Association Industry Commentary | HighRoad News & Events
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Congratulations to two of our recent clients named by Bisnow as being a 2016 association innovator and recognizing their work to advance association marketing. Both award winners were interviewed by Bisnow & their excerpts from how they innovate are as follows:
Innovative project: Recently traded in a promotional-based marketing communications strategy for a more robust content strategy and began educating organization’s network more effectively, de-emphasizing direct sales approach. Kicked off project using HubSpot as new marketing automation solution and partner HighRoad Solution for implementation and training. Dashboard monitors the interests of the organization’s network of over 100,000 nonprofit leaders to better understand their wants, needs and behavior. Click-through rate has tripled to 15% and acquired over 100 new leads.
Lessons learned: Always engage the IT team in the beginning of big integration projects, research new technology solutions in great detail (took six months to finally choose HubSpot) and get team excited about the change so everyone is motivated to work hard and not be burdened by the work.
Best way to be innovative: Make sure the senior leadership team includes a marketing professional. Marketers drive demand for an organization’s resources, products and services and feeds the growth pipeline.
Recent project: Integrated content marketing and marketing automation software for the last two years—realigning culture to be more content-centric. The project’s success came from clarity in the endeavor, identifying championsin the organization who would rally around the project and research to cement correlation between others’ successes and forecast successes of the project participants.
Lessons learned: Pacing the project helped garner buy-in and made the process seem less disruptive.
Best way to be innovative: Don’t be afraid to “borrow” innovation from the for-profit world. Look, listen and learn from everything else out there and make them your own.
Congratulations! We love doing good work together!
