The document discusses the requirements and implementation of marketing automation with Drupal, highlighting the importance of integrating customer data and CRM systems for effective lead nurturing. It outlines a step-by-step approach including data collection, sales process understanding, and content strategy to engage customers throughout their digital journey. Additionally, it emphasizes the flexibility of configuring landing pages and using various modules within Drupal to enhance marketing efforts.

1. Marketing Automation
with Drupal
Manuel Pistner, CEO at Bright Solutions GmbH

2. General Requirements for Marketing Automation
Marketing Automation
Content MarketingTargeting
Digital Customer Journey
Online
Marketing

3. General Requirements for Marketing Automation
individual
individual
individual
Customer
B2B / B2C

4. General Requirements for Marketing Automation
individual
individual
individual
Customer
B2B / B2C
time consuming
high acquisition
expenses

5. Solution?

7. General Requirements for Marketing Automation
high ability of
service integration
acceptance of digital
customer relationship

8. General Requirements for Marketing Automation
Step 1: Collect customer data

9. General Requirements for Marketing Automation
Step 2: Sort customer data
Sector Position Needs ...
Personas

10. General Requirements for Marketing Automation
Step 3: Pick a powerful CRM service for the data
Agile CRM
Salesforce
SAP Cloud
Zohoo CRM
Hubspot
Drupal CRM Core & Redhen CRM
...
Ensure that you can
categorise your leads with
the CRM.
Also, ensure that the API
makes a communication
between Drupal & the
service possible.

11. General Requirements for Marketing Automation
Tools to measure marketing success
Google Analytics
etracker
Klout
Piwik
listed CRM systems above
...

12. General Requirements for Marketing Automation
Step 4: Know the Sales Process
A
I
D
A
content first!
Without content, no attention is expedient
ttention
nterest
esire
ction
social media, SEO, newsletter, ads, events
etc.
you convinced your customer/ lead with
a successful "A" and "I".
They WANT your product.
final purchase
Lead Nurturing / Sales Funnel

13. General Requirements for Marketing Automation
experience management
COMMERCE MARKETING SERVICE SALES BILLING
DATA MANAGEMENT
customer / product
PLATFORM, INFRASTRUCTURE, INTEGRATION

14. Implemention of Marketing Automation with Drupal
Individual Digital Customer Journey
Your landingpage
is key.

15. Implemention of Marketing Automation with Drupal
Flexible content architecture
Panels
Paragraphs
Media Modul
Views
Blogs
contact us for a quick configuration demo!

16. Implemention of Marketing Automation with Drupal
Individual Drupal landingpage
single site configuration steps
content elements / modules
onetime setup
of teaser, galeries, slider, contact forms etc.
multiple flexibility
in setting up single sites
no need
to ask the dev team for a new deployment
tag your content so you can add the information to
your lead's profile in your CRM

17. Implemention of Marketing Automation with Drupal
Individual Lead Nurturing
Rules Module (Event-Condition-Action)
visitor is linked via cookie
or already listed in your CRM system
Event
Condition
Action (Rules)
visitor views content
transfers tag information of the viewed
contant to your lead profiles in CRM
Interest

18. Implemention of Marketing Automation with Drupal
Individual Lead Nurturing
Basis: tagged lead in CRM system
halts in between on your product site:
video to show more/ other values, Call-To-Actions etc.
start an email campaign according to the tagged target groups
Checkout/ shopping basket
different communication channels, integrated with Drupal:
WEB MOBILE TICKET SYSTEMS etc.

19. Implemention of Marketing Automation with Drupal
Individual Lead Nurturing
No Checkout ensued?
tag as "shopping basket dropout"
product or delivery charges are too expensive
valuable purchase process information
visitor is unconvinced of product value
offer: voucher, percentages, more valuable content etc.

20. Implemention of Marketing Automation with Drupal
Rules Module = pivotal point in
to perform actions after specific events
Content & Commerce performance becomes reality

21. Implemention of Marketing Automation with Drupal
Drupal Framework with ...
... Content
... Rules
... Panels
... Views
landingpage with
individual content,
for the individual
Customer Journey
of your customer.

22. Questions?
on www.brightsolutions.de
"Marketing Automation"
whitepaper & detailed blog post
PS:
stay tuned for our

23. Thank you for your attention!
@manuelpistner
pistner@brightsolutions.de
www.brightsolutions.de