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marketing-automation

Blog Feature

By: Aimee Pagano
February 4th, 2021

Most associations don’t have a traditional sales department, but that doesn’t mean they don’t have a sales team. Throughout your organization, there are people who work hard on recruitment, engagement, and event attendance.

Association sales teams may be diverse and diffuse, but they still work like a team in a for-profit business. Unfortunately, this means associations will often run into one of the most common issues for all organizations: lack of alignment between sales and marketing.

Bringing marketing and sales teams together takes effort and communication, but it can be done. First, let’s talk about why it matters.

Blog Feature

By: Nicole Crilley
November 19th, 2020

We’ve all been there. With deadlines to meet, emails to send, and content to push out, it’s easy to feel like we’re treading water. We all have good intentions at the beginning of the year to define our overall strategy, only to find ourselves mid-year buried under our communications calendar.

From newsletters to event announcements to membership status reminders, email is a critical piece of your overall strategy. You’ve invested time and resources into selecting the right tools for your organization and you’re paying attention to your email engagement metrics, but are you leveraging the full functionality of those tools and reports to push the needle on your numbers?

If not, we get it. That's why our team of digital experts has created a holistic, hands-on learning experience to help you elevate your email program with industry best practices. Introducing HighRoad Email Edge.

Your solution to making a difference amongst the clutter. 

Blog Feature

By: Maneesha Manges
June 26th, 2020

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.

Blog Feature

By: Aimee Pagano
May 29th, 2020

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.

Blog Feature

By: Aimee Pagano
March 31st, 2020

Many associations approach marketing automation (MA) from a purely cost-savings perspective. These associations look at the time and resources that go into their current marketing efforts, and they calculate what they could save if some marketing tasks were automated.

These associations are not wrong. If you use MA to handle some everyday marketing tasks, you will see some cost savings.

But if you don’t use MA as a springboard to greater transformation, you’re leaving money on the table.

Blog Feature

By: Aimee Pagano
March 27th, 2020

Digital marketing, and marketing in general, has two central goals: acquisition (finding the right people and converting them to customers) and retention (keeping those people engaged with your brand or organization via consistent communication). Our goals as marketers within the association space are really no different. Using a variety of methods, from annual conferences to social media ads, we hope to attract the right people to join our association, and once we’ve captured their interest and information, we hope to provide them with valuable information to keep them engaged.