---
title: "On-Demand Webinar: Evolving Your Marketing Technology Stack to Drive Business Results – Personify"
description: Did you miss out on last weeks webinar? Check out this recap and learn how your organization can drive revenue through digital!
---

[BAM! (Better Association Marketing) from HighRoad Solution ](https://www.highroadsolutions.com/blog)

# [On-Demand Webinar: Evolving Your Marketing Technology Stack to Drive Business Results – Personify](https://www.highroadsolutions.com/blog/on-demand-webinar-evolving-your-marketing-technology-stack-to-drive-business-results-personify)

 Written by [Abigail Conlon](https://www.highroadsolutions.com/blog/author/abigail-conlon) | 8/2/17 7:00 PM

Did you miss out on last week’s webinar? Check out this recap of “Evolving Your Marketing Technology Stack to Drive Business Results – Personify”. Suzanne Carawan, HighRoad Solution, and Dave Sherman, American Optometric Association, walked through a case study of AOA’s journey to marketing bliss by taking initiative in the digital marketing world to generate revenue in their own organization!

**Key Points of Discussion: **

**Top Initiatives in the Association Industry **

1. Personalization: right message; right person; right time
2. Automation: less labor-intensive processes; shift focus to customer experience
3. Transformation: Re-evaluate; re-configure; re-imagine

**Association in Transformation: About The American Optometric Association **

The American Optometric Association [“is the leading authority on quality care and an advocate for our nation's health, representing more than 44,000 doctors of optometry (O.D.), optometric professionals and optometry students”](https://www.aoa.org/?sso=y). Focused on advocacy, education, and career networking, AOA has a vision for digital transformation. Some challenges that AOA has faced while embarking on their digital transformation include member engagement, email opt out, reporting, tracking results, resources, and non-dues revenue.

**AOA’s Steps to Success: **

1. Platform switch: Move from Blue Hornet to Adestra MessageFocus
2. EPC: Email Preference Center 
     - Help with opt-outs
     - Build knowledge base of members
     - Ability for personalization and persona creation
     - Better understanding of member wants and needs
3. ICE: Intelligent Contextual Email: new weekly email newsletter hyper-personalized based on member profile and behavior 
     - Member email preference
     - Content articles directed at preferences
     - Webinar attendees
     - Job and event info
     - CE credits and courses
4. Marketing Automation Implementation 
     - Membership pilot with state associations

**Takeaways for your organization from AOA’s Dave Sherman: **

- Pitch a plan and plan the pitch
- Create a roadmap for change
- Communication plan for reporting on budget
- Understand and leverage Personify data

If you are interested in learning more about how to evolve your marketing technology to drive revenue [contact us today.](https://pages.highroadsolution.com/love)

<https://personifycorp.com/resources/webinars/2017/evolving-your-marketing-technology-stack-to-drive-business-results/>

*Information courtesy of [Evolving Your Marketing Technology Stack to Drive Business Results – Personify](https://personifycorp.com/resources/webinars/2017/evolving-your-marketing-technology-stack-to-drive-business-results/)

[View full post](https://www.highroadsolutions.com/blog/on-demand-webinar-evolving-your-marketing-technology-stack-to-drive-business-results-personify)

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