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Associations are being called to the table as social media/tech conglomerates, generational shifts, and consumption habits continue to repave the market. It's not enough to exist as an association. Concerted growth and revitalization plans needs to be explored.

Join us as we dive into the many different ways associations can dodge complacency into their own paths to transformation.

CAE approved web iconThis event qualifies for 4 CAE credits if you attend all eight sessions live. For each live session you attend, you earn 0.5 CAE credits. 
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Wednesday, October 27, 2021

09:00
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10:00
Behind the Scenes: Your new market isn’t your dark half: grow your association for the future
“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.

Keynote description:

1 CAE credit
 
“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. Join us as our panel of association industry presenters discuss:
  • What it truly means to avoid organizational complacency
  • How they know when it’s time to move on from legacy practices and mindsets
  • The moves they’ve taken—and continue to take—to grow their organization
10:00
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10:30
They’re All Going to Laugh at You—Getting Org-wide Buy-in
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.

Session description:

0.5 CAE credits

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, donned your newly proposed plan or technology with that shiny new outfit, and are ready for your dance, your organization may not be in lock step. To get in with the ‘in’ crowd, you need a solid justification and change management strategy to culturally infuse your idea so that it’s front stage with your entire organization.
 
Join us as we discuss: 
  • How to demonstrate to leadership when change is needed
  • How to justify your business decision with your organization
  • What a change management strategy looks like
10:30
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11:00
Stay out of the Dead Zone—Show Early Wins of Your Tech Investment
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.

Session description:

0.5 CAE credits

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. The one thing that you do know—you’re operating on an entirely new system and you need to demonstrate the overall value of it. While you forewarned that legacy processes and practices wouldn’t be achievable or advisable with your new technology, your stakeholders were in a state of denial. Creating and enforcing entirely new SOPs while showcasing quick wins and return can be challenging.
 
Join us as we discuss: 
  • Campaigns that can drive immediate revenue and growth
  • Approaches that showcase more robust, actionable metrics vs legacy metrics
  • Strategies for ongoing transparency for both wins and adherence fails
11:00
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11:30
Data latency is dead—don’t let your past haunt you
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.

Session description:

0.5 CAE credits

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. And while it’s proven that hitting the right audience at the right time is the wisest formula when it comes to data activation, all too often associations find themselves digging up that old grave of demographic, transactional and in some case, behavioral data that has otherwise moved on.
 
Join us as we chat on:
  • When it’s time to cut ties with seasoned data
  • When it’s time to regenerate it
  • What you can do from a technological and protocol standpoint to ensure you’re connecting with your contacts in the most timely and meaningful way
11:30
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12:00
Focusing on your Number One Fan—Building Audience Scoring Principles
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.

Session description:

0.5 CAE credits

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. While it may sound creepy and, in some cases even unfair, honing in on those with higher engagement levels, when done right, can actually shore up user experience and budget expectations. Serving up a holistic member-and buyer-centric experience while secretly delivering that ‘breakfast in bed treatment’ to your number one (or two, three, four, etc.) fan just makes sense from a revenue perspective. 
 
Join us as we: 
  • Provide a framework for building lead and engagement principles into your organization
  • Help you activate on these principles to meet growth marks and member promise
  • Discuss the best types of technologies to help you manage the process

Thursday, October 28, 2021

09:00
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09:30
Penny-wise and Goal Forward: Feeding the Top of the Funnel
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.

Session description:

0.5 CAE credits

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—or dollars—into getting users to it. Or worse, they drain their budget with paid advertising, retargeting, and other direct costs but have zero plan to nurture the leads. When you’re paying attention to the entire funnel, and creating a seamless journey from demand gen, to lead gen, to lead nurturing, that’s when your plan really has teeth in it.
 
Join us as we discuss: 
  • The cascade effect across all stages within the funnel
  • A framework for allocating the dollars needed for demand gen activity 
  • Ways to turn demand gen activity into consent-based activity and fit leads 
09:30
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10:00
Put Your Legacy Habits to Rest—Drive in the Spirit of Consent
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.

Session description:

0.5 CAE credits

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. But in the end, the changes aren’t necessarily infringing on marketing efforts. Rather they’re forcing marketers to focus on what’s important—first consent and then intent. When association marketers put a focus on quality, and leave quantity behind, they get roadworthy reporting, and ultimately, better results.
 
Join us as we discuss:
  • The consent-based movement and its impact on marketing approaches
  • How marketers can lean into the change for better reporting and output
  • How subscription and preference-based programs can positively impact organizations
10:00
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10:30
All Work and No Play Makes Your Funnel a Dull Ploy: Building Content with Intent
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.

Session description:

0.5 CAE credits

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. As a result, the reader often gets caught in a labyrinth of unrelatable and unhelpful information. While your copy may be on point, that long hallway void of intellectual capital can do a great deal of damage to your brand. And frankly, if your content doesn’t show well, your organization may get axed at first sight. 
 
Join us as we discuss:
  • The difference between copy and content 
  • The framework for fueling your content machine across the entire funnel
  • Ways to identify and build the right content for your audiences
10:30
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11:00
Do You Guys Want to See a Dead Strategy?—Knowing When to Switch Tracks
Marketing plans, communication plans, inbound plans…they’re all good starting points. But, in the end, they exist as a pliable framework for marketers to learn from and refine. A coming-of-age approach to association marketing is by no means a limitation. It’s a reality.

Session description:

0.5 CAE credits

Marketing plans, communication plans, inbound plans…they’re all good starting points. But, in the end, they exist as a pliable framework for marketers to learn from and refine. A coming-of-age approach to association marketing is by no means a limitation. It’s a reality. Until marketers truly start their journey into the woods, they won’t know the paths they need to take. That’s why understanding what your plan is telling you, and when to jump off the track you’re on, is so critical. All of this comes down to establishing baseline metrics and refining based on key indicators.
 
Join us as we discuss:
  • How to establish baseline metrics for future planning
  • The key indicators that you need to tweak or otherwise derail your current plan
  • Getting program stakeholders on board with your shift in strategy
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