In this deck you will find best practices for marketing in the high tech industries. See how the NHL, Samsung, Nikon and more are using techniques such as contextual marketing and predictive analytics to be more relevant to their customers.

1. High Technology:
Marketing Best
Practices for Hi-Tech
SAP HYBRIS
SLIDESHARE CUSTOMER ENGAGEMENT

2. Customer Engagement: Best Practices in MARKETING
Engaging today’s
customers means focusing
on every area of your
business that comes in
contact with them.
The core pillars of
customer engagement
include your front office:
§ Marketing
§ Commerce
§ Billing
§ Sales
§ Service
It’s not just technology
that must be up-to-date –
it’s also internal business
processes and the
organization itself.

3. Software is everywhere:
Smart products are
disrupting how products
are marketed and sold.
Customers expect a
consistent and
compelling experience
at every stage across all
channels, including
when researching,
becoming aware, and
deciding to buy.
Convenience of
subscriptions is
replacing ownership of
products – customers
need to know this is
available.
Customers expect
instant availability of
solutions across all
channels.
Key Trends Shaping the High Technology Industry

4. Marketing is Broken
MARKETERS ACCEPT A
2% CONVERSION RATE AS
‘GOOD’, IGNORING THE
EFFECT ON THE 98% WHO
DO NOT CONVERT.
THE CUSTOMER IS ONE OF
HUNDREDS OF THOUSANDS
OF TARGETS, BOMBARDED
WITH IRRELEVANT
MARKETING.

5. The Solution - Make Marketing Contextual
THE OLD APPROACH: BOMBARDING WITH GENERIC MESSAGES:
DOES NOT WORK.
Customers do not like
receiving irrelevant ads or
pitches.
No longer a homogenous
audience – every customer
is unique and needs to be
understood through data
and individualized attention.
17% of organizations
optimize interactions by
applying a 360-degree view
of each customer in
marketing tactics.

6. Contextual Marketing for High-Tech Products
How do we delight our
customers and grow the
relationship?
Contextual Marketing is the
new “must-have.” Curate
your message to match the
behaviors of customers as
they use:
§ Social media, like Twitter, Facebook,
and the Web
§ Their smartphones and tablets for mobile
shopping and browsing
§ Their desktops for mobile shopping,
browsing and live chat with reps
§ Their feet to visit stores and shop in-person
§ Their phones for talking live to customer
service
§ Courier services for receiving their
purchases or sending back returns
§ Traditional postal mail for receiving catalogs
and materials
Marketing happens at any
point in time along the
journey. Use the right
message for the right media.
Keep it personalized,
prompt, and interactive.

7. Market Contextually Across Channels
54% OF MARKETERS HAVE
SUCCESSFULLY INTEGRATED
CAMPAIGNS ACROSS
CHANNELS.
Forrester, 2015
A GREAT MARKETING TECHNOLOGY
SHOULD BE ABLE TO RECOGNIZE EACH
INDIVIDUAL’S JOURNEY AS UNIQUE AND
PROVIDE THE SAME PERSONALIZED
EXPERIENCE EXPECTED FROM
CUSTOMER SERVICE AGENTS.

8. Focus on the Customer
A commissioned study conducted by Forrester Consulting on behalf of SAP-Hybris and Accenture, September 2015 / Factoids deck, slide 2
Consolidate customer
information and actions
across multiple channels
and sources.
Target and segment
through granular
customer insights.
Personalize the
engagement with
contextual and relevant
commerce-enabled offers.
Continuously and
relentlessly enrich their
profile with explicit and
implicit signal data.
Bridge the gap between
what customers expect
and what companies
provide.
Give them what they
have already told you
they want:
§ Transparent prices and product details
§ Personalized recommendations based
on signal data
§ A wide and relevant selection
§ Excellent customer service and support

9. Focus on the Customer
Example: NHL
§ Real-time engagement with 30
million fans
§ Consolidate dozens of data
sources, from merchandise and
tickets to paid subscriptions
and fantasy hockey
§ Target fans based on their
favorite teams, players, and
sentiment
§ Increased revenue and loyalty
from merchandising,
GameCenter subscribers and
tickets
§ Better personalization across
different channels
§ Improved targeting and
marketing execution
GOALS TECHNIQUES BENEFITS
§ Improved marketing and
predictive analysis

10. Focus on the Customer
EXAMPLE: Luxottica
§ End-to-end marketing
process
§ Create 360 golden customer
profile
§ Provide high-speed
segmentation
§ Use real-time data feeds for
highest level of accuracy
§ Engaging with consumers in
a smarter way
§ Better customer experience
§ Higher return on marketing
investment (ROMI)
GOALS TECHNIQUES BENEFITS
§ Improved marketing
segmentation and predictive
analysis

11. Focus on the Customer
EXAMPLE: Samsung*
§ Build Global CRM process based
on single platform
§ Establish global standard loyalty
program
§ Reduce lead time in creating
campaign plan and target groups
§ Integrate with predictive analytics
§ Recognize the right customers
at all of channels
§ Understand what customer wants
§ From Pushing to engaging
§ Real-time data analytics
§ High-performance customer
segmentation
§ Marketing optimization through
predictive analytics
§ Real-time analytics on campaign
performance
We have chosen SAP CRM and CEI as global standard CRM application due to
high-performance capability in planning and analytics. The result of adopting is that we
can spend much more time on knowing customer than just changing SQL statement.
Head of CRM, Samsung Electronics
GOALS TECHNIQUES
MARKETING
BENEFITS

12. Focus on the Customer
EXAMPLE: Nikon*
Expand commerce capabilities to
the rest of the product lines and the
rest of the countries in the
Americas
§ Complete solution globally
§ Execution of sales programs
§ Internationalization capabilities
§ Messaging and support
information tailored to specific
customers and buying channels
§ Speed and ease of use for large
order processing
§ Expanded product assortment
and regions
§ Increase in customer satisfaction
and loyalty
GOALS TECHNIQUES
MARKETING
BENEFITS

13. Focus on the Customer
EXAMPLE: BOSE
§ Gain better understanding and
insight into customer
requirements
§ Plan and execute sales visits
more effectively
§ Complete solution instead of
spreadsheets and paper notes
§ Planning of sales activities and visits
§ Management visibility into sales
activities
§ Regional collaboration with all data
in one place
§ Improved data quality through
increased visibility
§ Visibility into entire presales
process
§ Effective customer visit planning
thanks to the right insight
§ Efficient information collection
due to entire sales department
using the solution
SAP Cloud for Sales simply helps us sell more efficiently. Our European sales force has better
insight into both customer needs and sales force operations. They can plan and execute visits more
effectively and share results, which helps them operate as one harmonized sales team.
Nils Oud, Manager of Business Systems, Europe, Bose Corporation
GOALS TECHNIQUES
MARKETING
BENEFITS

14. Generate Insight and Actionable Intelligence through Data
DATA HELPS CREATE A TAILORED EXPERIENCE
Campaigns become
actual engagements
and not just one-way
communication
Targeting customers
demonstrates a
vendor’s recognition
of their individual
needs
Email or smartphone
“push” messages
become mobile
moments
Messages convey
valuable information
that customers care
about
Transactions convert
to exchanges that
have a value greater
than the item
purchased – it is part
of an ongoing
relationship
Take note of what customers like and integrate it directly into your marketing.

15. Generate Insight: Marketing Data Management
Pull user-specific
clickstream and
behavioral
information.
Analyze the activities
of millions of online
shoppers in order to
market correctly to
specific subsets.
Place banner/Web
page panel ads with
increased accuracy.
DATA MANAGEMENT HELPS:

16. Develop a unified view
of the customer through
real-time data capture,
integration and
enrichment capabilities.
Use advanced analytics
to generate deep
customer insights:
Ÿ Predictive models
Ÿ Text analysis
Ÿ Data mining
Blend structured and
unstructured data.
Manage known and
unknown customers.
Generate Insight (continued)

17. Harness the Power of Innovation and Agility
Social listening and
engagement
Dynamic
segmentation
New pricing models
Promotions Dynamic Bundles Subscription plans
with flexible
entitlements
USE BUSINESS USER TOOLS AND AUTOMATION TO TRY
NEW STRATEGIES LIKE:
Use these to leverage explicit and implicit behavior observations
to help determine each customer’s intent.

18. Market in Real Time
SPEED AND AGILITY ARE VITAL.
Target the right
prospect to maximize
Marketing ROI
Identify opportunities Make budget
adjustments
Manage the
marketing calendar
Align resources
Deploy strategies and tactics that map out customer journeys,
and understand the details behind the numbers.
IN REAL TIME

19. Marketing is Not an Impossible Task
THE CONNECTION
BETWEEN A
MARKETING ACTIVITY
AND SALES FIGURES
IS NOW CLEARER,
MORE TANGIBLE,
AND LESS EXPENSIVE
TO ESTABLISH.