Are we marketing to generations or outdated stereotypes? As associations struggle with attracting new members and retaining existing ones across wildly different age groups, it's time to question whether traditional generational marketing still works or if it's holding us back. As we enter the new year, we're ready to challenge assumptions about Boomers, Gen X, Millennials, and Gen Z, and explore a more dynamic, data-driven approach to member engagement. We'll discuss how to look beyond demographics and tap into real behavioral insights to craft campaigns that truly connect. Whether you’re fighting membership stagnation or struggling to engage the next generation, this session help you start the new year with a sharper, more future-focused strategy.

You’re running campaigns, creating content, and generating leads, but do you really know what’s driving results? We’ll dive into marketing attribution reporting in HubSpot to show you how to connect your efforts to outcomes. From first touch to closed-won, we’ll walk through how to use HubSpot’s attribution tools to uncover which channels, content, and campaigns are actually moving the needle. You’ll learn how to set up attribution models, avoid common tracking pitfalls, and build reports that tell a compelling ROI story - all so you can make smarter decisions, justify your budget, and confidently answer the big question: What’s working?