Marketing Automation and Drupal
A strong lead management process requires B2B marketing professionals to respond to each prospect within the buying process. However, as your business grows, understanding and responding relevantly to a buyer’s interest is almost impossible to do manually. To ensure that your marketing efforts are targeting customers and prospects with the right messages at the right time, a marketing automation software is key.
What Is Marketing Automation?
Marketing automation software brings together content assets such as landing pages, emails, web events, etc. and delivers them to prospects at a time when it is most relevant to them in their buying cycle.
Knowing the “right time” is key to effectively engaging prospects with your brand. Conducting an analysis of your target audience and capturing demographic information, along with their interactions with your brand through your website and social platforms, allows you to qualify a lead and deliver to your sales team. Most marketing automation platforms integrate seamlessly with popular CRMs, so your sales staff can most likely continue to use their existing tools.
Marketing automation and Drupal?
I’m skipping ahead in the process and assuming you’ve already determined that you need a marketing automation software. The question now is “how effectively will this software integrate into a Drupal website?”
Drupal is definitely one of the better marketing platforms, and with a simple install of custom modules, the most popular marketing automation platforms can quickly be integrated with your Drupal Site.
Below are just a few examples of custom Drupal modules that have been created for marketing automation platforms:
- Marketo Munchkin Module – (created by Mediacurrent‘s Damien McKenna) The Marketo Munchkin is a very simple module to output the Marketo Munchkin tracking code obtained from http://www.marketo.com/.
- Eloqua Module – This module allows you to build webforms that directly parallel forms in eloqua, and can thereby be posted into eloqua.
- Pardot Module – This module adds Pardot web analytics directly onto your Drupal site. It supports general visitor tracking, path-based individual campaign tracking, and path-based lead scoring.
- Built In Module to Replace 3rd Parties – This module serves as a locally hosted replacement for 3rd party services like Pardot, Marketo or Eloqua, allowing you to track individual user paths through your site and assign rules for marketing automation in the form of drip campaigns triggered from user interaction.
Personally, I recommend every Marketing and Sales Director investigate marketing automation software. To truly grasp the value provided by marketing automation, a level of understanding is needed, which only develops from in-depth personal experience with the technology, or a thorough investigation of its core features and functions. In either case, plan to spend a significant amount of time learning the ins and outs of the solution features. However, I strongly believe that companies that implement a marketing automation system to support their marketing and sales efforts are better equipped to manage lead flow and process leads more efficiently.ketin
Interview with Josh Clark: Mobile Design and Strategy
Today consumers regularly, if not exclusively, access online content on their mobile device. What does that mean for businesses? Where does mobile fit into your digital interface?
Yesterday I had the chance to chat with Josh Clark, Keynote Speaker for the Atlanta Drupal Business Summit and Drupalcamp Atlanta. Josh specializes in mobile design, strategy, and user experience.
In this interview, Josh previews his talks for both events and answers questions about mobile strategy and design such as:
- What are the biggest hurdles companies face when “going mobile”?
- What new mobile standards and technologies will Drupal need to embrace to stay relevant?
- What are the next phases of responsive design?
Camera Quality Battle
I have been wanting a side-by-side photo comparison of the best camera phones on the market. Today, I gathered a few colleagues and took pictures using their EVO, iPhone 4G, and Incredible. Which picture do you think is best?
Top Words Declared for 2009
The Global Language Monitor just released the most popular words of 2009, and the #1 word is [drum roll please] Twitter. It beat out Obama and H1n1 as the most frequently used word in print, digital media, internet, and blogosphere.
Think you can guess what the top “phrase” of 2009 was? Click here to read the full article by Richard Lea.
The other competitors of GLM’s top words of 2009 were: