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# Challenges faced by B2B marketers # Solutions for these challenges using Drupal Content Management System and mashups with 3rd party SaaS tools
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www.srijan.net | [email protected]
DRUPAL FOR B2B MARKETERSWhy Drupal combined with a host of SaaS platforms is a marketer's delight
ABOUT DRUPAL
● Content Management System (CMS) to help you self-serve content on your
website
● Open Source -- zero license fee
● Over 630,000 strong community of users and developers globally
● Development agencies in 180 countries
● White House, Economist, NYSE Euronext websites run on Drupal
● Secure, Scalable, Enterprise-grade
● Integrates with enterprise apps
● Enterprise Support available
TYPICAL CHALLENGES
● Multiple platforms -- custom CMS, Wordpress, Joomla -- all scattered
● Difficult publishing; have to deal with HTML/CSS often
● Lack of defining workflows and roles; eg:
● MailSolution Product Manager -- able to make changes to MailSolution
product page
● But not to Corporate website
● Corporate website publishing rights with Publishing Manager (VP Marketing)
"only"
● Difficulty in handling multiple languages, regions
TYPICAL CHALLENGES
● SEO is poor
● Broken pages on website
● Search results on Google show up with undesired links
● Is our website secure?
● Our internal IT team has a long turn-around cycle
● "We've been changing vendors like underwear!" ~ heard a (now) Srijan client
say this
TYPICAL STATEMENT OF NEEDS
● Common publishing platform
● Workflows with granular access rights management
● Preview before publishing
● Make website accessible on mobile and tablets
● Possibility of different templates across different products, including change
in content blocks
● Ensure migration of current content, registered users done without loss of
any data
TYPICAL STATEMENT OF NEEDS
● Integrations with CRM for capturing leads
● Integrate Drupal <--> CRM <--> Mail management solution (such as
Mailchimp)
● Integration with our social platforms -- LinkedIn, FB
● Integration with 3rd party SaaS tools -- KissMetrics, Analytics, Optimizely,
etc. -- for studying user behaviour
● A/B Testing for improving design and content that engages; and
measurements
● Make our Google ads more targeted, and thus more cost effective
TYPICAL STATEMENT OF NEEDS
● SEO readiness -- to implement SEO best practices
● A/B Testing for improving design and content that engages; and
measurements
● Make our Google ads more targeted, and thus more cost effective
BROKEN WEB
BROKEN WEB
BROKEN WEB → INTEGRATED WEB
BROKEN WEB → INTEGRATED WEB
CONTENT,COMMUNITY,COMMERCE
CROSS-DEVICE CONTENT DELIVERY
● Translatable interface elements
● Multilingual content
● UTF-8 Support
MULTI-LANGUAGE CAPABILITIES
INTEGRATION WITH SaaS
INTEGRATION WITH SaaS
ROLES AND ACCESS CONTROL
● Content Creator --> Editor --> Publisher
● Access Rights mgmt across pages & blocks
● Role based access
● One user can work on multiple
roles with different
permissions
● Notification to the
editors/publishers
ROLES AND ACCESS CONTROL
WORKFLOW:ARTICLE REVISION
WORKFLOW:PUBLISHER/EDITOR
● Content on different repository
● Work offline and push to repository
● Review content without touching
the production server
Create Content
Publish
Review
CONTENT STAGING
Content
User Behaviour
PersonalizedContent
● Behaviour tracking of anonymous &
logged-in users
● Advanced user scoring of events
● User segmentation based on website
behavior
● Content recommendations based on
behaviors
● Track based on company or industry
visits
CONTENT PERSONALIZATION
● Serves 1st time users on basis of
industry type, size and
geography.
● Business specific case studies,
solutions
● Account based marketing
● Serves relevant ads
● B2B Marketers
● Serves content on the basis of
behaviour of user with the website
● Personalized behaviour
● Customized website behaviour
● Tracks customer lifecycle
● Helps in effective content
marketing strategy
CONTENT PERSONALIZATION
CONTENT PERSONALIZATION BENEFITS
● Understand which sections they are interacting with via Heatmaps and
tracking user behaviour
● Use the data to optimize the design and content increasing lead conversions
● Suggest users the articles based on sections they visited or articles they
earlier
● Move to industry specific or account specific targeted advertising (using
demandbase)
● Use campaign source information to customize content to the user
SOLUTION:SEO READY
● Google Adword Keyword Analyzer
● Meta-tags Generator
● SEO Checker
● Search 404
● Search engine optimized URL's
● Custom content types and views
● Taxonomy related content
● Link checker module detects broken links
ABOUT ACQUIA
● Enterprise Drupal (RedHat of Drupal)
● Creator of Drupal is CTO of Acquia (and co-founder)
● Products and Solutions for scaling and supporting enterprise Drupal
implementations
● Some of the smartest Drupal architects available for consulting and design
INTEGRATED HOSTING,SUPPORT,SaaS
DRAG-DROP DEVELOPMENT INTERFACE
PERFORMANCE TUNED,SECURE INTERFACE
DISCOVERY DEVELOPMENT DEPLOYMENT
AGILE ENGAEMENTS
DISCOVERY
● 2-day Workshop with stakeholders
● Requirements documentation
● Workflows documentation
● Architecture (draft) documentation
● Estimates of Time and Costs
● Rough Project Plan
2 week cycle
Agile is about continuous incremental delivery of valuable, market-ready softwareSource: Agile Analysis and Planning by Ellen Gotesdiener
AGILE DEVELOPMENT
AGILE DEVELOPMENT
● Individuals and their interactions
○ Truth, Trust, Fearless
communication
● Delivering working software
○ every 2 weeks
● Customer collaboration
○ Product Owner (from client)
takes responsibility
● Responding to change
○ Go-to market early
DEPLOYMENT
● Acquia
○ Well-versed with Acquia Hosting environment
○ Well-versed with Acquia security and performance compliance
requirements
● Access to Git repo
● Training to stakeholders
○ User Manual
● Post-Deployment Support & Maintenance
○ Clean migration to "dedicated support team" at our Dharamshala office
● We're about "Customer Experience" -- just a call away!
ABOUT SRIJAN
Consulting, designing and engineering products and solutions for online businesses for over 10 years
India’s largest Drupal company
Over 200 clients across US, Europe, Middle East and APAC across industries
Agile / SCRUM process maturity
Preferred Acquia partners
Acquia certified Drupal engineers
MARQUEE CLIENTS
Web Content Management
● Content Management solution & design
● Editorial Workflows for hassle-free online publishing
● Responsive/Mobile UI design & development
● Content Personalisation
● Integration with 3rd party BPM tools
● Powerful Search solutions (Solr, GSA, Elastic)
AREAS OF EXPERTISE - SERVICES
Drupal Solutions
● Performance & code audits
● Rehabilitation of broken/delayed Drupal projects
● Migration from proprietary CMSs & end-of-life CMSs to Drupal
● Drupal Support & Maintenance
● Drupal optimized hosting
● Custom module development
Outsourced Product Development
AREAS OF EXPERTISE - SERVICES
● Product Conceptualization; Wireframing & UI/UX Design
● Rapid “prototyping” using HTML5, CSS3, Angular.js
● Dedicated product development teams for Drupal, Node.js
● Test Automation using JMeter, Selenium, Behat & Cucumber
● Continuous Integration & Continuous Deployments
Agile Process Maturity
● Trained SCRUM teams
● Certified Scrum Masters
● Resident Agile Coach
● Continuous Testing, Integration & Deployment
● SCRUM and Project burndown charts using JIRA Agile
● Demo-script document for current-state progress
Interested in joining or knowing more about us? Feel free to reach out to us through any of these channels. Happy to help!
Contact us
[email protected] www.srijan.net
NEW DELHI GURGAON GOANEW YORK DHARAMSHALA
Headquarter: 8A - Vandana Building, 11 Tolstoy Marg, New Delhi - 110001 INDIA
Thank You
