Selling umbraco

Nov 23, 20144 likes3,728 views

All Umbraco developers and agencies benefit if Umbraco gains market share. These are the slides from my talk at the Umbraco UK Festival 2014, with practical tips to help spread the word far and wide.

Selling
Umbraco
Theo Paraskevopoulos
Umbraco UK Festival 2014
grow

Theo Paraskevopoulos
Technical Director, GrowCreate
Meeting-room ninja
growcreate.co.uk
@theotron
grow

grow
Umbraco market share
WordPress 69%
Drupal 18%
Joomla! 6%
DNN 3%
Umbraco 1%
Others 3%
Open-source CMS market share, Top 10,000 sites
http://trends.builtwith.com/cms/open-source

grow
Umbraco market share
WordPress 38%
DNN 22%
Joomla! 14%
Umbraco 13%
Orchard 7%
.NET CMS 6%
Microsoft Web Platform Installer Downloads

We can do better!
More developers, more sharing
More clients, more work
We know it inside out
We believe in it!
grow

Coming up
Present Umbraco
Fight your corner
Understand the audience
Shift attitudes
grow

Uncle Aristotle’s
Modes of persuasion
Ethos
Appeal to the presenter’s authority
E.g. history, clients
Logos
Appeal to the audience’s logic
E.g. features, statistics
Pathos
Appeal to the audience’s emotions
E.g. quotes, case studies
grow

Features
Open-source .NET CMS
No license!
Enterprise backbone
Widely supported
Mature and stable
Flexible architecture
grow

Story of BeerBods
Our favourite start-up
Online beer club
Simultaneous consumption
Community + Commerce
grow

Umbraco + .NET
MS integration and support
Enterprise backbone
Great value for money
More popular than you think
grow
Apache 38.6%
IIS 31.10%
NGINX 15.56%
Google web server 2.28%
Web server market share, NetCraft April 2014

Umbraco V WordPress
WordPress
Blogging
Consumer focus
Easy to setup
Convention
Umbraco
Business CMS
Developer focus
Easy to change
Configuration
grow

Umbraco V Drupal
grow
Umbraco
All-round CMS
.NET stack
Build first
Easier to upgrade
Drupal
All-round CMS
LAMP stack
Plugins first
Dependencies

Umbraco V SiteCore
grow
Umbraco
.NET stack
All-round CMS
Open-source
Wide client base
SiteCore
.NET stack
Marketing suite
Licensed
Big websites

Ticking all boxes
grow
Business CMS
Open-source
.NET stack
Developer focus
Future-friendly

Roles and personalities
grow
CEO
CTO
Marketing
Director
Project
Manager
Marketer Designer
Content
Editor
Developer

Motivations
grow
Is this going
to give me a
headache?
Can I
measure and
control
everything?
Will be able
to connect with
people?
Compatible
with our
systems?
Will it
constrain my
creativity?
Will it
minimise
conflict?
Marketer Designer
Will I be able
to do my job
easily?
Can I learn
awesome
things?
CEO
CTO
Marketing
Director
Project
Manager
Content
Editor
Developer

Default attitude
grow
:-| :-( :-(
:-)
:-(
Marketer Designer
:-| :-) :-)
CEO
CTO
Marketing
Director
Project
Manager
Content
Editor
Developer

Responds to…
grow
CEO
CTO
Marketing
Director
Project
Manager
Marketer Designer
Content
Editor
Developer

grow
Marketer Designer Developer
Opponent Champion
Junior Senior
CEO
Marketing CTO
Director
Project
Manager
Content
Editor
Power V Attitude

Easy sell
grow
Opponent Champion
Junior Senior

Hard sell
grow
Opponent Champion
Junior Senior

Fight club
grow
Opponent Champion
Junior Senior

Bad news
grow
Opponent Champion
Junior Senior

Homework
Breakdown marketing messages
Check your website content
Plan your next meeting / email
Close one deal next month!
grow

Remember
Credibility + features + stories
Know the competition
Beware of personalities
Shift attitudes to close the deal
grow

Go get them.
growcreate.co.uk
@theotron
grow

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Selling umbraco

1. Selling Umbraco Theo Paraskevopoulos Umbraco UK Festival 2014 grow

2. Theo Paraskevopoulos Technical Director, GrowCreate Meeting-room ninja growcreate.co.uk @theotron grow

3. grow Umbraco market share WordPress 69% Drupal 18% Joomla! 6% DNN 3% Umbraco 1% Others 3% Open-source CMS market share, Top 10,000 sites http://trends.builtwith.com/cms/open-source

4. grow Umbraco market share WordPress 38% DNN 22% Joomla! 14% Umbraco 13% Orchard 7% .NET CMS 6% Microsoft Web Platform Installer Downloads

5. We can do better! More developers, more sharing More clients, more work We know it inside out We believe in it! grow

6. Coming up Present Umbraco Fight your corner Understand the audience Shift attitudes grow

7. grow Present Umbraco

8. Uncle Aristotle’s Modes of persuasion Ethos Appeal to the presenter’s authority E.g. history, clients Logos Appeal to the audience’s logic E.g. features, statistics Pathos Appeal to the audience’s emotions E.g. quotes, case studies grow

9. Umbraco creds grow

10. Features Open-source .NET CMS No license! Enterprise backbone Widely supported Mature and stable Flexible architecture grow

11. Story of BeerBods Our favourite start-up Online beer club Simultaneous consumption Community + Commerce grow

12. Build my dream

13. Build a business

14. grow Fight your corner

15. Umbraco + .NET MS integration and support Enterprise backbone Great value for money More popular than you think grow Apache 38.6% IIS 31.10% NGINX 15.56% Google web server 2.28% Web server market share, NetCraft April 2014

16. Umbraco V WordPress WordPress Blogging Consumer focus Easy to setup Convention Umbraco Business CMS Developer focus Easy to change Configuration grow

17. Umbraco V Drupal grow Umbraco All-round CMS .NET stack Build first Easier to upgrade Drupal All-round CMS LAMP stack Plugins first Dependencies

18. Umbraco V SiteCore grow Umbraco .NET stack All-round CMS Open-source Wide client base SiteCore .NET stack Marketing suite Licensed Big websites

19. Ticking all boxes grow Business CMS Open-source .NET stack Developer focus Future-friendly

20. Understand the audience grow

21. Roles and personalities grow CEO CTO Marketing Director Project Manager Marketer Designer Content Editor Developer

22. Motivations grow Is this going to give me a headache? Can I measure and control everything? Will be able to connect with people? Compatible with our systems? Will it constrain my creativity? Will it minimise conflict? Marketer Designer Will I be able to do my job easily? Can I learn awesome things? CEO CTO Marketing Director Project Manager Content Editor Developer

23. Default attitude grow :-| :-( :-( :-) :-( Marketer Designer :-| :-) :-) CEO CTO Marketing Director Project Manager Content Editor Developer

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25. grow Marketer Designer Developer Opponent Champion Junior Senior CEO Marketing CTO Director Project Manager Content Editor Power V Attitude

26. Easy sell grow Opponent Champion Junior Senior

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29. Bad news grow Opponent Champion Junior Senior

30. Shift attitudes grow

31. grow CEO

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34. grow CEO Coach