The document discusses the challenges faced by B2B businesses in delivering a seamless customer experience due to organizational silos and complex customer structures. It illustrates a case study of a customer, Joanna, who interacts with a B2B web conferencing service, showcasing the integrated SAP solutions that facilitate marketing, sales, and service engagements. Ultimately, the document emphasizes the importance of simplifying customer processes and enhancing self-service capabilities through digital transformation.

1. PUBLIC
Charl Gokbayrak, Industry Principal, High Tech, SAP
October17,2017
Deliver the B2C Experience to B2B Customers

2. 2PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Challenges in the B2B business
Multiple touch points Organizational silos Business realities
Every buying journey is
unique and includes multiple
touch points on various
channels. Having a good
sales force is not enough.
Disrupting organizational silos
and alignment of marketing
and sales are key factors to
driving the business.
The B2B business is
challenging for marketers as
portfolios are often
multifaceted and customer
structures with their contacts
are complex and diverse.

3. 3PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Joanna attended a trade show and submitted
her card to the marketing representative at ABC
Company’s booth, because she wanted more
information about its Web conferencing tool.

4. 4PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The next day, Joanna received an e-mail for a free
trial of the new Web conferencing application.
(SAP Hybris Marketing Cloud)

5. 5PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Joanna registers for the free trial to
use the Web conferencing
application and enjoys the
experience.
At the end of her free 30 days, she
decides to purchase. She orders a
subscription for 10 licenses online for
her department, and signs up for
quarterly billing.
(SAP Hybris Commerce Cloud and SAP Hybris Billing)

6. 6PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Three months later,
Joanna’s boss decides to
migrate the entire
300-person company
onto the same Web
conferencing platform.

7. 7PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Joanna logs into her Web
conferencing account and chats
with a customer service agent
to request a call from a sales
representative about restructuring
her subscription and increasing her
company’s license count.
(SAP Hybris Service Engagement Center)

8. 8PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
A sales rep for ABC Company
views Joanna’s existing
subscription, the new lead for
additional licenses, and the
notes of the customer service
conversation.
(SAP Hybris Sales Cloud)

9. 9PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
The sales rep calls her, creates
a quote on the spot, and sends it
to her for review. Joanna agrees
to the price, and the sales rep
books the order for 300
additional licenses.
A notification of the order, with
an invoice, is automatically sent
to Joanna’s inbox.
(SAP Hybris Sales Cloud and SAP Hybris Billing)

10. 10PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Joanna will now receive
a quarterly invoice for
310 licenses, with the
ability to make payments
automatically.

11. 11PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
Digital core
Experiencemanagement
Commerce ServiceMarketing Sales Revenue
SAP S/4HANA
for the back
office
SAP Hybris
solutionsfor
the front office
Simplify and
differentiate
customer
processes
Simplify and optimize
core processes
Extensions
Data management(such as product,customer)and analytics
Most complete and preintegrated solution in the market
Process management/integration
Machinelearning/artificialintelligence/Internetof Things

12. 12PUBLIC© 2017 SAP SE or an SAP affiliate company. All rights reserved. ǀ
What SAP Hybris solutions mean for B2B customers
Platform for managing B2B
customers’self-service portal
Marketing to customers across any
channel or device
Connected platform fororder, sales,
service,and marketing
Servicing customers with excellence
and a view of their profile and
history
Configurable pricing and quotation
on complexcustomerorderand
design
Reductionin costand complexities
with digital transformation

13. Thank you.
Charl Gokbayrak
Industry Principal, High Tech
Charl.gokbayrak@sap.com