Despite working toward the same end goal - business growth - marketing and sales teams often find themselves out of sync. Miscommunication, conflicting priorities, and mismatched success metrics can lead to inefficiencies, missed opportunities, and internal friction. We’ll uncover the root causes of misalignment between marketing and sales, and offer actionable strategies to create stronger, more collaborative partnerships. Whether you’re leading a team or part of one, you need tools and frameworks to drive better alignment and performance.

In today’s competitive landscape, content isn’t just king—it’s the entire kingdom. From generating awareness to closing deals, content plays a pivotal role in moving your prospective members through the marketing funnel. But not all content is created equal, and knowing what to deliver and when is critical to success. We’ll explore how to strategically align your content with each stage of the buyer’s journey to maximize engagement, build trust, and drive conversions. You’ll learn how to identify content gaps, tailor messaging for different touchpoints, and measure effectiveness across the marketing funnel.

Today's members engage across multiple channels—often switching between digital, physical, and hybrid touchpoints throughout their journey. Traditional segmentation strategies can’t keep pace with this complexity. To remain relevant and drive results, association marketers need dynamic segmentation that adapts to behaviors, preferences, and context across every channel. We’ll explore how to modernize your segmentation strategy to thrive in an omnichannel marketing stack. Learn how to harness data, unify member profiles, and activate segments in real time across channels—from email and web to social, mobile, and beyond!

Collecting valuable data in HubSpot but not sure how to turn it into actionable insights? This month we’re conjuring up powerful ways to make your data work for you using the full spellbook of HubSpot’s marketing, sales, and service tools. Learn how to transform raw data into meaningful strategies that drive engagement, improve customer experiences, and scare up serious ROI. From building insightful reports to leveraging custom dashboards and automation, we’ll show you how to use data to make smarter, faster business decisions. Whether you're a marketer looking to optimize campaigns, a sales leader aiming to close more deals, or a customer success professional tracking key metrics, you’ll leave with practical, no-tricks-all-treats techniques to harness the real magic of your HubSpot data.

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?