Changes at "Softwarepartner.net: Full-Circle Marketing Automation with Mautic, including Automated Phase Management and Data Enrichment for Companies"

• +Softwarepartner.net: Full-Circle Marketing Automation with Mautic, including Automated Phase Management and Data Enrichment for Companies

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  Project title

  softwarepartner.net: Full-Circle Marketing Automation with Mautic, including Automated Phase Management and Data Enrichment for Companies

  Project overview

  softwarepartner.net has been using Mautic for years, and steadily improved the usage. Today it is a perfect example of what Marketing Automation can achieve.

  The latest enhancement was aiming to to enable continuous automation and data enrichment for B2B inbound marketing, focusing on Ideal Customer Profile (ICP) scoring and targeted campaign control. The automation was designed to shift the focus from individual contacts to entire companies, allowing more precise and impactful marketing actions. By implementing automated data processes and integrating advanced enrichment tools, the project streamlines lead generation and significantly improves marketing efficiency and conversion.

  Background and context

  The project was developed by S+S SoftwarePartner GmbH in Germany in collaboration with the Mautic Partner, Leuchtfeuer Digital Marketing. The target audience includes B2B companies seeking a more strategic approach to inbound marketing. The initiative stemmed from a need to transition from a contact-based to a company-based customer journey. Challenges included orchestrating complex data processes and increasing the effectiveness of campaigns through automation and data enrichment.

  Implementation

  Key components of the implementation included:
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• Automated lead creation from website visits using Floodlight and Leadinfo

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• Automated company-level data enrichment

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• Calculation of an Ideal Customer Profile (ICP) score

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• Identification of suitable contacts with email and social media profiles

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• Segment control and campaign activation based on companies and contacts

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Mautic tools and features used:

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• API, Webhooks, Floodlight

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• Phase management, Tags, Point groups, Carriers

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• Segmentation and campaign execution on both contact and company levels

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Innovative aspect: Full phase control on company level combined with automated data enrichment using Clay AI.

Impact and results

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• +20% increase in newsletter subscribers per month (open rate: 32–36%)

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• 100–120 new contacts daily, 20% with email addresses, 8% with LinkedIn profiles

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• 10–20 hours per week saved through automation

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• Increased throughput and higher data quality

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• Direct handover of Marketing Qualified Leads (MQLs) to the sales team for discovery

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Lessons learned

Major learnings include the advantages of company-level phase management, which provides better control over the customer journey. Automated scraping and data enrichment, especially using tools like Clay AI, enabled new campaign strategies and significantly improved response times. A key challenge was the orchestration of new processes and adapting campaign logic during the system overhaul. The project also highlighted changing behavior in decision-making within companies, where multiple individuals now conduct research. Recognizing and targeting these collective behaviors offers a strategic edge.

Future plans

Future plans include comprehensive company-level outreach using emails, social media messages, contact requests, and direct mail. This will involve multiple accounts targeting different roles. Additional landing pages and websites will be developed, with a continued focus on SEO instead of SEA. Content creation will be optimized for AI consumption and searchability.

Community contributions

The entire project is based on the "Account Based Marketing" plugins that are provided for free by Leuchtfeuer. Insights and progress on using Mautic Floodlight were presented at the Mautic community event in Lisbon. This specific project continues to contribute feedback like insights, learnings and best practices that benefit the broader Mautic ecosystem.

Supporting materials

Websites: https://www.softwarepartner.net

LinkedIn profiles:

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• Dirk Forke (CEO, S+S SoftwarePartner GmbH): https://www.linkedin.com/in/dirkforke/

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• Madlen Friedrich (Project Lead, Leuchtfeuer GmbH): https://www.linkedin.com/in/madlen-friedrich/

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• Victoria Cobbah (Marketing Data Analyst, S+S SoftwarePartner): https://www.linkedin.com/in/victoriacobbah/

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• Raik Jarau (Data Enrichment Specialist, HZL Hamburg): https://www.linkedin.com/in/raik-jarau/

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Inclusion as a Case Study

Yes, we are happy for this project to be included as a case study on mautic.org and in the Pitch Deck.

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