SAP Marketing Cloud Review

SAP
Product:
Vendor:
Founded:
Headquarters:
SAP Mktg Cloud
SAP
1997
Munich, Germany
Ownership:
Customers:
Deployment Model:
Free Trial:
Private
Unknown
Cloud, On-Premise
Yes
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SAP Mktg Cloud At A Glance

Good: Ability to pull and analyze large customer data from various sources, ease of creating campaigns without IT involvement, advanced analytics features.
Bad: Too complex for a small business.
Bottom Line: End-to-end marketing platform that helps B2B marketers track customer journey from first interaction to purchase.

Product Overview

The SAP Marketing Cloud (formerly SAP Hybris) platform is an e-commerce platform designed to help marketers better understand customer behavior. It’s powered by the SAP HANA in-memory computing, which allows for accommodating big data, so marketers can analyze large amounts of customer data sets from different sources.

SAP Marketing Cloud integrates with other SAP solutions (such as SAP Business Objects). It can be deployed in a private or public cloud environment.

Features

Here are some key features of SAP Marketing Cloud:

With Dynamic Customer Profiling, marketers can analyze large sets of customer and prospect data within a single view. Those large data sets are typically pulled from multiple data sources, such as email, social networks or customer purchasing history. Other features include:

  • Profile dashboard for analyzing customer interests and activity while interacting with a particular brand
  • A customer journey map for viewing the stages from first contact to purchase
  • Predictive analytic tools for analyzing customer trends

The Audience, Campaigns and Journeys feature allows marketers to provide personalized campaigns to customers in their preferred channel (email, web, mobile or social). The customer profiles help marketers send targeted messages to customers in real time. Marketers can also easily create campaigns within the module without having to involve IT.

The Marketing Planning and Performance feature tracks the budget, campaigns and other activities of all marketing efforts. The marketing calendar lets marketers track all campaigns within a single place. Marketers can also share information on each campaign, track campaign results and expenses, and create campaigns and other content with automated tools.

The Marketing Analytics feature tracks the data of all marketing performance. Marketers can create analytics and reports on various efforts, such as leads, customer interactions and campaigns. There is also a specialized dashboard targeted for Chief Marketing Officers (CMO) and other executives for a top-level insight into the marketing performance of the company.

The Lead and Account-based Marketing feature helps marketers and their sales teams work together by providing sales qualified leads. Marketers can use the lead dashboard to track the number of leads either by campaign or by a specific time frame. This module also integrates with the SAP Cloud for Customer CRM platform so marketers can easily find pertinent information on each lead.

Target Market

SAP Marketing Cloud is intended for all business sizes in a variety of industries, such as retail, tech, manufacturing, media/publishing and finance. We’ve listed 10 of its clients below:

  • Bridgestone
  • The Chamberlain Group Inc.
  • Gulfstream
  • Krones
  • Levi Strauss
  • Nestlé
  • Papa Murphy's
  • Samsung
  • Ted Baker
  • Volkswagen

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Implementation/Integration

New clients can participate in the 30-day free trial of the SAP Marketing Cloud. The length and scope of the implementation depends on several factors, such as client requirements and integration with other SAP or other vendor systems.

SAP provides training options on its solutions, such as instructor-led training and self-paced programs. The training can also be geared towards specific roles, such as IT developers, project managers or business users. SAP also offers certification programs.

Customer Service & Support

Users can access the SAP Marketing Cloud portal, where they can browse articles, watch videos or engage with other users via the community forum.

Pricing

SAP Marketing Cloud has three editions: Standard, Professional and Enterprise. The Standard edition offers dynamic customer profiling, audiences, campaigns and journeys, marketing analytics, lead management and account-based marketing.

The Professional edition adds on e-commerce features, enhanced campaign management and access to the SAP Jam collaboration tool. The Enterprise edition includes all of the Features of the Professional edition, plus marketing budgeting and machine learning features.

SAP doesn’t publicly release its pricing information. Please contact the company directly for a quote.

 

Shortcomings

Although SAP Marketing Cloud is intended for all company sizes, it may be too complex for a small business. Small businesses looking for a cloud-based marketing automation software that doesn’t require too many components can check out our other reviews.

Screenshots

SAP Screenshot 1
SAP Screenshot 2
SAP Screenshot 3

About

Hybris was developed in 1997 originally as an e-commerce solution for small-to-medium-sized businesses. It took a different approach in the mid-2000s as a multi-channel commerce solution. In 2013, it was acquired by SAP and now goes by SAP Marketing Cloud.

 

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