Ruth Cheesley presented on using integrated marketing strategies with Mautic, an open source marketing automation platform. She discussed using a game at an exhibition to capture leads, test their SEO knowledge, and push the data into Mautic for segmentation and targeted follow up. The goal was to efficiently generate quality leads, understand their interests and knowledge level, and gain insights to improve content and resources.

1. Integrated Marketing
Strategies with Mautic
2nd November 2016
Mautic Meetup London

2. A bit of background
Me, Marketing Automation, Mautic

3. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Ruth Cheesley
Marketer, data nerd, Open
Source evangelist, crazy cat
lady!
Co-Founder at Virya Group
Mautician!

4. Project brief
Exhibition interaction & lead generation

5. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
What we want to do

6. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Why do we want the leads?

7. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Who do we want to attract?

8. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
What do we need to know?

9. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
How can we get the information?
● Data capture - can be done
easily via a Mautic form
● How do we make it fun and
enticing to visitors?
● How do we find their
approximate SEO
knowledge level?

10. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
The SEO Game

11. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Testing their knowledge

12. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Points mean prizes!

13. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Pushing data into Mautic

14. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
A basic workflow

15. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Getting creative with the data
● Using the score in the
game to segment
● Resource and asset
interaction - identify visitors
● Targeted training
invitations for topics of
interest
● Dynamic content!

16. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
Expected outcomes?
The aim of marketing is to know and understand
the customer so well the product or service fits
him and sells itself.
- Peter F. Drucker

17. Ruth Cheesley | ruth@viryagroup.com | @RCheesley
What did we learn?
● Gathered leads from exhibition efficiently
● Learned their level of SEO knowledge
● Identified topics of interest
● Ascertain quality of our content
● Evaluate demand for resources
● Populate existing leads with more information

18. Any questions?
Drop me a line:
ruth@viryagroup.com
@RCheesley
01473 852130