The document provides an overview of a presentation given by Drew Gorton on marketing for Drupalers at DrupalCon Seattle 2019. Some key points from the presentation include: - Web sites are one of the biggest digital marketing investments for organizations, surpassing digital advertising spending. - When talking to marketers, Drupal is seen as less experienced in enterprise sales, top-down CMO decision making, and being easy to use with many plugins. - Common digital marketing technologies, measurements, and jargon were discussed to help Drupal developers better understand and meet the needs of marketers.

1. A D R U PA L E R S G U I D E T O M A R K E T I N G
D R U PA L C O N S E AT T L E 2 0 1 9
@dgorton #marketing4drupalers

2. D R E W G O R T O N
• Director of Developer Relations, Pantheon
• Web Developer late ‘90s → Marketing now
• Drupal: Came for Code. Stayed for Community
• Also enjoy:
- Cooking
- Languages (English, Spanish, Japanese, …)
- Board games and other nerdy things
• dgorton: Twitter, Drupal.org, WordPress.org, …
@dgorton #marketing4drupalers

3. M Y M A R K E T I N G J O U R N E Y
• 2001: Gorton Studios
• ~2004: First bad sale
• ~2004-2015: Marketing clients
• ~$200k avg sale
• Multi-year, multi-sale relationships
• Non-profit, Education, Gov’t, …
• 2015: Pantheon, DevRel & Marketing
• Today: Helping a younger me :)
@dgorton #marketing4drupalers

4. W E B & D R U PA L B U S I N E S S T R E N D S
1 0 , 0 0 0 F O O T V I E W
@dgorton #marketing4drupalers

5. • Biggest, most important digital
marketing investment organizations
make
• Gartner:
$190 Billion yearly on websites vs
$154 Billion yearly digital advertising
M A R K E T I N G I N V E S T M E N T
W E B S I T E S A R E A
@dgorton #marketing4drupalers

6. T H E C M S E C O S Y S T E M B Y
R E V E N U E ( E S T I M AT E S )
@dgorton #marketing4drupalers

7. TA L K I N G T O M A R K E T E R S
D R U PA L I S L E S S E X P E R I E N C E D I N
@dgorton #marketing4drupalers

8. TA L K I N G T O M A R K E T E R S
D R U PA L I S L E S S E X P E R I E N C E D I N
Enterprise Sales
Top-down CMO decision
Used by Practitioners
Easy to use, many plugins
@dgorton #marketing4drupalers

9. A R E F O R M A R K E T E R S
A M B I T I O U S D I G I TA L E X P E R I E N C E S
@dgorton #marketing4drupalers

10. S TAT E O F T H E A G E N C Y
PA N T H E O N R E P O R T
@dgorton #marketing4drupalers

11. M A R K E T I N G 1 0 1
• “Just” communication
• Telling others who you are
and what you do
• “I’m Drew. I like cooking”
• Not Sales
@dgorton #marketing4drupalers

12. Example:
• 10,000 people aware
• 1,000 interested
• 100 deciding what to do
• 10 acting now
F U N N E L
S A L E S A N D M A R K E T I N G
@dgorton #marketing4drupalers

13. • Awareness
• Blog posts, How-Tos and guides,
Videos, advertising, SEO …
• Interest
• Webinars, E-books, newsletters,
White papers …
• Decision
• Request info, Add to Cart, …
• Action
• Donate, Checkout, …
W E B F U N N E L
S A L E S A N D M A R K E T I N G
@dgorton #marketing4drupalers

14. T O O L S A N D T E C H N O L O G I E S
M A R K E T I N G
@dgorton #Marketing4Drupalers

15. F I N D D R U PA L !
M A R K E T I N G T E C H N O L O G I E S
@dgorton #marketing4drupalers

16. D I G I TA L
M A R K E T I N G
• Lots of Tech
• CMS, CRM, DAM …
• Many Measurements
• CAC, MQL, NNN, CPL …
• Many Acronyms (!)
• All easy
• Learn 9 today
• Tools to understand the rest
• BONUS: make 2 new ones!
@dgorton #marketing4drupalers

17. 2018 Averages:
• Paid Social + Ads:
• 50,000 Impressions / month
• 2,000 Visitors / month
• $1000 Spend / month
• 10,000 Visitors / month
• 400 Newsletter signups / month
• 20 Donations / month for $1500
W E B S I T E
N O N P R O F I T. O R G
@dgorton #marketing4drupalers

18. How many people click and visit
your site?
2,000 Visits
————————
50,000 Impressions
CTR = 4%
C T R : C L I C K T H R O U G H R AT E
M E A S U R E M E N T S
@dgorton #marketing4drupalers

19. How much does each click cost?
2,000 Visits
————————
$1,000
CPC = $.50
C P C : C O S T P E R C L I C K
M E A S U R E M E N T S
@dgorton #marketing4drupalers

20. How much does each lead cost you?
$1,000
———————-———
80 Newsletter Signups*
CPL = $12.50
*20% of 400 Newsletter Signups = 80
C P L : C O S T P E R L E A D
M E A S U R E M E N T S
@dgorton #marketing4drupalers

21. CTR = 4%
CPC = $.50
CPL = $12.50
Good? Bad? It depends!
Compare vs History
Compare vs Peers
A R E T H E S E G O O D ?
M E A S U R E M E N T S
@dgorton #marketing4drupalers

22. • MQL: Marketing Qualified Lead
• CAC: Customer Acquisition Cost
• NNN: Net New Names
• CLV / CLTV / LTV: Lifetime Value
• S/ME: Sales / Marketing Efficiency
• MoM: Month over Month
(“CPL is down 35% MoM”)
J A R G O N F T W !
F U N N E L A C R O N Y M S
@dgorton #marketing4drupalers

23. • Marketers have to report on progress
• Find out their KPIs and improve them
• Make reporting intuitive and easy
(don’t just connect Google Analytics
and walk away)
• You have valuable insights & access
from other clients and projects!
M A K E R E P O R T I N G E A S Y
M A K E A M A R K E T E R H A P P Y
@dgorton #marketing4drupalers

24. Very Interesting:
“We typically improve our clients’ Cost per
Lead (CPL) by 15%”
• Measured things (traffic, signups, …)
• Shared insights from peers
• Simplified reporting
• Integrations with other Marketing Tech
(CRM, DAM, etc.)
• ….
Less Interesting:
“We are trusted Drupal experts. Our public
modules are used on over 100,000 sites.”
• Drupal/web tech particulars (modules,
taxonomy, HTTP/3, …)
• Engineering practices (git, code reviews,
automated testing, …)
• Years of experience
• …
!24
S H A R E Y O U R T R A C K R E C O R D
M A R K E T E R S VA L U E R E S U LT S
@dgorton #marketing4drupalers

25. • Communication is hard
• Many Measurements - all straightforward
• Make a Marketer happy:
• Better Communication
• Smarter Measurements
• Better Integrations
F O R M A R K E T E R S
M A K I N G D R U PA L B E T T E R
@dgorton #marketing4drupalers

26. • Marketing Understand Index (MUI)
increase?
• Marketing Jargon Confidence (MJC)
increase?
L E T ’ S M E A S U R E
K P I T I M E
@dgorton #marketingbuyer@dgorton #marketing4drupalers

27. Q U E S T I O N S + C O N V E R S AT I O N
@dgorton #marketing4drupalers

28. F E E D B A C K ! ( P L E A S E ! )
H T T P S : / / E V E N T S . D R U PA L . O R G / S E AT T L E 2 0 1 9 / D R U PA L E R S - G U I D E - M A R K E T I N G

29. Join us for
contribution opportunities
Friday, April 12, 2019
Mentored
Contributions
9:00-18:00
Room: 602
First Time Contributor
Workshop
General
Contributions
9:00-12:00
Room: 606
9:00-18:00
Room: 6A
#DrupalContributions

30. I M A G E C R E D I T S
• Pikes Place Fish, CC BY 2.0, https://
commons.wikimedia.org/w/index.php?
curid=4071256
• Moon Landing, NASA
• Please stay on the path by Mark
Duffel on Unsplash
• 100 US dollar banknotes by Pepi
Stojanovski on Unsplash
• Gray asphalt road by Brett Patzke on Unsplash
• DrupalCon Europe, 2012: https://flic.kr/p/
d2wNXf
• Hello My Name Is, https://flic.kr/p/phvM1B
• Gears! https://flic.kr/p/9E4sFP
• Do you measure up? https://flic.kr/p/2VqrRx
• Technical Writing https://flic.kr/p/aoduEL
• Unsure Of The Next Step https://flic.kr/p/
8ntAXt
• Law Library: https://flic.kr/p/aBpw4o
• That is the Question: https://flic.kr/p/i6cpkf
• Marketing Funnel, https://www.mailmunch.co/
blog/sales-funnel/
!30