Executive Committee: Marketing and Strategy

This Executive Committee is focused on advancing and increasing the recognition and adoption of Mautic. Leveraging proven marketing strategies, they lead initiatives to raise awareness, spark interest, and facilitate widespread use of Mautic's open source project while working in collaboration with the Marketing Team. Their strategic approach is key to positioning Mautic favorably in the marketing automation landscape.

The Marketing and Strategy Executive Committee is an integral part of the Mautic Council, tasked with elevating awareness and fostering increased use of Mautic as a whole. Their focus includes developing effective marketing strategies to amplify Mautic's visibility worldwide. They set the strategic directions for marketing campaigns, and work with the Marketing Team who implement those projects on a day-to-day basis.

Their dual focus lies in raising awareness about the project and converting that awareness into tangible usage, thus driving the platform's growth and prominence in the marketing automation landscape. Additionally, they maintain consistent internal communication within the Mautic community, ensuring its members stay informed and engaged.

Attendees

• Ruth Cheesley
• Prateek Jain
• Dominique De Cooman

Notes

• Website proposal
• Miro board / strategy
• https://miro.com/welcomeonboard/bmg3d3h6bzdjSm9FNzhFSnVqUmZNU1dsQ25rRHBabHNiZGs2OXJTeU9PTkliRkhrWFZESXBKNkxmSnZRclFvVnwzMDc0NDU3MzUyNDM2NzU5NTUzfDI=?share_link_id=139657220124 
• This doesn't at this time represent the different personas that we have (developer, marketer, agency/business, user/implementor)
• Finding Mautic has been neglected somewhat
• Free trials is helping people to understand a bit about what Mautic is and start to use it a bit
• Do we need to add a 'help people to try Mautic' in the strategic objectives of the Marketing Strategy? Or is this already captured in the find / use section? We think it's already captured.
• We've done a lot of work recently on Mautic as a product, perhaps we need a campaign to rediscover a 'new Mautic'. A lot of people tried it back in 2019 and earlier and were somewhat underwhelmed.
• Showcasing what's new, what's changed
• Reaching out and encouraging old users
• We have seen a growth in adoption, to make sure this doesn't flatten out, we need to focus on both improving the product and also clarifying market fit with the industry 'tailwinds' - e.g. data privacy, cost of ownership
• We are attracting a lot of very small users (seen via the trial) but perhaps we need to focus more on the SMEs and orgs who use more of Mautic's features (we will focus on this with the new website)
• We need to get the timing right for when we go for adoption of the mid-market segment
• Pull marketing - go all in right away (SEO, new website, membership lists, drip campaigns, vertical pages, database of providers)
• Push marketing - we should define what do we need for people to see Mautic's really going places.
• How do we get from pull to push?
• A paid person (perhaps 0.5 WTC) who's responsible for building, running and maintaining/monitoring the campaigns (~$25k/yr)
• A budget which is available for the decided channels that we want to use ($42k/yr)
• Something we should consider once we have the new website in situ which will also hopefully help to drive awareness, adoption and income
• We need to make sure we're promoting both what's new in Mautic and what the current features are - general product marketing as well as 'this new thing'.
• We need to make sure we lay out the path for newcomers to Mautic, to using Mautic in their setting - whether that's self-hosted, supported self-hosted, enterprise SaaS, hosting provider, freelancers to support etc. This can be done with the support of the members database.