Name: Introducing SAP Engagement Cloud, enterprise edition
Uploaded: 2026-3-17
Duration: 573 s

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<div><div><div><div>This video provides an overview of the SAP Engagement Cloud, enterprise edition, covering key features and business benefits. Through a B2B use case - new customer activation across countries - you’ll see business areas, automation with engagement events, audiences/segments, corporate accounts, and omnichannel content and channels in action. It also briefly touches on integrations (APIs, Universal Schema Builder) and analytics.</div></div></div></div>

Introducing SAP Engagement Cloud, enterprise edition

Welcome! In this video,  we'll provide an overview   of the SAP Engagement Cloud enterprise edition  highlighting its key features and benefits. The SAP Engagement Cloud enterprise edition  enables personalized interactions  across multiple channels, creating consistent, relevant experiences at scale. It unifies engagement with customers,  partners, and internal teams  to drive stronger connections,  better insights, and growth across  the entire business ecosystem for both B2B and B2C models. It centralizes enterprise data in a single account for efficient management  and integrates with external systems via APIs. Our cloud-native solution empowers teams  to securely scale interactions  across brands and regions. To guide you through the system,  we'll use a common B2B scenario: personalized and automated new customer activation by country. This illustrates how businesses can engage  new customers effectively by targeting  specific countries with tailored messages. Let's start at the Home page where the most used and important features are accessible. You can right away spot  the Business Area selector at the top. But what are Business Areas? Business Areas allow enterprises to separate data and restrict access  according to different business units,  countries, brands or other criteria they define. Administrators with the right permissions  can create Business Areas  in the enterprise edition. In SAP Cloud Identity Services,  administrators define Authorization Policies or  or Groups to control access to specific Business Areas. Once they are defined, the users are assigned to one  or more Authorization Groups. For our use case,  countries such as France and Germany are defined as Business Areas and assigned to users and contacts in their respective countries. A contact can be an existing customer  or a lead as well. If the user is Pierre,  a marketing manager for France and Belgium,  he will have access  to assets like email campaigns  and target contacts  within those Business Areas. Now, let's navigate to Automation Programs to demonstrate the new customer activation flow   and explore the connected capabilities. Here, you can create audience-based or  event-based programs for your Business Areas  Audience-based programs are used for batch  or recurring communications like monthly newsletters. Event-based journeys trigger immediate responses to contact actions, such as viewing a specific product or abandoning a cart. We already have our program configured, so let's summarize its flow. This program activates new customers in France  after a contract is signed. It sends a welcome email,  then guides contacts through role-based paths  and adapts to key milestones like the kickoff call and the first campaign launch  to deliver timely messages and support. Now, let's highlight some main nodes,  the building blocks of the program. The entry point is an event triggered in an external system via Engagement Events. Engagement Events allow you to process  behavioral data from external systems. It supports segmentation for targeting,  a monitoring tool for troubleshooting and event attribution for reporting, The next node to highlight is used to select  a segment that defines the target audience. Segmentation options include - contact data-based, like opt-in - Geolocation - email behavior and - predicted web behavior - channel interaction - corporate account data-based, like industry - event data - business specific data and - sales transactions. Combined Segments let you consolidate  different segment types into a single segment. Let's briefly cover Corporate Accounts. They are companies or organizations  your business has a relationship with. This data comes from a CRM system,   like the SAP Sales Cloud,  and can be used for segmentation and targeting. Corporate Accounts can be managed individually  or grouped in lists. For our scenario, we use a combined segment  that targets contacts whose company signed  the contract within the past seven days  and who opted in within the same period. After defining the target audience,  let's focus on personalization,  content and channels. To increase engagement across channels  and applications, use omnichannel personalization tokens  like first name, vouchers  and images you upload to the Media Database. Content Design within the Brand Center  lets you create design themes  and preset variables to manage the style and appearance of content blocks. It enables asset reuse  across Web Channel and Mobile In-app campaigns. We'll talk about these channels soon. For email,  you can design new templates  or copy and customize a prebuilt one. So, on which channels can you use these features? SAP Engagement Cloud supports multiple channels: · Email:  HTML or block-based built from templates Mobile Engage:  In-app messages and  Push notifications in your mobile app Mobile Wallet:  Generate and update passes using the Google  and Apple wallet features. Conversational Channels:  Messaging via WhatsApp and Line SMS:  Text messages sent to mobile phone numbers Web Channel:  Overlays and embedded messages on your website Web Push:  Browser push notifications Digital Ads:  Social media integrations, including Facebook and LinkedIn For our program, we included emails,  but any of the supported channels  could be used instead. Let's take a quick look at the welcome email. Across channels,  the content editors follow a similar structure. A guided workflow at the bottom  walks you through settings,  content creation, and scheduling if the message is not part of an automation program. The content page is consistent across channels,  with tabs on the left  for settings such as personalization, a live preview for editing,  and options to send test messages. Additional options specific to each channel  are shown when relevant. In our welcome email, we use personalization,  links, styled blocks, and product data. To improve the subject line,  we can use the AI-assistedSubject Line Generator. We can also check how the email renders  to specific clients like Outlook and preview it for a specific contact. Back in the program,  let's review the action nodes. The Wait for Event node reacts to incoming events  within a set time window. In our case,  these events are milestones like  the kickoff call and the first campaign launch. The Filter Switch splits contacts  based on whether they are in a given segment. Let's move to data integration. SAP Engagement Cloud  provides APIs for seamless data input and  easy integration with other systems like the SAP Customer Data Platform. The primary data types you can add are: Contact data Corporate account data Product data Engagement Events Sales Data Now let's check out Universal Schema Builder. It connects to external databases,  such as Google Big Query or SAP Hana Cloud,  and brings segmentation and personalization  into one shared structure. This lets you use the same data  without copying it into SAP Engagement Cloud,  providing a simple, efficient, and scalable way to work with external data. Once your data is ready  and you have sent your messages,  it's time to measure effectiveness using the analytics tools in SAP Engagement Cloud. The Unified Dashboard  gives a comprehensive view of revenue,  contacts,  and engagement by channel,  with links to detailed reports. The AI-assisted Report Builder helps you generate flexible email reports using AI. Audience Reporting provides comparative metrics for contacts in selected segments. Event Attribution measures cross-channel  campaign impact and highlights  touchpoints specific to your business. Revenue Analytics shows the overall  revenue impact of your marketing activities  within the system. Campaign Analytics  provides cross-channel trend reporting to evaluate campaign performance. Integrated Custom Reports  let you view external dashboards and reports  from third-party platforms, such as SAP Analytics Cloud. This concludes our SAP Engagement Cloud  enterprise edition overview. We've covered the key features that are essential for enhancing customer engagement. Thank you for your attention!