Tracking and managing the marketing lead journey with a Drupal website


When it comes to lead-gen in Sales and Marketing, the website plays a major role in the lead journey. It can be the first touchpoint of your potential customer. This session will take you through how you can enable your Drupal website to track and manage each stage of the lead journey.

There can be multiple ways of achieving the above goal. The Martech industry states that they have 8000+ tools and solutions that were developed during the last couple of years to integrate with the websites to solve various Marketing challenges. There can be paid and free solutions that you can use. So when working with Drupal you need to have a clear idea on what are the solutions out there which you can integrate with your Drupal website. The first part of the session will take you through some of the example tools you can choose to track and manage the lead journey.

Apart from integrating the third party tools, there are ways we can implement our own methods in Drupal to track these leads. This needs in-house technical knowledge, time, and effort but compared to most of the third-party tools, you have the flexibility to extend your functionalities as well as you can do better lead data analyses as you have the control over the data you store. However, there are limitations that you need to be aware of as a Drupal developer with user data regulations such as GDPR, CCPA, LGPD, etc.
The next part of the session will cover these aspects and will give the audience an idea about the pros and cons of the two approaches.

We are following a hybrid approach (third party tools + custom implementation) on our company website so I'm planning to give a quick overview of how it's implemented and our experience with it.

*Session Materials*

When & Where

Tuesday, 8 December, 2020 - 14:30 to 15:10
Barcelona room