Week 1: CRM and Marketing Overview

Unit 5: Target Groups and Campaigns

Target Groups and Campaigns
Marketing-to-Sales scenario – Overview and business value
Plan Capture Qualify Convert
Create
Analyze Capture
Define Hand Over Opportunities
Market and Create Execute Responses Qualify Measure
Target Leads to Quotes
Identify Campaigns Campaigns and Create Leads Success
Groups Sales Orders
Potential Leads
Contracts

See Business Scenario Explorer in: https://help.sap.com/viewer/p/SAP_BUSINESS_BYDESIGN

Scenario Explorer Overview
This scenario helps midsize companies, for whom the
conversion of leads into opportunities is essential, to
control marketing and sales processes to shorten the
Scenario/Processes sales cycle.
SAP Business ByDesign supports you from the market
Business Value
development, campaign management, lead generation,
and lead qualification phases, through to the
Scenario Flow opportunity creation phase.
Further Information You can execute targeted campaigns to generate more
leads, shorten the lead cycle, improve the conversion
rate into opportunities, as well as reduce the cost of
sales and marketing.
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC
Key Benefits
▪ Capturing, monitoring, storing, and tracking information relating to
customers, prospects, and partners to optimize contact management,
account planning, market segmentation, and relationship management
▪ Campaign management and response handling to allow follow-up
activities
▪ Streamlined lead and opportunity management to support the end-to-end
scenario
▪ Managing forecasts to ensure the fulfillment of sales quotas
▪ Microsoft Outlook integration to synchronize e-mails and capture
campaign responses, calendar entries, business partner data, and tasks
with Microsoft Outlook
▪ Built-in analytics and reporting lead funnel, opportunity pipeline, and win-
loss analysis
2
Target Groups and Campaigns
Marketing work center

KEY BENEFITS
Marketing Expert ▪ Manage target groups. Predefined queries help to keep the overview
▪ Create, execute, and track campaigns. You can also create responses
Key activities & ▪ Manage response options for campaigns to track follow-ups
responsibilities:
▪ Identify and manage target
groups
▪ Design, execute, and track
campaigns
▪ Receive responses from
customers and capture
for further processing and
analysis
▪ Plan events for customers
▪ Involve the sales team and
makes sure that account
history is up-to-date

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 3

Target Groups and Campaigns
Target group details: creation and update

KEY MESSAGE
Target groups can be created by: 1
▪ Account and contacts list,
▪ Target Group wizard or
▪ By selected reports
(e.g. sales order volume)
After initial creation you can
always add more members
manually

2
3

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 4

Target Groups and Campaigns
Target group – Options for adding and merging of target groups

KEY MESSAGE
Target groups can also be
intersected with or subtracted
from other target groups
▪ Manually add members
▪ Merge target groups
▪ Intersect target groups
▪ Subtract target groups

SAP Business Target Intersect target

ByDesign Customer & group 1 group 1 and 2
Contact Database

Use wizard, search Target Add new members

or report to define group 2 to target group 2
target groups

Target Subtract target group

group 3 1 from target group 3

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Target Groups and Campaigns
Marketing consent – Maintain and use marketing permissions

KEY MESSAGE
Sales and marketing employees can
mark accounts and contacts to be
excluded from outbound marketing
campaigns
3
1. Mark contacts to be excluded
from marketing campaigns per
communication channel (e.g.
mail, phone…)
2. Mark contacts to be verified
before being included in 1
campaigns
3. Include permission as criteria
for marketing target groups
2
4. Configure additional
communication channel
permissions
5. Set permissions using web
services e.g. from the Webshop
4

© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 6

Target Groups and Campaigns
Campaign – Options for response creation, export, and import

KEY MESSAGE
Responses to campaigns can be
created either in SAP Business 1 2
ByDesign by CSV upload or
automatically using the various
web services (e.g. Lead, Sales
Order etc.)
1. Manual response creation
from the campaign
2. Bulk creation of responses
from the campaign 3
3. By directly assigning the
campaign to the response
(e.g. lead, opportunity, sales
order etc.)
4. By Excel upload or web
service integration (e.g.
activity, lead, sales order for
Webshop, social media,
marketing automation) 4
© 2018 SAP SE or an SAP affiliate company. All rights reserved. ǀ PUBLIC 7
Target Groups and Campaigns
Example – Webshop integration for campaign-specific pricing and tracking

Customer Webshop Back End User Story

Consumers will be able to receive
campaigns from ByDesign and buy
products in the Webshop and receive
discounts from ByDesign campaigns
User & Account Account & Contact
Register Synchronize
Integration steps
Management Management
1 1. Initial load and bi-directional sync
Direct mail account and contact between
execution with ByDesign and Webshop
campaign ID Create campaign 2. Execute direct mail campaign from
(manually added 2 ByDesign with link to the Webshop
ID in mail which includes campaign reference
template) Assign campaign as link
discount list 3. Optionally assign a campaign-
URL with campaign ID parameter Shopping 3 specific discount list to the
https://.../?pk_campaign=1234 (with campaign reference) campaign.
4. Create sales order in ByD and
consume campaign-specific price
Campaign ID
Create sales order and tax from ByD
Checkout
Buy with campaign reference
5. Analyze campaign success with the
(with campaign reference) 4 standard reports including number
Campaign-specific
price of and revenue of orders

Campaign success Benefits for customers

with order volume Powerful and flexible marketing
5 execution integration
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Target Groups and Campaigns
Example – Marketing automation integration for external campaign and follow-up activities in ByDesign

Customer Marketing Back End User Story

Automation Consumers will be able to receive
campaigns from an external
marketing automation solution which
Register e.g. by Account & Contact Account & Contact is integrated to SAP Business
Synchronize
landing page Management Management ByDesign for follow-up sales
1
Campaign automation Integration steps
Create campaign 1. Initial load and bi-directional sync
Multi-channel account and contact between
campaign ByDesign and marketing
execution 2 automation
Campaign 2. Design and execute multistep
Reference
and channel campaigns and
track all customer interactions
3
3. Directly trigger follow-up activities
e.g. click mail
for sales employees in ByDesign
link Open channel: if product = XY Create activity for
from the campaign automation
e.g. create activity sales follow-up 4. Aggregate and rate responses
with campaign with campaign
ID code ID code before lead is created
Create lead for
Lead scoring
e.g. Adword if score > XY sales follow-up Benefits for customers
click
4 Best of breed marketing automation
Create sales order for any marketing channel integrated
with campaign reference to ByDesign as sales back end
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Target Groups and Campaigns
System demo: Create a target group, set up and execute campaigns

D E MO

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Target Groups and Campaigns
Summary

▪ Options for creating, adding, and merging of target groups

▪ Maintain and use marketing permissions
▪ Campaigns incl. options for response creation, export, and import
▪ Webshop integration for campaign-specific pricing and tracking

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