We all know that every crisis is an opportunity, but there are some crises that are so vast that it’s hard to see a silver lining.
2020 has offered a once-in-a-generation crisis, with a tragic pandemic leading to global economic uncertainty. It’s a tough time for professionals and a tough time for businesses, which is why associations are more important now than ever.
Every purchasing decision happens at the end of a journey. When you buy a sandwich, it’s because you felt hungry, you thought about your food options, and you decided that the best available choice was a sandwich.
Association members follow the same process when they’re making decisions about attending events, renewing their membership, or getting certified. Their journey begins with the realization that they need something to help their career or their personal aspirations. Ideally, that journey ends―and another one begins―when they engage with your association.
Many associations approach marketing automation (MA) from a purely cost-savings perspective. These associations look at the time and resources that go into their current marketing efforts, and they calculate what they could save if some marketing tasks were automated.
These associations are not wrong. If you use MA to handle some everyday marketing tasks, you will see some cost savings.
But if you don’t use MA as a springboard to greater transformation, you’re leaving money on the table.
When you switch to marketing automation, you’re also adopting a whole new marketing culture.
This culture change can be a big shift for your team. Instead of thinking about products, they’re now thinking about personas. Rather than thinking about the needs of the association, their focus is now on the needs of the member. This affects all day-to-day operations, requiring a more strategic and data-driven approach to lead acquisition.
And if that’s not happening, then something’s gone wrong.
Are you struggling to get new technology approved that could help you reach organizational goals? Buy-in is one of the biggest hurdles for every IT upgrade project. Before you can put any of your great plans into action, you have to present your case to the executive team and convince them to invest the association’s resources in your new platform.