Association Marketing

Segmentation has long been a foundational concept in marketing, but the landscape has dramatically evolved. Traditional segmentation has relied on static demographic or firmographic categories, such as age, membership type, or organization size - criteria that rarely change and are easy to manage.

While these basics were effective in a world dominated by single-channel communications (typically email), they fall short in today’s complex, multi-touch member journeys.

Raise your hand if you have the bad habit of constantly having too many tabs open. As marketers, it simply comes with the territory. We have 16 different logins for seven different social media channels and then another one open to schedule and publish across those channels. We have one tab open for our email platform, another for our Association Management Software - all while Slack is constantly pinging us for project updates (and the latest funny memes). And when our computer decides to automatically restart because we hit the threshold, it's like a cold splash of water in the face.