Acquia, the trading company built on the basis of the open source Drupal content management system has pushed to be more of a publishing platform in recent years, using several strategic acquisitions to move on to managing the customer experience and today the company has announced a new approach to development and marketing on Drupal Cloud.
This implies bringing together developers and marketing experts under the umbrella of the new Acquia Open the DXP platform. This approach has two main components: "What we have been working on is a deep integration into our suite and the putting together of our new basic Drupal Cloud offer and our new basic Marketing Cloud offer", Kevin Cochrane, senior vice president of marketing of product at Disse Acquia.
The offerings bring together a series of acquisitions made by the company in the last year, including Mautic for marketing automation in May 2019, Cohesion for the development of low codes in September and AgileOne in December for a data platform for customers ( CDP).
Cochrane says the company is leveraging these acquisitions along with internally developed tools and the upcoming release of Drupal 9 to offer a platform approach for customers where they can create content on the Drupal Cloud side and leverage customer data on the Marketing Cloud side.
On Drupal Cloud, the company offers a set of tools that includes an integrated development environment (IDE) in which developers can create services, while marketing experts get a low code offer, in which they can drag content and design components from a library of offerings that may come from internal sources or the open source community. It also includes other components such as security and content management.
Marketing Cloud is the level of data in which companies collect and manage customer data with the aim of offering a more personalized and meaningful experience in a digital context.
Marketing automation tools have moved in recent years with the aim of offering customers a unique and meaningful experience by using the vast amount of data available to create a more complete picture of the customer and offer them what they need, when they need it in a digital context format. This involved building a digital experience platform (DXP) and a customer data platform (CDP).
By combining these different elements, Acquia is trying to put itself in a position to compete directly with the big players in this space such as Adobe and Salesforce by offering a similar unified approach.
View Equity Partners purchased Acquia last September for $ 1 billion. At the time, the founder of the company Dries Buytaert said that one of the advantages of being part of Vista was to get the resources to compete with the biggest companies in this space, and today's announcement could be seen in that light. .
