Work While You Sleep: The CMO’s Guide to a 24/7/365 Lead Machine

1. THE CMO’S GUIDE TO A
24/7/365 LEAD
MACHINE

2. Today’s Agenda
1. Convince your C-Suite why now is the time
to rethink this important tool
2. Humanize your digital experience: make your
customers feel seen, heard and understood
3. Empower IT, DEV, and Marketing teams with
a new model for website development
4. Learn how three brands that are driving
stronger CX and delivering better business
value

3. Lynne Capozzi
Chief Marketing Officer,
Acquia
Brian Byer
General Manager,
Blue Fountain Media
Today’s Speakers

4. Global Offices
HQ in NYC
6
Talented
Minds
100+
Years of
Experience
18

5. Poll: Are you considering a
website redesign?

6. Think of your website as a
24/7/365 lead + revenue engine.
It sells while you sleep.

7. 10 REASONS TO RELAUNCH
YOUR WEBSITE
1. New CMO implementing vision for
company
2. Updating messaging
3. Undergoing acquisition and/or
mergers
4. Rebranding
5. Old look and feel
6. Weak metrics (traffic, conversion,
eCommerce)
7. In the midst of category creation
8. Haven’t relaunched in 2 years!
9. Antiquated search
10. Outdated content/new researcher
journey

8. REIMAGINING CONTENT FOR THE RESEARCHER,
NOT THE BUYER
At the onset of the pandemic,
websites experienced:
⬆ 17% more visitors
⬆ 40% more unique asset views
⬆ 15% more time spent on pages
The most-viewed content types during
the pandemic were webinars, videos,
eBooks, and reports.

9. A PATH TO SUCCESS
FOR YOUR REDESIGN
Kickoff
1
Research
2
Strategic Planning
3
Creative Design
4
Infrastructure
5
Content Strategy & Planning
6
Development
7
Testing &
migration
8

10. YOUR BENCHMARK =
CONSISTENT IMPROVEMENT
Deliver more and
higher quality MQLs
(Conversions)
Increase brand awareness
(Acquisitions)
Improve user satisfaction
(Content engagement)
Monitor user behavior
(Usability)

11. A New Reality of Digital Experiences
Fastest Path
to Scale
Faster Time
to Revenue
Faster Time
to Compliance

12. THE PATH TO
PERSONALIZATION
9
new languages
launched in 2021
26.19%
increase in organic traffic since
January 1st in a YoY comparison
3.19%
decrease in bounce rate

13. OUTCOMES
– Key revenue driver for all
things Empire State
– Multiple languages,
millions of visitors and
experiences
STREAMLINED FOR ECOMMERCE
EXPERIENCES

14. OUTCOMES
– Real-time geolocation and
adaptive language capabilities
– A modern, digital HQ that is faster
and more intuitive than ever.
– Future innovation and expansion
– setting the stage for a new,
exciting chapter for Cathay Bank
COMPLIANCE & A MODERN CX

15. SOMETHING TO
CELEBRATE

16. IMMEDIATE
ACCOMPLISHMENTS
Moved over 6,000 images
from the old site to the new site
Built 35 Site Studio
components
77 pages
of new content
Zero downtime during site go-live!
Rebranded
over 2,300
pieces of content
Streamlined the
number of content types
from 21 to 12

17. CTA:
eBOOK
Redesigning and rebuilding a
website is a HUGE and
COSTLY UNDERTAKING. Get
your project supported,
funded, launched and
successful.

18. DECISION DASH
WORKSHOP
Drive decisions and make rapid progress on your next
digital product or project.
● Gain team alignment
● Develop and evaluate solutions
● Make decisions and set priorities
● Avoid unstructured conversation
● Chart next steps and assign roles
● Propel your project forward

19. Q&A

20. THANK YOU!

21. THE ONLY OPEN DIGITAL
EXPERIENCE COMPANY
WHO WE ARE
30+
customers in
the Fortune 100
94%
customer
satisfaction
14
offices in
nine
countries
4,000+
customers
across sectors
Products
Drupal Cloud
Marketing
Cloud
1,067
employees
worldwide
Leading Drupal
& Mautic Open
Source
Communities
Global
Partner First
Program

22. WHY CUSTOMERS BUILD THEIR
DIGITAL EXPERIENCES ON ACQUIA
Grow audience
Digital Transformation
Target Audiences
$250K Revenue boost
from one recent win-
back campaign
targeting their top 1
million customers with a
time sensitive offer
Increased site visits by up to
50%
–
Increased attendance to
local events by 25%
–
Achieved a 10-15% increase
in baseline revenue
from its digital marketing
campaigns
140% Increase in
organic traffic
–
$13M differential profit since
rolling new site
–
101% Increase in sales
–
42% Increase in
customer engagement

23. SITUATION
With multiple retail and online brands, it was imperative that J.Crew
be able to take quick action on customer insights — but their
legacy marketing service provider wasn’t allowing that to happen.
CHALLENGE
Murky data and unnecessarily time-consuming data analysis
processes prevented J.Crew from tailoring its marketing strategies
to meet the needs of contemporary shoppers.
RESULTS
Using customer insights and machine learning models from Acquia
CDP has led to measurable performance improvements with
J.Crew’s marketing campaigns, including one email campaign
targeting a cashmere audience segment returning double-digit lifts
over the “business-as-usual” audience in average order value
(AOV), conversion rates, open rates and click rates.

24. – Facilitate customer relationships across channels
– Omnichannel shoppers = 10x higher annual
spend than single channel
– Increased site visits by up to 50%
– Increased attendance to local events by 25%
– Achieved a 10-15% increase in baseline revenue
from its digital marketing campaigns
DIGITAL TRANSFORMATION
& PERSONALIZATION

26. SHOWCASING
RESULTS

27. 1 OUT OF 30
sites in the world run on Drupal
Leveraged by
Shake Shack,
NBC Sports,
Purina, Wendy’s,
Harvard
University
35,000
contributors
45,000+
modules
1.3M+
registered users
on drupal.org
2M+
unique visitors per
month to drupal.org
100%
FREE
2.9%
Market share and
570,000
sites supported