BAM! (Better Association Marketing) from HighRoad Solution

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.

Is this thing on? Sure-fire ways to test your new integration.

By: Aimee Pagano
February 21st, 2024

Data integrations are our specialty. And while we’d love to say that they’re 100% accurate all of the time, in the end, technology is technology. It’s only as good as the people behind it. When errors come up, most of the time, it isn’t about the technology that is ‘integration’.

No, that technology will continue running the same way it was designed to run. It will remain that gate that opens once signaled, allowing data to flow from one system (AMS, EMS and future association systems) to another system (HubSpot). Then the field, field attributes, values, and lists that flow through are based on the business rules and requirements dictated by its owners—the associations and nonprofits that we serve.

When an integration isn’t working, about 99% of the time, it’s:

The accuracy (or lack thereof) of their data
The way the data is configured within the AMS
The way tech assets are delivered
Staff’s lack of understanding around their data or how to activate on it

Data literacy counts: is your org getting the grade?

By: Aimee Pagano
February 14th, 2024

Data is abstract. Complex. Multi dimensional. It has wide-spread application and needs a lot of grooming for performance. It’s no wonder there’s often confusion and malaise around it.

From an organizational perspective, however, all staff should have an optimal level of data literacy in order to put their data to action. Literacy doesn’t just apply to Data Analysts or Data Operations Managers. No, every individual within an organization should have a base level understanding of what data is available, how it’s organized, how it works, and how to upkeep it according to governed standards.

When you think business requirements, think chicken soup.

By: Aimee Pagano
February 7th, 2024

There are a lot of terms thrown around when it comes to identifying the right data to sync from one system to another. Requirements gathering, requirements capturing, requirements elicitation. They’re all different ways of saying that the same thing—"let's identify the data that's going to move our association in the right direction."

In the end, it’s about digging deep on what your organization needs to grow, sustain, or change and following that trail to the end of the data line. Come to think of it, identifying the right data to bring from one system to another isn't unlike making chicken soup. Yes, you heard that right. Let's dig into that.

Are you datably responsible: exploring permission-based sending models

By: Aimee Pagano
January 24th, 2024

Compliance isn’t easy, particularly when it dictates an overhaul in thinking. So it’s understandable that adherence to new policies takes time. With that said, today’s compliance and privacy issues are moving at light speed. It’s no longer a ‘nice have’ to give your audiences some arm room. It’s a must.

Associations continue make moves to respect their members’ dance space when it comes to emails. Most of our clients have dimmed down the mass blasts and have truly started effectively incorporating tailored, targeted messages to their constituents.

But there’s still so much more that can—and should—be done from a compliance and privacy perspective. Let’s take a look at leading practices in compliance and consent.

1 of these things is not like the others: how Spark stacks up to other integrations

By: Aimee Pagano
January 18th, 2024

We, at HighRoad, are proud of our Spark integration software. After years of practice across multiple Association Management Systems, digital marketing platforms, and associations/nonprofits, we're confident that our software is making an imprint on the association industry.

Spark is the most effective way for association professionals and marketers to democratize their data and get the most out of their tech stack. And when combined with HubSpot, it's the best way for organizations to reach their goals, strategically and operationally.

But, even as a standout integration, the waters can get muddy with all of the other options out there, so let's unpack what integrations do what, what type of integrations fall short, and specifically, what makes Spark stand out from its counterparts when it comes to marketing and segmentation.

Who’s in the driver’s seat? Building your data governance framework.

By: Aimee Pagano
January 10th, 2024

Data can be a lot of things. It can drive stability. It can weed out ambiguity. At its best, it can lay the foundation for smart decision-making, elevated performance, and growth.

Associations and nonprofits are no exception to these rules. They rely on data to properly engage members and prospects, create membership programs, optimize content, provide services, and manage many other functions throughout the day-to-day.

The challenge is ensuring that the data used is reliable.

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