Automating your marketing workflows in Joomla with Mautic
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In this presentation at JoomlaDagen 2016, Ruth Cheesley explores some of the features that Mautic can bring to your Joomla website, and what this can mean for your marketing workflows.
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Automating your marketing workflows in Joomla with Mautic
- 1. Ruth Cheesley - @RCheesley Automating your marketing workflows with Mautic and Joomla! Ruth Cheesley – JoomlaDagen 2016
- 2. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands About me Based in Ipswich, UK Joomla! Community Leadership Team member, involved with Joomla since 2008 Mautic community contributor since 2015 CEO of Virya Group Limited Integrator, Marketer, SEO nerd, cat lady!
- 3. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands About Virya Group
- 4. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands What is Marketing Automation?
- 5. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands In other words: Marketing Automation saves time and increases sales Icon made by Freepik from flaticon.com
- 6. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands What is Mautic?
- 7. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Mautic is the only free, open source marketing automation platform
- 8. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Set up a Mautic instance (free) OR Hosted instance at mautic.com (free up to 1 user and 2,000 leads)
- 9. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Self-hosting technical requirements 5.6+ recommended 5.5+ recommended 9.3+ recommended Apache 2.x+ or Nginx 1.8+ or IIS 7
- 10. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Install tracking pixel on your web properties Use one of the many CMS plugins at mautic.org/integrations OR Manually include tracking pixel: http://yourdomain.com/path-to-mautic/p/mtracking.gif
- 11. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Share your resources Send traffic to landing pages or forms OR Share on social media OR Link from email campaigns etc!
- 12. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Meet the many faces of Mautibot
- 13. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Getting to know your leads ‘Anonymous’ Leads ‘Known’ Leads
- 14. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands How can we ‘know’ our leads?
- 15. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Anonymous → Known
- 16. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Automated Email Workflows
- 17. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Up selling and cross selling
- 18. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Integrate, Integrate, Integrate!
- 19. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Lead scoring Points mean prizes! Award and remove points based on actions, triggers, form submissions, etc More points = Warmer lead e.g. Open email +10 points, submit form +50 points
- 20. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Nurturing the customer journey
- 21. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Integrating with Joomla
- 22. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Mautic plugin tracks page visits and can automatically push new registrations into Mautic as a lead Pushing users into Mautic
- 23. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Embed forms using plugin, Javascript or plain HTML {mauticform 1} Working with forms
- 24. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Working with forms
- 25. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Working with forms NOTE: UX form completion tracking (e.g. Hotjar) doesn't work with Javascript and iframe forms BUT Manual copy will NOT be automatically updated
- 26. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Creating landing pages in Mautic
- 27. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Creating landing pages in Mautic
- 28. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Full A/B Testing
- 29. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands What happens next?
- 30. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Joining a campaign ● Form submission ● Submits a campaign form ● Member of list ● Smart-lists filter on fields (e.g. country, date, etc)
- 31. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands A basic campaign workflow
- 32. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Points and engagement
- 33. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Tracking page visits
- 34. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Lead profile
- 35. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Highlight reports
- 36. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Available form actions ● Update lead profile fields ● Send to integration ● Download an asset ● Adjust lead lists (add or remove) ● Adjust lead tags (add or remove) ● Adjust lead points (positive or negative) ● Send email (customer/internal/results) ● Redirect on submission
- 37. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands How can I use Mautic with Joomla?
- 38. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Basic stuff ● Replace forms with Mautic forms (or send form data to Mautic) ● Track visits with plugin ● Create landing pages within Joomla ● Create ‘squeeze pages’ in Mautic
- 39. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Cool stuff ● Integrate with your support or CRM system ● Push your own ‘stuff’ into Mautic using their API // Include MauticApiHelper from the plugin require_once __DIR__ . '/mauticApiHelper.php'; $apiHelper = new mauticApiHelper; $leadApi = MauticMauticApi::getContext( "leads", $apiHelper->getMauticAuth(), $apiHelper->getMauticBaseUrl() . '/api/' ); $lead = $leadApi->create(array( 'ipAddress' => $_SERVER['REMOTE_ADDR'], 'firstname' => $formData['firstname'], 'lastname' => $formData['lastname'], 'email' => $formData['email'],
- 40. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Where do I go now? ● Leave your contact details for our ‘getting started’ pack ● Grab a sticker and make friends with Mautibot! ● Join the Mautic slack chat https://www.mautic.org/slack/
- 41. Ruth Cheesley @RCheesley JoomlaDagen 2016 Zeist, Netherlands Any questions? Ruth Cheesley ruth@viryagroup.com @RCheesley +44 (0) 1473 852130
Editor's Notes
- Based in Ipswich, UK Joomla! Community Leadership Team member, involved with Joomla since 2008 Mautic community contributor since 2015 CEO of Virya Group Limited Integrator, Marketer, SEO nerd, cat lady!
- VG is an Anglo-Dutch joint venture, 2 years old. We have a UK office, distributed team of 8 UK Netherlands Greece USA Allyde/Mautic European Channel Partners
- Let’s start by exploring what is meant by marketing automation In years gone by marketing was a manual process. Send out adverts, magazines/newspapers – receive responses, send out information, receive a purchase order, send out goods, send a catalogue. Ask for more info on order form, use info to send special offers. Track what people purchased and send fliers for other items of interest. Marketing automation uses technology to automate these processes.
- Helps you save time by handling repetitive marketing and sales tasks on pre-defined schedules Helps you to gather critical and useful information about your customers and the sales process into a central location Helps sales teams focus on identifying and nurturing the right potential customers and leads at the right time.
- So, what is Mautic? Some might know about it, but for some of you it might be completely new. Mautic launched in August 2014 as an open source marketing automation platform. Developed by David Hurley
- Mautic is the only free, open source marketing automation platform. Causing a lot of disruption in the industry. Competitors are all paid for and very expensive Infusionsoft, Marketo, Hubspot, Salesforce Pardot, Eloqua etc So, let’s look in more detail about how we get started with Mautic.
- Mautic is free (self-hosted) and has a freemium hosted model (free up to 2000 leads). Hosted also has other features – social monitoring, support (pro version). The UI is pretty similar – my examples are using the self-hosted version. Installing self hosted you can either download from mautic.org or Github, or you can use a scripted install like Softaculous – very quick and easy to use.
- There are some recommended technical requirements - PHP 5.6+ MySQL 5.5+ Postgres 9.3+ Apache server – 2.x Nginx 1.8+ IIS7
- Once Mautic is installed (it’s a gui based installer very similar to Joomla) we just need to add the tracking pixel to our website. This will pick up when people visit our web resources, and send the page URL, IP address etc over to Mautic. We can either manually include the Pixel or ideally we can use one of the CMS integrations – Joomla being one of them. This automatically adds the pixel on your pages, and has the added benefit of allowing you to send joomla user fields and including forms with a shortcode.
- Once we have the pixel on our web resources, we just need to send traffic and watch the leads start to appear in Mautic.
- So, now it’s time for Mautic to start to do its work. You’ll get a bit familiar with these guys, the Mautibots! When you see the Mautibots it’s something that Mautic is doing.
- The way Mautic works Start off with an Anonymous lead, we know the pages they visited but we don’t know who they are. What we aim to do with Mautic is to move our leads from anonymou to known leads.
- Let’s say we meet somebody at an event – maybe a conference like this. They might land on our homepage, and when they do, Mautibots pick that up. Hopefully they might follow us on social media, maybe join a mailing list, or we might have got their business card and want to reach out to them after the event.
- So at this point they are probably still anonymous – but perhaps we send out a tweet with a link to a landing page or information. On the page, we ask the visitor to sign up to receive some information – maybe a free download, a cheat sheet, something that is of interest. At this point they become a ‘known lead’ - we know who they are!
- So, we can send them an email with some information as promised, and Mautic tracks opens. Based on whether they open the email or not we can drop the person into a drip-feed campaign. We can trigger other things to happen based on a lot of other factors.
- We can even provide a free download, and track when someone downloads it, send them follow up emails Drip campaign to send other relevant information, paid products or services, discount codes. If they land on specific pages, send a discount code for example.
- Integrate with a whole load of other systems. CMS, CRM, social media, payment gateways, email marketing, etc
- Marketing automation comes into its own with lead scoring. Points mean prizes +/- points based on actions More points – warmer leads
- Understanding what emails are being sent, opened, clicked Knowing which pages are being visited Gathering information through forms that help us understand our customers Knowing what resources are being downloaded, when and by who Helps us know more about our customers, to know where they are in a buying process. Flag up customers moving away or not engaging. Can lead to more sales, developing and nurturing the sales process
- Form submission Submits a campaign form Smart lists - country - field value - etc
- Triggers – Form or lead list Yes/No logic Conditions (Form/lead field value) Decisions Visits page Opens Email Downloads Asset Submits form
- Email actions Downloads Landing pages
- You can see pages being logged, points being added for form completions. All happens automatically based on what happens on your website.
- All this info populated into a user’s lead profile in Mautic. Page visits, interactions – points (green). Lead information gathered from forms.
- IF reports are your thing, highlight reports. Recent activity, warm leads, referral sources
- Update lead profile fields Send to integration Download an asset Adjust lead lists (add or remove) Adjust lead tags (add or remove) Adjust lead points (positive or negative) Send email (customer/internal/results) Redirect on submission
- Replace forms with mautic forms (or send your info to Mautic) Track page visits with plugin – where do they go, what are they interested in Create landing pages in Joomla – insert forms with plugin or hard-coded Create squeeze pages in Mautic (maybe make no-index, no-follow). Great for AdWords.
- Integrate with your existing CRM – vtiger, zoho, sugar, salesforce, cobalt, etc. Write your own integrations with mautic API.
- Leave business card and I’ll drop you a ‘get started’ resource Grab a sticker and make friends with mautibot Join the mautic slack chat and get to know the Mautic community – lots of joomers there!
- Any questions Drop me a line, give me a call, grab me after!