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Drupal -- B2B Marketers' Delight

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# Challenges faced by B2B marketers …

# Challenges faced by B2B marketers
# Solutions for these challenges using Drupal Content Management System and mashups with 3rd party SaaS tools

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  • 1. DRUPAL FOR B2B MARKETERS Why Drupal combined with a host of SaaS platforms is a marketer's delight www.srijan.net | business@srijan.in
  • 2. WHAT IS DRUPAL? www.srijan.net
  • 3. ABOUT DRUPAL ● Content Management System (CMS) to help you self-serve content on your website ● Open Source -- zero license fee ● Over 630,000 strong community of users and developers globally ● Development agencies in 180 countries ● White House, Economist, NYSE Euronext websites run on Drupal ● Secure, Scalable, Enterprise-grade ● Integrates with enterprise apps ● Enterprise Support available
  • 4. MARKETING TEAM CHALLENGES AND NEEDS www.srijan.net
  • 5. TYPICAL CHALLENGES ● Multiple platforms -- custom CMS, Wordpress, Joomla -- all scattered ● Difficult publishing; have to deal with HTML/CSS often ● Lack of defining workflows and roles; eg: ● MailSolution Product Manager -- able to make changes to MailSolution product page ● But not to Corporate website ● Corporate website publishing rights with Publishing Manager (VP Marketing) "only" ● Difficulty in handling multiple languages, regions
  • 6. TYPICAL CHALLENGES ● SEO is poor ● Broken pages on website ● Search results on Google show up with undesired links ● Is our website secure? ● Our internal IT team has a long turn-around cycle ● "We've been changing vendors like underwear!" ~ heard a (now) Srijan client say this
  • 7. TYPICAL STATEMENT OF NEEDS ● Common publishing platform ● Workflows with granular access rights management ● Preview before publishing ● Make website accessible on mobile and tablets ● Possibility of different templates across different products, including change in content blocks ● Ensure migration of current content, registered users done without loss of any data
  • 8. TYPICAL STATEMENT OF NEEDS ● Integrations with CRM for capturing leads ● Integrate Drupal <--> CRM <--> Mail management solution (such as Mailchimp) ● Integration with our social platforms -- LinkedIn, FB ● Integration with 3rd party SaaS tools -- KissMetrics, Analytics, Optimizely, etc. -- for studying user behaviour ● A/B Testing for improving design and content that engages; and measurements ● Make our Google ads more targeted, and thus more cost effective
  • 9. TYPICAL STATEMENT OF NEEDS ● SEO readiness -- to implement SEO best practices ● A/B Testing for improving design and content that engages; and measurements ● Make our Google ads more targeted, and thus more cost effective
  • 10. DRUPAL DIGITAL MARKETERS’ DELIGHT www.srijan.net
  • 11. BROKEN WEB
  • 12. BROKEN WEB
  • 13. BROKEN WEB → INTEGRATED WEB
  • 14. BROKEN WEB → INTEGRATED WEB
  • 15. CONTENT,COMMUNITY,COMMERCE
  • 16. CROSS-DEVICE CONTENT DELIVERY
  • 17. MULTI-LANGUAGE CAPABILITIES ● Translatable interface elements ● Multilingual content ● UTF-8 Support
  • 18. INTEGRATION WITH SaaS
  • 19. INTEGRATION WITH SaaS
  • 20. ROLES AND ACCESS CONTROL ● Content Creator --> Editor --> Publisher ● Access Rights mgmt across pages & blocks
  • 21. ● Role based access ● One user can work on multiple roles with different permissions ● Notification to the editors/publishers ROLES AND ACCESS CONTROL
  • 22. WORKFLOW:ARTICLE REVISION
  • 23. WORKFLOW:PUBLISHER/EDITOR
  • 24. ● Content on different repository ● Work offline and push to repository ● Review content without touching the production server CONTENT STAGING Create Content Review Publish
  • 25. Content Personalized Content User Behaviour ● Behaviour tracking of anonymous & logged-in users ● Advanced user scoring of events ● User segmentation based on website behavior ● Content recommendations based on behaviors ● Track based on company or industry visits CONTENT PERSONALIZATION
  • 26. ● Serves 1st time users on basis of industry type, size and geography. ● Business specific case studies, solutions ● Account based marketing ● Serves relevant ads ● B2B Marketers CONTENT PERSONALIZATION ● Serves content on the basis of behaviour of user with the website ● Personalized behaviour ● Customized website behaviour ● Tracks customer lifecycle ● Helps in effective content marketing strategy
  • 27. CONTENT PERSONALIZATION BENEFITS ● Understand which sections they are interacting with via Heatmaps and tracking user behaviour ● Use the data to optimize the design and content increasing lead conversions ● Suggest users the articles based on sections they visited or articles they earlier ● Move to industry specific or account specific targeted advertising (using demandbase) ● Use campaign source information to customize content to the user
  • 28. SOLUTION:SEO READY ● Google Adword Keyword Analyzer ● Meta-tags Generator ● SEO Checker ● Search 404 ● Search engine optimized URL's ● Custom content types and views ● Taxonomy related content ● Link checker module detects broken links
  • 29. ACQUIA VALUE PROPOSITION www.srijan.net
  • 30. ABOUT ACQUIA ● Enterprise Drupal (RedHat of Drupal) ● Creator of Drupal is CTO of Acquia (and co-founder) ● Products and Solutions for scaling and supporting enterprise Drupal implementations ● Some of the smartest Drupal architects available for consulting and design
  • 31. INTEGRATED HOSTING,SUPPORT,SaaS
  • 32. DRAG-DROP DEVELOPMENT INTERFACE
  • 33. PERFORMANCE TUNED,SECURE INTERFACE
  • 34. SRIJAN VALUE PROPOSITION www.srijan.net
  • 35. AGILE ENGAEMENTS DISCOVERY DEVELOPMENT DEPLOYMENT
  • 36. DISCOVERY ● 2-day Workshop with stakeholders ● Requirements documentation ● Workflows documentation ● Architecture (draft) documentation ● Estimates of Time and Costs ● Rough Project Plan
  • 37. 2 week cycle AGILE DEVELOPMENT Agile is about continuous incremental delivery of valuable, market-ready software Source: Agile Analysis and Planning by Ellen Gotesdiener
  • 38. AGILE DEVELOPMENT ● Individuals and their interactions ○ Truth, Trust, Fearless communication ● Delivering working software ○ every 2 weeks ● Customer collaboration ○ Product Owner (from client) takes responsibility ● Responding to change ○ Go-to market early
  • 39. DEPLOYMENT ● Acquia ○ Well-versed with Acquia Hosting environment ○ Well-versed with Acquia security and performance compliance requirements ● Access to Git repo ● Training to stakeholders ○ User Manual ● Post-Deployment Support & Maintenance ○ Clean migration to "dedicated support team" at our Dharamshala office ● We're about "Customer Experience" -- just a call away!
  • 40. ABOUT SRIJAN www.srijan.net
  • 41. ABOUT SRIJAN Consulting, designing and engineering products and solutions for online businesses for over 10 years India’s largest Drupal company Over 200 clients across US, Europe, Middle East and APAC across industries Agile / SCRUM process maturity Preferred Acquia partners Acquia certified Drupal engineers
  • 42. MARQUEE CLIENTS
  • 43. AREAS OF EXPERTISE - SERVICES Web Content Management ● Content Management solution & design ● Editorial Workflows for hassle-free online publishing ● Responsive/Mobile UI design & development ● Content Personalisation ● Integration with 3rd party BPM tools ● Powerful Search solutions (Solr, GSA, Elastic) Drupal Solutions ● Performance & code audits ● Rehabilitation of broken/delayed Drupal projects ● Migration from proprietary CMSs & end-of-life CMSs to Drupal ● Drupal Support & Maintenance ● Drupal optimized hosting ● Custom module development
  • 44. AREAS OF EXPERTISE - SERVICES Outsourced Product Development ● Product Conceptualization; Wireframing & UI/UX Design ● Rapid “prototyping” using HTML5, CSS3, Angular.js ● Dedicated product development teams for Drupal, Node.js ● Test Automation using JMeter, Selenium, Behat & Cucumber ● Continuous Integration & Continuous Deployments Agile Process Maturity ● Trained SCRUM teams ● Certified Scrum Masters ● Resident Agile Coach ● Continuous Testing, Integration & Deployment ● SCRUM and Project burndown charts using JIRA Agile ● Demo-script document for current-state progress
  • 45. Contact us Thank You Interested in joining or knowing more about us? Feel free to reach out to us through any of these channels. Happy to help! business@srijan.in www.srijan.net NEW DELHI NEW YORK GURGAON GOA DHARAMSHALA Headquarter: 8A - Vandana Building, 11 Tolstoy Marg, New Delhi - 110001 INDIA