Imagine you’ve got the best customer portal in the world. And no one knows about it.
E-Commerce platforms play an increasingly vital role in B2B. They support sales teams by allowing customers to order replacement parts via self-service, offer immense cross-selling and up-selling potential with personalized product or service recommendations, and enhance customer engagement across multiple channels, driving more leads and increasing revenue.
But to realize these advantages, customers need to know about the digital value you’re providing — through effective marketing. SAP’s Emarsys is a leading cloud-based, multichannel marketing solution for B2B2C commerce. So, what benefits does it offer?
Diverse Touchpoints
How do potential customers hear about your web shop? Through email, web, social media, or app — the touchpoints are varied and can be managed individually. SAP Emarsys offers easy integration via the CRM Ads add-on for precise product advertising on platforms like Facebook and Google. Ad placement can be refined with calculated metrics such as product affinity, predictive segmentation, or lifecycle segments. By connecting SAP Emarsys to your website, Customer Engagement Platform (CEP) data can personalize content. Customer profiles can also be enriched with browsing data by integrating a tracking script into your website.
Automated Campaigns
In the Emarsys Automation Center, you can create, validate, and automate “engagement programs.” These range from simple transactional mailings (such as order confirmations) to sophisticated multistage, multichannel programs like event countdowns or win-back campaigns. The goal: Get customers and prospective customers to register and leave a digital footprint, enabling better personalization of future campaigns.
Personalized Content
By integrating Emarsys with web shops and customer portals, businesses can leverage customer data to deliver individualized and relevant messages. Emarsys synchronizes and merges data sources in real-time, converting them into personalization variables. It partners with major e-commerce providers like Shopify, making it easy to synchronize store data with the customer engagement platform via pre-configured interfaces.
This allows companies to segment customers by various criteria such as purchase history, interests, or demographic data. For example, individual product offers or service recommendations can be sent by push email or within targeted campaigns — for instance, to users who have logged a specific complaint through an integrated service tool. Pre-made templates, or “Tactics,” make it easy to build integrated, cross-channel campaigns that respect marketing consent rules.
From Cart Abandoners and First-Time Buyers to Repeat Customers
With the platform, companies can create automated workflows triggered by specific customer actions. For instance, a workflow can be set up to trigger when a customer adds an item to the cart but doesn’t complete the purchase. In such cases, SAP Emarsys can automatically send an email to remind the customer of the cart and offer an incentive to complete the purchase. Additionally, the platform offers automated recommendations and cross-selling and up-selling options post-purchase.
Revenue Analysis Dashboard
The Revenue Analysis Overview gives marketers a snapshot of the cumulative revenue impact of all campaigns, along with a comparison of the most profitable automation programs and campaigns. If needed, a detailed analysis can be accessed for further insights.
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