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Accelerate your growth in 2021

Our webinar program  is designed to support associations looking to optimize their day-to-day tactical digital marketing operations as well as learn more about industry best practices and the field of digital marketing as a whole. 

HighRoad Solutions is a CAE Approved Provider. The webinars linked below meet the requirements for fulfilling the professional development requirements to earn or maintain the Certified Association Executive credential. Every program that we offer which qualifies for CAE credit will clearly identify the number of CAE credits granted for full participation, and we will maintain records of your participation in accord with CAE policies. For more information about the CAE credential or Approved Provider program, please visit www.asaecenter.org/cae. CAE approved web icon

Have a scheduling conflict? No problem! On-demand webinars will be posted for you to view at your convenience.

Webinar: Data Cleansing

Spark some joy in the new year – clean up your data

Jan 27, 2021

While it might feel good to do some data clean up Marie Kondo-style at the start of 2021, your Marketing and IT teams may not appreciate that approach.

Take a minute to think about your engagement metrics. Is it possible they might be flagging because you’ve got some dirty data in the mix affecting your reporting? Data cleansing doesn’t have to be a heavy lift – with a little planning and regular attention, you’ll be able to spark joy when it comes to data hygiene.

Join us as we share how to leverage technology to implement data cleansing protocols that will support your engagement reporting efforts for the rest of the year.

CAE credits: 1

Are you a Martech unicorn?

Are you a martech maven or newbie?

Feb 24, 2021

Marketing technology is constantly evolving. There’s a whole world of in-between “stuff” that isn’t 100% technical or marketing-related, yet if you live in the world of digital marketing, you’re expected to know it.

Join us as we run a fun Hollywood Squares game show session with our martech experts, who will not only share what terms like AMP, BIMI, UTM, JSON, SOAQL, and DKIM mean, but also share how they work and more importantly why association marketers need them.

You’ll leave the session needing a badge identifying you as the ever-elusive “unicorn” of marketing technology!

CAE credits: 1

Understanding virtual event data

Reading tea leaves – understand what your virtual event data is telling you

Mar 31, 2021

So you’ve likely got a year’s worth of designing, planning, hosting and producing virtual events under your belt. Have you fielded questions about ROI yet?

Wondering where to even start, especially with all the data that you likely have access to? You’re not alone – one of the tangible benefits of virtual events is the sheer amount of data available to you.

So how do you sift through all this data to identify the ROI of your virtual events and determine if it should be the new model for your association going forward?

Join us as we explore how to tackle the analysis and interpretation of large data sets and how to cross connect data sets that your digital marketing platform can run with.

CAE credits: 1

Lead Gen vs Demand Gen

Lead vs Demand Generation

May 12, 2021

There’s a tendency to use these two terms interchangeably, yet they are unique tactics that stand on their own when it comes to the buyer journey.

Join us as we break down the differences between both processes, and the strategy and technology that fuels both efforts and learn how to identify what association marketers need to focus on.


CAE credits: 1

Email Automation Programs

5 email automation programs you should be running today

May 19, 2021

With the right tools in place, there’s no reason why your association shouldn’t be enjoying the operational efficiencies afforded by email automation.

Are the only programs you’re running around engaging new members and membership renewals?

If yes, join us as we share 5 more effective programs you can easily put in place to focus on member engagement, revenue growth and lead gen.

CAE credits: 1

Evaluating APIs

The good, the bad, the ugly - everything you need to know about API’s

Jun 16, 2021

While an API simplifies programming, it's a complicated software component that can connect multiple systems together. It's complexity is rooted in defining the kinds of calls made, how they should be requested, data formats to use, as well as programming convention to follow.

Since so much of the API itself is defined and self contained, how do you actually evaluate its quality or level of sophistication and determine if it's the right fit for your technical plan?

Join us as we discuss qualities and features to look for and programming "gotchas" to consider so you don’t end up with a lemon.

CAE credits: 1

Hyper-Personalized Emails

Emails that don’t creep but get you…like really really get you

Jul 14, 2021

You’ve heard it many times – members and prospective members are more likely to engage with your content and programming if you demonstrate that you know and understand their needs. It’s the underlying principle of Inbound Marketing, and why programming like Netflix is so popular across the generation spectrum.

So how do you personalize a digital experience across multiple channels that doesn’t come off as creepy or stalkerish? Of course, it starts with data, but association marketers need to be selective with the data they choose and map it to programming and content – better yet, they need a continuous feedback loop to keep the content personalized and relevant based on what their audiences consume.

There’s technology that can create intelligent contextual emails – join us and learn how you can create a hyper-personalized email experience without needing a staff of 10 to pull it off.

CAE credits: 1

AB Testing Strategy

Method to the madness – the strategy behind A/B Testing

Aug 18, 2021

A/B Testing – do you really use it? Who’s got time to come up with alternate versions to test when you’re under pressure to just get the email out the door?

Believe it or not, there’s a whole strategy behind A/B testing that is easy to implement AND it helps you elevate your campaign performance!

Not sure where to start? Join us and we’ll walk you through a simple framework to use to test the right subject lines, email copy, and imagery that will help drive conversions and elevate your overall email game.

CAE credits: 1

Budgeting for martech

A Fist Full of Dollars – Budgeting for new marketing technology

Sep 15, 2021

Getting approval for an existing line item on the budget is a different effort compared to lobbying for funds for brand new technology.

It takes some concise story telling to make the case to your executives or board without having them re-examine everything you’ve done to date. We’ll show you how to build a business case to justify your selected solution, how you’ll manage change and set expectations on ROI.

CAE credits: 1

Marketing Automation

Give a Marketing Team of 3 the power of 15

Nov 10, 2021

“If only we had another FTE” – we’ve all been there – lean marketing teams have to figure out how to deliver on goals with less resources and dedicated time.

There is a way to use your martech stack so that you can focus on the value added activities instead of the time-intensive ones. The whole point of marketing automation software is to free up time so digital marketers can focus on goal setting and measurement.

Join us and we’ll show you a new way to approach, manage and automate your marketing funnel.

CAE credits: 1

Email Design

End of year recap – What’s Hot and What’s Not in Email Design

Dec 1, 2021

We made it! Lets celebrate with a cup of cheer and a comfy blanket and talk about how it all went down this year.

It’s the perfect time to talk about what worked well, what was “meh” and where email design is heading in 2022.


CAE credits: 1