How to achieve marketing and sales synergy? SAP Emarsys and SAP Sales Cloud integration scenario

The SAP CX product portfolio has recently been enriched with the Emarsys platform, as we learned at the SAP Customer Experience Live 2020 event. The solution targeted at marketing representatives is a powerful system that significantly facilitates advertising campaigns. The acquisition of Emarsys by SAP opens up new possibilities for cooperation with well-known tools from the SAP Customer Experience product family, such as SAP Sales Cloud.

Systems integration can improve the daily operations of marketing and sales departments through access to new features and optimization of ongoing processes. In the following scenario, we have focused on the core functionalities. By using the Emarsys API, we can easily establish connections for selected elements.

Contacts integration

The foundation of the integration is the sales contact database. Powering the marketing system with a complete list of contacts from SAP Sales Cloud will allow users to use the full potential of both solutions.

Advantages of having an integrated contact database:

• Easy customer identification
• No discrepancies between data records
• Access to the essential contacts information
• New data available from both systems

Using the power of Emarsys, marketing professionals can precisely target campaigns to contacts by classifying them into segments. With SAP Sales Cloud data, these campaigns will be even more personalized, resulting in better conversions.

Integrating SAP Sales Cloud with Emarsys supports transferring contacts between the systems

As part of the scenario, we prepared a sample contacts integration. We wanted the software to automatically verify the database in Emarsys, compare it with the list available in SAP Sales Cloud, and then create the missing records. A developed application runs verifications at a specified time interval, updating the contact list.

Contact integration diagram

Integrated contacts visible in SAP Emarsys after running the software

Triggering campaigns via an event from SAP Sales Cloud

SAP Emarsys enables creating trigger-based campaigns. They work according to a defined action and after that system carries out the planned operation (e.g., sends an e-mail or a text message). In practice, users can start an e-mail marking campaign to sell an extended offer of an already purchased product, send discount codes to the most loyal customers, or recommend additional services based on the purchase history analysis.

Automated dispatch of discount coupons after purchase

Creating leads in SAP Sales Cloud based on data from SAP Emarsys

Customer behavior data are the foundation for many marketing activities. SAP Emarsys collects data directly from the integrated online shop. As a result, marketing and sales specialists gain insight into recently seen products, shopping cart content, or basket value.

Based on customer behavior analysis, a special type of automation can be set up in SAP Emarsys to generate leads in SAP Sales Cloud. With a complete overview of all interactions, a sales specialist can get to know their customer better and individualize communication, which might increase the conversion rate.

An example of process automation that creates leads after customers’ website visit

Access to SAP Emarsys analytics tools

Powering the analytical tools of SAP Emarsys with sales data from SAP Sales Cloud can significantly increase the effectiveness of marketing campaigns and multiply revenue. Built-in advanced analytics allows customers scoring, predicting their future behavior and selecting the most effective strategy.

Emarsys analytics tools