Session 4: It’s Time to Build your Flux Persona
Build Your Personas
Learn how to build a content strategy that is personalized to your distinct member types, or personas. By segmenting your member data, you will have the tools to build your personas and drive conversions.
Introducing Spark
Learn More
It’s a simple solution to a long-standing association challenge. HighRoad Spark provides a clean, intuitive, and flexible interface that allows marketers a one-stop ‘quick and painless’ shop to:
Blog: How to Create Personas for Your Association
Learn about our Persona & Segmentation Workshop
Webinar: Building a Member Journey that Converts
Talk to us about taking the next step in building personas
Sync data on-demand and quicker than ever before
Bridge multiple data sources with one-click source plug-ins
Connect pre-built queries from your AMS with your marketing platform
Map data and data attributes via drag-and-drop functionality
Spot-check and validate query counts in minutes for data confidence
+ Phases
The Four Phases
of Digital Maturity
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Associations are at a pivotal moment in their org-span. Collectively, they need to embrace digital transformation by aligning the technologies that best meet their objectives. Digital maturity is, more and more, becoming synonymous with organizational success. Understanding that all organizations move at their own pace, we’ve identified four phases of digital maturity so that associations can measure their digital evolution. Where does your organization fall?
Phase 1
Focus on engagement
At this phase, you’re communicating with intent. You’re customizing your member and/or customer experiences for greater impact. And your reporting beyond-the-click with some measurable conversion attribution tactics in place.
Is this your org?
Specifically, you may be:
Moving into email ‘automation’
Integrating at the AMS level
Focused on communication-driven strategies
Placing the majority of emphasis on retention and engagement strategies
Leveraging demographic and transactional data to segment
Demonstrating basic level conversion attribution reporting
Phase 2
Focus on growth
At this phase, you’re pivoting to a focus on net new growth. You’re investing in integrated channel technologies to create awareness in untapped market share, diversify your revenue portfolio, and generate net new leads for program consumption.
Is this your org?
Specifically, you may be:
Investing in omni-channel marketing automation
Building your personas through data and empathy-mapping
Building lead-gen campaigns with a drive toward program acquisition
Looking for new revenue-driving program opportunities
Collecting baseline insights on your campaigns, programs, and personas
Building robust reporting based on all KPIs in your marketing funnel
Phase 3
Focus on data democracy
At this phase, you should have moved an orbit to a hub and spoke data model. All of your data should either be centralized or connected―whether in or out of your AMS―creating a hub of customer centricity.
Is this your org?
Specifically, you may be:
Adapting integrations or platforms that fuse all of your data sources into one
Rounding out your personas through ongoing content interaction
Activating on operational business intelligence (looking back)
Applying enterprise-wide data and reporting to impact programming
Creating mutual “smartech” goals that align your marketing, sales, and technology teams
Gaining quantitative intel on the value of ‘the member’ and the value of ‘the customer’
Phase 4
Focus on the future
At this phase, you should have a solid plan for growth, and a clear understanding of your markets and metrics. With true ROI in your pocket, your primary focus is now on ways to set your organization up for the long-game.
Is this your org?
Specifically, you may be:
Relying on machine learning systems to drive predictive analytics
Activating on strategic business intelligence (looking forward)
Exploring new or diversified membership models
Operating entirely in a systems-of-action versus systems of record mindset
Creating relevance for your organization in the future through revitalized programming
Forecasting the direction of your organization’s industry as a whole
Set up time with us
Want to elevate
your digital footprint?
