How to Apply Campaign Automation to Third-Party Marketing Service Providers

  • by Matt Mantooth, Education Consultant in the SAP CRM, SAP NetWeaver Administration, SAP ECC, and SAP NetWeaver BW Curriculum, SAP
  • August 23, 2010
Discover how to facilitate a simple automated campaign for campaign enrollment. In this example, a sample third-party marketing company handles email delivery and response handling.
Key Concept
Companies can use the SAP CRM campaign automation tool to take advantage of automated marketing campaigns while still having the flexibility to outsource key components of the process. They can take advantage of the email channel to directly communicate with prospects and customers because it is effective from a communication and cost standpoint. For many companies, the supporting processes needed to facilitate the use of an email channel are a huge undertaking. You can achieve a significant ROI by providing services to communicate with prospects and customers via an email channel without sacrificing efficiency in marketing programs.

Many companies face challenges working with vendors to facilitate components of a business process, such as disconnected IT environments and mixed systems and data formats. Marketing is one department in which vendors frequently provide products and services that are then incorporated into a marketing plan. These vendors perform tasks such as creative development, direct mail production, list preparation, data enrichment, media procurement, delivery, and response analysis. From a technical perspective, it can become challenging to seamlessly incorporate marketing service providers into your automated campaigns in SAP CRM. However, technology advancements in the area of integration, such as Web services, mean better opportunities to ensure smooth business process execution across landscapes and network boundaries.

I’ll show you how to trigger an automated campaign element using data supplied by a third-party vendor to ensure a smooth-running marketing campaign. Several variations of this solution are available. In the example that follows, I demonstrate the use of SAP CRM external list management (ELM) to import the third-party marketing vendor’s responses. Alternatives to this method include using Web services or Web forms. The bottom line is that using third-party marketing services should not prevent you from using campaign automation functionality in SAP CRM. You can still automate the campaign processes even if these processes are not all carried out in your system’s processing environments.

I will demonstrate how to set up an automated campaign that enrolls prospects into a follow-up campaign based on responses to an email blast from a third-party service partner. The responses are uploaded using ELM. I’ll show you how to use the ELM upload to create transactions that in turn trigger the workflow associated with the automated campaign and enroll business partners into the customer segment associated with the follow-up campaign.

Matt Mantooth

Matt Mantooth is an education consultant at SAP in the areas of SAP CRM, SAP NetWeaver Application Server, SAP ECC, SAP ERP HCM, and SAP NetWeaver BW. He has more than eight years of SAP CRM and technical consulting experience. Matt holds an SAP CRM 7.0 associate level certification and a bachelor’s degree in information systems from the University of Alabama, Birmingham.

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