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Drupal is at an inflection point. The open-source project has gone from a dorm room experiment to a thriving international community with hundreds of thousand of participants (developers, designers, marketers, business owners, etc.). While the recent adoption trends have been positive, the content management system (CMS) space is becoming more competitive. The proprietary CMSs are starting to take notice and the FUD (Fear, Uncertainty, Doubt) campaigns against Drupal have just begun. In this session, we will explore and recommend ways to better position, sell, and market Drupal. We will share actual success stories from the trenches of how large, enterprise-level Drupal deals were won (and lost).
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Marketing and Selling Drupal Services
July 27th, 2012
Adam WaidDirector of Marketing
@adamwaid
Dave Terry Partner
Specializing in Drupal since 2007
Headquartered in Atlanta, GA
27 Teammates
Goal
Provide practical ways to increase your marketing and sales efforts of Drupal.
Agenda
Lessons Learned
Let’s talk RFPs
Inbound Marketing Strategy
Why Marketing of
Drupal?
Lessons LearnedRFPs
Inbound Marketing
Why Marketing?
Wait!
Why should wecare about the marketing of Drupal?
Key Variables for Software Products
Must be simple
User-friendly
Well-marketed
Dreis’ Keynote DrupalCon London
Johan Falk May 2012
Sales & Marketingcan stir negativeperceptions.
Why?
People must know Drupal exists
Community Building – adoption attracts more talent and developers
Buyers purchase on name recognition and awareness
CMS competition is fierce
Job Security – too much Drupal work is better than the alternative
“Ideas that spread,WIN!”
Seth Godin
Open Source is Winning!
Why Marketing?
Lessons LearnedRFPs
Inbound Marketing
http://xflavor.com/
Television AdsBillboards
Cold Calling
Trade Shows
Radio
Outbound Marketing
http://xflavor.com/
Targeted EmailsBlogging
Webinars
Case Studies
SEO
Inbound Marketing
Outbound vs. Inbound
File 16475835
Practical Advice
Developing Personas
Who is your target audience?
Titles
Role within the organization
Buying Questions/Concerns
Map Your Content
Tip: It’s a Team Effort
One
ContentCalendar
K.I.S.S.
Accountability
Consistency (2-3 times/week)
Tip: Spoon Feed
Image credit: http://notrickszone.com/
Ask for Social Sharing
Colleagues/Partners
Suggested Tweets
Hashtags
Tracking Links
Nurture Your Leads
1. Define Your Audience (Personas)
2. Value-added Content
3. Set Objectives/Goals
4. Set-up a timeline for your emails
5. Evaluate your Success
✔
✔
Why Marketing?
Lessons Learned
Inbound Marketing RFPs
RFP/Proposals – Try to avoid whenever possible
Focus RFP time on thought leadership
Generate fresh relevant content on your website
Become a micro-expert (speak/write)
Offer the best possible value in the market
Send out a Drupal RFP to 20 vendors
10 Respond
1 winner
RFP/Proposals
RFPs: Always two winners
Won RFP! Qualified RFP & passed
Spent 100+ hours responding to RFP
& lost
Decision Makers Budget
Timeline Real Problems
Why Marketing?
Inbound Marketing RFPs Lessons
Learned
Lessons Learned Must have Inbound Marketing Strategy
Everyone is an ambassador
Spend time qualifying RFPs
It’s a marathon not a sprint
Marketing and IT working together
Questions?
Mediacurrent helps organizations architect custom websites by leveraging our proven processes and deep expertise in Drupal.
@mediacurrent mediacurrent.com
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