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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
@Mediacurrent
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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Meet Joe Blue
Blue Ridge, GA
“a clue!”
Hi!
Joe needs a
lawn service
@#$!Kentucky Blue Grass
How can you
CaptureJoe’s attention?
@Mediacurrent
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
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
@Mediacurrent
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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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
@Mediacurrent
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
@Mediacurrent
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
slideshare.net/mediacurrent
