Landewyck & SAP

Transforming B2B engagement through integrated SAP excellence

Explore Strategy
Strategic Context

Objectives and Core Challenges

Landewyck's Mission

Achieve personalised, data-driven B2B engagement by maximising existing SAP ecosystem investment.

The Critical Challenge

  • Fragmented data limits potential.
  • Disconnected SAP and HubSpot systems create silos.
  • Customer data flow is hindered, misaligning marketing with sales.

The Cost of Disconnection

Data Silos

ERP transaction history and Sales Cloud lead stages cannot flow into marketing campaigns, preventing intelligent automation.

Operational Friction

Sales representatives lack visibility into marketing touchpoints, whilst marketing cannot respond to sales pipeline changes.

Missed Opportunities

Without real-time visibility, marketing messages arrive too early, too late, or target the wrong accounts entirely.


60-70%

of B2B content goes unused due to data silos.

20-30%

of marketing budget wasted on misaligned campaigns.

40%

of sales time spent searching for information across systems.

Solution Architecture

Strategic Solution: SAP Emarsys & CDP Integration

Deploy SAP Emarsys and SAP Customer Data Platform as the integrated marketing layer sitting natively atop Landewyck's current SAP infrastructure. This approach leverages SAP BTP to facilitate bi-directional data flow between SAP ERP, SAP Sales Cloud, and the marketing engine.

The Unified Data Advantage

Back-End Intelligence

CDP ingests real-time financial and order data from SAP ERP Private Cloud, ensuring customer profiles reflect actual profitability and purchase history rather than just email engagement.

Front-End Visibility

Integration with SAP Sales Cloud ensures sales representatives have visibility into marketing touchpoints directly within their CRM view.

Automated Triggers

Marketing journeys can be triggered automatically by sales stage changes, creating a seamless handover between marketing and sales teams.

Competitive Analysis

Why HubSpot Represents a Growth Ceiling

HubSpot is a competent mid-market marketing automation tool, but it represents a "limit to growth" within an SAP-centric enterprise. Key issues include:

Architectural Misalignment

Sits outside the core SAP architecture.

Fragile Connectors

Requires complex, custom-built connectors that lead to data syncing delays or failures.

No native ERP Event Triggers

Cannot natively trigger marketing actions based on complex SAP ERP events (e.g., credit limit changes, invoice maturity).

Model Friction

Misalignment between HubSpot's contact-centric model and SAP Sales Cloud's account-centric B2B model creates friction in lead handover and reporting.

Use Cases

Transformative Use Cases

1

ERP-Triggered Replenishment Automation

Emarsys receives direct signals from SAP ERP when a partner's order volume hits consumption thresholds, triggering personalised emails with exact SKUs previously purchased and one-click reorder links.

2

Sales Pipeline Acceleration

When prospects engage with bottom-of-funnel content, lead scores update instantly in SAP Sales Cloud, generating automated tasks for Account Managers whilst Emarsys delivers decision-support nurture streams.

3

Credit-Status Sensitive Marketing

SAP CDP unifies financial status data from ERP. Accounts flagged for "Credit Hold" are automatically suppressed from upsell campaigns and placed into supportive "Account Health" journeys instead.


Customer Journeys

Before & After: The Integrated Experience

Lead-to-Loyalty Journey

Before: New trade partners receive generic welcome emails from HubSpot. Sales reps call asking questions already answered in registration forms. The process feels disjointed and frustrating.

After: Upon registration, data flows into SAP Sales Cloud creating a Lead record. Emarsys triggers personalised "Welcome" journeys by business type. Sales reps view dashboards showing exactly which products partners viewed, whilst post-purchase ERP triggers onboarding streams.

"At-Risk" Win-Back Journey

Before: Landewyck only realises key B2B partners have stopped ordering when quarterly sales reports are generated. By then, partners have already signed with competitors.

After: Emarsys monitors "Days Since Last Order" synced from SAP ERP. If high-value partners deviate from standard ordering frequency by 15%, automated journeys begin with service check-ins, incentives, and churn risk alerts to Account Managers.

Credit-Status Based Marketing

Before: All customers receive the same promotional offers, regardless of their financial standing. Sales sends offers to accounts on credit hold, leading to embarrassment and missed opportunities.

After: SAP ERP credit status data (e.g., "Credit Hold", "Good Standing", "Past Due") is synchronised with Emarsys. Accounts on credit hold are automatically suppressed from aggressive upsell campaigns and enrolled into nurturing sequences focused on account health and payment reminders until their status is resolved.

Inventory-Driven Product Recommendations

Before: Marketing sends out product promotions based on general popularity, often promoting items that are out of stock or have long lead times. This frustrates customers and causes order cancellations.

After: Emarsys receives real-time inventory and delivery schedule data from SAP S/4HANA. Product recommendations in emails and on the website are dynamically updated to only feature in-stock items or those with short delivery windows, increasing conversion and customer satisfactio

Customer Stories

Bitzer: Global Digitisation

  • Transformed from compressor manufacturer to provider of compressor-enabled services across 90+ countries with 72 locations
  • Implemented SAP Sales Cloud and SAP Emarsys to break down silos between marketing and sales
  • Applied B2C customer engagement use cases incrementally to B2B business model for competitive digital customer journey
  • Automated manual marketing processes to improve efficiency across marketing and IT
  • Marketing team now digitally sends newsletters on behalf of sales teams to keep them fully informed
  • Leveraged SAP Business Technology Platform and SAP Asset Intelligence Network for real-time monitoring and 360-degree product lifecycle visibility
  • Increased revenues through new digital services (equipment monitoring, operational reports, remote assistance)

Online Metals: Marketplace Excellence

  • 3x increase in profit over three years
  • 2x growth in revenue over three years
  • Onboarded 50+ new sellers through SAP Commerce Marketplace
  • Delivered personalised, real-time engagements at scale with SAP Emarsys
  • Transformed from materials retailer to materials-as-a-service provider
  • Enabled custom cut-to-size orders with consumer-grade B2B experience

woom: Omnichannel Efficiency

  • Consolidated MarTech infrastructure serving European and US markets, with SAP Emarsys as the core platform
  • Manages 9 million website visitors annually across multiple channels
  • Implemented comprehensive omnichannel marketing with email, SMS, web overlays, and digital ads, all powered by SAP Emarsys
  • Achieved significant uplift with multi-step registration overlay campaigns
  • Enabled scalable internationalisation across 10 Shopify stores in 8 languages
  • Developed a 3-year CRM strategy for personalised, data-driven customer communication, fully powered by SAP Emarsys

Transform Marketing into an Integrated Business Driver

Replace isolated activity with SAP Emarsys and CDP-turning marketing from a disconnected function into a strategic revenue engine aligned with your operational backbone. The future of B2B engagement is integrated, intelligent, and built on your existing SAP investment.

100%

SAP Native

Eliminate third-party connector fragility and data latency

3x

Projected Profit Growth

Proven results from integrated SAP ecosystem approach

Real-Time

Data Flow

Marketing actions triggered by operational and sales reality

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