Companies increasingly want to reach ALL their prospects with marketing.
Often they get new prospect data through web site registrations, or increasingly as followers on Twitter & Co, as soon as they enter the social media space more seriously. Such prospect data is usually of quite low data quality. Only a little bit of data – often only the e-mail address – is available.
Many companies hesitate to create business partners in the CRM system based on such low quality data. But still they would like to benefit from that data and reach such prospects with their marketing campaigns.
Starting with CRM 7.0 for EHP3 SP02 functionality is provided that allows to easily get such marketing prospects into SAP CRM, and nurture and target them with marketing campaigns.
With SP03 (available now) additional features are provided.
- Calculating a score based on the type of response from the prospect
- Creating and changing of prospect data from any data source with using an OData service; a duplicate check can be incorporated
Check out SAP Note 1896854 for details.