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.

Kate Hudson was onto something. And not because she did the 60s style purple sunglasses and cream-colored boa right in the year 2000 Almost Famous film. Rather, in the same film, she coined the phrase, "It's all happening."

That's what comes to mind when I think of virtual event shift. 

Whether we're prepared for it or not, virtual events are happening. They're here and they're not going away. While in-person conferences will start to crawl back out of the cave, the sheer flexibility, potential cost savings, and, yes, data traceability afforded by virtual conferences will undoubtedly turn hybrid event models into the norm. 

Each individual member of your target audience is a on a journey of discovery and fulfillment, spanning from personal needs to career goals. This journey begins long before they are members of your association and extends throughout their professional life.