Please join Acquia’s product marketing team as they share with partners how to leverage Acquia’s new packages and services opportunities. Diving deeper into how to position and sell Acquia’s DXP, Marketing Cloud, and Drupal Cloud, you will learn: How to deliver the pitch for each of the clouds How an integrated demo tells our story New opportunities for partners, including new services and product capabilities

1. HOW TO SELL
ACQUIA’S OPEN
DXP, MARKETING
CLOUD & DRUPAL
CLOUD
Acquia Partner Bootcamp
July 21, 2020

2. POP QUIZ

3. Today’s Speakers
Eric Fullerton
Lead Product
Evangelist
Ryan Picchini
Director of
Product Marketing
Karen Wood
Sr. Director of
Product Marketing
Maggie Schroeder
Sr. Product
Marketing Manager

4. A New Reality Requires New Digital Agility
8%
…of companies felt ready to
compete and survive in a digital-first
world
73%
PRE-COVID-19 (Prior to 2020)
…of companies are accelerating or
maintaining digital transformation
initiatives
POST COVID-19 (April 2020)

5. Silos Everywhere Lead to Duplication & Disconnect
CONTENT
SILOS
DATA
SILOS
ORG
SILOS

6. OPENIt’s a New Reality.
It’s Time to Be...

7. MACHINE
LEARNING
ORCHESTRATION
SITES
SERVICE
S
DATACONTENT
CHANNELS
MODALITIES APPLICATIONS
What’s Required: A New Approach
SUPPORTSERVICEDIGITAL CROSUPPORTSERVICEDIGITAL CRO CMO CIO

8. INTEREST
Apple Watch -
Low on eggs,
pasta, and
chicken
Ask Alexa for healthy
chicken carbonara recipe
Watch recipe video
on smart fridge app
Browse other
products on grocery
delivery application
Purchase grocery list
and set for delivery via
smart fridge
Set up automatic weekly
delivery for eggs, pasta,
chicken and lettuce
Subscribe for new
recipe updatesAWARENESS
CONSIDERATION
RETENTION
ADVOCACY
Break Down Silos to Deliver A Personalized Journey
INTEREST
AWARENESS
PURCHASE
RETENTION
LOYALTY

9. INTELLIGENCEVELOCITY GOVERNANCE
It’s Time to Accelerate … In a New Direction

10. Locked-down,
siloed content
Developer
Experience
Open, modular,
packaged app services
Open, reusable
content models
& components
Marketer
Experience
Open, reusable,
composable templates
and experience
Open, reusable,
composable designs
Customer
Experience
Engaging, consistent
content & experiences
Fluid, optimized
designs across
experience touchpoints
Unlock Content and Open up New Digital Experiences
E-commerce
SystemsFile-sharing
CMS
Marketing
Automation
CRM
OpenIntegrations
ACQUIA DRUPAL CLOUD

11. INTRODUCING
DRUPAL
CLOUD
Reusable content
Composable experiences
Packaged, shareable services
IT-focused innovation INSPIRE YOUR CUSTOMERS
& CONNECT MEANINGFULLY
MACHINE
LEARNING
ORCHESTRATION
MARKETING
COMMERCE
EMPLOYEE
EXPERIENCES
CUSTOMER
PORTALS
SUPPORTSERVICEDIGITAL CRO CIO
CONTENT

12. Locked-down,
siloed content
Data Analyst
Experience
Open, extensible,
real-time 360 profiles
Open, customizable
ML models
Campaigner
Experience
Open, composable
multi-channel
campaigns
Open, composable
customer journeys
Customer
Experience
Personalized, relevant
content & experiences
Orchestrated journeys
with next-best action &
next-best experienceE-commerce
SystemsFile-sharing
CMS
Marketing
Automation
CRM
OpenIntegrations
ACQUIA MARKETING CLOUD
Unlock Data and Open Up Personalized Journeys

13. INTRODUCING
– Boost profitability, revenue, marketing ROI
– Increase customer engagement, loyalty
– Increase operational efficiencies
– Build your customer strategy on trusted data
– Increase business agility in the face of
COVID and future-proof your business
MARKETING
CLOUD
KNOW YOUR CUSTOMERS
& ENGAGE HOLISTICALLY
MACHINE
LEARNING
ORCHESTRATION
EMAIL
CALL CENTER
MOBILE APP
WEBSITE
STOREWEBSITEESP CRM POS
DATA

14. Siloed orgs,
unlocked risk
CIO
Experience
Centrally-managed
digital stacks
Centrally-hosted
digital experiences
CMO
Experience
Centrally-managed
marketing stacks
Centrally-governed
campaigns
Customer
Experience
Secure, compliant,
performant digital ops
Dependable, trusted
brand experiences
OpenIntegrations
Local
Channel
Partners
Multiple
Functional
Teams
Regional
Marketing
Teams
Local
Agencies
Multiple
brands
Lock-down risk and build trusted online relationships

15. ORG
HUB
INTRODUCING
Global scale, local performance
Brand & legal compliance
Security-risk mitigation
Ops efficiency & global
best practices

16. DRUPAL CLOUD
Build, design and run sites
and applications
MARKETING CLOUD
Understand, personalize and engage
with customers on any channel
Copyright © 2020 Acquia Inc. All Rights Reserved. Drupal is a registered trademark of Dries Buytaert.
Acquia Open Digital Experience Platform

17. Product Re-naming
NEW NAME ORIGINAL NAME
Acquia Customer Data Platform AgilOne
Acquia Personalization Lift
Acquia Campaign Studio Mautic
Acquia Campaign Factory Maestro
NEW NAME ORIGINAL NAME
Acquia Cloud Platform Acquia Cloud
Acquia Site Studio Cohesion
Acquia Edge CDN Edge CDN
Acquia Edge Security Edge Protect
Acquia Cloud IDE Remote IDE

18. “THE BEST THING A
SALESPERSON CAN DO IS
READ YOUR BUYER’S MIND”
Buyer insight:

19. DRUPAL CLOUD - PROFILING YOUR KEY BUYER
WHAT DO WE DO?
We empower the CIO to become a strategic member of the
executive team. They can shift their focus to creating a business
transformation strategy and activities that drive top-line revenue.
Contrast this with their current state - taking orders from the
business, always playing catch up and being measured as a cost
center.
HOW DO WE DO IT?
A complete set of fast, flexible and intelligent set of solutions that
drive revenue, lower costs and distribute the “digital workload.”
We offer a new model for digital experience delivery combining
enterprise features, security and governance with the innovation
and speed offered through “open” technology. The best of both
worlds.
WHAT VALUE DO WE PROVIDE?
With Acquia’s solutions, the CIO now has the ability to execute on
short term initiatives, plan for the future and remove the
bottleneck the business has always complained about. With a new
normal for speed and innovation across the business, the CIO
becomes the CEO’s right hand advisor and his/her team becomes
the lifeblood of the business.
IDEAL
EXECUTIVE
SPONSOR
Lori Beer
Global CIO, JPMorgan Chase
MARKET FORCES
– The speed of digital business: on-demand, always on,
responsive
– Baseline security is a non-negotiable - whether it’s
commerce or content customers demand security to
have a relationship
– Security and governance are becoming more complex -
with more channels and more regulation companies need
to be concerned about more than “getting attacked.”
– Growing number of customer engagement channels-
customer channels evolve in weeks / months and existing
channels lose relevance just as quickly
– Evolution of customer expectations - contextually
relevant is the baseline, intelligent and design led is
differentiated
– The volume of business being done online - being
prepared to scale across business units and teams is
– Digital native businesses - companies who started online
have a unique advantage in how to grow their business,
adopting modern digital technologies and moving faster
than traditional organizations
PAIN POINTS
– Always playing catch up - limited bandwidth to focus on building
systems that anticipate customer needs, drive innovation for the
business. Mostly they are “keeping the lights on” and not meeting the
needs of the business
– Always changing security- there are constantly new threats that take
time and energy to address,
– Always changing compliance legislation and standards- vast amount
of time and effort to track, update and maintain. Risk of million dollar
fines.
– It’s difficult to make a pivot - customer engagement channels are
quickly evolving (voice, bots), it’s difficult to architect solutions that work
today but can be used for new, emerging channels
– Delivering a connected experience: buyers are now in charge and the
buying cycle is no longer linear. The IT organization is responsible for
breaking down the barriers between technology systems so the business
can engage with customers, intelligently depending where they are in the
buying cycle.
– They can’t scale to accommodate online growth: today it requires a
meaningful change in the IT delivery model and adoption of new
technology solutions. A rehaul of their organization and technology.
– They’re losing market share to new competitors: companies who are
“digital first” and started online move fast, they have experienced IT
teams and challenge traditional business models. Creates build vs buy
decision to compete effectively

20. WHAT TRENDS ARE CIOs
THINKING ABOUT?

21. MARKET TRENDS
Brand loyalty, and
awareness are more
important than ever
80%of customers say they
would be more loyal to a
brand that showed they
really understand them
and what they were
looking for

22. MARKET TRENDS
The FULL buyer journey
takes place online

23. MARKET TRENDS
Content is the lifeblood
of a buyer’s journey

24. THE CHALLENGE

25. Getting customers the content they want
©2020 Acquia Inc. - Confidential
WEB MOBILE
DIGITAL
SIGNAGEWEARABLES VOICE CHAT
COMPANY
APP
Regional
Marketing
Local offices
Corporate
Communications
Corporate
Marketing
Legal and
Compliance
IT/ developers
Marketing
Agency
InfoSec
OPEN, ENTERPRISE CONTENT PLATFORM
AWARENESS INTEREST COMPARISON
VALIDATION/
DECISION
PURCHASE ADVOCACY

26. CHOICES TO DELIVER:
Proprietary
Traditional CMS Tools
(Sitecore, Adobe, etc.)
Consumer
Consumer Site Building Tools
(Wix, Squarespace, etc.)
DIY
Basic Hosting + Custom Development
(Azure, GCP, etc.)

27. Copyright © 2020 Acquia Inc. All Rights Reserved. Drupal is a registered trademark of Dries Buytaert.
ALL THE CAPABILITIES YOU NEED IN ONE PLATFORM
DRUPAL CLOUD
Build, design and run sites
and applications
ENTERPRISE:
Robust feature library
EASY TO USE:
Empowers non-technical
teams
OPEN:
Interoperable with your
existing tech investments
SECURE:
Comprehensive security
and governance
MULTICHANNEL:
Engage on established and
new digital channels
SCALABLE:
Grow existing and launch
new digital properties
Gartner MQ
leader

28. DELIVERING THE IDEAL STATE:
PROVIDING THE BEST OF BOTH WORLDS
ENTERPRISE
FUNCTIONALITY EASE OF USE+

29. THE BEST OF BOTH WORLDS: ENTERPRISE FUNCTIONALITY
1M+
registered users
on drupal.org
2%
of web 10,000+
contributors
to Drupal
2M+
unique visitors
per month
to drupal.org
40,000+
modules
1 OUT OF 40
sites in the world run on Drupal

30. Copyright © 2020 Acquia Inc. All Rights Reserved. Drupal is a registered trademark of Dries Buytaert.
SITE STUDIO - A LOW CODE APPROACH
PROCESS:
– Developers write code (layouts, features, etc.)
– Designers create a master design system
– Site Studio makes the code and styles available, to
business users through a visual, drag and drop
interface
– Business users build new pages or make changes to
existing pages
– Designed for business users
– Easier to understand and use than WordPress
THE BEST OF BOTH WORLDS: EASE OF USE

31. Copyright © 2020 Acquia Inc. All Rights Reserved. Drupal is a registered trademark of Dries Buytaert.
QUICKLY SCALE TO MEET DEMAND:
– Autoscale from thousands to millions of pageviews
– Manage tens hundreds or thousands of sites through a
common interface
– Quickly spin up new digital properties
– Enforce roles and permissions through a customized
governance model
– Streamline maintenance and support - one team, one
view of all sites
– 99.95% guaranteed uptime
THE BEST OF BOTH WORLDS: EASE OF USE

32. CASE STUDY
VISION
Scale Bayer’s digital presence with governance, speed and efficiency.
Remove bottlenecks with IT and allow marketers, designers and
agencies to play a more active role.
WITH ACQUIA
Scope: Bringing 500+ sites live in 6 months
Build: Core team of developers, within IT shared services, created reusable
components and the master style guide
Assemble: 18+ “assemble” agencies and business units with limited / no
Drupal development skills
Solution: Drupal Cloud Enterprise

33. DELIVERING THE IDEAL STATE:
OPEN: EMPOWERING
CIOs TO PIVOT

34. CONNECT YOUR DIGITAL ECOSYSTEM:
– Deliver a consistent experience across channels
– Composable architecture to “create once and use everywhere”
– Connectivity to other systems
– Distribute the digital workload
ENGAGE ON EMERGING CHANNELS:
– Easily extend to emerging channels - digital signage, voice,
chat bots
– Allow CIOs to “start small” and build
EMPOWERING CIOS TO PIVOT

35. EMPOWERING CIOS TO PIVOT:
CONNECT YOUR DIGITAL ECOSYSTEM (SAMPLE LIST)
Social:
– Facebook Page plug-in
– LinkedIn Posts
– Instagram Block
– Social Feed - for various
social networks
– Avatar Kit
– Twitter API Block
– Twitter Tweets
Web/Content:
– Google Analytics
– Google Cloud
– Google Tag Manager
– Google API for Apps
– Google Analytics Search API
– Tealium
– Salesforce web forms
– Spectra Analytics
– UBER cart
– Adobe Analytics
– Smart AdServer
– SiteImprove
– Search API
– Youtube
– Adobe Creative Cloud
– Apple News
– Bynder
– BrightCove
– Acquia DAM
Emerging:
– Chatbot API - Alexa or
Google Home
– Digital Signage Framework
– Telephone International -
Voice
– Wearables API
CRM:
– Salesforce Sales Cloud
– Salesforce CRM
– Sugar CRM
– Hubspot CRM
– RedHen CRM
– CRM Core
Email:
– Salesforce Marketing Suite
– Salesforce CRM
– Mautic
– Marketo
– Epsilon Harmony
– JanRain connector
Commerce:
– BigCommerce
– ElasticPath
– Kibo
– PayPal
– DrupalCommerce
– Hybris
– Magento

36. CASE STUDY
(Pivot)
Challenge: The central challenge was to successfully process real time train
data from the largest public transit system in the world, and to display
content rapidly enough so that it was relevant to passengers.
Solution: Drupal Cloud Core+
Results:
– MTA can use the same CMS that powers its website to push content and
data to 1,800 digital signs in more than 400 stations in New York City.
– By infusing the power of digital signage into station countdown clocks,
MTA makes customers the priority.
– Using Acquia and Drupal, MTA launched a clock pilot in 3 months, and
completed a full rollout within 18 months (compared to the 8 years it took
for the previous version of the subway countdown clock system)

37. DC CORE
Informative
Corporate .com
— Moderate traffic
— Content focused (no commerce or B2B
lead metrics)
— Focused on web / mobile web
— One core brand / business
— Baseline security and compliance
needed
— Focus on utility, not advanced UX /
design
Microsite:
— Important but not mission critical
— Content driven
Employee portal (internal):
— Content driven with limited integrations
— Focused on web/mobile web
Customer portal (external):
— Content driven with a few integrations
— Single channel
— Single sign-on
PACKAGES OVERVIEW:
Based on where you are in your digital journey
DC CORE+
Revenue generating
Corporate .com - revenue generating
— High traffic
— Direct tie-in to revenue (leads in B2B or
commerce in B2C)
— Multi-channel (web, mobile, voice, digital
signage)
— Need for advanced governance and
security due to regulation or commerce
— Multiple brands / line of business
— Focus on UX / Design, not only utility
Multi-channel experience:
— Unique UX experience across devices /
channels
— Content reuse across external, internal
and emerging digital channels
DC ENTERPRISE
Scale and revenue generating
Portfolio Digital Properties:
— More than 5 unique domains with
multiple lines of business
— Enterprise wide governance and
security is needed
— Multi-channel (web, mobile, voice, digital
signage)
— Combination of content, commerce and
decoupled experiences
— Combination of external and internal
experiences
Basic personalization:
— A handful of innovative, progressive
brands / business units desire to
personalize content within their BU

38. DC CORE
Developer Experience:
Dev Studio
Cloud IDE
Lightning
Operator Experience:
Cloud Platform
Marketer Experience:
Site Studio
PACKAGES OVERVIEW:
Modules of each solution
DC CORE+
Includes everything in
DC CORE and:
Developer Experience:
Acquia CMS
Team TAM
Operator Experience:
Edge Security (WAF)
Edge CDN
Marketer Experience:
Acquia CMS
DC ENTERPRISE
Includes everything in
DC CORE+ and:
Developer Experience:
Named TAM
Site Operations:
Site Factory
Content Hub
Marketer Experience:
Personalization

39. Marketing Cloud
Overview
Field Enablement - July 2020

40. “THE BEST THING A
SALESPERSON CAN DO IS
READ YOUR BUYER’S MIND”
Buyer insight:

41. MARKETING CLOUD - PROFILING YOUR KEY BUYER
WHAT DO WE DO?
We empower the CMO to become a data driven strategist for the
entire business, increasing revenue and reducing costs across
tactics, teams, and sales channels. Contrast this with their current
state - relying on other teams to deliver incomplete insights
based on dirty data and running siloed campaigns without
understanding holistic business impact.
HOW DO WE DO IT?
We give the CMO a unified marketing could built on a foundation
of customer intelligence that increases revenue and ROI while
boosting inter-departmental efficiencies and agility. We offer a
new model for gaining customer insights across disparate
systems and a better way to drive authentic, relevant, humanized
engagement across channels.
WHAT VALUE DO WE PROVIDE?
With Acquia Marketing Cloud, the CMO now has the ability to
understand who customers are across all their channels of
engagement, and pinpoint critical segments and marketing
opportunities. This gives the CMO agility to quickly pivot and
adjust marketing strategy based on data, drive more revenue for
the business, and boost customer lifetime value.
IDEAL
EXECUTIVE
SPONSOR
Marc Pritchard
Chief Marketing Officer,
Proctor & Gamble
MARKET FORCES
– Covid-19 has changed business. Across furloughs, layoffs,
closures of physical locations, or an influx of new customers who
aren’t typical buyers, COVID has transformed the customer
lifecycle and has mandated new channels of customer
engagement. The CBO must respond quickly to maximize
revenue, retain customers, and increase the value of newly
acquired customers.
– A constantly evolving digital strategy has created disconnected
systems and data silos. The company has invested enormous
resources in building a martech stack, but this isolates the holistic
truth of the business, and customers, within each separate
system. The CBO needs a complete, unified view of the whole
health of the business and customer database.
– It’s difficult to understand the business, stay complaint to regional
requirements, and maintain efficiency when companies have
multiple brands, geographies, and websites. Scale creates
complexity, especially when diverse needs and hierarchical views
of the customer must be supported by technology. The CBO
needs the agility, flexibility, and scalability to meet these needs.
– Consumers are in control, and demand convenience and speed.
COVID has not stopped consumer’s expectations for nothing but
the best. With the bar for experience set by Amazon and Google,
consumers expect brands to deliver relevance at every
touchpoint -- more so now, with COVID, than at any other time.
PAIN POINTS
– We have the right tech stack, we are running the right campaigns,
but we’re not getting enough lift from these efforts. We should be
getting better ROAS, ROI, and higher LTV.
– We can see the health of our individual physical locations,
ecommerce, web activities, and outbound marketing efforts, but I
can’t see how all of these things interact or get a holistic view of
my customers. Am I cannibalizing one channel to feed another?
Do I understand who my best customers are across channels? I
have no insight into this.
– Too much of our business is “one and done.” How do we convert
customers who do business with us one or two time to become
loyalists? We have a loyalty program but not enough customers
are engaged with it.
– Every time we want to do customer analysis or pull a list for a
campaign, we have to put in the request and wait weeks for the
other teams to help. We want to do it ourselves.
– Different teams rely on different data sets, and therefore have
differing -- and conflicting -- views of the business. Teams don’t
trust reporting and metrics that come from other teams. If all
teams used the same data that everyone trusted, we could better
align around key business initiatives.
– I don’t have a view into where my customer data is and I can’t
control exactly how we market to customers in regions where
privacy is paramount. We risk of millions of dollars in fines.
– Different geographies, brands, teams, languages, currencies, and
websites all make it difficult to drive a global strategy while
adhering to the unique requirements of each region.

42. WHAT TRENDS ARE CMOs,
CDOs & CCOs THINKING
ABOUT?

43. MARKET TRENDS
Brands require more
digital agility now than
ever before
Almost 30% of marketing leaders believe
that a lack of agility negatively impacts
marketing execution. — Gartner, 2020

44. MARKET TRENDS
Multiple channels of
customer engagement
create data silos
Acquia Marketing Cloud processes
50-100M customer records per client,
pulled from 100s of different systems.

45. MARKET TRENDS
Consumer privacy
requirements are forcing
better data hygiene
71% of marketers say lack of compliance
will have a detrimental impact on their
companies’ ability to conduct business
globally. — McDermott, Will & Emery

46. MARKET TRENDS
Consumers demand
convenience and
relevance at every
touchpoint
Companies with strong omnichannel
customer engagement retain on
average 89% of their customers,
compared to 33% for companies
with weak omnichannel
engagement. — Aberdeen Group

47. Why is it so hard? “I know you’ve got plenty of data
on me – why can’t you do a better
job of servicing my needs?”
“I opted into your email list and website
cookies, but continue to get messages
and offers that aren’t relevant to me.”
“Your call center rep has no clue
that I’m a loyal customer”
“You’re always showing me ads
for things I don’t care about.”

48. Disconnected systems are the root cause problem
Call Center
Website
Identity
Data
POS &
Inventory
Systems
CRM
E-commerce
Systems
BI Systems
Web
Personalization
Direct Mail
& ESP
Digital Ad
Campaigns

49. Disconnected systems result from an activation first approach
Siloed, duplicate customer data Unified customer data
ACTIVATION
FIRST
DATA
FIRST

50. Flawed choices in a confusing market
DATA LAKE
Built & Managed by IT
No direct marketing access
Dirty data, duplicates
Lack of analytics
Hard to leverage for personalization
CRM
Built for Sales Operations
Can only ingest certain types of data
No support for real-time use cases
Lack of analytics
Inflexible customer segmentation
DMP
Built w/ Anonymous Data
Solely for digital ad use cases
Can’t help w/ loyalty or retention
Inflexible audience profile categories
Limited data storage

51. THE IDEAL
STATE

52. INTRODUCING
– Boost profitability, revenue, marketing ROI
– Increase customer engagement, loyalty
– Increase operational efficiencies
– Build your customer strategy on trusted data
– Increase business agility in the face of
COVID and future-proof your business
MARKETING
CLOUD
KNOW YOUR CUSTOMERS
& ENGAGE HOLISTICALLY
MACHINE
LEARNING
ORCHESTRATION
EMAIL
CALL CENTER
MOBILE APP
WEBSITE
STOREWEBSITEESP CRM POS
DATA

53. What Is Acquia Marketing Cloud?
1. Unifies customer data across any online/offline
system into a single, persistent customer ID
2. Provides insights with robust analytics and
machine learning
3. Enables visual journey mapping, campaign
building, and next best actions
4. Delivers personalized experiences across
website, email, and social media
5. Supports large, global organizations with multiple
brands and geographies
6. Ingests data from and sends data to any third
party or home grown online or offline system,
7. Adapts to any unique requirements & is usable by
every team
● Boost profitability, revenue, ROI
● Increase customer engagement, loyalty
● Increase operational efficiencies
● Build customer strategy on trusted data
● Increase business agility in the face of
COVID and future-proof your business
What does it do? Key benefits:
MACHINE
LEARNING
ORCHESTRATION
EMAIL
CALL
CENTER MOBILE
APP
WEBS
ITE
STOR
E
WEBS
ITEESP CRM POS
DATA

54. ALIGN YOUR DATA TO YOUR BUSINESS
Identit
y Data
E-commerce
Systems
CRM
Analytics
Acquia
Personalization
POS & Inventory
Systems
BI Systems
ESP
ACQUIA CDP
﹣Data Ingestion
﹣Identity Resolution
﹣Single Customer View
﹣Analytical Insights
﹣Machine Learning
– Email
– SMS
– Chat
– Mobile App
– Call Center
– Loyalty
– Social
– Clienteling
– Direct Mail
Interaction Channels

55. MACHINE
LEARNING
FORWARD
BUILT FOR
GOVERNANCE
CUSTOMER
CENTRIC
DATA FIRST
OPEN
Acquia
Marketing Cloud
Differentiators
WHAT MAKES
ACQUIA
MARKETING
CLOUD
DIFFERENT?

56. ©2020 Acquia Inc. - Confidential
AWARENESS INTEREST ENGAGEMENT PURCHASE LOYALTY GROWTH
DELIVER RELEVANCE AT EVERY TOUCH POINT
UNIFIED CUSTOMER DATA
WEB
RETAIL
ASSOCIATES
DIGITAL
ADVERTISINGWEARABLES EMAIL CHAT CALL CENTER
POS Event RegistrationCRM ESP
Third Party Data
Append
Customer Service Website Behaviors
...Any Other Data
Source

57. DATA DRIVEN MARKETING MATURITY MODEL
MATURITY
TriggeredCampaigns
SegmentedEmail
TargetedDirectMail
SocialAudiences
AdNetworkAudiencess
LifecycleCampaigns
In-StoreClienteling
WebPersonalization
In-storeTrafficCapture
CallCenter360
PredictiveOptimization
DynamicPersonalization
JourneyManagement
BEGINNER INTERMEDIATE ADVANCED

58. Meaningful Business Impacts for All Clients
+30% overall sales margin +98% increase in call center conversions
+233% email open rates +15% increase in baseline sales revenue
+333% increase in return on ad spend +344% increase in omnichannel shoppers
+5X ROAS in paid search to website +3X response to reactivation campaigns
Enterprise craft retailer

59. THE EVOLUTION OF ACQUIA MARKETING CLOUD:

60. MC CORE
Customer Data Platform
360 Profile
360 API
Actions
Data Connectors
Configuration UI
+
Analytics
Reporting
Customizable Dashboards
PACKAGES OVERVIEW:
Modules of each solution
MC CORE +
Includes everything in
MC CORE and:
Basic Machine Learning
OOTB Models
+
Personalization
+
Campaign Studio
Journey Builder
Email Builder
Mobile Builder
MC ENTERPRISE
Includes everything in
MC CORE + and:
Enterprise Machine Learning
Data Science Workbench
Custom ML Models
Cohort Analysis
Interactive Queries
+
DAM
+
Campaign Factory

61. MC CORE
— Data integration planning, strategy,
and deployment
— Data preparation and
transformation
— Digital strategy and roadmap
— Campaign strategy and planning
— Data integration planning
— Data analysis and interpretation
— Organizational modeling (people
and process)
— Data policies and best practices
ACQUIA MARKETING CLOUD: SERVICES OVERVIEW
MC CORE +
All services included in
MC CORE and:
— Personalization architecture
— Content strategy & planning
— Campaign management
— Email best practices
— PHP for custom integrations
— Personalization best practices
— Journey mapping
— A/B testing
MC ENTERPRISE
All services included in
MC CORE + and:
— Data Science
— Taxonomies
— Asset organization/governance
— Platform governance
Acquia will work with customer marketing and IT teams to prepare you for a successful implementation
of Acquia CDP and other Acquia Marketing Cloud solutions. The goal of the engagement is to provide a
guided introduction to Acquia products and where to find resources for continued self-enablement.

62. Marketing Cloud product integration
Confidential & Proprietary | 62
Data Flow Between AgilOne, Lift/Mautic
Synchronize profile and segment data between AgilOne/Lift
and AgilOne/Mautic, allowing Acquia to demonstrate first
use cases for customers to get value from using multiple
Marketing Cloud products together.
Phase 1:
Q2 2020
Integration Benefits Across Products
Launch Integrated Analytics, showing end-to-end data journey across
products. real-time segmentation still occurs in Lift & Mautic. Build
anonymous profiling in AgilOne to prep for Phase 3. Additional Machine
Learning use cases can be built out with better data access across
products.
Phase 2:
H1 2021
Profiles & Segments in AgilOne
Complete the transition to AgilOne being the data layer for
Lift and Mautic, replacing their capabilities and freeing up
resources to work on growth initiatives. Advanced Segmentation in
AgilOne
Phase 3:
2021
Product Integration Phases Customer Benefits
● Leverage ML scores and multi-channel customer data from CDP in
Web Personalization in Lift
● Leverage ML scores and multi-channel customer data from CDP in
Mautic Multi-channel Journey Orchestration
● Mautic customer and event data in CDP for advanced
segmentation, data processing and analytics
● Advanced campaign performance reporting in AgilOne CDP for
Mautic and Lift campaigns.
● Integrated Analytics across Lift, Mautic and AgilOne. Available
through dashboards, business user reporting tool, IQ, Data Sharing
● ML models leveraging data consolidated across marketing cloud -
Send Time Optimization, Likelihood to Engage in a Channel.
● Unified real-time profiles and segmentation across channels
● Improved scale across all marketing cloud powered by scalable
data layer
● Improved compliance message for customers with a single profile
● More new ML models
● Unified User Experience for segmentation, analytics and
multi-channel journeys
● Unified self-service configuration management
● ML Studio for custom ML model building
● Journeys extended to all channels and connectors
Integrated Marketing Cloud UI
App with single login, unified campaign management, exposure
of additional Marketing Cloud features for awareness and upsell,
full enablement of new go-to-market motions including trials.
Phase 4:
2021

63. COMMON LICENSE METRIC
ACQUIA MARKETING CLOUD
Future Pricing Principles
MC CORE MC CORE + MC ENTERPRISE
CLEARFLEXIBLE AGILE
Easy to understand
& present
Eliminates paid profile
redundancies
Allows for right-sizing for
multi-solution deals
Provides clients a clear
upgrade path and visibility for
budget planning
Accelerates license growth
& upsell opptys
License value grows with
client success

64. Q&A

65. POP QUIZ

66. Invite our customers to learn about Acquia’s
DXP vision and strategy!
Hosted by Acquia’s Exec Team on
July 22nd @ 11AM EST
The New Era for Acquia Customers:
Product Strategy, Alignment, and Growth