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What is Lead Management in SAP Marketing Cloud? I believe many inexperienced people are helpless about it. For this reason, this article summarizes the causes and solutions of the problem. Through this article, I hope you can solve this problem.

SAP Marketing Cloud provides a comprehensive set of marketing applications that help marketers focus on customers, cultivate contacts, and create leads and campaigns.

Marketing Lead Management

Lead Management integrates business processes between marketing and direct/indirect sales channels to drive higher value opportunities through improved demand creation, execution, and opportunity management.

It contains all the measures the company takes to convert potential buyers and interested individuals into actual buyers.

The first step in lead management is to identify potential customer contacts who are interested in making a purchase. Evaluate purchase intentions by analyzing contacts 'reactions to marketing campaigns and store information about them in interaction records.

For example, the module that sends emails in Campaign adds Click Through to identify contacts with purchase intentions and create leads:

All interactions that click on links to view web pages via email are recorded.

Use the Score Builder app to create a new Score Rule to measure lead readiness and segment contacts:

Remember to maintain the position of the Score Rule we created just now in the Segment, so that it can be used for subsequent lookup.

Create a new Segment Blocks on the Segment Building Blocks screen:

Using the Score Rule(named Lead Quality Score) we set up earlier, we can classify contacts according to their lead readiness. Enable contact filtering based on ratings to collect leads ready contacts into dynamic target groups created by segmentation.

Lead stage

In the Lead Stage app, we can define multiple stages and assign subdivision blocks to a Lead, and assign contacts to different lead stages.

Precision marketing with the Lead Nurture Stream app.

Up to 7 stages are allowed, with 15 campaigns per stage. Campaign nodes and stage nodes are executed according to a strict sequential relationship to lead customers step by step.

Set the start time and cycle execution period.

The contact nurturing process starts with the contact identification phase and can continue through the remaining phases by segmenting contacts and creating dynamic target groups for each phase.

After assigning target groups to the appropriate stages, marketers can define the information shared with those contacts at each stage. Marketers share information by creating a series of simple marketing campaigns related to each stage. The content of each marketing campaign is specific, relevant to each phase, and varies from phase to phase.

Transfer Leads

Use the Transfer Leads app to create lead transfers that regularly provide qualified marketing contacts for sales.

As a prerequisite, the contact has completed the nurturing process that qualifies him or her as a potential buyer. As a result, these contacts have reached the lead readiness state. The app provides the following:

(1)Quick overview of all thread transfer activity including scope (i.e., object of interest)

(2)Hand over contacts in the sales system that triggered lead creation

(3)Plan automatic cyclic transmission function

(4)Monitor ongoing cue transmissions to make trends visible

(5)Execution history of active thread transfers

Thread transfers contain state related to previous operations. The status of the thread transfer determines which subsequent actions are allowed.

Create a Transfer Leads, note that Target Group and Marketing Area should correspond to the same.

Set the cycle for Lead execution.

Interests: You can select items of interest.

Tags: Used to group similar thread transmissions. You can select an existing label or create a new label. On the Transfer Leads overview page, we can filter by tag.

Interests and Tags are transmitted to the sales system as augmented lead information.

Transfer Leads can view the execution status and logs after a period of execution. The bar chart shows the number of people performing each transfer.

Click on a histogram to see the transmission list.

Click the contact that pops up again, can view the detailed information of this contact.

Account Based Marketing

Purpose: Identify and engage the right customers and contacts to drive business growth.

Account Based Marketing(ABM) consists of five phases:

Based on the data available in SAP Marketing Cloud, we can identify which customers are relevant to ABM policies.

After identifying customers relevant to our ABM strategy, we can start interacting directly with our customers 'contacts, creating emails, planning marketing initiatives, and running campaigns using all the capabilities available in SAP Marketing Cloud.

You can refine your ABM strategy by iterating through the five stages of the diagram above.

Spotlighting Accounts -Spotlighting Accounts

Displays a list of all company customers and navigates to details such as customer contacts, customer team members, interactions, etc. and focuses on selected customers in customer-based marketing.

Allows identification of customers relevant to customer-based marketing. Customers can be selected for processing by sorting or filtering, for example by country, market or industry.

Click on a company customer on the overview page to view details of that company customer.

The header area includes contact data for corporate customers as well as tiles for primary contacts, key members, and selected ratings.

(1)Customer data: Includes read-only customer information copied from the source system, such as name, industry, and address.

(2)Related to ABM: When a company customer is tagged as related to customer-based marketing, the tag appears in the header area.

(3)Key Members: Displays key members as specified.

(4)Primary Contacts: Displays primary contacts based on designation. Display information includes the name, department and communication details of the primary contact (click to call directly). Click on contact details to get more specific contact information.

(5)Popular Followers: Based on interactions over the past six months, the system lists the customer's popular followers.

(6)Rating: Customer Interaction Rating is displayed by default. When you select another rating as a favorite on the Rating tab, this rating is replaced by the new rating.

Details of the company's customers can be found on the following tabs:

Facts: Provides organizational data for corporate customers.

Company customers can be marked as ABM related by editing. This ensures marketers focus on these customers and execute more specific marketing strategies.

The Contacts tab provides an overview of all contacts for a customer. You can tag primary contacts in the Main Contact column.

The Engagement Score field indicates the degree of interaction with a contact based on the number of Inbound interactions and comparison to other contacts. The higher the score, the better the interaction.

Target Groups can be created directly from the Contacts page.

The Interactions tab provides an overview of who interacts and who to follow, as well as the channels through which current corporate customers interact with us, clicking on each interaction to see interaction details.

The Account Team tab provides an overview of all account team members responsible for the current company account. You can designate a contact in Key Member as the key employee responsible for the current company customer.

The Origins tab provides a list of data sources for the current company customer and shows which data is derived from which source system or source. The tile highlighted in the center represents the customer's best record, which is the most valuable contact master data stored in a single record.

The Scores tab explains the various heuristics and predictive scores of your company's customers and can help you identify whether a customer has the potential to be a reference customer or is a suitable candidate for processing. Click on the star to change the display in the header.

The Number of Recently Active Contacts area shows the number of contacts belonging to customers that have had at least one inbound interaction in the past three rolling weeks.

The Account Engagement Score area, on the other hand, displays the engagement score value, which explains the customer's engagement level based on a comparison with the sample set over a fixed time period.

In addition to the above scores, you can define external scores in Prediction Studio, but you must import their values first.

Permission Marketing tab: Provides an overview of all license marketing data applicable to your company's customers.

Corporate customers or contacts may have multiple email addresses or phone numbers associated with different licenses and subscriptions. The best recorded data is marked with a medal icon. This is the primary data associated with corporate customers or corporate customer contacts.

After reading the above, do you know what Lead Management is in SAP Marketing Cloud? If you still want to learn more skills or want to know more related content, welcome to pay attention to the industry information channel, thank you for reading!

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