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Marketing Automation: Master your data

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Marketing automation talk on the TYPO3 Developer Days 2017

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Marketing Automation: Master your data

  1. 1. Marketing Automation Master your data Personalize your content Jurian Janssen – Beech.it
  2. 2. This is what it’s all about
  3. 3. What is marketing automation? Helps you save time by handling repetitive marketing and sales tasks on pre-defined schedules, and by gathering critical and useful information into a central location to help sales teams focus on the right potential customers and leads at the right time.
  4. 4. "I like to listen. I have learned a great deal from listening carefully. Most people never listen." ~ Ernest Hemingway
  5. 5. What is Mautic? Mautic is an open source alternative to the more common, paid marketing automation software. Mautic is - Open source - Licensed under GPL3 - Self hosted
  6. 6. What does it do? DEVELOPER
  7. 7. 4 M’s of Marketing Automation The four key stages of the process with Mautic. - Monitor - Magnify - Maintain - Master From IP to contact, and from contact to customer
  8. 8. Step one: Monitor Master your data
  9. 9. Step one: Monitor Monitoring starts after installation and implementing the tracking script into your product. Tracking is based on: - IP and/or Cookie - Page, View or URL
  10. 10. Step one: Monitor – Data reliability Initial data of an IP is fetched from a source of your choice. - Reliable data - Correct data - Your preferred service is not available? Simply create it yourself!
  11. 11. Step two: Magnify Master your data
  12. 12. Step two: Magnify Magnifying in essence is the process of collecting contact data piece by piece until a desired profile is reached. The magnification scope can differ per use case, per company or sometimes even per contact segment.
  13. 13. Step two: Magnify - Tools Magnification tools could be: - Forms (especially TYPO3 8 LTS) - Newsletters - Whitepapers or Downloads - User registration
  14. 14. Step two: Magnify - Strategy Magnifying data about a person is a job that needs to be performed with care. - Asking too much at once will scare people away - Make a deal (enter your email, we will send you xyz) - Remember: people that are unlikely customers will most likely not enter their details anyway. Do not waste resources on them. - Use the right channels, don’t get creepy Building profiles takes time!
  15. 15. Step three: Maintaining Master your data
  16. 16. “Questions do not have to make sense, answers do.” Thief of Time
  17. 17. Step three: Maintaining Maintaining data related to marketing has a lot to do with consistency and structure. Keep in mind what data you want, not only what data you need. Think structured, build structured.
  18. 18. Step three: Maintaining So, what is wrong with this form?
  19. 19. Step three: Maintaining What I want Bert van Elmt bertvanelmt@gmail.com Sandra Bergh sandra@company.com Will Stiller stiller@coolcompany.de What I get Van Elmt bertvanelmt@gmail.com Sandra sandra@company.com Cool Company stiller@coolcompany.de
  20. 20. Step three: Maintaining Van Elmt Is ‘Van’ a first name? Is the last name ‘Van Elmt’? Sandra Sandra, Sandra who? Cool Company Is that even a name? Some users may enter wrong data out of privacy concerns, but most do so because instructions are unclear
  21. 21. Step three: Maintaining So use this instead - Isolated data sets - Less susceptible to ‘Error by ignorance’ - Not more data, but more specific data
  22. 22. Step four: Master
  23. 23. Step four: Master Personalized content will play a major role in future web development and content creation. Integrations with such systems will become a standard in the CMS world over the coming years.
  24. 24. Step four: Master – Using data Segmentation of leads based on collected data. Entering and exiting email and social media campaigns based on data. + Callable webhooks are being worked on at the moment
  25. 25. Step four: Master – Using data
  26. 26. Step four: Master – Using data
  27. 27. Where to get started? Community Mautic.org Repository Github.com/mautic/mautic Slack Mautic.slack.com
  28. 28. Go try it It’s free It’s open source It’s awesome!
  29. 29. Want to know more? Contact Beech.it Jurian Janssen @woeler on Slack #typo3-mautic Github.com/Woeler

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