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Marketing for Drupalers - Drupal Europe


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Marketers are an important audience for Drupal professionals. Learn why marketers matter, what motivates our marketing colleagues, what they care about and how to make your work more relevant and valuable to them.

Those of us planning, designing, building or supporting Drupal for others are increasingly working for people who see that work through the lens of Marketing. This session will start by looking at the big picture of what's happening in the web market (Wix, WordPress, Sitecore, etc.), where Drupal fits today and how that evolution involves Marketing professionals. Put another way, if Drupal is becoming the tool for Ambitious Digital Experiences, those experiences are paid for by Marketing budgets.

If you’ve come to Drupal via tech ("Come for the code" as we like to say) you might not have an intuitive grasp of the language and concerns of Marketing professionals. This session will explain what Marketers do (it’s different than Sales!), how they do it and what matters to them. Come to this session for an overview of Drupal in the web market, a primer on marketing terms (MQLs, CTAs, Funnels, ...), marketing needs (NNN, CTR, Conversions, …) and competing marketing technologies (there are zillions!).

You will leave this session with a better understanding why marketers matter to Drupal professionals, what motivates our marketing colleagues, what they care about and how to make your work more relevant and valuable to them.

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Marketing for Drupalers - Drupal Europe

  1. 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 E U R O P E @dgorton #Marketing4Drupalers
  2. 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,,, GitHub • @dgorton #Marketing4Drupalers
  3. 3. 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
  4. 4. • Biggest, most important digital marketing investment organizations make • Gartner: 
 $190 Billion yearly on websites vs 
 $154 Billion yearly digital advertising D I G I TA L 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
  5. 5. T H E W E B V E N D O R E C O S Y S T E M CorporateMom & Pop Enterprise 65% total market share @dgorton #Marketing4Drupalers
  6. 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. 7. 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
  8. 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 Used by Practitioners Easy to use, many plugins Enterprise Sales Top-down CMO decision @dgorton #Marketing4Drupalers
  9. 9. 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
  10. 10. 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
  11. 11. • 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 S I T E 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
  12. 12. 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
  13. 13. 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
  14. 14. 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 @dgorton #Marketing4Drupalers
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. • CAC: Customer Acquisition Cost • NNN: Net New Names • MQL: Marketing Qualified Lead • 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
  21. 21. • 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
  22. 22. 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 particulars • Process specifics • Years of experience • …
 !22 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
  23. 23. B E T T E R U N D E R S TA N D M A R K E T E R S ? H O W M A N Y O F U S @dgorton #Marketing4Drupalers
  24. 24. Q U E S T I O N S + C O N V E R S AT I O N @dgorton #Marketing4Drupalers
  25. 25. • Friday, 09:00 - 18:00 • Contributors of all skill sets and levels are welcome and encouraged to join! • Details on website C O N T R I B U T I O N S P R I N T S J O I N U S sprint Dev Days Szeged. Photo:
  26. 26. I M A G E C R E D I T S • Travel Trip Map Direction Exploration Planning Concept: R3DEPP • DrupalCon Europe, 2012: p/d2wNXf • 20, • Hello My Name Is, phvM1B • Gears! • Do you measure up? 2VqrRx • Technical Writing • Unsure Of The Next Step p/8ntAXt • Law Library: • That is the Question: i6cpkf • Marketing Funnel, https:// !26