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SAP Marketing Automation
SAP Marketing Automation Increases ROI of Marketing Budgets
Marketing automation is a modern technology that automates routine marketing processes, assists with customer data and campaign management, and helps run omni channel campaigns across multiple channels. Today’s marketing automation tools assist in data-driven decision making and execution of marketing programs, thus delivering higher return-on-investment from marketing investments.
SAP Marketing Automation Increases ROI of Marketing Budgets
Marketing automation is a modern technology that automates routine marketing processes, assists with customer data and campaign management, and helps run omni channel campaigns across multiple channels. Today’s marketing automation tools assist in data-driven decision making and execution of marketing programs, thus delivering higher return-on-investment from marketing investments.
Typically, marketing automation automates tasks such as:
- Customer data management and maintenance
- Audience targeting and segmentation
- Generating, nurturing, and scoring leads
- Ensuring GDPR and other compliance requirements
- Applying analytics to optimize content and marketing strategies
- A/B testing of content and messages to improve conversion rates
- Increased audience retention
SAP Marketing Automation
SAP provides marketing automation capabilities as part of CRM solutions that are easy-to-use, web-based, and available on a subscription basis. Marketers can analyze, plan, execute, and measure all marketing activities. Some of the features include:
- Marketing resource management
- Segment and list management
- Campaign management
- Trade promotion management
- Lead management
- Marketing analytics
mySAP CRM also supports several industry-specific processes with functionality designed to meet the individual needs of diverse industry groups.
SAP Marketing Cloud
SAP Marketing Cloud enables marketers to understand the real-time intent of individual customers to dynamically deliver contextually relevant experiences across channels, devices, and throughout the entire customer journey.
Some key features are built in to enable personalized customer experiences and lead generation, such as:
- Integrated customer engagement
- Prebuilt industry-specific analytics and use cases
- Channel-agnostic, customer-centric personalization engine
- Embedded marketer-friendly AI and predictive analytics
- Real-time cross-channel marketing automation
- Integrated customer intelligence and loyalty
222 results
How Digital Transformation Led to Quote-to-Cash Optimization for IBMOct 24, 2022 — Understand what needs to be fixed, what your pain points are, and what new functionalities S/4HANA brings with it, including the capabilities of SAP BRIM. Prioritize speed and acceleration and forget about the days when companies had five or six years for transformation. Allow your team to focus on speed and agility to move quickly and course correct if needed. Make it easy for clients to understand their invoices and provide them the ability to automate their payable systems, simplifying the IT architecture and improving the buying experience. Many times, people think of transformation as systems, tooling and process, but focusing on outcomes is better way to approach it.
10 minute read
How BTP is Transforming EnterpriseOct 21, 2022 — SAPinsider sat down with Dan Lahl, SAP’s Global Vice President of BTP Marketing and Solutions, to discuss SAP’s Business Technology Platform (BTP) and its capabilities to transform businesses.
Lahl explains how BTP is a cloud platform composed of a number of technologies—from automation, application, development integration, data management, database, analytics and AI—but really at the end of the day it serves business purposes.
First and foremost, it’s to serve the business. Today, most customers who are moving to the cloud are buying mostly a fixed function line of business applications, from CRM to HXM, to finance their supply chains. But they need to have that extracurricular or freestyle component to change, enhance, personalize and customize their business. That’s what BTP does for customers. It allows them to open up a process, change an approval, create a new mobile application to their field workers and do data warehousing and analytics in real time on a core application. That’s the freestyle on top of the classic SAP applications.
5 minute read
Leveraging Association-Rule Mining in Logistics PlanningJul 15, 2022 — Inventory optimization remains a key focus area for SAPinsiders, as highlighted in our most recent research report, Inventory Optimization and Management. When organizations undertake an inventory optimization initiative, they typically leverage conventional multi-echelon inventory optimization tools that leverages inventory placement in conjunction with integer programming and statistical methods to determine how much inventory to hold and where. A network model helps determine which products need to be placed in an stocking location, based on the customer demand historical data for the region. However, algorithms like association-rule mining can further help fine tune these analytical methods in the logistics world.
2 minute read
Building Customer Intelligence CapabilitiesJun 29, 2022 — A key area that SAPinsiders highlight as one of the top business challenges: evolving customer expectations and demand. This has emerged as a top business driver in many of our research reports, including the most recent report, SAPinsider Process Automation and SAP S/4HANA. To meet the rapidly evolving customer expectation and demands, organizations need to […]
3 minute read
Integration Is Essential to Intelligent Enterprise GrowthJan 7, 2022 — More intelligent enterprises are using Software-as-a-Service (SaaS) applications to get a leg up on their competition and adapt to abrupt market changes, such as the COVID-19-inspired shift to remote work.
The explosion in SaaS app use has increased cloud complexity. This complexity has created management, cost, integration, and security challenges for IT teams. To address these issues, many enterprises are modernizing their IT systems by automating operations using intelligent technologies.
With SAP Business Technology Platform, partners and customers can build, integrate, and extend business applications with a combination of technologies for database and data management, analytics, application development and integration, and intelligent technologies. This article discusses how to use the SAP Business Technology Platform to integrate applications, data, and technologies to enable intelligent enterprises.
8 minute read
Optimizing Ecommerce Customer Experience with Digital River Dec 27, 2021 — By Ogo Nwanyanwu, Research Director, SAPinsider Key Takeaways Organizations executing ecommerce transactions are subject to complex cross-border compliance requirements that can vary by each local destination. Outsourcing back-office infrastructure using a merchant of record partner can help to simplify these responsibilities and protect organizations from compliance risks and penalties. Digital River’s Payments, Tax, Fraud & Compliance Management app in the SAP store integrates with SAP’s commerce cloud to support compliant global ecommerce transactions that align […]
5 minute read
Video: Digital River Talks Global Ecommerce Payments and Compliance TrendsDec 27, 2021 — by Ogo Nwanyanwu, Research Director, SAPinsider Financial transaction compliance is a complex process that can impact an organization’s ability to provide customers with a positive ecommerce experience. Creating a positive ecommerce customer experience is very important for organizations to grow digital business models globally in the current operating environment. Finance transactions such as cross-border ecommerce […]
1 minute read
Improve Recruiting with Tailored Candidate ExperiencesDec 22, 2021 — In the backdrop of The Great Resignation and employees being more selective about where they work, companies are finding that the talent acquisition carries more importance. Building an appealing candidate experience is imperative to bring on new talent and it sets to the stage for their career at your organization. We talked with Cliff Jurkiewicz, VP of Global Strategy at Phenom, about how his clients are striving to build better candidate experiences. He brings up an interesting point: What if we built candidate experiences for the applicants that don’t get the job? How would that impact talent acquisition?
In this SAPinsider Technology Insight, we discuss:
- Building candidate experiences that set those hired up for success and encourage those applicants that weren’t hired to re-apply in the future.
- Creating concise recruiting pages that keep potential candidates engaged.
- Automating key talent acquisition processes to free up time for recruiters to build candidate relationships.
6 minute read
Technology And Empathy: Creating The LinkOct 28, 2021 — Disruption is a norm in the world of technology. We attribute the phenomenon of big companies being disrupted by new entrants to many aspects, like advancements in technology, emerging technologies, agility of new entrants etc. but have we explored deeply the aspect that at the core of disruptions in the world of technology is the ability of the organization, that is getting disrupted, to empathize with its customers? The fact is, a majority of problems in the world of technology can be addressed with the power of empathy- the ability to understand the pain, needs, wants and emotions of other human beings. This article explores the need to integrate technology with empathy.
4 minute read
Centralizing User Access ManagementAug 12, 2021 — A global tools and storage company that generates $14.5B in annual revenue and employs more than 10,000 workers worldwide had more than 100 enterprise resources planning (ERP) systems to handle. To get a grip on this sprawl, the company decided to optimize its IT environment with a plan that included a migration of its financial operations to SAP S/4HANA for central finance, while leaving its sales, marketing, and logistics on SAP ECC.
To accomplish the SAP S/4HANA migration, the company had to upgrade its user access control environment from SAP Access Control 10.0. As part of the process, the company updated its GRC ruleset to align with the new functionality of SAP S/4HANA. The implementation team benchmarked SAP’s segregation of duties ruleset against best practices of its implementation vendor and migrated to a user experience based on SAP Fiori. The GRC upgrade is also a major step in the company’s adoption of Agile methodology, supplying the ability to refine the implementation team’s Agile approach for future projects.
Read this article and learn:
- How a global tools and storage company consolidated a sprawling IT environment under SAP platforms and extended SAP Access Controls to SAP S/4HANA and SAP Fiori.
- How the company upgraded its SAP GRC tools, including ensuring its toolset aligned with the new SAP S/4HANA functionality.
- The importance of using Agile methodology to transform a company’s IT and GRC environment.
4 minute read