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The combination of market-leading technology and digital marketing expertise is designed to help insurance brokers accelerate sales and improve multi-channel service.

TORONTO, ON – February 19, 2019 – Goose Digital, Canada’s leading marketing automation agency, today announced a best-of-breed digital marketing offering for insurance brokers to accelerate new sales, increase customer renewals and referrals, and improve multi-channel customer experiences.

Today insurance brokers are challenged with adopting a digital strategy across their entire business. Many are still operating in an analog mode or are digital beginners struggling to organize their digital tools, resources, and campaign tactics into a meaningful program that drives growth. In addition, many brokers are challenged in keeping up with evolving customer demands, are still using legacy technologies, and lack the expertise to successfully adapt to new digital mediums.

Goose Digital has developed a best-of-breed solution to help brokers accelerate their move to a strategic approach to digital marketing. The offering is made of a combination of leading Marketing Automation Platform technology and Digital Marketing Services services:

  • Strategic Digital Roadmap: A customized roadmap identifying the unique path a broker should take to adopt digital marketing strategically to drive growth. The digital roadmap is delivered using our Broker Digital Excellence Methodology and breaks down timelines, budgets, products, campaigns, staffing, and more to guide and define a transformative multi-year journey.
  • The Marketing Automation Platform: Your complete system of marketing execution for the modern insurance marketer. Marketing Automation sits above your Broker Management System (BMS) or CRM, combining your customer data with digital engagement data to deliver revenue-driving marketing campaigns. A Marketing Automation Platform will help digitally transform your insurance business.
  • Digital Marketing Services: We augment your team to deliver strategic campaign management to drive growth in both Personal and Commercial insurance lines. Brokers now get the benefit of senior Digital Strategists along with a team of proactive digital resources who keep your campaigns running smoothly.

“The time is now for Insurance Brokers to adopt a holistic digital strategy to meet the expectations of today’s insurance customer. This means actually creating a strategic plan, assigning a budget, and using market-leading technology and digital services in a professional approach,” said Michael Turcsanyi, CEO of Goose Digital. “Our insurance experience and innovative roots make us a strong partner for Brokers. Our goal is to help Brokers build a foundation for achieving growth for many years to come.”

Learn more about Goose Digital’s Best-of-Breed approach:

February 19 – Live webinar: Inside Navigators Insurance Customer-Centric Digital Transformation
Listen to the on demand recording here: www.goosedigital.com/webinar

February 26-27 – Insurance Canada Technology Conference, booth 12
Beanfield Centre, Toronto, Canada
Learn more here: www.goosedigital.com/ictc-2019

For more information about Goose Digital’s insurance offerings, please visit https://www.goosedigital.com/insurance

About Goose Digital

Goose Digital is Canada’s leading marketing automation agency. We take organizations on a journey of digital transformation to optimize operations and drive faster return on marketing investment with proven digital strategies and expertise with cutting edge technologies such as Act-On, HubSpot, Marketo, and Salesforce Pardot and Marketing Cloud. Our marketing automation experience helps organizations get to value faster while outpacing competitors with innovation and rapid execution.

The post Goose Digital Announce Best of Breed Digital Marketing Technology and Service Offering for Insurance Brokers appeared first on Marketing Automation Experts | Goose Digital.

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We are heading to ICTC on Feb 26-27 – looking forward to seeing you there!

In less than two weeks over 300 insurance professionals from across Canada will be meeting in Toronto to network, learn, and share about the changes and trends in the insurance industry. This year’s ICTC theme is “A New Insurance Order” is focused on Transformation, Innovation, InsureTech and Disruption and stacked with leaders in each of these areas. It’s sure to be great event.

We couldn’t agree more about the relevance of this theme. We are excited to be sharing our strategy-led approach of building a best of breed digital marketing foundation along with some actionable takeaways that will allow attendees to understand how to move forward in this New Insurance Order. We’re also excited to be exhibiting at ICTC with our partners, Act-On Software!

Strategic marketing and technology is our core business, but if we’re not in the “Insurance weeds” together, how can we create successful and relevant programs for our Insurance clients?

If you are attending, we’ve got several ways to connect with you! Join us for drinks and networking on Tuesday February 26 at 5pm in the Exhibition Hall (we’re hosting cocktails!), visit us at booth 12 all day on Feb 26 and Wednesday February 27, and finally catch our session, “Building a Best of Breed Digital Marketing Strategy and Program” with our own CEO Michael Turcsanyi and Act-On COO Bill Pierznik February 27 at 8:40 am.

Event Details:

When:February 26 and 27
Where: Toronto, ON
Venue: Beanfield Centre, Exhibition Place – We’ll be at booth 12

To learn more about ICTC or to book a meeting with Goose Digital, please click here. Drop by and say hello!

The post Join us at ICTC 2019 appeared first on Marketing Automation Experts | Goose Digital.

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How do brands set themselves apart from the competition in an increasingly competitive and crowded space?

How do they meet customer demands for any time, anywhere and any channel ability to engage or buy  – with personalized products and services? And how do companies deliver all this while driving profits? These are challenges that all companies face today – including the insurance industry.

For most policyholders or prospective ones, the products and services which their insurance provider sells appear very similar. The language and details of a policy can be very confusing. Most people don’t actually know what is included, so it’s difficult to know what differentiates one policy from another, and what to that point makes one insurance provider better than the next. Most of the providers that we speak with say that it’s the level of service that they provide that differentiates themselves but the reality is that until there is a claim or a problem, few have the chance to experience and evaluate this service.

So, what if instead of waiting until this occurs, insurance providers were able to get in front of this and transform how they drive brand awareness and engage with prospects? What if they could personalize how they connect with customers but operationalize it so instead of adding workload to their teams they actually increase efficiencies? It is possible but requires a big shift in how the industry has typically operated. And these changes have to touch all parts of an organization to truly have an impact – from people, operations, marketing, technology and analytics. And first and foremost leadership because that is where it all starts.

While it’s fairly easy to talk about what has to change, putting it into action is always more challenging.

But don’t just take my word for it – hear it directly from an insurance broker who is in the middle of an incredible journey of digital transformation.

Join our own Jennifer Pugsley, Navigators Insurance, and Act-On Software for a special live webinar on February 19 to learn what you need to know to become a digitally excellent broker and how this is critical to succeeding with today’s customer.

Click here to register for the free event. A live Q&A is available following the presentation.

The post Upcoming Webinar: Inside Navigators Insurance Customer-Centric Digital Transformation appeared first on Marketing Automation Experts | Goose Digital.

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In 2019 we’re going to see a lot of brokers doing what they can to get through a hard-market, we’ll see more consolidation and for forward thinking brokers, we’ll see big strides towards digital transformation.

Here are the top 5 trends we see insurance sailing towards in 2019:

  1. A shift from personal lines digital strategies to commercial lines focus. Since the introduction of digital in the insurance industry, it has been almost exclusively driven by B2C (business to consumer) strategies for personal insurance and digital tools such as online quote and buy, mobile self-serve applications, digital pink cards and more. The complexities of M/L commercial risks which prevented them from being quoted and purchased online and the notion that business to business (B2B) relationships would not work with digital meant that few have explored digital marketing opportunities in the commercial lines space. What’s changed? The proliferation of effective commercial strategies such as Account-Based Marketing Programs, which allows you to target a specific number of accounts on multiple channels and distribute different messages to different roles within these orgs (decision makers, influencers and gatekeepers);  Sales + Marketing Alignment programs where sales teams are alerted to hot leads marketing teams nurture those that aren’t quite ready to have a conversation; sophisticated LinkedIn sponsorships that target key audiences through thought leadership and customer marketing strategies such as 90/60/30-day renewal touch-points.
  2. Brokers are moving towards a strategy led approach Every time I think this industry is making headway and understanding what it really takes to transform a business into an omni-channel one, I read another article saying that all it takes is the flip of a switch, ie: use this technology platform, implement this website or application, post 20 times per day on Facebook and your brokerage will magically transform. The reality is that the brokers who have experienced any level of success know that not only do several of these tactical pieces have to be part of the structure, but that strategy is the foundation of this structure. They also understand that you can have the best technology, but if you don’t know how to enable it if you don’t know how to feed it and manage all the moving parts it becomes another frustrating “thing” you’ve spent money on. The brokers that embrace this approach put strategy at the forefront of all tactics and are those that see results.
  3. Leadership has to provide buy-in, and they need to sit at the table In our quest to help brokers, we talk a lot about the key role of leadership in a successful digital transformation. As part of our Digital Roadmap Workshop, we discuss the importance that this signals. It really touches on two key things: First, if you’re approaching digital for the first time (or you’re in the digital beginner stage) it’s critical for your team and partners to understand the level of commitment you are making. It will also help reduce roadblocks that will inevitably come up during different phases of transformation. Sitting at the table ensures that your voice and values – your brand- stays consistent through the transformation. Second, is that if you’ve been doing “great” digital things for a while, but have handed that sole responsibility over to a digital marketing manager, specialist or coordinator, you may not be fully aware of the milestones, wins, and challenges that have happened along the way. You may be focused solely on ROI, but have missed the foundational wins. In my experience, brokers that reach the digitally advanced stages have had leadership steering from the very beginning. 
  4. Full integration between systems is coming! Full API’s with carrier rates, web properties, applications, marketing automation platforms (MAP) and broker management systems (BMS) are coming. It feels like forever, but it will happen. On our side of the house, we hear over and over again that we cannot deploy “ X campaign” because we don’t have integration with our BMS, or we can’t get the support/data we need and that a manual or makeshift approach is not efficient enough for us. If you have attended our workshops, you know that we recommend being in what we call a “strategic approach” for a minimum of two years before moving to “optimizing growth”. And to even get to strategic approach means that you would have to crawl through the manual/makeshift jungle for a decent amount of time, this is actually to your benefit. Doing nothing or putting initiatives on hold because of integration barriers is far worse than moving ahead with what you can. When full API’s become a reality, brokers who have been steadily moving forward will be far ahead of the game.
  5. Marketing automation technology is powering all the pieces One of the major shifts we have seen lately is the move towards MAP technology to power a great deal of the digital strategies taking place today. These platforms were born out of the need to draw together channels, campaigns, departments, systems, audiences, behaviours and reporting into one singular view. We refer to this as the “the swiss army knife for your digital strategy”. Largely this has been driven by marketing professionals that know they need these tools in order to do their job at scale, push boundaries with things like personalization and give leadership and sales the insight they need. We’re going to further break-down key areas of marketing automation at the upcoming ICTC Conference (Insurance Technology Conference of Canada) in February.

As the disruption and shifts continue to happen, I am very excited to be on this journey. Whether working with clients who are just starting their transformation or those that are embracing more advanced strategies and tactics, I am looking forward to it all.

The post Where We See Insurance Sailing Towards in 2019 appeared first on Marketing Automation Experts | Goose Digital.

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Marketing Automation. At Goose Digital, it’s what we specialize in…but what is marketing automation exactly? We get back to basics and answer this fundamental question.

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

 WATCH

What is Marketing Automation? - Wing It Podcast Episode 17 - YouTube

 LISTEN OR DOWNLOAD

What Is Marketing Automation - Wing It Podcast Episode 17 - SoundCloud
(1499 secs long, 4 plays)Play in SoundCloud

Watch, Listen or Download other episodes of Wing It on YouTubeiTunes, Spotify, or SoundCloud for free!

The post What is Marketing Automation? </br>Wing It Podcast Ep. 17 appeared first on Marketing Automation Experts | Goose Digital.

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The B2B digital revolution isn’t happening – it’s already happened. Businesses are learning (whether the hard or easy way), that the old ways of sales and marketing no longer work. Digital transformation, therefore, is not only preferred but required to survive in today’s market. Michael Warren, President of COMDA.COM, joins us to discuss how COMDA has had to embrace digital transformation in order to stay competitive, even after 45 years in business.

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

 WATCH

B2B Digital Transformation (ft. Mike Warren, COMDA.COM) - Wing It Podcast Episode 16 - YouTube

 LISTEN OR DOWNLOAD

B2B Digital Transformation (ft. Mike Warren, COMDA.COM) - Wing It Podcast Episode 16 - SoundCloud
(3919 secs long, 7 plays)Play in SoundCloud

Watch, Listen or Download other episodes of Wing It on YouTubeiTunes, Spotify, or SoundCloud for free!

The post B2B Digital Transformation </br>(ft. Mike Warren, COMDA.COM) </br>Wing It Podcast Ep. 16 appeared first on Marketing Automation Experts | Goose Digital.

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January is a month full of predictions and dire warnings… and while not wanting to just jump on the bandwagon, there are a few key marketing strategies that will be essential for any company to embrace in order to succeed in our hypercompetitive world. Brokers, Carriers and MGAs who are willing and ready to make these changes have an excellent opportunity to really differentiate themselves from their competitors so many of whom continue to operate in the same way they have for years.

  1. Real Referrals. 2018 was the year of fake news and as a result, we are now far less trustful of what we read – unless it comes from someone we know or a truly reliable source. In fact, people are 4x more likely to buy a product or service when referred by a friend and 84% of people surveyed said that this was the MOST trustworthy source of recommendations (Nielsen). So why aren’t brands using referral marketing more often? One answer is that it can be a lot of work to follow up with every satisfied customer and ask for a referral. The better answer is that for companies without a marketing automation platform it can be a big effort. Brokers who will succeed with word of mouth marketing from their satisfied clients will have referral marketing as a critical aspect of their marketing strategy, implemented via a platform that makes enables this process to be largely automated, repeated and measured.
  1. Personalized Content. This has been a hot trend for a while, yet consumers still don’t feel brands are getting it right. Either there is not enough personalization (adding a first name is NOT true personalization) or consumers feel an invasion of privacy (remarketing on every web visit for days on end). Yet, 31% of consumers still say they wish their shopping experience was more personalized (Infosys) and 57% say they are willing to provide personal data in exchange for that relevant and customized experience (Salesforce). Challenges such as having the right data, access to it, plus a platform that allows for a strategic application of personalization at a mass scale are what hold most companies back.  The insurance industry has many advantages as they have relevant customer data on their policyholders stored in their own BMS’s. Building a plan of how to use the data to better serve their customers for renewals, policy updates and cross-selling and pulling actionable data into a marketing platform will provide them with a scalable way of delivering the personalization their clients are looking for.
  2. Removing Internal Silos. When consumers look at companies, they see one single brand. They don’t understand why customer service doesn’t have access to sales history and why account managers can’t see the record of service calls. And telling customers that the departments don’t use the same systems only serves to increase the frustration, potentially to the point of risk. An integral aspect of digital transformation is breaking down these barriers, sharing data and aligning towards common and unifying corporate and customer experience goals. (Mercury) Brokers who use a single system of record with a data strategy and governance adopted by all teams can significantly reduce customer churn. And best practice use of a CRM, BMS (and blockchain in the not-so-far-away-future) will not only deliver on delighting customers but will improve operational efficiency and reduce costs.

2019 is shaping up to be an exciting year. I am looking forward to seeing who will make take advantage of these game changers!

The post Top 3 Marketing Trends for 2019 – Insurance Industry, Take Heed! appeared first on Marketing Automation Experts | Goose Digital.

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The gift’s out of the sleigh bag – Santa Claus is an “official” client of Goose Digital. After a lengthy implementation process, learn about the 12 ways Santa Claus is using his marketing automation software to bring holiday cheer to kids around the globe! Happy Holidays!

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

 WATCH

12 Ways Santa Claus Uses Marketing Automation - Wing It Episode 15 - YouTube

 LISTEN OR DOWNLOAD

12 Ways Santa Claus Uses Marketing Automation - Wing It Episode 15 - SoundCloud
(1269 secs long, 4 plays)Play in SoundCloud

Watch, Listen or Download other episodes of Wing It on YouTubeiTunes, or SoundCloud for free!

The post 12 Ways Santa Claus Uses Marketing Automation </br>Wing It Podcast Ep. 15 appeared first on Marketing Automation Experts | Goose Digital.

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Will marketing automation take your marketing job? With the power of machine learning (or AI) growing exponentially each year, what can marketers expect or plan for in their future? In this episode, Goose Digital’s marketing automation experts discuss how automation will not only free up time spent on manual tasks but also give marketers the freedom to pursue a broader, increasingly sophisticated, digital strategy.

Thanks for checking out the Wing It Podcast! Tune in each episode to see Goose Digital staff (and the occasional guest), discuss digital marketing strategy, industry news, and exciting MarTech developments.

 WATCH

Will Robots Take Your Marketing Job? - Wing It Ep. 14 - YouTube

 LISTEN OR DOWNLOAD

Will Robots Take Your Marketing Job - Wing It Ep. 14 - SoundCloud
(1314 secs long, 12 plays)Play in SoundCloud

Watch, Listen or Download other episodes of Wing It on YouTubeiTunes, or SoundCloud for free!

The post Will Robots Take Your Marketing Job? </br>Wing It Podcast Ep. 14 appeared first on Marketing Automation Experts | Goose Digital.

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Last Thursday, Insurance Business Canada hosted its annual awards gala in Toronto.

Yes, there was a red carpet, ball gowns, tuxes and bottles of champagne but the evening was really about celebrating innovation, service, and leadership in an industry that many people find… well, less than exciting.

There was a tremendous amount of excitement and chatter in the room – and not just by those hoping to take home a statue. People were talking about how their organizations were changing and looking at ways to adapt to the evolving needs and demands of their customers, how technology was becoming a topic of conversation outside of IT, and how digital was a term being used at all levels of the organization.

In a change from past years, the room was not filled just with carriers and large brokers – independent brokers were present and winning awards. I even had an in-depth conversation with one such broker about how Instagram was being used successfully to drive brand awareness in their organization.

Despite not coming home with a statue for the Readers Choice Award for Best Industry Service Provider (Congrats to winners and tablemates Clearpay, and thanks for letting us at least touch your statue!), the big win for me was seeing an industry celebrating how it is embracing change and moving forward.

  

The post Thoughts from Insurance Business Canada Awards 2018 appeared first on Marketing Automation Experts | Goose Digital.

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