Balancing Personalization and Brand Consistency With Drupal

Posted by Urvashi Melwani on Nov 28, 2019 2:02:10 PM

Getting what you have been looking for or even before you realize its need lets you experience the real power of personalization.

Great consumer experiences are what make up a brands' value. However, the problems that marketers face is that very few people show interest in buying complete, off-the-rack, & pre-defined customer journeys. 

Studies also show that consumers do want personalized messages provided it’s done right- i.e, not overly grisly or overly intrusive. 

This might prove challenging for brands in regards to decide on how far to take it and what may go beyond the line, but ultimately brands need to figure this out to deliver a seamless user experience.

The new technologies have also led to the disruption of the traditional paths of purchases. Gone are those days when people used to visit shops! Nowadays, it’s one click and service is provided at their doorstep.

Therefore, it’s critical for enterprises now more than ever to find out ways to stand-out in the crowd by focusing on customer engagement and building a more open and transparent relationship with them.

Personalization is the key factor in delivering engaging and custom experience to the users. Drupal, an open-source platform, can help enterprises in delivering relevant content tailored to their visitors to showcase them their value, convey their message and keep them on their site. The longer they are on the site, the likelier they are to engage in whatever way you need.

What Is Web Personalization? What Are Its Benefits?

Personalization is the practice of presenting web visitors with the relevant content that is customized and unique at the same time to each one of them 

Personalization is the practice of presenting web visitors with the relevant content that is customized and unique at the same time to each one of them as per their likes and dislikes. Enterprises can enforce personalization by gathering the data of their visitors and creating buyers’ persona to know more about their preferences, age, buying nature, and many other things, to deliver a user-centric experience at every stage of buyers’ journey.

B2B companies and online retailers have already realized the importance of personalization as it helps them make product recommendations, send personal messages, discount offers, and many more. Check the benefits mentioned below-

1. Personalized CTA= Increased Activity on Site

 

CTAs or call-to-actions are one of the finest and interactive ways to entice your visitors and let them take action on your site

CTAs or call-to-actions are one of the finest and interactive ways to entice your visitors and let them take action on your site. A catchy and carefully crafted CTA can encourage your website visitors to take a free trial, read an article on the site, take the survey, and even watch a demo they may otherwise have been least interested in. 

4 computers interconnected Shopping sites like Myntra and Jabong use soft CTAs through both the products catalog and also the information is displayed alongside engaging visuals.

This prevents people from leaving the site and instead re-engages them with the platform to improve their probability of purchase.

As per research by HubSpot, personalizing CTAs can boost website performance up to 202% better than generic CTAs.

 

2. More Relevant Content Recommendations

Irrelevant content recommendations on the website can leave any visitor disgruntled and ultimately cause them to leave the website. This can be avoided when visitors are fed with the content, products, or services that interest them and are fresh, concise, and relevant.

This will not only cease them from leaving the website but also reduce the bounce rate or exit rate. A simple way to enhance users’ loyalty and ultimately see an improvement in retention rate.

Google, out and away, is the most apposite example here. The search engine produces accurate data as per users’ browsing history, takes note of their behavior, and uniformly shows content that matches their preferences and priorities.

3. Better Qualified Leads

 

Leads that are properly taken care of, categorized, and shown relevant content, are more likely to enter your sales funnel

Leads that are properly taken care of, categorized, and shown relevant content, are more likely to enter your sales funnel. There is a higher chance of them buying or subscribing to your products or services than new visitors on your website.

For example, to channelize large enterprise clients speak to its sales representatives, Vyond, a SaaS DIY video maker, compels these enterprise visitors to contact them for custom enterprise pricing by mentioning it clearly on their pricing page alongside personal, business, and professional plans- which visitors can directly buy through its website.

4. Increased User Engagement on the Website

Personalization workflow shownGive your visitors what they demand and you will see them sticking around on your website for a longer time. The noteworthy examples of these are YouTube and Netflix where engagement can be measured through the higher watch time. Users are provided personalized OR recommended content options or like Amazon.com which shows multiple product recommendations under “you may also like section”.

5. Increased Conversions

 B2B companies who have been practicing this approach have seen a significant rise in sign-ups, lead generation, and general conversion

Incorporating web personalization helps businesses enhance their online sales and conversion rates provided they nurture their leads with quality content. B2B companies who have been practicing this approach have seen a significant rise in sign-ups, lead generation, and general conversion.

Integrating web personalization gives enterprises qualified leads in addition to serving up what it's buyers want. 

Taking Forward Web Personalization With Drupal

The significant drop in the face to face interactions makes it apparent that digital experiences have already filled that void and have become the expectation rather than the exception.

The advancement in technology has also revamped the way the content should be personalized

However, it’s on enterprises and businesses to improve and evolve the digital experience of every visitor having unique characteristics and browsing behavior- ultimately putting an impact on their engagement metrics and conversion rates.

The advancement in technology has also revamped the way the content should be personalized. For Drupal users, Acquia Lift has been playing a constructive role in eradicating the notion, one-size-fits-all and thereby enabling marketers to speak directly to individuals for addressing their unique needs. 

Acquia Lift is a marketing solution that enables you to fragment audiences based on their age, interest, and search history, to deliver them personalized and unique experiences across any channel or device.

Optimized for Drupal, it allows enterprises to utilize customer data and customize content distribution to cater to their target audience’s specific wants and needs.

Similarly, the Smart Content module built for Drupal 8 can be incorporated easily within any data source to facilitate enterprises in delivering segmented content via Drupal admin, as per industry, buyer stage, location or other crucial segments.

It ensures the personalization of any anonymous websites in real-time. Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users. 

In addition to this, Acquia Mautic is a marketing automation tool that enables organizations in multi-channel communications at scale- irrespective of the size of the organization, and at the same time customizes the experience for individual contacts; thereby saving time, eradicating errors and improving efficiency by automating all such cumbersome and repetitive tasks.

It’s modern and highly flexible design provides the team members the freedom to move quickly & adapt easily to changing business needs. And since this is also open, it can be easily customized for each user’s specific needs.

Brands can automate, personalize, and assess the entire customer lifecycle from an open platform and integrate customer experience tools seamlessly

Users, as a result, will witness innovation at a faster pace, increased agility and flexibility, and better integrations. It will also facilitate brands to automate, personalize, and assess the entire customer lifecycle from an open platform that is scalable and hence can seamlessly integrate with the latest, and most groundbreaking customer experience tools.

Features of Acquia Mautic-

1. Multi-channel campaigns

Comprises of an intuitive visual builder that makes it easier to integrate automated campaigns. You can also send emails, text and web messages.

2. Website tracking

It can prove an effective way of knowing your visitors and accordingly creating their buyers’ persona to deliver personalized experiences.

3. Email marketing

Comprises of creative and flexible templates to help marketers deliver and optimize effective emails.

4. Landing pages

Facilitates you to customize individual landing pages in the way you want-tweak content, change design layout, or whatever you like.

5. Dynamic content

Leverage buyers’ persona to deliver a real-time personalized experience on your website and in your emails through relevant and high-quality content to individuals in your audience.

6. Integrations

Native plugins, integrations, and open APIs enable you to connect Mautic to all of your business-critical technology solutions.

 

Watch this video to further understand about personalization via Acquia Lift-

Modules To Enable Personalization on Your Drupal-powered Website

Drupal modules simplify the task of marketing teams in boosting the level of personalization on their websites. Check how-

1. Engagement 

Engagement module enables enterprises to attach engagement scores based on the various interactions with website visitors; primarily via rules module or API calls. 

Once this module is enabled, each RedHen Contact in the system is given an auto-calculated engagement score field, whose value is 0 by default until you create some type of engagement scores through the configuration interface and attach cases or examples of those scores to contacts in some way.

This way, you will be able to re-assess the value of a particular type of interaction by changing the score at a future date, and all the past interactions would reflect the new value.

2. Personalization

It adds highly configurable implicit and explicit personalization to Drupal websites based on geolocation and taxonomies

Various males and females shown next to each other                                        Source: Econsultancy

Though designed for larger content-heavy websites but works effectively for any, this personalization module adds highly configurable implicit and explicit personalization to Drupal websites based on geolocation and taxonomies.

This implies that you can deliver relevant content to your visitors that are aligned as per their interests based on their location and behavior on your site, which further can help you in building buyers’ persona of them. Besides, it comes with a “suggested content” block and numbered listing to indicate developers call the functions of the modules directly to retrieve users suggested content and personalize their experiences.

3. Acquia Content Hub

It is a cloud-based, centralized content distribution and syndication solution that compels customers to publish, reuse, and consolidate content across a network of Drupal websites.

Note about Acquia Lift Support-

Acquia Lift currently extends support to Content Hub 1.x for content personalization. If you wish to do content personalization with Lift, download and install Content Hub 1.x. If you only want to do content syndication, it’s recommended to install 2.x. In case you intend to both content syndication and personalization, use 1.x.

4. Shareaholic
Provides enterprises an easy-to-use dashboard to attract new users, grow traffic, commercialize their content, gain values and insights, and monetize their traffic

All-inclusive content development and monetization platform, Shareaholic encompasses related content recommendations, promoted content, social sharing, following, site monetization apps such as affiliate linking, and social analytics. This module makes it a no-brainer for any website- big or small, to attract new users and grow their traffic, commercialize their content, gain values and insights, and monetize their traffic, through a powerful but easy-to-use dashboard.

This module is actively developed by GitHub and maintained and supported by Shareaholic.

5. Contextly 

Contextly aids publishers in keeping readers busy with reading and by suggesting interesting content recommendation widgets at the end of posts and in sidebars. 

It also provides an elegant way to 

  • Add links to the body of stories’
  • Choose related posts without links
  • Add sidebars into the body of posts.

The service which doesn’t tax your database has a free tier for personal bloggers and paid tiers with extra features, including in-house ads, for publishers of all sizes.

Features of the module-

  1. Provides support to all Contextly features, encompassing sidebars, widgets with related links, easy UI to add links to the post without any hassle.
  2. Sidebars are added into the Drupal text formats system
  3. Configurable position of the Contextly widget on the node page
  4. Few selectable Contextly-enabled node types and taxonomy reference fields are sent to the service.

 

6. Setka Editor 

 

Setka module ensures quick integration with the Setka Editor that facilitates users to create an easy-to-understand editorial design tool 

Setka module ensures quick integration with the Setka Editor that facilitates users to create an easy-to-understand editorial design tool for creating beautiful layouts that attract, engage, and convert. 

This installation process lets Drupal replace text area fields with Setka’s page builder, to further ease and accelerate the designing of editorial content.

 

Now you can also design highly-impactful layouts and deliver great content experiences with Setka Editor and it’s features-

  • Grids

Re-structure your content in a refined way to improve its readability and gain control over every element on your page in just a few seconds with this grids system.

  • Interactive design

Show some level of creativity in your designs that obligates users to spend more time on the content and the website. Add animation, anchors or full-width and background images to your layouts on the fly to make your post more engaging.

  • Alignment and indents

A couple of clicks and your content’s horizontal and vertical alignment & indents is fixed.

  • 100% customizable inline icons library

You can easily upload, edit colors, and adjust your icon library with ease. The icons, when brought in use, automatically adjust to font sizing.

  • Post styles

You can specify your post stylings in Setka’s Style Manager. Pick your text formats and fonts, choose the colors and go creating dividers. You can create as many post styles you like - your rest of the site’s look will remain intact.

  • Reusable templates and design elements

Create & save post templates to reuse these design elements as “snippets” with just one tap.

  • More freedom with typography

There are hundreds of Google fonts to choose from and connect to your Adobe TypeKit or simply upload your custom fonts. 

  • Seamless production process

Setka Editor ensures easy designs. That’s why it has made its tool work seamlessly within your editorial, technical, and content building processes. It ensures a hassle-free experience by providing features like- True WYSIWYG, Mobile-friendliness, Team collaboration and rights management, Extra customization through code, and SEO best practices.

Summing up

As per a report by eConsultancy, there are only 32% of members who witnessed that their current CMS is capable of driving personalization, which implies that there are still plenty of companies who are struggling to incorporate personalization in their customers’ journey and are unable to decide on technologies to be used for effectively carrying out this process.

There are also 63% of people who are already irked by the way brands continue to rely on passe’ techniques of exploding them with generic messages repeatedly. 

Simply put, businesses should now adopt new, improved technologies to personalize websites not only to increase leads and conversion but also to content website visitors and earn their loyalty by giving what they want.

Topics: Drupal, Personalization, User Experience and User Interface

5 Enterprise Customer Experience Challenges & How To Solve Them

Posted by Rodney on Nov 28, 2019 12:43:05 PM

Today, in an ever-competitive online landscape, customer experience is the core concern for outperforming your rivals — but it’s particularly significant for enterprise businesses. Companies that grow sufficiently to reach the enterprise level have already nailed the fundamentals of their operations: their price points, value propositions, and promotional copy. They need to do more.

Of course, the larger your business becomes, the harder it gets to achieve lofty customer experience ambitions. Let’s take a look at 5 customer experience challenges that are common at the enterprise level, and set out how to overcome them:

Getting Departments Working Together

The typical startup will have essentially one department accounting for various tasks. Marketing, customer service, supply, HR.. it’ll all be handled by the same core group of people. At the enterprise level, each area will most likely have its own distinct department, which massively helps with efficiency and quality but causes some issues when it comes to providing a cohesive experience (cohesion is big for CX — people like internal consistency).

 

The solution: get your applications running together using a system like APPSeCONNECT. Widespread integrations make it possible to continue working with disparate solutions while ensuring that information can be shared very easily, helping to handle high-value customer requests and achieve broad consistency.

Dealing With Support Requests

Handling support requests when you run a small business isn’t too bad: you can generally take your time, knowing that you have enough slack in your schedule to accommodate, and find a great solution. It’s different at enterprise level. The typical enterprise business gets far more support requests than it can handle internally, leading to messages going unanswered and clients becoming frustrated.

 

The solution: combine a well-programmed live chat chatbot with a small set of competent support assistants. The chatbot can handle most basic queries very efficiently, and anything that requires escalation can go to a human. This allows you to maintain a 24-hour business presence without spending too much (you can use virtual assistants to save money).

Reaching Customers Across Multiple Channels

Given the various technological wonders available to them, shoppers like to have options: they like to be able to buy wherever they are and no matter what devices they’re using. For instance, if someone wants to order through a Facebook chat, for instance, they should be able to. While most companies have learned that it’s vital to be mobile-responsive, plenty still don’t know how to approach multichannel selling.

The solution: invest in an eCommerce platform with multichannel (or even omnichannel) capability. Provided you choose sensibly, it won’t take prohibitively long to get the required integrations set up, and everything after that should be reasonably simple.

Justifying Substantial Investment

Customer experience doesn’t automatically sound like something that deserves investment. Sales sounds more essential, because people can see the clear value in those. Running a business at the enterprise level often means trying to keep various leading figures happy, and if the person handling the investment doesn’t really understand what CX is all about, they’ll be unlikely to approve a substantial budget for it.

 

The solution: patiently explain to anyone who needs to hear it that great customer experience has a massive ROI (use analytics to bolster the case) The more you polish your site, the more visitors will go on to convert and become loyal customers — loyal customers who’ll spend more and bring in valuable referrals.

Meeting Varying Needs and Expectations

Different customers have different preferences, obviously. Some people like to receive a lot of marketing materials, while others prefer to be left alone and seek out products or services when they need them. Some like upselling and cross-selling options, while others get annoyed by such efforts and feel unfairly pressured. This is so much worse at the enterprise level — and you have to make an attempt to keep everyone happy.

 

The solution: use personalization tools to track customer preferences and deploy materials, features and options only when appropriate. If you make it so that someone can simply tick a box to say that they don’t want any product recommendations, for instance, you’ll allow your customers to customize their own experiences.

Each of these CX challenges can be quite frustrating at the enterprise level, but every one of them can be solved through the smart use of software solutions. 

 

**This post is written by our guest author Rodney Laws. He's an Editor at Ecommerce Platforms. 

 

Interested to write for us? Drop a mail at guestpost@srijan.net.

Topics: Personalization, Chatbots, MarTech, User Experience and User Interface

Get Personal With Customers Through Account-Based Marketing (ABM)

Posted by Urvashi Melwani on Nov 21, 2019 3:47:15 PM

Gone are those days when traditional inbound marketing practices worked wonders. Today, the one-size-fits-all approach does not prove effective for companies trying to appeal to well-heeled clients and companies. 

Perhaps, this approach has served B2B marketers well for so long but now this digital era has taken over and led to the battle already where everyone is going head over heels to grow traffic and generate more leads. 

One inverted triangle and one normal with text written                                                            Source: Acquia

 

What is the solution then?

It is account-based marketing (ABM) indeed! An action-plan approved by both large and SMBs to help them aim at high-value accounts with customizing or rather personalizing campaigns and raising awareness.

The illusion of (some) control over what visitors are engaging with is powerful, and has a positive effect on visitor psyche. Perhaps, that why personalization works so well. 

Drupal 8’s API-first architecture makes integration easy to implement account-based marketing

This blog will give you deep insights on how Drupal and ABM can benefit enterprises in increasing customer engagement, and what all the tools are there for the same.

Benefits Of Account-based Marketing

Here are some of the ABM benefits listed-

1.  Clearer Path To ROI

 

Account-based marketing is accurate, focuses on personalized targeting, and is measurable too

Account-based marketing is accurate, focuses on personalized targeting, and is measurable too. Considered as appropriate in B2B marketing tactics and strategies for the highest ROI, it is the one that ensures less waste and so the risk.

This practice makes it easier to streamline sales and marketing for consistent marketing that grows accounts.

  1. Faster Sales Process

Due to the involvement of several stakeholders in making a final purchase decision, the whole process gets stretched. As a result, this slows down your typical sales and marketing process. However, ABM provides you the opportunity to nurture your primary decision maker particularly, along with all relevant potential customers, to facilitate and hasten the sales process.

  1. Efficient Use Of Marketing Resources

ABM redefines your marketing efforts on the major accounts to drive the most revenue

ABM redefines your marketing efforts on the major accounts to drive the most revenue. These initiatives let you optimize your most valuable resources: time and money. The integration of sales and marketing efforts can let you focus your marketing team directly with sales to target and produce content for key accounts and build a successful communication with sales.

  1. Right Targets to Get Right Leads

As per this report, there are almost more than 45% of the bad leads that are of no use to marketers even after additional cleaning,  and hence leads to wastage of resources, money, time, and effort.

ABM is a breakthrough marketing practice that helps in hitting on the right lead instead of low-profit or low-level clients 

ABM is a breakthrough marketing practice that helps in hitting on the right lead instead of low-profit or low-level clients that might give you only a small percentage of revenue. ABM has the unique ability to target the right accounts, i.e, large accounts that have the possibility of closing down soon; resulting in right leads and more revenue than those hundreds of the wrong leads combined!

Quick look on the basics of ABM. 

Getting Started With ABM? Tools You Can Consider

Getting rid of age-old marketing tools to embrace the ABM personalization tools, or simply finding a way to seamlessly integrate them into your workflow can be one of the best decisions you can make for better customer engagement.

With tools such as Engagio that help account-based marketers to initiate lead-based marketing strategies for reviewing performances, there are also tools like Terminus that emphasize personalized account targeting, engagement insights for the sales team & ROI tracking. 

Integrate is also one such useful tool that lets you combine and manage several lead generation platforms in one place and save your time and effort of moving back and forth from one platform to another. Uberflip is no less and focuses on delivering the right content to the right audience at the right time. It uses an AI component that acts as a recommendation engine for content delivery to enhance customer experiences. 

How Integrating ABM and Drupal Can Result In Increased Lead Generation, Retention, and New Market Growth?

In this era of “the customer is the king”, it has become extremely difficult for the companies to get noticed and break through the noise.

However, when Drupal 8’s API-first initiative is combined with ABM, enterprises get access to a whole new line of solutions to deal with the problems that have been surfacing for so long, such as relevant lead generation, retention of customers, and new market opportunities.

ABM requires sales & marketing teams to work closely together in pinpointing and selecting individual companies to target and treat each of these accounts as its very own market to see stronger results.

ABM and Drupal collectively understand that audience identification is the key to the personalization and unmatched experience

Drupal is an ultimate martech stack based on open-source and has been built in such a way that it integrates well with all other tools seamlessly. The use of API structure in Drupal allows the use of the latest javascript to create wonderful apps and deliver exceptional digital experiences in real-time.

ABM and Drupal collectively understand that audience identification is the key to the personalization and unmatched experience and therefore, ensures focus & flexibility to target only those accounts which are well-suited as per organizations’ competency. Ideally, Drupal manages content and the ABM platform ensures identification and recommendation.

Today with ABM, any company that has been using marketing automation technology and CRM software can automate much of the tedious work required for mining potential customer data and personalizing the marketing messages to meet the specific needs of the targeted accounts. In addition to this, an ABM strategy makes it smooth and efficient for enterprises to see how much of the money the company is spending on marketing is directly converting into closed sales and revenue or not.

Modules That Fuel Personalization Through ABM & Drupal Integration

Here are some Drupal modules and tools that support ABM for refined digital experiences-

1. Acquia Lift

Amalgamation of the potential of Lift and the capabilities of Drupal allows marketers to select the level of sophistication that fits their needs and budgets

Web Personalization is the key to successful customer experience. An effective personalization pulls and analyzes customer data, and accordingly suggest content to deliver the right experience to the right customers. For similar reasons, Acquia Lift provides the three-step approach, i.e., crawl, walk, and run approach for web personalization. 

Have a look at these three approaches-

Crawl personalizations can be started instantly from a content and data perspective. These are considered as low effort (means general, easily gathered data and personalization that can be ongoing), of varying impact, and with fast results.

Walk personalizations need additional content and more data collection for further defined segments. Considered as a medium to the high effort ( data that requires multiple visits and additional content creation), delivers results with moderate impact. 

Run personalizations demands more content, more personalization activities, and more data for further defining segments. They require high effort ( requiring data collection and integration from other systems, moderate to large-scale content generation, and more analysis and resources to build and implement rules) with high impact during an extended period.Multiple colored boxes with text insideSource: Acquia                                      

Doing it the right way, with the right technology, can only deliver results that will drive customer experience and your business forward. So, Acquia Lift when combined with powerful solutions, like Drupal, results in a powerful yet easy-to-use platform that augments real business results. Acquia Lift facilitates enterprises in understanding their customers and improving engagement with relevant content for unmatched contextual digital experiences.

The amalgamation of the potential of Lift and the capabilities of Drupal allows marketers to select the level of sophistication that fits their needs and budgets to build unified customer personas, based on data like device type, geolocation, and browser history. Following this, Lift delivers personalized content to relevant customer segments through drag and drop Drupal interface.

Acquia Lift offers following features-

1. Simple campaign creation

Marketers can easily create personalized campaigns in just three steps

2. No coding for testing and targeting

Fueling the creation and launch of personalization without any technical skills.

3. Well-defined personalization campaign types

Enterprises can set a/b tests, target personalizations to specific crowd or suggest content across a series of sessions to deliver the best possible experience.

4. Enhanced scheduling

Assists marketing teams aligning personalizations to events, promotions, sales, and press-related activities.

5. Multi-lingual personalization

Personalize in multiple languages by automatically localizing content as per the detected location.

6. Real-time operation and insights

Caters a dashboard from where activities can be reviewed in real-time for both optimizing and validating marketing investment.

  1. Smart Content Demandbase

The Smart Content Demandbase is a targeting and personalization platform to deliver a personalized experience to each visitor on the website in real-time

The Smart Content Demandbase is a targeting and personalization platform to deliver a personalized experience to each visitor on the website in real-time.

It gives enterprises insights on buyers’ persona and so the ability to optimize your ABM at scale.

With Demandbase, marketers can target website content to companies that fit pre-defined criteria based on attributes and metrics like industry, revenue, customer status, or products purchased. Following are its features-

A. Coordination among different channels

Creating and managing target account lists in the Demandbase ABM platform can be done via enabling the third-party system to ingest these lists. This way, they can be used in a coordinated fashion across virtually any channel (email, direct mail, content syndication, etc).

B. Monitor and fragment target account audiences

Audience lists can be easily managed by fragmenting the data brought into the Demandbase Platform through these integrations. This way, opportunities through CRM can be pulled in for increasing the ROI of ABM programs and at the same time use it for boosting account profiles with contact data and both online and offline engagement data, to provide a comprehensive framework of target accounts.

C. Innovation through collaboration

Collaboration with other hundreds of smart, innovative companies who are building capabilities to benefit ABM marketers will grow only in the coming times. The Demandbase ABM Ecosystem will facilitate clients to benefit from such innovations alongside future capabilities that Demandbase delivers.

D. Seamless data integration

In a world where martech stacks are overflowing, siloed data comes up as a huge challenge for every CMO in achieving the desired ROI. With the enablement of complementary solutions to pass data between systems, the Demandbase ABM Ecosystem can eliminate the risk of buying decisions and enable the marketer to get to value quickly.

  1. Smart Content Module

Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users

The Smart Content module builds for Drupal 8, can be easily integrated with any data source to facilitate enterprises deliver segmented content- via Drupal admin, as per industry, buyer stage, location or other crucial segments.

It is a toolset that enables the personalization of an anonymous website in real-time. Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users.

However, it has limited functionality on its own as it is designed to work in conjunction with other modules to boost the power of personalization.

Two of its components are-

1. Smart Content Blocks

Smart content block lets you insert a smart content block on any page to hide/show/swap content within that block, as per the conditions defined by a content administrator. These blocks can be added anywhere, and even in multiple regions on a single page.

2. Smart Content Segments 

You can create, save, and manage a set of conditions, knowns as segments with it. These blocks can use any segment(s) to display the corresponding content.

Smart content lets an API with available data be used as conditions to boost your personalization strategy and better leverage the tools you already have.

Final Words

Drupal and ABM take personalization to the next level collectively and also empower sales and marketing teams. The results obtained are - increase in customer engagement, relevant leads and prospects, enhanced customer retention, and hence sky-rocketing ROI. 

If your enterprise is looking for inculcating Drupal and ABM platforms, then you are in the right place! Srijan has helped its clientele in maximizing their ROI and it can help you too. Contact us now!

Topics: Drupal, Personalization, Planet Drupal, User Experience and User Interface

Integrating Marketing Automation With Drupal Can Drive Faster Response Time To Customers

Posted by Urvashi Melwani on Oct 25, 2019 2:16:24 PM

In this digitally altered scenario, where every millisecond is crucial for the marketing industry to deliver customer responsiveness and enhance productivity, enterprises should start leveraging the marketing automation system earnestly & in a full-fledged manner to take their game to the next level.

 

The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication

After all, marketing automation is an efficient marketing strategy that draws together your different content with demographic information of your customers, to help you convert these potential leads at the most feasible time. 

The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication. As a result, these software tools and technologies will make it easier to incorporate seamlessly with a Drupal-based website through custom modules.

Now, let’s take a deep look at this blog which provides insights on marketing automation, it’s benefits, and available Drupal modules to make the work of marketing teams easier manifolds-

Know What Is Marketing Automation

Marketing automation facilitates organizations to consolidate, streamline, and automate tasks with the help of modules and tools that were earlier bulky, repetitive, and consumed a large chunk of time, such as emails, social media, analyzing the audience, and pushing them the right content at the right time.

 

Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization

Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization

This way, marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization. These time and cost-saving effects keep increasing along with the growth of organizations in size and complexity.

Benefits of Marketing Automation


Various elements being pointed out by element in the centreThe benefits of implementing marketing automation tools are manifold for overall business as well as for marketing teams as well. Below is the list of benefits of marketing automation-

1. Reduce your staffing costs

Marketing automation tools let your team set up lead nurturing and marketing campaigns that can be automatically triggered based on certain defined criteria.

Within the few months of the setup of automated campaigns, your business can easily send thousands of personalized emails each day on autopilot.

2. Grow revenue

Once your company starts automating your cross-sells, up-sells, and customer follow-ups, you can observe an increase in your customer lifetime value. And when combined with better lead management and prioritization, it will possibly increase your sales activity too to boost your ROI.

3. Improves accountability of sales and marketing teams

Marketing automation ensures that the obstacles are identified well on-time with its tangible processes, and aerial view reporting of the company’s projects.

In case, the marketing team is unable to convert the identified leads into “sales-qualified leads”, it will get instant and impartial feedback for improving their nurturing campaigns.

This feedback mechanism not only reduces heated arguments but also lets staff members take the onus of their part and hence perform it more diligently.

4. Less repetition and more focus on creativity

 

When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks

When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks.

This clearly improves team members’ productivity & efficiency and simultaneously bestows them with the joy of enjoying creative work every day instead of performing mundane repetitive tasks. 

5. Refine your marketing processes

Enticing customers in this digital era is no more a cakewalk. If you want to engage customers with your services, then visualize their entire journey and work around making such worthy marketing strategies to gradually refine your leads targeting and nurturing process.

This whole journey will indicate to you about the leads that are falling off during the nurturing process, and hence, make refinements to those areas accordingly.

6. Target potential customers across various channels

 

Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels

Personalization has become a newfangled solution now to show customers that companies do take their interests in likes/ dislikes. Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels.

The services these tools offer range from multi-channel targeting, email, social, phone calls to text messages, and postcard targeting.

7. Schedule posts and campaigns ahead of time

Marketing automation tools give an edge to companies where they can easily schedule the different posts for different segments of their audience, based on the evaluation and insights gained on audience type.

Marketing teams can add variations in the content to send it to different sections of their audience, making it more personalized as per customers’ needs and interests.

8. Get reality check- what’s fruitful and what’s not

 

Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM

Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM. This level of detail enables you to create in-depth statistics reports, and hence, emphasize weak links for better results.

Implement Marketing Automation With These Drupal Modules


8 written inside Drupal logoHere is a complete list of the best Drupal marketing automation modules that you can incorporate in your website to reap its benefits-

1. Marketo MA

The Marketo MA module can help you incorporate the tracking capabilities of Marketo along with the ability to collect lead data during user registration and form submission.

Features include-

  1. Adds Munchkin tracking code to your webpages
  2. Collect lead data using Marketo’s Munchkin Javascript or API integrations.
  3. Ability to determine which user actions trigger lead capture
  4. Stipulate how user profile fields should align with Marketo fields

2. Marketo

Marketo is one of the prominent marketing automation modules in Drupal that offers consolidation of various Drupal components and the Marketo email marketing system.

It provides a framework by which Munchkin javascript can be embedded into your pages and an API as well for linking the tracking cookie and lead information. 

3. Eloqua

Eloqua is an automated marketing tool that streamlines all your stem-to-stern sales processes like, demand generation, revenue performance management, etc. 

It further boosts the sales processes by capturing a substantial amount of quality data of your customers’ sales leads and re-post the form submissions to the platform, provided you have an Eloqua subscription, to begin with.

4. Pardot

Well-known for its marketing and customer-relationship management tool, Pardot uses Pardot Analytics to collect details of your potential and current customers. For example, it can track whether a potential client was involved or discouraged by a particular price. Enterprises can also upload links and files to analyze if these particular sites are accessed or not, and so can create a list of links accordingly which customers can use to find other products that might interest them. 

Pardot offers a top-notch path based tracking system which can be leveraged throughout a Drupal-powered website.

Learn more about Pardot’s feature from here-

 

5. HubSpot

The HubSpot module integrates with HubSpot API and Webform to submit Webforms directly to HubSpot’s lead management system. HubSpot’s JavaScript tracking code can be directly embedded into your Drupal website.

HubSpot mentioned in a boxFor example, a Webform based contact form on the website can submit its data to HubSpot, where marketing teams may already track potential clients and contacts; or Webform-based e-newsletter signup could transmit the lead to HubSpot’s targeted marketing system, allowing you to use your formerly existing email campaigns.

6. Poptin

With Poptin, you can create amazing popups, options, and forms in no time. 

Poptin popup plugin tracks the behavior of website visitors and accordingly shows them the right content at the right time.

This, as a result, increases leads, gets customers to subscribe to a newsletter, increases their engagement and retains visitors that are just about to leave website using exit intent technology and many other triggers.

7. Mailchimp

This module provides collaboration with MailChimp, a well-known email delivery service. The module provides the following features-

  1. Allows website users or visitors to choose the email lists which they want to be in and out
  2. Lets marketing teams generate and send MailChimp email campaigns from the site
  3. Marketing team and users both can view a history of emails they have been sent from Mailchimp
  4. Ensures that the email delivery service is efficient, simple and precise


8. Personalize

Personalize module comes with an array of extendable plug-ins and APIs to tweak Drupal content for giving it a personalized touch. Two fundamentals of this module are-

  1. Personalizing content should be easy for anonymous users as it is for authenticated users
  2. Personalization should continue to work even when the pages are fully cached (including in varnish and CDNs).

9. Loopfuse Integration

No matter whether you are running SMBs or MNCs, you can integrate this module on your Drupal website with LoopFuse Oneview to automate marketing processes. It facilitates enterprises to automate web activity tracking, lead qualification and lead scoring activities. 

Know more about marketing automation from here:

 

10. Silver Pop Engage

Silver Pop Engage module caters to the sophisticated marketing automation product capabilities by integrating its Web Tracking API and XML API to allow tracking a user through various flows and levels of processes.

An anonymous user is allocated a distinctive cookie value as a result of which whenever they trigger any custom events, it gets stored in Silverpop’s Engage database. 

With the Engage Marketing Automation product, you can:

  1. Elevate the number of leads entering your pipeline and nurturing them until they are sales-ready
  2. Easily create multi-track drip campaigns driven by leads’ behavior
  3. Implement relevant communications and follow-ups constantly to keep your potential customers occupied
  4. Use several scoring models to score as per specified behavior and demographics.
  5. Establish a substantial marketing ROI by measuring the influence of campaigns.

11. Wildfire Email Marketing Platform

Wildfire is an email marketing system that incorporates completely into your website to allow the marketing team to send intuitive bulk emails to the subscribers in just a handful of clicks.

Any normal Drupal content can be put straight into an email hassle-free. The module also offers mail templates, list management, content management, and job tracking tools that are present in your Drupal website.

The marketing team has to just choose the stories that they want to include in their mail and rest WildFire takes care of. However, the prerequisite to use this module is to have an account with Wildfire HQ to perform a mail-out.

12. Automatr Marketing Automation

This is currently the only marketing automation tool and the first one as well that is specifically built for Drupal and other open-source platforms. It installs the basic integration code for Automatr on your Drupal website.

Below are the features it offers-

  1. Employs cookie and IP information to track every visitor on the website. It registers each page visit and download
  2. Keep a record of form submissions and tie them to the respective visitors so that you can analyze their actions.
  3. Showcases consolidated visitor history. 
  4. Powerful reporting
  5. Deploys SendGrid (highly efficient email distribution cloud) on the back end. And it is included in the cost.

13. Salesforce suite

This suite of modules supports integration with Salesforce by aligning Drupal entities such as users, nodes, files, with Salesforce objects such as contacts, organizations, and opportunities to perform more actions other than simply pushing or pulling information from Drupal to Salesforce or another way round.

Changes can also be made in real-time or independently during the scheduled runs.

Conclusion

To sum it up, marketing automation amalgamated with Drupal is the way ahead for businesses to design and deliver excellent experiences. It will facilitate enterprises in evaluating the levels of engagement which their site provides to the potential and existing customers. 

As consumers become more demanding and data growth breaks out, progressive companies will look forward to emerging technologies to lead in an era of intelligent and automated customer experience. 

However, the success of such content management and marketing automation solutions will depend on the ease of adoption and its ability to scale across millions of customers/ across locations while ensuring that errors and bugs are being fixed on a timely basis.

Topics: Drupal, Personalization, MarTech, User Experience and User Interface

Smart Content Personalization Modules for your Drupal 8 Website

Posted by Akshita Rawat on May 28, 2019 10:16:00 AM

As a marketer, you want to make sure that the content you create stays with them. But chances of standing out in the crowd are meagre.

Why?

Because

  • there's a lot of content out there on the web
  • you might not know what your visitor is looking for, so you are showing standard content
  • those of your competitors who do know the visitor needs and preferences have already started working on personalization
After all, personalized content does 212% better (Hubspot) than standard. Why should anyone miss it? 

While the value of personalization is clear, the task can be overwhelming to get started with. If your digital property is on Drupal, you can begin with some of the content personalization modules to yield higher ROIs.

But you must know the challenges before conquering them.

The Challenges with Content Personalization

Personalized messaging not only yields higher ROI but gets you more loyal customers. 45% of online users are more likely to shop on a website that shows personalized suggestions.

 

According to a 2017 research lack of resources (42 percent) and research data (23 percent) remain top challenges for marketers in implementing personalization.

Developing Content 

Content is the only component that's hyper-relevant to the concept. Catering a tailored experience means dynamic and coordinate messaging across multiple digital channels. The content cannot be isolated.

Having the right content strategy in place is crucial.  

Adding personalization to the mix, you’re dealing with the need for individualized content that fuels and satiates the psychological wants for different segments and personas.

personalization-srijan

In order to recommend that ebook on DevOps Consulting to a CTO, you need to have the basic content around.  

Gathering the Right Data  

While marketers realize that a data audit is important to understand the users, what remains a challenge is which data to refer to. For an effective implementation various pieces of customer data need to be brought together to assemble a complete view of the customer.

With a larger 'data lake' at work, identifying a single source of customer truth gets tougher.   

A Hubspot research found that targeted and personalized CTAs had a 42% higher view-to-submission rate than the ones that were the same for every user.


Well, it all can start off small with modules.

Content Personalization With Drupal

A big part of improving user experience comes down to validating the content on your website. Drupal already gives us structured content. Further, there is no restriction on which marketing tools you apply as the Drupal managed content can be turned into standardized data sharing formats with its API-first approach.

  1. Taxonomy: Taxonomy is the practice of classifying content. It is beneficial as it helps define the vocabulary for everything from menu and navigation schemes to view and display options.

    In Drupal 8, it is a core module which allows you to connect, relate and classify your website’s content. Taxonomy is important for personalization as it helps build associations between your personas and the personalized content you’ve created.

    It enable native or third-party personalization tools to identify and pick the right content to showcase to the right user. 

    This is most effective for making intelligent content recommendations content to the visitor. The vocabulary ensures your targeted persona is seeing all the content that's contextually relevant to their historical behaviour on your site.

  2. Smart Content Module: Moving a step beyond taxonomy, you would want to display targeted content that speaks directly to your prospect, to tip the conversion scales. The Smart Content module, can integrate with any data source to help you deliver segmented content based on industry, buyer stage, location or other crucial segments.
    Drupal_SmartContent_srijan
    The module is most effective in conjunction with Smart Content Blocks and Smart Content Segments.

    1. Smart Content Blocks allow you to insert a Smart Block on any page in order to hide/show/swap content within that block, based on the conditions set. They can be added anywhere that traditional content blocks can be placed.
    2. Smart Content Segments allow you to create, save and manage sets of conditions, called segments. Smart Blocks can use any segment(s) to display the corresponding content. For example, conditionally displaying a Smart Block if it's the user’s first time on the site or conditionally displaying a Smart Block to a mobile user.
  1. Acquia Lift: Providing a suite of tools for content personalization, Acquia Lift helps you create contextual digital experiences. It merges content and customer data into one tool, empowering organizations to deliver the most cohesive and personalized experiences across multiple channels and devices.

    Among its other features, Acquia Lift includes content syndication giving organizations the ability to use content from anywhere to personalize across any digital platform, including Drupal and non-Drupal sites.

    Image result for Acquia Lift logoIt has functionalities like drag-and-drop user interface for targeting messages, syndicating content, behavioural targeting, A/B testing, unifying customer profile, and combining anonymous and known online visitor profiles.

    With the ability to target audiences in real-time, marketers can scale their web personalization efforts in order to drive conversions and bottom-line results.

    This gives digital marketers more control over automation, testing and measurement of marketing activities.

Wrapping Up 

At the enterprise level, Drupal has personalization tools and features built right in. So you can show the most relevant message to each of your visitors.

And while setting up personalization can look daunting, Srijan is always at your service to realize your digital business goals. Our work with one leading US media conglomerate and Estee Lauder is a testimony of our customer service and expertise in Drupal. 

Looking to enhance your customer experience and drive more conversions? Speak to our team of experts to explore how to get started.

Topics: Drupal, Personalization, Planet Drupal

Understanding Content Personalization with Acquia Lift

Posted by Vaibhav Jain on Jan 30, 2019 3:16:00 PM

For enterprises today, there’s no escaping the pressing need for personalization - and not just content on website, but rather personalizing the whole experience. That means giving every single user - prospect or customer - what they want, sometimes even before they know they want it. However, while most businesses realize the need, they are at a loss when it comes to actually delivering personalized experiences.

The two major questions that enterprises are faced with:

  • What are various data points your should be tracking to even begin thinking about personalizing?
  • How do you deliver a personalized experience on the site?

For answers to the first question, you can take a look at “5 Key Technology Pre-Requisites to Deliver Advanced Personalization”.

Moving on to actually delivering a personalized experience on the site, there are a host of technology solutions that can enable that. But if you have an enterprise site build on Drupal, there’s nothing more suitable than Acquia Lift.

What is Acquia Lift?

Acquia Lift is a solution designed to bring in-context, personalized experiences to life. It’s a powerful blend of data collection, content distribution, and personalization that enables enterprise marketing teams to closely tailor the user experience on the site. And all this without excessive dependence on development or IT teams.

Some of the highlights of what makes the Acquia Lift-Drupal combination powerful are:

content personalization with Acquia Lift - features

How Does Acquia Lift Deliver Personalization?

Acquia Lift gives enterprises three key elements to drive their personalization:

Profile Manager

This helps build a holistic 360 degree profile of your users, right from when they are anonymous visitors on the site to the the stage where they are repeat customers. It collects user demographic data, historical behaviour data, and real-time interactions so you can get a complete understanding of who your users are, what they want, and then work on how best to deliver that.

A lot of this data is collected as users engage with different content pieces. The tags on each type of content are leveraged by Lift to assign an increasing number of attributes to each user. The Profile Manager can then help marketing teams segment users on the basis of these attributes, and create target groups for their personalized experiences.

Content Hub

The Content Hub is a cloud-based, secure content syndication, discovery and distribution tool. Any piece of content created within the enterprise can be aggregated and stored here, and then searched and accessed across the enterprise. Faceted search and automatic updates give visibility into the entire gamut of content being created within the enterprise - in different departments, across websites, and on different platforms.

This content is stored in a normalized format, making it ready to be pushed out to any channel, where it can be presented in the most effective manner.

Experience Builder

This is the heart of Acquia Lift - the element that allows you to actually build out a personalized experience from scratch. The Experience Builder is a completely drag-and-drop tool, that lets you customize segments of your website to showcase different content to different target segments, based on data pulled from the Profile Manager.

Enterprise marketing teams can set up rules that define what content should be shown to which segment of site visitors. They can also perform A/B tests to accurately determine what type of content drives more conversions for which user segments. And all of this can be done with simple overlays atop the existing website segments, without impacting the base site, and without depending on IT teams for implementation.

Why Acquia Lift is the best bet for Drupal sites

Tools like Qubit, Raptor Smart Advisor, Convertize, REES46, and ZenClerk all offer personalization solutions in varying degrees. However, if your enterprise site is built on Drupal, Acquia Lift should be your only personalization tool of choice. Because the degree of integration and flexibility that your marketing teams will derive from using Lift is simply unparalleled. Acquia Lift and Drupal belong to the same technology universe, and so the entire process, from deploying the Lift solution to setting up personalizations, is extremely quick and effective.

Acquia Lift is a powerful tool designed to work with all major content management systems. But for personalization on a Drupal site, it’s a must-have.

Looking for a personalization tool for your Drupal site? Srijan teams have in-depth expertise in working with Acquia solutions, and can assist with deploying Acquia Lift for your enterprise.

Just drop us a line, and our Acquia experts will be in touch.

Topics: Drupal, Personalization

5 key technology pre-requisites to deliver advanced personalization

Posted by Gaurav Mishra on Jan 15, 2019 4:34:00 PM

According to a survey by Evergage and Researchscape International, 96% marketers surveyed agreed that personalization helps advance customer relations. However, 55% also feel that businesses are currently not getting personalization right.

What's getting in the way?

Challenges with overall technology and data handling are two of the top five challenges enterprises face, when it comes to delivering effective personalization, as per a 2017 study by Sailthru.

So we decided to take a look at five key technological aspects to consider, when it comes to delivering advanced personalization.

Data Structuring

Effective personalization depends on the right data, and structuring it in a manner that can serve personalization requests.

The existing content on your site, or on any of your digital channels, has to be broken down and saved at a granular level. Each concise content snippet/granule should correspond to a particular personalization parameter. This is primarily because personalization for each individual is a unique combination of different parameters, and without granular content you won’t be able to serve the right mix of content that they want.

Data Storage and Retrieval

With a huge amount of data to be parsed and processed, how fast can you deliver a personalized experience to the user? You might have created the most carefully curated experience for you customers, but it never reaches them if your systems, especially frontend rendering of the data, is not fast enough.

Given these challenges, businesses need to build technology competencies around enterprise search engines like Elasticsearch and Solr. These will be critical in terms of making high-performance digital applications with quick response times. These search engines work well with large volumes of text and can quickly pull all necessary data required for personalization from the server side, while keeping the client side extremely lightweight.

Setting Up Personalization

The core tenet for personalization is “giving your user their next step, based on their previous steps”. While that sounds simple enough, how a personalization workflow is created could range from simple and straightforward, to quite complex. Essentially, there are two ways to set up a personalized experience for any user:

Rules based

This is a simple “if this - then that” logic applied to user actions in order to create personalization workflows. The rules are explicitly stated, and is simple to execute for your systems. Rules-based personalization is an ideal first step for businesses. It can be based on the major user-behavior parameters like location, age, previous pages visited on the site etc.

However, the challenge with this approach is that you have to manually cover every single personalization scenario possible. When you are just starting off with personalization, and probably have access to only a limited number of data points, mapping out all personalization opportunities is not a huge task. But as your user base scales, and the amount of data increases, rules-based personalization will begin to fall behind your requirements.

AI Based

This is where complex machine learning (ML) models come into play, parsing through volumes of collected heuristic data to find relevant user patterns and connections. Text and image classification, neural networks, and natural language processing combine to create highly contextual and personalized experiences. These models continuously learn, and hence can modify the personalization as user behaviors change.

However, the hurdle that most enterprises face with AI-based personalization is the lack of adequate and accurate training data for the machine learning models.

Tagging

Adding the right tags against users and content pieces is a way to make them easily identifiable, and hence incorporated into the correct personalization workflow.

Content Tagging

One of the simplest, and also most comprehensive methods to prepare your existing content for personalization. Each piece of content, when tagged correctly with all the relevant parameters, gets served across the right personalization workflows. The objective with tagging is to let your systems know which content pieces can be served for which particular personalization parameters.

Progressive Tagging

Businesses should also progressively tag users to create a comprehensive profile. Every time a user visits your site, and performs certain actions, it gives you an opportunity to gain more insights into their behavior. So elements like the content filters they apply, the number times they visit a certain page, the amount of time they spend on a particular section of a page, could all lead to effective tags for their profile.

Conversational Interfaces

Chatbots are one of the most widely adopted methods to deliver personalized experiences today. But a key question to answer before diving into development is the kind of chatbot you wish to create. The choice is between restrictive and language-based chatbots.

Restrictive Chatbots

A simple conversation interface is where you type in a query and receive an answer but the interaction is restrictive in terms of what you can ask the bot. In this case, complete interaction trees are defined for the chatbot, and the user cannot deviate from that. These chatbots get the job done efficiently, and are focused on task completion.

Language-based Chatbots

These interfaces are powered by Natural Language Processing, and hence can handle a wide range of conversational diversity. The responses are determined by the bots’ understanding of the users’ question and context, rather than a pre-defined interaction tree. So you don’t have to manually define every conversation scenario for the chatbot to effectively assist your customers.

With the amount of data enterprises collect today, they can power tremendous growth, but only if they hone their ability to deliver valuable personalized experiences. And while I have illustrated a few points on here on how enterprises can approach this, our recent ebook takes a more detailed look at how exactly these five technology aspects work to enable effective personalization.

How about you take a look?

Personalization pre-requisites - ebook

Topics: Personalization, Machine Learning & AI

Drupal website personalization with SharpSpring

Posted by Panshul khurana on Nov 8, 2016 1:23:00 PM

What is Personalization ?

When you go to a cafe and order coffee, the barista asks you how you want it. Your answer depends upon the choices made available to you. Based on your preferences/likes/dislikes, the barista makes the coffee.

If you are a regular visitor, and have interacted with the barista several times, then they might not even need to ask what you like. They would know what you want, the moment you walk through the door.

Website personalization is very similar to your choice of coffee. Basically, it's content displayed to you on a website, based upon your characteristics and user profile. In other words, it’s tailor-made to your preferences.

Why do we need personalization ?

Why do we need personalization ?

Website personalization is the key to effective content marketing. It’s an important implementation for websites, that allows them to customize and display different content to different users, based upon their behaviour on the site. It is one of the best tools to determine what a user is interested in, and according to the data collected, make improvements in the UI or the content available on the site. Most marketers agree that content marketing makes up an important piece of their advertising strategy.

How can we achieve website personalization in Drupal ?

There are several tools and modules available to achieve content personalization on a website:

  • Personalization: Provides configuration to add implicit and explicit personalization to Drupal websites based upon geo-location and taxonomies.
  • SharpSpring and SharpSpring Personalize: These modules can be used to add SharpSpring tracking to website pages. They can also personalize content on the website using data returned from SharpSpring on page-visits, or information about the user/lead visiting the page.
  • Acquia Lift: An Acquia solution that unifies content and customer data from multiple sources to deliver data-driven, personalized experiences across any channel or device.

With the introduction of BigPipe caching, content personalization for Drupal site also got a whole lot faster.

In this blog, let's focus on the SharpSpring module to achieve content personalization of a single block. Our purpose is to display personalized content to different users/leads according to their profile present on SharpSpring.

What is SharpSpring ?


SharpSpring is a marketing automation platform that combines site analytics and lead generation in one Platform as a Service. It tracks user activities on website and provides relevant data to the admin.  This allows them to create more powerful automation rules, that can send dynamic content to the lead, and target leads based upon their interests.

Workflow of the implementation

Workflow of the implementation

  • The flow starts with an email that is sent from SharpSpring web portal to the targeted lead, with the URL of the website whose personalized content is to be displayed. Here we are making an assumption that the lead data is present on SharpSpring web portal.
  • The lead receives an email and clicks on the URL present in the mail. They are then redirected to the Drupal website.
  • As soon as the lead clicks on the URL, the SharpSpring module installed on the Drupal portal makes an API call back to the SharpSpring portal. This API is responsible for fetching lead details from SharpSpring. The amount of data that is returned depends upon the data present in SharpSpring.
  • SharpSpring then recognizes the person who clicked on the link as a lead (if the profile is created on SharpSpring) and returns all the data present on the portal related to that lead in a form of a JSON object as shown below :                                                                                                                                                                  SharpSprin
  • In our Drupal portal, we are then capturing lead details in the form of a cookie, and reading the data from the cookie.

Also, we have our content tagged with a taxonomy term. In our case, let’s take an example of the taxonomy term “Job Title”. In this case the title that will be captured is “Intern”. Now, only the content on the site tagged with the term 'intern' will be displayed to the lead, here named as “Panshul Khurana”. In case for a different lead where Title is “Developer”, only the content tagged with the term “Developer” will be displayed to that specific lead.

Hence, according to the lead details captured from the SharpSpring portal, the content on the site is being personalized for that specific lead.


Pre-Requisites in the current implementation

  • Lead must have a profile in SharpSpring
  • Lead must click the promotional link at least once to trigger content personalization

There can be multiple ways to achieve website personalization. The idea is to automate the system or develop a system which is not dependent on a third party tool and have a system that captures user details and displays the personalized content at any level, be it block level, content level, or even a UI based personalization.

After all, it is all about providing a customer his favourite coffee, brewed exactly how he likes it. ;)

And if you have already implemented some basic website/content personalization, we have a few forecasts that you might find useful.

Topics: Drupal, Personalization

BigPipe: Solving caching issues for content personalization

Posted by Nilanjana on Jun 27, 2016 2:26:00 PM

Caching is an important aspect when it comes to improving site load times and capturing data on user behaviour. It also becomes a big technical roadblock if you’re not rendering dynamic content with a JS framework. This is usually not a part of the technical stack unless specifically architected at the start. Most of the web applications rely on server side frameworks/languages to render the page and serve HTML page on the frontend with basic JS interactions.


The Problem

If you’ve been working on a building personalization engine and have a site with huge traffic which needs Akamai or similar service to serve content, you’d understand the limitations imposed by these systems.

When you set the context of the content to be personalized via taxonomy, the application needs to send back the information to a personalization engine in terms of the browsing behaviour, or purchasing behaviour. If you’re looking for personalization in real-time, such scenarios become more pertinent to your situation. Additionally, if you have caching like Varnish or reverse proxies like Cloudflare or Akamai implemented on your site, purging data and rendering the content becomes very expensive for the application.

The Solution

Unfortunately, the only way to tackle this is to make some major architectural changes in your application. If you’re using Drupal, upgrading the application to Drupal 8.1, which has a built-in Facebook Bigpipe feature, can be a major boost to the application. With Bigpipe caching, major components of your web page are rendered 8 times faster than normal. That’s a huge improvement! There’s a reason people call it Facebook’s secret weapon.

Bigpipe integration with Drupal is relatively new and I am still to see some implementations to confidently say it can work out of box. You might want to look at more custom implementations with JS libraries. Hypernova is one such example, which is developed by AirBNB. Check out Hypernova on github and I am sure you can find tons of them which will fit with your tech stack or your choice of technology framework.

And don’t assume that your developers (or agencies) would’ve taken this into account. To be able to use the Bigpipe advantage, each entity needs to be defined with cache tags, cache contexts and cache max-age, to define in what scenarios you’d want the personalization to kick in. Wim Leers from Acquia gives a pretty detailed webinar on how you can achieve this with Drupal. 

Here at Srijan, we are in the midst of implementing one such personalization project. Stay tuned as I’ll soon update this post with our learnings from this project.

Till then, you can check out our introductory blog on Bigpipe caching in Drupal. You can also check out another helpful blog by our friends at Acro Media, which gives a pretty easy to understand explanation on what Big pipe is

Topics: Drupal, Personalization

B2B content personalization: What’s the future?

Posted by Nilanjana on Jun 21, 2016 3:17:00 PM

Content personalization is all the rage and it looks like a trend that’s actually working quite well. Kissmetrics recently published a post based on the study done by Seismic and DemandMetric. They did a very comprehensive study on B2B marketing organizations’ experience with content personalization. The results are very promising, with 80% of the B2B marketers stating that personalized content has proved  to be much more effective than non-personalized content. 

If we take a look at the larger data set of ‘all marketers’,  only 55% of them are  leveraging content personalization, and that too since just the past two years or less. So the market is in its very early stages and still learning. However, with the rise of cross-channel content consumption, the stage is set for some innovative startups in this field. Marketers see targeting and personalization as their most important priority, as per  Adobe’s  2015 Digital Roadblock Survey. 

So, here are a few prominent trends that we are expecting in the field of content personalization:

Greater investment

Given that this is an emerging market, you’ve got to ask how large the spend would be in this space? Gartner, in its 2015–2016 study on spending, claimed marketing technology spending to surpass advertising. (Here’s a good summary). While I doubt this would be the case in B2C organizations, it is totally possible in the B2B environment. The spend is projected  to be around 43 billion dollars, and that’s surely a huge pie to go after. 

Better compatibility with your CMS

Marketing automation revolulized marketing industry in the early years of this decade. However, automated tailored email messages is the core offering in almost all the well known marketing automation platforms (Marketo, Eloqua, Pardot etc.). They bundle functionalities like personalization and A/B testing as additional, but not core offerings. These functions also do not get seamlessly coupled with you CMS (website), and that is an aspect that needs lot of work.

More complex personalization

While B2C personalization is largely focused on browsing behavior and content recommendations based on your purchasing behaviour, the B2B personalization ought to be much more complex in nature. CRM would host a bigger dataset, (than personalization or marketing automation engine) which can be used to provide a greater level of personalized user experience, that goes beyond mere content recommendations. Engagement with the content and presenting the right information would get more focus than transaction, since B2B is more than just  presenting the right product with the CTA placed at the right position.

There are a few players who have been going strong in this space. Demandbase has been focussing on this sector for long and leading the account based marketing category (I am sure they invented this category). With the recent acquisition of Spiderbook they seem to be on the forefront in this B2B marketing domain.

We need more players to fuel the innovation engine. Companies like Target and Amazon in the B2C industry proved that investing in understanding your consumers can lead to huge benefits. Now is the time when we see similar efforts being made in the B2B space.

Topics: Personalization

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