You’ve built a compelling event, crafted great content, and launched your campaign. So why aren't people clicking "Register"? We’ll dive into the data-driven strategies and marketing technology that help uncover what’s stalling your audience and how to lead them confidently across the finish line. From email engagement to landing page behavior and beyond, we’ll show you how to identify friction points, personalize outreach, and automate the right nudges to turn interest into action. You'll walk away with practical tactics to increase conversions and prove the ROI of your event marketing efforts.

It’s time to face the truth - vanity metrics aren’t telling you the full story. While open rates, click-throughs, and follower counts might look good in reports, they rarely show the real impact of your marketing efforts. It's time to break free from the illusion of surface-level success and shift focus to the metrics that actually drive conversions, engagement, and ROI. We'll walk through how to track meaningful actions, like content engagement, lead quality, and registration behavior - all of which directly connect to your association's goals. Whether you're planning events, promoting member benefits, or driving program participation, you’ll leave with a clearer understanding of what to measure, how to measure it, and why it matters so you can wrap up the year with smarter insights and start the new one on a merry, metric-driven note!

Are we marketing to generations or outdated stereotypes?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?