Centrally organized campaigns

Case Study: Inxmail for SAP Sales Cloud

Breaking down data silos and managing email campaigns centrally via the SAP CRM system – that was the Beck Verlag's wish. The idea behind this requirement: to use professional email marketing software within SAP CRM without having to switch programs. This increases productivity and thus success. This includes the automatic synchronization of all recipient data between systems so that personalized mailings can be sent to subscribers. After all, relevant information in mailings helps to strengthen customer relationships. New customer attributes should also be dynamically and automatically adopted. All of this must be implemented quickly and without any programming knowledge. And that is exactly what Inxmail has ensured.

Challenge

Perfect synergy: at C.H.Beck publishing house, a lot of shop data is incorporated into the newsletters.

Out of the data silos

The long-established publishing house C. H. Beck in Munich wanted to connect its SAP customer relationship management system (SAP CRM for short) to the Inxmail email marketing software. The whole thing had to be done seamlessly without the need for constant program switching or multiple logins. The basic requirements: campaigns should be managed and controlled via SAP CRM – including the subsequent reporting, which is based on the recipients' responses. To personalize mailings as effectively as possible in the future, new attributes that may be added during the process should also be automatically synchronized without the need for data mapping.

The challenge for C. H. Beck was that all contact and campaign data from both systems always had to be up to date. Normally, files are manually exported from one system to be imported into the other – a task that takes a lot of time but has to be done daily. Inxmail was now tasked with finding a suitable solution.

Solution

[Translate to English:] Grafik zeigt den Prozess der Import- und Export-Automation zwischen angebundenen Systemen und Inxmail. Die Import-Automation führt Daten von angebundenen Systemen zu Inxmail, während die Export-Automation den Prozess umkehrt.

Connecting systems quickly

The personal consultation delivered quick results: the Inxmail Professional import and export automation was the ideal tool to guarantee a smooth process. This solution combines quick implementation with the required efficiency: the import and export automation enabled the automated exchange of data between the SAP CRM and Inxmail. Synchronization now takes place via CSV files that are uploaded to an SFTP server. With just one click, target groups and information on campaigns are synchronized. Even new attributes automatically end up in the export during this process, without the need for renewed data mapping.

The quick and convenient implementation was met with great approval at C. H. Beck publishing house. The clearly manageable costs and flexible adaptation of the attributes from the respective recipient lists also scored points. Thanks to the import and export automation provided by Inxmail, Beck publishing house also no longer needed to program independently via API – because time to market was an important factor. After just a short time, Beck Verlag employees were able to manage their campaigns as desired via SAP CRM without having to worry about synchronizing recipient data.

“Together with our contacts at Inxmail, we were able to quickly work out a suitable solution for the problem of the two systems not being synchronized and implement it quickly in the live process.”

Felix Bauer

Marketing Consultant, Email Marketing & CRM, C.H.Beck publishing house

About C.H.Beck publishing house

[Translate to English:] Das Hauptgebäude des Verlags C.H.Beck, umgeben von einem grünen, baumbestandenen Garten an einem sonnigen Tag.

C.H.Beck is one of the largest and most renowned publishing houses in Germany. With over 600 employees and around 1,700 new publications in the two publishing areas of law, taxes and economics, and literature, non-fiction and science, C.H.Beck is also one of the largest German book and magazine publishers in terms of quantity.