kn 73% of companies are planned an investment in mobile channels in 2011 55% of consumers felt positively when companies responded to a social media posting. Best-in-Class companies were 3.8 times more likely to change content based upon visitor behavior. The result? They were superior to their peer companies by having a 148% return on marketing investments, 63% current growth in revenues, and 13% increase in year-over-year customer profitability 2011 Frost and Sullivan report, “Using a DAM platform to manage all marketing assets and integrate with the Web Experience Management on the front end creates a powerful combination for marketing organizations to translate online marketing strategies into successful execution that is measurable and repeatable. Customers who are fully engaged represent an average 23% premium in terms of share of wallet, profitability, revenue, and relationship growth than the average customer. Actively disengaged customers represent a 13% discount in those same measures.
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Demandbase unlocks the identity of the website visitor through its Real-Time Identification service, which links the IP address to our proprietary Business Resolution Platform. Demandbase delivers up to 40 targetable attributes into your marketing automation system. This standardized data resides content management system and provides marketers with increased capabilities to segment and target content to drive engagement. With this valuable information, rules can be written in the CMS to dynamically serve content based on the visitor ’s identity.
These companies recognize that they must create an optimal website experience that results in customer acquisition, customer retention, and builds awareness.
Increase B2B Engagement Rates with Personalized Web Experiences in Drupal
Inside Many Large Organizations,the Web Is Broken Microsite Intranet MicrositeWeb Content Landing Page Blog Microsite SocialManagement Business Main website Event site Extranet Software Corp-com Wiki site Community platform Media gallery Ecommerce site Promotion Microsite Product site Ecommerce
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 “CMO and CIO: A Beautiful “Marketers: Digital Offers “Why Web Experience Friendship?” us More for Less” is a Marketing Must” -The Buzz Bin - Ad Age - CMO Magazine “Content Marketing “Marketers Must belongs in…Marketing” “Creating a Winning be Technologists” - Social Times Web Presence” - Balihoo - MarketingProfs “B2B Sales and “Landing Pages 3.0: Marketing How content and Lack Tools context for Effective plays a more Selling meaningful role” Conversations” - Search Engine Land - MarketingProfs
OpenWEM: A Customer Journey Attract Attract Engage Engage Associate Associate Influence Influence Sell Sell Retain RetainCustomer Market StrategySegments Content Community Commerce Social WCM Business eCommerce Software Solutions Drupal Coltrane Commons Commerce Platform DRUPAL
WEM Drives Real ROI 55% of consumers felt positively when companies responded Tablet visitors spend to a social media posting. Companies over 50% more that change content than visitors who use based upon visitor smartphones, and behavior over 20% more than visitors who use desktop or WEM + DAM laptop computers. is a powerful combination to translate online marketing strategies that are measurable 148% and repeatable.return on marketing Customers who are fully engaged investments represent an average 23% premium 63% in terms of share of wallet, profitability, revenue, and relationship growth. current growth in revenues
Truly Agile Marketing Pinterest hits New Drupal module 15 Drupal sites go live 10M unique visitors created for website with Users “pinned” images Pinterest integration February 2012 March 2012 April 2012
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 wayEnterprises engage customers to stop theendless 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.comWhat we do•Demandbase is the first real-time targeting and personalization platform forB2B, transforming the effectiveness of marketing programs and Marketing’sability to impact revenueWhy it matters•Personalized website experiences•Attract, engage and convert target accounts•Analytics and insight that matters to sales and marketingDriving to results•Increase lead conversion rates•Decrease in time-to-close•Real-time campaign optimization
Why Content Matters in B2B Marketing Sales cycles are shorter. Buying cycles are not. Buying Cycle Sales Cycle First Hand-Raise Close Visit • Problem Definition • Making the decision • Exploring Possible Solutions • Justifying Decision • Buyer Research • Pricing/Contract• 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
Give buyers what they want Elevate website experience for the enterprise buyerCustom content Increased user engagement IncreasedWebsite Visitor conversion + revenue Healthcare Customer Public Sector Prospect Transportation Prospect
We’re Proud of Our Customers! Their success is a measure of our success.
The Buyers Journey 1.0 About Srijan Technologies, India • 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
The Buyers Journey 1.0 About Srijan-Demandbase’s Drupal module • 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”
The Buyers Journey 1.0 Demandbase module installation
The Buyers Journey 1.0 Configuration for Demandbase module
The Buyers Journey 1.0 Configuration for Demandbase module
The Buyers Journey 1.0 Initial Screens for Demandbase module
Thank You!• Get the eBook “Tell them what they want to hear” at http://www.demandbase.com/landing-page/tell-them-what-th• Download the Drupal B2B Personalization module :http://drupal.org/project/demandbase• Inquiries : firstname.lastname@example.org
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