Acquia Buys Open Marketing Automation Company Mautic: Details About The Deal You Should Know

By Dan Anderson ● May 15, 2019

Acquia, an open source digital experience company, recently announced that it acquired open marketing automation and campaign management platform company Mautic. The combined companies will form the only open alternative to expensive, closed, stagnant marketing clouds — which expands Acquia’s vision to offer the industry’s first Open Digital Experience Platform.  As a result, customers will be able to automate, personalize, and measure the entire customer lifecycle across every channel at every stage and at every interaction.

“In today’s world, brands need to engage with their customers in a unified and intelligent way,” said Acquia co-founder, CTO, and chairman Dries Buytaert — who is also known as the founder of the Drupal content management system. “The addition of Mautic helps us support brands on this mission, while also pushing us towards our vision of building the Open Digital Experience Platform. With this acquisition, we are combining open source content management with open source marketing automation. Just as Drupal disrupted web content management, we believe Mautic disrupts the marketing automation world with open source, providing our customers faster innovation, more agility, more flexibility, and better integrations.”

By adding Mautic’s marketing automation and campaign management capabilities to Acquia’s broader Digital Experience Platform, it will drive seamless and one-to-one customer experiences across any digital channel whether it is on the web, SMS, email, push notifications, social media or voice.

“Open source is poised to transform marketing in the same way it has every other function in the enterprise. What Drupal did for the web, Elastic did for search and MongoDB did for databases, Mautic is doing for marketing automation,” added Mautic founder and CTO DB Hurley. “With more than 250,000 users across 188 countries, Mautic has proven that marketers want the option to build and deploy digital experiences on their own terms – and we haven’t even reached the tipping point of demand. As advancements in AI, voice, and connected devices raise the bar for customer experience, there is a growing need to innovate at the edge of customer expectations – one that only open source can satisfy.”

Global brand experience agency VMLY&R had selected Acquia as its partner since the open source foundation enabled them to harness creative technology for executing their vision.

“We believe strongly in the power of open source to drive experience platforms; to create the digital experiences of the future, we needed the freedom to innovate without bounds,” explained VMLY&R chief experience officer Jeff Geheb.

Currently, Mautic has 100 martech integrations and well-documented API libraries for integrations with many more options. And Acquia’s Digital Experience Platform was built on the open source and platforms.

“The future of marketing is open,” said Acquia CEO Michael Sullivan noted. “Only open architectures can easily fuse disparate data and marketing technologies, creating new avenues of advancement for machine learning to automate digital experiences at scale. All this will be enabled by open source developer communities that have shown how they continually innovate ahead of the market — maximizing marketing investments instead of rendering them obsolete. Mautic builds on our vision to deliver an Open Digital Experience Platform for our customers and partners. We’ve created the only true alternative to the stale marketing clouds that restrict marketers from the freedom to innovate.”