meeting marketing challenges with automation and drupal

Meeting Marketing ChallengesWith Automation and Drupal

By: Adam WaidJay Callicott

Bobby Drummond

Adam WaidMarketing Director

@adamwaid

Jay CallicottLead Architect / Product Manager

@drupalninja

Bobby DrummondStrategic Alliance ManagerSilverpop, an IBM Company

Design/Theming● Usability Testing

● Responsive Design

● Drupal Theming

● Annotated Wireframes

@Mediacurrent

Development● Drupal Support

● Custom Module Development

● Large Scale Systems Integration

● Security & Performance Expertise

We help organizations build highly impactful, elegantly designed Drupal websites that achieve the strategic results you need.

Digital Strategy● Content Strategy

● Content Generation

● Result Metrics

● Marketing Automation Integration

Our CustomersHighly impactful Drupal websites that get results for businesses.

● Wrote only Marketing & Drupal eBook

● Featured in “Marketing Automation for Dummies”

● Organize a monthly Marketing Automation meet-ups

● Maintain most MA Drupal modules

● 30+ MA resources on Mediacurrent.com

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Featured in

Our Experience

● Overview

● What to Consider before purchasing?

● Case Study

● MA Integration

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Agenda

How DoesMarketing Automation

Work?

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@Mediacurrent

Meet Joe Blue

Blue Ridge, GA

“a clue!”

Hi!

Joe needs a

lawn service

@#$!Kentucky Blue Grass

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edit text here

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How can you

CaptureJoe’s attention?

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With

Marketing Automation

Zone 7

Nurturing

+20 +50 +100

Sales Assignment

+100

CROSS PLATFORMTriggering SMS, Email, and internal notifications.

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4 things to considerbefore purchasing marketing automation

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Consider: Your Lead Management process

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@Mediacurrent

Conversion

Social

Email

SEO

Events

Web Visits

MA profile created Nurture

Assignto

Sales

Users are notified

Sales Follow-up(48 hours)

Not a sa

les-ready lead

Nurture list

(-100)

Sales Process Begins

Salesforce:“working”

100 points

Consider: Your Team’s Skills

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Consider: Your Content Strategy

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Content Strategy Session

Wednesday 10:45 AM

Consider: Your Overall Goals

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Practical Examplesof successful marketing automation campaigns

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Copyright 2014 IBM Corporation

IBM Industry Cloud Solutions

Welcome to the Future of Marketing

Copyright 2014 IBM Corporation

Silverpop, an IBM Company is focused on helping

marketers transform the customer experience — increasing

engagement and driving revenue.

Copyright 2014 IBM Corporation

Automotive Technology Consumer Goods Agency Finance /

Insurance Healthcare Retail

More than 2,000 customers, representing about 5,000 brands

Copyright 2014 IBM Corporation

What does Silverpop provide?

Email Marketing

▪ Dynamic email content and sophisticated features drive higher conversion

Lead to Revenue Management

▪ Scoring and automation support complex, direct sales efforts

Behavioral Marketing Automation

▪ Capture and use behavior from virtually any source to drive highly personalized interactions

Copyright 2014 IBM Corporation

Data in Silos

Fragmented picture of customers

Lack of Control

Lack of control

over data

RelevantContent

Inability to customize

content

Right Channel

Get customer’s attention

Real-time Execution

Inability to execute in real-time

Lack of Insight

How individuals

interact with your

brand

What business challenges does Silverpop solve?

Copyright 2014 IBM Corporation

Individualized email messaging increases engagementSubject Line PersonalizationFirst name personalization

Personalized Content Name and contact info for each customer’s personal rep

Dynamic Subject LinesThe subject line changes based on the type and duration of club membership

Individualized Content ListsFor any customer who has purchased two or more items in the last 90 days, list each purchase with review links

E-commerce-driven PersonalizationDisplay totals and other engaging content to drive follow-on purchases

Website-driven ContentDirectly track each customer’s Web activity and prompt them to visit new areas of the site

Send Time OptimizationThe message arrives in each individual’s inbox at precisely the time that individual is most likely to check email

Data-driven Dynamic ImageImage is selected based on demographic and profile info

Score-driven Dynamic OfferDiscounts/prices vary by social influence and time since last purchase

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45

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2

9

8

7

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2

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Copyright 2014 IBM Corporation

Communication stepsMarketers can visual build the content and cadence for the automated campaign including email, direct mail, tele-sales, and lead routes.

Decision diamondsEasily add business criteria to determine when and which path each individual will move down.

Advanced processing (global, track, step)Extensive capabilities drive real-time interactions and external systems - Filter, route, update, Sync with CRM, add to CRM campaign, or End Track contacts

Hyper individualized contentDynamic content, relational table content, behavioral content, real-time content and send time optimization are available in each step

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Program automation drives interactions at scale

Copyright 2014 IBM Corporation

Email BehaviorsOpens, Clicks, Sent or not sent, in any given time window.

Web Analytics IntegrationWA data feed – search, shopping cart, page level

Relational DataEcommerce, In Store

Social FeedMention, Follow, RT in given time window

Silverpop Native Web FeedSite visits, page visits, Custom web behaviors

Behavior-based business rules create personalized interactions

Copyright 2014 IBM Corporation

Why Silverpop?

▪ Capture more behavior from more sources

▪ Use those behaviors to automate highly personalized interactions at scale

▪ Smoothly integrate with world-class technology solutions

▪ Which can result in:

‒ Campaigns driven by customer behaviors generate more revenue

‒ Better customer experience builds competitive differentiation and loyalty, expanding wallet share

‒ Exceptional time to value and increased ROI

IntegrationTips for Success

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Marketing Automation & Drupal

● Our Involvement

● Why do I need a module?

● How to Integrate

● Future plans

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Mediacurrent’s Involvement

● M.A. services on the rise

● Customers need integration

● Modules out of date

● Decided to take ownership

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Project Goals

● Stable 7 release

● Webform integration

● Web & event tracking

● Up to date documentation

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Why do I need a module?

● No developer required

● Control from Drupal Admin

● Code Updates

● Better Drupal integration

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How?Example of how to integrate with Drupal

http://bit.ly/1wACFoM

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Our Plans

● Personalization integration

● Pre-populated fields

● Deeper Drupal integration

● More intuitive for average user

● Reporting

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Where to Download

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https://drupal.org/project/silverpop

https://drupal.org/project/infusionsoft

https://drupal.org/project/hubspot

https://drupal.org/project/eloqua

https://drupal.org/project/pardot

Power Sessions

Featuring Mediacurrent

Thank You!Questions?

@Mediacurrent Mediacurrent.com

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