SAP Marketing Cloud
What is SAP Marketing Cloud?
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SAP Marketing Cloud (the former SAP Hybris Marketing Cloud) enables you to get insights into the behavior of your customers in real time which can directly be considered for the development of individualized shopping experiences. As a result, you can develop individual campaigns across all channels tailored exactly to the needs of your customers. Consequently, prospective customers can be qualified for the sales department from contact and lead to sales opportunity. Moreover, the retention of existing customers can be achieved by specific measures. Detailed reports in the marketing cloud provide you with comprehensive information on customer interests and customer behavior on your digital marketing channels and social networks. SAP Marketing helps you always keep a clear view and offer your customers a unique, attractive and individual customer experience.
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Benefits of Marketing Cloud:
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Efficient and easy campaign management with short-term optimization possibilities based on real-time data
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Comprehensive and intuitive marketing segmentation functions
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Personalized communication of your target group with individual quotations
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Real-time data about your customers result in a quick and effective decision making
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Detailed analysis functions of the marketing activities provide a data-based and reliable basis for decision-making
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Dynamic customer profiles across all channels can be analyzed and enable a 360-degree view on the customer, their behavior and requirements
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Lead Management functions combine the sales and marketing departments and enable a cross-departmental analysis, processing and maintenance of the leads
Architecture:
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B2B Architecture Example:
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Part 1:
In this example, we have a B2B company from the manufacturing industry. For their opportunity processes, they already have the SAP Sales Cloud solution. Their sales orders are created in SAP S/4HANA Cloud and all of their existing customer master data, such as accounts and contacts, are stored in SAP Sales Cloud. For new potential customers, they want to offer an option to request a product brochure through a landing page.
The corporate account contacts, contacts, and consumers are replicated from SAP Sales Cloud to SAP Marketing Cloud. Leads are replicated from SAP Marketing Cloud to SAP Sales Cloud. Opportunities are replicated from SAP Sales Cloud to SAP Marketing Cloud. Campaigns created in SAP Marketing Cloud are replicated into SAP Sales Cloud. The middleware for the SAP Sales Cloud to the SAP Marketing Cloud integration is the SAP Cloud Platform Integration
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Part 2:
Corporate account contacts, contacts, and consumers are replicated from SAP Sales Cloud to SAP S/4HANA Cloud. Products and sales orders are integrated into SAP Marketing Cloud, and the additional landing page integration is being built.
Products as well as sales orders are replicated from SAP S/4HANA Cloud into SAP Marketing Cloud through the SAP Cloud Platform Integration.