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Difference between Lead Nurture Stream and Customer Journey Manager

vervinckt_joyca
Active Contributor
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Hi,

There's two new things in SAP Marketing: Lead Nurture Stream and Customer Journey Manager.

Lead Nurture Stream is explained in this webinar; and on SAP Help. But I can't find the app in my own (cloud) system nor in the SAP Free Trial system...

Customer Journey Manager is explained on SAP Help and can be found on the Free Trial System. And it looks exactly like the Lead Nurture Stream...

What's the difference between the two?

Kr,

Joyca

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Hello Joyca,

can you please check if the Lead Nurture App is assigned to your role? It has been part of the 1805 cloud delivery already and you can find it in the Application Catalogue or under "Lead Mangement". Please check again.

Lead Nuture Streams and CJM look similar but are intended for different use cases:

- Nuture Streams are like "campaigns on rails" and customer will be moved from action to action until they qualify for the next stage. Final goal is to qualify customers and focus on the most promising ones. Advantage is that you have an automatic long running flow that can generate leads continously for your business. This application is more targeted for B2B but can also be used for B2C. The LNS application is controlling the schedule, target group and sequence of campaigns. Additionally it has an own logic in the background to skip activities for customers who already received a specific message or to move them to the next stage or back. Focus is on a tactical, long running approach.

- CJM is more a planning tool to manage and structure tacticts in a loosley coupled way. Goal is to get an overview about specific intended activities along a customer journey, but without a dedicated logic of sequencing, skipping or filtering of customers. In other words: it is a planning tool that can help to think and structure along the customer journey.

Hope I could help you.

Regards,

Guido Lammers

Product Management SAP Marketing Cloud

vervinckt_joyca
Active Contributor
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Thanks Guido!

I found back the app for Lead Nurture steams after all; seems I had personalized my launchpad that much that the "Lead Management" group was empty and was not shown, I saw it when I was in "edit homepage" and did a reset on the Lead mgmt group.

As the CJM is just newly added on the Free Trial 1808 system (as announced in this blog) I confused it with the Lead Nurturing app. (would Lead Nurturing be added to the Free Trial system as well?)

Kr,

Joyca

Former Member
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Nice comment guido.lammers !

Cheers, Anton