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SAP Emarsys Account Engagement

Explaining the Significance of SAP Emarsys Account Engagement

As all marketers know, it is crucial for marketing strategies to meet B2C (Business-to-Customer) requirements as well as B2B (Business-to-Business) and there are various differences in these strategies; the ability to focus on personalised marketing fit for individuals or to businesses, showing an understanding of their challenges and how you can add your business can add value.

In our previous blog, we highlighted how SAP Emarsys Customer Engagement was vital to staying ahead of the game in B2C markets however, in this blog today, we will hone in on SAP Emarsys Account Engagement; how SAP Emarsys integrated to SAP Sales cloud can shift this focus point to B2B markets.

SAP Emarsys Account Engagement, a powerful add-on to SAP Emarsys Customer Engagement, is a game-changer that can transform the way businesses engage with their clients. This introductory section will delve into the significance of SAP Emarsys Account Engagement and why it's a crucial tool for modern businesses.

In an era where personalisation, efficiency and collaboration are the cornerstones of successful B2B interactions, SAP Emarsys Account Engagement emerges as a beacon of innovation. It's more than just a software solution; it's a strategic approach to building lasting customer relationships, accelerating sales cycles and boosting revenue. It acts as a bridge between marketing and sales teams, ensuring they work in harmony to nurture leads, prioritise opportunities and deliver a seamless customer experience.


Key Features of SAP Emarsys Account Engagement

SAP Emarsys Account Engagement comes loaded with a suite of powerful features that redefine how B2B businesses interact with their clients. Let's explore some of the standout functionalities that set this platform apart and enhance your B2B capabilities:

Supercharge Sales Deal Speed

In the fast-paced world of B2B sales, speed is of the essence. SAP Emarsys Account Engagement enables you to accelerate your sales deal velocity by prioritising leads and opportunities using enriched data from SAP Sales Cloud. With this feature, your campaign execution becomes not just effective, but efficient, ensuring that you never miss a valuable opportunity.

Seamless Integration of Account and Contact Data

Data integration is at the heart of successful B2B marketing and sales. SAP Emarsys Account Engagement effortlessly integrates account and contact data, providing a holistic view of your clients. This cohesive approach allows for more personalised and targeted marketing efforts, resulting in higher engagement and conversion rates.

Send Emails on Behalf of Sales Employees

Personalisation in B2B communication is paramount. SAP Emarsys Account Engagement takes it a step further by allowing you to determine the default responsible sales employee within campaigns using tokens. This feature lets you send emails on behalf of specific sales team members, enhancing the personal touch and making your communications more impactful.

Empower Sales Teams with Campaign Results

Collaboration between marketing and sales teams is a critical aspect of B2B success. With SAP Emarsys Account Engagement, you can review email campaigns by sales employees. Campaign results can be sent to all relevant sales team members for review, ensuring that your marketing efforts are aligned with the goals and strategies of your sales department.

These key features are the building blocks of SAP Emarsys Account Engagement and they work together harmoniously to elevate your B2B marketing and sales endeavours. Whether it's about speeding up sales cycles, enhancing personalisation, or promoting seamless collaboration between departments, these features are designed to transform your B2B customer engagement into a strategic advantage.


Benefits of B2B Capabilities - Detailing how it accelerates sales cycles and boosts revenue

In the world of B2B interactions, success hinges on your ability to build meaningful relationships, navigate complex sales cycles and drive revenue efficiently. SAP Emarsys Account Engagement brings a host of B2B-specific capabilities to the table, each carefully designed to not only meet these challenges but to elevate your business's performance.

Accelerating Sales Cycles

Sales cycles in the B2B arena can be notoriously long and complex, often spanning weeks, months or even years. SAP Emarsys Account Engagement streamlines these cycles by providing tools and strategies to nurture leads effectively. With behaviour-based engagement scoring and proactive sales notifications, you can pinpoint high-value opportunities and accelerate the decision-making process. Say goodbye to lengthy, drawn-out sales cycles and hello to quicker conversions.

Improving Closure Rates

Closing deals in the B2B world can be challenging, with multiple stakeholders, intricate requirements and an overflowing number of additional considerations. With SAP Emarsys Account Engagement, you can personalise your marketing efforts based on account data and contact roles, ensuring that your messaging resonates with decision-makers. This level of personalisation significantly improves your chances of closing deals and turning leads into customers.

Increasing Customer Lifetime Value

For businesses, it's not just about acquiring customers; it's about keeping them for the long haul. SAP Emarsys Account Engagement helps increase customer lifetime value by providing data integration between Emarsys, Sales Cloud and Commerce Cloud. This seamless flow of information allows you to build deeper, more meaningful relationships with your customers, which, in turn, drives profitability and long-term loyalty.

Predictable, Profitable Revenue

Consistency in revenue generation is a hallmark of a thriving B2B business. SAP Emarsys Account Engagement's account-based marketing approach ensures that your customer engagement is aligned across every touchpoint. This alignment creates predictable, profitable revenue streams. Your personalised, omnichannel marketing-led B2B experiences—from your commerce websites to sales interactions—can now be delivered at scale.


Understanding the SAP Emarsys Account Engagement Data Integration Service

The SAP Emarsys Account Engagement Data Integration service is a part of the SAP Business Technology Platform (SAP BTP) and it plays a critical role in the integration between SAP Sales Cloud and SAP Emarsys Customer Engagement.

The Data Integration Process

The data integration process in SAP Emarsys Account Engagement involves two phases: configuration and administration. During the configuration phase, administrators set up connections and trigger initial data replication from SAP Sales Cloud to the Data Integration service. In the administration phase, they review data structure, automate processes and ensure smooth data flow. This process enables seamless integration of contact data into SAP Emarsys Customer Engagement, ultimately supporting various SAP Emarsys Account Engagement business scenarios.

Imported Data

SAP Emarsys Account Engagement imports a variety of data types to support its business processes:


Represent companies with which your business has a relationship.

Account-Related Contacts:

Individuals working for these companies.

Contact-to-Account Relationships:

Job functions of account-related contacts.

Marketing Permissions:

Explicit consent for email communication.

Sales Representatives (Employees):

Individuals responsible for managing specific accounts or account teams. This imported data enables effective B2B interactions and relationship management.



SAP Emarsys Account Engagement is a game-changer in the realm of B2B marketing and sales. It accelerates sales cycles, boosts revenue and fosters enduring customer relationships. The seamless integration of SAP Emarsys and Sales Cloud, along with key features like lead prioritisation and personalised communication, empowers B2B marketing and sales.

The data integration process, divided into configuration and administration phases, ensures a steady flow of accurate information. With a marketing administrator's strategic role, it's a well-orchestrated operation. The imported data, encompassing accounts, contacts, relationships, permissions and sales representatives, equips businesses for effective B2B interactions.

In essence, SAP Emarsys Account Engagement is a strategic approach to B2B customer engagement, making businesses work smarter. It transforms engagement, fosters relationships and propels growth in the competitive B2B landscape. It's not just the end; it's the start of a new era in your B2B success journey.


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