Nearly every aspect of the insurance industry is undergoing an unprecedented shift. Disruptive startups, evolving customer demands, burgeoning data availability, and other factors are upending the long-standing status quo. Today’s insurance providers are challenged to attract and retain customers in this increasingly commoditized category. And it all starts with the right digital foundation. In this webinar, we’ll weigh the pros and cons of leading Content Management System (CMS) platforms for insurance, focusing on Drupal, WordPress, and SharePoint through the lens of different departmental buyer perspectives. Join this webinar and learn: - Why Drupal is a strong fit for the insurance industry - The most important criteria for stakeholders in digital transformation (marketers, business leaders, and developers) to compare CMS options - The 3 key features of a successful CMS for insurance: Scalable, Intelligent, Simple

1. CMS Buyer’s Guide
for Insurance
June 18, 2019

2. Speakers
Bill Shaouy
Sr. Business Analyst
Mediacurrent
Tom Wentworth
SVP of Product Marketing
Acquia

3. Today’s Agenda
● The Experience Economy
● Priorities for Insurance Companies
● What Is Content Management
● Acquia Drupal vs. Proprietary CMSs
● Open Source: Drupal & Wordpress
● Already on Drupal? Why upgrade to Drupal 8
● Q & A

4. Tom Wentworth | Acquia | @twentworth12
There's
nothing
in the world
more
powerful
than a
good story
YOU ARE IN THE EXPERIENCE
ECONOMY

5. Tom Wentworth | Acquia | @twentworth12
EXPERIENCES SURROUND YOU

6. Tom Wentworth | Acquia | @twentworth12
You can win with the best product
You can win with the lowest price
You win with the best experience

7. ©2018 Acquia Inc. — Confidential and Proprietary

8. ©2018 Acquia Inc. — Confidential and Proprietary
Deloitte Center for Financial Services:
2018 Insurance Outlook
In an increasingly crowded and
commoditized market undermined by
minimal customer loyalty, many auto
insurers are looking to differentiate
their value beyond price to maintain
or raise customer satisfaction.
8

9. ©2018 Acquia Inc. — Confidential and Proprietary
Customer Experience is Digital Experience
9
(Forrester, The State of Digital Insurance, 2018; Landscape: The Digital Insurance Strategy Playbook)

10. ©2018 Acquia Inc. — Confidential and Proprietary
Gartner & LOMA
Joint North American Life Insurer Survey
Transformation to digital business
has been difficult for many life
insurance businesses and IT
leaders as they try to build the
case for innovation and change,
but have a traditional culture
which has proven resistant to
change.
10

11. Top Priorities for Insurers
1. Loyalty & revenue growth
2. Operating efficiency & cutting expenses
3. Using data & analytics to improve conversion
4. Using technology to improve customer experience
5. Competing or collaborating with emerging InsurTech
Source: Forrester: Trends 2017: North American Digital Insurance; Lead Your Company's Journey to Mastering Digital Business

12. ©2018 Acquia Inc. — Confidential and Proprietary
Insurance companies are investing in new technologies to improve capabilities

13. ©2018 Acquia Inc. — Confidential and Proprietary
The Forrester Life Insurance Wave™: US Sales Websites,
Q2 2018
Source: The Forrester Life Insurance Wave™: US Sales Websites, Q2 2018

14. Content is the hero of every great experience
“Many US Life Insurance companies seem to think their
website doesn’t matter. Many US life insurers are
leaving money on the table for smarter competitors.
They offer poorly designed websites that miss crucial
content and functionality and can be hard to use.”
Source: The Forrester Life Insurance Wave™: US Sales Websites, Q2 2018

15. Why? Technology is getting in the way!
Data is
everywhere
Manual
decision
making
No 360º view
of the
customer
Inconsistent
user
experience
Unstructured
content
Fragmented
analytics
Duplicate
content
Lack of
Integrations
Organizational
silos

16. Customer experience silos
Experience
Content
Data
Experience
Content
Data
Experience
Content
Data
Experience
Content
Data
WEB E-MAIL AGENTS SOCIAL
Experience
Content
Data
CRM

17. Eliminate silos to deliver great digital experiences
WEB E-MAIL AGENTS SOCIAL CRM
Content
Data
Content
Experience
Data

18. Content is the hero of every great experience
A content management system (CMS) is a
software application that facilitates and manages
the creation and modification of digital content.
It typically supports multiple users working
collaboratively.

19. Transactional
Behavioral
Third party Headless
Email
Social
Mobile
Web
Commerce
Structured
Unstructured
Rich Media
Digital experience platforms move beyond CMS
Unified content and data create a seamless 1:1 customer experiences everywhere
CMS
Data
Governance
Experience

20. EXPERIENCE
FACTORY
MARKETING
HUB
Customer
Success &
Support
Services
Endpoints&MartechIntegrations
ACQUIA
DAM
MAUTIC OPEN
MARKETING
CLOUD
ACQUIA
LIFT
ACQUIA
JOURNEY
COMMERCE
MANAGER /
FRAMEWORK
DRUPAL (ACQUIA LIGHTNING)
UNIFIED PROFILE MANAGEMENT
ACQUIA CLOUD ACQUIA CLOUD SITE FACTORY
Dev Tools — Acquia Dev Desktop / Acquia Cloud CD / Acquia Pipelines
Acquia’s Open Experience Platform

21. Acquia Drupal vs.
Proprietary CMSs

22. CMS SELECTION
IS AN ALL-HANDS DECISION

23. Stakeholder Perspective: Business Leader
Evaluation criteria:
– Scale vs. simplicity
– Cost control
BUSINESS LEADER

24. Stakeholder Perspective: Marketer
Evaluation Criteria:
– Personalization (building customer
loyalty)
– Seamless authoring experience
– Martech integration
MARKETER

25. Stakeholder Perspective: Developer
DEVELOPER
Evaluation Criteria:
– Flexibility
– Data security
– Experience management

26. ©2018 Acquia Inc. — Confidential and Proprietary
Acquia Drupal, Adobe, and Sitecore Lead
26

27. Leaders and Perspectives
Adobe Experience
Manager
Acquia Drupal
BUSINESS
LEADER
Lower license cost Higher license cost,
but access to
company
Higher license cost, but
access to company
Integrates with most
major marketing
automation platforms
Integrates with Adobe
Marketing Cloud
Out-of-box marketing
functionality
Structured content
enables complex
queries
File-based,
unstructured content
limits queries
Best for Microsoft
shops; content in
multiple databases
MARKETER
DEVELOPER
Sitecore

28. Open Source:
Drupal & Wordpress

29. The Value of Open Source
Freedom
Proprietary software = locked
source code, slow release cycles,
limited integrations
No licensing fees
Lowers total cost of ownership
Minimize IT costs with cloud-computing
technologies

30. The Open Source Leaders: Wordpress & Drupal
Wordpress
- Powers 34%+ of all websites
- 60%+ of CMS market
- Better for simple requirements
Drupal
- 2%+ of all websites
- 4%+ of CMS market
- Better for complex requirements

31. Building with WordPress
– Preformed shapes
– These preformed shapes = plugins
– Best for personal projects or simpler requirements.

32. Building with Drupal
– Like building with smaller Lego blocks; build
whatever you can imagine
– More highly configurable plugins
– Best for large businesses or complex requirements.

33. Ten Years Ago
PowerandFlexibility
Complexity and Learning Curve
Drupal was more
powerful. WordPress
had a lower barrier to
entry.

34. Today
PowerandFlexibility
Complexity and Learning Curve
Both have expanded to
address their
deficiencies. But their
relative strengths
remain the same.

35. Perspectives on Drupal and Wordpress
WordPressAcquia Drupal
BUSINESS
LEADER
Low license cost with Acquia value
add, free otherwise
Low license cost with vendor value
add, free otherwise
Integrates with most major
marketing automation platforms
Integrates with some major
marketing automation platforms.
Easy admin and authoring.
More flexible and extensible,
higher barrier to entry
Less flexible and extensible, lower
barrier to entry
MARKETER
DEVELOPER

36. Drupal: A Strong Fit For Insurance
– Highly scalable
– Manageable investment
– Customer loyalty through personalization
– Intuitive authoring experience
– Integrates with your martech stack
– Secure
– API-first

37. A Word About Forms
Many, many insurance use cases
involve the use of forms.
Yet even now, many insurance
companies still conduct some of their
transactions through manual forms.

38. Decoupled Drupal for a Broader User Experience
Standard Drupal
Content
Management
System
Content
Management
System
Front End
Mobile App
Digital
Signage
Web Browser
Kiosk
End User
End User
Decoupled Drupal

39. ©2018 Acquia Inc. — Confidential and Proprietary
Sallie Graves
CIO, MagMutual
Our Drupal platform allows our
team to adapt very quickly to
change marketing strategies as
we continue to grow and evolve
with our customer base.
39

40. Prepare for Drupal 9
Upgrading to Drupal 8 now is the best
way to prepare for Drupal 9.
Acquia and Mediacurrent can effectively
partner with insurance organizations to
develop personalized customer
experiences by leveraging Drupal and
best-in-class strategy, design and
development services.

41. Thank you!
Questions?
Contact info:
● Bill Shaouy, bill.shaouy@mediacurrent.com
● Tom Wentworth, tom.wentworth@acquia.com