SAP announces secure, scalable business-to-business solutions for marketers

Software and technology provider SAP announced the launch of a new B2B software-as-a-service (SaaS) solution that will allow users to securely grant third parties access to first-party data, share sensitive information and manage regulatory compliance without the threat of exposure to security risks.

Why we should care

The experience economy is rapidly expanding as more platforms and solutions shift to experience-driven marketing; it is also dependent on our ability to create unique experiences for customers and prospects during the buying process on a scalable level. For enterprise marketers working across international lines, the complexities of navigating regulatory and legal data maintenance and martech compliance are challenging.

“Effective Experience Management is built on engaging customers and partners at every touch point,” said Ben Jackson, general manager, SAP Customer Data Cloud. “Those first conversations are critical, as they set the tone for the relationship. As the relationship matures, so does the complexity of managing a potentially massive network of external stakeholders globally, with access to internal data. SAP CIAM for B2B is the first package of solutions that offers policy-based access control, looking at the wider context of who you are before granting a partner user access to data. As we reach the first anniversary of GDPR, we are now also providing a smarter way to manage a deeply complex ecosystem while maintaining trust.”

Security and compliance should be top-of-mind to today’s marketers, and platforms such as this coming to market are an encouraging sign that tech companies are providing solutions to help us manage these complexities.

More on the news

SAP Customer Identity and Access Management solutions for B2B enable customers to:

• Accelerate revenue growth by deploying a single solution to manage the entire lifecycle of customers and digital partner identities, consent, authentication and authorization
• Simplify customer and partner access and reduce IT complexities with business policy-based access control and organizational access management
• Protect against business risk by capturing and tracking user preferences and consent across their full lifecycle, address data protection and privacy compliance, and build trust with customers and partners

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

About The Author

Jennifer Cannon

Jennifer Videtta Cannon serves as Third Door Media's Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.