Acquia Acquires Open Source Marketing Platform Mautic
When every business has a website, how do you stand out? Because customers expect so much more from digital brands, utilizing a marketing platform is essential. Marketing automation software enables businesses to deliver personalized engagement, strengthening customer bonds and driving new business.
Until recently, businesses have, by-and-large, had to rely on proprietary solutions like Marketo and Salesforce Marketing Cloud to handle their needs. Now, Acquia is looking to disrupt the marketplace. The Drupal SaaS giant has just acquired Mautic, an open-source marketing automation and campaign management platform. Now, Drupal users will have an open alternative to manage their customer experience needs.
This is the latest step Acquia has taken toward their vision for an Open Digital Experience Platform. The company has been working in the content management space for years and is now turning toward a data-driven, experience management approach. With their “API-first” philosophy, Acquia hopes to offer Drupal users maximum flexibility and the ability to meet any organizational needs that may arise. This level of freedom gives marketers the chance to customize every step of the customer cycle across channels.
While still a relatively young company, Mautic is a perfect fit for Acquia’s portfolio. While Acquia specializes in content management, personalization and commerce, Mautic will complement their offerings with their specialties in multichannel delivery, campaign management and journey orchestration. And with both Drupal and Mautic built on Symfony and PHP, collaboration and integration will be made easier. With 200,000 installations already, Mautic has already won over many marketers and, with Acquia’s expanded reach, will likely reach many more. Because of Mautic’s API-friendly build, our team at Duo can easily integrate the platform with a site.
On a more philosophical level, Mautic echoes Acquia’s (and the Drupal community’s) open-source ethos. Currently, Mautic is the only open source alternative to the aforementioned legacy marketing cloud ecosystems. This openness makes it easier for the development community to create marketing platforms built for a company’s specific needs. This ease of use extends to the marketing side, too. Where many proprietary marketing automation software have steep learning curves and are bundled with countless other products in their respective clouds, Mautic’s platform benefits from its ease-of-use and its modern, streamlined design - allowing anyone on a team to get their organization’s message out faster than ever. To take a look at the platform in action, watch the demo embedded below.
In addition to Mautic’s open offerings, the company also offers several commercial solutions. The first, Mautic Cloud is a fully managed SaaS version of the platform that includes some premium features not openly available. For enterprise clients, Mautic has Maestro. This product allows multinational organizations the ability to segment their marketing efforts by territory, while still allowing for sharing between regions. Campaigns can also be copied and repeated in different territories. These features will remain separate from Acquia Lift, though Duo can handle integrations with either service if needed.
So what does all of this mean for businesses using Drupal? This being an open-source community, it means more freedom! Rather than being locked into whatever is offered by legacy martech vendors, Drupal allows you to leverage best-of-breed services and solutions. At Duo, we’re always striving for more openness. Your solution should match your exact needs and the Drupal environment provides a vast range of solutions to make it your new site a reality. Now, Mautic joins those ranks, and can be used in conjunction with whatever other modules you opt to use. The open source ecosystem that makes Drupal so robust also gives Mautic more flexibility than other marketing automation platforms, and for a cheaper price tag, as well. Finally,
By 2023, spending on global marketing automation is expected to reach $25 billion. This software isn’t going anywhere, so why would you pay for a stale and outdated marketing suite that you may not be able to use to its full potential? With the acquisition of Mautic, Acquia has given marketers a whole new option when it comes to managing customer engagement. Duo can help you navigate the various marketing paths available while ensuring that whatever choice you make will exceed your expectations.