Open Source’s Best Kept Secret: Marketing Automation with Mautic

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, UK Working full time supported by Acquia as Project Lead for Mautic. @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 Condition A decision is made when a contact takes action or not An action is something executed in Mautic A condition is based on known profile field values or submitted form data • • • • • • • • Device, brand or OS used Downloads an asset Requests dynamic content Submits a form Visits a page Opens email Clicks on email Replies to email • • • • • • • • • Send Email • Send SMS Adjust company/contact score Add Do Not Contact Remove from Campaign Change Campaign Send Webhook Update contact/company etc…. Are in/not in specified campaigns or segments • • • • • • • Used a specific device, brand or OS Value on contact profile Owner of contact Contact tags Form field value Has an active notification Had a valid email address @RCheesley

Creating a simple campaign @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

Decision Condition Action A decision isismade AAn condition on a action isbasedwhen contact takes action or not known profile field values something executed or submitted form data in Mautic 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 github.com/mautic/ recommended-project • • 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 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 • Use gitpod.io (link on all PRs), or • Check out locally with 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 Developer Days - working on Symfony 5 migration, PHP 8 support, Composer support and more - come and join our sprint room! • 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 Online At Mautic Conference Global 2022 On 8-9 June! • Online conference happening on 8-9 June 2022 • 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

Ruth Cheesley Mautic Project Lead @ Acquia ruth.cheesley@mautic.org What questions can I answer? @RCheesley