SAP Emarsys Customer Engagement (SAP Emarsys) has so far served mainly as a marketing solution aimed at companies handling B2C communications. To meet customer expectations, the German company has prepared an add-on – SAP Account Engagement, which integrates the solution with SAP Sales Cloud. This provides powerful marketing support in the B2B sales process.

As is well known, sales and marketing require constant contact with customers, a personalized approach to each of them, and proper recognition of their needs. Thanks to the combined power of both SAP systems, cooperation between sales, and marketing departments can enter a higher level which will also be visible in the results achieved.

Business benefits

In any company, working with business customers is a constant barrage of new challenges for sales and marketing departments. Fortunately, in the age of digitalization, many processes can be automated. An add-on to SAP Emarsys – SAP Account Engagement – makes it possible to automate outbound communications. Thanks to the SAP Emarsys platform, it is possible to send multichannel messages to responsible people in the customer’s company. Emarsys also collects data on marketing interactions, based on which it calculates and creates sales leads in real-time, which are then sent to the SAP Sales Cloud system.

Integration of SAP Emarsys Customer Engagement with SAP Sales Cloud

SAP Emarsys is a solution designed for individual customer engagement. However, the addition of SAP Account Engagement turns it into a solution tailored for business customers. This is done through integration with SAP Sales Cloud. Optimal operation of the combined systems has been achieved through the appropriate import of objects from the sales system. Companies are loaded along with their assigned contacts, and the relationship linking them is also assigned to each. Saved marketing consents are also retrieved to avoid sending unwanted communications. In the other direction, the marketing system returns new leads. The connection itself is set up on the SAP BTP (Business Technology Platform).

Solution integration scheme

Sample business scenarios in SAP Emarsys Customer Engagement

An interesting application of SAP Emarsys Customer Engagement capabilities is lead qualification. Based on the marketing data flowing into the system, new contacts start the process, the final step of which is sending them to the SAP Sales Cloud system in the form of a new potential sales opportunity. It involves the gradual collection of customer information, starting with basic contact information and ending with interests and positions in the company. For each of these, the contact is given a certain number of points, and after reaching a certain threshold of points, it is converted into a new lead and sent to the sales system.

Another solution prepared by experts from SAP Emarsys is a ready-made tactic to support upselling. It takes advantage of the automation capabilities in the system, through which the recipient receives further purchase proposals prepared for him. Based on his subsequent behavior, the next steps in the sales process are selected. Other ready-made automation include scenarios such as automatic responses to a completed form, an invitation to an event that automatically checks whether the customer has signed up and sends him or her a reminder message, or progressive profiling that involves gradually filling in information about a potential buyer.

An example of progressive profiling logic

Summary

SAP Account Engagement is an indispensable solution for companies needing to streamline sales and marketing operations. The modern approach to combining the two branches guarantees an increase in achieved turnover, while making better use of resources in the organization.