Are you having trouble connecting your marketing and communications teams? Do you understand the marketing tools you have at your fingertips? Are you interested in gaining insight on prospects and members? You are in the right place! Suzanne Carawan, Chief Marketing Officer here at HighRoad, exposes “marketing automation as a tool that can shed light on how individuals are interacting with all of your digital touchpoints—web, email, social and more—so that you can understand buying signals” in her webinar “The Digital Black Box: Using Technology to Bring New Sales Opportunities to Light”.
Part I: The Split of “Marcomm”
In the age of digital, people’s buying patterns are changing, causing a split in marketing and communications teams in the association industry. As two distinct fields, communications and marketing can be broken down as follows:
Communications: convey the right message to the right person at the right time
- Risk averse
- Newsletters, press releases, advocacy efforts, legislative communications
Marketing: strategically place the product at the right price with the right incentive in front of the right person
- Risk taker
- Events, membership, professional development programs, publications
Part II: Why Force Growth? Gain Insight – Grow Revenue
As I mentioned above, people’s buying patterns have changed, thus forcing a shift in the association market to re-evolve, rethink, and relearn their strategies. The focus now puts money into growth strategy to get in front of people who do not know your organization.
You may be asking yourself a few questions. How can I get in front of people I don’t know? How does that work? The answer is simple - gain insight! Leverage digital tools and marketing automation to capture and analyze the digital footprint of prospects and members. By utilizing marketing automation platforms to help digitally transform your organization, you will gain insight you grow revenue! For more information check out Suzanne’s webinar “The Digital Black Box: Using Technology to Bring New Sales Opportunities to Light”
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Information courtesy of “The Digital Black Box: Using Technology to Bring New Sales Opportunities to Light”