- Case Studies
From mass marketing to individual customer experience
The SAP Marketing Cloud (formerly SAP Hybris Marketing) helps with the data-driven reorientation of marketing planning and budgeting – for intelligent marketing. The marketing team gains deep insights into marketing performance and can address customers at just the right moment via the right channel. This is how inspiring customer experiences can be orchestrated across the entire purchasing process.
Today, customers need just a few clicks to get the information they want and connect quickly with friends, experts, companies, and pubic authorities. Communication should not just be smooth and without information losses; customers also expect that you know them and recognize them and especially that their personal data is sufficiently protected. The dynamic of modern customers and markets creates additional complexity. That’s why marketing experts are seeking new ways to reach their target groups effectively and interactively. With 1:1 personalization, ever greater quantities of data, interaction types, channels, devices, and messages have to be incorporated.
Marketing automation supplies customers and potential customers individually with the relevant information and enables an automated 1:1 relationship, which creates trust. It also helps with automatic lead scoring for qualification of potential customers. This makes the development of leads measurable. Potential customers’ actions are weighted and stored with values. This is how visitors become leads that are already pre-qualified for sales (“sales qualified leads”). These can be transferred seamlessly from marketing to sales. With standard integration of the SAP Marketing Cloud into the SAP Sales Cloud, for example, the transfer of leads can be easier than ever before and this ensures perfect cooperation of marketing and sales.
The SAP Marketing Cloud is part of the SAP Customer Experience Solutions (formerly SAP C/4HANA Suite) and fulfills all requirements for state-of-the-art marketing. Thanks to the uniform customer view, omni-channel experiences are created, ones that customers remember.
In addition to the SAP Marketing Cloud, solutions for sales, commerce, and service are part of the SAP Customer Experience portfolio.