Association Marketing

Humans don't always think, feel, or act in the same way. They don't want the same things all the time. And they wouldn't behave the same way today as they would two years from now, let alone two days from now. Even the most regimented, methodical human wouldn't behave in a linear fashion all the time.

Since lead scoring models are built to define, assess, and cater to human behaviors, why would they be be one-dimensional in nature? 

Modern lead scoring must move beyond form fills and linear funnels to reflect non‑linear member journeys, multi‑channel engagement, and intent-rich behaviors. This way, staff can prioritize outreach, personalize experiences, and drive membership, event, and program revenue more efficiently.

For most associations, adopting a new technology—particularly omni-channel marketing automation platforms—is all about shepherding legacy mindsets out the door. The biggest challenge comes down to large-scale adoption of new methodologies and practices that organizations may have never used before. Or even worse, failed to successfully implement in the past. 

With any major adjustment, there are common pitfalls: expectations aren't accurately set; adaptation is rushed; or the organization isn't culturally and mutually owning their newly acquired technology. 

As you, your fellow executives and board members gaze into the future, you may be throwing around or even “test driving” ideas of new models to diversify your revenue streams and change how you monetize your content. This could be due to revenue declines, or just the need to adapt to new market drivers. 

Whatever the reason, you're not alone. Over the last few years, a majority of associations have reported difficulties in membership engagement and growth, and have turned to innovation before degradation. 

I'm a Millennial. And I can say with confidence, that even though my generational brand says I have the attention span of a goldfish, I have enough of it to write this blog 😜

So what do these generational labels really mean? How accurate are they? More importantly, how much do they come into play when it comes to your marketing efforts?

Our recent Spring VirCon 2021 session, You Sound Just Like My Mother—1.21 Gigawatts of Gen Z, which I had the fortunate opportunity to participate in, explored these questions and more, in a multi-generational, multi-disciplinary panel discussion. 

Breaking up can be hard. Whether you’re ending a romantic relationship or a friendship that’s no longer serving you, saying goodbye to something or someone that feels familiar is uncomfortable.

The same can be said for breaking up with data. Holding onto data, even if it’s outdated or ineffective, can feel familiar and comforting. Your mind might start racing: What if I delete it today and I need it two weeks from now? What if there is value there I just haven’t found yet? What if I delete too much and then I'm left with gaps?

If you’re feeling that way about parting with your data, you’re not alone.