 So real quick before we get started welcome come on in there's plenty of seats up front No, everyone loves to sit up front So one of the things that the partners of media current says is that Dave he's back there in the back Give a little shout out to him. He says it doesn't happen unless you took a picture So I'm going to take a little picture get a little a after lunch snoozy wave for us ready one two three Anyhow all right guys we'll go ahead and get started welcome We're really glad you're here. Welcome to meeting marketing challenges with automation and Drupal We have a lot of great lead generation lead generation web personalization and just overall marketing ROI Information to share with you. We have a lot to share So we're going to breeze through some of it and feel free to follow up with us afterwards on specific things that maybe is A pain point within your organization come by our booth. We're giving market automation demos We're going to talk a little bit more about lead strategy and kind of you know Putting some best practices in the place, but I think we have some great things to share with you today I'm I'm Adam Wade marketing director at media current and I'm joined up here with Jay Calicott Our lead architect and product manager and we're really excited to have one of our marketing automation partners Atlanta based Silverpop An IBM company Bobby Drummond from the he's a strategic alliance manager at Silverpop I'll let him introduce himself a little bit more in just a few minutes, but Just a little bit about media current We build highly impactful elegantly designed Drupal websites. So we focus on digital strategy development and design Here's just a few of the customers that we work with We're migrating the weather channel weather comm on to Drupal. There's actually a session later today I believe it's at two o'clock We're going to talk about the full migration and kind of the ins and outs of that Turner Turner broadcasting NASCAR Georgia.gov just to name a few we also have a specific Specialization and content strategy market automation strategy and integration We wrote the only market automation and Drupal e-book you can stop by our booth if you'd like to you know get a copy of that We're also featured in the recent recently released market automation for dummies our own case study around Successful lead generation and content strategy and conversion optimization was featured in that So you're certainly welcome to come by and get a copy of that as well We organize monthly meetups we maintain most of the market automation and Drupal modules, which we'll go over in just a few minutes and We have over 30 or 40 Resources on our website. So if there's specific things that your organization is looking for as far as setting up a lead scoring grading model Conversions database segmentation. There's a ton of resources on our website that can help arm your organization with some of that So just a little bit about what we're going to cover today We're going to give a quick overview of marketing automation kind of what it is How many of you are have never really heard of market automation before this? Okay, good. How many of you do not have market automation, but are considering it? Okay, and how many of you are using it now? For maybe at least a you or so or more Okay, great So we hope to have information in this session for all of you for those of you that maybe haven't heard of it Give you an overview for those of you that are considering it or have been using it Maybe just sign the contract for the past six months or so give you some information to kind of take that strategy to the next level And then for those of you that have been using it for a while to really take some things To propel your your efforts and your strategy there We're also going to Silverpops gonna do a little demo of their engaged product and talk about web Personalization and then Jay kind of the mastermind behind some of the integration will talk through What is it specifically look like to integrate a market automation platform into your Drupal website and have it all tied together and seamlessly? Does that make sense good there? Okay, so how does it work? So I'm a storyteller. I have two children My son is six and my daughter is two and I tell them stories all the time Unfortunately, this is how they look most of the time when I tell them the stories So my son is not gonna be happy that I put that up there, but hopefully I know you guys just had lunch It's a little cool and dark in here. Hopefully none of you will look like that But if they do dot Jay's gonna come out and run around the audience, so So here's the story. So I want you to meet Joe blue Joe lives and Blue Ridge, Georgia He drinks blue moon beer and he blew moon beer fans out there He for those of you that have kids you know the show blues clues He actually owns the dog blue and Joe loves on his Blue Ridge property to grow Kentucky Bluegrass but the other day Joe was sitting out there drinking his blue moon beer and he noticed that he started having weeds pop up in His Kentucky bluegrass now there. It's award-winning. So he's he's frustrated that he's getting weeds popped up So like most people that have a problem that he takes out his tablet and he googles weed control in Kentucky bluegrass And he lands across to your website your Drupal website got to say they gotta throw that out there and so Let's role play for a second now. You're the landscaping company. How many of your small business owners in here? Okay, so you're the landscaping company. How do you get Joe's attention on your website and not just You know move him from just a casual visitor into a revenue-generating customer So the thing with marquee automation is we're gonna take Joe from a cold lead That's on our website into a red hot lead ready for sales fully qualified and engaged with your product and service So Joe downloaded your white paper when he was on his website on his tablet on weed control for bluegrass Kentucky Kentucky bluegrass and because you have marquee automation installed on your website After he converted you're now able to tell and even if he hadn't converted if he's an anonymous anonymous visitor You can still tell you can tell where he's visiting on your website So you saw that Joe not only looked at these tips on Kentucky bluegrass, but he also looked at organic products That's pet friendly To put on his grass because he you know his little dog blue So because you have marquee automation installed you've now Segmented him you've created an automation rule that puts him into a list of folks that are interested in organic products So two days later after he downloaded your white paper You've now sent him an email that's personalized to some of his needs without him even telling you about this about You know growing Kentucky bluegrass and here's some organic tips and tricks and things like that. That's pet friendly Then a few days later because you know where Joe lives either by tracking his IP address or because the information that he filled out on your form You know that he lives in Blue Ridge, Georgia, which any of landscapers or gardeners? I like to get out there. You know that Blue Ridge is in zone 7 of the growing So they have certain things that they need Certain, you know weather requirements and certain fertilization stuff So you send him information on best practices of a perfect Bluegrass we Yard in zone 7 of the United States So now what you're doing is you're engaging him with the information that's relevant to what his needs are and he gave you very Minimal information because you set up automation rules you segmented segmented him in your database So as Joe engaged with your website with your email Maybe if you're B to C and you do a lot of SMS messages or he went to a trade show you Gradually warming Joe up. You're you're creating rules that as he engages you're scoring him higher and higher and higher And at a score of 100 you pass him over to sales Automatically and so sales then has the information that they need to have a very qualified conversation They know where Joe lives. They know his pain points They know what activities he has and so they can pick up the phone and talk intelligently about the information that Joe needs and Can sell him on a monthly weed control service that makes sense everyone. How's that Joe blue? Yeah, all right, and so just wanted to tell you this as well like it's not just email So Joe is interacting with your website. So you're through a market automation platform You can then personalize the content on there So not only is he getting information personalized on his email He's looking out on his tablet But when he comes back to your website the information that he's seeing may be dynamically changing because of his needs or his interests Okay, so show of hands again those that are you are considering marking automation or just started using it So what I want to do now is shift just a little bit give give a quick overview for those of you that are considering it I want to give you four things that you need to consider in your organization before actually purchasing a Mark automation platform So the first thing is your lead management process if you remember back to the diagram And I showed Joe was warming up from zero to a hundred and then he was automatically passed over to sales a hundred Many marketers that we talked to are many customers They know who they their leads are and they they're either passing all Every website visitor that comes they're passing them over to sales and then sales gets frustrated because they're getting all these unqualified leads or They're falling through the cracks and there's no automation or there's no point at which and lead is then process or is then passed over to sales So consider your lead management process and put together an actual chart or an actual diagram that shows as Visitors come to our website and they engage at what point and what information do we have to have that will then pass them over To sales to make a qualified lead And a lot of this can be automated But the my one suggestion to you guys is to to sit down with your sales team sit down with your marketing team and Actually diagram this out on the whiteboard. What does a lead look like? What is an ideal lead? What is it the information that we need to have and at what point do you need the sales need to have that to then? Pick up the phone and give them a call Consider your team skills is number two this one is is is Big because marquee automation is not rocket science, right? You don't have to be a rocket scientist to get in there and set up campaigns and set up automation rules It takes a little bit of a learning curve to learn and each platform is very different But having a team that understands the sense of urgency around generating revenue and generating leads and Knowing who your buyer personas are and actually taking a look at okay. This person really gets lead generation on our team We want them to kind of help facilitate and put together some lead generation campaigns This person is really great at you just telling them to set up this specific Email campaign or drip campaign so they're more on the technical they like to just kind of have process So consider your team skills and know which person is best at what and if you're one-man show You know thinking through okay Like I need to set up these specific campaigns and I need to understand who my buyer personas are so If that is a little unclear I'd love to talk to you a little bit more about it But just ensuring that you have the right team in place that can carry out your mark automation Okay content strategy this one is a big one if you remember back to the story of Joe We sent him information that was relevant to what his buying needs were so again It was Kentucky bluegrass organic materials Zones that he's at so if you don't have a content strategy in place and you don't have your buyer personas identified So who exactly is it that you're going after what are their buying questions? What questions do they have during your buying cycle and actually putting together content that speaks to those questions? You're not gonna have a lot of information to automate so it's great to purchase a market automation platform It's great to implement one and integrate it with your website But if you don't have a solid content strategy in place and producing the content to automate to these folks You're gonna be stuck with what I hear a lot of marketers We've got a market automation platform and we send out a newsletter once a month or once a quarter or something But there's so much more that you can be doing with it and have a solid content strategy in place I just will do a quick plug our senior digital strategist Don can wave your hand back there Don is gonna be doing a if you want to learn more about content strategy She has a session tomorrow at 1045. I would encourage you to attend that She's gonna give you a lot of great tips on putting together a solid ROI content strategy and lastly Consider your overall team skills so there's been a huge shift lately which I think is is great for marketers is that marketing is is seen less as You know folks that are just producing brochures and attending trade shows, but we actually are now having a seat at the decision Making process and businesses because we're actually able to prove the ROI of the campaigns So taking a look at your overall goals, how many leads is it that we need to have how many leads? Do we have to pass over sales? What is our revenue goal? and ensuring all of that's in place as You start to implement a market automation platform. I think it's gonna be key so Those are just four quick things. I wish I had more time to go into that But I really wanted to pass it over to Bobby and talk a little bit more about the silver pop engage platform and Personalized this on the web I appreciate it Adam did a fantastic job of I think highlighting some core fundamental elements of marketing automation My portion of the presentation will probably would be a little bit more focused on overall digital strategy And just to kind of kick things off. So my name is Bobby Drummond I'm a strategic alliance manager with silver pop, which is an IBM company. We were acquired by IBM About six weeks ago. So we're very excited to be going through That transition into big blues. So I'm responsible for working with a variety of our different technology vendors On joint go-to-market strategy and developing joint integrations that complement our marketing automation and behavioral marketing automation Platform so that helps explain the partnership that we have currently in place with media current So when we start to look at things Kind of at a much larger scale I know we have some individuals who are relatively new to marketing automation I know that in the evaluation stages There's some there's a couple of core components that you want to look for in your digital strategy There's really three of them that I'm gonna talk about that I'm gonna highlight that silver pop does really well And that's something that we look at from our perspective But when you look at kind of the the manifesto that we put up there what this is all about And this is kind of just to echo off of what Adam talked about is it's getting down to an audience of one So being able to have you know if we take this room for example being able to have Thousands of very different individualized one-to-one conversations because everyone in this room has very unique buying decisions They have specific preferences They have specific needs for their business and if you the marketer aren't Communicating in a fashion that allows your message to be tailored to that individuals approach You need to rethink what you're doing from a digital marketing strategy perspective to be a little bit more effective To give you guys a little bit of background on who we work with I know there's some people if you ask 10 people you'll get 10 different responses A lot of people view silver pop as an email service provider Some would coin us as a marketing automation platform But in short, you know, we work with over 2,000 customers at over 5,000 brands Spanning a variety of different types of companies enterprise to mid-market to start up all the way from B2B high-tech companies to retail To you know travel and hospitality and things of that nature So we're very proud of the portfolio of customers that we've assembled and all of these customers have relied on us For this concept that we have coined behavioral marketing automation which is really a combination of collecting individual customer behaviors It also leverages email marketing, but email marketing is so much more than just putting content Just putting content together and sending a same message out to the entire audience You need to use things such as enhanced personalization or dynamic content or leverage past purchase behavior in your emails to communicate Effectively with your audience So if we put together an email understanding that if you look at Adam's example with Joe Who has a family who has a pet in Kentucky bluegrass? You want to be sending that email in individual that has dynamically populated content With stuff that is going to provide a solution to his particular challenge Or maybe you're going to want to provide him with a link to download information on lawn care or Handling certain types of lawn care issues with a Kentucky bluegrass things of that nature So you want to get very personalized in that respect with your email marketing you need to take it At a much deeper level than just sending out the same message to everyone The second component of your digital marketing strategy like Adam mentioned again Which is core to marketing automation is lead to revenue or what we also coin is lead to conversion So it's the same concept So if you're an individual and you stop by our silver pop trade show and you talk to me and you say Bobby I'm interested in marketing automation in conjunction with content management, but I don't have budget I'm not going to be able to get a deceit at the decision-making table until six months The last thing that I want to do is go and pass that lead along to my sales rep and have them reach out and try to begin A sales conversation what we want to do is we want to bring you into the engaged platform And I'll show you a slide of what that looks like and Slowly start to nurture you by just sending you relevant emails personalized emails Over an extended period of time and the goal behind that is that Six months from now when you are ready to engage silver pop and have a conversation and you have budget and you're ready to execute on some of these Initiatives the concept behind that is that silver pop will be top of mind when you are ready to make that decision So that's number two as far as a core element of a digital strategy So you have email you have marketing automation lead to revenue lead to conversion The third component is something that believe it or not is new to a lot of different marketers And obviously we're in this craze of of big data But I think the challenge that a lot of marketers have is what do we do with all of the data? That's collected and I'm going to just jump ahead here and this kind of talks about it So one of the business challenges that we help marketers solve is data and silos So you have data in your CRM you have data with your web analytics tool You have data in your e-commerce tool So getting a 360 degree view of your customer can be a little bit challenging And that's where silver pop we kind of coin this phrase behavioral marketing automation because we are looking to tie in To all of those different systems Pull that that data into our behavioral marketing automation platform So you the marketer can segment All of this data and get down to an audience of one to be able to effectively communicate to your customers So going off of Adam's example we talked about we want to identify and send an email a nurture campaign to all individuals Who have a dog who have Kentucky bluegrass who have run into issues? With with weeds or other lawn care maintenance type challenges So maybe we want to send them the same content on how they can deal with those particular Challenges or growing strategies or things of that nature. So that kind of tackles also the relevant content strategy You know the last thing you want to do you don't want to send someone who's interested in Kentucky bluegrass You know you want to make you very mindful of the content that you're sending them So we'll talk about going back to the email marketing component of this There are a lot of different things that I'm not going to go through all 10 of these things that we have listed on what you Can do to enhance a customer's email marketing experience But some of the things that we can do in talking about leveraging data when you're sending out an email You know using things such as personalization just including someone's name in the subject line or including Dynamic dynamic populated images So if you're sending an email to a person that is located in Austin, Texas You want to send them an image that is going to resonate with them here in the south You're not going to want to send them an image of the Statue of Liberty or something like that when they live in Texas And they're interested in lawn care So little things like that go a long way or if we look at it within the confines of this conference So if you come to our booth and you ask to learn a little bit more about silver pop One of the things that we could do is when we place you with a nurture program and we send you an email Touching on the point of personalized content within the email We could include downloadable links to some of the topics of information that you requested to learn more about and then We could also include a dynamic image of the sales rep in your territory as well as that sales reps contact information So it makes it seem like it's a little bit more than an automated process And you actually have an individual that you can reach out to and speak to and answer any questions that you might have So let's move on from the email part of it to the automation component because I think that's one of the things that really makes silver pop unique and Automation is really just the idea that your marketing program once you send off that initial round of communication It's going to drive itself based on that particular individuals behavior So a lot of respects this can be very easy So if an individual that comes in as part of a nurture program if we say we're going to send them a follow-up email after the conference Within a week of the show and then from there We're going to have our tele sales so we could set it up So we would have a decision diamond to say our tele sales team our insights field sales team is going to reach out with a phone call to that individual Call that person either. Yes, they want to begin a sales cycle or no They're not ready or no, they're not interested based on how they handle those Conversations and based on what their feedback is that will determine Automatically the appropriate communication track that they will be on within our automation engine So then the final component we talked about so the three things with your digital strategy email marketing marketing automation And then leveraging customer behavior as you embark on your evaluation process You want to find a tool that's going to allow you to again pull in all that data that right now might be currently siloed within your various You know all the components within your technology stack So being able to pull out a rule set that says I want to find all people that live in Austin, Texas That have visited my website that have downloaded a link on marketing automation and content strategy That have budget within the next six months That would be an example of a behavioral targeted marketing strategy where you could segment that get a very specific list And then send them focused and personalized content to better drive revenue and engagement with your brand I don't know about everyone in the room But there is nothing worse than if you're on an e-commerce site or if you're on a B2B site You're looking for something like tag management or Content management and they're sending you something that is in a totally different realm of what you've searched for or what you've downloaded Or what you have expressed interest so I can't emphasize enough How important it is to truly communicate with your customers at that very direct and personal one-to-one level So in short before I turn this over to Jay to get into the demo and the technology side of how these platforms work in Conjunction, I think the key thing to take away as you start to look at your evaluation process Obviously you want something an email engine that's going to be robust and incorporates Dynamic content and personalization and is able to do so at scale You obviously are looking for some type of lead to revenue or lead to conversion component But you're also going to want a platform that is going to be able to pull in a variety of different customer behaviors So you can leverage that data in your outbound communication Regardless of the channel whether you're going to communicate via email whether you're going to communicate with them over the web Or whether you're going to use mobile and social channels to communicate and drive engagement with your customers So that's all that I have if you guys have any other time this afternoon Want to learn more about the silver pop engage platform or our particular partner program feel free to swing by our booth I'll be happy to answer any questions that you guys have today Thank You, buddy Now we are going to talk about integrating marketing automation services with Drupal We'll talk about media currents involvement with MA and Drupal why you would even need a module at all We'll demo a quick example of how to install a module that implements a third-party service and Finally, we'll talk about the roadmap we envision for for these modules going forward Next I'd like to talk a little bit about our company's involvement We see that customers are increasingly interested in content strategy and marketing automation Many website administrators and decision makers now are actually now marketers And so clients are needing integrations for these services When we started looking Into the Drupal modules out there that were available. We saw that many were completely out of date or unavailable Some of the biggest services did not have Drupal seven modules I'll go to the developer websites and look around look at the forums of things And what I saw was a lot of people were doing custom integrations But they weren't contributing it back to Drupal and so we decided to take ownership of several of the major services and We invested literally dozens of hours into bringing these modules up today. So real quick Our goals for every module that we worked on was to get to a stable 1.0, you know release for Drupal seven We wanted to at least have the basic features that any site would want and so that includes things like Web tracking a lot of these services have web tracking event tracking Bobby talked about some of that Web form we wanted web form integration so that we could have web form the very popular Form building tool for Drupal. We could have that integrate with these third-party forums and things and so Finally, we just put in some more time into updating documentation updating the UX And so we were able to do that for a lot of the major projects You might be thinking well, that's great. But why do I even need a module at all? Don't all of these services give you some kind of a script in bed or something You know just like if you're using Google Analytics or something like that They'll give you an embed right and you could plug that in you don't have to use the Google Analytics module And you could really say that about any third-party service. And so again, why would you need a module? One reason one reason is that it's usually easier and faster to download and install a module While it's true that you could build outforms and silver pop or elsewhere and Embed them in your site with these script embeds and things like that You know sometimes some of that is easy some of it isn't the the aim of these modules that we worked on any of these marketing automation modules is that You shouldn't need a developer to integrate these services To at least the basic integrations you should be able to download the module install it configure it a little bit And then you're good to go. You don't have to have a developer do something custom And so these modules give you Several configuration options right from the Drupal admin screen Several modules have debugging tools. They'll tell you if something's not working, right? If you're getting some sort of an error the API isn't firing correctly And I'm going through this because we get this question a lot when we talk to people so another disadvantage is When you do a custom integration if the API changes The embed gets deprecated, you know, this happens all the time with anything third-party. They change their stuff and it breaks your site Well, if you're using a module, it's abstracted some of that so that hopefully you're just upgrading your module You're not having to manually update all this stuff on your website And the best reason to use a module Is that it's going to be better integrated with the Drupal CMS? so You know our main example is that all of the modules that we've worked on are integrated with Integrate these services with the webform module and so that gives you something that you wouldn't get if you did something custom Now let's do a quick walkthrough of how you would install a module using one of these services We'll use silver pop as our example The other modules I've worked on do things similar the UX is similar I mean configuration is a little bit different here and there, but you know once you've seen one they're very similar Pull this up and hopefully this will work All right, so here's the download page download enable the module We'll pop on over to the silver pop settings page And there's some configuration at the top that enables the web tracking on your site So that's the cookie tracking, you know the tracks visitors You can set up event tracking where you can attract you can tie events to button clicks on the site At the bottom was some API configuration There's a tab where you can see all your web forms and so we've got a sample contact lead form That I'm going to demonstrate and so this is a web form, you know, it's collecting various information Click on the web form tab and we've got our little settings page for silver pop on our web form And so all we're going to do is map this web form to silver pop And so there's what this does is it maps to a contact list in Silver pop that you set up on silver pop and then you're able to map each of the fields to silver pop and So it's you know, it's pretty easy to set up And so now you've got it on the triple side. You're using web form. You're doing whatever you want to do with web form but it's also Generating a contact inside of silver pop and so that's just a simple example How to use one of these modules Let's now look at the roadmap we see for these modules going forward There's a lot of movement right now towards more personalization of website content and Bobby talked about that Markers want to put the right content in front of the right people the right prospects And so we plan to leverage these services to power personalization of content in Drupal and we've had talks with silver pop people and we're going to move forward with Adding that kind of functionality with these various modules Another feature we see a lot of requests for is pretty simple just pre-filling forms on your site. So You know, they're doing these cookie tracking things So you already know if you're doing it right you already know some information about your visitor if you're tracking them So you can pre-fill form fields. We get that request a lot And we're going to add even deeper Drupal integration So more integration with Drupal content Drupal users going to invest more time in the UX and Documentation things like that. We want to make it as easy as possible for even a non-technical user to download who uses one of these services To download the module enable it some basic configuration and you're up and running And finally, we think it would be valuable to pull in some of the reporting from these sites So if you're using silver pop or whatever, so be able to pull in some of that reporting via various APIs That's kind of the roadmap as we see it. We're certainly open to you know suggestion So here's some some links to some of the project pages on Drupal where you can find some of these modules These are some of the main projects that we have worked on and So we have made the commitment to keep working in this space We'll continue to invest time into features working with partners Certainly working with other people in the Drupal community to continue to improve these kinds of integrations So that's it. I'll pass it back to Adam So so that's really that's really the crux of the presentation today. We intentionally finished early I know we were a few minutes early about 20 minutes early We intentionally finish early because we either want to take questions Or we want to allow time for us to kind of break off and talk a little bit more specifically about your pain points So two quick things I wanted to plug again If you'd like to to enter to win a copy of the market automation for damage you can buy it on Amazon But we're giving copies away certainly stopped by our booth or you can see Don she'll scan your badge And we're gonna give these away also at our booth. We're doing these mini power sessions I'm a really big advocate of I like giving presentations like this certainly enjoy speaking But I really find that a lot of the times that Most of the brain power and most of the actual like where the rubber meets the rose when you're having more Kind of casual conversations. You can actually write board things out and talk through things So we're having these power sessions at our booth. They're 15 or 20 minute power sessions and you can stop by We're talking about SEO. We're talking about market automation. We're doing demos So certainly see us 401 500 if you'd like to to attend that so any questions anything you guys want to talk Through anything specific around your marketing strategy. You'd like some Yeah, it's for what specifically would you yeah, do you want to do you want to yeah, I can address that that's great So we have a very Perfect, I'll sit here and take that so we do have a very good robust integration with salesforce calm as well As I think some of the other CMR CRM providers that we integrate net net suite as well as Microsoft Dynamics But really the the core functionality behind our integration with salesforce calm is that your sales team really has there's two specific features So the sales team has visibility what we call it's a it's a technology term called contact insight So when your sales reps are in their CRM, they're in salesforce calm at a daily basis within the CRM they could actually see all of the marketing communication that has gone out to the Specific customer so they can see what emails they've sent they can see what emails they have opened They could also see what types of content that they've downloaded So if you're a rep working for a content management provider and you see that they've downloaded particular white papers on content strategy and content management with Marketing automation integration they have visibility into that so when they pick up the phone or they send an email and they reach out to that Individual it's more of a warmer conversation than just saying hey, I'm Bobby. I'm calling with silver pop. I want to talk to you I can frame that conversation Hey I notice you had the opportunity to watch our video our five minute video on the website on content strategy We'd love to carve out some time to talk a little bit more in depth So it's a much more meaningful conversation in that respect the other part of the integration that we have is What's known as a send from silver pop features? So if marketing wants to go in and create These are not very dynamic emails by any stretch of the imagination But they're very very specific and they're all controlled through the marketing department And then you can send it send a silver pop email within salesforce comm So your rep can choose from a variety of Pre-approved templates and send those out to their customer or prospect base to communicate with them as well So there's some additional things that we can do are that are a little bit probably more custom in nature So if you have different requirements or if you're looking for more functionality in that respect We could talk about that, but that's kind of how the core integration functions with sales first calm They are yes, we see them quite frequently We see them on the question side. The question was is marquette of a silver pop competitor Yeah, they definitely fall into that competitor category very good company We see them quite frequently in a lot of the deals that we're in Okay. Yeah. Yeah, no, we would be in that same conversation if you were evaluating those types of platforms great question Yeah, okay Yeah, so are you tracking like where they originated from? Yeah, so I mean it would probably be very specific to your business But I would say a specifically track where the original touch point was So where they were they originated from and at what touch points then did they so let's just say you met I'm a Drupal con you would have them tagged as here's the original touch point And then that doesn't mean that they've converted on your site So as you continue to nurture them what then You know I base rules of three So drip campaigns on threes and then nurture them and then see what the conversion point was and then it's and then you Just take a step back and look. Okay. Here's a six month view. Here's where they converted So that's really what we're gonna here's the touch point Here's where they converted on our site and then over time seeing those trends of where the conversion points were versus where the actual originated point Yeah, I can speak to that how we handle it internally. So yeah, sorry Yeah, and I'm sorry. I'm sorry. I'm normally pretty good at that. The question was so could you say it a little bit louder? I'm sorry. Yeah, if you want to stand there's a mic right back Yeah, that'll be recorded consumed a lot of different content and converted maybe more than one time They've touched several different campaigns. Maybe consumed a white paper attended a webinar Requested a call to the website now you have five different marketers that are trying to point to credit For that particular Can't lead coming into the system my lead and we want people to get attribution But how do you handle that there are several different models of the you model first touch last touch weighted or a degrading model? And I'm just curious how you all handle that Did you want were you yeah, our approach is whatever Campaign come it comes in first that that rules all so they in theory could go to a trade show They could attend a webinar whatever the first touch point is and whatever that's tagged as and sales force That's the campaign that we attribute it to there's other factors that you look into that But that's kind of the end all be all for how we evaluate campaign attribution that we're the same way We didn't talk about this before but we're the we're the same way first touch Yes Well, I can talk about it a little bit. Okay, so yeah that it's difficult to draw the line as far as what is a third party like Silver Pop doing versus what's happening on the triple side? And so that line's a little bit blurred Certainly services like Silver Pop. They do a lot of the heavy lifting What I would like to see is more the content stuff moved inside a triple and so and we've had conversations I certainly think as far as doing personalized content that you could Move that into triple and so that you're not having to go to the third party Where you have a lot of content parked there and it's getting generated via Ajax or whatever I mean, that's okay, and you can do that right now Because there isn't like really a good triple alternative, but we are wanting to move that into triple so that you can build your content Build the rules use Silver Pop or whoever as your kind of decision-making to know which content to show and so That's the way I've thought about it as far as personalized content I haven't thought about it as much as landing pages and things like that I mean, you know, there's you're probably going to be doing both still But we certainly want to move more of that the content stuff back into triple So for us just to give you a private example we do most of when we spin up quick landing pages We do it within our market automation platform now We just launched in media current comm and it's much easier for us to spin up landing pages than it was on our previous version of the site But it's because that platform was just built for spinning up landing pages in less than 10 minutes, you know So yeah, there's a little bit of back and forth So that's where some of like we're working on making that a little bit more seamless But you're probably going to be working in both At some point So as you grow your content, it's going to become more complex more to manage How would you suggest handling that as you get more on board? Expand on that what do you mean like As you add more dynamic content, it gets more difficult to manage all the content that's live and it's out there You know, how do you manage that? Is it tagging in Drupal? Is it people? Suggestions? I have my way. I don't know if you silver pop has it well Okay, so That's a good question. So I'm trying to think about it from the Drupal side So if you're if we're able to move more of that content and on the Drupal side We haven't thought through all of these difficult problems yet it's kind of the short answer, but I mean that's definitely something to think about because You want to organize it in such a way that you can you know get to it easily I I tag the content, right? So we have and that's one of the things that we're again I wish I could have more time to kind of set some roadmaps here But before we started putting a lot of content in within mark automation We set up a naming and a tagging convention so that everyone on the team knows that if you're adding stuff It's you know image colon and then what the name of the images and so then we tag it whether it's content strategy piece It's a Drupal information piece. We have our own tagging system and that's how we can then quickly go in and find What it is that we're looking for we're going to repurpose that in another place, so Do you have a role for like how much content anybody can manage? No, not that's The road out there Yes, yeah Heavily involved myself Myself our digital strategist and Dave who Dave is one of the partners has very marketing focused mind We we took a step back before we even really started doing wireframes before we started doing anything Around our new site. We knew we wanted to take a look at who our buyers are what questions They have take a look at the the conversions on our currents on our old sites And then really put together a solid conversion path and then organize our content around our buyers So not necessarily around what we think and what looks pretty but exactly what it is that they're coming to our site looking for so very Heavily, right. I haven't slept in six months. I'm just kidding. I'm too Is that did I answer your question? Okay? I Have a question for the Drupal end of things So have you ever thought about providing like a shared API for session management? I'm using like the party API or some kind of userless user entity that could be used to integrate even multiple marketing platforms against the same non authenticated user, you know, well, so Okay, well, I think I've got your question so we definitely thought about doing a shared API a lot of these modules are doing similar things and so These different projects we've worked against have different histories of how they got to be where they are And so our first goal is just to get what's there working? You know stable and things like that, but when you take a step back you would say you might look at and say well, can we Split off some of this functionality into some sort of a shared API module and really help us out on the maintenance side of things And so if you add features to one service, then you can add them to others I mean that would be great. And I think we're definitely looking at that sort of thing because right now Right now it's a maintenance problem for these modules You know the some of these services are kind of expensive So there's not a huge developer pool out there to work against so if we could certainly if we can make The maintenance of the modules easier by having some shared code base then I think we're definitely taking a hard look at that And one other thing have you looked at using the flexiform module? It's a fairly new module. It's still in development, but it allows you to integrate like web forms and multiple different entities into one Like very Dynamic form builder API So it might be something to look into because it might Be able to give you more power on top of web form and okay, we can create a user entity and multiple entities at once and Send things in multiple directions right in regarding form. So there's several different form building tools Could have done like entity forms and things or just the Drupal forms API There's different angles you can take on it. We kind of just made a decision to say well web forms really popular So let's just start there ideally we'd be able to Allow more kind of integrations with other kinds of forms and things, you know in Drupal. So definitely You know consider it and consider that Yeah Flexiform is that was that the module flexiform? Yeah Is there anything you can you should consider when working in Drupal In terms of setup to make it more flexible to swap out marketing automation partners or vendors. I Know they each render tries to be all inclusive and I think you brought up the idea like with landing pages You know, they like to take over ownership of all these a lot of components that you might rather Leave in Drupal. Is there some rules? You know rule of thumbs that you use to to try to make that a little bit That's not a use case. I've run into but using a module is going to make that easier I'm trying to think yeah, so to summarize question. It's kind of like well, I guess So you're using one service and you want to switch to another service. So if they're really tightly integrated with your site then Detaching from that other services that Claire is that keep track in the user behavior independently of say Well Probably not So if you have a six-month sales cycle or an eight-month sales cycle and you don't want to lose all that information Yeah, you shouldn't lose that information Honestly, like if you have the tracking code installed on your website and you have the history Most marketing automation platforms I don't want to speak for all of them But most of them when you switch they will migrate the instance of your current platform onto there So you won't lose any of their behavior conversion points or any of the integration you shouldn't lose any of that No, you and that should be a question if you're considering Moving you should certainly ask that and have them show you some examples of ways that they've done that because you shouldn't lose that They should be able to migrate everything over And so my argument for using a module as opposed to custom integrations is that so let's say you're integrating You know with your forms your your web forms your Drupal forms right with this third party Well, if you were just embedding their forms everywhere, then you'd have to completely rebuild them There will still be some some work to be done if you're migrating from one thing to another But if you're if your web forms are all staying basically the same you're capturing the same kind of information And that's less work to do if you're transitioning from one service to another So that's another argument to me to use a module as opposed to just doing something custom You have the questions Yeah, so I think if I understand your question correctly if you have a Example like Joe blue and there's a ton of content that has to be produced and you just aren't there yet What what then do you do? so My suggestion would be you need to start off by identifying where the holes are on your current website So you take your buyer personas You figure out what questions they would have is they're coming to your website during their buying cycle And you see what content that you have and then you start you just I mean, you know Let's just be honest like you're not going to produce all that content in a week But if you can start producing content that helps fill those gaps and then slowly keep Interjecting, you know, I think the rule of thumb is just keep producing new content helps with SEO two or three blog posts a week Our goal our aim is two or three blog posts a week One piece of gated content a month whether that's a webinar or white paper or an e-book So we most of the resources that we provide is just free It's free for use, but there's usually one piece of content a month that we use to capture leads with so And that's a question that a lot of marketers have that question and then setting up all these drip campaigns It gets overwhelming. So my I'm just say rules of three just focus on three things at a time Of yeah to some extent. Yeah, we do like especially if we use freelance writers We will put that into the the cost of producing that like for example an e-book or white paper We know what that cost will be will add that into our market automation instance And then as leads convert or an opportunity closes we look back and to see You know what that cost to the ratio was so yeah It's a little harder to track if we're having our internal team, you know, right blog post but Yeah, do the best we can Any other questions? Excellent. Well, oh, yeah So the question was you they have a lot of large number of products and people download Everything and so your the question really it's hard to track. What oh, yeah We should probably take that offline, but yeah, I mean I would say that you would start with I mean to me I would look at what was the first thing that they converted with because that's obviously what what compelled them enough to Give you their contact information and then the way that we would do it is I would categorize that and then if And put them kind of on a weighted scale So if they're downloading content, that's this category and they're downloading more of that content I would probably To rip the campaigns geared towards that category is it? Yeah, so Yes, there's an automation rule that you could create in part odd that Obviously, you're tagging them if they download this piece of content you're tagging them With that product name and then yes You can raise their score or lower score and then create some automation rules that show what what categories are being downloaded the most That's actually a thing that I pitched to Matthew's easy to say because I wanted to see where the main categories were of Where our buyers are coming from so We should talk any other questions Great, thank you guys so much. Thank you so Bob. Yeah, thank you And again if you want a copy of the book you can see our friend Don over there and she'll scan your you can come by our booth so