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Digital has Moved from a Marketing Discipline to the Core of the Business

Just four years ago, it was commonplace for digital to be owned by the CMO. Many a CEO viewed digital as simply a marketing discipline. However, now in 2014, digital is fast becoming the crux of many business growth strategies - not just agile start-ups, but global enterprises. Being ‘digital-first’ is one of the best ways to meet and exceed customers’ growing expectations. Customers want to be able to connect with businesses in whatever way they choose; whether at home, at work or on the go and they want to do it on their own terms. As customers, we want information in one go and we don’t... More

Life Science Professionals: Don’t Give Up on Social Media

It's one report I never thought I'd see in my morning life sciences feed: The Colbert Report. But there it was: Stephen Colbert riffing, hilariously, on recent FDA guidance on the use of social media, specifically Twitter, by pharmaceutical companies. One Colbert recommendation: use emojis to represent known risks for any drugs mentioned in tweets. Funny. The comic potential must have been obvious to Colbert's writers: tweeting 140 characters does seems incompatible with the extensive... More

10 Reasons Enterprise Marketers Choose Drupal

Cross-posted with permission from Mediacurrent As marketers, you understand the importance of having a system that promotes ease and efficiency when it comes to implementing marketing processes. You want to create content once and use it over and over in different ways to create contextual user experiences. Drupal provides you with a variety of powerful, integrated tools to not only help... More

Keeping Pace with DigitalDisruption.com

Here are some of the past week's highlights from DigitalDisruption.com, Acquia's portal for examining the impact of digital disruption. Google Glass at Harvard Medical - Video In this hour plus video you will hear honest experiences and opinions by Dr. Karandeep Singh, Nephrology Fellow at Brigham and Women's Hospital / Massachusetts General Hospital, Software Developer, Informatician and ... More

How Blake Lively Almost Got Content for Commerce Right. Almost.

When I first heard Blake Lively was launching a lifestyle/ content/ commerce website, I’ll be honest, I was excited. I was a pretty big Gossip Girl fan back in the day, and I’ve always admired her cool, eclectic sense of style. According to Vogue, the site is “part digital monthly magazine, part e-commerce venture, part video blog, the site will seek out and celebrate people all over America who are making things—food, clothes, pillows, dishes, dining-room tables—with their hands.” Not... More

The business behind Open Source

A few days ago, I sat down with Quentin Hardy of The New York Times to talk Open Source. We spoke mostly about the Drupal ecosystem and how Acquia makes money. As someone who spent almost his entire career in Open Source, I'm a firm believer in the fact that you can build a high-growth, high-margin business and help the community flourish. It's not an either-or proposition, and Acquia and Drupal are proof of... More

Deliver digital faster with Drupal – Part 2

In Deliver digital faster with Drupal Part 1, I showed you some of the many examples of successful sites built rapidly thanks to Drupal’s modularity. To stay ahead of your competition, you need to be nimble and agile; Drupal helps you do this with reusable, transferable digital experiences that can be customised to suit various niches even within a single business enterprise. All, of course, without paying additional license fees or mandated limits on developers, environments, or copies. Faster, less risky ... and cheaper! Keep... More

The Open Source Value Proposition

Every so often, advocates and vendors of proprietary/closed source software attempt a FUD (Fear, Uncertainty & Doubt) campaign of comment and link-baiting in order to reframe the conversation around Open Source. The arguments brought up in these discussions are predictable and generally straw man arguments that hold little water, so I wanted to take time to break these down and show the real value proposition of Open Source platforms, web content management systems generally, and Drupal specifically. Free From Costs, Free From Constraints: In order to have a cogent discussion about Open... More

How To Drive Conversions with Acquia Lift

Imagine talking to each of your site visitor personally to discover what they really want and what they are trying to accomplish on your site. At scale, that’s just not possible and would drive you a little bananas if it was. The next best thing is a personalized digital experience that resonates with every site visitor. Acquia Lift does that. It enables marketing teams to increase revenue and gather new leads by instantly generating the kind of relevant content that customers crave. Acquia Lift can... More

Brant Wynn: Demo Framework – How we pitch Drupal to potential clients

Brant Wynn, Acquia Solutions Architect, and I covered some interesting ground in our conversation preceding his jam's Drupal Camp session on selling Drupal to potential clients via beautiful, out-of-the-box demos. Listen to hear about working as a professional open source software developer, the potential wins from having migration tools built into Drupal 8, how Drupal 8 is bringing so many open source technologies and communities together, and more. Professional open source: the more you give, the more you get "I... More

The ecommerce media experience: new triggers and signals

The sudden shift away from desktop browser experiences to the mobile web has been both a huge challenge and opportunity for ecommerce user experience management. While having a mobile version of the store was a priority in the five years, the new user expectation is that the site will respond to their circumstances intuitively down to an awareness of whether or not they are in a moving vehicle or inside the brand’s actual store. From Apple’s iBeacon technology for in-store retail experiences to intelligent technologies that deduce if a customer is driving, riding a subway, or waiting at an... More

Acquia Lift: Define, Test & Iterate

Acquia Lift is a great tool built by an amazing team. It has been well received and brings some powerful features to Drupal. One of those unique features is that its completely integrated with Drupal which opens the door for editors to use it in the same workflow they are used to. This added power creates a new unique challenge: to target, test and personalize a web experience for each visitor. It’s not magic At the end of the day Acquia Lift is still a tool, it doesn’t magically increase the conversions on your website by adding tests and variations to all content. The tests on your... More

How to Own an Action Plan for Testing Strategy

In today’s marketing world, buzzwords like automation, user experience and custom content fill the pages of every blog post for customer experience and lead generation. It’s no wonder, given the wealth of data available on every prospective customer. With digital footprints growing exponentially, marketers and website managers have the ability to develop unique experiences for every visitor, but they often get a little tongue-tied when it comes to explaining how content development and targeting decisions are made. The reason for this issue is simple and straightforward–testing strategies are... More

Keeping Pace with DigitalDisruption.com

Here are some of the past week's highlights from DigitalDisruption.com, Acquia's portal for examining the impact of digital disruption. Apple recruits top watch industry sales exec Apple has hired one of the watch industry's top sales execs, Patrick Pruniaux, TAG Heuer's sales and retail VP. Pruniaux will be working on the iWatch and positioning it as a market leader in an ever changing and competitive wearables landscape. "Clearly, the team in Cupertino wants someone who can market wristwear to a large audience... More

Selling the Story: From Store Operations to Experience Management

As the ecommerce channel becomes the key channel for many consumer driven brands, ownership of its P&L is moving to the marketing organization as that channel becomes the primary digital face of the brand. As marketing itself moves from a rigid “funnel” model aligned to a marketing calendar (Dads-and-Grads, Back-to-School, Black Friday) and the classic Four P’s of product-price-promotion-and place to a more fluid experience customized to the individual, the need for the marketing communications model to adapt becomes imperative. Where in the past marketers might develop a handful of... More

Building a Great DX: Expand Your Community

A friend of mine recently celebrated a birthday at Morton’s Steakhouse. How do I know? I saw pictures of her personalized birthday Morton’s menu on Instagram, Twitter, and Facebook. Turns out she didn’t even request it. The Morton’s staffer who took the reservation a few days earlier routinely asked her husband if they were celebrating a special occasion. Morton’s took it from there. And when the personalized menu arrived, my friend captured it with her smartphone and broadcast it across her social networks. That’s tapping the power of community to amplify a message, which in this case... More

Train better by forgetting what you know

I recently conducted formal training session for some end users of a Drupal content management system (CMS) our Professional Services team is building. These end users were not web developers, not professional content strategists, and had no prior experience with a CMS. But these "first-timers" represent one of the benefits of an enterprise Drupal CMS: that content owners in business units can... More

Indivizo.com: Using Drupal to build your agile, SaaS product business

Drupal is the perfect tool for building SaaS and product businesses. A late night hotel room conversation about Drupal's agility, power, and flexibility above and beyond powering great websites with Bálint Kléri during Drupal DevDays 2014 in Szeged, Hungary. Bálint is the technical lead of Indivizo, "The fastest way to the perfect candidate", an online HR tool built on Drupal for interviewing job applicants. Bálint's favorite thing about Drupal "My... More

Website Testing: What you need to know about A/B Testing

The concept of A/B testing is nothing new. It has been used in marketing, as well as many other industries to ensure that the right product or process is put in place. Once you start looking into A/B testing, you may begin to get excited about the fact that you can test just about any marketing process you put in place. After such a discovery, the question then becomes about the types of processes you should be testing. Where do you start? What marketing processes benefit the most from A/B... More

Keeping Pace with DigitalDisruption.com

Here are some of the past week's highlights from DigitalDisruption.com, Acquia's portal for examining the impact of digital disruption. Bloomberg Leveraging Apple TV, Amazon Fire to Build Global Brand If you’ve heard of Bloomberg, you probably associate the brand with breaking financial news and in-depth market coverage. With the impact of digital though, Bloomberg is looking to create awareness to establish itself as one of the top brands to consume news across even more platforms according to Aviad Stein, senior... More

Don't Reinvent the Wheel, Open Source it

Last week, Tesla’s CEO Elon Musk announced that the company would open source their entire patent portfolio and exemplified how organizations can drive innovation by adopting open source practices and principles throughout their entire businesses - beyond software development. In particular, Musk highlighted that top human resources – talented, motivated people – are what drive the success of organizations, not patents. Talented people gravitate towards environments that foster innovation and growth, where they’ll have an opportunity to work on new and interesting challenges. At Acquia, we... More

Keeping Pace with DigitalDisruption.com

Here are some of the past week's highlights from DigitalDisruption.com, Acquia's portal for examining the impact of digital disruption. Box Bought Real-World Equivalent of Pied Piper If you're a fan of HBO's Silicon Valley, you've been following the journey of the company Pied Piper. Well, Box has just bought its equivalent, Steam. "Streem's technology is designed to make the personal cloud as seamless as possible Streem embeds itself in the local operating system, allowing the cloud storage to function as an... More

The New Customer Decision Journey Needs Content

Demand generation for consumer ecommerce sites used to be as subtle as a brick to the face, generally consisted of pushed spam with “Buy Now!” subject lines hoping to drive customers to landing pages with annoying homepage hero offers. Banner ads further annoyed the consumer, chasing them fruitlessly around the web in hopes of wearing them down and finally getting a sale out of them. In B2B, lead gen models put registration walls in front of “white papers” in hopes of snagging a potential customer’s phone number so a junior inside telesales rep could phone them and read a script. This early... More

Building a Great DX: Deliver the Right Information, at the Right Time

I remember reading early, ground-breaking articles by B. Joseph Pine II in the Harvard Business Review, not that long ago, that explained how to understand markets that were made up of multiple customers: from mass markets, to segmented markets, to niche markets. When I spoke with Joe recently he told me that today the landscape is the exact opposite. “Today every customer is multiple markets,” he said. “Customers want different offerings in different ways at different times. We have to be there when a market ‘pops’ into existence -- at the right time, with the right customized offer, in... More

Why Drupal? Because It Will Help You Win

How will Drupal help you win? How will it help you do better? As business itself becomes digital, the benefits that a widely adopted, open source technology solution like Drupal can bring to organizations today are manyfold, but they can be boiled down to a few salient points. The key ways Drupal will help you win: Faster and continuous innovation Risk mitigation Faster time to market Focus on your core business Best-of-breed, integrated solutions Improved quality, security, and accountability In this and subsequent posts, I will show you that these claims hold up both in... More

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