This document discusses SAP Marketing's transformation to digital marketing using the hybris Marketing platform. It highlights how digital technologies are changing marketing and buyer behavior. SAP Marketing aims to enable real-time, individualized marketing (Audience of ONE) by connecting data sources, gaining insights from big data, and facilitating always-on engagement. The implementation of hybris Marketing will help SAP Marketing achieve automation, sales integration, and deliver high-quality leads through personalized campaigns.

1. Marketing To An Audience Of ONE
SAP Marketing Runs Hybris Marketing
Andreas Starke
SAP Marketing Business Information Officer
Public

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Agenda
Marketing Transformation – Digital Business
SAP Marketing runs hybris Marketing2
1

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Digital Technologies are Here to Stay
The World is Changing Quickly -
Digital Business impacts Marketing
Mobile
Social
In-Memory
Computing
Machine
Learning
Cloud
Internet
of Things
Big Data
Hyper
Connectivity
Digitization of data and interactions increasing at an
exponential pace.
Mobile, Internet of Things and Hyper-connectivity enabling
immediate access to every “thing”
Cloud enabling digitization with commodity storage, and
on-demand computing at scale
In-Memory changing the speed of computing and
delivering the vision of real time
Big Data and Machine learning technologies changing
how data is being analyzed with predictive analytics
Buyer Behavior is Changing

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WHAT THEY
HAVE DONE
WHAT THEY
MAY DO
WHAT THEY
ARE DOING NOW
REAL-TIME
INDIVIDUALIZATION
PRESENTATION
OF RELEVANT
CONTENT
THE
CUSTOMER
TOUCHPOINTS
Future Marketing is fundamentally different ……

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Established New (x times more data) Channels and
Sources
Data
Structured
20%
Unstructured
80%
Conferences
Understand
& Leverage
Requests
Call Center
Market Data
Sales Data
Customer Data Click Stream
In-Product Usage Data
Social Media
Sentiments
Media / Press
Localization Data
Transformation – The Change in Marketing
The BIG Data challenge is real in Marketing

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Intelligence
through Predictive
Analytics
Personalized targeting
& orchestration
Explore &
gain insights
Events & interactions
from all channels
Campaign execution
in all channels
Plan, measure & optimize
Market data & events
Sales & service data
Financial data
Big data industry
Social media, web E-mail, sms, traditional
Lead, opportunity
Interaction center
Personalized commerce
Digital & social channel
The Envisioned Digital Marketing Process
Capturing response

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Agenda
2
1 Marketing Transformation – Digital Business
SAP Marketing runs hybris Marketing

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Automated Lead Nurture &
delivery of High Quality
Leads to Sales
360 ° View of all Prospect
& Customer Interactions –
Audience of One-Marketing
Automated Lead-Scoring
Models to evaluate
purchasing readiness
Centralized Data as
Foundation for Data
Science
Inability to Score /
Evaluate Interest
No Integration between
Sales & Marketing
Decentralized Data
Sources
No Transparency for
Customer Interactions
SAP Marketing
Challenges & Objectives
Animate Slide

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SAP Marketing
Top 3 Implementation & Transformation Objectives
Process automation across the e2e marketing process.
(Marketing Planning, Demand Generation and Lead Management Processes)1
Marketing Automation:
Provide our customers a simple, consistent, relevant and individualized
engagement experience. Always-On Engagement
3
Audience of ONE - Contextual Marketing:
2 Enable Marketing to deliver high-quality leads to Sales, increase quality of
leads while expanding marketing’s touch (contribution to the organization)
Sales Integration:
Animate Slide

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Improved Demand Generation across the entire Marketing Process
Consumer, Customer,
Contacts
Predictive Analytics
Scoring
Marketing Mix & Content Optimization
Personalize
Offer
Lead &
Opportunity
CRM
or C4C
Qualified
Leads
Channel
Personalize
Channel
Data
Sales & Service Data
Financial
Data
Big Data
Industry
Social Media &
Web
Inbound Channels Listen & Explore Discover & Nurture Target & Execute Outbound Channels
SAP Marketing – Marketing Automation
One Platform Approach

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Source: Norton Norris
Marketing-led
Sales-led
Marketing-led
Sales-led
Source: Norton Norris
SAP Marketing – Sales Integration
Transformation - Marketing’s changing role in the new buying cycle

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Dynamic vs. Linear: Rethink. Redefine. Reinvent.
The goal should be a consistent, relevant and simplified engagement experience for SAP customers. “Engagement”
represents an always-on interaction with a customer regardless of pipeline.
Marketing
Qualification
Evaluate the Buyer’s
State
Hand-Over
Engagement
Maintain
Engagement
Post-Buy
Engagement
TRANSFORM AND RUN SIMPLE MARKETING. SIMPLIFIED. UNIFIED. INDIVIDUALIZED.
SAP Marketing – Audience of ONE
Transformation to ‘Always On’ - Contextual Marketing
AutomatedPersonalize
Always-On
Engagement

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Opportunity
Management
Contracts
Retention Marketing
Optimized
Conversion
Data Integration
Social
Data
Predictive
Data
Buying
Data
Digital
Data
SAP hybris Marketing SAP CRM
NURTURE
Lead Management
Streamlined Handover of Leads
Target
Inquiry Responder
New Scoring
and Auto-
Qualification
Simplified LEAD MANAGEMENT
Marketing Sales
Completing the Vision
Connecting Marketing with Sales

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SAP hybris Marketing@SAP
A part of “SAP Customer Engagement & Commerce (CEC)”

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1. Connect Data Sources
2. Consolidate Interactions
3. Gain Insight
4. Create relevant
Target Audiences
5. ‘Always On’ Marketing –
Audience of ONE
Connect various data sources:
social, digital media, web, email,
Tele, Sales, events ...
Identify buyers,
Identify contacts,
Enrichment / Routing
Score contacts and interactions,
determine intent within context
Prepare target groups, automatically
suppress contacts based on permission
status, traffic management rules, and go-to-
market engagement strategy
Execute campaigns, measure success,
record interactions, nurture and
individualize based on insights
Customer -
interactions
SAP hybris Marketing @ SAP
Approach to guide the “Buyers Journey”

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ISOLATED DATA SILOS
The Multichannel Challenge
Data silos are merged into one contact profile
Data Management
SAP MARKETING
Data Management with SAP hybris Marketing
One Profile
all interactions

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SAP Hybris Marketing – Audience of One
Example Contact Factsheet: available to Marketing & Sales
1) Contact &
Account Data
Contact Scoring:
• Comprehensive Summary
of most relevant Contact
Scores
• Provides single view on
- Lead Level
- Involvement
- Recency
2) Scores &
Data Quality
Interest:
Weighted Client Interest
Client Interest derived from Products and Campaigns
3) Interest in
Products
Interaction History:
All channels on single timeline
Interaction Details and
Context with direct links to
visited Web Pages and CRM
Activities
4) Interactions
Omni-Channel:
All Channels (CRM, Web, Mail, Phone, Social)
Transparency on client specific Channel Preference and Performance
5) Omni-
Channel

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Ÿ Validate
Ÿ Score
Ÿ Recommend
Ÿ Route
Create Campaign
Material
Setup
Campaign
Campaign
Planning
Select Target
Group
Segmentation
Content
Customer Inquiry Handling
Lead
Management
Lead
Activity
New Contact
New Account
Demand & Campaign Planning/
Set Up
Campaign Execution
Capture
Inbound Data
Qualify
Score & Route
Next step
Determination &
Nurture
Reporting, Management Dashboard, Operational Intelligence
Execution
Customer
Interest &
Behavior
Business Steps
High-level
Process
Handover
between
Sales and
Marketing
SAP hybris Marketing @ SAP
Business Transformation – Operational Model Change
Past: Agency & 3rd Party supportSelf-
Services Shared-Services

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SAP Hybris Marketing – Audience of One
Example Contact Engagement Dashboard

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§ Data Consolidation of Marketing account and contacts into one single SAP HANA-based database
§ Automated interest calculation via scores
§ Always on – nurture campaign management
§ Sentiment analysis, social media integration
§ Marketing and Sales Cloud Integration
Simplified Lead Management
§ Automated Campaign Execution and Response Management with built-in
campaign performance reporting
§ Real-time target group creation leveraging new interaction insights
I. Foundation II. Automation III. Modern
Marketing
IV. Cloud
Business
Timeline
Foundation
End-To-End
Process
Automation
Modern
Marketing
Sales
Integration
H1//2014 H2/2014 2015 2016
Today
SAP Marketing
Program Roadmap

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92%
Faster
Response
processing 50%
Reduction
Campaign preparation
time 40%
Higher
Lead Volume
10+
Retired
Databases &
solutions
SAP Marketing runs SAP hybris Marketing
Deployment & Benefits
150+ Countries 20+M Marketable Contacts 50k+ Responses per Month

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Thank you!
Contact:
Andreas Starke
SAP Global Marketing, Business Information Officer
andreas.starke@sap.com
+49 171 3085052

23. Appendix

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