It's time to click your heels
The landscape has changed. As marketers and association professionals—change agents and forward-thinkers—the onus is on you to right-side your marketing and program efforts to meet market changes and demands.
HighRoad’s Virtual Conference is a one-day remote event designed to help you tap into your data for short- and long-term success. Get the tools to grow your digital footprint, build member and customer journeys that count, and ultimately, meet your organizational objectives.
Join us for this virtual event and get actionable insights and approaches to follow your yellow brick road to success in 2021, and beyond.
Ronald McGrath is the co-founder of HighRoad Solutions, a digital agency that provides marketing technology to the association market. At the inception of HighRoad Solutions, Ron served the company as Chief Technology Officer and developed the +Plus product line of software to connect enterprise marketing technology platforms available in the corporate market with association management systems. Ron is a visionary who believes the importance of digital marketing has reached an all-time high as associations grapple with the challenges of growing revenue in a digitally-driven consumer environment. Determined to help the association industry undertake this digital transformation, Ron assumed the role of Chief Executive Officer in 2015 and transformed the company into a unique agency focused on optimizing data, harnessing technology, and delivering digital marketing services. Under Ron’s leadership, HighRoad Solutions now offers associations one place to leverage leading marketing software platforms such as HubSpot, SharpSpring, and Adestra, integrated with AMS data to provide marketers the power to generate additional revenue and growth.
We get it. After a couple of sessions, we give you the opportunity to take a breather, absorb what you've learned...maybe untether yourself from your desk for a bit. The COE Rest Stop is a place for you to do just that, and more.
There’s no doubt the association landscape has shifted. Organizations need persona-driven segmentation strategies, tighter engagement journeys, and concerted growth efforts more than ever before. It’s no longer enough just to communicate with your members and your community. Now you need to build thoughtful and intended relationships with them. All of this comes down to data. The challenge for associations is less around collecting the data and more around how they tap into it. While most associations sit on a wealth of transactional and behavioral member and customer data, their data sources are often disconnected. Without a bridge between their data sources or the transparency to help marketers see beyond the data veil, associations will never have the complete data picture to drive their growth and engagement strategies. HighRoad Spark, a platform-agnostic integration software, puts the power of your data into your marketers’ hands. In this session, find out how HighRoad Spark can help you reach your organizational growth and retention goals.
A fundamental shift in the marketplace is just around the corner. From now through 2030, 10,000 baby boomers will retire each day (Source: SeniorLiving.org). Marketplace changes mean significant cultural and generational shifts in the member communities of associations. With memberships decaying and newer generations consuming content differently and building relationships through non-traditional means, the onus is on associations to reface not only the way they go to market but their business models, and ultimately, their value prop. In this session, our expert presenters—both by trade and generation—will walk through key approaches and tools that you can start applying now so that you’re poised for success in the future.
We get it. After a couple of sessions, we give you the opportunity to take a breather, absorb what you've learned...maybe untether yourself from your desk for a bit. The COE Rest Stop is a place for you to do just that, and more.
Now more than ever, it’s imperative that organizations custom-deliver meaningful experiences to their members and customers by taking all data—demographic/firmographic, psychographic, and behavioral—into account. While there are a number of technologies and approaches that can help association marketers develop these data-driven journeys, there’s always a fine balance when it comes to thoughtful, goal-tied execution. In this session, learn about the approaches and technologies out there to help you understand your user, understand how to build intended journeys, and hear from association practitioners on how they turned principles into practice to meet growth and retention goals.
Competitive, visionary, change agent. These words are synonymous with the modern association marketer. As a marketer or association professional, you’re often tasked with not just meeting but exceeding program goals, innovating under fire, and evolving your digital footprint for strategic growth. And those are just a few of the proverbial hats worn from year to year. You know the changes that need to be made to align with the evolving market. But sometimes, it’s not enough just to know what technology or practices you want to put into place. You need to sell your organization on it. In this session, learn how to build a business case to justify your chosen technology and set expectations for your board, executive leadership, and beyond.
We get it. After a couple of sessions, we give you the opportunity to take a breather, absorb what you've learned...maybe untether yourself from your desk for a bit. The COE Rest Stop is a place for you to do just that, and more.
There’s no doubt the association landscape has shifted. Organizations need persona-driven segmentation strategies, tighter engagement journeys, and concerted growth efforts more than ever before. All of this comes down to data. The challenge for associations is less around collecting the data and more around how they tap into it. While most associations sit on a wealth of transactional and behavioral member and customer data, their data sources are often disconnected. Without a bridge between their data sources or the transparency to help marketers see beyond the data veil, associations will never have the complete data picture to drive their growth and engagement strategies. HighRoad Spark, a platform-agnostic integration software, puts the power of your data into your marketers’ hands. In this session, find out how HighRoad Spark is truly the evolved Plus Connector, getting you that much closer to reaching your collective goals.
Knowing where your member or customer is on their journey is critical. It helps you develop a greater understanding of what makes them tick, gives you more insight into their buying behaviors, and gives you intel on exactly what they want out of your organization. While there are a number of tools that can help you support your buyer on their journey, there are very few that are low-lift with high instant gratification impact. As the bridge between both worlds—marketing and technology and mainstream technologies and associations—HighRoad has a unique perspective on what tools will get the greatest bang for your buck in the now. As budgets get leaner and growth gap expectations get higher, now is the time to secure plug-and-play campaigns with high conversion opportunity. This session will cover retargeting and cart capture, a tool combination that association marketers can apply now for quick win revenue.
We get it. After a couple of sessions, we give you the opportunity to take a breather, absorb what you've learned...maybe untether yourself from your desk for a bit. The COE Rest Stop is a place for you to do just that, and more.
There’s no doubt email has become a saturated space. Cutting through inbox static is an increasingly growing challenge for associations. While the omni-channel approach works to offset email overload, email still tends to take on the heavy-lifting when it comes to member communications. Cue SMS Texting, a means to offset email inbox overload and deliver important, timely, relevant updates via text messaging. While SMS Texting is a valuable tool to add to your marketing stack, prudent use of the tool will ultimately preserve its success. In this session, our expert presenters will provide association industry best practices and use cases to help you determine whether SMS Texting is a good fit for your organization, and how you should incorporate it into your existing communications portfolio.
Data is the fuel that powers association smartech stacks. Leveraging the entire suite of association data—demographic/firmographic, behavioral, and psychographic—is what drives conversions and creates positive member experiences. As such, it’s not enough to simply collect and store swarms of data via membership and other transactional forms. It’s important to categorize your data by segmentation and engagement patterns. You need to know that your data is not only valid and current but is organized in a way that helps you market and communicate effectively. In this session, you’ll learn how to find patterns in your data, and build standard operating procedures (SOPs) to help maintain data hygiene and hierarchy.
We're still working out the details here but count on plenty of fun, music, opportunity to enjoy your peers, and...maybe even a little rapping.
From marketing automation to email automation to data management, access thought leadership, guidebooks, and more.
This is your time to access subject matter experts in the association smartech space, from marketing to tech to AMS experts.
Get with other association peers in the marketing technology space for networking, career building, and idea exchange.
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