Drupal is at an inflection point. The open-source project has gone from a dorm room experiment to a thriving international community with hundreds of thousand of participants (developers, designers, marketers, business owners, etc.). While the recent adoption trends have been positive, the content management system (CMS) space is becoming more competitive. The proprietary CMSs are starting to take notice and the FUD (Fear, Uncertainty, Doubt) campaigns against Drupal have just begun. In this session, we will explore and recommend ways to better position, sell, and market Drupal. We will share actual success stories from the trenches of how large, enterprise-level Drupal deals were won (and lost).

1. Marketing and Selling
Drupal Services
July 27th, 2012

2. Dave Terry  Specializing in Drupal since 2007
Partner
 Headquartered in Atlanta, GA
 27 Teammates
Adam Waid
Director of Marketing
@adamwaid

3. Goal
Provide practical ways to increase
your marketing and sales efforts of
Drupal.

4. Agenda
Why Inbound
Let’s talk Lessons
Marketing of Marketing
Strategy RFPs Learned
Drupal?

5. Why Inbound Lessons
Marketing
RFPs
Marketing? Learned

6. Wait!
Why should we
care about the
marketing of
Drupal?

7. Key Variables for Software Products
 Must be simple
 User-friendly
 Well-marketed
Dreis’ Keynote DrupalCon London

9. Johan Falk
May 2012

10. Sales & Marketing
can stir negative
perceptions.

11. 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

12. “Ideas that spread,
WIN!”
Seth Godin

14. Open Source is Winning!

15. Why Inbound Lessons
Marketing
RFPs
Marketing? Learned

16. Outbound Marketing
Television Ads
Billboards
Cold Calling
Trade Shows
Radio
http://xflavor.com/

17. Inbound Marketing
Targeted Emails
Blogging
Webinars
Case Studies
SEO
http://xflavor.com/

18. Outbound vs. Inbound
File 16475835

19. Practical Advice

20. Developing Personas
 Who is your target audience?
 Titles
 Role within the organization
 Buying Questions/Concerns

21. Map Your Content

22. Tip: It’s a Team Effort

23. Content
Calendar
 K.I.S.S.
 Accountability
 Consistency
(2-3 times/week)

24. Tip: Spoon Feed
 Ask for Social Sharing
 Colleagues/Partners
 Suggested Tweets
 Hashtags
 Tracking Links
Image credit: http://notrickszone.com/

26. 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

27. Why Inbound Lessons
Marketing
RFPs
Marketing? Learned

28. 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

29. RFP/Proposals
 Send out a Drupal RFP to 20 vendors
 10 Respond
 1 winner

30. RFPs: Always two winners
Qualified RFP Spent 100+ hours
Won RFP!
& passed responding to RFP
& lost

31. Decision
Budget
Makers
Real
Timeline
Problems

32. Why Inbound Lessons
Marketing
RFPs
Marketing? Learned

33. 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

34. Questions?

35. Mediacurrent helps organizations architect custom websites by
leveraging our proven processes and deep expertise in Drupal.
@mediacurrent mediacurrent.com