 okay welcome so this session is about buying and selling Drupal so why you shouldn't buy websites and that people are buying digital experiences so who is on the selling side of Drupal again so who sells Drupal is there anyone looking to buy Drupal no one okay so we're all sellers so I'll focus on that let's give you a little intro so why do I know something about selling Drupal sites so I'm one of the founders of Dropsolid and we've been around for almost six years now Drupal is always at the has been at the core of our offering from strategy to design to optimization and implementation we have a team of almost 70 people myself I started out as a developer but soon I found myself I had to pitch Drupal to customers so I did a lot of selling in the last six seven years and with selling I mean guiding customers towards the best digital experience they could have for their company and that's what this talk is about so in essence selling Drupal alone these days might be enough but in the future it will definitely be not enough anymore the customers we're talking to they want to know their customers so we'll need some kind of a platform or leverage Drupal so we can use all this data to create better digital experiences and to understand where customers are going we need to look up a little bit at the digital journey so the digital journey starts with a simple website all the way to very personalized one-to-one customer interactions it uses Drupal in the core but to do it really successfully you need all the marketing technology to achieve the goal and that's to serve the best digital experience to the end user and of course that is an experience where the user is central is being approached through all these channels in any context in any experience he is having at that time and why would you sell an experience well there's a there's a lot of data available right now by analyst firms like for example we have this research by by Gartner that shows that any customer experience project resulted in 93% of these projects resulted in some kind of return on investment what kind of a return on investment it goes from loyalty all the way to reduced service costs increased customer lifetime values increased revenues so customer experience is definitely something companies are investing in and yeah if you look at some data from the SaaS industry of course software as service depends heavily on how good the customer experience is I even they even have like 50% more lifetime value once a customer becomes a promoter so that's really significant for the value of your business and I also found this research very interesting if you would invest it in 2000 in companies that were really focusing on customer satisfaction or you would have invested in the standard market in a standard fund you would add like five times the investment that you would have had otherwise so customer experience is definitely a thing and why is it a thing because it gives you as a company the one who is buying three big advantages it increases your customer lifetime value because if you are delivering a better experiences customers are more likely to stay longer at your company buying more buying longer and you also have a decrease in customer acquisition costs because your experience sells your company so that means that customers will talk about your company more because the experience is great which in essence attracts more customers and then I think the most important one is the the efficiency the operational gains if you have a digital platform to serve your customers it doesn't matter if you have a million customers or ten customers it scales that instead of having people on the phone account managers buildings offices to receive people if you can serve people through a digital platform it scales obviously so a lot of people ask me okay that's good customer experience but we are in the market for a website and we want a website with the latest trends that's a bit of who has had that question from his customers what's the latest trends I want the website with the latest trends who has had that yeah all right so this is a bit of a non-question because these websites are becoming experience platforms and what's the difference between a website and an experience platform it's a couple of key things and one of the main things is personalization only channel analytics and the user experience and then on the cost side its scalability mostly achieved with clouds she learning integrations things like that so if you are looking at big trends in websites I think the biggest trend is that there are no websites anymore we're creating experiences and then of course we have to understand if you are buying an experience I were building it on a on a digital experience platform to explain this what is it I've been thinking a long time about this because it's a really complicated concept and it's an abstract concept but I've come to these three things like for business users it's a thing that connects what you know about your customer but how they interact with it so presentation API code see something emerge there for an IT person I explain it's a platform that sits on top of your business logic your authentication systems and it connects your organization with the end user it orchestrates all these experiences over all these channels it personalizes it for a marketing person we came up with this you have your funnel for a really a smart marketing person we came up with this and this is just it's just an example of a more tech stack as it's the tech stack we use at Tropsolid to to market our own products so you can you can see all the marketing stages from from awareness to action and you see all the channels where you attract your traffic your marketing technology like like Mautik and MailChimp to deliver the campaigns video tools at the chatbot you have the analytics on the other side and then of course you have Drupal that orchestrates all these experiences where all these campaigns and all this traffic is landing on and captures all that data sends it to your CRM ERP systems and uses that data to personalize the experience so that's what it what a DXP looks for a marketing person so we have a business person an IT person and a marketing person okay so how do you sell Drupal as the central component in such a system and I think that's the that's the hard part because that requires a lot of Drupal shops to step out of their comfort zone and broaden their service offering because you're not only selling CMS system anymore you're selling the central piece in a experience platform so you need to explain to the customer okay how do we how do we come up with a strategy how do we design this how we will implement this how we will optimize it on what kind of a platform we will host it what kind of marketing technologies are we going to select and there's a lot of integration going on between all these pieces so that means as a shop yeah you need to have you need to have these these capabilities on board so what we did at Drupsolid we packaged the the whole thing and it's not to pitch our product but it's just to explain like how we we approach the market on doing so so you have on the one hand you have the the tools for the developers on the other hand you have the tools for the marketers where you have the Drupal CMS development tools and on the other hand you have marketing automation and personalization how do we sell it it's a story we take the customer and we put the customer at the top they are landing on the CMS campaigns are being triggered from the marketing automation system the data management system customer data management system is looking for personalization to opportunities for personalization it basically collects data from all data sources and then uses that to personalize the campaigns and the experiences generated by the CMS and then as an optional component you can of course provide your customers with data analytics with business intelligence on yeah how things are running and as you see Drupal is still the the main component without having the CMS and the optionally the commerce platform you cannot build the marketing automation you cannot build the customer data platform so that's how we we go to these business people because you have to convince three stakeholders you have to convince business people you have to convince marketers and the the developers who's going to evolve this platform because these are multi-year projects to build all the sites to connect it to integrate it with the automation with to collect all the data and then use the data meaningful you know and optionally yeah you can even use smart smart segments my colleague Nick gave a talk about this yesterday on how to use it in search how to use it in personalization but what we forget I think as a as an as an open source product is all these things provide our customers with no looking we can provide this with no looking so they can go to another vendor because we sell it so much we tend to forget it but it's I think it's one of our biggest USPs because your because your customer can leave with all these tools the forces in the market will assure him that he will get a good total cost of ownership because other people are also capable of hosting all these engines if you will all these components how do we get all these people together to like create a vision because most most customers are still in the market for just the CMS part it's to make them look beyond just regular campaigns regular segmenting it's all about collecting the data of your customers about knowing your customer once you know your customer you can start to do other things that regular websites cannot do and Drupal happens to be the platform that is already capable of delivering these experiences it has the API's it has everything it needs it has the structured content it has everything to do this so one of the biggest opportunities I think if you if all your customers are already on Drupal is that you can evolve them to the next step they're already like one step ahead of all the other competition and then of course what we also do is yeah we create cases in like for example this one we show how the how this works how the personalization works for example so this is personalization based on machine learning segments so what it did is it captured all the data from the last 14 days on our website and now it's analyzing the four big patterns in in this and on our website we see a business decision-maker community visitors people who are looking for a job and tech decision-makers how does it work it it analyzes all the words you click on and then it creates these segments and then in Drupal in your paragraphs you can use these machine learning segments so if traffic is recognized as being in one of these four buckets you can show a paragraph or a block or any any type of content basically in Drupal you can make it appear on this on this page for example a tech decision-maker could get a call to action to see a demo a business decision-maker could perhaps see a call to action to a case study for example so this is a simple but very effective way to to personalize your your Drupal website and it's any customer who has a Drupal 8 website could benefit from this so all those things the multi the multi-site so we've created cases around the multi-site application I think the people who were before here so what the power of and also a decoupled application could be like a selector for products and all these things so the the omnichannel capabilities showcasing the omnichannel capabilities of Drupal really helps to explain the difference between regular websites and a digital experience built with Drupal also the dashboarding collecting all the data from all the different channels there's a lot of tools available right now you can build this on top the machine learning for example to to increase relevancy in search to increase the experience and also yeah the marketing automation the personalization to to increase not only visiting and conversion but also shopping experiences so it it the you can go to the market not pitching why Drupal is strong but also why Drupal will allow you to achieve your business goals because it integrates with all that other market marketing technology and that you're capable of building an experience platform for your customers with Drupal as a central piece so I think that's that's really really powerful and I think it wouldn't be possible if Drupal wasn't investing in this for like the last 7 years to summarize so selling Drupal as a standalone product I think if you can sell it as an experience and and your customer can know their customers and it leverage the data it will it will put you at the really it will it will make you one of the key partners of your customers if you're able to do these kinds of projects with them because these kinds of projects will really transform their business and it will allow allow you to have a customer for many many years because doing these things is is not easy and a lot of traditional marketing agencies struggle with this and Drupal shops are typically yeah we're at a technical technically high level and that's needed to achieve these kinds of product but you know you have to you have to sell it there to the customer and most of these other shops are better at doing that so I think can improve there but we have the advantage so that was it if anyone has questions yeah yeah it's something we've we've developed it's a it's a machine learning algorithm that takes all the traffic data and categorizes it's in in patterns yeah so it's something we've we've developed that can be used as an extra data source to classify your traffic and do some kind of a personalization with it yeah other questions okay great