By: Jason Green on May 20th, 2020
Product Spotlight: Anatomy of our Sync
integration | Email Automation | member retention | data marketing
Here at HighRoad, we’re passionate about helping associations select the right tools for their marketing technology stacks. Choosing the right marketing automation platform and email marketing system is a crucial step toward growing, engaging, and retaining members and customers. However, utility of these tools can be limited if the data isn't at the helm. If data within your digital platform isn't integrated with the data held in your Association Management System (AMS), then your platform output will fall short.
Marrying this data on an ongoing basis is what tells the full story about each individual. It's what makes a marketer truly data-driven and goal-tied. As such, today, we’re diving into our flagship integration product―our Plus Connector.
1―All Customer Sync
This is the primary contact sync for the Plus Connector. The All Customer sync imports all contacts you want to communicate with from your AMS to the marketing platform. This sync includes all the fields you’ll need to create and deliver personalized, automated messages to segmented lists of members and customers. The sync runs nightly, meaning no more manual updates of contact information into your marketing database. Not only does this save you time, but it also creates a single source for your data, ensuring accuracy and efficiency.
The Pre-Segmentation sync, otherwise known as commonly used lists, creates ready-to-use lists in your marketing platform so that your team only needs to select the list or group in order to send targeted messages. Consider this sync your one-stop click for operational efficiency.
- Member Type
- Age Range
- Career Level
- Job Function
- Event Registration
- Product Purchases
- Committee Participation
- Call for Papers
The Query sync leverages your AMS’ native query (or view) mechanism to create custom lists in the AMS. Most of our clients find that 80-90% of their data is accounted for in the previous two syncs, but for organizations where the tech team manages the data more than the marketing team, the query sync may prove as the better option.
4―Transactional Sync (available for Adestra and HubSpot)
This integration allows you to associate multiple layers of transactional history (event reg, orders, webinars, etc.) with one contact record. Organizations use this integration for invoicing purposes, and other hyper personalized communications with parent/child relational data.
- Streamlined data - Rather than spending hours manually uploading lists from your AMS to your marketing platform, all of your member and customer data will be available for you to quickly create targeted, segmented lists.
- Automated processes - Because our syncs run nightly, you’ll know that you’re using the most up-to-date data without having to do manual updates.
- Individualized experiences - By leveraging all of your available data, you’ll be able to serve up content, programs, and communications that truly customize your member and customers' experiences with your organization.
Want to hear more about integrating your platforms?
We're happy to talk to you about it more specifically as it relates to your organization. Book some time with us.
About Jason Green
Jason has an uncanny ability to communicate complex technical solutions across client teams while executing from non-technical descriptions. He has a Bachelors of Science in Information Technology Web Management and spent 13 years working at the National Association of Colleges and Employers. Having worked in an association for that length of time, he knows how best to communicate the value of technology solutions to empower the member experience.