

Association Marketing

BAM! (Better Association Marketing)

Tools and insights to help associations get the most out of inbound marketing to retain members and grow revenue.


Blog Feature

By: Aimee Pagano
October 14th, 2020

Everyone you meet is on some kind of journey. Each person has a goal or a destination, and the lucky ones know how to get there. They have obstacles to overcome, but they also have people who’ll help them succeed.

Ideally, your association should be one of those helpers. When they’re starting out, you offer guidance. When their career is growing, you help them make connections. When they reach the top, you help them become an industry voice.

But what about the member’s journey within your organization? How do they go from discovering the association, to becoming a member, to getting involved with programming?

Blog Feature

By: Adam Higgins
July 23rd, 2020

As an association marketer, you likely have an e-newsletter that you send out to your members on a regular basis. This newsletter contains valuable information about upcoming events, opportunities for personal and professional development, and news in your industry.  All of this information is great, but it can be difficult to select the topics that are broad enough to apply to your entire audience yet specific enough to deliver meaningful content that keeps your members engaged

Blog Feature

By: Aimee Pagano
May 29th, 2020

We all know that every crisis is an opportunity, but there are some crises that are so vast that it’s hard to see a silver lining.

2020 has offered a once-in-a-generation crisis, with a tragic pandemic leading to global economic uncertainty. It’s a tough time for professionals and a tough time for businesses, which is why associations are more important now than ever.

Blog Feature

By: Jason Green
May 20th, 2020

Here at HighRoad, we’re passionate about helping associations select the right tools for their marketing technology stacks. Choosing the right marketing automation platform and email marketing system is a crucial step toward growing, engaging, and retaining members and customers. However, utility of these tools can be limited if the data isn't at the helm. If data within your digital platform isn't integrated with the data held in your Association Management System (AMS), then your platform output will fall short.

Marrying this data on an ongoing basis is what tells the full story about each individual. It's what makes a marketer truly data-driven and goal-tied. As such, today, we’re diving into our flagship integration productour Plus Connector

Blog Feature

By: Aimee Pagano
April 24th, 2020

Every purchasing decision happens at the end of a journey. When you buy a sandwich, it’s because you felt hungry, you thought about your food options, and you decided that the best available choice was a sandwich.

Association members follow the same process when they’re making decisions about attending events, renewing their membership, or getting certified. Their journey begins with the realization that they need something to help their career or their personal aspirations. Ideally, that journey ends―and another one begins―when they engage with your association.