 So, this is a session on Drupal and business, it's about sales and marketing and how to, if you're, I don't know who of you is a customer, a Drupal customer, who is an agency, a provider, so sessions could also have been called selling Drupal website, sell open digital experiences. To give you a quick intro, so about myself, so I've been involved in Drupal for some time, I started out as a developer, but founding Dropsolid, I got involved with sales and marketing and I really had to, I spent a lot of time with customers, selling Drupal to them, showing them what's the power of Drupal and this has evolved a lot since the last 10 years. Dropsolid itself is a company in Belgium, founded in Belgium, we've been active for seven years, we have a team of 70 people and we provide everything companies need to move from a website to a digital experience, from all the way from strategy, UX design, implementation, optimization and we also have a platform that allows you to host all these things. From this experience, we found out a lot on how to sell Drupal to customers and show them what are the strong points. So as of 2020 and I think the trend started two years ago, that selling Drupal as a product, it's not good enough anymore. Customers are looking for more and what we figured out is that most of the customers want to know the behavior of their users, of their customers and customers who are using the Drupal websites to either buy products, find information, interact with the community, do something and the platforms that we're building now really need to leverage this data, this user data, to enhance the experience. So what we've came up with is a digital roadmap to show customers look you probably as a business have a website right now so most of the times everyone already has some type of a website but it can be really simple. It can be really simple where you just show your products and have some social and some paid search, you maybe send some emails. That for most businesses, small businesses would be okay but larger enterprises and larger organizations they need to do a lot more. Customers expect a lot more and then you see things like marketing automation appearing, personalization appearing, could be rule-based but could also be based on what you learn from your users and it all the way goes up to the most engaged state where you are building experiences that are unique to every user. And very important if you look at the KPIs I don't know who of you is in marketing. So these are marketing KPIs so to determine if you're doing a good job as a marketer used to be are you driving traffic to this website and are you getting conversions. If you look at the most engaged state the KPIs lifetime value. Lifetime value meaning how much is a customer spending with your business over its lifetime. So building a digital experience focuses really on this. It focuses on how to get the customer stay with you as long as possible because what you are providing is really good and nobody else can do it and most of the time that's when it's really personalized and how we do this because there's a lot of channels 10 years ago all these most of these channels didn't exist. The customer wants to be treated centrally they're used to it big companies are providing already this experience and so you want to give your customers the same experience whether where he is in what context he is or on what channel what experience he is having. So if we look at the data I looked up some some data that that proves why investing in customer experience is so profitable why lifetime value should be the KPI you should be going after it. This is research on customer experience improvement projects and what the data is showing is that 93% of all these projects is measuring a return on investment while financially or another business metric or a positive review from a customer. So look at this what we see is increased customer satisfaction loyalty increased revenue increased lifetime value is the top three most KPIs but we also have like reduced cost of services a better brand experiences a reduced cost of acquisition so all these things if you're investing in your customer experience and personalize this your customer wins a lot. This is a specific example from the sales business if you can have for example promoters they're 40% less likely to churn and 50% more likely to give you a review decreasing your customer acquisition costs and this is for example an index of companies it's like a stock index where the stock index put together companies that are investing in customer experience and if you would have invested in 2,100 euros you would have gotten five times more than you've invested your money in standard market funds. So this is how dramatic these companies that are investing in customer experiences are winning. There's some really obvious examples like Facebook, Amazon and Google that have been doing this since then. Now the technology is available for every company to do the same thing and that's where Drupal also comes in. So to summarize this customer lifetime value is the amount a customer is spending at your business during this lifetime acquisition cost of course your sales and marketing cost divided through number of customers and this thing is really scalable because a lot of companies are providing this personalized experience through people but people are not scalable a digital platform is so that's also a big advantage and if you look at how this trend in investing in customer experience has an impact on websites websites and we already see it like in the last half year we see it appear in public tendering we see these tenders are not asking to build them a new CMS or a new website they ask to build an experience platform a digital experience platform so websites are becoming digital experience platforms key terms are personalization omnichannel that's where the whole headless Drupal story also hooks in analytics and user experience and other keywords that customers are looking for is decreasing these marginal costs basically becoming scalable using cloud AI and integrations so does anyone has heard of a DXP of a digital experience platform who has no so CMS content management system as far as companies like Gardner analyst companies are concerned CMS is obsolete so they are not publishing magic quadrants you probably know about magic quadrants you see the different companies they're not going to update this magic quadrant anymore for CMS it has moved to DXP so DXP is the next version of a CMS we think Drupal should follow this trend and what is a DXP DXP is a platform that connects the inside of your organization with the outside of your organization in a digital way so everything you know about your customers your products the intelligence your business has how do you bring this to the outside through all these different channels to your customer it's like giving them the same personalized experience digitally then you would have an employee of for example a bank or an insurance company explaining and selling it to them in a personalized way how can a digital platform do this this is like the previous slide this is mostly what I showed to people in business in business roles managers marketing managers customer experience managers and this is a slide that I showed to people in IT so how does this translate it's like the core systems are mostly there at the ERP system the CRM system the products inventory management system the asset management system authentication layer and then the top layer the experience layer that's that's what we are talking about used to be a website CMS driven website powered by Drupal now we can do more this is what I mostly show to marketing people in marketing who understand the the way of attracting awareness getting people interested making them buy things and all these tools use digital channels to to draw them in or even outbound if your sales representatives use tools and then you have a lot of marketing technology that you can use to drive people through the funnel like a tool like marketing for example open source marketing automation it helps you to capture the awareness send people emails you know define them on the right moment giving them information on the right time and drive them all the way to the funnel and on the other hand is the analytics tooling this is this is the the marketing technology stack that we're using at TROP solid to market our products globally so that's all the tools but yours can can look totally different but all this traffic is coming to a platform that's obviously we're also using a Drupal to capture all this traffic and to personalize the experience of everyone landing on our on our on our website platform give you an idea of what these these things provide you like if you if you really use personalization in these experiences and these are these are statistics from proprietary competitors like you see two slight bloom reach and ignition one on the next page we have Salesforce commerce clouds we have yeah we have we have these these proprietary systems that are already providing this to the market so Drupal is getting a lot more competition from all these things that you see companies like Salesforce appearing you see companies like SAP a lot of companies that were in the CRM space are entering the digital experience market and their big thing is that look we can personalize your experience based on the data we have from your customers so it will be better than just using a CMS so if you look at this more times on page clicks per page decreased bounce rates higher email open rates all these things increase a lot compared to a regular CMS driven website this is this is data for for commerce but it's also true for information websites for community websites if you can personalize it all the engagement just goes up greater conversion rate so this is serious competition for a platform like Drupal so we think we should leverage Drupal because it has everything to to leverage data and to get to the same thing so how do you sell Drupal as a DXP what's needed we've tried to solve this problem by showing our customers like look you need basically four components to build a DXP you need a CMS commerce component Drupal is perfect for that you need a marketing automation component there's open source Matic you need a component for personalization that's where you for example you have you know me which is an open source engine that allows you to it's a rule engine that allows you to build these rules and drop solid has contributed the module the you know me module on Drupal.org to connect this engine to Drupal in the same way that you can for example have the Apache solar module module connecting the Apache solar engine to Drupal is the same with you know me and then the last thing is business intelligence where you're building dashboards to show if your personalized experiences are actually performing better than your normal experiences of course all these things needs to be hosted so that that's where the platform comes in it allows you to easily host all these components on one platform to build it and to have your marketers work with this you need you need an installer local development tools DevOps all these things for developers and for marketers you need to create these segments to personalize your platform on you need to build these insights in in dashboards so all these things you can build on the platform and to give you an idea we had a couple of cases like for example for a hospital I don't know who has hospitals as customer no no one it's a vertical that has like the search function we've personalized the search function we made sure like using machine learning we increased the relevancy and we increased it from 55 percent to 91 and what happened is that like all the all the phone calls that came in like for example if people were calling for how much is a supplement for a room when I want to be alone in a room and if people search this they could like things for food supplements so the search engine didn't really wasn't really smart and they didn't really showed any personalized search results like a search engine like Google would do um yeah what do people do they call the hospital so somebody has to explain it for like 15 minutes or half an hour so all these calls were eliminated saving a lot of operational giving them a lot of operational efficiency and in general um we're working with them to move from a bunch of websites basically which has all the information and you have to go and look for it and it's not personalized to one platform where you can communicate through all these channels and leverage the data you have on your customers or users so that's in a in a in a bigger picture um another one is like for example for uh if you use Drupal as a dxp if you use it headless you can create multiple channels and also provide this personalized experience across all these channels like for example they've put a screen in their stores where you can select your product in three clicks very easily it's using the same underlying Drupal platform um for example this one it's uh it's an integration it's a shopping experience um using the dxp approach we we we allow them to get 300 more in-store meetings driving their business they sell um mattresses so thinking of not just providing a cms or a commerce experience but providing a digital experience that allows you to leverage what you know about your customers can dramatically increase the results so if your competitors are offering a platform that does all these things and you're just offering a cms the customer is likely to going to buy the one who is showing them all these business results because of the new capabilities that are possible so um there's a demo but then you'll have to wait to tomorrow because our cto has a presentation uh he has a keynote and there's a demos on how it works so how do you connect this you know me personalization engine with Drupal so i would really invite you to tomorrow to come and look we're going to present it together because he stayed in in belgium because of the thing going on and he's uh but he's going to present remote and i'm going to assist him tomorrow to do so so if you really want to see how it how it works and how how how you can do it yourself you can come and see it tomorrow so um my goal today is to convince you in this session that selling Drupal as a cms website will not be enough anymore that you really need to look into uh how to sell it as a txp so you can also give your customers and customers a personalized experience and give them better business results from their platforms and the win for you as an agency owner will be that your customer will will even spend more than they used to so it's it's it's a really huge opportunity and what we are trying to solve is to help everyone to to do this for their customers by making it easier to make the hosting easier to give you the interfaces to manage it um and and and to really being able to offer this as a dxp so that's it do you have any questions um you talked about crm um how does how do you sort of think about crm within the architectural picture that you showed us so you had you see a mess here drupal business intelligence quite often we work with serum we're always working with the third party serum you know so it's just wondering how how you conceive of that within this model if you see one yeah so let's maybe go a little bit deeper into that so customer data management so basically this you know me engine it's a customer data management platform that's how it's called and what it does is it basically it's it's a it's a database a big database it's based on elastic search so it creates records of profiles so everything you know about one customer you can store as a field in that record you can also draw in information from a crm system in that record okay the advantage storing this in a in a big database in a customer data management system is like for example if you want to apply machine learning algorithms for example to search for patterns yeah in the behavior data because you get a lot of data it's really difficult to make it rule based manually yeah so if you use machine learning you can search for these patterns it's easier on a system like this so it expands your capabilities a lot by using this system okay you could all also just connect drupal to the crm system and make rule based personalization attempts like we've been doing for a while using a customer data management system allows you to enhance these capabilities also if you look at gdpr for example right now you need to prove to your customer what you are doing with their data consent management is built into you know me customer data management platform so you'll also be able to show to the customer everything you're storing about them and why you how you're using it yeah i think what this allows you to do is build your yeah what facebook and google have been doing for decades so it allows you to build this but but but on a smaller scale leveraging these new technologies leveraging drupal also because drupal is a fantastic system you can use these these segments you know me is producing an average drupal component that's what the module is doing but i don't want to spoil next talk too much but you will be able to use these segments in in in paragraphs and in blocks and rules and views and you know any drupal components you'll you'll be able to as a side builder use these these segments this thing is producing yeah to personalize your experience and it's because drupal is so structured that it's so easy to plug in a system like this wouldn't be possible with something like wordpress or something that doesn't structure its data as as good as drupal yeah okay and then with the business intelligence element uh what are you using for that yeah well we're using something it's cumulio but you can also use google data studio or or even power bi or you can you can use your own bi tooling suite uh to do this um yeah to pull in the data yeah what's the sort of master record in all of this because this all sounds great right but every time i've done the integration between let's say even simple integration between a crm and cms let's say you ended an argument about who owns what data and where and the politics of your organization take the whole thing down this one in about 20 minutes right so i can exactly imagine presenting this and yeah that sounds great but we need social search and transaction to come back into the crm but otherwise that yeah the master data set you can see and you have a dmp here and could be even another system the cdm system is is designed for you as a marketer to use the data you need so the argument that is there is like okay how can we get the data there and once it's there the whole system can use it but then it's it's separated from so you will basically put your data in a system and that's preparing it to use it in your experience layer so your product warehouse is it all and makes it available i wouldn't advise you to use the cdm as your master's data system now as this is the system that you're using to use the data in your experience layer but you could have a separate master data system separate it which has even more data and more knowledge but everything you want to use in the experience layer you should put in the cdm all right any more questions commerce um how so you're delivering where people want e-commerce you're delivering it out of the platform on drupal commerce yep um how um kind of competitive do you find that when you're sort of up against your magentoes and your um yeah for like pure e-commerce website where is a significant compliment i suppose had you i'm guessing that's quite quite competitive like the use cases we've had were not pure commerce because if it's pure commerce i want to have my offering there i'm a b2c magento is 10 times stronger than drupal commerce but from the instance that like the case that i showed with sleep life their goal was not to sell that much online it has commerce but the goal is to get the customer first to the store get them try the mattress sell them there and then up sell them later so it's like this online offline combination with content with stories with uh shopping rich media yeah these type of things i think the i mean the e-commerce world is coming this way as well but i think when you look at things like big commerce and where magento is going it's heading for this architecture so they're coming at it from an e-commerce then rather than a content end yeah exactly heading for this picture like the siren system job it's all it's all converging you have these types of companies who are entering the market you have companies like sales force and nsap entering the same market and then you have the traditional players like sidecore and adobe and an aquea who's also with the leaders in that market so it's going to be one i don't know what's going to happen um but this is also aimed at the mid size of the market so this product is aimed at mid-size projects uh to give you an idea license prices are in the tens of thousands not in the hundreds of thousands like your other proprietary systems and large enterprise providers so that's also uh yeah thanks yeah all right thank you