WATCH: Guide to Successfully Accelerate Digital Transformation w/Acquia

top software developer
Zach Ettelman
Jul 29, 2020

Depending on where your business is at with the adoption and utilization of modern tech stacks, a digital transformation could be a simple or large undertaking. Digital transformations can cover a range of touchpoints, such as the viability of your website and the marketing automation apps used for communications to your inbound lead gen strategy. Ultimately, these all have the ability to impact your sales team.

In this webinar with Acquia, the world’s leading cloud service provider for Drupal, you’ll learn:

-The buy-in you need from a leadership perspective to get started on an iterative transformation POC
-The types of roadblocks you might face and how to effectively navigate them by asking the right questions upfront
-How you can build an agile roadmap while continuously improving the processes and marketing communications in your transformation effort

Digital Transformation Video Transcript

Stephanie Borgman: Good morning, good afternoon and good evening to everyone across the globe that’s joining us today. This is Stephanie from Aquia. Today’s webinar is ‘The Guide to Successfully Accelerate Digital Transformation’, with Ayla Peacock and Zach Ettelman from Spire Digital. Just a few housekeeping items before we get started. If you have any audio issues, please send them in the Q and A tab and I will be happy to assist you. If you have any questions for the presenters, please submit them in the Q and A tab as well, and they will answer them at the end of the presentation slides. The recording of this webinar will be posted to acquia.com and we’ll also send it to you via email within the next few days. Without further ado, I will pass it over to Eric.

Eric Fullerton: Great. Thank you, Stephanie. As Stephanie mentioned, we’re going to be running this webinar today, myself, Eric Fullerton, I’m a Lead Product Evangelist at Aquia, and I’m lucky to be joined by a really awesome team from Spire Digital. Ayla Peacock, who’s the Director of Digital Strategy at Spire and then Zach Ettelman, who’s the Director of Digital Innovation at Spire. Ayla and Zach will actually take the back half of this presentation. I kind of think it might be the best part of the presentation, where they’re going to take a lot of things I’m going to talk about in the beginning and actually provide a really strong, concrete use case for how you can bring it to life. So I’m going to get started and talk through a couple of things today. I really wanted to define digital transformation, a very, amorphous term. I really wanted to provide some kind of specificity to that.

We’re gonna really be aligning to one kind of approach and tool, which is around account based marketing and marketing automation technology. So before we kind of dive into that piece of it, where I want to start is, I know we’d like to hear and see stats. And I always think it’s good to remember and maybe to remind ourselves why we’re doing some of these things. Yes, when we invest in things like transformation or automation or ABM, we want to improve our own metrics and we want to see better success, but this is driven by a consumer desire, a consumer goal, and a consumer objective to have brands that understand them better. This stat I think proves it really nicely: 81% of people want brands to understand them better. Yes, we use these tools and technologies to improve our metrics and to deliver good experiences, but it’s not just driven by us.

It’s driven by a true consumer demand. Another kind of trend that I like to think about is this concept of convenience and relevance at every touch point. There were times when that was no longer or not a demand for many organizations, but we’re seeing this proliferation of new devices and channels and modalities. There’s really no difference in expectation whether someone’s on the web or whether they’re on their phone or maybe they’re on a touch screen or on a kiosk. This means that the omni-channel presence and companies with omni-channel presence for their customer engagement strategy are going to be much more successful than those who are not. You can see just the numbers there, but high level, this is driven not just by us, but by brand and consumer desire to have brands understand them better. If you do this you’re going to be more successful than those who can’t.

But while we know that customers won’t settle for that kind of status quo, they have on one side, the expectation, which is, you know, we demand that consistent interaction across different channels. Unfortunately it’s pretty challenging today for many organizations to deliver that. Not only do only 45% actually have something in place where they’re working through it and seeing varying degrees of success, but over 50% of companies have no cross channel strategy in place. I would argue, and I’m sure that my friends at Spire would agree, that there is no better time to start then now when it comes to starting to implement that cross channel strategy.

Cross Channel (Omni-Channel) Strategy and Digital Transformation

Eric Fullerton: We have a great example of how we were able to do that with the customer. The reality is, and I can think about, and I’m sure everyone who’s listening can think about hundreds of different examples when they received maybe 10 different emails from the same brand in the same day. The reality is that when touchpoints aren’t connected, they don’t operate amongst one. When you just get messages that feel spam like, or you get the same message multiple times, maybe even on different devices, that’s just noise. I feel like today we’re drowning out noise and digital noise even more than maybe we ever have. It’s even more important to be able to deliver the right experience on the right device to be able to cut through.

We know that a lot of brands and organizations are driving towards this concept of accelerating their innovation, accelerating their digital transformation. Almost overnight, the reality changed in their ability to engage with customers in a one-on-one and personal fashion. When you lose that, you see the value and the requirement to really be able to communicate not just on one channel, but on multiple channels. We’re seeing that this is a really strong push for digital transformation. Aquia has a really strong position on this, around the concept of open sourcing and embracing open technology and an open approach to business. What I really just want to say is when you need to deliver an experience with different solutions, you need tools that are open.

The way we think about that is it’s something that’s intelligent, it’s accessible and it’s flexible to fit with the way your business works. Many tools today, they fit the way that they’re built, the way that they work and not the way that your business works. Sometimes you have trouble adapting and implementing and starting to see value. That’s a little bit what we’re talking about with an open approach. I’ll actually give an example of what we mean more specifically, but high level Aquia is very strong in the position of an open approach to technology, both for building and for buying. So marketing automation is one of the primary ways we’re seeing organizations build and invest and kind of create their own cross channel strategy. And there’s obviously several reasons for this just based on the technology. I imagine most folks on the call are very familiar with it, so I won’t go over it too much.

But the goal is that you can build multi-touch multi-channel campaigns with marketing automation technology. You have the ability to track and convert different leads across channels. You can kind of bring that together into one single view, and you’re gonna be able to test different content, different experiences on web, on email, on mobile, on social and all these different places. Then, really at a high level, from a strategic perspective, you can optimize your entire go to market strategy. Just a high-level value proposition on when we’re thinking about transformation, there’s lots of different ways. Folks can do it from creating content and analytics to CDP, but for marketing automation, it’s really to solve that cross channel problem and deliver experiences across different touchpoints. The way we do this at Aquia is with a product that we call Mautic.

Using Marketing Automation with Open Source Technology

Eric Fullerton: We’re actually about to adjust and change names. So a little sneak peek, I wanted to make sure I included that, into something called Campaign studio. It’s what we call Open Cart channel communication and orchestration. What it does is it enables companies to orchestrate all these different touchpoints in general and channels. You can use properties from different websites, whether it be a SaaS platform or mobile. I think the email studio and the mobile studio are the kind of the two most common tools that folks use. You can create these really simple, beautiful, multi-touch automation journeys. You can create nurture campaigns and you can do so in kind of a no-code fashion. You can execute and create these campaigns in minutes and you can do so without having to bring in technical teams to actually create and orchestrate a specific journey.

We can obviously imagine what the value is, and I don’t want to talk too much about product. We’re going to kind of go into this tool a little bit later. So I did want to just mention that what we’re going to be kind of circling on when we think about this is how we do automation. We’re really focused on the concept of open source as it applies to all different technology. There’s a couple of different reasons that we think open source is a really good approach to marketing automation. The first is it’s this flexible approach to investment. Unlike a lot of other marketing automation tools, you can kind of get, you can do flexible sellings, you can have different pilot programs. You can have a sandbox account, a really simple pricing model. I hate to talk about pricing, but what it means is you don’t have to start with the entire world.

You can start with a single campaign, a single group, or a single team, and actually create and launch a campaign based on that. If it works, great. That’s something that we believe is a part of a foundation of open source. We think that open helps get to market really quickly so that when you have these open accessible tools, you’re actually able to get to market rather than having to implement this very rigid process to fit your business systems. The technology can actually adapt to them. So rather than four months to get to market, you can get to market in just a couple of weeks.

Integrations are obviously a key part of being open source. It’s something that, you know, Mautic specifically and Campaign Studio do incredibly well. I think we’ll talk about that a little bit later, but there’s an amazing story that kind of shows the value of open source to me. There was this event in Japan. Someone was like, is there an integration for this tool to something called line, which is a messaging app that’s really common there. This is a three-day conference and this is day one of the conference they asked this. The answer was no, there wasn’t an integration. Two days later that integration had been built by an open-source community. So that’s when we think about the value of open-source, like, that’s really what we’re talking about, the ability to integrate not just as new systems, but also homegrown systems. Especially as we’re seeing a lot of organizations, maybe aren’t in full-fledged B2B, maybe they’re in financial services, maybe they’re in education, maybe they’re in healthcare and they’re starting to build these cross channel campaigns. Being able to flexibly, integrate to a homegrown system, to expose some of that information to create those campaigns is incredibly important.

So just some, some things about why and what we’re talking about when it comes to automation and to actually creating and building that journey. And every journey that you have is going to start with your customer data and that customer data, like I said, it needs to be integrated. So you can connect to different systems. You don’t just want another data silo and another place to collect data. You want to have really strong profiles that are constantly getting better and better. And from there you can create different segments. And based on these segments, you’re going to be able to kind of understand how different people are engaging on multiple different properties. And content creation is a really important piece of this too. So being able to really simply and easily just create an email, to be able to create a text message or an SMS message, and to be able to do so without having to do or use HTML or lots of different code pieces.

It’s really important for marketers to be able to create simple content really quickly to engage users on multiple channels. As you can see, you can create lots of different content for web, email, and social and from different channels as well. And the last piece, I kind of touched on this earlier, but I just really wanted to kind of show a visual of what that customer journey can really look like. You can see it’s really dependent and very flexible based on the different ways that an individual is going to interact. You’re able to capture information from them at every point of that journey. I think that that’s really important that it’s not just this rigid, one-way experience, but it can go in a very flexible way based on the way people are interacting with your brand and with your organization. Of course, you’re constantly optimizing and constantly iterating and you create one campaign like we’ll talk about in just a second, but that’s only just a way to get started. You’re always optimizing and taking in the data and the information that you learn to be able to make sure you’re optimizing those journeys in the best way possible.

So I didn’t want to talk too much. I really want to talk about what we’re trying to do, the ways that we can do it and a little bit about how we can make that happen. I think the value of open and then some of the actual capabilities that are required to deliver the use case that we’re going to hear, because the use case of this situation is the best part of this. It’s how a lot of the things that you just saw, which maybe seem tactical actually came to life. So I’m going to hand it over to Zac on the Spire team to take us through a compelling use case. 

Eric Fullerton:  Thanks, Eric. That was a really good overview. I’ll just kind of set the stage about really what we’re going to talk about. It’s really an extension of the past few slides you’ve been going over, especially with Mautic, but really just defined ABM. So account-based marketing, we have a saying here that you’ve inspired instead of a spray and pray like most organizations we say shooting at a target in a dark room while wearing a blindfold is not ABM. That’s like traditional models that would exceed out there, um, using a variety of different tools, but no really concerted integrated effort around this. And so we flipped that narrative and that’s how we really defined ABM focusing on a multichannel cross channel approach, focused on a specific set of targets known within a specific market. You work criminally with the B2B companies. And we’ll talk about that in a minute, but I think that’s important to set the stage of really what is ABM, why are companies using it today? Uh, it’s really reaching customers where they are on the channels that they’re using at the right time and using a tool like, like Monique really laws us to do that. Cause we can orchestrate that journey. Um, really, regardless of whether that be in the B2B or DTC sectors.

ABM and Digital Transformation Case Study

Ayla Peacock: When Aquia acquired Mautic, we jumped in with two feet because it’s the first tool we’ve seen … Zach’s computer’s going to restart. I’m going to make sure that doesn’t happen (or maybe he will). It was the first tool we’ve seen that’s built for ABM. We work with a lot of different marketing automation tools and Mautic has things like lead scoring at the account level, which is really unheard of with some of the other enterprise software. Spire is a digital transformation consultancy and software development firm. We’re out of Denver, Colorado. For those of you doing math at home, it is 8:00 AM here, so we’re having coffee. We were recently acquired by a group called Kin+Carta out of the UK. We’re now a part of a global connective of about 1,600 designers, developers and strategists. We tend to work with challenger brands, which is what I’ll tell you about next.

Challenger brands are companies that maybe are a little behind the curve. They’ve been around a while and they don’t have a lot of modern digital systems in place. They’re likely trying to evolve, attracting more millennial clientele. We work with one of the largest financial advisors in the U.S. finance industry. They’re essentially the back office for about 2,000 financial advisors. Financial advisors are risk-averse. They’re very good with numbers. They’re pretty good at sales. They’re terrible marketers. I hope there are none on the call who are offended by that, but most think marketing is slapping their headshot on a park bench. This is an example of a website of one of those financial advisors. This client of ours is using site factory for websites and they give the control to financial advisors to build their own websites. Then they do things like put pictures of themselves wearing bow ties and big, big images on the site.

It really doesn’t serve the user, but it speaks to the culture of this group. They are not digitally savvy. They don’t believe in it. They think their clientele is still interested in receiving paper newsletters. When this client came to us and said, “we want to build a marketing automation platform for financial advisors,” we understood very quickly that we needed to start with culture and build trust with those advisors who would be using the platform. If we bulldozed into the organization and said, “Hey, surprise, we’re going to roll out new technology that you must use.” We wouldn’t have gotten very much success or buy-in from these people who are used to sending paper newsletters. We heard overwhelmingly from them was that they didn’t even believe their clients wanted to receive digital communication.

Data-Driven Digital Transformation

Zach Ettelman: We had all that information and we’d worked with some financial advisors in the past. Just understanding a little bit more about our client’s network of advisors. They work with more particularly their end clients. We said, “we need to do things differently here and we kind of need to work backward. So what are the tools we’re going to be creating for advisors to use so they can reach their clients effectively?” We set out on a journey to do a variety of user interviews. Then we eventually developed what we’re showing here, our preference survey. This is something in Mautic that we eventually sent out to existing clients of our financial advisor clients. What those results really showed us was that people do want to actually receive digital communications from their advisors.

Most of the touchpoints that they were having with their advisors were in-person meetings and then the occasional paper or mailed newsletter that would go out. Then sometimes they’d hold in-person events like golf outings or a holiday party. But they were really missing out on a lot of opportunities surrounding the digital communications. Just staying up to date, especially at a time like now, with the pandemic that we’re in, communication and saying top of mind for your clients is key. I think this was a big eye-opener for a lot of advisors to understand, “hey, 75 of our clients across the advisors we were working with, in our little pilot program, actually preferred email and other digital communications compared to what they were originally getting with non-digital channels in the past.” Some really interesting insights, right?

Ayla Peacock: It’s important to hear, to understand as well. The task at hand was to come in and digitally transform this financial institution. We knew we had to start with culture and start with boots on the ground. We knew what to put in place. We know very well how to build marketing automation at scale, but until we convinced the people who’d be using the tools that it was worth their time, we wouldn’t have had success. And so often with large, large clients in B2B enterprise, we see companies start with technology instead of starting with culture. And the technology of course is a big piece of digital transformation, but arguably culture is more important because you can roll out a tool and if no one adopts it, then all that money and time is mute.

Starting with Simple ABM Strategy and Buy-In

Zach Ettelman: The first kind of low hanging fruit piece that we saw after talking with our financial advisor clients is that they were doing a lot of things manually. So this is a really good example. In Air Canada, the example flow up earlier and in a few previous slides, showcased the power of how you can orchestrate journeys not only for clients but also for the actual use of the platform. This is something that we put together called a special occasion campaign. We heard from advisors that a lot of them have coordinators on their team that are going and pulling all these lists based on their CRM data of when birthdays are or when special occasions are like anniversaries and graduations- things like that for their clients. Most of the time it was manual and they would actually write it down and give that to the financial advisor they work with.

Then that person would handwrite a bunch of letters and cards to give to their clients. Well, that was a very low need with an easy tool like Mautic and the power of some very simple marketing automation. We were able to set up this very quick flow that says, “let’s pull all of the birthdays in October, send them to our specific user and then email that list for that financial advisor.” They could still handwrite them if they really want to, but more importantly the ability to just send them a birthday note and fully customize it was a really simple value add that we enabled us to create a power commodity

Ayla Peacock: For marketers on the call, you know how simple this is to set up, it’s a 30-second fix, but the complication was helping financial advisors understand how this could save them time when we demo this feature to them. When we say, “Hey, look, we can, instead of going every month and pulling lists out of your wackadoodle CRM and trying to figure out whose birthday is, and who’s copying and pasting emails, we can set up a campaign that automatically, on the first of every month, emails everyone who has a birthday that month.” Suddenly, they’re dazzled and they’re like, “I want that. That’s going to save me lots of time and money.” Again, the technology and the tool were not nearly as important as the excitement that we got from understanding the problem with our boots on the ground. We were explaining the value to them in their terms.

Zach Ettelman: This was another culture item where we got them bought in and understanding that we can help them with a simple value add like birthdays, but there’s really a lot more than what we’re showing here. When we talked with advisors and we talked with their clients again, the low hanging fruit and the obvious ask was really for more digital communications. Timely, but really more important, personalized. There are thousands of setups where personalization is leading the game right now, but for financial advisors, small business centers, that’s not very simple. We’ve leveraged what we did in that preference survey and actually asked what their clients wanted to read. What type of information, whether that be market updates or, you know, information about college planning or Medicare. There was a lot we could do and through simple segmentation and understanding what place people are in and what their answers were on this preference survey, we were able to create a much more personalized newsletter, then, also have that influence with what we’re doing on the website for all these financial advisors. So when you come to that homepage, you getting that same content or related content to what you’re actually getting in the newsletter.

Ayla Peacock: This shows the power of Mautic because, like many automation tools that can gather inputs from a preference center and spit them out, we’re doing it at scale. We’re gathering insights from our preference center across 2,000 financial advisors and then dynamically changing emails for all of those different groups and all of those different companies from the Maestro.

Implementing Digital Transformation with a Pilot Rollout

Zach Ettelman: AB tests as well within Mautic. That was really eye-opening for advisors. First off, we had to explain what AB testing was for the majority of them. Once we, you know, clearly showed it and articulated some of the value, that was yet another piece where they really got bought in on the larger digital transformation and how we can use these tools to really effectively market to their clients. After putting together this, basically, we’ll call it this pilot newsletter, we presented at a large conference where all 2000 advisors show up on a yearly basis and, basically, we presented everything. We were going to be creating from a tool perspective for financial advisors to use and to help enable their digital transformation and help get them more end clients, but also create better relationships with the existing clients that already have. 

Ayla Peacock: Yeah, the same financial advisors wearing the bow ties, who said that their clients never wanted to receive digital communications and weren’t interested in marketing automation. In fact, 96.5% of them said that they wanted to use this tool after we demoed it them the way we’ve shown you. So when we could get them on board, get them excited, suddenly we’ve got a flood of interest and we’re now very confident that, as we roll out this pilot, we will have strong adoption.

Zach Ettelman: During that, I’m sorry, if you could go back one moment. I don’t want to tease our awesome stats yet. What we focused on with this at the conference was these in-person demos where we walked the advisor through every step of the journey that we basically curated of what their end client would go through. I think this is a really important piece for them to understand it. They get marketed this way every day. They’ve got to have cross-channel communications, especially with the pandemic. Everyone needs better wifi. They’re getting hit up on Facebook and LinkedIn, and they’re doing Google searches and they’ve got display ads to get any email marketing campaigns blasted at them. Sometimes they’re getting called by reps, but they didn’t actually realize- that was ABM.

That was a concerted effort focused on them. As we walked them through that and understanding what their clients would go through, that really got them bought in on what we were doing. Everything was really simple to use to actually demo within Mautic and then how that translated to the web with Acquia Site Factory and all those sites that are already created for them. So it was really a nice, easy transition. From then, after getting on that vine and with the conference, we rolled out a pilot that was five months long and focused on just over 10 advisors within that the larger 2000. We really focused on some key learnings to understand what we’re doing right and what we need to improve before we roll it out to all advisors. The statistics were absolutely incredible.

Data Driven Transformation Decisions

Zach Ettelman: So some big things here, (we’re really proud of these results), our client was even more excited about them because it was really getting them bought in on this, this cultural, digital transformation that they were going through. Um, so you’re just some quick stacks and we rolled out the, basically these digital newsletters and then some other website activity over, over a two-month span, and got incredible, incredible results. We ended up sending over just sick, maybe about 6,000 or 7,000 emails, um, in that time period. So they’ve got a lot of clients, um, which gave us you the perfect amount of, of our data size, really understand, you know, what patterns we’re developing, but because we asked what type of content their end clients want to receive from wherever the personalized subject lines and AB tests, we got some incredible results on the open rate.

We had 58.3%, whereas the industry average for financial advisors hovers in the 20 to 30% over grade. So pretty substantial. Their click rate was absolutely insane. Ayla and I are managing click rate, trying to drive click rate increases across all of our clients. We’ve never seen anything this like this at all, industry average being 3% to 8% for click rate, we were up at 32.8%.

So we get people to the website, got them clicking on a bunch of different pages and got them more interested for what was actually going on. Completion rates for some forms we had people fill out were off the charts as well. Really impressive stats, but it all is a testament to understanding how we can really get people bought in at multiple levels. The end clients are bought in from a cultural perspective because they’re getting content. They actually want to receive the advisors email and the advisors are more interested in actually sending out this content and creating new content for their clients because they’re bought into this process and this data backs it up.

Ayla Peacock: Overwhelmingly these stats show how desperate the industry is for digital. Financial services is one industry we play really well in. And we see this over and over again, as you try to move into the millennial audience, attract Henry’s higher-earning, not rich yet individuals, they want digital they’re digital natives. They’re used to it, they’re on Netflix, they’re on Facebook, whatever. And without it, these companies are withering. The companies who are ready to take the digital plunge and do digital transformation, whatever that means for them. When they focus on adoption, they’re very successful because transformation without buy in and without cultural change, without adoption, is a sunk cost when it’s done right. It can be overwhelmingly successful.

Zach Ettelman: Then the last stat here, which was one we were not at all anticipating, didn’t plan for, had no idea, and no like desire to drive any actual financial change was that because of our program, we got a few leads that came in from actual end clients that didn’t even know that financial advisors were doing any marketing and didn’t have specific service offerings. And that led to an actual increase in assets under management of $3 million for the combined advisors. There are nine advisors that we were working within the pilot in just two months. So, you know, this was fantastic, not only for the advisors but then for our main client, understanding that what we’re doing across all advisors.

Final Thoughts on Transformation in the Financial Services Industry

Eric Fullerton: Really beneficial. They’ve got a proof point of, “Hey, we need to put more money in an investment and creating better content and actually rolling out this campaign.” This service offering, on a much larger level, is increasing their productivity, which was fantastic and awesome. So this is such a great story. We’re going to pause briefly for questions, but I actually just wanted to highlight some of the things that I like about it so much. And some of the stuff was a little bit about what we were talking about earlier wishes, being able to start with something like a pilot for marketing automation tools is incredibly valuable, especially as you start to operate in multiple different industries. And when you need to change the process, when you need to change the culture, we needed to do those things. Being able to say, rather than a massive upfront investment is “we can show you.”

And then when people see results, they’re, you know, far more likely to actually do that. So I think that that’s really cool. I think it shows how much potential there is in all these different industries and areas around financial services, but there’s so many places where I think just doing a little bit, and I love the first like campaign it’s like by doing this birthday thing, we can have dramatic results, save you time and engage better online. It doesn’t always have to be a 15 part complex journey. And I like the way you got started with just like some very specific, simple things. Obviously, the results were pretty crazy. So, really good stuff and, you know, congrats on the results. I know we have a couple of questions. One of them was really around nontechnical processes here coming through. What were the nontechnical processes that you had to implement? We talked about the tool and you talked about having to validate some things, but what were some of the nontechnical processes that you had to implement? I think Ayla touched on a lot of it- really focusing on cultural.

Ayla Peacock: One thing we didn’t talk about too much in that presentation is the stakeholder and leadership alignment that was required in this organization. Getting all the decision-makers, from all the departments marketing in it, for example, into one room and talking about what was going to happen and what was needed from each of them. For like business purposes and administrative purposes. Like you probably want to know what’s going around, what’s going on in your company, but also so they could get excited about it too because when marketing silos digital transformation, it can be very dangerous. And those dotted-line reports between the two departments had to work together and make this happen. So those initial conversations that at the onset of this project, when everybody was together, all of the leadership was together and saying like, “yeah, let’s do this. Let’s work together and make it happen.” Those were incredibly important.

Zach Ettelman: That was a big cultural change. Content was another one. Content was being created from within our client from a few people at the top that were financial experts, but it wasn’t data-driven whatsoever. So with just getting at that preference survey, for example, we’re able to get actual hard data and insights that said, “hey, we need to start creating this type of content.” So that was a more of a manual process of like changing that entire way, how they create content, how they curate it, how they’re writing it. And then that eventually went into our digital tools, but was a really critical piece to this as well. Then in terms of the ABM tools, Ayla, was there other things that you were using to do this or what was the tool that you use?

Ayla Peacock: In this case? There were some homegrown tools that were legacy systems, which is not unusual. We’re often integrating with legacy systems and open source are really great for that. For other ABM projects, tools we really like to include Leadfeeder and MixMax.

Zach Ettelman: We use Leadfeeder a lot. I’m really trying to work backward from like how we close the deal, how a financial advisor closes the deal.Leadfeeder’s the tool that does like reverse IP lookup and that identifies companies. And then you can build some outbound campaigns around that and then actually take it, if you’re not cross channel, and like put something on LinkedIn. What we really like about Mautic is that it was such a good fit for our client. The ability to customize it and use these kinds of buckets. Or we could say, based on lead scoring, you know, on these activities, if you had this lead score viewer in different phases of the buyer’s journey. We set them up like, you know, we were kind of teasing in the beginning, with awareness, consideration, and decision, but basically we mimic that with admonish, which was really nice.

So from a financial advisor standpoint, again, they don’t know what their buyer journeys really are, how they should be used, and why they’re applicable. We had to provide some education around that, but once they understood that, then these kind of connected the dots like, “Oh, this type of content needs to happen at this stage.” So we can really help guide them along much better, Mautic is a perfect tool for that. We work with a lot of marketing automation tools, none of them really have that capability built-in. You have to go get an ABM specific tool to connect Pat to your marketing automation platform, which connects to your CRM and a bunch of your other tools. They’re not always as open as a model and the other tools and the Acquia ecosystem. It’s nice to be able to leverage what we’re already using in Site Factory.

Ayla Peacock: Bringing them all together in one place under one UI. Isn’t that the next piece of the puzzle for us? So we’ve got Mautic, we’ve got social tools. They’re obviously logging into multiple websites and that’s difficult. We all know if the user switches windows they’re less likely to complete a task. So we’re now building a marketing hub where all of these different marketing elements for financial advisors live in one place, so they can log in there. They’re confronted with the question, “what do you want to do today? Do you want to send an email? Do you want to adjust your website?” And they don’t have to switch, the interface is very simple. So Mautic being so flexible is a great way to buckle in. Make the financial advisors more likely to complete that task and become excellent marketers.

Eric Fullerton: Awesome. It’s a great story. And it just kind of reminds me again, it’s cross channel strategy and implementation can seem like something really, really big, especially for an organization as an undertaking it before, but this is such a good example here that maybe you just start with email and you see results, and then you can see success. You can have one and a couple of campaigns and then yeah, maybe website personalization and maybe social down the road, but it’s not a bowl in the ocean. What are the things that we can do in the short term to drive value as we start to accelerate this digital transformation. So I love the story.

Thank you so much for joining and for sharing that with us and for answering some of these questions. As we said, then everything will be available as a follow-up and thanks to everyone for the questions and for joining today. I really appreciate the time. Thank you very much.

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