How To Market With Sap Crom

Transcription

1 Learn how Bentley Systems enables Lead Nurturing and Marketing with SAP CRM Kiran Koons, Sean McKenney

2 AGENDA Introductions Learning Points SAP CRM at Bentley Process Overview Deep dive on Marketing Prospects Marketing Prospect and Lead Nurturing Wrap-Up

3 ABOUT BENTLEY

4 LEARNING POINTS Understand the advantages of the Marketing Prospect Object in SAP CRM for Marketing Gather tips on how you can support Lead Nurturing and Prospect Nurturing in CRM Learn how you can take advantage of activities and leads generation for tracking user interaction

5 SOLUTION LANDSCAPE

6 SAP CRM INSTALATTION FACTS Live with SAP CRM EHP1 currently SAP CRM since 2006 Replaced Seibel with SAP CRM Total number of CRM Bentley ~1200 Supports 17 languages Supports 37 sales organizations ~ 1.5 million business partners Transactional volume / day ~ 3K

7 KEY BUSINESS PROCESSES SUPPORTED

8 MARKETING PROCESS FLOW SYSTEMS

9 MARKETING PROSPECTS GOALS New contacts who are not yet ready to engage with Sales To improve and validate the quality of our prospect data and learn more about their profile and interests Marketing prospect features: Individual contact and company information in a single record Ability to capture and update prospect profile information, interests, preferences, and opt-in/opt-out permissions Workflows for promoting marketing prospects to business partner records Improved data quality checks

10 MARKETING PROSPECTS GOALS (cont.)

11 MARKETING PROSPECTS IN SAP CRM

12 MARKETING CRM AND EXACTTARGET

13 MARKETING ATTRIBUTES AND USER PROFILE 1:1 Marketing requires a robust profile so target audiences can be segmented for campaigns Goals Create self-service attributes for users and prospects to maintain Create colleague-maintained attributes to further enhance segmentation Create derived attributes, so accounts with a hierarchy can inherit attributes Enhanced user profile supported on both, marketing prospects and business partners

14 USER PROFILE

15 MARKETING ATTRIBUTES IN SAP CRM 175 Attributes covering preferences, product notification preferences, permissions regarding their communications from Bentley, infrastructure and practitioner alignment, etc.

16 SAP CRM CAMPAIGN ELEMENT

17 SAP CRM SEGMENTATION Segment Marketing Prospects, Contacts, and Accounts High volume segmentation for marketing prospects Individual campaign elements contains both marketing prospect and business partner segments

18 CAMPAIGN ELEMENT EXECUTION After the Target is created and assigned to a campaign element, the campaign is released, which kicks off a job to export data to ExactTarget Real-time job completion notification visible on the campaign element

19 SAP CRM CAMPAIGN ELEMENT IN EXACT TARGET

20 MARKETING MARKTEING ATTRIBUTES Marketing attributes mapped to publication lists in ExactTarget Publication lists in ExactTarget are used to opt in and out of campaign topics Used for global unsubscribing of Bentley communications Specific product/interest opt in/out Indicators of work industry for more targeted marketing

21 TRACKING DATA FROM EXACTTARGET IN SAP CRM From Exact Target

22 LEAD AND ACTIVITY GENERATION Interaction with users is tracked in SAP CRM as a marketing activity or lead Any interaction with a marketing prospect is tracked as a marketing activity Interaction with a contact person is tracked as a marketing activity or lead based on offer/tactic scoring

23 TRACKING ACTIVITIES FOR MARKETING PROSPCETS Capture marketing prospect interaction Scoring based on offer/tactic (campaign element) Use of rapid applications toolset to design marketing activities for marketing prospects

24 PROSPECT NURURING PROCESS FLOW Capture marketing prospect in SAP CRM Scores are calculated based on the offer (campaign element) rating on the associated marketing activity Combination of prospect score and completion of data determines conversion to contact person and leads

25 PROPSECT NURTUING IN SAP CRM

26 HANDOFF TO SALES CONVERSION TO LEADS

27 KEY LEARNINGS Marketing Prospects is not a business partner, but can be used to capture contact information for those who are not yet ready to engage with sales You can use SAP CRM rapid applications toolset to build applications to manage business demand for nonstandard SAP functionality Take advantage of the bi-directional exchange of information between SAP CRM and ExactTarget for achieving effective marketing SAP CRM open architecture has allowed us to seamlessly integrate with ExactTarget

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29 THANK YOU FOR PARTICIPATING Please provide feedback on this session by completing a short survey via the event mobile application. SESSION CODE: 0105 For ongoing education on this area of focus, visit