But it’s not just a name change, Joanna Milliken, head of SAP Engagement Cloud, told MarTech.
“With Engagement Cloud, we really wanted to… expand engagement beyond just marketing and beyond the traditional campaign, if you will, into true enterprise orchestration,” Milliken said. “So marketers can finally deliver on that promise to personalize and be relevant everywhere, wherever that interaction takes place, whether it’s the end customer or consumer, or partners, resellers or employees.”
SAP Engagement Cloud is part of SAP’s backbone, making more information available to marketers. For example, instead of relying on inventory data, there is now insight into customer data and the supply chain. Engagement Cloud’s governance, compliance, and enterprise scale all come from SAP.
In SAP Engagement Cloud, access to operational data is much more native and much faster. Users will be less dependent on passing data back and forth and finding the right person or system with access to the data they need.
In the past, Milliken said, the effort it took to build something as routine as an abandoned cart email was “heroic.” Not anymore.
“We just saw a much bigger opportunity than having everything be marketing owned or in silos,” she said.
Is ‘engagement architect’ a role we will see in the future?
Milliken said her conversations with customers are becoming less about explaining why using data is essential. Instead, they focus on how to use data for personalization. In large enterprises, she says, customers are trying to get their hands on their data to go beyond traditional campaigns.
In fact, Milliken said she sees some marketing roles potentially evolving into the role of “engagement architect.”
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That role would still carry out assignments and interactions, but could start looking at guardrails, rules and business conditions, and focus less on route and campaign builders.
“If we have agents that come along with us, as marketers, we can automate the tasks that need to be done,” Milliken said. That means steps like segmentation are handled by agents and assistants that create dynamic user flows.
SAP Engagement Cloud, enterprise edition, is available today. It includes advanced business management and architectural features and provides users with a flexible solution for, for example, a company changing its business model from B2B to DTC.
The existing capabilities of the SAP Emarsys solution remain available within SAP EngagementCloud. Customers can adopt new capabilities incrementally, based on their priorities and readiness.
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