Tools and applications that will improve SAP Marketing Cloud in 2019

In 2019, SAP introduced several innovations in SAP Marketing Cloud, which enable marketing specialists and event managers to design and carry out personalized campaigns. In this article, I present a comprehensive summary of all relevant activities related to SAP Marketing Cloud.

Marketing Overview app

After reviewing essential marketing information and KPIs for campaigns, SAP decided to develop an application that allows marketing experts to review and decide which of their marketing topics needs attention. Marketing Overview app navigates professionals through relevant tools. Without this solution, it was difficult for marketing experts to access the required information from the various apps. Marketing Overview app gives a possibility to check the correctness of the campaigns execution, their budgets, and spends. In addition, the application can be personalized according to the expectations and current needs of the users.

Source: SAP Customer Experience Webinar

New Landing Page Editor

Old Landing Page has been replaced by „Forms”. With this change, a new Landing Page Editor is available with release 1905 in SAP Marketing Cloud. Users can create landing pages with a new, more intuitive drag & drop editor. It has responsive WYSIWYG layout that helps users with the creation of landing pages. To accelerate this process, one can directly write or reuse existing HTML code, which increases flexibility. There is also a possibility to choose from a variety of content blocks, such as Text, Button, HTML, Form, Video, or Image.

Source: SAP Customer Experience Webinar

SAP Marketing Events app

SAP deployed a new application for marketing experts – Marketing Events app, which supports professionals in promoting events. The process can be integrated with external event provider platforms, such as ON24.

Source: Help.sap.com

How does SAP Marketing Events app work?

✓ Marketing expert creates an event and corresponding landing page in the Event Provider platform.
✓ Marketing expert checks event details in Marketing Event app on SAP Marketing Cloud and creates e-mail in Content Studio app with an event registration link in the e-mail body. After that, user creates and starts an e-mail campaign for event promotion.
✓ Customers receive an e-mail and subscribe to the event. Marketing expert creates a list of participants in the Event Provider platform.
✓ Marketing expert can check the updated event in Marketing Events app and review created contacts and interactions based on the registration/attendance activities.
✓ SAP Marketing Cloud system is collecting data periodically from the Event Provider platform. After the event is finished, a marketing expert can view and analyze the performance of the marketing event. Data collected in this way can be used further in other system sections, like Segmentation Modelling.

Recently introduced innovations in SAP Marketing Cloud are another step towards maximizing the potential of marketing automation. Marketing Overview app, New Landing Page Editor, and SAP Marketing Events app allow targeting creations to a selected audience and optimizing marketing campaigns. Marketing specialists and event managers gained a tool to estimate the effectiveness of their actions.