SAP Marketing Cloud

2005 Release Session for Customers & Partners

SAP Marketing Cloud Product Management

April 23, 2020

PUBLIC
Agenda

▪ Welcome

▪ Agenda

▪ Innovation Highlights
▪ Dynamic Customer Profiling and Segmentation
▪ Lead- and Account-Based Marketing
▪ Campaign and Journey Orchestration
▪ Marketing Planning and Performance
▪ User Interface

▪ Tipps & Tricks

▪ Mark your calendars: Deep Dive Sessions

▪ Q&A
© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 2
Legal disclaimer

The information in this presentation is confidential and proprietary to SAP and may not be disclosed without the permission of SAP. This
presentation is not subject to your license agreement or any other service or subscription agreement with SAP. SAP has no obligation to
pursue any course of business outlined in this document or any related presentation, or to develop or release any functionality mentioned
therein. This document, or any related presentation, and SAP’s strategy and possible future developments, products, and platforms, directions,
and functionality are all subject to change and may be changed by SAP at any time for any reason without notice. The information in this
document is not a commitment, promise, or legal obligation to deliver any material, code, or functionality. This document is provided without a
warranty of any kind, either express or implied, including but not limited to the implied warranties of merchantability, fitness for a particular
purpose, or noninfringement. This document is for informational purposes and may not be incorporated into a contract. SAP assumes no
responsibility for errors or omissions in this document, except if such damages were caused by SAP’s willful misconduct or gross negligence.

All forward-looking statements are subject to various risks and uncertainties that could cause actual results to differ materially from
expectations. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of their dates, and
they should not be relied upon in making purchasing decisions.

For all recent and planned innovations, potential data protection and privacy features include simplified deletion of personal data, reporting of
personal data to an identified data subject, restricted access to personal data, masking of personal data, read access logging to special
categories of personal data, change logging of personal data, and consent management mechanisms.

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SAP S/4HANA Cloud – upgrade process (APJ/EMEA/AMER Regions)
Business impact

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SAP Marketing Cloud
Upgrade to 2005

Time Schedule: Scope in What‘s New Document:

Note: Current state of planning, maybe changed by SAP at any time

without notice. All dates are proposed dates.

Patching Windows:

Customer contact receives an email with the

dates, progress and success.
Source: https://www.sap.com/documents/2017/01/867629d8-a27c-0010-82c7-eda71af511fa.html

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SAP Marketing Cloud
Innovation Highlights of Release 2005
Dynamic Customer Profiling and Segmentation
▪ Data File Load App now supports Permissions &
Subscriptions and checks Marketing Areas

▪ Interaction Details for Business Users

What’s New in Dynamic Customer Profiling and Segmentation
Data File Load App now supports Permissions & Subscriptions and checks Marketing Areas
Business Benefits
▪ Simple load of flat files for contact, corporate
account, interactions, product categories,
products, and (new with 2005 release)
permissions and subscriptions.
▪ Field mapping and preview of rows.
▪ Fast turnaround with file validation.
Data File Load App now also ▪ Safety net based on check of marketing areas of
supports load of permissions and the user.
subscriptions
Key Capabilities
▪ Field mappings are proposed based on the
attribute name of the imported file.
▪ Mappings of a file with same sequence of source
attribute columns get past mapping proposed.
▪ Template files (csv or xlsx) contain all fields of
object incl. extension fields.
▪ Target Attribute drop-down includes all selection
fields for the object, incl. extension fields.
In Validation Step, authorization ▪ Validation of file immediately shows missing
of user for marketing areas are configurations or incorrect data.
checked. ▪ New with 2005 release: Loaded data is checked
against marketing areas of the user, only records
assigned to marketing areas in user profile are
loaded.

More Information
See: Data Load App

Influence Requests solved

See: 205356: Restrictions on import data app

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 7

What’s New in Dynamic Customer Profiling and Segmentation
Interaction Details for Business Users
Business Benefits
▪ Increase level of detail available in contact
profile.
▪ Show extensibility fields of interactions.
▪ Improve 360° view of accounts and contacts.

Key Capabilities
▪ Navigate from contact/account object page to
dedicated UI.
▪ Show all business details of an interaction.
▪ Add extensibility fields and tailor UI
representation to your needs.
▪ Share your view on an interaction with
colleagues.

More Information
See: Interactions

Influence Requests solved

▪ Improve Interaction details view for business
users from contact factsheet
▪ Custom Fields in Interactions
▪ Interaction Data Browser - Detail Page - Add
custom fields

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 8

SAP Marketing Cloud
Innovation Highlights of Release 2005
Lead- and Account-Based Marketing
▪ Integration of Business Partner from Cloud for
Customer
What’s New in Lead- and Account-Based Marketing
Integration of Business Partner from Cloud for Customer
Business Benefits
▪ Simplify C4C lead creation processes in
terms of extensibility and robustness
▪ Ease of End-to-End Lead to Cash Business
Scenario
▪ Leverage B2B Contact to Account
relationships.
▪ Prerequisite to connect more than one C4C
system ​

Key Capabilities
▪ Business Partner replication based on SAP
Business Partner model.
▪ Provide Workplace Address for Corporate
Contact
▪ Transactional Data refer to SAP Business
Partner IDs.
▪ Provide scenario-based extensibility and
BAdIs for further mapping
SAP Sales Cloud SAP Marketing Cloud More Information
See: Integration with SAP Cloud for Customer -
Inbound Channel

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 10

SAP Marketing Cloud
Innovation Highlights of Release 2005
Campaign and Journey Orchestration
▪ Multichannel Campaign - Combine External
Campaigns with Direct Campaigns
▪ E-Mail Inbox Previews with Litmus
▪ Preview Text in Email Lite
▪ Content Block for Products in Email Lite
▪ Forms - Capture Interaction Attributes
▪ Forms - Improve Landing Page Security with Captcha
 What’s New in Campaign and Journey Orchestration
Multichannel Campaign - Combine External Campaigns with Direct
Campaigns Business Benefits
▪ In a single campaign, model the elements
that belong together without having to create
separate campaigns per channel
▪ Intuitively take follow-up steps on other
platforms by transferring contacts based on
In one campaign, support activities in SAP Marketing Cloud campaigns
not only messages on
various channels…
Key Capabilities
▪ Support for true multichannel campaigns:
Combine steps executed in the SAP
Marketing Cloud solution, such as sending
emails or mobile push notifications with steps
executed on other platforms, such as
displaying ads through Google Campaign
Manager.
… but also transfer audiences to ▪ Hand over audiences and create or assign
other platforms and integrate external campaigns anywhere in the
campaigns to run externally… automation flow.

With this release SAP supports the combination of steps

… also as follow-up steps in the executed in the SAP Marketing Cloud solution with steps
automation flow. executed on other platforms only for Google Campaign
Manager and custom integrations using the External
Campaign Execution.

More Information
See: Mutichannel Campaigns

Influence Request
241861 - Possibility to set up campaigns
covering multiple channels
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What’s New in Campaign and Journey Orchestration
E-Mail Inbox Previews with Litmus
Business Benefits
▪ Safeguard your email design so that emails
look great in any inbox.
▪ Previews of your email in 90+ apps and
devices built in seconds.
▪ Enhance built-in preview functionalities of
SAP Marketing Cloud with the extensive
preview capabilities of Litmus.

Key Capabilities
▪ Content Editor shows separate Preview tab
where Litmus functionalities can be used.
▪ Litmus functionality can be limited to specific
business roles via business catalogue SAP
Content with Litmus.

To use this functionality a separate Litmus license is

needed (not included in SAP Marketing Cloud license).

More Information
See: Using Email previews

Influence Request
234200 – Litmus Integration

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What’s New in Campaign and Journey Orchestration
Preview Text in Email Lite
Business Benefits
▪ Maximize inbox space.
▪ Increase open rate of your email.
▪ Control what content an email client shows
after your subject line.
▪ Keep most important information in subject
line, and let this text continue or reinforce it.

Key Capabilities
▪ Additional text element below subject line in
Content Studio allows you to add preview
text.
The preview text is ▪ Preview text is shown in recipient’s inbox’
short summary text that immediately follows
shown in recipient‘s the subject line.
inbox following the ▪ Preview text is not displayed in your email’s
subject line layout.
▪ Text, emojis and personalization attributes
can be used.

More Information
See: Design a personalized Email

Influence Request
209083 – Add preview text input in Content
Studio

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What’s New in Campaign and Journey Orchestration
Content Block for Products in Email Lite
Business Benefits
▪ Easily add product information from the
product database to your content.
▪ Changes in product database are
automatically reflected in the content – no
manual changes needed.
▪ Product block is first step to more dynamic
content blocks to follow in later releases
based on new framework.

Key Capabilities
▪ Content block is added to the content via
Product selection drag & drop from the content block menu.
defines the product ▪ Texts, images and links to product pages can
that should be shown. automatically be retrieved from product
Images and attributes database via personalization attributes.
are dynamically pulled
from product database More Information
according to product See: Product blocks in Email
selection.
New product block can
be added to the layout

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 15

What’s New in Campaign and Journey Orchestration
Forms – Capture Interaction Attributes
Business Benefits
You can now assign interaction attributes in
input fields to interaction elements in a form.
This allows you to trigger follow-up activities
specific to these attributes.

New Capabilities
• Add input fields for interaction attributes.
• Assign interaction attribute input fields to
specific interactions.
• Set default value for text input fields.

More Information
See: Input Fields and Interactions
Hidden input element for
an interaction attribute
Influence Request
237168 - Interaction attributes in Landing pages
New mapping object:
Interaction

Assign to one or more

interactions

Interaction attribute

Possibility to specify a
default value (for hidden
pre-filled values)

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 16

What’s New in Campaign and Journey Orchestration
Forms – Improve Landing Page Security with Captcha
Business Benefits
Use Google reCAPTCHA v3 to reduce the
likelihood of bot spam on your standalone forms
and forms embedded in landing pages.

New Capabilities
• Configure one or more captchas
Configuration • Add a captcha element to your form
• Specify an action name for analysis in the
Google reCaptcha v3 Admin Console
Type • Tune the threshold
• Define your own error message

Action Name More Information

Application Help:
• Captcha
Custom • Enhancing Form Security
Threshold Captcha Element
Integration Guide:
• Setting Up Captcha Configuration for Forms
Custom Error
Message Influence Request
234160 - Landing pages Security Features Like
Captcha

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 17

SAP Marketing Cloud
Innovation Highlights of Release 2005
Marketing Planning and Performance
▪ Enhancements in New Marketing Calendar
▪ Custom conditions for approval workflows
▪ Monitor Data Exchange Messages for Spend Planning
Integration with SAP ERP
What’s New in Marketing Planning and Performance
Color-Code Objects in the Marketing Calendar
Business Benefits
▪ Bring visibility to objects based on attribute
values.

Key Capabilities
▪ Based on authorization, the manager can set
which attributes and values can be used for
coloring.
▪ The expert and manager can use the defined
attributes for coloring the objects in the
marketing calendar.

More Information
See:
Marketing Calendar

Setting Up Colors in Marketing Calendar

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 19

What’s New in Marketing Planning and Performance
Filter on Campaign Spend Item in the Marketing Calendar
Business Benefits
▪ Filter on campaign using the spend item data,
including custom fields.

Key Capabilities
▪ Filter campaigns based on data set on the
spend item.

More Information
See: Marketing Calendar

Influence Requests solved

See:
https://influence.sap.com/sap/ino/#/idea/238799
Custom fields that are defined at
the spend item level will be also
available.

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 20

What’s New in Marketing Planning and Performance
Custom Conditions for Marketing Approval Requests
Business Benefits
▪ Use available standard fields or custom fields
for approval workflows.

Key Capabilities
▪ Available for campaigns, programs, and
marketing plans approvals.
▪ Available through BAdI implementation which
provides enhanced condition flexibility.

More Information
See:
Custom Conditions for Campaign Approval
Also available for Program and
Marketing Plan Approval
Workflow
Workflow Business Context.
Custom Conditions for Marketing Plans
Approval Workflow

Custom Conditions for Program Approval

Workflow

Influence Requests solved

See:
https://influence.sap.com/sap/ino/#/idea/216924
https://influence.sap.com/sap/ino/#/idea/217209
https://influence.sap.com/sap/ino/#/idea/236183

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 21

What’s New in Marketing Planning and Performance
Monitor Data Exchange Messages for Spend Planning Integration with SAP ERP
Business Benefits
▪ Monitor outbound Spend Planning integration
with SAP ERP.
▪ Reprocess data exchange errors.

Key Capabilities
▪ Monitor and reprocess errors. Errors are
shown by campaign ID.
▪ Define the business users that should be
notified when errors occur.
▪ Receive Fiori notifications.

More Information
See:
Monitoring Data Exchange Messages

Data Exchange Messages for Spend Planning

Integration.

Integration with SAP ERP for Spend Planning .

Campaign ID

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 22

SAP Marketing Cloud
Innovation Highlights of Release 2005
User Interface
▪ Side Navigation
What’s New in UI
Side Navigation
Business Benefits
▪ Efficient navigation through
always available side navigation

Key Capabilities
▪ Global side navigation
▪ Available for Marketing Expert role
▪ Re-uses structure and content
of SAP Fiori Launchpad
▪ Remembers opened groups
to quickly access them again

More Information
See: Working with the SAP Fiori Launchpad

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 24

What’s New in Extensibility
Embedding External Content Using Key User Adaptation Tool
Business Benefits
▪ Embed content from external sites using the
Key User Adaption Tool from Fiori.

Key Capabilities
▪ Embed content in the header or a section of
an object page application using an URL.
▪ Use context information from the application
in parameters of the URL to bring more
contextual information, for example the name
of a marketing plan or the ID of campaign.

More Information
See: UI Extensions and Embedding Content.

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 25

SAP Marketing Cloud
Tips & Tricks
▪ Marketing Organizer - Add campaign and related objects to a folder

▪ Import Campaign Success via New Communication Scenario

▪ Monitoring: Data Exchange Messages for Spend Planning Integration with SAP
ERP

▪ Enable multiple confirmations for new content editor

▪ Marketing Location: Easy Import and Segmentation Options

▪ Refined User Assistance for SAP Analytics Cloud Stories

▪ Extraction of Data using CDS Views

▪ Where-Used Feature for Individual Segmentation Attributes

▪ Reference architecture for Lead-to-Cash process in SAP Enterprise architecture

designer
Marketing Organizer: Add campaign and related objects to a folder

An enhancement is available when Marketing organizer allows Marketing

adding the campaign on the screen Experts to structure campaigns and related
to a folder in Marketing Organizer. objects in a folder structure.

▪ By default, the current ▪ “Add Current Objects” function in

campaign is selected to add it Marketing Organizer provides a user
to the folder. experience similar to “drag and drop”
for adding object to a folder.
▪ You can now pick other objects
assigned to the current ▪ This enhancement provides a more
campaign to add them to the streamline user experience when it
folder also. comes to organizing campaigns and
related objects, e.g. target group,
segmentation, program, etc..

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New Communication Scenario: Import Campaign Success Data
new

A new communication scenario is Additional information about the two

available to replace the obsolete communication scenarios:
one for importing campaign
success data. ▪ Both provide access to API - Import
obsolete
Campaign Success Data
New
▪ The obsolete one (Marketing Customer
Marketing Campaign Success Attribution
Integration (SAP_COM_0390) Integration (SAP_COM_0304)) also
provided access to two other API’s that
Obsolete have dedicated communication
scenarios, i.e. SAP_COM_0207 and
Marketing Customer Attribution
SAP_COM_0206.
Integration (SAP_COM_0304)
▪ For information about migrating from
the SAP_COM_0304 to
SAP_COM_0390, see the information
© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC note – 2913447. 28
Monitoring: Data Exchange Messages for Spend Planning Integration with SAP ERP
What and Why: How to deal with it:
▪ Use Message Dashboard app. ▪ 3 steps:
This is an administrative app.
1. Find out if there are errors with
▪ Ability to restart blocked data Marketing Application Log app,
transfer between SAP Marketing Message Dashboard app, or by
Cloud and SAP ERP. getting a Fiori notifications.
Administrators can subscribed to
▪ Complementary to the Marketing Fiori notifications when error
Application Log app. occurs.
▪ Before 2005, data transfer could 2. Investigate and correct the
not be restarted without SAP’s errors.
intervention. Now, you can do it on
your own! 3. Restart the data transfer.
© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC
Example
John released campaign 124 and Project 1_CUAN_123 is created
in SAP ERP.
Marie opened the project 1_CUAN_123 in edit mode in SAP ERP.
John adds a new spend item to Campaign 124; the integration
process tries to transfer spend item to SAP ERP by creating a
corresponding WBS Element, 1/123/1, in project 1_CUAN_123 .
The transfer is in error because it cannot create the WBS Element
1/123/1 in project 1_CUAN_123 since Marie has opened the project
1_CUAN_123 in edit mode.
Administrator Lucie receives a Fiori notifications that there is a data
transfer in error. Lucie checks the error and asks Marie why she is
locking the project. Marie closes the project ad Lucie restarts the
data transfer.
29
Marketing Locations: Easy Import and Segmentation Options

What and Why: How to deal with it:

▪ Import is now available directly ▪ Users with write access to

in the Marketing Locations app create marketing locations will
to quickly and easily see the automatically see the new
results of the import. Import button.

▪ The import has been enhanced ▪ New contact marketing location

to check Marketing Area attributes can be added to
authorizations of the user doing segmentation profiles.
the import.

▪ Contact most recent or

frequently visited marketing
locations can now be added as
segmentation attributes.

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 30

Content Studio: Dynamic Sender Address in Email Confirmations

▪ Confirmations in Content ▪ Create custom business

Studio already today allow to objects to store dynamic
add confirmations per sender address.
Marketing Area by using
conditions to show Marketing ▪ Use adapt UI functionality to
Area specific content. But the enable Sender Address field in Functionality is
sender address was limited to Send-on-behalf area. hidden by default,
can be added via
one address.
▪ Add dynamic sender address Adapt UI.

▪ Now also the sender address from custom business object.

can be dynamic so that
▪ Note: Make sure that sender
confirmations can be sent with
address is whitelisted at ESP
a Marketing Area specific
so that it is not blocked at
sender address.
campaign execution.

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 31

Marketing Analytics: Refined User Assistance for SAP Analytics Cloud Stories

Standard documentation for SAP Marketing business user are

Analytics Stories is now available in enabled to better understand
the Application Help in all SAP available Analytics Stories for
languages instant use

Each story is explained in detail with Documentation for every Analytics

its business purpose, and information Story can be accessed in the
about the capabilities (KPIs and section Business Features →
dimensions) is available. Analytics → Analytics Stories

The Analytics stories are now also Information about the

illustrated by means of appealing prerequisites, technical details,
screenshots and a version history complete
the documentation

© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 32

Marketing Analytics: Extraction of Data using CDS Views

Analytical tools

Efficient read access to data in the ▪ Blog available:

marketing cloud to extract them for https://blogs.sap.com/2019/10/29/a
use in external systems. bap-integration-replicate-abap-cds-
views-via-sap-data-hub/
Contacts,
Contacts, corporate accounts, ▪ Available fields:
interactions and target groups are Corporate Accounts
https://blogs.sap.com/2019/06/06/di
already available scover-cds-view-based-extractors- Interactions
from-sap-s4hana-cloud/ SAP BW
Target Groups
▪ Communication scenario
SAP_COM_0042 to replicate into Tableau …
SAP BW.
▪ Communication scenario
SAP_COM_0531 allowing customer
to extract data of enabled CDS
views in an arbitrary target BI
system.
© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 33
Segmentation: Where-Used Feature for Individual Segmentation Attributes

Identify where attributes are being Instead of painstakingly going through

used. segmentation models, building blocks,
Exchange obsolete data sources for configuration etc. to check whether a
current ones more easily by quickly specific attribute has been used, the
locating affected attributes. user can get a list of usages.

When attributes are outdated and Simply launch the segmentation

should be exchanged it's necessary configuration and hit the “Where-
to find all usages. Used” link of an object.
Get the list where the object is used.
See documentation Attribute Settings

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Integration with Sales Cloud and Commerce Cloud: Reference Architecture for
Lead-to-Cash Process in SAP Enterprise Architecture Designer

SAP Intelligent Enterprise Suite A reference architecture with

(IES) provides next-generation detailed information about data
customer experience by delivering flow for master and transactional
innovative solutions, that are data is now available for all SAP
modular, integrated, and span customer and partners.
across different business solutions.
It visualizes a template process,
The lead-to-cash scenario consists based on best practices and
of an end-to-end, integrated common scenarios, and can be
process flow starting from a adapted or extended based on
contacts or consumer’s intent or specific customer requirements.
interest to buy a desired product or
service It can be accessed through the
SAP Enterprise Architecture
More details can be found in the Designer
help portal
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Influence the SAP Marketing Cloud

SAP Customer Influence SAP Marketing Cloud Community

The idea The idea
Add your feature requests to our central Influence portal and let other Learn more about SAP Marketing Cloud – join this community to find out
customers vote on it. Ideas with most votes make it to the quarterly review more about the product, connect with product experts to get your questions
to be considered for the product backlog. answered, and find helpful resources and information.

Your benefits Your benefits

✓ One single channel to address improvement requests ✓ Easy access to questions and blogs
✓ Participation on all improvement requests through your voting ✓ Find the latest release highlights
✓ Transparent information on progress of improvement requests ✓ Explore SAP Marketing Cloud
✓ Check out the learning journey for SAP Marketing Cloud

influence.sap.com/marketingcloud https://community.sap.com/topics/marketing-cloud
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SAP Marketing Cloud
Coming up: Deep Dive Session
Register for upcoming Deep Dive Sessions

SAP Marketing Cloud 2005 |

Custom Conditions for
Marketing Approval
Requests

Free Expert Webinar

Date: May 19 2020

4:00 to 5:00 pm CET

SAVE YOUR SPOT

OR WATCH ON-
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Additional Resources

Click on icon: Further links:

SAP C/4HANA ▪ SAP Help Portal

▪ SAP Community Network
Webinars
▪ SAP Marketing Cloud.com
▪ SAP PartnerEdge
Newsletter
▪ SAP CX Works Expert Recommendations
User Communities

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Thank you.
Time for Q&A
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and SAP SE’s or its affiliated companies’ strategy and possible future developments, products, and/or platforms, directions, and
functionality are all subject to change and may be changed by SAP SE or its affiliated companies at any time for any reason
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