Insight-Driven Content Marketing for

AssociationsCase Studies & Discussion

New Marketing Maturity Model

Role of Content Marketing

• Capturing & amassing data typically in known locations• Tracking changes in

data• Reporting on data

points• Retrospective• Data is the output

• Data is the input• Apply data to models

of thinking (hypotheses) for a business purpose• Identifying which data

points are valuable as leading indicators of desired result path• Predictive• Business decisions are

the output

Data Driven vs. Insight Driven

Why Move to Insight-Driven?• Find your ideal customers• Lower the cost of customer acquisition• Increase engagement• Increase sales• Decrease churn• Increase expected lifecycle of customer• Decrease cost for product development

and go-to-market timeline

Where Are We Now? Association Metrics

Data Driven

Insight Driven

Associations are Maturing!• Increased spend on:• Data warehouses/data marts (Aptify,

Reporting+)• Business intelligence tools/dashboards

(Association Analytics)• Marketing automation (Marketo, HubSpot,

Act-On)• Personalization tools (ICE, Sitefinity)

Where Orgs Get Stuck• Largely Internal Issues:

• Data management (22%)• Advanced analytics (39%)• Process (42%)• Skill (31%)• Culture (27%)• Funding (35%)

http://www.marketingprofs.com/opinions/2015/26832/why-moving-from-data-driven-marketing-to-insight-driven-marketing-makes-sense

• Find your ideal customers

• Lower the cost of customer acquisition

• Increase engagement• Increase sales• Decrease churn• Increase expected

lifecycle of customer• Decrease cost for

product development & go-to-market timeline

• Data management (22%)• Advanced analytics

(39%)• Process (42%)• Skill (31%)• Culture (27%)• Funding (35%)

Desired Results:Challenges:

Case StudiesGetting to Insight-Driven Content Marketing

New Jersey Society of CPAsPersonalization Driving Insight

NJCPA Pulse

CPE Connection

Insights and Outcomes• More time on content curation, less time

on newsletter creation• Insight into topics of interest based on

actual content consumption• Customer behaviors are changing

• But the shortcoming is… the personalization currently requires manual customer input.

Behavioral Data Warehouse1. Where do our customers

come from?• Online and offline referral sources • What behaviors led up to their first

transaction (e.g. membership, event registration, e-newsletter subscription)? How many touches does it typically take to convert a prospect to a customer?  

2. What are our customers doing that we can [monetize/enhance/change/ prevent/predict]?• What are they looking at? (web pages,

articles, videos, event descriptions)• What are they searching for? (search

engines, our site search, our event search)• What are they talking about? (online

community discussions)• What are they buying? (membership,

events)• From all of this, what patterns can we start

seeing?

3. Why aren’t we converting/ retaining? What are the characteristics and

behaviors (or lack of behaviors) of members who resign?

What are some patterns/characteristics of prospects who are least likely to respond to our offers?

 4. How healthy is our organization? How are we tracking against goals?

(financial, head count, market share) How are programs and initiatives

performing compared to history?

American Payroll AssociationFrom Dark to Light

APA: Marketing Automation• 21,000 members • Certifications, continuing education,

publication, conferences/events, advocacy

• Vendor relations team tasked with lead generation for sponsorship partners

• Went from home grown CRM with mail server and few metrics to Aptify-HubSpot marketing technology stack

Insights from the Move• Understand which contacts are showing the

most desired activity to allow APA to put a membership rep, etc in contact with individual

• Understand what content is attracting the most people and on what channel

• Understand where users are consuming information and what keywords they’re using to find APA

• Can clearly understand how social media is driving buying behavior and can measure ROI

DataInsight Driven

Behavior in Context of Interest

What Content Drives Conversion

American Dental AssociationExtending the Reach of Insights

ADA: Extending Reach • 159,000 members• 53 state chapters• 545 local dental societies• All use email marketing to push out

information

Opportunity: Extend one platform to all chapters to provide efficiency & economies of scale, but moreover, to amass all contact and consumption data in one system integrated to Aptify

ADA: Extending Reach• Create one integrated marketing

technology stack that can be used at any level of the organization

• Provide one location for all data collection and reporting—eliminate the black box of chapters

• Understand behaviors of users and gain insight into what level is driving traffic and where engagement is happening to better understand user experience with the ADA brand

ADA: Extending Reach

ADA: Extending Reach

Newsletter Express

American Society of Association ExecutivesUser-Driven Content Experiences

ASAE: User-Driven Content

Insights from AN Plus• Number and who opted up/down in terms

of frequency

• Difference between topics chosen versus consumed (compare with heatmap)

• Who are the most loyal readers and how does that compare to buying behavior?

• Are the most loyal readers also influencers?

Panel DiscussionGet Real About the Evolution to Insight-Driven Content

• Find your ideal customers

• Lower the cost of customer acquisition

• Increase engagement• Increase sales• Decrease churn• Increase expected

lifecycle of customer• Decrease cost for

product development & go-to-market timeline

• Data management (22%)• Advanced analytics

(39%)• Process (42%)• Skill (31%)• Culture (27%)• Funding (35%)

Desired Results:Challenges:

Advanced Analytics:

Do you have technology to do this? People? Who’s driving the initiative? How is it being discussed internally?

Process:

Are data & insight-driven processes spread across the organization? Who has ownership? How are teams structured?

Skills:

Do you have the right skills? Are you staffing for it vs. outsourcing? How are you training? How are you cross-training?

Culture:

Challenges? How are you moving to being user-centric instead of department-centric? What are the changes in culture you’re seeing occur or needed to move to insights?

Funding:

Who is driving the budget? Is it the right budget? How to justify more spend on new technology? How to handle technology purchases made outside of IT?

Thank YouPlease let us know if you have any questions.

Ron McGrath, CEO, HighRoad SolutionEmail: ron@highroadsolution.com