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