CloudHealth’s story of ramping up their B2B digital experience through an upgrade to Drupal 8 is impressive - and they’re not alone. Organizations of all kinds are discovering how Drupal 8 can boost lead generation, and ensure those leads get to the sales team faster than ever before. We’d love to answer any questions you might have, and explore how Drupal can empower your own sales team.

1. LEVERAGING DRUPAL TO
BURY YOUR SALES TEAM
IN B2B LEADS

2. MICHAEL LALIBERTÉ
As the Sr. Program Manager of Web at CloudHealth by VMware, Michael
provides expertise in analytics and user experience to drive innovation
and demand generation. Outside of the office, Michael enjoys hiking,
running, and trying new recipes.
Sr. Program Manager, Web
CloudHealth by VMware
mlaliberte@vmware.com

3. As a Solutions Engineer at Acquia, Cyrus researches, scopes, and presents
Drupal and marketing cloud solutions for enterprise-grade web sites and
applications. He also works with the Acquia product teams to integrate
feedback and real-life experiences from customers back into the development
of new products and processes.
CYRUS NATIONS
Solutions Engineer
Acquia
cyrus.nations@acquia.com

4. As CEO of Third and Grove (TAG), Justin leads a team of strategists,
creatives, and technologists who push the boundaries of digital for brands
we all love, from the leading B2B tech companies to Ivy league colleges and
universities. He challenges all of our clients to ruthlessly focus on embracing
the strategies and technologies that will push them to reach their goals and
win the hearts of their customers.
JUSTIN EMOND
CEO
Third and Grove
justin@thirdandgrove.com

5. Agenda
1. Trends in B2B lead gen
2. How VMware turbocharged traffic and
conversion
3. Crush Your Quota: B2B Lead Gen Playbook

6. Trends in B2B
lead gen

7. 73%
PROVIDE INPUT INTO
DECISIONS
34%
ACTUALLY MAKE
DECISIONS

8. Source: Accenture report.
57%

12. CASE STUDY: B2B

13. ENTERPRISE BANK & TRUST
worked with Acquia and Bounteous to implement an
industry-leading personalization strategy. Content and data silos
meant that sales and marketing were out of alignment. To meet the
challenge, they deployed Acquia Cloud, Acquia Cloud Edge, and
Acquia Personalization.
97%
increase in new users
from 2018-2019
26%
increase in contact form
submissions from
2018-2019
2x
year-over-year
doubling of MQLs
sent to sales

14. How VMware
turbocharged traffic
and conversion

15. A week in marketing
OLD WEBSITE FRONTEND

17. Marketing Requirements
– Accommodate new products and
solutions in an evolving landscape
(VMW & cloud ecosystem)
– Streamlined content creation
and approval
– Flexible, scalable layouts
– Utilize media assets with
ease, without technical help
– Scale lead generation efforts
– Faster iteration
– Impending Drupal version EoL

18. Marketing Requirements
– Accommodate new products and
solutions in an evolving landscape
(VMW & cloud ecosystem)
– Streamlined content creation
and approval
– Flexible, scalable layouts
– Utilize media assets with
ease, without technical help
– Scale lead generation efforts
– Faster iteration
– Impending Drupal version EoL
Simplify main navigation and
information architecture
Reduce redundant workflows
(Consolidated 15 content types in D7 to 3 in
D8)
Add 7-10 modular layouts for unique pages
Leverage Drupal 8 Media Library
improvements
Marketing Enablement
Multiple weekly meetings: marketing & dev.

19. Navigation

21. FROM PRESCRIPTIVE TO ADDITIVE
— Rebuild the editor experience
— Design components, not templates
— Retrain CMS users

22. DRUPAL 7 TO 8/9
– Self service
– Media library
– Layout building
– D9 coming soon

23. Acquia Migrate:
Accelerate
The ONLY tool available for
accelerating the migration of
Drupal 7 applications
to Drupal 9.
Customers see migrations
accelerate by up to 80%
faster.
CUSTOMER BENEFITS
﹣ Advanced Migration UI on top of
Drupal's powerful Migrate API.
﹣ Lowers the barrier of entry for
performing content migrations
﹣ Acquia-provided
migration workspace
﹣ Acquia best practice
knowledge baked in

25. IMPROVED
concept to
deployment speed
increased
viewership of
Solution and Product
pages
13.6%
increase in Traffic to
tier 1 conversion
opportunities
69%
increase in traffic
to resource pages
6%
Improvement in
organic site
conversion rate
Metrics

26. LEARNINGS
Comms,
comms, & comms
Weekly
meeting of minds
across marketing,
brand, technology
Marketers
are not always UX
people
Look at
all the great stuff
in D8, D9, and
Site Studio
Navigation
needs to be examined
(B2B)
Empower
agile marketing
(B2)

27. Crush your quota:
B2B Lead Gen
Playbook

29. The B2B Lead Gen
Playbook
1. Start with the end in mind
2. Audit All the Things
3. Map your audience groups
4. Light up the dark funnel
5. Plan for 1st party data
6. Look for easy wins

30. Start with the end in mind

31. dentity
Data
Audit All the Things

32. Map your audience groups

33. Light up the dark funnel

34. Plan for 1st party data

35. – IA refinements
– Navigation refinements
– PDF -> HTML
– Optimize key landing pages
– What can you take away?
Look for the
easy wins

36. Thank you!
MICHAEL LALIBERTÉ
Sr. Program Manager, Web
CloudHealth by VMware
mlaliberte@vmware.com
CYRUS NATIONS
Solutions Engineer
Acquia
cyrus.nations@acquia.com
JUSTIN EMOND
CEO
Third and Grove
justin@thirdandgrove.com