SAP Engagement Cloud: The Central Omnichannel Platform for a Personalized Customer Experience
How effectively are you currently able to reach customers across all channels with relevant content at exactly the right moment? Many marketing teams struggle with fragmented systems, different data sources, and processes that are difficult to scale. At the same time, expectations for personalized and consistent experiences across the entire customer lifecycle continue to rise.
And this is exactly where SAP Engagement Cloud comes into play: It consolidates customer data, orchestrates cross-channel campaigns, and supports your team with AI-generated content and AI-powered insights. Through close integration with SAP ERP and the SAP Customer Experience Suite, companies can, for example, immediately react to inventory changes or service events, thereby creating a seamless customer experience across all touchpoints.
What Is SAP Engagement Cloud?
SAP Engagement Cloud is the next generation of SAP marketing technology — and the strategic evolution of SAP Emarsys Customer Engagement (formerly SAP Marketing Cloud). It is based on a modular API-first architecture within the SAP Business Data Cloud and connects data from ERP, commerce, sales, and service. The platform combines automated journeys, AI-generated content, real-time signals, and unified data models. This creates a fully integrated approach to digital marketing, from audience segmentation and personalization to real-time optimization.
Why SAP Engagement Cloud? – Four Key Advantages of the Omnichannel Platform
AI-Powered Omnichannel Marketing
Future-proof your marketing strategy by leveraging AI-powered processes, functionalities, and tools such as Joule agents to interact faster, more personally, and more efficiently throughout the entire customer lifecycle. The foundation for this is provided by the deep integration within the SAP Business Suite.
More Integration, More Synergies
Through this deep integration into the SAP ecosystem, you create a transparent and seamless flow of information for the benefit of your customers while simplifying collaboration across departments, brands, and regions.
Real-Time Analytics & Automation
We make customer behavior measurable and analyzable in real time across all digital channels. Automate campaigns in a personalized manner based on predicted purchasing behavior, customer history, or ERP signals such as inventory levels and delivery status.
Flexible & Scalable for Any Company Size
From global governance standards and templates for rapid onboarding to custom extensions using low-code/no-code approaches - SAP Engagement Cloud grows alongside your business and requirements. With two different editions, it offers tailored solutions for companies ranging from mid-sized businesses to enterprises.
Key Functions of SAP Engagement Cloud at a Glance & Use Cases
Powerful Omnichannel Orchestration
With SAP Engagement Cloud, you can manage interactions across email, mobile, web, social media, in-app, and conversational channels, all from a single platform. Communicate with your customers through the most suitable channel at all times. Real-time data, reusable tokens, and historical data help create a comprehensive overview. This allows messages and campaigns to be automatically updated, for example based on ERP signals when products become scarce or delivery times change.
AI-Powered Personalization & Actionable Insights
SAP Engagement Cloud provides you with a holistic overview across all customer interactions. Integrated contextual AI can analyze customer behavior and purchase intent and directly deliver personalized recommendations for the next best action. The integrated analytics engine also supports forecasting and performance analysis. Use AI-powered predictions to identify customers at risk of churn at an early stage and automatically trigger appropriate retention measures. Always keep important KPIs in view.
Dynamic Audience Segmentation
Precisely tailored audience segmentation can be very time-consuming. Fortunately, with Engagement Cloud, segments are updated in real time based on new interactions, transactions, or behavioral signals. Marketing teams can therefore react quickly and without delay to changing customer needs. Leads can automatically be reassigned depending on their phase, activity, or maturity level.
Marketing Automation & Journey Design
Connect different channels within a single campaign, from upsell campaigns and purchase conversion to retention initiatives. Embedded AI additionally supports best-practice automations and content generation while also recommending optimal timing.
The Right Marketing Solution for Your Company Size
Whether you are a mid-sized company or a global enterprise, SAP Engagement Cloud provides a marketing solution available in two different editions. Tailored precisely to your requirements, the Enterprise Edition and the Emarsys Edition offer the ideal solution for your daily challenges.
Enterprise Edition
Especially suitable for medium-sized to large companies with complex structures, multiple brands, and a deep SAP footprint (for example deep integration into SAP ERP/SAP S/4HANA, SAP CX, etc.), benefiting from:
- Real-time triggers from SAP systems (for example inventory, production, or service data) that are automatically transformed into campaigns
- Centralized management of policies, content, and data while enabling local teams to work flexibly
- Clear mapping of complex lead-to-cash processes with high automation requirements
Emarsys Edition
Ideal for small and medium-sized companies with a focus on marketing, retail, and e-commerce, offering:
- Fast onboarding and an intuitive user interface
- Proven Emarsys functionalities along with new AI features and additional channels (for example conversational channels)
- Standardized journeys, dashboards, and tactics for rapid time-to-value
Additional Solutions for a Personalized Customer Experience
SAP Customer Data Platform
Collect and analyze all online and offline customer and lead data while maintaining data privacy compliance. The SAP Customer Data Platform (formerly SAP Customer Data Cloud) is SAP’s data management system and therefore the ideal foundation for your digital marketing strategy. It not only enables the collection and enrichment of your master data through context-based customer information, but also intelligent market segmentation based on dynamic customer profiles.
ORBIS TEM for Your Training & Event Management
ORBIS TEM, the event management software for seminar and event organization, integrates event-related data directly into your existing SAP system landscape. This enables additional cross-selling opportunities to be fully utilized and supports more targeted marketing campaigns.
At the same time, efficient event and seminar planning helps save both time and costs. Numerous automation features take over tedious administrative tasks for you.
