SAP Marketing Cloud Recent Innovations and Outlook SAP CX

FOR CUSTOMER AND PARTNER USE ONLY

Monika Bishnoi | Sreejith Govindan| Josef Ehbauer

October 15th, 2020

SAP Marketing Cloud –Recent Innovations and OutlookSAP CX Marketing

2FOR CUSTOMER AND PARTNER USE ONLY© 2020 SAP SE or an SAP affiliate company. All rights reserved. ǀ

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Marketing Cloud

Commerce Cloud

Drive traffic, personalize store experience

based on segmentation, provide product

recommendations, follow up with retargeting

Service Cloud

Identify brand champions,

mitigate churn, and create leads

for cross- and up-sell

Sales Cloud

Identify target accounts, plan joint

engagement, capture & share

leads and customer journey

insights

SAP Marketing Cloud embedded in the SAP Customer Experience Suite

Customer Data Cloud

Enrich central customer profile

and enforce consent in all

marketing activities

Trigger, brand and personalize any

customer conversation; enrich 360

profile with answers, analyze and

decide next best action

B2B

MARKETING

COMMERCE

MARKETING

OPEN MARKETING

PLATFORM

SAP CX Marketing Investment Priorities

FOUNDATIONAL

EXCELLENCE


SAP CX Marketing Investment Priorities

Focus Areas

▪ Journey automation

flexibility

▪ Content Editor

Enhancements

▪ Segmentation

flexibility

▪ Enhancements to

marketing profile

▪ Customer recovery

▪ Customer retention

▪ Couponing

enhancements

▪ Contact-to-Account

relationships

▪ Sales & Marketing

Alignment

▪ Digital engagements

for sellers integrated

in C4C

▪ Low-code Application

Development by Mendix

▪ Marketing performance

data extraction

▪ Business Events with

SAP Cloud Platform

Extensions

FOUNDATIONAL

EXCELLENCE

OPEN MARKETING

PLATFORM

COMMERCE

MARKETINGB2B MARKETING

Recent and Planned Innovations


SAP Marketing Cloud

Innovations : Functional Highlights (1/2)

Recent Innovations Planned Future

Q1, Q2 SAP Marketing Cloud Q3 - SAP Marketing Cloud Q4/Q1 - SAP Marketing Cloud

Foundational Excellence

• Service Industries & Utilities: Segmentation on contact

and agreements

• Data file load app for permissions, authorizations on

marketing area

• Color-Code Objects in the Marketing Calendar

• Filtering on Campaign Spend Item (including custom

fields) in the Marketing Calendar

• Custom Conditions for Marketing Approval Requests

• Inbox preview with Litmus*

• Multichannel Campaign Automation

• Product block in new email editor

• Service Cloud: Integration of ticket objects

Commerce Marketing

• Commerce Cloud Integration: Promotions and Coupons

• Commerce Cloud Integration - Context-Driven Services

Interaction Data


• Programs in Marketing Calendar

• Notes in Programs

• Actual & Committed Spend Load in Data File Load App

• Grouping objects in the new Marketing Calendar

• Identity provisioning and lifecycle mgmt.

• Personalize e-mails with contract-specific data

Commerce Marketing

• Plug ‘n’ play snippet for consuming offer

recommendation via SCP

• Simplified integration of Marketing offers within SAP

Commerce Cloud and other web properties


• Enable Fiori Theme Designer

• Enable Fiori Spaces and Pages

• Enhanced flexibility in journey automation

• Enhanced design flexibility in Email Lite

• Improved language handling in e-mail

• Data file load app; custom business object loads

• Self service for defining custom regions

• Large Scale data extraction for marketing plans,

programs and scores

Commerce Marketing

• Dynamic offer content in e-mail campaigns

• Segmentation on Coupon and offer data

• Restricted Access to Product Master

* Requires additional partner license


SAP Marketing Cloud

Innovations: Integration Highlights (2/2)

Recent Innovations Planned Future

Q1, Q2 SAP Marketing Cloud Q3 - SAP Marketing Cloud Q4/Q1- SAP Marketing Cloud

B2B Marketing

• Show interaction details to business users

• Integration of business partner from Sales Cloud

into Marketing for B2B Relationships

• Landing Pages: Captcha, Interaction Attributes and

Validation

• C4C Integration for BuPa master data and BuPa

Relationships via SOAP Services

• ON24 – Virtual Events

Open Marketing Platform

• Enhanced Survey Integration with Qualtrics

• Trade Promotions: Integration of Trade Promotions with

Marketing Calendar

• UI Extension Framework: Embed External Content

(iFrame) via key user adaption tool

• Litmus – Email Verification

• Google Analytics 360 – Anonymous to Known, Last

Click Attribution

B2B Marketing

• B2B Contact-to-Account relationships with end-to-end

campaign execution for email/SMS messages

• Flexibly create B2B leads that have no existing

association with an account

• Migration of C4C Integration of B2B relationships into

SAP Marketing Cloud

• Webinar/Event - extension fields in segmentation


• Adoption of SAP Cloud Platform based rules framework

for Marketing Scores

• Enhancement of mass-data extraction of marketing data

via CDS-views (for integration into 3rd party Business

Warehouses)

• Large Scale data extraction for campaigns and campaign

performance data

B2B Marketing

• Integration of Marketing Cloud with Multiple Cloud for

Customer Systems

• Marketing-driven sales enablement for B2B contact

relationships

• Integration package for MDM/MDI for Business Partner

and Business Partner Relationships

• Data Protection and Privacy – End of Purpose

Notification


• Low-Code Application Development with Mendix*

• Business-event handling for SAP Marketing Cloud

through SAP Cloud Platform Extensions*

• Automated provisioning of embedded SAP Analytics

Cloud plus deployment of analytics content by SAP

• Integration monitoring (CRUN)

• Qualtrics: Integration of SAP Marketing Cloud with

Qualtrics Action Framework

* Requires additional (partner) license

"Great things in

business are never

done by one person;

they're done by a

team of people.“

-Steve Jobs

customer-driven

enhancements

in 2020 to date

(Q1 – Q3) and

more to come

40+


Your feedback makes SAP CX Marketing stronger.

We are listening

In 2020 we delivered 40 features to date based on your feedback! More to come…

✓ Function to compare existing business roles

✓ Enable usage of seed List in Campaigns

✓ Enable a mail delay sending on hours

✓ Improve Landing Page Capabilities

✓ Automatic and default Link Title for Content Studio Emails

✓ Sort translation languages alphabetically in e-mails

✓ Allowing background color of a block in Content Studio

✓ Landing pages: Dependent Dropdowns like Country and Region

✓ Receive detailed Error Information when saving/releasing content

✓ Landing page interaction interests

✓ Manually manage attributes for Contact Upload CSV file

✓ Possibility to delete users from a list in "create business user"

✓ TPM Integration with SAP Marketing Cloud

✓ Ability to restrict custom fields at Spend Item level

✓ Personalize sender address for double opt-in confirmations

✓ Segmentation configuration error messages on removal of data source

✓ Restrictions on import data app

✓ Ignore Marketing Permission Check in Approval Workflow

✓ Position the Manage Workflows app separately from Marketing

Approvals app

✓ Landing pages Security Features Like Captcha

✓ Interaction attributes in Landing pages

✓ Add preview text input in Content Studio

✓ Multiple sender profiles for double opt-in confirmation emails

✓ Litmus Integration

✓ Custom Fields in Interactions

✓ Interaction Data Browser - Detail Page - Add custom fields

✓ Possibility to connect SAP Marketing Cloud to any BI tool

✓ Filter by standard and custom attributes at the Spend Item level in Calendar

✓ Ability to recall programs, campaigns, target groups etc.. that are in approval

✓ Target Group Name visibility in Segmentation modeler

✓ Possibility to use UTF-8-BOM CSV files that were created in Excel to upload contacts

with ä, ö, ü, è

✓ Add ID on the Interaction Data page

✓ 1:n – Is contact person of several companies

✓ Merge Contacts in the “Contacts” App

✓ Service Ticket Interaction: Navigation Link to C4C

✓ Forms: B2B Data including Company relation

✓ Program App – Ability to add/edit notes

✓ Grouping feature in Marketing Calendar NEW

✓ New Marketing Calendar: Campaign Name – Scroll Responsiveness


2020 SAP MARKETING CLOUD KEY INNOVATIONS

Foundational

Excellence

Commerce

Marketing

Open Marketing

Platform

• Email Lite Editor

• Automation

Flexibility

• UI Theme Designer*

• Fiori Spaces &

Pages*

• Device type analysis

in email campaigns*

• Contact-to-

Account

Relationships

• Robust integration

for Business

Partners

• Events with ON24

• Commerce

Promotion

Integration

• Marketing area

access restriction

of products*

• Dynamic offer

content in e-mail

campaigns*

• Large Scale data

extraction

• Low-Code Apps by

Mendix*

• Business Events

powered by SAP CP

Extensions*

• Additional Language

support*

* Planned Q4/2020, Q1/2021

B2B

Marketing

Recent Innovation:

Brand-new email

designer, easy to

use, for simple use

cases

and with built-in

email previews

powered by Litmus*

FOUNDATIONAL

EXCELLENCE


Recent Innovation

Advanced journey

automation: delay

flexibility, merge &

branch, multi-

channel flow

enhancements, seed

lists, and flexible

changes to running

campaigns

FOUNDATIONAL

EXCELLENCE


SAP Fiori Theme Designer with SAP Marketing Cloud

Planned Enhancement

Theme SAP Marketing

Cloud launchpad to

your corporate brand

design

FOUNDATIONAL

EXCELLENCE


Space and Page Layouts for Designing Content for SAP Fiori Launchpad

Planned EnhancementDefine the layout of your

home page based on SAP

delivered templates

Remove clutter and make

the launchpad more

straightforward and easier

to navigate using the

spaces and pages concept

FOUNDATIONAL

EXCELLENCE


Analyze the device type used for email engagements in campaign reporting

Planned Enhancement

Gain a better understanding of how

your customer is viewing your

email

Identify which device type was

used to open or click through an

email.

View the device type usage directly

in segmentation.

Analyze the device type

used for email open and click

through engagements in campaign

reporting.

229568 - Email Performance

Tracking: Desktop vs. Mobile

217463 - Performance data for

different devices, e-mail provider

FOUNDATIONAL

EXCELLENCE

https://influence.sap.com/sap/ino/#/idea/229568



Commerce Marketing

Recent Innovations:

Integrated Coupon

Promotions powered

by SAP Marketing

Cloud and SAP

Commerce Cloud

COMMERCE

MARKETING

See and use only the

products that you are

allowed to by marketing area

enabling, e.g. legal entity /

country separation for

campaigns, content,

recommendations…

Influence Request 209234 - Associate

marketing area to product

Marketing area access restriction of products

Planned Enhancement

COMMERCE

MARKETING



Planned Enhancement

Dynamically render offer blocks in

email campaigns based on the

eligibility of the recipient.

Recipients receive only those

offers for which they are eligible.

Global offers will be sent to all

recipients.

230765 - Dynamic content for email

templates.

Improved Dynamic Offer Content in Email Campaigns

Offer just

for coffee

lovers

Offer just

for parents

Offer for

everyone in

the campaignCOMMERCE

MARKETING



B2B Marketing

Recent Innovation

Next generation of

account-based

engagements based

upon the specific

nature of contact to

account

relationships

B2B

MARKETING


Robust Integration for Business Partners from Sales Cloud

B2B

MARKETING

Recent Innovation▪ Integration of business partner

and business partner

relationships from Sales Cloud

into Marketing Cloud

▪ Local, but hidden persistency of

Business Partner, with

subsequent extraction into

contacts and account, and

relationships

▪ Scenario-based extensibility and

BAdIs to influence data

integration



Recent Innovation

▪ Support separate reporting

tools to consolidate data

from various systems other

than SAC, e.g. SAP BW,

Tableau.

▪ These need to efficiently

access data of SAP

Marketing Cloud to extract it

for use in these kind of

external systems

OPEN MARKETING

PLATFORM

Large Scale data extraction, based on CDS Views

Contacts, Corporate Accounts

Interactions

Target Groups

Campaigns

Campaign Success

Scores*

Programs*

Marketing Plan*

Analytical tools

SAP BW

Tableau …

CDS Views released for

extraction

*Planned for Q4/2020

Planned EnhancementBuilt Business Apps on top of

SAP Marketing Cloud with Low-

Code Extensions powered by

Mendix*

OPEN MARKETING

PLATFORM

Low code Application Development Platform


Extended Capabilities using Business Event Handling

OPEN MARKETING

PLATFORM

Recent InnovationUse business events for extended

capabilities in marketing, for example to

▪ enrich address information with

geolocations

▪ synchronize contact permission and

subscription data with customer data

cloud

▪ send instant notifications to sales people,

subsequent to email campaigns

▪ use external influencing factors like

weather in campaigns

Business Benefits

▪ Enable business events in SAP

Marketing Cloud for consumption of

OData APIs in

SAP Cloud Platform Extensions* through

Enterprise Messaging

▪ Utilize the deployment service, managed

by SAP, for the Kubernetes cluster being

used by kyma runtime on SAP Cloud

Platform

Marketing Cloud

Commerce Cloud

Service Cloud

Sales Cloud

Customer

Data Cloud

3rd Party Solution

Kyma

* Requires additional SAP license


▪ Create email content in language dialects.

▪ Use additional language as Default

Language in Content Studio

▪ Upload contact and product descriptions in

additional languages.

Key Capabilities

▪ Support service for enabling additional

system languages with support ticket

“Request for Language Activation”.

Influence Requests213907 - Missing Email languages

210048 - Ability to enable extra languages

248490 - Enabling Serbian/Croatian/Slovenian in SAPMC

UI and in Email Templates as default language

Extend solution with additional Languages, for e.g. Content Studio and Product

Descriptions and Contact Data

OPEN MARKETING

PLATFORM

Planned Enhancement




Contact information:

Thank you.


Monika Bishnoi | | Josef Ehbauer

SAP CX Marketing

Global Solution GTM

[email protected]


Sreejith Govindan | Josef Ehbauer

SAP CX Marketing

Director Product Management

[email protected]

[email protected]

mailto:[email protected]

Documents

SAP Marketing Cloud Recent Innovations and Outlook SAP CX