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The marketeer, jack of all trades, master of all

Imagine that you have one tool.

  • Marjolein Callant
    Marjolein Callant

In this series about SAP Customer Experience Portfolio, we look at the solution from the perspective of four key users. This blog is dedicated to the marketeer

Three weeks. That is the time David Ogilvy, the father of advertising, spent on creating the headline for a legendary Rolls Royce ad in 1958. Those were the days that branding was everything and marketeers were focusing on radio, television, and print. Nowadays, in this world of omnichannel, social media and real-time e-selling, branding is not enough anymore. And that’s what makes the task of Lien, our responsible of the marketing team, so challenging. She has to act like a jack of all trades and has to master it all.

Lien: brand specialist, growth hacker and data analyst

Marketeers like Lien must speak several languages as they work together with several departments. They speak advertising with copywriters and designers, they talk about conversion and sales targets with sales and they need to speak IT with the departments managing the data of the company. Last but not least: they really need to understand what customers are saying. That complexity of tasks and objectives resulted in an explosion of tools used by marketeers. At Buffer, a famous IT marketing company, they use more than 60 tools to manage all marketing operations.

Imagine that you would have one tool that helps you to build campaigns, create pipeline, and captures feedback. Imagine that you would have 360° view on each customer. And that you could set up intelligent and highly personalized communication flows with each contact. That one tool would allow you to keep an eye on your branding, initiate growth programs and provide you with the data to take smart marketing decisions.

SAP Customer Experience: master it all

Lien has to make sure that the customer feels happy and engaged from the initial contact up to the moment of sales. It is a process of building trust and converting a prospect into a returning customer. How is SAP Marketing Cloud enabling Lien to build the perfect marketing journey for the customer?

SAP Marketing Cloud has a planning and budget module to allocate Lien’s resources. Lien can segment all contacts based on available data (demographic, transactional, social…) and send out highly personalized (and if she wants automated) campaigns across all channels.

The power of centralizing marketing

SAP Marketing Cloud centralizes all marketing actions and customer reactions across all channels in beautiful dashboards. It qualifies and scores all interactions. By working step by step, Lien is able to nurture each contact up to a point where a direct sale (e.g. in a store or on the webshop) or assisted sale (e.g. by a sales representative in B2B) becomes possible.

It’s all about data

SAP Marketing Cloud has another big advantage compared to other marketing automation solutions. By working natively together with SAP S/4HANA, it has immediate, reliable, and real-time access to all data of the other departments in the company. No scoring, segmentation or customer analysis is worth your 50 cents if it is not based on a solid data foundation. 

Creating growth as a marketeer is the number one challenge. Let us help you and provide you with the right solution. I will be very happy to share experiences with you.

The four personalities of Customer Experience

The customer is my passion. I’m writing about the CX challenges for the different departments. You might also be interested in: 

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