Developing Lead and Account Management

A set of Lead and Account-Based Marketing scenarios shows how a marketing expert nurtures the contact base, focuses on accounts, hands overqualified potential buyers and their activities to sales, and monitors success so as to drive closer collaboration between marketing and sales.

Account-Based Marketing (ABM) is a strategy that coordinates marketing and sales activities to drive business growth within a targeted set of accounts. These are brought to scale by enabling marketing automation tools and technology.

Lead Management is a strategy that applies established best-practice marketing automation techniques in volume business. It is thus possible to generate and qualify demand for handover to sales in order to reach conversion and deal closure with existing and new customers. The flexible data model of SAP Marketing Cloud allows you to apply Lead Management capabilities in B2B, B2B2C, and B2C business with considered purchase business models, either in parallel or independently.

For more information, see Marketing Lead Management.

The following graphic shows the core aspects of the ABM and Lead Management strategies, and how they differ:

By integrating SAP Marketing Cloud and SAP Sales Cloud for Customer, the bridge between marketing and sales is built so that processes can be harmonized across SAP Marketing Cloud marketing and sales SAP Cloud for Customer channels. In sharing the same business partner and business document data, marketing is able to deeper support sales in the process of converting interested persons and potential buyers to real buyers. The integration between SAP Marketing Cloud and SAP Cloud for Customer supports the following business scenarios:

• Lead Transfer
• Call Qualification
• Marketing-Driven Sales Enablement

In addition, the transfer of campaign data is possible for already started campaigns.