How to Design Multi-Stage Campaigns in SAP Cloud for Customer

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With SAP Cloud for Customer 1602 release, marketing administrator can design multi-stage campaigns.

Today many organization use marketing campaigns to reach out to the right set of customer with the right content/message. One of the most commonly used method of reaching out to the right target audience is executing multi stage campaigns.

Let us take a use case; an automobile manufacturer is launching a new variant of a vehicle which was launched some years back. Marketing manager would like to reach out to customers who are interested in upgrading to the new variant.

To allocate resources rationally he wants to divide the campaign into several stages. Besides he is also planning to benefit using several communication channels. Every channel is unique in its own way and he would like to leverage the right channels for each stage when planning this multi-stage marketing campaign. 

Leveraging SAP Cloud for Customer marketing capabilities, the marketing administrator can design the following stages: -

Stage 1:-   To inform the target customer who own the older variant, about the launch of the new variant.

Goal     : - To inform and check if existing customer would like to upgrade to the new variant. Additionally he would like to filter out customers who might be interested in the new variant.

Interaction: - Customers are informed about the new launch through an email campaign. The administrator has also attach a link to the email template and would like to filter customers who have clicked on the link to explore the new model online.

With new action 'Update Target Group' in the campaign design the marketing administrator would like to automatically assign members who have clicked on the link to TG2.

Stage 2:-   To contact members who clicked on the new modelxx web page and check if they are interested to take a test drive.

Goal     : - To contact filtered customers who explored the new model variant and Create a new Tele-campaign for these members.

Interaction: - Customer who clicked on the new model XX web page  were automatically added to the new target group. Marketing administrator would then like to create a new tele-campaign for these members. Phone call activities are created automatically for each member in the target group and then assigned to respective account owners/telesales representative. Telesales representative then checks his assigned phone calls activities in the system and capture response.

Marketing administrator can either assign the calls to respective customer owner ( if the party determination for phone call activity is configured correctly) or can assign the call to a particular employee.

Stage 3:- To add members who responded positively after the test drive to be contacted by the sales representative and close the sales. 

Goal     : - To filter customers have reacted positively after the test drive and then handover these leads to respective sales representatives.

Interaction: - Customers who reacted positively to the test drive should be contacted separately by sales representatives via phone call and leads should be created for these customers.

From SAP Cloud for Customer 1602 release you can filter respondents from a campaign and create a new Target group .

With an example illustrated above , you can now design and execute complex multi stage campaigns in SAP Cloud for Customer.