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?

Traditional lead scoring models sometimes reward the wrong behaviors - or worse, collect dust and never get updated at all. Today’s member and buyer journeys are non-linear, omnichannel, and heavily driven by micro-engagements. We’ll show you how to build dynamic scoring models that reflect real-world behaviors across email, web, content, events, and community interactions. Understand what to score, what to ignore, and how to use scoring to drive timing, segmentation, and campaign prioritization.

For years, HubSpot (and much of the marketing world) focused on the funnel to: attract, convert, close. But as customer and member journeys became more complex, non-linear, and experience-driven, that model started to fall short. HubSpot introduced the Loop to reflect a new reality - one where long-term growth is fueled not just by acquisition, but by retention, engagement, and advocacy. In this session, we’ll unpack why HubSpot evolved beyond the funnel and what the Loop means for associations. You’ll learn how the Loop mirrors real member behavior across marketing, sales, membership, events, and service, and how connecting these functions creates momentum that compounds over time. We’ll explore how data, automation, and AI support each stage of the Loop, helping associations turn everyday interactions into sustained growth instead of one-time conversions.

Search isn’t disappearing, but it is changing fast. With AI-powered search experiences, answer engines, and content summaries reshaping how people discover information, traditional SEO tactics are no longer enough. We’ll explore how associations can stay visible as search evolves beyond those blue links. Learn how AI impacts search behavior, what still matters for SEO, and how content, structure, and authority influence whether your organization shows up in AI-driven results. We’ll focus on practical strategies to improve discoverability, protect long-term visibility, and ensure your content continues to reach the audiences who need it most.

AI adoption isn’t a technology problem - it’s a readiness problem. Many associations are eager to “use AI,” but struggle when results fall flat or create more confusion than clarity. In this session, we’ll cut through the hype and help you assess whether your organization is truly prepared to use AI effectively. From team skills and mindset to data quality and operational alignment, you’ll learn what needs to be in place before AI can deliver meaningful value. Walk away with a practical readiness checklist that helps you identify gaps, prioritize next steps, and move forward with confidence instead of guesswork.

Events generate a wealth of data, but most associations only scratch the surface by tracking just registrations and attendance. In reality, events produce powerful behavioral signals that can inform segmentation, personalization, lead and member scoring, and long-term engagement strategies. Join us as we explore how to identify, capture, and activate the right event data to fuel smarter marketing decisions. Learn how to move beyond basic metrics and use event interactions - from session participation to post-event engagement - to trigger more relevant outreach, improve reporting, and connect events to broader lifecycle and revenue goals. You’ll leave with a clearer understanding of how to turn event data into an actionable signal stack that supports continuous growth.

Email is still one of the most effective channels associations have. But the rules have changed. Inbox algorithms are smarter. Engagement signals matter more, and familiar tactics don’t deliver the same results they once did. We’ll take a clear-eyed look at what’s actually driving email performance today. From engagement-based signals and list strategy to content, cadence, and the role of AI, you’ll learn what’s working now (and what’s quietly hurting you). Walk away with practical insights to improve deliverability, earn attention, and make email a stronger part of your overall member engagement strategy.

Efficiency isn’t about working faster. It’s about removing the friction that slows teams down in the first place. Many associations know they should automate, but aren’t sure where automation actually delivers value versus where it creates more complexity. In this session, we’ll explore the difference between workflow automation and AI automation, and when each makes sense. You’ll learn how to streamline internal handoffs between marketing, sales, and membership, leverage AI copilots for admin-heavy tasks, and measure efficiency gains in a way that connects time-saved to real business impact.

More than 70% of your website visitors may never fill out a form - but it doesn’t mean you can’t learn from them! We’ll explore how to use behavioral analytics, intent data, cookie tracking, and reverse IP tools to uncover what anonymous visitors care about, segment them effectively, and convert them into known contacts. Perfect for associations looking to grow audiences, improve event registrations, and drive demand without increasing spend.

The modern association marketer wears more hats than ever  strategist, technologist, analyst, and content creator all rolled into one. But trying to do everything can quickly lead to overload and burnout. This session explores the evolution of the “hybrid marketer” and what that role realistically looks like today. We’ll break down which skills matter most now (and which are becoming less critical), how small teams can responsibly manage both marcom and martech, and the organizational design patterns that help associations stay effective without stretching their teams too thin.

Throughout the year, associations collect thousands of behavioral signals across email, events, content, web, and community. But those insights often remain siloed or underutilized. This session brings those signals together to uncover what member behavior is actually telling us right now. We’ll explore how to identify meaningful patterns, distinguish noise from insight, and translate engagement data into clear implications for retention, growth, and experience design. Rather than focusing on individual channels or tactics, this session helps teams step back, synthesize what they’ve learned, and use behavioral signals to inform smarter decisions heading into the year ahead.

AI makes it easier than ever to produce content but volume alone doesn’t build trust, engagement, or brand equity. We’re focusing on how associations can use AI to scale content responsibly without diluting voice, quality, or credibility. We’ll cover what content should (and shouldn’t) be AI-generated, how to establish editorial guardrails and brand controls, and how to repurpose events, webinars, and long-form assets efficiently. You’ll also learn how to measure content effectiveness beyond sheer output, so growth doesn’t come at the expense of impact.

For certain audiences, generic, broad-based campaigns simply aren’t enough. Enterprise members, sponsors, exhibitors, and strategic partners require a more focused, coordinated approach. Many associations are already doing this without realizing it’s called Account-Based Marketing. This session reframes ABM as a relationship strategy, not a sales tactic, tailored specifically for associations. We’ll explore when ABM makes sense (and when it doesn’t), how to define and manage accounts in your marketing platform, and how marketing, sales, membership, and events teams can work together around shared priorities. Learn how to measure success beyond leads, focusing instead on relationship depth, retention, and long-term growth.