Acquia is a tough company to grasp the first time around. I think that the office visit to Acquia really helped a lot of people come to understand the company better. Through this blog post, I am hoping to finalize this understanding by addressing parts of the company that I was not able to discuss in my presentation but that came up at the office visit.
As a reminder, Acquia is a software-as-a-service company that was founded by Dries Buytaert and Jay Batson in 2007 to help entreprises use Drupal, an open-source content management system. Dries Buytaert created Drupal and continues to be heavily involved with its improvement, while also serving as the CTO of Acquia. Acquia’s original offering was Acquia Cloud, a website management platform for enterprises hoping to scale Drupal. Recently, the company has expanded its offerings to include add-ons such as Cloud Site Factory, DAM (Data Asset Manager), Journey, and Lift. With these expanded offerings, Acquia has moved beyond the website management space to support customer interaction management and personalization. A few days ago, Acquia rebranded itself as “the open source digital experience company” to more fully encompass all of its offerings and better position itself for the future.
Now, I would like to briefly summarize Acquia’s remaining major products.
Acquia Lightning is a starter kit for Drupal 8, which enables non-technical users to begin the website creation process on their own. It simplifies the construction process with specialized tools that are not found on Drupal. In addition, Acquia Lightning continues to empower developers even after a website is launched by streamlining content publishing and campaign scheduling.
Acquia Digital Asset Manager is a digital storage solution based in the cloud that works seamlessly with Drupal and Acquia’s entire platform. DAM centralizes storage of a company’s digital properties, such as images, videos, and PDFs, and provides access to these items to every team member. Using machine learning, DAM provides keyword tags for media content, easing the organization of file storage.
Acquia Commerce is a tool for generating content-rich digital experiences for buyers. Acquia Commerce touches all processes relating to the buying experience, from the first contact all the way to the final sale. With this tool, users are able to create a digital experience that draws in customers and drives sales all on the cloud.
Acquia Lift is one of Acquia’s best new offerings. It is a marketing tool that uses big data to personalize customer experiences. Acquia Lift tracks visitor interactions, tendencies, and preferences to create a 360 degree profile on each visitor. Although this tool may seem like it crosses the creepy line, it provides entreprises with key insights to inform marketing strategies tailored directly to individual consumers. In this way, enterprises are empowered to create personalized digital experiences for each site visitor.
As we heard at the office visit, there is more to Acquia beyond its software products. Now, I am going to discuss two of these offerings — Acquia Engage and Acquia Partnerships.
As Acquia continues to innovate its product offerings as well as its brand image, it is important for the company to remain connected to employees, partners and customers, while also continuing to hear new perspectives and trends in the digital technology. Therefore, the leadership team designed a conference, called Acquia Engage, to serve this purpose. The goal of Acquia Engage is to bring together leaders in digital technology to discuss new developments and trends in their work and the industry in general. Even more importantly, the Acquia team uses the three day conference to update customers and partners on innovation at the company. Engage offers attendees the chance to be trained in integrating Acquia’s new developments into their daily operations and to network with other professionals at digital-focused companies. At this conference, Acquia also includes several talks featuring customer success stories after integrating its products into their business model. Finally, the conference offers three different tracks for the breakout sessions — build, manage, or optimize. The “build” track focuses on bringing ideas to reality as well as improving marketing techniques. The “manage” track is centered on scaling digital experience management and marketing operations. Finally, the “optimize” track concentrates on using data to inform, direct, and automate marketing campaigns.
Acquia Relationships (Customers and Partnerships)
Acquia has two types of relationships with other companies — customers and partnerships. The customer relationship is straightforward. In this relationship, Acquia provides its software to customers on a subscription basis. The basic subscription plan includes Acquia Cloud, the company’s core product. Customers are then able to add on other Acquia tools, such as Journey, DAM, Cloud Site Factory, and Lift, at separate prices. Although Acquia does offer a 30 day free trial of the Acquia Cloud, the rest of this relationship is subscription-based. The other relationship is partnership, which was brought up on our visit to the Acquia office. This partnership is between Acquia and another digital experience expert. It is often with firms that are leaders in digital technology with a certain niche that they bring to the table. Possible firms range from specialists in brand managers to storytelling marketers. These firms combine their expertise with the Acquia network to create the best digital experience possible for users.
I hope that this blog post is a good conclusion to our discussion of Acquia by rounding off the product offerings and discussing two things brought up at the office visit — Acquia Engage and Acquia Partnerships. Acquia has a lot of potential. It has innovated very well, placing itself in a position of success as the place for digital experience management.