SAP today announced that it is rebranding its SAP Emarsys solution to SAP Engagement Cloud. The rebranding is part of SAP’s larger strategy to make interoperability a core business capability across the company’s portfolio.
But it’s not just a name change, Joanna Milliken, head of SAP Engagement Cloud, told MarTech.
“With the Engagement Cloud, we really wanted to… extend engagement beyond just marketing and beyond that traditional campaign, if you will, into real business orchestration,” Milken said. “For marketers to finally deliver on that promise of personalization everywhere and being relevant, wherever that interaction happens, whether it’s the end customer or the consumer, or partners, vendors or employees.”
SAP Engagement Cloud is part of SAP’s core, which means more information is now available to marketers. Instead of relying on inventory data, for example, it is now visible in customer and supply chain data. Engagement Cloud governance, compliance and enterprise scale all come from SAP.
In SAP Engagement Cloud, access to performance data is more natural and faster. Users will rely on transferring data back and forth and hunting down the right person or system that has access to the data they need.
In the past, Milliken said, the effort required to create something as routine as an abandoned shopping cart email was “heroic.” That’s not the case anymore.
“We just saw the biggest opportunity in terms of marketing or abduction,” he said.
Is ‘wedding planner’ a role we will see in the future?
Milken said his conversations with clients are becoming less about explaining why it’s important to use data. Instead, they focus on how they can use data for personalization. In large businesses, he said, customers are trying to rotate their data to go beyond traditional campaigns.
In fact, Milliken said he sees some marketing roles that could evolve into an “engagement builder.”
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That role will continue to do engagement and engagement, but can begin to look at monitoring methods, rules and operating conditions, and focus less on journey builders and campaign builders.
“When we have agents on board with us, like advertisers, we’re able to do the jobs that need to be done,” Milken said. That means steps like segmentation are handled by agents and assistants that create dynamic user flows.
SAP Engagement Cloud, an enterprise application, is available today. It combines advanced business management and architecture features and offers users a flexible solution to accommodate, for example, a company changing its business model from B2B to DTC.
Existing SAP Emarsys solution capabilities are always available within SAP EngagementCloud. Customers can use new capabilities incrementally, based on their priorities and readiness.
