Hello, and welcome to today's webinar titled Connecting SAP Emarsys and SAP Sales Cloud with Reply's Innovative Business-to-Business Solution. My name is Jason Hayman, and I'm a partner at Reply and will be today's facilitator. In this webinar, we will demonstrate our unique solution enabling organizations to solve their business to business challenges caused by disconnected sales and marketing tools. With me today are Frank Ulmerich from SAP Emarsys and Christian Schmoliner from Reply. In today's webinar, you will hear from Frank, who will talk about the foundation for business-to-business connected journeys using SAP Emarsys. Frank will be followed by Christian, who will talk about Reply's solution that seamlessly integrates SAP Emarsys and SAP Sales Cloud. The final part of today's webinar will be a panel discussion with a question and answer session. Frank, over to you. Please unmute, Frank. Thank you, Jason, for the kind introduction. Perfect. And for the audience, have you ever noticed how often marketing and sales feel like two different worlds? And maybe you've also experienced that when marketing and sales don't work together, things can get complicated. Hi, everyone. I'm Frank, Partner Manager at SAP Emarsys. And I'm really excited to be here today together with you and our friends at Portal Tech Reply. What we will explore is how SAP Emarsys and SAP Sales Cloud bring those worlds together, creating connected B2B journeys that make life easier for businesses and their customers. So let's jump right in and see which market trends will impact the future and how marketing and sales can really grow stronger together. Addressing modern customer experience and business transformation goes beyond siloed marketing, or sales, or service departments. To keep pace with rapidly shifting consumer expectations and behaviors means that organization needs to continually be evolving their understanding and relationship with their customers. It requires a thoughtful and holistic process of and technology strategy which is easier said than done when you consider that as of March, 2023, there were already over 10,000 marketing technology vendors alone. All aimed at helping organizations to solve some sort of customer engagement puzzle. There is a big number in the room, 53%. 53% of CIOs expecting to increase their involvement in CX in the future. The customer experience imperative alongside the complex technology landscape reality is one of the main reasons why CIOs expect this to be able to support their teams with the data, tools, and technology they need to deliver the connected and differentiated customer experiences. Our customer, Aaron Bradley, VP of tech and go to market innovations at Wella, nailed it when he told us that consolidation and connecting the data across all different experiences into one location allows them to build a lot stronger profile knowledge of those customer individuals, and therefore allows them to make sure that they are leveraging that data to build the best experiences. In a nutshell, I would like to rephrase this. Get your data connected. Enable data-driven decisions to provide customer-centricity. Be prepared for hyper personalized and automated intelligent customer experiences. Creating end-to-end personalized experiences is a challenge due to three macro trends we see. Empowered B2B consumers. Today's B2B buyers demand seamless engagement across more than 10 channels. And businesses that meet these expectations are thriving. But most organizations are not yet there. 72% of companies using maximum seven, maybe eight channels, according to a report of McKinsey. And these B2B buyers also expect consumer-like self-service experience for even complex purchases, with 80% of sales interactions between suppliers and buyers expected to occur in a digital channel by 2025, which is already this year. And 83% of B2B buyers preferring to order or pay through digital commerce. And the rise of Gen AI and AI agents will push this development even further. Second, privacy first omnichannel personalization trend. To compete, brands must deliver personalized experiences consistently across all channels while respecting data privacy. Personalization drives results. Customers spend 18% more with personalized offers. And churn decreases by 75% according to Mastercard. However, transparency is key, as 86% of consumers really worry about data privacy, but 40% of them are willing to share data if brands explain its use, according to KPMG. And as a third pillar, business disruption. Economic challenges, budget cuts, and tech complexity too often complicate consumer engagement. Sales teams must overcome shifting buyer habits and organizational complexity, like the fact that they are an average of 11 stakeholders involved in a B2B purchase. Marketing teams, on the other hand, often face consolidation or shrinking budgets, putting pressure on them to demonstrate sales impact more quickly. And overall, companies, as I mentioned before, face a growing Martech landscape, which mean while over 11,000 tools contributing to silos and underutilized stacks. Average utilization, by the way, is just 42% according to Gartner. Consolidating technology to streamline execution is critical for delivering profitable omnichannel experiences. And successful AI activation needs a proper data and process consolidation to deliver on your business goals. To succeed, businesses must align on seamless, personalized, and privacy conscious strategies while addressing tech inefficiencies and economic pressures. To get there, marketing and sales need to go hand in hand to put your consumer, your customer, sorry, into the center of your business, as CX platform must promote collaboration, optimally bundle activities, and significantly speed up your business processes means better together. Because removing data silos and streamline all activities within marketing, sales, and service, by the way, addresses your customer's expectations and deliver to your business goals by creating the full 360 degree view. So let's try profitable B2B sales with personalized marketing engagement. A well-designed, integrated marketing and sales platform provides joint forces for customer centricity and underpins all of the steps shown here. I'm not going to each and everyone, but just saying from lead capture and nurturing to scoring and opportunity creation, intelligence solution selling, omnichannel sales engagement to order orchestration. And beyond that, it covers order fulfillment, onboarding and account engagement. And last but not least, retain and grow your customer base. So what's in for our customers and their businesses, which is a.k.a. you? SAP Emarsys and SAP Sales Cloud provide key features like synchronize your account and contact data and enable campaign automation and this for native digital and offline engagement channels and through omnichannel and important for B2B, even on behalf of personalization. And on the benefit side of things, you will receive a single customer view which connects data and processes across lead to cash. And not to forget, you can't optimize what you don't measure. With marketing connected to sales, you get integrated reporting and insights to optimize your marketing campaigns and strategy for better outcomes. So with that, I would like just to give you an idea about how you can see how other customers are doing that. So hopefully, I've given you an idea how SAP Emarsys and SAP Sales Cloud can make things a lot less complicated and much more connected when it comes to marketing and sales. Hence, before closing my part here, I would like to point out our interactive value journeys, which will give you a short interactive view on customer use cases, challenges, and their solutions. With that, let me hand over to Chris from Portal Tech Reply, who will dive deeper into the next part of our journey. Chris. Yeah. Thank you, Frank for your introduction on these interesting B2B marketing sites. My name is Christian, and I'm business unit manager at Reply and responsible for marketing implementation projects. So at this point, I would like to continue with more details about our Emarsys B2B solution, as Frank said, which seamlessly connects the SAP Emarsys and the SAP Sales Cloud. But before we start, I would like to give you some facts what B2B marketing is about and what are the main differentiators compared to the B2C sector. So let's get a common understanding and see what mainly defines B2B marketing. In general, B2B marketing is a strategy to market products or services from one organization to another. And typically, offered products and services are more complex and require clear communications to convey benefits. And finally to drive the buying intent As a result, yeah, we have to expect a longer sales cycles and supported by multi-step campaigns. And the fourth point that distinguishes B2B marketing is that we need to build a trusted and personal relationship with the right decision maker. So these are the challenges we have to face when we talk about B2B marketing. But the most important difference is that B2B success relies on close collaboration between marketing and the sales team. Marketing starts, for example, capturing and nurturing initial contacts, enriching profiles, learning until your prospects are pre-qualified for the sales handover. So after the lead handover, sales builds up his personal relationships. Again, further insights to the profile. And marketing, again, uses these insights for follow up campaigns for precise targeting and improved personalization. Yeah, so it's a circle and both teams help each other. And this is exactly where our reply solution comes in to improve this collaboration in the B2B sector. One feature or the main feature of our solution is the so-called Marketing Insights App. So this app is embedded in the Sales Cloud. And it's a kind of cockpit for the marketing and the sales teams. Now on the one hand, you will see in the next slide it provides important insights. But on the other hand, the app allows to perform direct interactions initiated by the sales team and processed by Emarsys. So what you see here in this screenshot is the Sales Cloud Version 2 with our embedded Marketing Insight App. So the app is connected with the Emarsys in real time. And it brings, as I said, a lot of features and use cases. Let me briefly describe some of these use cases. So first, you are able to see important information from your contact or account such as consent status with the assigned email address. And imagine during a phone call the customer is interested in your general company profile or wants to know more about your references. So the sales agent is able to send out with one click the right email directly during the call and send out a campaign release by Emarsys fully personalized with one click. What else? You can start your conversation based on the latest email send outs or based on captured interests. So even maintaining these interests possibly captured by the marketing team before, you can maintain them and they are directly synced back to Emarsys. So again, they can use these latest insights for better personalization and for better campaigns. Last use case is imagine your customer shows interest to visit you at your next trade fair, for example. So again, here with our app, the sales agent is able to add this contact or account in a contact list in a target list. And once the next trade fair takes place, this contact will receive the invitation directly from day one. But that's not all. Our app is dynamic, which means in case of certain details or data, yeah, the appearance will change. Some options will appear or disappear. So in this case, we see here a contact where the opt in status is false. So there's no consent, valid consent at the moment, given. But now during the call, for example, the sales agent is able to ask if he or she is allowed to send out a double opt in email. And please confirm so as well with one click, send out via Emarsys. And again, here consent is stored. And also marketing is happy because opt-ins is very valuable in the marketing and digital world. But next to our Marketing Insights App, our Emarsys B2B solution brings further features and benefits. So the first feature on the left side is, of course, very important, because it makes sure that all contacts and accounts, very important, and accounts, which are stored or captured in a Sales Cloud are synchronized to the Emarsys and making them immediately available for marketing activation. The second part is that after your lead nurturing or lead scoring, Emarsys is able to transfer automatically pre-qualified leads and also create leads in the Sales Cloud so that sales can perform the follow ups. Number three is the Marketing Insight App, which we already discussed or showed. And the fourth case is that Emarsys can run enhanced segmentations based on any Sales Cloud data, which means, for example, opportunities, orders, or visits to power highly targeted campaigns. So that means any data that is captured by the sales team can be used for the marketing team to do daily business. Finally, to mention is that our solution is not-- yeah, it's not mandatory to have a customer data platform, or CDP. So it runs without a CDP. And our solution works with the Sales Cloud, so-called, version 1 or 2. So it's independent which version of Sales Cloud is connected with our solution. By the way, this is not theory. We already have successfully installed this solution at ERCO. ERCO is a leading manufacturer for architectural lighting. And the main challenges for ERCO could be solved with our solution. So the challenges were-- especially for this customer, they have very long sales cycles with many stakeholders involved. So the whole process can often take years. The communications from marketing and sales were not aligned. They were not consistent. And yeah, the campaigns and sales interactions took place based on different data, was not harmonized, and information and customer insights. So with our solution, as a result, ERCO could lift 20% higher marketing responses due to increased personalization. They could save 20% to 30% time in the sales cycle, and of course, enhance the customer experience and sales quality. So that was a short roundup of our solution connecting these two systems and the business cases and features. And yeah, handing over back to Jason. Yeah. So thank you very much Frank and Christian. We now do a little bit more of a deeper dive in some areas. I've got some sort of questions for you both. So Frank, you mentioned earlier that the data shows that CIOs are getting much more involved in customer experience. But silos and disconnected tools are still slowing organizations down. Why is aligning sales and marketing still so hard in a business-to-business environment? Please unmute, Frank, again. That's my problem here. Yeah. Thank you for the question because that's definitely what concerns us as well when we talk with our customers. And at the end of the day, it's often that we are facing disconnected tech stacks. We have silos all over the place where there is some guidance needed from organizations like you to make sure that we remove those organizational barriers and cultural divides between sales and marketing. OK. Thanks. And Christian, a question for you. Obviously now buyers expect digital-first personalized journeys. But business-to-business cycles are long and complex. Where are companies struggling and why are they struggling in these areas? Yeah, I think the main risk is that information gets lost during a long sales cycle. And yeah, that is why it's really important to have all insights and data synced across all platforms, but also including the possibility to maintain them, especially as in our case, the marketing and sales team and to work together and so data is not lost during such a long sales cycle. OK. Thanks. And Frank, just back to you for a moment. Why does connecting sales and marketing data matter so much for business outcomes such as lead quality and revenue growth? Yeah. If you can manage to align data and processes, that's the prerequisite to have a 360 degree view on your customers. And that's at the end of the day will help you for better lead qualification, higher conversion rates, and way stronger customer experience, which will then lead to let's say brand addiction somehow. So it's all about connecting data and processes within the company. OK. Thanks. And Christian, you've shown how Reply is helping to bridge the gap between SAP Emarsys and SAP Sales Cloud. Can you explain how your approach simplifies things, especially for companies that don't have a customer data platform. Yeah. Let's say for a direct connections of these systems, we provide all necessary assets. On the one hand, we provide the technical assets such as integration templates or configuration instructions. But on the other hand, which is even more important from my point of view, is that we bring in the business perspective and best practices from other projects. So what campaigns will work. Where to focus on first. So both dimensions, technical and business, is something we bring in. OK. Thanks for that. And from your experience, what are the biggest mistakes organizations make when trying to align sales and marketing? And more importantly, how can they avoid them? Yeah, I think the biggest mistake is to focus too much on tools instead of the process and the business process. So both teams, in our case here, the marketing and the sales have to be involved very early in the project or in the alignment. And especially to clarify questions like, yeah, what does the sales expect from marketing when it comes to defining the criteria of pre-qualified leads. So when is a lead hot? What is the nurturing part? And when is the sales ready to do the follow ups? Or again, what ad hoc campaigns will help the sales team? Which information is wanted to send out campaigns during a one to one conversation, or last, or the other way? How can sales help marketing when it comes to capturing new insights? So the alignment between these two teams is one of the biggest parts in the project. And then it's like using our assets configurations, et cetera. OK. Thank you. And Frank, I'm looking ahead. What do you think the future of sales and marketing alignment will look like? And what should companies be doing to prepare for it? Get your data consolidated because there will be way more AI-driven guidance needed and real time collaboration across the customer journey. And there needs to be a shift to customer-centric operation models. OK. Thanks. And just one last question for you both. What's the one piece of advice you would give to a company that wants to start improving marketing and sales alignment? If you ask me, start small. Connect one or two key processes to your data and show results quickly to get the tailwinds to even improve more. Yeah. From my perspective, I would say focus on processes as much as on technology. And get sales and marketing in the same room defining the same goals. Yeah. OK. Great. And we've got some questions from the audience as well. So first question is, can this solution scale for larger enterprise use, or can it be tailored for SMEs as well? Yeah. Maybe I take over this question. Yes, of course. especially for larger enterprises with more and more data silos, it's important to consolidate the data, especially here in these sales and marketing case. And also for the smaller SMEs without having a CDP, also that's why our solution is quite attractive for them. OK. What kind of support does Reply provide during onboarding and post-launch? Yeah. Let's say, of course, all experiences we did from further projects or other projects. And as I said, we're bringing all technical assets that you just have to copy, paste, and configure as well, the business perspective from our side. OK And then the last question from the audience. Are there any prerequisites regarding existing infrastructure before adopting these solutions? Do you want me to answer, Jason? That's fine. Yes, please. The good thing is we are living in a software as a service world. That means there is no special need on the infrastructure. But you need to be prepared to get your data available and connected. So you can start small, you can scale. You can start today. OK. Great. Especially maybe adding here is, yeah, of course, you have some prerequisites in terms of some tools. Of course, when we talk about Emarsys and the Sales Cloud, it's very common that these systems need to be there or we start building them up. But don't worry. All informations will be handed over OK. Thank you both. And I'd like to say thank you for all the questions and a massive thank you to Frank and Christian for their insights into SAP Emarsys and Sales Cloud and demonstrating that when the two are linked, organizations can see benefits such as having seamless connectivity from sales leads to ongoing marketing activities. Organizations can see the benefits of better quality sales leads. They can see the benefit from connected data and processes, have dynamic segmentation of personalized outbound activities. And they can also see the benefit from real time synchronization of contacts and accounts. With Reply Solution that Christian has been explaining, some of these benefits can be achieved in as little as 20 days. We will be following up the webinar with an email to all attendees with the case study presented by Christian today and the links Frank referred to earlier. For more information or for a personalized demonstration, please reach out to us. I hope that you have found today's webinar informative and discovered the benefits of seamlessly integrated SAP marketing and sales tools. I'd like to thank you all for your participation and wish you a pleasant rest of the day. Thank you.