It all started in 2018 when our VP of Business Development, Chris O’Neill, brought an idea to the table that has stuck with us ever since. Initially, we envisioned it as a team-building exercise—bringing our team together, enjoying the spring outdoors, and tackling a challenge. However, it quickly evolved into something much more significant. We wanted to expand our Goose Gives Back program, which we had been committed to for years, and this initiative perfectly aligned with our values and goals. Our first year began with several runners and a group of walkers heading down Yonge Street, raisin ..read more

Designing a lead scoring model seems like a complex proposition. And if you jump into it without a solid strategy in place, you aren’t going to see game-changing results (or a happy sales team). So let’s break it down. There are clear steps you need to take to build and implement a lead scoring model: Assemble your cross-functional squad As we mentioned earlier, lead scoring is a team sport. It’s only useful when all the relevant players are aligned, bought-in, and using the framework on a daily basis. So before you start assigning points and determining thresholds, recruit active partici ..read more

In this episode, Michael and Kevin discuss evolving marketing strategies, focusing on quality leads over quantity, aligning sales and marketing teams, and enhancing campaign effectiveness for business growth. Thanks for checking out the Wing It Podcast! Tune in for each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.  WATCH   LISTEN OR DOWNLOAD The post Wing It Unhinged – Content Strategy Meets Marketing Operations – Wing It Episode 96 appeared first on Goos ..read more

We’re still buzzing from the Insurance Brokers Association of Alberta (IBAA) 2024 Conference. Thank you to the organizers who brought together leaders in the insurance industry to discuss opportunities and challenges brokers are facing in a rapidly changing landscape. We had a chance to discuss the growth of insurtech, data analytics, and strategies to engage new and existing customers. Always a highlight was the CMO Panel where leaders from Wawanesa, Aviva and SGI shared their perspective on where the insurance industry is heading. Highlights  included the discussion around the importanc ..read more

Have you ever wondered why some businesses seem to effortlessly engage their audience while others struggle to get their marketing off the ground? The difference often lies in understanding and navigating the chasm of marketing maturity. This concept, explored in Goose Digital’s Migrator’s Handbook, provides a roadmap for businesses looking to transform their marketing effectiveness across different stages of maturity. Understanding the Chasm of Marketing Maturity At its core, the chasm of marketing maturity is about the evolution of a company’s marketing strategies and their ability to drive ..read more

As we progress through the second quarter of 2024, it’s key for insurance providers to evaluate their digital marketing strategies against the backdrop of this year’s most effective tactics. This review will help in understanding what’s working, what’s not, and how to pivot to maximize impact in a highly competitive market. Embracing Advanced Personalization One of the standout tactics of 2024 has been the use of advanced data analytics and AI to drive deep personalization. This approach has proven essential in increasing engagement and conversion rates by delivering content and offers that ar ..read more

Welcome to a new era of email marketing where your creativity meets efficiency in Act-On’s revamped Email Composer. With its enhanced styling options, better mobile responsiveness, and a user-friendly interface, these updates are set to transform how you connect with your audience. Let’s explore how you can leverage the new features to create emails that are not only eye-catching but also highly effective. Getting Started When starting a new email campaign, navigate to Outbound > New Message and open a new tab by selecting + Blank Message. Email Properties Setup Before diving into design ..read more

To paraphrase an old saying: You can lead a prospect to your website, but you can’t make them buy. On the other hand, you can improve your chances considerably with a lead nurturing campaign, helping your prospects every step of the way. Almost two-thirds of leads aren’t sales ready. But rather than ignoring the ones that aren’t ready yet,  you can strategically nurture them to grow your haul of sales-qualified leads. Building trust and fostering relationships with qualified prospects, regardless of their stage in the buyer’s journey, is a key element to uncovering quality lea ..read more

CMOs and other marketing leaders are under increasing pressure to expand pipeline for sales. We have tips to help! Shrinking budgets, rising expectations, and a growing disconnect between CEOs and CMOs about the “most important” marketing metrics lead to more questions than answers about how to expand pipeline. According to a recent report, the probability of CEOs and marketing leaders agreeing on top marketing metrics is like a flip of a coin (50/50). But despite a growing disconnect, most can agree on one important priority: revenue growth. And achieving that is rooted in suppor ..read more

As the digital realm continues to evolve at a breakneck pace, businesses find themselves at a crossroads, trying to decode the most effective strategies to drive marketing performance and revenue growth. The journey to digital marketing success is intricate, often requiring a sophisticated blend of strategy, creativity, and technology. This brings us to an intriguing discussion at Goose Digital shedding light on the trials, triumphs, and transformations within the digital marketing sector as we navigate through 2024. The Slow Start to 2024: A Universal Trend As businesses wrapped up the previo ..read more