Open Source’s Best Kept Secret: Marketing Automation with Mautic
A presentation at DrupalCon Europe 2021 by Ruth Cheesley
Open Source’s Best Kept Secret Marketing Automation with Mautic Ruth Cheesley - Mautic Project Lead @RCheesley
Ruth Cheesley Mautic Project Lead @ Acquia 18+ years using and contributing to open source projects (mostly Joomla! but don’t hold that against me! Located in Ipswich, U Working full time supported by Acquia as Project Lead for Mautic. ) K @RCheesley
What is Marketing Automation? What is Mautic? What does it do? How does it work? PRESENTATION AGENDA Why are Mautic + Drupal the perfect combination for growing organisations and agencies Getting started with Mautic How Drupalists can contribute to the Mautic project and community @RCheesley
WHAT IS MARKETING AUTOMATION? @RCheesley
Traditional Email Marketing Is Single Channel Focused • Tracking email and link engagement • No knowledge of activities on other channels • Limited ability to track and nurture the journey of a contact through the buying cycle • Simplistic personalisation of emails (first name), basic automation features Photo by Brett Jordan on Unsplash @RCheesley
Traditional Email Marketing Often Lands In The Spam Box Because: • One message sent to all - little customisation; • Feels like ‘being sold something’ (which may not be relevant to you); • Does not consider the contact’s position in their journey with the brand; • Message is often inappropriate or not of interest to the recipient => Spam! @RCheesley
Marketing Automation Requires A Combination Of Software And Strategy • Enables nurturing of prospects with highly personalised, useful content which helps convert them into customers • Places the customer at the centre of everything and focused on developing a trusted relationship • Reduces points of friction in the customer journey • Does not end when the sale is made! Photo by Austin Distel on Unsplash @RCheesley
WHAT IS MAUTIC? @RCheesley
A Fully Featured, Open Source Marketing Automation Platform • GPL v3 and similar stack to Drupal Symfony 4, Composer support • Supported by a young but growing community • We welcome new contributors! @RCheesley
Our vision is to be the ultimate fully featured and scalable marketing automation layer that can stand alone or be dropped into any existing tech stack, enabling organisations to seamlessly deliver an integrated, personalised digital experience that delights marketers and customers alike. @RCheesley
WHAT DOES IT ACTUALLY DO? @RCheesley
Mautic Solves Critical Digital Marketing Problems • Everything about the customer in one place • Send personalised transactional and marketing communications through multiple channels • Interact consistently across multiple channels based on their profile and behaviour @RCheesley
Mautic Enables You To Capture Visitor And Customer Insights With: • Website/app tracking; • Interaction tracking (open, click, reply); • Data capture (forms); • Call to action prompts; • Third party integration (CRM, ePOS etc). @RCheesley
Mautic Enables Truly Effective Multi-Channel Marketing • Create fully configurable campaign workflows across multiple channels including: • Email; • SMS; • Browser notification; • Push notification; • Web-based popups, bars and modals; • Your custom integrations! @RCheesley
HOW DOES IT WORK? @RCheesley
Mautic Builds A Profile For Visitors And Known Contacts • JS script embedded through Drupal plugin or directly on the page (integrates with cookie tools) • Build a profile of a visitor’s activity across all channels • Synchronise the profile with other tools in your tech stack @RCheesley
A centralised customer profile @RCheesley
Detailed, cross-channel contact activity log including scheduled communications @RCheesley
Mautic Allows You Complete Control Over Segmenting Contacts • Simple query builder with and/or options • Use fields, segment membership, stages, points and more to segment your contacts • Build segments at regular time intervals (powered by cron jobs) Image by Bernd Prokop from Pixabay @RCheesley
Easy to configure @RCheesley
Mautic Provides An Intuitive Drag-And-Drop Journey Builder • Click to select, drag to move, clean user interface • Enables building a campaign journey using decisions, actions and conditions • Affirmative and negative paths to fully build out your campaign workflows Image by Harry Fabel from Pixabay @RCheesley
Building a Campaign ! Decision Action A decision is made when a contact takes action or not • • • • • • • • Device, brand or OS use Downloads an asse Requests dynamic conten Submits a for Visits a pag Opens emai Clicks on emai Replies to email ◎ An action is something executed in Mautic • • • • • • • • • Send Emai A condition is based on known profile field values or submitted form data • Send SM Adjust company/contact scor Add Do Not Contac Remove from Campaig Change Campaig Send Webhoo Update contact/compan etc….
Condition Are in/not in specified campaigns or segment • • • • • • • Used a specific device, brand or O Value on contact profil Owner of contac Contact tag Form field valu Has an active notificatio Had a valid email address S e t d y n n e t t n t l e k m l e s l S s @RCheesley
Mautic Enables Creation Of Beautiful Emails And Landing Pages • Open source framework GrapesJS • MJML-based fully responsive email themes • Drag-and-drop, fully configurable interface • Fully customisable - add your own components and blocks, style to your own requirements Image by Rudy and Peter Skitterians from Pixabay @RCheesley
Quickly build beautiful responsive emails with no code @RCheesley required (but code mode is available)
Worked Example: Estate Agents Using Mautic @RCheesley
Intuitive drag-and-drop campaign journey builder @RCheesley
Decision ! A decision is made when a contact takes action or not Intuitive drag-and-drop campaign journey builder @RCheesley
Action ◎ An action is something executed in Mautic Intuitive drag-and-drop campaign journey builder @RCheesley
Condition
A condition is based on known profile field values or submitted form data Intuitive drag-and-drop campaign journey builder @RCheesley
Top of the Funnel (TOFU) Awareness Interest Understanding what the visitor is looking for. Segment by location, requirements and budget. Focus on getting viewings: Filling of enquiry forms. Use points/stages to move through the process • Goal: Capture information and arrange a viewing • Property-specific and intent identification landing pages • Advertising campaign landing pages • Tracking of referral source, interactions and engagement • Segment and score based on behaviour / activity • Show relevant / appropriate CTA’s, send relevant properties / opportunities @RCheesley
Surface Properties That Match Their Requirements • Dynamic content on website and email feature properties which match their profile • “If in (or not in) this segment, show this content” • Integrate with existing tools to pull in filtered information @RCheesley
Landing page designed to determine intent, and identify the anonymous visitor @RCheesley
Show That You Understand The Customer • Virtual or live viewing options • Opportunity to ask questions • Further opportunity to understand intent • Explicitly gaining consent for this purpose @RCheesley
Middle of the Funnel (MOFU) Deepening the customer profile to determine financial viability and readiness to proceed. Building trust in the brand and developing relationships. Qualification • Goal: Prioritise customers by likelihood to complete • Progressive profiling to gather more information on customer • Use points to prioritise customers based on readiness to convert • Assign high-worth customers to specific team or individual • Focus strongly on trust and nurturing confidence in the brand “why would I go anywhere else?” @RCheesley
Bottom of the Funnel (BOFU) Awareness Interest • Goal: Close the deal and delight the customer • Opportunity to cross sell services (e.g. mortgage application, life insurance, removals services) • Set expectations post-close (e.g. process for picking up keys, day before reminder checklist) Qualification • Provide useful resources (eg refuse collection dates, local authority contact, council tax forms) • Thank the customer for trusting you (tie in with a Close gift on move in day) • Customer satisfaction surveys / reviews @RCheesley
WHY MAUTIC + DRUPAL? @RCheesley
Mautic + Drupal exploding sector for growth. Own your own data, freedom COMMUNITY Digital Experience is an can adopt easily. FREEDOM sites and applications. Symfony-based, developers GROWTH INTEGRATION Full integration with Drupal as Drupal - GPL v3. SYMFONY LICENSE Same open source license A worldwide community of to extend and grow. open source contributors. @RCheesley
GETTING STARTED WITH MAUTIC @RCheesley
Self-Hosting @RCheesley
Mautic Community Partners • Contribute financially to support Mautic, AND • Actively contribute on a consistent basis within the community across our monitored channels. mau.tc/partners @RCheesley
Getting started with Mautic • • 1 2 3 4 Download Install Configure Integrate mautic.org/download packagist.org/packages/ mautic/core • • github.com/mautic/mautic hub.docker.com/r/mautic/ mautic • • • • • GUI-based installer • • • Set up cron jobs (required) • Install any other modules you might need DDEV native support Gitpod support WIP Install Drupal tracking module d.org/project/mautic tracking preferences etc Command line installer Composer-based installer Set up email transport, • Configure any integrations required (e.g. CRMs) @RCheesley
@RCheesley
CONTRIBUTING TO MAUTIC @RCheesley
Many Opportunities To Get Involved! • Teams meet fortnightly on Slack, asynchronously and open to all (get an invite at mautic.org/slack) - channels prefixed with #t-<team> • Tiger Teams - small groups with a focus on a specific area (e.g. email deliverability, accessibility, Campaigns, Forms, etc) - prefixed with #tt-<name> • Working Groups - formed for a specific focus, e.g. organising a conference, managing the website, writing the newsletter - prefixed with #wg-<name> https://contribute.mautic.org/contributing-to-mautic @RCheesley
Jira Board per Team (Public) https://mautic.atlassian.net/jira @RCheesley
Issue Triage • Help with triaging by reviewing Needs Triage issues • Issues without PRs associated likely need a fix • Bounty label = funded issue - check for details in the issue @RCheesley
Testing PRs • gh repo clone mautic/mautic, cd into directory • DDEV start • If a bug, test before applying the PR • gh pr checkout <number> to check out a PR • Leave findings in a review on the PR in GitHub (Assumes use of DDEV and GitHub CLI) @RCheesley
Building The Community • Mautic Conference Europe in Hasselt, Belgium on 8th November & Community Sprints on 9th November - volunteers needed! • Supporting on the forums and Slack • Ideas to help us promote Mautic better • Supporting our Drupal-based site (it needs a redesign quite badly!) @RCheesley
Join Us In Person For The First Ever Mautic Conference Europe! • Conference on Mon, 8th November in Hasselt, Belgium, Community Sprints on Tuesday, 9th November. • Come and learn about Mautic, contribute to the community and have a great time! • More information at https://mauticon.mautic.org (sponsor opportunities also open!) @RCheesley
Join Us On The Acquia Booth For A Follow Up Chat • Join me for a follow up chat on the Acquia booth at 1650 (about one hour after this session!) • Come and bring your questions! @RCheesley
Don’t Miss The DrupalCon Contribution Sessions This Week • Mentored contribution Thursday 1400-1700 • First time contributor workshop tomorrow 1400-1700 • General contribution 6 Oct 0900-1200 and 5/7 Oct 1400-1700 Online at https://drupalcontributions.opensocial.site/ @RCheesley
Ruth Cheesley Mautic Project Lead @ Acquia ruth.cheesley@mautic.org Feedback: https://events.drupal.org/europe2021/schedule/all What questions can I answer? @RCheesley
Mautic is an open source marketing automation platform and one of the “best kept secrets’’ in the industry. With Mautic, you can manage campaigns, track visitors on websites, display personalized content dynamically, and integrate with many other systems (including Drupal). Get big budget functionality out of an open source tool that anyone can use. This session will show you:
- What Mautic is and how it works
- Why it is such a great companion to Drupal
- Why Mautic is a perfect choice for your organization
- How agencies can expand their offerings using the same tech stack
- How you can help the community
The Mautic community is much smaller than Drupal so there are many opportunities to have a big impact. With world class features like a visual, drag/drop journey builder and contact segmentation, the project packs a massive amount of power into a widely accessible PHP based project.
Resources
The following resources were mentioned during the presentation or are useful additional information.
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Mautic’s Website
The main hub for all things Mautic. Visit the download page to access the production-ready installer.
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Jira boards
Each team in the community has a Jira board where they plan longer term work, tasks and projects.
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Get an invite to Slack
Join the Mautic Community on Slack!
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Mautic Forums
The main place for support is the Mautic Community Forums.
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GitHub
Mautic on GitHub.
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Community Handbook
The place to go for all things community!
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Documentation (end-user)
End-user documentation.
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Documentation (developer)
Developer documentation.
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Mautic Conference Europe
The first ever in-person Mautic conference - 8th November in Hasselt, Belgium with community contribution opportunities on the 9th November.
