sap marketing runs hybris marketing by andreas starke

Marketing To An Audience Of ONE SAP Marketing Runs Hybris Marketing Andreas Starke SAP Marketing Business Information Officer

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

Agenda

Marketing Transformation – Digital Business

SAP Marketing runs hybris Marketing

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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


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 ……


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


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


Agenda

2

1

Marketing Transformation – Digital Business

SAP Marketing runs hybris Marketing


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


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


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


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


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

Automated Personalize

Always-On Engagement


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


SAP hybris Marketing@SAP A part of “SAP Customer Engagement & Commerce (CEC)”


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”


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


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


�  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

SAP hybris Marketing @ SAP Business Transformation – Operational Model Change

Past: Agency & 3rd Party support Self- Services Shared-Services


SAP Hybris Marketing – Audience of One Example Contact Engagement Dashboard


§  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


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


Thank you!

Contact: Andreas Starke SAP Global Marketing, Business Information Officer [email protected] +49 171 3085052

Appendix


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