A French marketing automation tool on par with the best players on the market: does such a thing exist? If you’re asking the question, it’s because you don’t know Webmecanik yet: a French company that hosts, supports and customizes the open source software Mautic for its clients.
The functional depth of Mautic lets Webmecanik position itself as a direct competitor to HubSpot, with equivalent features and a more affordable price. The real bonus? A significant extra layer of French-speaking support and services, a bit like your HubSpot agency if you’re on HubSpot.
Webmecanik’s feature set
Email marketing and landing pages
Webmecanik gives you a very intuitive email editor that lets you build high-performing emails with drag and drop, from a template library or by creating your own designs.
The tool runs smoothly and lets you insert dynamic content for personalized emails, as well as test which configurations deliver the highest open rates with the A/B testing feature. To optimize your deliverability, Webmecanik is partnered with Mailjet, which handles the routing of your emails.
On the same principle of direct visual rendering, Webmecanik offers a landing page builder for effective, conversion-optimized pages to plug into your acquisition scenarios. You can also A/B test them to explore different options and strengthen your lead generation.
Add forms to your landing pages to identify anonymous visitors and bring them into your lead nurturing scenarios. The editor is easy to pick up and lets you set up features that make data collection easier, such as automatic field filling and social login.
Once the data is collected, it’s time to automatically trigger actions to move leads forward through your conversion funnel.
Overall, the tool is very intuitive and easy to use: every feature you need to create emails and landing pages that convert is there.
Lead management
This is one of Webmecanik’s major strengths, and since we’re very happy to present a French tool with such a complete automation engine, we’re going to take the time to describe it in detail.
The scenario editor
Like the email editor, the drag-and-drop scenario editor is intuitive and easy to use. Webmecanik makes building workflows easier by offering a wide choice of triggers, which let you launch the right actions, with the right leads, through the right channel.
The tool takes a teaching approach and explains what the different possible fields mean:
- Decision: how your leads react to your campaigns.
- Action: a task carried out automatically by Mautic.
- Condition: adapting actions based on your leads’ behavior.
Everything is designed to let you build and personalize your campaigns as simply as possible, adapting contact-related actions to each contact’s profile and behavior.
Available channels
Another major asset of the tool is the number of channels at your disposal to get closer to your prospects: emails, pop-ins, web notifications and SMS.
The pop-in system lets you interact with visitors to your website when they’re about to leave your landing page. You can also do retargeting by turning these on-site notifications into web or mobile notifications.
On Twitter (now X), Webmecanik lets you extract the contacts who use the hashtags and mentions you follow. Automation then lets you launch campaigns aimed at these new leads: sending them a tweet that pushes relevant content, for example.
Segmentation criteria and lead scoring
Last point in this lead management section, and not the least: the segmentation engine. Webmecanik offers a very fine segmentation and lead scoring tool.
The French platform lets you easily split your contacts into segments that make sense for your industry. This segmentation is automated based on many criteria predefined in the tool, which you can of course customize to make them more relevant.
All the information about your contacts and their interactions with your campaigns is enriched automatically through the integration with your CRM software. This data lets you qualify your leads precisely, then trigger hyper-personalized campaigns.
By using the automation options and the workflow editor, you can set up an automated lead scoring strategy, assigning a score to your leads based on demographic or behavioral data.
These features will be directly useful if you want to set up an advanced Account Based Marketing strategy and tailor your message as closely as possible to the different decision-maker profiles within your key accounts.
A great tool, very visual and easy to pick up, ideal for an SMB that wants to step up its marketing without moving to overly advanced solutions.
Reporting in Webmecanik
Webmecanik doesn’t just let you set up advanced marketing automation scenarios: the platform also gives you data analysis tools, through dashboards that are, once again, very intuitive and visual.
You have all the tools you need to understand the reach of your actions, analyze how your customers and prospects respond, and then improve your future campaigns to maximize your return on investment.
More concretely, Webmecanik gives you access to the following metrics:
- Behavior and interaction analysis: pages visited, returning users, average time spent on your landing page.
- Results of your email campaigns: opens, clicks, best opening times.
- Custom reports: prebuilt dashboards are available in the tool, but you can also build your own reports based on your needs.
These analysis tools are available across all the channels mentioned in the previous section: easily measure the performance of your email, tweet, SMS and pop-in campaigns.
The reporting solution offered by Webmecanik is solid and will suit standard use. However, it doesn’t go as far as tools like Pardot, which notably offers attribution models.
Webmecanik’s support: the real bonus of the French solution
While Webmecanik’s feature set puts it on par with the best marketing automation software on the market, it’s on onboarding and support that the French player stands out from its competitors.
First of all, unlike most software of this kind, the support Webmecanik provides is premium for all its users, whatever pricing plan they choose.
This support includes:
- A dedicated account manager.
- Self-service resources with a very thorough FAQ, videos and articles.
- Very responsive email support: replies in under an hour, in our experience.
- A paid web marketing training program, the Webmecanik Academy.
Finally, another significant asset for French-speaking marketers like us: all these resources are available in native French, a big time saver for the members of your team who are least comfortable with English.
Webmecanik makes a real effort to make its tool as accessible as possible and drive strong adoption. All the content and resources are very well thought out, it’s a real success.
Webmecanik’s integrations
This is one of the strengths of open source: integrations are numerous, reliable and generally well maintained. Webmecanik also makes a big contribution here, notably to integrate the best French CRM software.
On the CRM side
You’ll find native integrations with most CRM software on the market:
- Pipedrive
- HubSpot
- Ines CRM
- Insightly
- Microsoft Dynamics
- Sugar CRM
- Zoho CRM
- Salesforce
On the lead generation side
For lead generation tools, Webmecanik integrates with:
- Most CMSs: BigCommerce, PrestaShop, Shopify.
- Webinar software: GoToWebinar, Webikeo.
- Data enrichment: Clearbit, FullContact.
- Zendesk, via Zapier.
Social media integrations
Finally, social media integrations mainly let you enrich your data with information about your prospects available on Twitter.
You’ll find all the integrations you’d expect with the CRMs and lead generation tools on the market. A good half are native, the rest go through Zapier.
Webmecanik pricing
On pricing, Webmecanik charges based on the size of your database, which means you can send an unlimited number of emails.
The marketing automation tool offers two plans:
- Entreprise: from €450 per month for 10,000 contacts, with monthly or annual billing. This plan includes all the features covered in our article, with unlimited landing pages, forms, multichannel campaigns and users, plus advanced lead scoring and AI features.
- Premium: from €563 per month for 10,000 contacts, this plan is aimed at companies managing a large volume of contacts. It adds custom objects, multi-domain management, advanced permission management, a reinforced infrastructure for high-traffic sites, as well as phone support and a quarterly meeting with the Webmecanik team.
In both cases, training and personalized support are available on quote.
The tool is fairly affordable, especially compared to other giants in the sector. We also like the clarity of the pricing grid and the ability to access every feature from the base plan.