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Aimee Pagano

Aimee joins HighRoad Solution with 15+ years of integrated marketing and communications experience, primarily in client-facing roles within the association and SaaS space. Her specialties include persona development, content strategy/management, lead gen and awareness campaign development, and website development/optimization.

Blog Feature

By: Aimee Pagano
May 17th, 2023

You buy a mystery jigsaw puzzle with 1000 pieces. About 200 are hidden in the couch. 500 are "somewhere" in the basement. And 300 have been chewed to annihilation by your puppy. 

This is pretty much how it goes when associations run off of disparate data and martech stacks. All clues remain a mystery. All insights into their members, their prospects, and their futures are lost. They have disjointed pictures and unintelligible stories about their audiences.

Consolidating data and finding that single source of truth can be tricky. Luckily Spark has a solid and evolving solution to mapping your data across your entire stack.

Blog Feature

By: Aimee Pagano
February 1st, 2023

Every year, associations and nonprofits clamor to reinvent their marketing, programming, and member experience strategies. And while the table always turns with new technologies and approaches, in 2023 and beyond, new audiences are also entering the mix. 

That's right. Gen Z is slowly working its way into the workplace and the buying market. In fact, according to World Economic Forum, by 2025, it's expected that Gen Z will be taking up 27% of this space.

Blog Feature

By: Aimee Pagano
May 19th, 2022

One of the obvious and most critical objectives of any association is to retain membership. Retention is a key performance indicator that impacts brand reputation, member satisfaction, and conclusively—financial statements.

The issue, however, is that generational and cultural landscapes are constantly evolving—yielding new consumer-buying behaviors, content-consumption preferences, and desired communication channels. 

As market demand is rewired, businesses are all seeing a natural need for remodeling, restructuring, and/or rebranding so that they're lock in step with audience expectations and needs.

Associations, and certainly memberships, are no different. Naturally, member-based organizations have to be extraordinarily proactive when it comes to identifying and dissuading member exits.

Blog Feature

By: Aimee Pagano
March 18th, 2022

Picture a giant herd gallivanting across a grassy knoll to troughs of delicious fruit. That's what's happening with associations and HubSpot. And there's reason for it.
 
HubSpot is providing something that not many others in the market can provide—a one-stop solution to growth and engagement
 
So why HubSpot for the association market? Given HighRoad's unique position in the association marketplace, we're perfectly poised to answer this question. 
In short, there are hundreds of reasons why associations and non-profits should, at least, be considering HubSpot. I'll dive into a handful of them.

Blog Feature

By: Aimee Pagano
February 24th, 2022

Across the business continuum, content is one of the most crucial elements when it comes to creating brand awareness, nurturing leads, and ultimately, bringing in revenue.  

Content is even more meaningful for associations because the general value prop for most organizations comes down to the 3 Cs: communications, communities, and most importantly, content.

From this perspective, content becomes the fuel for the entire operational engine, from marketing to sales to programming. 

Blog Feature

By: Aimee Pagano
January 31st, 2022

For most associations, adopting a new technology—particularly omni-channel marketing automation platforms—is all about shepherding legacy mindsets out the door. The biggest challenge comes down to large-scale adoption of new methodologies and practices that organizations may have never used before. Or even worse, failed to successfully implement in the past. 

With any major adjustment, there are common pitfalls: expectations aren't accurately set; adaptation is rushed; or the organization isn't culturally and mutually owning their newly acquired technology.