Question: which side of marketing is more creative, the art or the science? Most would agree that, historically, it’s the art that has received all the creative glory. But clever copy and arresting images aren’t the only expressions of creativity, and writers and designers are no longer the only artists in the room. Modern technology is empowering marketers of all brains (left and right) to solve problems and build customer experiences like never before, with greater personalization, context, and relevance. Join Mautic’s VP of Marketing, Katie Staveley, for a webinar that will open your eyes to why it’s critical that marketers work to build the skills that bring the creative forces of art and science together. At the end of this session, you’ll be able to: - Understand the difference between artistic and scientific marketing creativity - Empower your team with new creative approaches to your marketing tactics - Engage your creative side and deliver better marketing messages - Identify the technologies that will help you be more creative - Strengthen your overall marketing skillset to maximize your technology investment

1. 5 Ways Your Technology Runs
Best on Creative Juice
KATIE STAVELEY | VP OF MARKETING | KATIE.STAVELEY@MAUTIC.COM | @STAVELEY_KATIE

2. ❖ Creativity in Modern Marketing
❖ Creative Problem Solving
❖ 5 Ways to Inject Creativity Into Your
Marketing Through Technology
❖ How Mautic Can Help
What we’ll cover today
Getting the gears turning and the creative juices flowing

3. When we think of creativity:
● Art
● Design
● Color
● Music
● Voice & Story
The role of marketing has changed
● Art and Science
● Tight interdependency
Creativity in Modern Marketing
One of the most sought-after skills

4. “Coming up with new, innovative solutions and taking action”
Creative Problem Solving
http://cps.adobeeducate.com/US-Infographic
Ideas
● Campaigns
● Messages
● Program tactics
Action
● Utilizing resources (of all kind)
● Application of Technology
● Testing sparked by curiosity

5. Technology is simply a means to an end
The application of technology is what truly
solves the problem
Be weary of prefabricated playbooks or
templates
It’s no longer necessary to accept rigid solutions
– flexibility and openness are the future
Technology is a Vessel
Value derived from creative thinking and problem solving

6. @MAUTIC
WWW.MAUTIC.COM
5 Ways To Be
Creative

7. Find ways to personalize your message and distribution
1. Personalization
Content personalization
● Individual attributes
● Interest / affinity
● Behavior
● Channel preference
Distribution
● Website
● Email content, graphics, subject line
● Dynamic nurture streams
● Varied channels

8. Flexibility that boosts creativity
● Customized email templates
● Flexible form design and layout
● Dynamic content
● Mobile responsiveness
* But not at the expense of usability
2. Design Freedom
Visual perception is important to build credibility in your brand

9. Keep an open mind, every business is different
3. Channels
★ Stick with the “tried and true” for your
foundational campaigns.
★ Get outside the box every once in a while.
Part of your job as a modern marketer is
to go beyond the status quo.
“I’m B2B, we don’t send text messages.”

10. 4. Data
The keystone (and science) of modern marketing
Capturing Custom Information
Connecting Systems
Building Workflows

11. Start with your idea of what the right timing is for your audience
Consider different approaches by audience segment
Don’t rule anything out until you’ve ruled it out
Trying and testing new ideas is being creative
Exploring new approaches is how you optimize for success
Know your baseline, then let the machines take over
5. Timing and Cadence
Start with your trail markers while you explore new ground

12. Flexible Technology
Creativity thrives in flexible environments
To harness the real power of creativity,
your technology has to be flexible:
● Configuration
● Design and set-up
● Integrations and data sharing
● Multi-channel communications
● Reporting
And to harness the real power of technology,
you need imagination, art, and creative
problem solving.
Modern Marketing is the
interdependence of the science and art.

13. @MAUTIC
WWW.MAUTIC.COM
Mautic’s Marketing
Automation
Getting creative with:

14. The world’s only
Open Marketing Cloud
Enables companies to automate and personalize their entire digital experience:
● Across properties -- from websites to SaaS platforms to e-Commerce to mobile apps
● Across channels -- from email to mobile alerts to SMS to website toolbars to social channels
Only Mautic enables companies to create a singular, seamless brand experience

15. Open Marketing Cloud Includes
World-class Solutions to Deliver Superior Results
Mautic
MARKETING AUTOMATION
Maestro Maven
MARKETING MANAGEMENT MARKETING INTELLIGENCE

16. Digital Marketing Problems Solved
Modern Solutions for Today’s Business
Website
tracking
Progressive
profiling
Web
forms
Landing
pages
Contact
management
Audience
segmentation
Email
marketing
Automated
campaigns
Multi-channel
communications
Dynamic
content
Lead
scoring
Account-based
marketing
Third-party
integrations
Reporting &
attribution
Dashboard
analytics
A/B
Testing

17. Campaigns
Mautic Product Snapshot
▶ Launch Personalized, Multi-Channel Campaigns Quickly

18. Email Templates
Mautic Product Snapshot
▶ Easily Create Effective, Personalized Emails

19. Audience Segmentation
Mautic Product Snapshot
▶ Build Target Lists Based on Demographic/Behavioral Data

20. Integrations
Mautic Product Snapshot
▶ Connect with Plugins, Integrations, and the Open API

21. Summary
Key takeaways from today
Creativity and Creative Thinking are both important to
modern marketing
5 Ways Creativity Can Make Your Tech Investment
More Valuable:
1. Personalized messages & distribution
2. Design freedom
3. Expanded channels
4. Aggregated data
5. Timing & cadence of delivery
Modern Marketing is the interdependence of the
science and art.

22. @MAUTIC
WWW.MAUTIC.COM
Questions?

23. Thank you for joining today!
Want to connect or learn more?
Contact me:
Email: katie@mautic.com
Mautic Slack: @katie_s
Twitter: @staveley_katie
Contact Mautic:
Email: hello@mautic.com
Chat with us at: www.mautic.com
Want a guided tour of Mautic?
www.mautic.com/demo