Selling UmbracoTheo Paraskevopoulos CodeGarden 2015

Theo Paraskevopoulos

Technical Director GrowCreate

growcreate.co.uk @theotron

Selling Umbraco How to convince people to pick Umbraco out of 1,297 alternatives.

CMS Martix

More clients = Better business More developers = More sharing More partners = Stronger HQ

Umbraco market share

WordPress 73%Drupal 22%Joomla! 2%DNN 1%Umbraco 0.7% Others 1.4%

Open-source CMS market share, Top 10,000 sites http://trends.builtwith.com/cms/open-source

Umbraco market share

WordPress 40%DNN 21%Joomla! 13%Umbraco 13%Orchard 7% .NET CMS 6%

Microsoft Web Platform Installer Downloads

I. Present Umbraco

II. Fend of the competition

III. Meet the audience

IV. Selling tactics

I. Present Umbraco

Aristotle’s modes of persuasion

Ethos Appeal to the presenter’s authority

Logos Appeal to the audience’s logic

Pathos Appeal to the audience’s emotions

=

Ethos

250,000+ live websites

No. 5 globally

200+ official partners

Logos

Can power any website

Media management

Simple user interface

Painless integration

Highly customisable

Support any design

Free for commercial use

Open-source

Built on the .NET stack

Mature and stable

Pathos

I have a dream I have a plan

Pathos

Pathos

Pathos

Pathos

You need to figure out:

What’s their dream?

II. Fend off the competition

.NET v Others

Open-source!

MS integration and support

Enterprise backbone

Almost a third of the web

Apache 39.7%

IIS 27.5%

NGINX 14.6%

Google web server 2.3%

Web server market share, NetCraft January 2015

WordPress

Blogging

Hobbyist

Easy to setup

Convention

Umbraco V WordPress

Umbraco

Business CMS

Professional

Easy to change

Configuration

Umbraco V Drupal

Umbraco

All-round CMS

.NET stack

Build first

Easier to upgrade

Drupal

All-round CMS

LAMP stack

Plugins first

Dependencies

Umbraco V SiteCore

Umbraco

.NET stack

All-round CMS

Open-source

Wide client base

SiteCore

.NET stack

Marketing suite

Licensed

Big websites

Ticks all the boxes

Business CMS

Open-source

.NET stack

Developer focus

III. Meet the audience

In B2B, the people who buy products are not the people that use them.

CEO

CTO

Marketing Director

Project Manager

Content Editor

Marketer Designer

Developer

Roles

Is this suitable for our size and

sector?

Can I measure and

control everything?

Will be able to connect with

users?

Compatible with our systems?

Will it constrain my

creativity?

Can I prove is ticks all the

boxes?

Will I be able to do my job

easily?

Can I do awesome

things?

CEO

CTO

Marketing Director

Project Manager

Content Editor

Marketer Designer

Developer

Motivations

😐 😕 😕

😀

😕

😐 😀 😀

CEO

CTO

Marketing Director

Project Manager

Content Editor

Marketer Designer

Developer

Default attitude

Opponent Champion

Juni

or

Seni

or

CEO

CTOMarketing Director

Project Manager

Content Editor

DeveloperMarketer Designer

Power v Attitude

Opponent Champion

Juni

or

Seni

or

Easy sell

Opponent Champion

Juni

or

Seni

or

Hard sell

Opponent Champion

Juni

or

Seni

or

Uncertain

Opponent Champion

Juni

or

Seni

or

Bad news

IV. Selling tactics

To sell is to teach. Use every contact point to transfer knowledge.

Leverage

CEO

Compatible with our systems?

Umbraco is the best choice to build on your investment.

CEO

CEO

Coach

Will I be able to do my job

easily?

Can I do awesome

things?

You’ll love working with

Umbraco. Let’s arrange a quick

webcast.

CEO

CEO

Prove

Will be able to connect with

users?

Will it constrain my

creativity?

Umbraco poses no restrictions.

Here’s some examples.

CEO

CEO

Help

Can I prove is ticks all the

boxes?

Everyone will be happy with

Umbraco. Now and in the future.

Deflect

Is this suitable for our size and

sector?

Here are some case studies of

Corporates/SMEs in your sector

Neutralise

Can I measure and

control everything?

As your team will confirm, everything is possible with

Umbraco.

And finally...

Selling the idea of Selling Umbraco Ethos, Logos… Pathos?

No one else will do it for us

We are the people for the job

What can 1m developers create?

Ask not what Umbraco can do for me. Ask what I can do for Umbraco.

growcreate.co.uk @theotron