Änderungen an „Enterprise-Grade B2B Marketing at Scale: How Deutsche Bahn Runs All Direct B2B Communication on Mautic“

Overview
At Deutsche Bahn, Mautic powers all direct B2B marketing communication - from small business customers to very large enterprise accounts - managing contacts in the seven-digit range across companies in the six-digit range.

Mautic was chosen chiefly for the data sovereignty and GDPR compliance that a self-hosted, open-source platform enables, a critical requirement for a state-owned critical infrastructure operator.
The platform underpins personalized, segmented campaigns across the full customer lifecycle, directly supporting ticket sales and BahnCard subscriptions. The implementation combines standard Mautic capabilities (email and landing pages, with personalization, Dynamic Content etc.) with the Account-Based Marketing plugin suite as well as a lot of custom plugins.
Running at this scale, and in a demanding enterprise context, required deep integration work: custom connectors to Siebel CRM, a migration from Docker to Kubernetes, Active Directory Single Sign-On via LDAP, and alignment with Deutsche Bahn's existing system management standards and tooling. The result is a platform that meets enterprise GDPR and security requirements while still enabling fast-moving, personalized campaign work.

Quotation (can be used for Case Study):
"Mautic has given us a robust and cost effective solution for years,
and also the control and compliance that is absolutely required for us!"
- Sebastian Selch, Marketing Manager B2B, Deutsche Bahn

Background and context
Deutsche Bahn is Germany's national railway operator, serving a B2B customer base that spans the full spectrum - from small businesses booking occasional group travel to large enterprise accounts  with dedicated corporate travel program, as well as government or other public and private organizations. All direct B2B marketing communication for this customer base runs on Mautic, managing contacts in the seven-digit range across companies in the six-digit range.
Mautic was chosen primarily for data sovereignty and GDPR compliance - as a state-owned critical infrastructure operator, Deutsche Bahn needs full control over where and how customer data is stored and processed, which a self-hosted, open-source platform like Mautic makes possible in a way that commercial SaaS marketing clouds do not.
That same status as critical infrastructure is also the project's core ongoing challenge: integrations and infrastructure changes generally go through security review and compliance sign-off, on top of the strict internal build pipelines described below. Making Mautic work within that governance model - without slowing personalized, fast-moving campaign work to a crawl - has been the central balancing act of the implementation.

Implementation
Mautic is used as the central platform for all direct B2B customer communication, combining core channels with a set of advanced, custom-built capabilities: