvement ScoreContact Interest ScoreAccount ScoreDetermine Stage

Suppress / ExcludeSpecial HandlingPermissions

Score the Contact & Relate Interactions

Auto-EngageRoute to IMRRoute to ISERoute to PartnerUpdate 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


Multi-channel Real-Time Campaign Execution

Consumer, Customer, Contacts

Predictive Analytics Scoring

Marketing Mix & Content Optimization

PersonalizeOffer

Lead &Opportunity

CRM or C4C

QualifiedLeads

ChannelPersonalize

ChannelData

Sales & Service Data

Financial Data

Big DataIndustry

Social Media &Web

Inbound Channels Listen & Explore Discover & Nurture Target & Execute Outbound Channels

Marketing AutomationApproach - ONE Integrated Marketing Platform


SAP Customer Engagement & Commerce – hybris Marketing


Marketing Automationhybris Marketing – ONE Integrated Marketing Platform

Validate

Score

Recommend

RouteCreate 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

QualifyScore & 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

Unstructureddata from multiple channels

Products Geo data Events Competitive Web Social Media


Understand the Buyer & Their Journey – Think All Interactions Across All ChannelsCollect. 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. PushListen. 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. LinearRethink. 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 RoadmapPath to Best in Class Modern Marketers


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 RoadmapRethink the “Funnel” - Dynamic vs. Linear

AutomatedPersonalize

Always-On Engagement


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

ModernMarketing

Rethink the Funnel

in the Cloud

Q2/2014 Q3/2014 Q4/2014 2015

Today

Marketing Transformation RoadmapL2R Program Roadmap


SAP Marketing Runs hybris Marketing

72Countries

23+MMMarketable Contacts

50+KResponses 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


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% FASTERresponse processing time

50% REDUCTIONof campaign preparation time

40% HIGHER lead creation

10+ SOLUTIONSretired or integrated


SAP Marketing – Solution Home Page – Demo


THANK YOU

BOOTH #113