Name: Explaining Lead- and Account-Based Marketing in SAP Marketing Cloud
Uploaded: 2024-7-3
Duration: 644 s
Description: In this video, you will learn how SAP Marketing Cloud helps you to nurture and qualify demand to hand over to your Sales department. You will also see how SAP Marketing Cloud allows you to apply a more targeted approach for particular accounts to drive business growth.

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<div><div><div><div><div>In this video, you will learn how SAP Marketing Cloud helps you to nurture and qualify demand to hand over to your Sales department. You will also see how SAP Marketing Cloud allows you to apply a more targeted approach for particular accounts to drive business growth. </div></div></div></div></div>

Explaining Lead- and Account-Based Marketing in SAP Marketing Cloud

In this video, we will focus on lead and account-based marketing. When it comes to B2B-oriented setup, lead and account-based marketing is a primary business scenario of SAP Marketing Cloud. SAP Marketing Cloud has implemented features and functions to support your daily work as a marketer or sales representative, with the goal to increase your profits and create more efficient working processes. Lead management focuses on high-volume demand generation. Best practice marketing automation techniques help to create highly qualified marketing leads for a meaningful handover to sales. Sales reps take over to further nurture leads, turn the leads into opportunities, and ultimately convert those opportunities to win deals. When we talk about account-based marketing, we are focusing on the strategy that coordinates marketing and sales activities, which drives business growth with a targeted set of accounts. If we compare both, account-based marketing focuses on up to 100 target accounts. If your organization manages more accounts, a healthy lead management strategy can be a driver for volume business. When it comes to functionality, lead management is primarily supported by lead campaigns, call qualifications, and lead nurturing. The business goal is high pipeline generation in a retention business and for fast land and expand. The business goals for account-based marketing are to generate success in new markets and portfolios as well as to win Lighthouse customers. When it comes to lead management, we can define the marketing process with the following phases Score, Stage, Segment, Transfer, and Measure. SAP Marketing Cloud gives you the ability to define simple rule-based and predictive scores which become relevant for accounts and contacts if activated. By staging contacts based on these scores, we can define dynamic staging with the help of lead stages. Whenever an account or contact reaches a predefined lead stage, a qualification for further action can be set up. Using this method, a lead transfer can be set up out of a stage-based target group. Staging a contact can be automated by setting up logical stages such as Inactive, Inquiry, Prospect, and Qualified, followed by the final stage name, Lead. The stages return a dynamic target group which continuously collects data. The lead transfer to a sales system like SAP Sales Cloud can be done in two steps. We will see both in a minute. It's important to remember that measuring the lead management is an important piece in the overall marketing strategy. At the end of the process, tracking the lead transfer includes the three following points. Returning information to SAP Marketing Cloud about the respective objects in the sales system, like confirmations or assignments. Returning updates related to the specific objects. And tracking success with lead dashboards and stories, which are accessible using the Analytics and Report Gallery in the SAP Marketing Cloud. Because the lead management process is covered by a lot of applications and steps in the software, we will only look at some essential functions related to the overall picture. Let's now focus on the lead transfer process. It must be done in two steps. The first step is to calculate the lead stage, which is done using the application job. Analysis can be done on single runs to compare the flow over time. Of course, the staging and target group definition steps need to be done in advance. The second step for a handover to the sales system is the creation of a campaign flow, which is done using a lead campaign. This can be either a blank or email campaign using a lead action or a lead campaign with the campaign type e-lead transfer, which includes a specific rule for contacts to reach, triggering the handover of the lead. By using this option, each contact who is part of the target group assigned to the campaign can be transferred to the sales system based on the campaign-related interactions. Here, an association to a predefined lead stage isn't needed in the campaign flow. The transfer is based on contact decisions for the respective branch the contact is following while interacting with the campaign. In the same way, it is also possible to create a call qualification in the appropriate sales system by configuring your campaign flow. Here a phone call related to the associated contact is created directly as a marketing driven sales activity. All the required information like contact and activity data is pushed directly to the sales system for further processing. In addition to the lead management capabilities we looked at earlier, marketers are also able to work with lead nurture streams in SAP Marketing Cloud. The lead nurture stream application allows you to concatenate different campaigns and build up a flow based on campaign level. We should be aware that different stages can be created in the application, which can be described as funnels operating from top to bottom. Contacts who have opened recent campaigns are valid targets for the next campaign that follows in the higher overall flow. In general, the Lead Nurture Stream application should be used in addition to the lead management processes we looked at earlier. This feature can be used to support your campaign planning and automation with dependencies at the campaign level. Let's have a short overview of the end-to-end marketing process of of account-based marketing. As we looked at earlier, the five key phases are identify, understand, engage, orchestrate, and measure. In the first phase, we want to identify and understand the accounts with the greatest business opportunity. Therefore, we have functionalities for spotlighting accounts and setting account-based marketing relevance. We can access a wide range of account details like scoring, lead status, and permission management. Also, we have already identified that we need to understand the needs and people, which matter for our target accounts. In the third phase, the engagement phase, we drive interest and action with selected accounts and contacts. Your marketers should set up some programs and campaigns combined with some meaningful content according to your marketing tactics. Finally, the relevant accounts will be assigned to the campaigns as they build the bridge between your targeted members and the content created. In the fourth phase, the orchestration happens, a well-coordinated motion between marketing and sales. While running, you can monitor your campaigns to see how the campaigns are evolving and reaching the targeted accounts over time. These executions also enable the transfer of information to your sales team. The last phase is about measuring the data for even better results in the future. Let's now have a closer look at the unique account-based marketing features SAP Marketing Cloud offers. When it comes to account identification and engagement for further processing, you can start identifying your accounts and contacts using the Spotlighting Accounts app. Here you can find all relevant account and contact level information at a glance, giving you sufficient results in a short amount of time, which are optimized for business users. A list and filter helps you navigate to each account in the system, which can then be investigated further. Information about contacts, interactions, leads, scores, marketing permissions, and more can be found here. Gain business insights related to opportunities and sales orders, as well as product recommendations based on the account's buying history. Of course, there are also other apps which focus on viewing data for more technical users. For working with accounts in the next step, simply mark the account as ABM Relevant in the account overview list. Preparing the ABM Relevance may be done manually or by means of integration from SAP Sales Cloud, using, for example, the ABC classification in the SAP Sales Cloud business partner. In the next step, add your ABM Relevant accounts to a target group. Note that prepare your content, the marketing programs and campaigns are part of the engaging phase and can be done before or after preparing the target group with ABM-relevant accounts. After the campaign is over, you can use the Campaign Performance Analysis to monitor your success or navigate to one of the various analytics stories, which can be accessed using Analytics and Report Gallery. At the campaign level, you can get a variety of live information from the system, such as bounced messages and click rates. The analytics dashboards on top will help to track your ABM KPIs and help with your strategy planning. This leads us to the end of the high-level overview of SAP Marketing Cloud's account-based marketing features. If you want to understand the whole process around lead management in more detail, please look at our videos and documentation provided on this channel, or on other SAP-communicated content sources. This wraps it up for the overview on lead and account-based marketing for SAP Marketing Cloud.