Marketing – Lead and Campaign Management: Product Demo

Learn how the SAP Customer Relationship Management rapid-deployment solution – lead and campaign management features – can help you more efficiently support the marketing function by managing the leads developed for them.

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    • Now, I take action directly from the calendar by clicking on the blue bar and drilling down into my “green notebook” launch campaign, a multichannel campaign program with several components. First, I’m going to focus on my e-mail campaign. Here, I can review key details, including the campaign objective and tactic, the schedule, and my target audience. Next, I drill into the target audience. The segment builder allows me to define target audiences using a graphical, easy-to-use, interactive tool. The attribute list gives me relevant information about customers, including those who are likely to buy “green” products, those who are unlikely to do so, and those who are indifferent. I easily drag and drop these criteria to create my target audiences. Based on this, I’ve developed an accurate target audience for my campaign. Now, I want to go back to the e-mail campaign to look at the e-mail form that customers will receive. Here is the e-mail form that I’m going to send to customers to promote the new green laptop. When I send the e-mail, the software will dynamically personalize it with names and content that’s tailored for each customer. I’ll also include a link to a survey so I can receive feedback. These are the key questions I want my customers to answer. Based on the answers, I can automatically generate leads and score them, enabling me to know which customers to follow up with. That’s how SAP CRM helps me set up an e-mail marketing campaign. Now I’m going to set up a parallel telemarketing campaign that will be executed by a third-party vendor. I’m going to reference an existing telemarketing campaign template that’s already been defined. The template is prefilled with best practices information and steps − like the campaign type, objectives, tactics, and priorities − but I can change any of this information as needed. Once I’m done with any changes, I click save. Then, I execute the campaign. SAP CRM automatically creates a spreadsheet file with customer contact information. I can send this file to the third-party vendor to execute the telemarketing campaign. The vendor conducts the same qualification survey that I used in the e-mail campaign, enters the leads in a file, and sends it back to me in a week. Then, I load the lead qualification data from the telemarketing campaign into SAP CRM using the lead import functionality. I can review and audit the lead information displayed by customer number, transaction type, and so on. Drilling down into a specific lead, I can see the lead details, including the qualification level for this lead. Clicking in the survey, I can see the answers that were captured for this lead. Now, I want to send the information to a member of the sales team for follow up. The automated lead-distribution engine assigns a lead to the best-qualified sales agent based on the prospect’s information and the profile of the agent – in this case, Melanie Richard. When I save this, all the lead and survey information will be shared automatically with Melanie so that she’s empowered to follow up with the lead. Now, I want to see the overall performance of the green laptop launch program. Here, I see how many leads I’ve got in Q1 and whether they’re open, lost, or accepted by sales. I can view the leads by qualification level and see the overall status of all the leads.
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