Open Source Meets Marketing: Enhancing The Digital Experience With Mautic
A presentation at OpenFest Bulgaria 2019 in in Sofia, Bulgaria by Ruth Cheesley
Open Source Meets Marketing Enhancing the Digital Experience with Mautic Ruth Cheesley - Mautic Community Manager @RCheesley
Short Background About Mautic: About me: Started as an Open Source marketing automation project in 2014 - mautic.org Ruth Cheesley Mautic Community Manager, Acquia Commercial business offering Mautic Open Marketing Cloud SaaS (Mautic Inc.) established in 2016 - mautic.com Mautic Inc. acquired by Acquia in May 2019, Acquia supporting the Mautic community in a similar way to how they support Drupal. My background: ● 18 years Open Source user & contributor (Joomla!, Kubuntu and Mautic) ● Built & grew a full-service digital agency ● Power user of Mautic ● First time in Bulgaria! @RCheesley
WAIT … DIGITAL EXPERIENCE? Image by ErikaWittlieb from Pixabay @RCheesley
Creating a consistent, personalised brand experience across multiple touchpoints in all channels used by the customer and the company Image by Daria Nepriakhina on Unsplash @RCheesley
Show of hands: I feel my company/organisation provides a good, consistent digital experience across all channels Image by Daria Nepriakhina on Unsplash @RCheesley
Source: Defining Digital Experience Report, Clicktale/CX Network - March 2019 @RCheesley
Unable to deliver a personalised experience Disjointed, inconsistent digital experience Lack of consolidated data Image by Elias Sch. from Pixabay @RCheesley
80% 70% 47% larger sales volume if leads are nurtured appropriately Source: The Annuitas Group Image by fancycrave1 from Pixabay of prospects are not in buying mode when they first interact with a company Source: Marketing Sherpa of shoppers touch at least one digital channel during their purchasing journey Source: McKinsey & Company @RCheesley
SO, WAIT, WHAT IS MAUTIC? Image by ErikaWittlieb from Pixabay @RCheesley
Mautic is a fully-featured, Open Source Marketing Automation platform which automates and measures marketing efforts, integrating and personalising digital properties in all channels, delivering seamless customer experiences. Image by Daria Nepriakhina on Unsplash @RCheesley
Mautic Solves Critical Digital Marketing Problems WEBSITE TRACKING LANDING PAGES WEB FORMS PROGRESSIVE PROFILING CONTACT MANAGEMENT AUDIENCE SEGMENTATION AUTOMATED CAMPAIGNS EMAIL MARKETING MULTI-CHANNEL COMMUNICATIONS DYNAMIC CONTENT CONSUMER SCORING ACCOUNT-BASED MARKETING THIRD PARTY INTEGRATIONS REPORTING & ATTRIBUTION DASHBOARD ANALYTICS A/B TESTING @RCheesley
Customer adds product to cart, coupon reminder is displayed New customer acquisition Customer finds you online and clicks through to a resource Customer opens email, clicks through to page Coupon code applied in shopping cart, customer completes purchase Conversion Customer presented with discount coupon and provides email address Customer identified, profile connected with activity, email sent with coupon If email is not opened, send reminder in 1 week Customer receives confirmation email (and SMS if desired) Shipping updates Feedback survey @RCheesley
Customer adds products to cart and has others recommended Customer retention Customer provides their product preferences Customer profile updated according to their preferences Customer opens communications, clicks through to view offers Customer receives loyalty points and is incentivised to shop again with offers Customer receives targeted communications with relevant offers Customer profile builds, showing their interests and engagement If communications are not opened, send reminder @RCheesley
Online to offline marketing Customer finds you online and clicks through to a resource Customer receives printed brochure with customised offers related to their interests Customer returns to the site, and books using their offer code Coupon code associated with booking Conversion Customer at early enquiry stage, requests a brochure with address details Customer identified, profile connected with activity Customer receives confirmation via preferred channel (email, SMS, post) Send trigger to Deutsche Post via 3rd party plugin @RCheesley
SOUNDS GREAT! HOW DO I GET STARTED? Image by ErikaWittlieb from Pixabay @RCheesley
Linux L Linux NGINX E/A Apache MySQL M MariaDB PHP P PHP @RCheesley
Come to the workshop tomorrow! 11.30am in Workshop Lounge 2
1 2 3 4 5 io n rm at fo rn ey ou s ur ce so in ds le a le ad rt ur e Nu ct Co lle a pi xe l st om er j cu td at ec Co nn e m in te r De ki ng st al lt ra c In
Or … use one of the many CMS integrations!
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1 2 3 4 5 io n rm at fo rn ey ou s ur ce so in ds le a le ad rt ur e Nu ct Co lle a pi xe l st om er j cu td at ec Co nn e m in te r De ki ng st al lt ra c In
Integrations ▶ Customise Mautic with Plugins, Integrations and REST API @RCheesley
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Focus items (including exit intent) Gif and image from Cactus Automation
Progressive Profiling Progressive Profiling
- Automatically gather new, different information from your return visitors - Move contacts between segments based on new information - Automatically deliver relevant content based on their needs and interests
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Audience Segmentation ▶ Build Target Lists Based on Demographic/Behavioural Data @RCheesley
Multiple Channels Think outside the (in)box Don’t limit yourself to just email. Personalisation can and should be applied across all your channels. Don’t assume anything. “I’m B2B, we don’t send text messages.” @RCheesley
Drag & Drop Campaign Builder ▶ Launch Personalised, Multi-channel Campaigns Quickly @RCheesley
Dynamic Content Tailor your email content based on user demographics or behaviour ★ ★ Region 2 Region 1 @RCheesley
Dynamic Content Apply the same tactics on your website ★ ★ Known Unknown @RCheesley
Email Templates ▶ Quickly Create Effective, Personalised Emails @RCheesley
A/B Testing ▶ Simple A/B Testing for Emails and Landing Pages @RCheesley
Integrated Campaign Reporting ▶ Measure your campaigns with customisable reports @RCheesley
Explore Mautic github.com/mautic/mautic mautic.org transifex.com/mautic/mautic mautic.org/slack forum.mautic.org Image by rawpixel from Pixabay @RCheesley
Thank you What questions can I answer? Ruth Cheesley Mautic Community Manager ruth.cheesley@acquia.com @RCheesley
In a world where a positive digital experience can mean the difference between winning and losing a customer, cross-channel personalisation and a deep understanding of the customer journey is key.
Find out more about how the world’s first Open Source Marketing Automation platform Mautic enhances the Digital Experience in this talk from Ruth Cheesley, Mautic Community Manager at Acquia.
We will dive into what Marketing Automation is, how you can use Mautic to learn more about your customers, and explore some practical ways in which this has resulted in tangible results for businesses.
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Resources
The following resources were mentioned during the presentation or are useful additional information.
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