No this is not going to show up in Presentation Mode PANTHEON.IO Understanding Marketing DrupalCon Global 2020 @dgorton @sarahfruy #understandmarketing 1
PANTHEON.IO Sarah Fruy Director, Brand + Digital Experience @sarahfruy
Hi, I'm Drew Director, Developer Relations PANTHEON.IO ● Former agency owner + developer ● dgorton on Drupal , WordPress and Twitter , drew@pantheon.io ● Some things I enjoy away from the computer ○ Languages and travel ○ Cooking ○ Science fiction, board games and other nerdy things
Marketing How well do we understand PANTHEON.IO Marketing? Comfort? [Answer in the chat: 1-10] How much confidence in do we Poll Time have in Marketing jargon? [Answer in the chat: 1-10] What is one thing you want to learn? [Answer in the chat: open text]
10,000 FOOT VIEW PANTHEON.IO Web & Drupal Business trends @dgorton @sarahfruy #understandmarketing
● They are the biggest, most important digital marketing investment most Websites organizations make. PANTHEON.IO are a... ● Gartner: $190 Billion yearly on Marketing Investment websites vs $154 Billion yearly digital advertising @dgorton @sarahfruy #understandmarketing
Everything Leads to Your Website. Events Webinars/Seminars SEO PANTHEON.IO Business Cards Social Media Brochures Blogging Email Marketing Advertising Website @dgorton @sarahfruy #understandmarketing
PANTHEON.IO Marketing 101 @dgorton @sarahfruy #understandmarketing
Marketing Roles/Functions Brand/ PR/Corporate Brand/ PR/Corporate Growth Marketing Product Marketing Growth Marketing Product Marketing Design Communications Design Communications PANTHEON.IO Account-Based/ Account-Based/ Marketing Marketing Customer Content Marketing Social Media Customer Content Marketing Social Media Operations Operations Marketing Marketing Demand Sponsorships & Web Development/ Demand Sponsorships & Web Development/ Analytics Analytics Generation Field Marketing Digital Experience Generation Field Marketing Digital Experience @dgorton @sarahfruy #understandmarketing
Awareness Customer PANTHEON.IO Interest Funnel Evaluation Example: ● 10,000 people aware ● 1,000 interested Action ● 100 evaluating what to do ● 10 acting now @dgorton @sarahfruy #understandmarketing
Awareness Customer PANTHEON.IO Interest Funnel Evaluation Awareness ● Blog posts, How-Tos & guides, Videos.... Interest ● Webinars, E-books, Newsletters, White Action papers… Evaluation ● Request info, Add to Cart… Action ● Donate, Checkout... @dgorton @sarahfruy #understandmarketing
Awareness Customer PANTHEON.IO Interest Funnel Evaluation Awareness Interests Evaluation Action Action Advocacy Advocacy @dgorton @sarahfruy #understandmarketing
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PANTHEON.IO
Marketing PANTHEON.IO PANTHEON.IO Technologies Find Drupal! @dgorton @sarahfruy #understandmarketing 15
Digital Marketing PANTHEON.IO Lost of Tech ● CMS, CRM, DAM... Many Measurements ● CAC, MQL, CPL... Many Acronyms (!) ● All easy ● Learn 9 today ● Tools to understand the rest ● BONUS: Make 3 new ones! @dgorton @sarahfruy #understandmarketing
Awareness NonProfit.org PANTHEON.IO Interest Website Evaluation 2020 Q2 Averages: Paid Social + Ads: ● ○ 50,000 Impressions/month ○ 2,000 Visitors/month Action ○ $1,000 Spend/month 10,000 Visitors/month ● ● 400 Newsletter signups/month Advocacy (100 from ads) ● 20 Donation/month for $1500 @dgorton @sarahfruy #understandmarketing
Measurements CTR: Click Through Rate PANTHEON.IO How many people click and visit your site? 2,000 Visits 50,000 Impressions CTR = 4%
Measurements CPC: Cost Per Click PANTHEON.IO How much does each click cost? 2,000 Visits $10,000 CPC = $.20
Measurements CPL: Cost Per Lead PANTHEON.IO How much does each lead cost you? $1,000 Ads 100 Newsletter Signups CPL = $10
Measurements Are Theses Good? PANTHEON.IO CTR = 4% CPC = $.20 CPL = $10 Good? Bad? It depends! Compare vs History Compare vs Peers
Funnel Acronyms Jargon FTW! PANTHEON.IO ● MQL: Marketing Qualified Lead ● CAC: Customer Acquisition Cost ● CLV / CLTV / LTV: Lifetime Value ● S/ME: Sales / Marketing Efficiency ● ROI: Return on Investment ● MoM: Month over Month
POP “CPL is down 35% MoM” PANTHEON.IO Is this good or bad? QUIZ! Answer in chat, along with why! 23
Make a Marketer Happy Make Reporting Easy PANTHEON.IO Marketers Need to hone in on their KPIs and ● improve them Then constantly report on progress ●
Make a Marketer Happy Make Reporting Easy PANTHEON.IO Developers & Agencies ● Make reporting intuitive and easy (don’t just connect Google Analytics and walk away) ● Provide valuable data points & access to insights from other clients and projects!
Communication is a journey ● There many ways to measure a ● Make a marketing program’s impact PANTHEON.IO Focus on: Marketer ● Better Communication ○ Happy :) Solid Integrations ○ Smarter Reporting ○ Improving Their Numbers ○
How can you be a more PANTHEON.IO strategic partner to marketers? Let’s talk in chat! 27
What does PANTHEON.IO this mean for agencies? 28
Marketers Value Results Share Your Track Record Very Interesting: Less Interesting: PANTHEON.IO “We typically improve our clients’ Cost per “We are trusted Drupal experts. Our public Lead (CPL) by 15%” modules are used on over 100,000 sites.” Measured things (traffic, signups, …) Drupal/web tech particulars (modules, ● ● Shared insights from peers taxonomy, HTTP/3, …) ● Simplified reporting Engineering practices (git, code ● ● Integrations with other Marketing Tech reviews, automated testing, …) ● (CRM, DAM, etc.) Years of experience ● Proving ROI to Finance Team Fixing a thing that’s broken ● ● 29
Understand Marketing ● Index (UMI) increase? [Answer in the chat: UMI: Yes/No] KPI Marketing Jargon PANTHEON.IO ● TIME Confidence (MJC) increase? [Answer in the chat: MJC: Yes/No] Let’s Measure! Learned The One Thing ● (LTOT)? [Answer in the chat: LTOT: Yes/No]
PANTHEON.IO PANTHEON.IO Q&A
PANTHEON.IO Understanding Marketing Feedback Please! 32
Image Credits ● DrupalCon Europe, 2012: https://flic.kr/p/d2wNXf ● Hello My Name Is, https://flic.kr/p/phvM1B PANTHEON.IO PANTHEON.IO ● Gears! https://flic.kr/p/9E4sFP ● Do you measure up? https://flic.kr/p/2VqrRx ● Technical Writing https://flic.kr/p/aoduEL ● Unsure Of The Next Step https://flic.kr/p/8ntAXt ● Law Library: https://flic.kr/p/aBpw4o 33 33
PANTHEON.IO Understanding Marketing Appendix 34
Tableau grew from a $250 million company to a $1 billion company without relaunching their website. PANTHEON.IO ● Fully staffed marketing systems team: owned the full stack. ● Automated testing and CI let them iterate weekly on a highly complex “lead generation machine.” ● Website no longer a blocker: 10x’d their rate of innovation in driving demand.
@dgorton @sarahfruy #DrupalConMarketing The CMS Ecosystem by Revenue (Estimates) Relative share by number of sites 100% PANTHEON.IO 75% Sitecore Adobe Drupal 25% Wordpress 10% $1-5M $5-10M $10-50M $50-500M $0.5-$1B $1-10B >$1B Business Annual Revenue 36
@dgorton #understandingmarketing Drupal Is Less Experienced Addressing the Needs of Marketers PANTHEON.IO 37
@dgorton #marketing4devs Drupal Is Less Experienced Addressing the Needs of Marketers PANTHEON.IO Used by Practitioners Enterprise Sales Easy to use, many plugins Top-down CMO decision 38
@dgorton #marketing4devs Drupal Is Less Experienced Addressing the Needs of Marketers PANTHEON.IO Used by Practitioners Enterprise Sales Easy to use, many plugins Top-down CMO decision 39 39
@dgorton #marketing4devs Drupal Is Less Experienced Addressing the Needs of Marketers PANTHEON.IO Used by Practitioners Enterprise Sales Easy to use, many plugins Top-down CMO decision 40 40
@dgorton #marketing4devs Drupal Is Less Experienced Addressing the Needs of Marketers PANTHEON.IO Used by Practitioners Enterprise Sales Easy to use, many plugins Top-down CMO decision 41 41
@dgorton #marketing4devs Drupal Is Less Experienced Addressing the Needs of Marketers PANTHEON.IO Used by Practitioners Enterprise Sales Easy to use, many plugins Top-down CMO decision 42 42
@dgorton #marketing4devs State of the Agency Pantheon Report, 2019 Consulting on Marketing Strategy PANTHEON.IO Content strategy / Development Marketing automation Profit Margin > 30% SEO Services Profit Margin < 20% SEM / Paid Advertising Social Media Marketing CRM / Loyalty Marketing 0.0% 25.0% 50.0% 75.0% 100.0% 43
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