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Marketing Automation with TYPO3 & Mautic: Bitmotion @T3CON18

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At the 2018 TYPO3 Conference in Berlin, Bitmotion's Ekkehard Gümbel gave this talk on Marketing Automation, covering
* Basics of Inbound Marketing and Automation
* Marketing Automation software landscape
* Mautic as the Open Source option of choice
* Deep integration with TYPO3 CMS
* Implications for businesses, TYPO3 agencies and the TYPO3 project

Please find the corresponding video at https://www.leuchtfeuer.com/mautic-typo3-know-how/

Published in: Marketing
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  • Inspiring presentation, which shows possibilities and tools to implement marketing automation with TYPO3.
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Marketing Automation with TYPO3 & Mautic: Bitmotion @T3CON18

  1. 1. MARKETING AUTOMATION WITH TYPO3 Marketing Automation with TYPO3 Ekkehard Gümbel, CEO Bitmotion GmbH
  2. 2. MARKETING AUTOMATION WITH TYPO3 A Few BasicsInbound Marketing & Marketing Automation
  3. 3. MARKETING AUTOMATION WITH TYPO3 - Targeted and personalized website content (instead of „same things, for everyone, all the time“) - Well-timed email sequences, with relevant information (not just „same content, same time for everyone“) From uniform to tailor-made communication:
 We want to say the right things, at the right time. “ e.g.
  4. 4. MARKETING AUTOMATION WITH TYPO3 1 Attract 2 Convert 3 Close 4 Delight Introducing: Marketing Automation Inbound Marketing in a Nutshell
  5. 5. MARKETING AUTOMATION WITH TYPO3 Introducing: Marketing Automation Let’s Translate Traffic Organic (Content, SEO) Ads (Google, Facebook, Influencer, ...) Affiliate, ... Lead Value proposition (demo, webinar, PDFs, ...) Clear Call-To-Action Simple Forms (GDPR!) Focus Items Landing Pages Trust Sale Stay in touch (email, ...) -> Be there when ready to buy Address funnel stage in website Overcome blockers Give motivation to convert NOW May involve phone call etc. Repeat & Advocate Ensure happy customer Helpful information Bonus or fun items Surveys (satisfaction, ...) Encourage recommendation Offer complementary items, … Later: Offer service extensions, updates, … What product, service or other goal? Who do we sell to? Sales channels?
 Avg. purchase value? Details depend!
  6. 6. MARKETING AUTOMATION WITH TYPO3 Introduction to Marketing Automation Machines Taking Over? Better: Reliable and timely More time for personal interaction Better, more human user experience Great: Relevant (data driven)
  7. 7. MARKETING AUTOMATION WITH TYPO3 Visitor Properties Contacts & company data
 (may be anonymous)
 Segments, Stages, Tags, Categories, Scoring, …
 (e.g. from behaviour or demographical) Introducing: Marketing Automation Building Blocks
  8. 8. MARKETING AUTOMATION WITH TYPO3 Components Web Pages / Landing Pages Forms Emails etc. Assets (PDFs, Videos, …) Dynamic Content & Focus Items („Popups“) Introducing: Marketing Automation Building Blocks Visitors Contacts & company data
 (may be anonymous)
 Segments, Stages, Tags, Categories, Scoring, …
 (e.g. from behaviour or demographical)
  9. 9. MARKETING AUTOMATION WITH TYPO3 Introducing: Marketing Automation Building Blocks Campaigns Decision trees (User interaction, other conditions) Actions („Send email“, „Display Content“, …) Timing definitions Components Web Pages / Landing Pages Forms Emails etc. Assets (PDFs, Videos, …) Dynamic Content & Focus Items („Popups“) Visitors Contacts & company data
 (may be anonymous)
 Segments, Stages, Tags, Categories, Scoring, …
 (e.g. from behaviour or demographical)
  10. 10. MARKETING AUTOMATION WITH TYPO3
  11. 11. MARKETING AUTOMATION WITH TYPO3 Introducing: Marketing Automation Building Blocks Framework Reports Customizing Integrations, API, Plugins, … Campaigns Decision trees (User interaction, other conditions) Actions Timing definitions Components Web Pages / Landing Pages Forms Emails etc. Assets (PDFs, Videos, …) Dynamic Content & Focus Items („Popups“) Visitors Contacts & company data
 (may be anonymous)
 Segments, Stages, Tags, Categories, Scoring, …
 (e.g. from behaviour or demographical)
  12. 12. MARKETING AUTOMATION WITH TYPO3 Use CasesBringing Technology and Goals Together
  13. 13. MARKETING AUTOMATION WITH TYPO3 Introducing: Marketing Automation Use Cases Segmenting
 Touchpoints
 Geolocation
 Device type
 First / Return visit
 Behaviour (Pages, Assets) Specific actions
 Content
 Focus Items
 CTAs & Forms Nurturing
 Stay in touch with leads
 React „opened“/ „clicked“ or not
 -> „Drip emails“ Other Email Logic
 e.g. Double Opt-In Old-School Newsletter Buying stage
 Scoring
 (individual / company) Triggers
 („Let a human call“,
 „send voucher“, …) Appropriate Content
 Do not treat as newbies
 Make applicable offerings
 Ask for wishes (help, upgrade) CRM Integration
 Even more complex here By the way: None of the above is focussed on eCommerce (while that would be a very typical place) Email Campaigns Hot LeadsAnonymous Visitors Existing Customers
  14. 14. MARKETING AUTOMATION WITH TYPO3 GDPR and ePrivacy are of course a must. But not a problem with smart communication and proper technology. Nice, but does not GDPR destroy those ideas? “
  15. 15. MARKETING AUTOMATION WITH TYPO3 Software„What would I use to implement Automation?“
  16. 16. MARKETING AUTOMATION WITH TYPO3 Software Marketing Automation Platforms Open Source Hubspot, Adobe Marketing Cloud, Salesforce Pardot, Marketo, Oracle Eloqua, … Dominating the Market
 •Steep cost curve •Rarely used to their potential •Low flexibility to custom needs •Data not in your own hands
 (but in non-EU) Commercial / SaaS Sitecore, Acquia, … Great selling point for them!
 
 
 •Deep integration
 but limited scope •Serious lcense costs •Lock-In CMS with M.A. Features Hardly anything!
 But wait…
 
 TYPO3: „lux“ (currently paid)
  17. 17. MARKETING AUTOMATION WITH TYPO3
  18. 18. MARKETING AUTOMATION WITH TYPO3 Open Source Software Marketing Automation Platforms Mautic Hubspot, Adobe Marketing Cloud, Salesforce Pardot, Marketo, Oracle Eloqua, … Dominating the Market •Steep cost curve •Rarely used to their potential •Low flexibility to custom needs •Data not in your own hands
 (but in non-EU) Commercial / SaaS Sitecore, Acquia, … Great selling point for them! •Deep integration
 but limited scope •Serious lcense costs •Lock-In CMS with M.A. Features Hardly anything!
 
 But wait…
 
 TYPO3: „lux“ (currently paid)
  19. 19. MARKETING AUTOMATION WITH TYPO3 • Founded in 2014 by David Hurley (ex Joomla) • Mautic Inc. (VC funded) & Mautic Association • Strong community • US based, tremendous growth world-wide • Still early days, but already disrupting the industry • Symfony based
 (v3 will be a complete overhaul, Symfony 5) Software Mautic
  20. 20. MARKETING AUTOMATION WITH TYPO3
  21. 21. MARKETING AUTOMATION WITH TYPO3 TYPO3 IntegrationLet’s start to make sense
  22. 22. MARKETING AUTOMATION WITH TYPO3 Mautic TYPO3 Integration Why integrate with CMS? • Track behaviour („visits a page“) • Collect data (forms) • Display information (popups, …)
  23. 23. MARKETING AUTOMATION WITH TYPO3 Mautic TYPO3 Integration „Traditional“ CMS integration: • Tracking of page visits (tracking pixel),
 maybe of asset downloads (URL) • JavaScript (e.g. for display overlays,
 dynamic content or personalized tokens) • HTML snippets (e.g. forms) Works out of the box, with any CMS. And even hubspot can do that. But the result is: Two distinct worlds.
  24. 24. MARKETING AUTOMATION WITH TYPO3 Mautic TYPO3 Integration With TYPO3, we can do better. Much better! • Form framework integration • Targeting within the CMS • Language synchronization • And more (page-based Tagging, …)
  25. 25. MARKETING AUTOMATION WITH TYPO3 TYPO3 Marketing Automation Targeting in TYPO3
  26. 26. MARKETING AUTOMATION WITH TYPO3 TYPO3 Marketing Automation Targeting in TYPO3
  27. 27. MARKETING AUTOMATION WITH TYPO3 TYPO3 Marketing Automation Targeting in TYPO3
  28. 28. MARKETING AUTOMATION WITH TYPO3 TYPO3 Marketing Automation Targeting in TYPO3
  29. 29. MARKETING AUTOMATION WITH TYPO3 Mautic TYPO3 Integration • General framework (targeting, language) 
 github.com/bitmotion/typo3-marketing-automation • Mautic connector (segments, forms, tracking, …) 
 github.com/bitmotion/typo3-marketing-automation-mautic
 github.com/mautic/mautic-typo3 (originally by Jurian Janssen) 
 Thank you! Jurian, Nicole Cordes, Florian Wessels and Helmut Hummel Next step: Official blessing from both sides (product partnership)
  30. 30. MARKETING AUTOMATION WITH TYPO3 Implications & Experiences„To me, what does all this mean?“
  31. 31. MARKETING AUTOMATION WITH TYPO3 Smart campaigns, proper implementation & optimizing, complementary digital marketing …but the tool should not be limiting you. Make no mistake: Marketing Automation is 90% brains, 10% tool. “
  32. 32. MARKETING AUTOMATION WITH TYPO3 Roundup Implications for Businesses & Organizations „Holy grail“ - real customer quote! Hmm… But still: Marketing Automation holds huge potentials for your success. Others will do it, too. Open Source is a viable choice already.
 It will completely change the industry. Existing providers are scrambling to increase customer base.
 Lock-in, once you’re there!
  33. 33. MARKETING AUTOMATION WITH TYPO3 Roundup Implications for Agencies „Specialized in (Web) CMS“ becomes increasingly narrow Marketing Automation is one of the complementary technologies
 Hot topic, strong growth, but still early days in corporate / B2B space Beyond tech, it requires completely different skill set than CMS Today: Different sell, different people, different mindsets & budgets Future: Integrated projects -> Role of specialized agencies?
 
 Special thanks to beech.it, CCDS, comwrap, dkd, in2code, Insignio, Kirchbergerknorr, punkt.de, supseven for openly discussing their experiences.
  34. 34. MARKETING AUTOMATION WITH TYPO3 We can deliver value that neither a Hubspot nor a Wordpress can ever reach! Roundup Implications for TYPO3 To stay competitive, we need to get broader. Through buildt-in features, or great integration (ideally officially supported - Thanks Jörg!) While Automation is only one area, TYPO3 can still gain a lot more even there (e.g. good adapters to the SaaS guys) Beyond Automation: „TYPO3 everywhere“ -
 Great, official integration to all major web products! Play our general strengths (Open Source, sophisticated & striving product, market share in important segments, great community) We can deliver value that neither a Hubspot nor a Wordpress can ever reach!
  35. 35. MARKETING AUTOMATION WITH TYPO3 Immengarten 16-18 30177 Hannover GERMANY www.bitmotion.de @bitmotion_de
 +49 511 626293 - 11 e.guembel@bitmotion.de

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