Data-based marketing is nothing new. All marketing is based on some data. Before you reach out to any audience, you have to know a little about what makes them tick.

And everything you know counts as data. Their likes, their dislikes, their needs, their preferences. Their goals and the obstacles to their goals. All of these are data points that will help you produce a targeted, effective method.

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.

Here at HighRoad, we’re passionate about helping associations select the right tools for their marketing technology stacks. Choosing the right marketing automation platform and email marketing system is a crucial step toward growing, engaging, and retaining members and customers. However, utility of these tools can be limited if the data isn't at the helm. If data within your digital platform isn't integrated with the data held in your Association Management System (AMS), then your platform output will fall short.

Marrying this data on an ongoing basis is what tells the full story about each individual. It's what makes a marketer truly data-driven and goal-tied. As such, today, we’re diving into our flagship integration product―our Plus Connector. 

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.