Learning the Craft of Marketing and Selling Drupal Services

Marketing and Selling Drupal Services July 27th, 2012

Dave Terry  Specializing in Drupal since 2007 Partner  Headquartered in Atlanta, GA  27 Teammates Adam WaidDirector of Marketing @adamwaid

Goal Provide practical ways to increase your marketing and sales efforts of Drupal.

Agenda Why Inbound Let’s talk LessonsMarketing of Marketing Strategy RFPs Learned Drupal?

Why Inbound Lessons Marketing RFPsMarketing? Learned

Wait!Why should wecare about themarketing ofDrupal?

Key Variables for Software Products Must be simple User-friendly Well-marketed Dreis’ Keynote DrupalCon London

Johan Falk May 2012

Sales & Marketingcan stir negativeperceptions.

Why? People must know Drupal exists Community Building – adoption attracts more talent and developers Buyers purchase on name recognition and awareness CMS competition is fierce Job Security – too much Drupal work is better than the alternative

“Ideas that spread, WIN!” Seth Godin

Open Source is Winning!

Outbound Marketing Television Ads Billboards Cold Calling Trade Shows Radio http://xflavor.com/

Inbound Marketing Targeted Emails Blogging Webinars Case Studies SEO http://xflavor.com/

Outbound vs. Inbound File 16475835

Practical Advice

Developing Personas Who is your target audience?  Titles  Role within the organization  Buying Questions/Concerns

Map Your Content

Tip: It’s a Team Effort

ContentCalendar  K.I.S.S.  Accountability  Consistency (2-3 times/week)

Tip: Spoon Feed Ask for Social Sharing Colleagues/Partners  Suggested Tweets  Hashtags  Tracking Links Image credit: http://notrickszone.com/

Nurture Your Leads1. Define Your Audience (Personas) ✔2. Value-added Content ✔3. Set Objectives/Goals4. Set-up a timeline for your emails5. Evaluate your Success

RFP/Proposals –Try to avoid whenever possible Focus RFP time on thought leadership Generate fresh relevant content on your website Become a micro-expert (speak/write) Offer the best possible value in the market

RFP/Proposals Send out a Drupal RFP to 20 vendors 10 Respond 1 winner

RFPs: Always two winners Qualified RFP Spent 100+ hoursWon RFP! & passed responding to RFP & lost

Decision BudgetMakers RealTimeline Problems

Lessons Learned Must have Inbound Marketing Strategy Everyone is an ambassador Spend time qualifying RFPs It’s a marathon not a sprint Marketing and IT working together

Questions?

Mediacurrent helps organizations architect custom websites byleveraging our proven processes and deep expertise in Drupal. @mediacurrent mediacurrent.com

Learning the Craft of Marketing and Selling Drupal Services

by Mediacurrent on Jul 30, 2012

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Learning the Craft of Marketing and Selling Drupal Services Presentation Transcript