“Growing up” as an organization isn’t a one and done scenario. It doesn’t happen in a vacuum. And it isn’t solely defined by subscribing to the newest set of technologies or practices. Organizational evolution is a constant drip of self-reflection. Reflection on your industry, on your members, and on your business. So, what happens when organizations lack the awareness and introspection needed to evolve? They cater to the membership that they have and alienate the markets that they want.
As association marketers, you know when it’s time to change. And not just for the sake of change, but because it’s the necessary means to meet your objectives. And while you’ve done your due diligence, your organization may not be in lock step.
Adapting a new technology can feel like waking from a coma. From preparation, to implementation, to assimilation…when it’s all said and done, suddenly you’re months ahead without knowing exactly what happened.
Sometimes relying on old data truly is like waking the dead. There’s an enormous amount of uncertainty on who you’re actually contacting at the end of the line. When it comes to data activation, all too often associations find themselves digging up that old grave of data that has otherwise moved on.
The very nature of associations is to assemble and find common ground. And while, that stands true from an experience perspective, that doesn’t apply from a business perspective. Honing in on those with higher engagement levels can actually shore up user experience and budget expectations.
It’s easy to get caught in a ditch when it comes to fueling your funnel. So much focus is placed on building the journey within the funnel, marketers often don’t put as much time into getting users to it. Or worse, they drain their budget with paid advertising and retargeting but have zero plan to nurture the leads.
If you take a ride back into the 80s, then yes, volume may have been perceived as a good metric when it came to overall engagement. But now, having 1,958 opens in an email just doesn’t tell the same story. There are a flurry of factors that continue to play into the crash of surface metrics.
Building the journey is challenging. Anchoring the journey with relevant and valuable content is even more difficult. All too often, associations launch campaigns with strategic intent, but inadvertently miss the most crucial piece—the right content.