Marketing Automation

What is Mautic

Mautic is the first Open Marketing Automation platform


Mautic is a free open source Marketing Automation software. Nowadays, one of the biggest marketing challenges, in an overloaded world, is how to deliver the right content to the right person at the right moment. Marketing Automation is a knowledge area dedicated to this. Obviously, the software industry tries to associate “Marketing Automation” with software, but the concept is much more developed.

What exactly is Marketing Automation? Before We can explain that, We need to show how internet transformed marketing and sales.

How internet changed Marketing and Sales processes

Let’s imagine typical marketing and sales processes where marketing is responsible only for create a consumer interest.  There are many methods about creating interest, one of most common is AIDA.

Ok, the marketing department always was recognized as the creative guys behind banners, ads, commercials, and catalogs. They didn´t need to understand so much about the product, just the main features, and advantages necessary to create “Works of Art”.

Marketing goals always were delivered as a list of interested leads. These leads had a superficial understanding of the products and services. Marketing mission was completed, that’s was the end of their responsibility.

With interested leads in hands, Sales had the obligation to explain everything about the products, competitors and all content to guide consumer decision.

Image source: https://stevepatrizi.com/2012/10/23/the-new-marketing-sales-funnel/

We can see in image above, on the left side who was responsible for each step in the sales funnel, it´s clear that marketing delivered a lead “less ready to buy”.

Now is different, with internet, social media and google, consumers,are searching, evaluating and deciding new suppliers through internet, in a self-service way, without human contact. In all industries, this movement is happening. They are consuming all content available on internet to learn about products and services, but the most important, deciding which company is the best option for them.

How Marketing Automation platform support Marketing teams

Probably you agree with me that Marketing responsibilities increased. Let´s see again the funnel image on the right side. Now, Marketing needs to educate the leads before sending to sales, no for an option choice, they are forced, because, if they don’t do that, consumers will find another company who does.

Companies need to be on customer ways during this search, this is where everything starts. Profits borns that.

With this news attributions, Marketing teams need tools to Attract, Engaged, Educate, Convince and Report best actions to deliver “leads more close to buying”. Marketing Automation Platform support this process, if CRM is the professional sales software, Marketing Automation is the Marketing professional Software.

What Mautic platform does?

All Marketing Automation platforms work on SaaS model. The SaaS benefits are simple, customers don´t need to worry about tech settings. Therefore they charge $700 per 2,000 contacts per month on average.

We have many companies in this market:

Mautic is the only free, open source and unlimited.

If you use WordPress, you know the advantages to have a platform where you can change everything. Let´s get a turn in Mautic features:

1) Lead Management

Manage all your contacts efficiently. Mautic has tools to efficiently manage your contacts, such as creating fields, inserting comments, filters and sending e-mails. You can manage your contacts better than a typical sheet because all team could have logins to access Mautic through web.

print screen Mautic lead management

Mautic has many options to support the lead/customer management

 

Mautic engagement chart

Mautic track all lead engagement, as email opening, web page hit.

2) Lead Tracking

In your email tool, like Mailchimp, you can know who clicked or opened your message. With Google Analytics you know the pages that had the most hits, but you can’t know WHO accessed that content. With Mautic, you get to know who clicked on your email, what page he went to, what pages he signed up for, a complete view of the points of contact between your leads and your company. This is because Mautic generates code similar to Google Analytics, for you insert into the pages of your site.

Mautic Lead Timeline

Mautic Lead Timeline

 

3) Email Marketing / Lead Nurturing

Lead Nurturing is the main goal for the adoption of Marketing Automation. With Mautic you can implement your Relationship Ruler and in that way create automatic email sequences that can be customized and configured in detail according to the purpose of your campaign. Let’s say your company wants to send relevant information to your leads every week to keep the contact warm and active. Unlike the traditional email triggers, that you need to configure each message and push send, with Mautic you configure the frequency and messages the rest the Mautic does for you.

Campaign Mautic

Campaign Mautic

4) Landing Pages Builder

The landing page is the first page your lead visits from your company. Many experts consider landing page optimization as the primary marketing tool to deliver the expected results. With Mautic you get a powerful page creation tool and forms that through click and drag you can create efficient pages in minutes.

Mautic Landing Page builder

Mautic Landing Page builder

 

Landing Page Mautic

Landing Page Mautic

5) Lead Scoring

One of the main sales activities is to identify potential customers. This identification goes through several criteria and each company adopts one when it comes to setting up their prospecting list. This filter to reach the ideal customer happens automatically in the mind of the sellers. Some separate by the billing of the prospects, others the fact of already having a contact within the company. Everyone involved in sales is looking for a way to optimize their efforts by finding a list of potential customers that are within the target sought. This collection and filtering time is so great that surveys show that 70% of salespeople’s time is spent looking for prospects for their list.

The goal of Lead Scoring is to deliver a list of qualified leads, leads that are closest to the conversion. With Mautic you can assign points for every action your leads make. Imagine creating a list with only the prospects who opened 70% of your emails and spent more than 1 minute on your services page and who is in the segment and billing you want, looks promising do not you think? Starting a conversation after so many interactions, in addition to increasing the probability of sale, reduces your cycle.

Lead Scoring Mautic

Lead Scoring Mautic

6) Campaign Overview

Visualize with a smart panel the progress of all campaigns and actions.

Mautic email report

Mautic email report

7) Integrations with CRM and other tools

You can download Mautic and integrate with the tools and systems you want. Mautic also has integrations ready with the main tools of the market.

Plugins Mautic

Plugins Mautic

Mautic for Marketing Departments

The daily charge for results, a frantic change in the digital marketing landscape with new tools and formats. Manage and charge employees and multidisciplinary service providers. Hire multiple marketing tools to streamline and analyze reports. Check marketing efforts. Generate more leads and results with the same budget. Reducing the speed of new times is impossible, now improving the efficiency of your time and your team is possible with Mautic.

With Mautic you can reduce the number of tools, measure marketing efforts, and reduce reliance on IT for creating new online campaigns. Starting Marketing Automation is very costly, and often difficult to advocate for the board to its adoption. With Mautic you can set up a lab and prove to the board with real numbers that Automation Marketing is one of the best marketing tools to leverage results.

Mautic for agencies and service providers of marketing and advertising

Marketing Automation can become a new service in your agency. You can reduce the number of tools, with Mautic you can to send emails, create landing pages, create efficient web forms. Mautic can be a way to increase the revenue of your agency.

With Mautic your agency can definitely pioneer the world of Marketing Automation without spending a dime, to understand how to set up a new service. You can create a new service, with real possibilities of increased billing. Your agency can use Mautic to get more customers and the main, fully aligned with what you sell.

How to get started with Mautic

You can download and install the source code on your server, very similar to the format of wordpress.

Because of the difficulty in installing and maintaining a Mautic server, we have created the Powertic Automation Marketing company, which offers Premium Support and Hosting plus training and consulting in Mautic. For agencies we can create packages according to numbers os customers.

For more information on Mautic hosting plans and pricing and support go to https://powertic.com

The Future of Marketing Automation and the Mautic

The compound of alternatives for sales and marketing is rich, Marketing Automation is just another one of them. It is not my intention either, and I hope it is not yours either, to automate everything, definitely not. Studying the solutions available in the market will give you a broad view of actions, important to create your way.

Mautic helped me to understand Automation Marketing in practice, I hope it helps you too.

I want to take the opportunity and leave the invitation of our Meetup, a group focused on sharing experiences with Mautic and Marketing Automation. We will meet often to discuss new ideas, your presence will always be welcome 😉

https://www.meetup.com/Mautic-Meetup-Ottawa

https://www.meetup.com/Mautic-Meetup-Sao-Paulo

I have no doubts that we are living the best moment to introduce new tools and best practices to change our sales and marketing for better.


Consultor e Palestrante de Automação de Marketing, Digibrother, Fundador da comunidade Mautic Brasil, Partner Allyde, Certificado Google, Partner no GrupoBBI. Estudou Design na FURB em Blumenau e se Formou em Análise de Sistema, 14 anos de experiência no mercado de internet, passou pelos departamentos de design, desenvolvimento, marketing (SEO e PPC) e gerência de projeto. Trabalhou nas empresas B2W, Visie e Associação Comercial de São Paulo. Co-fundador do Facíleme, aplicativo de f-commerce premiado e com 20 mil lojas virtuais. Artigos publicados em Marketing Automation, Data Driven, Social Media, e-commerce, Empreendedorismo e Tendências.

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