Increase B2B Engagement Rates with Personalized Web Experiences in Drupal
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© Acquia, Inc. 2012 Acquia Delivering Solutions for the Open Web Transforming Digital Marketing with OpenWEM John Carione, Senior Director Solutions Marketing, Acquia
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Transcript of Increase B2B Engagement Rates with Personalized Web Experiences in Drupal
© Acquia, Inc. 2012
Acquia Delivering Solutions for the Open Web
Transforming Digital Marketing with OpenWEM
John Carione, Senior Director Solutions Marketing, Acquia
Today’s Webinar Presenters
John CarioneSr. Director, Marketing, Acquia@john_carione
Amit VarshneyaVP, Strategic Services, Demandbase@amit_varshneya
Rahul DewanCEO, Srijan Technologies@rahuldewan
Inside Many Large Organizations, the Web Is Broken
Web Content Management
Social Business Software
Ecommerce
Microsite
Microsite
Promotion
Microsite
Microsite
Event site
Blog
Productsite
Corp-comsite
Extranet
Wiki
Mediagallery
Communityplatform
Intranet
Ecommerce site
Landing Page
Main website
State of the Market• Social Business
Software and WEM being pitched as separate RFPs today, but…
• These markets are consolidating to enable integrated customer experiences for content and community
Marketing is now Digital Marketing
“Marketers: Digital Offers us More for Less”
- Ad Age
“CMO and CIO: A Beautiful
Friendship?”-The Buzz Bin
“Why Web Experience is a Marketing Must”
- CMO Magazine
“B2B Sales and Marketing Lack Tools for Effective
Selling Conversations”
- MarketingProfs
“Creating a Winning Web Presence”
- MarketingProfs
“Content Marketing belongs in…Marketing”
- Social Times“Marketers Must
be Technologists” - Balihoo
“Landing Pages 3.0: How content and
context plays a more
meaningful role” - Search Engine Land
eCommerce
Drupal Commerce
Commerce
SocialBusiness Software
Community
Commons
WCM
Coltrane
Content
OpenWEM: A Customer Journey
RetainRetainSellSellInfluence
InfluenceAssociateAssociateEngageEngageAttractAttract
CustomerStrategy
Market Segments
Solutions
Platform DRUPAL
Tablet visitors spend
over 50% morethan visitors who use
smartphones, and
over 20% more
than visitors who use desktop or
laptop computers.
WEM Drives Real ROI
Customers who are fully engaged represent an average 23% premium
in terms of share of wallet, profitability, revenue, and relationship growth.
55% of consumers felt positively of consumers felt positively
when companies responded to a social when companies responded to a social media posting.media posting.
148%return on marketing
investments
148%return on marketing
investments
63%current
growth in revenues
63%current
growth in revenues
Companies that change content based upon visitor
behavior
Companies that change content based upon visitor
behavior
WEM + DAMis a powerful combination to
translate online marketing
strategies that are measurable
and repeatable.
Truly Agile Marketing
February 2012 March 2012 April 2012
Pinterest hits 10M unique visitors
New Drupal module created for website
Users “pinned” images
15 Drupal sites go live with
Pinterest integration
Acquia Web Experience Services
• Creating more personal, engaging website experiences that expand your digital footprint through compelling multi-channel campaigns targeted at well defined customer segments.
• Connecting more deeply with consumers to build brand loyalty across both geographies and channels.
• Converting more prospects with personalized, optimized experiences generate demand across web, social, mobile and other emerging channels.
• Capturing the history and context of all your customer interactions to measure and refine future programs and campaigns.
Why Should I Care About Drupal for WEM?
Drupal is revolutionizing the way Enterprises engage customers to stop the endless cycle of:
• Stifling innovation with closed-loop development
• Increasing time-to-market with heavy development needs
• Creating unmanageable, siloed islands of excellence across core digital marketer competencies
• Getting locked into organizations into one set of infrastructure and tools
• Constrained marketing budgets with large upfront and/or ongoing maintenance charges
www.demandbase.com
What we do•Demandbase is the first real-time targeting and personalization platform for B2B, transforming the effectiveness of marketing programs and Marketing’s ability to impact revenue
Why it matters•Personalized website experiences•Attract, engage and convert target accounts•Analytics and insight that matters to sales and marketing
Driving to results•Increase lead conversion rates•Decrease in time-to-close •Real-time campaign optimization
Why Content Matters in B2B Marketing
• Buyers are raising their hand 70% later in the sales cycle than before (Sirius Decisions)
• No sale happens without a website. Website visits #1 indicator of future revenue
First Visit
Hand-Raise
Close
Buying Cycle
Sales Cycle
• Problem Definition• Exploring Possible Solutions• Buyer Research
• Making the decision• Justifying Decision• Pricing/Contract
Sales cycles are shorter. Buying cycles are not.
Give buyers what they wantElevate website experience for the enterprise buyer
Website Visitor
Custom content Increased user engagement Increased conversion +
revenue
Public SectorProspect
TransportationProspect
HealthcareCustomer
How It Works
69.38.209.30 IP Address
We’re Proud of Our Customers!
Their success is a measure of our success.
About Srijan Technologies, IndiaThe Buyers Journey 1.0
• Srijan is a 10 year old Web Content Management services company using Agile software development practices to deliver solutions globally
• A “Drupal-only” company with 50+ staff members across 2 development centers in India
• Written modules for several 3rd party integrations such as Demandbase, Highrise CRM, Crunchbase, LinkedIn
About Srijan-Demandbase’s Drupal moduleThe Buyers Journey 1.0
• Available for download at http://drupal.org/project/demandbase (and actively maintained)
• Integrates with Demandbase API
• Uses “Context module” to define “Conditons” and “Reaction”; eg: for a visitor from the “Financial Services industry” show a block with a “Recent Case Study” or/and “White Paper”
Demandbase module installationThe Buyers Journey 1.0
Configuration for Demandbase moduleThe Buyers Journey 1.0
Configuration for Demandbase moduleThe Buyers Journey 1.0
Initial Screens for Demandbase moduleThe Buyers Journey 1.0
Let’s get to the demoThe Buyers Journey 1.0
Thank You!
•Get the eBook “Tell them what they want to hear” at http://www.demandbase.com/landing-page/tell-them-what-they-want-to-hear-a-demandbase-ebook/
•Download the Drupal B2B Personalization module : http://drupal.org/project/demandbase• Inquiries : [email protected]
