CLOUD FOR CUSTOMER – MARKETING FEATURES V1.3

Tailored for SAP Hybris Cloud for Customer Starter and Edge Edition

By Tiziano Menconi

DISCLAIMER: This guide is not an official document from SAP. This guide was created by Tiziano Menconi to help new customers to approach the Marketing features of SAP Hybris Cloud for Customer Starter and Edge Edition. Some of the information below is also valid for other editions of SAP Hybris Cloud for Customer. Please note that the label of some options may change slightly depending on the edition of SAP Hybris Cloud for Customer, and release version. This guide was created with version 1602 and tested again on version 1605 and 1608.

MARKETING FEATURES

Most of the sales processes start with research and engagement of the customers. SAP Digital CRM is an all-in-one cloud CRM that gives you the right tools to start your sales process. SAP Digital CRM includes Marketing features which allow you to schedule campaigns and keep track of customer engagement. Customer interactions (such as “open the email” or “click on links”) can be translated into notifications or automated leads in SAP Digital CRM.

NOTE: Before proceeding with the steps below, it will be necessary to activate the marketing features by following the steps indicated in the FAQ about adding DKIM to DNS.

1.1. FIRST STEP – ALLOW DOMAIN

To start, it’s necessary to allow email domain in settings.

< Settings E-Mail Marketing Channel Allow Domain >

The email domain must be the same as the “From Address” in Marketing Content Email Template

For example, if we want the customer to see the email as if it was sent from info@abc.com we need to allow abc.com in the domains (under settings) and enter info@abc.com in the “From Address” field in the email template.

1.2. SECOND STEP – TARGET GROUPS

It’s necessary to create a Target Group for the recipients that will receive the marketing emails.

< Marketing Target Groups New Save and Open >

Marketing Features Guide by Tiziano Menconi

The process takes few seconds. Once the Target Group is created, one can add accounts, leads, and contacts from the window “Members”. It’s possible to filter and search, add all the contacts or just those that are selected.

It is also possible to create Target Groups with dynamic determination (e.g., one can set that the members of the group are refreshed every week and are picked under certain filtering options).

1.3. THIRD STEP – EMAIL CONTENT

The marketing email that is uploaded requires a specific formatting, such as:

- File type: HTML- File Encoding (you can change it from “Save As”): UTF-8

HTML SKELETON: You can find more information about the skeleton for the template from the Cloud for Customer Admin Guide in here https://cp.hana.ondemand.com/dps/d/preview/0cec219614e94fd3bdd0f0561e9b70e0/1511/en-US/frameset.htm?187ca321763d101486f28e8a97845ebd.html

NOTE: The email template must include a placeholder to unsubscribe. The format of the placeholder to unsubscribe is:

<p><a href="mailto:{/FormCampaignExecutionPlaceholder/MailingPermissionDenyMailToURI}">Click here to be removed from future marketing mailings.</a></p>

Once all of these requirements are met, we can upload the template.

To upload the template go in < Marketing Content New > and select < E-Mail Template Save and Open >

On the left, we can enter the “From Address”, and “Reply-To Address”. On the right side, under “Languages”, we can “Add” a new email template.

If the file was written with placeholders to make it editable, it’s possible to change the format under “Design”. From here it is possible to change the template of the email in real time and add placeholders (e.g., first name, company name etc.).

Once all of this is done, we need to save and then activate the template.

< Action Activate >

1.4. FOURTH STEP (OPTIONAL) – LEAD SCORES

Marketing Features Guide by Tiziano Menconi

< Marketing Lead Scores New >

Add name for the Lead Scores.

< Save and Open >

From here it’s possible to set triggers if the customer “Opened E-Mail”, “Submitted Form”, “Clicked Link”, or the “Engagement Score” level of the lead, etc.

The engagement system goes by points, and we can set it up so it increases or decreases the points. We can set it so that if the engagement score has a certain value, the SAP Digital CRM system will automatically “Create Lead” or “Create Activity”, or “Seat Lead Qualification Level”.

At the end of the setup, one needs to activate the lead scoring.

< Actions Activate >

1.5. FIFTH STEP – MARKETING CAMPAIGN

This is the last mandatory step for the creation of a marketing campaign.

< Marketing Campaigns New Save and Open >

The key points to activate a marketing campaign are the schedule (you can set up the schedule under details) and the interactions of the marketing campaign.

To set up the schedule: click on “Edit” and then change the schedule under “Details”.

To set up the marketing interactions: move to “Build” and then add a Target Group (select the email template and then click “Apply”), and other interactions such as “what should SAP Digital CRM do in case of (a) email interaction or (b) clicked link”. You will have a list of possible actions on the left of the screen. For example we can make it so that the sales rep receives a notification if the email is open, or so that SAP Digital CRM automatically creates a lead if the customer clicks on one of the links. The summary of the campaign will be in the middle of the screen.

At the end of this process, activate the marketing Campaign by clicking on Actions > Activate.

Once the campaign is activated, we can check the performance of this campaign (small dashboards) under results.

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Marketing Features Guide by Tiziano Menconi