Marketing automation is commonly viewed as a tool for lead generation only. Often forgotten is all the other value marketing automation brings to your organization's communication strategy. This presentation will outline five ways marketing automation supports Marketing, Client Services, and Human Resources as well as provide a glimpse into the future of marketing automation and its evolving marketing technology landscape.

1. Kevin Butlerkevin.butler@goosedigital.com
VP, STRATEGY,
GOOSE DIGITAL
TORONTO, ON ~ MAY 17 – 18, 2018 | DIGIMARCONCANADA.CA
#DigiMarConCanada
5 Marketing Automation
Use Cases to Power (the
Rest of) Your Business
KEYNOTE

2. Goose Digital
Who Are We?
● Experts in marketing automation and
digital marketing services
● Specialize in underpinning technology
investments with long term strategy
● Offices in Toronto, Edmonton and
Vancouver
● Deep roots helping established orgs
transform experiences and operations
● We’re at booth #8

4. The role of Marketing is changing.

5. Industry &
Prospect
Awareness
End-to-End
Customer
Experiences

6. Goose Digital
The Modern Marketer Is...
● Strategic
● Data-driven
● Focused on personalization
● Revenue & profit accountable
● Obsessed with scale
● Tech savvy

7. The average marketing budget is
12% of company revenue.
2017-2018 Gartner CMO Spend Survey

9. 2012 2014 2016 2018
500
1,000
3,000
5,000
7,000
10,000
The Rise of Marketing Technology

10. In 2017, 27% of marketing
budgets were allocated towards
technology.
2017-2018 Gartner CMO Spend Survey

11. CMOs pulled back from 2017’s
spending amid concerns about
marketing’s ability to effectively
acquire and manage technology.
2017-2018 Gartner CMO Spend Survey

12. Goose Digital
MarTech Adoption Is High, But Is The Value?
Pressure from CFOs and CIOs means that
now, more than ever, CMOs need to
improve their MarTech capabilities and
prove their technology chops.
Ewan Mcintyre, Gartner Research, research director
© Copyright 2018 Goose Digital | Slide 12

13. The key to driving value from your
MarTech stack is establishing a
foundation.

14. Marketing Automation is the key.

15. Mar•ket•ing Auto•ma•tion
→ the automation of actions & tasks.
The software that exists with the goal of automating marketing actions. Many marketing departments have
to automate repetitive tasks such as emails, social media, and other website actions. Marketing automation
technology makes these tasks easier.

16. Goose Digital
What Does Marketing Automation Actually Do?
© Copyright 2018 Goose Digital | Slide 16
● Email Marketing
● Landing Pages
● Forms
● Social Media
● Tracking and Reporting
● Triggers and Alerts
● Account Based Marketing
● A/B Testing
● Personalization
● Database / List Management

17. Goose Digital
The Modern Marketing Foundation
© Copyright 2018 Goose Digital | Slide 17
A/B
Testing
List
Mgmt
Website
Tracking
Personalized
Content
Automated
Drips
Lead
Scoring
Email
Campaigns
CRM
Integration
Contact
Forms
Dashboards
& Reporting
Marketing Automation Platform
Website Landing Pages / Microsites
Website
& Blog
Email
Marketin
g
Social
Media
Search Events
Press &
Analyst
s
Partner /
Channel
Direct
Mail
Ads &
Media
CRM & SALES TEAM
Data actionedData collected
Strategy

18. Goose Digital
The Modern Marketing Foundation
© Copyright 2018 Goose Digital | Slide 18
A/B
Testing
List
Mgmt
Website
Tracking
Personalized
Content
Automated
Drips
Lead
Scoring
Email
Campaigns
CRM
Integration
Contact
Forms
Dashboards
& Reporting
Marketing Automation Platform
Website Landing Pages / Microsites
Website
& Blog
Email
Marketin
g
Social
Media
Search Events
Press &
Analyst
s
Partner /
Channel
Direct
Mail
Ads &
Media
CRM & SALES TEAM
Data actionedData collected
Strategy
Sounds good, right?

19. 98%Marketing Automation is critical to
their long term business success.
of marketers
agree
The State of B2B Marketing Automation, 2017

20. 98%Marketing Automation is critical to
their long term business success.
of marketers
agree ONLY 53%of B2B organizations currently use
Marketing Automation technology.
The State of B2B Marketing Automation, 2017

21. 41% of orgs are using marketing
automation to its fullest capacity.

22. For MA, it’s time to think beyond
lead generation.

23. 1. Customer Service

24. Goose Digital
1. Customer Service
● Satisfaction surveys
● Post-sale product support
○ Warranties, registrations, etc.
● Monitor customer engagement
○ Email, social, etc.
● Sales outreach triggers

25. 2. Customer Marketing

26. Goose Digital
2. Customer Marketing
● Upsell / Cross-sell / Trial conversions
● Renewal process
○ Triggers for internal account team
○ Education drip for customers
● Segmentation/Grouping of customers
○ Product news / updates
○ Relevant “how to” info or product
step-through’s
● Corp. news / events / office closures
● Loyalty and incentive programs

27. 3. Partner Marketing

28. Goose Digital
3. Partner Marketing
● Partner-specific newsletters
● Track partner engagement
● Control information within a gated portal:
○ Collateral
○ Marketing positioning
○ Price lists & battle cards
● New partner onboarding programs

29. 4. Internal Communications

30. Goose Digital
4. Internal Communications
● Automate department segmentation for
tailored content
● Automatic resends for non-opens; alert if
employees aren’t reading/engaging with
content
● Monitor engagement for procedural /
compliance issues
● Share corporate news and recent wins
● File storage for larger orgs**
** if no intranet/storage portal already exists

31. 5. Recruiting & Onboarding

32. Goose Digital
5. Recruiting & Onboarding
Recruiting
● “Need to know drip”: Org details, location of
office, interview prep tips
● Monitor engagement of interested candidates
Employee Onboarding
● Streamline employee onboarding and
collection of information (LP’s / forms)
● Education drips for internal tools and
processes
● Time triggered notifications for annual
reviews, etc.

33. Goose Digital
Recap & Wrap-up
Marketing Automation: It’s time to think beyond lead generation.
© Copyright 2018 Goose Digital | Slide 33
Lead Generation Customer Service Customer Marketing
Partner Marketing
Internal
Communications
Recruiting &
Onboarding

34. Meet Goose Digital at booth 8 in the Exhibition Hall.
Thank You.