Introduction

This document will outline the responsibilities, tasks, projects, and skills you will learn during DXPR’ marketing automation internship. The internship will focus around automating parts of our customer onboarding efforts, as well as automating customer acquisition tasks and exploring deeper integration of marketing automation technology into our start-up.

The software you’ll mainly be using is Mautic. Mautic is a relatively simple, open source software program that is a free alternative to more elaborate marketing automation software like Hubspot Marketing, Marketo, and Pardot. You’ll become a Mautic expert and build drip campaigns, forms, and landing pages.

You will also be working with our website CMS and our own products, which let you easily create and edit pages without any knowledge of HTML or other coding languages.

Part 1: Mautic Training 
Week 1:

The first week you will play around and get familiar with the Mautic software. It takes some time getting used to, so it is recommended to play around with a lot of features. 

• Read Mautic Documentation
• Get Familiar with the Mautic Software
  • Play around with the segmentation, it’s fields and values. Figure out how it collects data and how each field changes depending on the value. E.g. how does the field ‘Email’ work with a value that is ‘equals to’ or ‘contains’
  • Explore the features offered by Mautic such as segments, campaigns, channels, points and stages. 

Week 2:

This week you will continue to work on Mautic. You will learn to use tokens, get familiar with HTML and create your own emails. 

• Create some emails in Mautic to get familiar with the email builder. 
  • Create new templates for any new email ideas you have come up with 
• Do a quick overview of some HTML code and CSS if you are not familiar with it. You don’t need to know how to code everything from scratch but knowing a little bit makes it easier to edit templates and emails in the future. 
• add all the necessary information such as the tokens that will personalize the email like {contactfield=Sooper_username} or {contactfield=email}
  • These tokens are what help personalize the emails.
•  Create some forms and focus items to get familiar with the form builder
  • Think of forms that would be appropriate for your objectives.

Week 3:

This week you will use the templates you created to make an email Campaign in Mautic.

• Make a new segmentation list with only yourself as the contact in Mautic
  • You will use this to test your campaigns so you don’t accidentally email the test emails to the clients
• Use this list to make a campaign. In the campaign play around with the timing and how the campaign reacts with decisions and actions and conditions. 
• Explore the timing options to see how they match with cron jobs to get a feeling of how timing works in Mautic

Week 4:

This week you will continue to work on your email templates’ you created in Mautic and also continue to work with the Campaign Builder.

• Explore ways you can create different types of campaigns
• Improve on your email templates
• Test the campaigns you have made, this can be drip campaign, re-engagement campaign or any other type you are experimenting with. 

Learning Objectives: 

At the end of your Mautic training, you should be able to use the software and have a much better understanding of how it works. You understand to an extent how Mautic works with timing and how fields and values work. 

Deliverables:

At the end of the 4 weeks, you should have created some Segments and a Campaign.
You should have a couple of Email Templates done as well. 

Part 2: Building a landing page on our website

Week 1:

During this week, you will do research and learn how to create landing pages.

• Do research on landing pages. 
• Write down, or note down what makes a successful landing page
• Find examples of successful landing pages and what features and elements make them good 
• Write down for the landing:
  •  a single strong focus
  • A call to action 
• Create Forms in Mautic
• Create some Landing Pages in Mautic or for Mautic
• Resources: 
  • Landing Pages
  • Free Landing Page Builder
  • Building a Landing Page from scratch

Week 2:

During this week you will keep working on your landing pages and write down your reasoning. 

• If not finished keep working on landing pages
• Keep testing if needed
• A/B test landing pages if possible 
• Write down your reasoning behind the content of your landing page 
• Create more forms 

Week 3:

In week 3 you will continue to improve on your landing pages that are backed with research.

• Continue to work on your landing pages
• Work on your forms
• Have a Drupal 7 and 8 website installed from DXPR
• Find a way to export it into the websites
• See if the landing pages and forms match the branding
• If possible, A/B test it
• Resources:
  • Installing a DXPR Demo using XAMPP 

Learning Objectives: 

You will have learned how to create Landing Pages, Forms and you will know how to install DXPR Demo using XAMPP server. 

Deliverables:

• You will deliver some finished Landing Pages or, draft landing pages
• You will have created some forms or draft forms
• Documentation related to your Landing Pages
• You have a Drupal 7 and 8 DXPR Demo for your landing pages and for possible A/B testing. 

Part 3: Your first campaign: Landing page and Drip campaigns for large target markets (government, NGO, high-tech, etc)

Week 1:

Do your research on your target markets and drip campaigns.

• Do some research and find the large target markets and target audiences
  • Find any target audiences that DXPR should also focus their resources on.
• Analyze the target markets, the channels they like to be communicated by, their customer journey lifecycle and any other marketing analysis that will help build a clearer picture. 
• Write this down in a report. 

Week 2:

You will work on a campaign and on the target markets. 

• Create your first fully-fleshed campaign
  • Plan your full campaign and what you would like to include in it and what content should be included 
• Find the target markets and how they should be communicated with through the drip campaigns 
  • Look at the data in Mautic and the industries on the ‘Facebook’ section of app.DXPR.com 

Week 3: 

Work on your email templates and landing pages.

• Adjust email templates and landing pages according to the target audience
• Think about how each audience can be attracted with different landing pages (and call-to-actions’) 
• Document your reasonings and write down why you choose certain things
• Keep working on your campaigns and try out different approaches to drip campaigns. 
• Resources:
  • Mautic Drip Marketing Campaign
  • Automated Drip Campaign 
  • Video

Learning Objectives: 

You know how to create drip-campaigns and what makes them successful. You will have learned how to analyze the client data to find target markets. 

Deliverables:

• You have a list of identifiable target markets and a profile of them. 
• You have written down their customer life cycle, 
• You have created draft campaigns based on the target market
• You have created email templates for the draft campaigns including the copywriting. 

Part 4: Improving our customer onboarding campaign

Week 1:

You will do some research on customer onboarding and what other companies are doing.

• Do some research and look into competitors and how they onboard their new clients and what stands out. 
  • Note down the similarities you notice from these onboarding processes. 
• Find examples of other on-boarding processes. 
• Write more onboarding emails and customer success emails if necessary or improve the old ones. 
  • Look into the Google docs ‘CSM Email Templates’ and add to it if need be or improve upon some old emails
  • If you have made any changes make sure to also change the text in the email templates if need be. 
     

Week 2:

You will now look into our onboarding campaign to improve whatever needs improvement. 

• Look into the customer onboarding campaign and improve whatever can be improved
  • Look into the schedule of the 90-day onboarding program, the external communication strategy, etc 
• This means: if the content isn’t appropriate or other content can bring better success than improve it
• Look into the timing of the event triggers and the types of emails
  • Do some research into how other companies time their emails 
  • Find similarities and differences. E.g. Adobe Lightroom CC Onboarding is very simple compared to the Squarespace onboarding. 
  • Draw inspiration from Companies that are doing it successfully
  • Resource: This website shows you the onboarding processes of various companies from various industries. 

Week 3:

This week you will continue to work on the documentation for the campaign you are making. 

• Write additional educational content, focus items if needed, dynamic content, more emails or other assets for Mautic that can be added into the campaign 
  • Try to have a reason as to why you chose certain topics. E.g. 
• Write down your what you have improved and what changes you have made and your reasoning behind it. 
• Put your emails in the google sheet. 
  • This will give you a better overview of what has already been written.
• Look into the google docs CS strategy and improve/add to it. 
• Google sheet

Learning Objectives: 

You will have learned what customer onboarding is and what importance it holds to SaaS companies based off of research. You understand the timing of Mautic cron jobs. 

Deliverables:

• Short documentation on the competitors' onboarding 
• You have written additional emails for customer success 
• You have created at least one or more educational documents that can either be turned into tutorials or into emails for on-boarding. 
• Add the new emails from all the previous weeks into the google spreadsheet 

Part 5: Using Mautic to create lists of highly interested people based on actions on our website. Create personalized campaigns for smaller groups

Week 1:

You will look at Mautic and it’s dashboard and what should be measured, analyze what clients are clicking on and doing on the site and begin to think about what types of campaigns would work for them and what the goals are.

• Go through the dashboard in Mautic and analyze the data.
  • Look at the widgets and analyze the data presented. 
• Add more widgets if you think it is necessary or you think there is a type of data missing that should also be collected and measured. 
  • You can add and remove widgets easily in Mautic and you can also choose what data should be collected and visualized in Mautic. 
  • E.g  the bounce rate, the amount of time people have spent on pages
• Make sure the dashboard is appropriate to what you are using the automated marketing software for
  • This means the widget should make sense and be appropriate to what you are doing.  
• Make sure the visualization also works with the data you want to measure and have an overview of 
   

Week 2:

You will look at what customers are doing and saying.

• Look at the data of the clients and see what pages they are clicking on
  • Look into what this data could mean or how I can be used. E.g. if the client clicks on the download page multiple times a day what does that mean? 
• Look into tickets to see if there are any issues that are repeated and can be solved through a campaign 
  • E.g. a couple of tickets mentioned that they struggled with Positioned layers so we created an educational email ‘tips & tricks: positioned layers’
• Write down any potential smaller groups you have found if they are worth putting resources into them.
  • If you’ve noticed any patterns or certain target audiences popping up, create a profile of them or even a buyer persona. 
• Visualize the data you have found by looking at clients in Mautic 
  • Put the data you have found in graphs, or pie charts or any other methods of visualization. 
     

Week 3:

You are going to continue working on finding smaller target audiences/ adding more details/ information to the target audiences already found and planning campaigns.

• Write down strategies and the smaller target audiences you have found 
  • Strategies could be targeting certain content, etc
• Find interesting clients and put them into a list 
• Find what types of campaigns would be appropriate to these smaller groups, how they should be communicated with, etc.
   

Week 4:

You will write content for your target audiences and you will create drafts of personalized campaigns for them. In addition to this, you will also create drat templates and copywriting. 

• You will write more copywriting based on the target audiences you have identified or any other content you have come up with throughout the training that will be relevant.
• Begin to create personalized campaigns for smaller groups and target audiences you have identified in the weeks before. 
• Work on email templates for the personalized campaign. 

Learning Objectives: 

You will have learned how to create personalized campaigns based on the list of interesting clients. 

Deliverables:

• You have identified at least one widget to add to the Mautic Dashboard 
• You have written down the strategy or strategies for the lists you have found
• You have created the lists
• You have written down what you plan to write or create for the identified clients. 
   

Part 6: Collecting customer feedback and integrating it into our Marketing Automation software

Week 1:

This week you will be collecting customer feedback.

• Create an NPS survey or any other appropriate survey depending on what you want to measure and what type of feedback you want to collect. 
  • You can use google forms or surveyplanet or any other free survey making tools. 
  • Include questions that will help you find out what clients struggle with, what they like and what improvements they want. 
• With permission, send out the survey to the customers
  • Collect the data and analyze it. 
• Look at the prior NPS survey and see what clients rated in the past 
  • Use this as a benchmark or to make improvements on certain aspects. 
     

Week 2:

You will write up a short report on your findings and feedback. You will also integrate it into the software

• Integrate the data from customer feedback into Mautic
  • This can be done via stages, points, etc
• If necessary add more widgets based on the feedback so that the data can be continuously collected. 
• Possibly write a situational Analysis based on the feedback given. 

Learning Objectives: 

You will have learned how to use customer feedback. Create appropriate surveys and you will strengthen your analytical skills. 

Deliverables

• You have collected feedback and put it into Mautic either via stages, points, tags, etc. You have found the appropriate metric on Mautic.
• You have created A survey and survey questions
• You have written down your reasoning behind what type of feedback you have collected/measured and you will also have a short analysis of the data and what can be taken from the analyzed data. 

Evaluation 

You will be evaluated based on how you have created your content. It should be relevant and realistic and should be applicable to real-world scenarios.  This will also count for your strategies and campaigns. 
Your email templates will be evaluated based on design principles. 
Your campaign success will also be evaluated based on customer feedback. You will also be evaluated based on your skills. 
You will also evaluate your own performance and how close you are to reaching the learning objectives and to what extent you are able to do the deliverables. 
However, you should also write down metrics for evaluation. Any metrics you can use to measure your strategies, your emails, and campaigns.