January 12, 2016
Free Software and Success
Marketing automation is highly complex. A free app gives the wrong signal as if everyone with MA can be successful.
I recently saw this tweet and it annoyed me. The foundational belief that if something is free it cannot therefore be of real value is completely and totally false. Availability has never implied success. Cost does not unequivocally equal value. Granted there are many areas of life and the world where a brand may charge a premium for a similar product. You may find yourself paying for a logo, or a particular “name brand” recognition, but this hardly means the higher the price the greater the value.
The reverse is even more fallacious. The more affordable (or even free) price does not automatically relate to the quality of the product, the value of the software, or even the ability of this software to be helpful in future success.
A free app means the availability of the raw goods, the resources, are available without cost. The impetus still lies within the business to correctly implement the software to be successful. Let’s take a different perspective.
Imagine you find a stunning piece of software, it’s beautiful, it’s highly functional, it does absolutely amazing things. But you can’t find the price anywhere. You’re convinced this software is just what you need so you agree to begin using it regardless of the price. Now, you have two possible outcomes, you either fail to successfully implement the software and it sits there, beautiful, shiny, untouched. Or, the second option, you take this software run with it, implement it, and it makes your business incredibly successful. You’ll notice one thing that’s not revealed. The cost. Through this example what we discover is that the price of the software plays absolutely no role in the eventual outcome.
The price of software tools used should never be thought of as an indicator of the business’s eventually success.
Now, marketing automation has traditionally be considered complex, detailed, and difficult to use. But the status quo exists to be broken. Disruptive organizations, like Mautic, demonstrate this fact. Mautic revolutionizes the marketing automation industry with convenient, easy-to-use, intuitive marketing software. Mautic empowers everyone, and gives each the tools they need to be successful. Mautic gives the raw product. Mautic supplies the things necessary to be a success; but does not guarantee it. And an interesting fact, as we look at Mautic and what it has the capabilities to do, we haven’t once discussed price.
This leads to two obvious and glaring contradictions to the initial suggestion. First, marketing automation is no longer complex and difficult to setup or use. Second, Mautic doesn’t make you successful any more than having the various parts to a bicycle means you can ride one. Regardless of price, software is a tool to be used to accomplish a goal. You can read more about this theory in a recent marketing automation tool article on Mautic.org.
Bottom line: Don’t reject something new based on preconceived possibly erroneous notions.
November 30, 2015
The Importance of Marketing Tech
Recently I answered a question on Quora about the efficacy and “rule of thumb” for the benefits of marketing technology and how this tech should increase revenues. I thought it was a great question and followed a train of thought I have recently been pursuing so I added my answer to the page.
I believe you will be hard-pressed to find any definitive metrics for how efficacious marketing technology is for a business. The reason for this is in part related to a previous blog post I wrote on Mautic.org. The short version, summary, of that post in essence says that marketing automation platforms and other marketing technologies should always be considered tools to be used and not solutions. Here is what I mean and how it relates to this question. Let me use an analogy to make it easier to understand.
I’m very interested in bass guitars. I love the idea of laying the foundation of a musical rhythm the rest of the band then builds upon to create beautiful music. Bass guitars come in a variety of sizes, shapes, and styles. Each has their own beauty and their own purpose. They are powerful tools that, when placed in the right hands, can be used to impress and stun the audience. But, if I were to give a bass guitar to my son (awesome kindergarten kid) the result would be vastly different. Obviously you naturally and instinctively understand this difference. The guitar didn’t change-the player did. And the results are completely different.
The analogy should be fairly self-explanatory. Those same principles apply to marketing tech. These are tools to be used and with the right marketing department they can impress and stun the C-Suite and others. Inexperienced or new marketers will find the benefits far fewer and their path much different.
Once we’ve established this baseline understanding there are numerous metrics and statistics which demonstrate what is possible with effective marketing strategies. But remember, you should think of this like putting a Rickenbacker 4001 in the hands of Cliff Burton. If I were to pick up the same instrument my results would be different. Here are a few statistics floating around regarding marketing technology and improvements in efficiency and costs. Your results may vary.
Marketers who implement marketing automation see 53% higher conversion rates and annual revenue growth 3.1% higher than others.
Email marketing has an ROI as high as 4,300%.
Successful lead nurturing programs average 20% increase in sales opportunities.
So, there’s three quick stats, a quick google search will yield hundreds more. The key here again, is that the marketing automation platform, or the marketing technology used is only the tool to help you be a better marketer. The right tool can save you hundreds of hours. Pair your expertise with a powerful platform and the results will be epic.
*For full disclosure, I contribute to the Mautic, free marketing automation platform, and have a strong bias to the belief that a powerful platform doesn’t have to cost a fortune. Mautic is an open source tool capable of helping you rock out like Metallica.
September 23, 2014
Use Marketing Automation and Never Work Again!
What is Marketing Automation?
To some this is a familiar term and to others its a bit intimidating. Let’s look first at what marketing automation is and then we’ll look at a few more related topics and hopefully give a pretty clear picture about what we’re doing.
Marketing automation is defined by wikipedia as the following:
Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks.
This is a fairly detailed definition which while it answers the question of what marketing automation is, it could perhaps be simplified somewhat. Marketing automation is powerful software and processes which makes complex and repetitive tasks easy. (That’s pretty simple). It doesn’t mean you don’t work, but it does help with the repetitive and mundane tasks.
So that’s a bit easier but still rather generic. Let’s look quickly at who marketing automation is for and who should be interested in the topic.
Who is Marketing Automation For?
Marketing automation is for every business. Maybe that’s not completely true. Before Mautic was created marketing automation was something only available to large businesses with significant marketing and sales budgets. I’m incredibly excited to be a part of something which is revolutionizing a market and empowering businesses of all sizes. Marketing automation is changing forever. We are building software which everyone can use to save them time, simplify their sales processes, and learn their customers better. Mautic allows you to do everything from better lead nurturing and targeting to social media networking with potential clients. Marketing automation also helps you automate tasks such as email campaigns and much more.
Why Open Source?
So if there are such powerful software platforms already providing these services why bother with creating another one? If you’ve followed my writing at all then you know I’m passionate about open source. I believe strongly in the power of open source and I have volunteered hundreds (thousands) of hours to open source and its promotion. I truly believe open source makes our world a better place. Whether you’re talking about a content management system to power your website or software tools to give you the business tools you need to be successful. Open source now provides an option. Read my previous articles about open source and community if you need more reasons or specifics for why open source is important.
What is So Special?
So now we know what marketing automation is and we also know why open source as a software type is important we can now look at what makes Mautic different and special. As I said previously marketing automation was not available for everyone. Marketing automation used to cost thousands of dollars a month and was simply unaffordable for many for most small and medium sized businesses. Not any more. Mautic is special because it completely disrupts everything. Mautic is providing the powerful tools of marketing automation to businesses of all sizes at a cost everyone can afford. Free. This open source community is focused on empowering every business and giving everyone equal opportunities for success. That’s revolutionary. And as an open source community it’s exciting.
When Is It Available?
Ok so now some of you may be as excited as I am; at least I hope you are. Because Mautic is all about equality. Breaking down the barriers which previously kept powerful software away from the every-day businesses. Open source is truly changing our world. I am as eager and anxious as the next person to see Mautic released and am hardly sleeping as we work to release the beta software. Dates are shifting constantly (as always with software development) but we have a strong expectation that we’ll be able to release an alpha version to those businesses which have signed up to be early testers within the next several weeks.
You can check back on my blog as I will be posting more information about what is to come in the weeks to follow and if you have any specific questions or ideas please let me know – I would love to hear from you! We have great things ahead. And I truly believe we are all in this together – Let’s work together to do revolutionary things!
August 19, 2014
Open Source Project Update (Top Secret)
For those of you who have been following my blog and have seen my previous post about what I’m so ecstatically working on then this post will serve as a bit of a status update. If you are curious about what I’m talking about then I suggest reading back on my previous post. I admit I was slightly abstruse in my previous post. I’ll clear some of that up with this article…I hope. Here’s more information on this revolutionary new open source project (soon to be released).
What’s in a name?
I guess the first thing which would be important to share is the name of this super top-secret project. I’m excited to announce this new open source software will hereby and forever more be known as Mautic. Now before you go trying to figure out what it means let me save you the time and let you know you won’t find much. We developed a name which held the meaning, the essence, of what we were creating and are thrilled with the result. So what is the essence of the platform being created? That’s the next exciting question I get to answer.
What is Mautic?
Mautic is a free and open source marketing automation platform. That’s right, completely free and completely open source. No strings attached. After seeing this completely closed-source dominated market space and how severely it impacts the lives and successes of hundreds of thousands (millions even?) of small and medium-sized businesses which simply cannot afford the extravagant monthly costs of existing software-as-a-service only solutions we knew there was a problem. Mautic is set to fix that problem. We’re disrupting the space and introducing the power of open source to marketing automation in much the same way the CMS landscape was forever changed by the release of three powerhouse open source systems (Drupal, Joomla, WordPress) back in 2004-2005.
We are excited to be the catalyst for this movement and help grow the community around this project. The simple bottom-line answer – Mautic is a game changer.
The First Big Decision
One of the very first big decisions we needed to make was in regards to our logo which would represent us. We went through a very, very detailed process which if others are interested in the psychology behind the final selection or are interested in hearing more about the process involved with defining a brand image then definitely let me know. I’d love to share (as I said this platform truly is something the community can rally around) but I certainly don’t want to waste anyone’s time with “the details”. Needless to say a lot of time, effort and community feedback was involved in this process of selecting the most appropriate logo. And so I’m excited to announce and share the version which will represent the Mautic brand.
Without any further ado. Here is the shiny new logo for Mautic the free and open source marketing automation platform.