Automating Lead Conversion for European Gold Standard Through Mautic and Drupal Integration

Project title

Automating Lead Conversion for European Gold Standard Through Mautic and Drupal Integration

Project overview

European Gold Standard (EGS) is a leading investment company specializing in the sale and purchase of physical gold and silver across Europe. The company operates with a decentralized network of financial advisors who manage investor leads based on geography. The main goal of this project was to increase lead conversion and automate the manual workflows involved in event follow-up and client outreach.

Using Mautic, Dropsolid implemented a fully automated journey that starts from an investor’s event registration and continues through confirmation, attendance tracking, feedback, and follow-up. The solution also introduced an intelligent round-robin assignment system, ensuring that multiple advisors sharing the same region receive leads fairly and efficiently. This automation reduced manual coordination between marketing and sales teams while ensuring faster lead response and more consistent client communication.

As a result, EGS achieved a significant improvement in conversion rates and a measurable reduction in administrative workload, empowering advisors to focus on relationships rather than repetitive tasks.

Background and context

European Gold Standard operates in a high-trust, highly regulated investment environment, selling tangible assets such as gold and silver. The company’s success depends on timely, personal interactions with potential investors, often initiated through regional seminars and events.

Before Mautic, most of these interactions were handled manually through spreadsheets, emails, and CRM exports, creating delays and inconsistencies in follow-ups. With advisors spread across Belgium and beyond, assigning leads based on geography (and sometimes multiple advisors per ZIP code) became a logistical challenge.

EGS partnered with Dropsolid to design a marketing automation solution that would:

• Improve the speed and consistency of lead follow-up

• Reduce human error in lead distribution

• Deliver better visibility and reporting across campaigns

• Build a scalable foundation for future European expansion.

Implementation

Dropsolid integrated Mautic with Drupal, which powers EGS’s corporate website and event registration system. The integration allowed data to flow seamlessly from form submissions into Mautic segments and campaigns.

Key implementation elements included:

• Custom round-robin assignment logic to distribute leads fairly among multiple advisors per ZIP code.

• Dynamic segmentation and scoring to identify high-intent investors.

• Multi-step nurture campaigns with personalized email sequences triggered by event attendance and feedback.

• Automated reporting to track engagement and advisor performance.

The project was executed by Dropsolid’s marketing automation and development teams over several months, using the Mautic API and campaign builder to translate complex business rules into fully automated workflows.

Impact and results

The project delivered tangible business impact within the first months of go-live:

• Nodemation (n8n)% increase in lead conversion from event registrations to advisor meetings.

• Airmeet Conference Platform% reduction in manual workload, thanks to automated lead distribution and follow-ups.

• Improved advisor satisfaction, as leads were assigned more transparently and equitably.

• Higher data accuracy and GDPR compliance, since all communications are now centralized in Mautic.

Qualitatively, EGS noted faster response times, better investor experience, and higher visibility across marketing and sales teams. Advisors reported that automation freed up time to focus on advising rather than admin tasks.

Lessons learned

One of the key challenges was translating EGS’s complex regional logic into Mautic’s campaign framework. Implementing a fair round-robin distribution required a custom layer on top of Mautic’s native functionality.

Additionally, aligning the marketing automation process with advisors’ traditional sales habits required clear communication and gradual onboarding. Dropsolid’s multidisciplinary team learned how to balance flexibility and governance in an environment that blends financial compliance with marketing agility.

Future plans

This project has been finished but there is opportunity for a next phase that will focus on introducing lead scoring, cross-border segmentation, and advanced reporting dashboards, etc.

Community contributions

This project inspired several technical insights that Dropsolid plans to share with the Mautic community, particularly around advanced lead assignment automation and Drupal-Mautic integration best practices. Internal documentation and reusable snippets developed during the project have already informed other Mautic client projects, indirectly contributing to the broader ecosystem.

Supporting materials

We are still working on this case for our own website, podcast, webinar, etc.

Inclusion as a Case Study

Yes, Dropsolid is happy for this project to be featured as a case study on the Mautic.org website and in the official pitch deck.

Note: Dropsolid had problems being able to submit this proposal themselves with their company account, and requested that I submit it on their behalf. Ruth