State of Digital in Today's Associations & Effect on Performance

The State of Digital MarketingAssociation Innovation Day

@DemandMetric

In Partnership with:

Today’s Session @DemandMetric

Simple Question - What grade would the CEO give Marketing?

Discussion - What separates the best-in-class from the rest of the pack.

Review - The State of Digital Marketing in Associations.

Action Plan - How to get an “A” in Marketing.

About me… @DemandMetric

CMO & Partner (2007)

Responsibilities Include:

Lead Generation

Product Development

Partner Programs

Connect with John:

https://ca.linkedin.com/in/johnrfollett

A Few Member Organizations @DemandMetric

What Grade would the CEO give Marketing?

A

B

C

D

How Marketers Measure Up @DemandMetric

What separates the best-in-class? @DemandMetric

C U L T U R E

M

E

A

S

U

R

E

P

L

A

N

ALIGNMENT

OPERATIONS

Foundation - Culture @DemandMetric

Culture as a Barrier

Work on what’s urgent

Punish mistakes

Trust intuition

Political environment

Culture as a Catalyst

Work on what’s important

Learn from mistakes

Trust data

Transparent environment

Pillar #1 - Measurement @DemandMetric

Pillar #2 - Plan @DemandMetric

Pillar #3 - Alignment @DemandMetric

Pillar #4 - Operations @DemandMetric

Common Marketing Ops Functions @DemandMetric

Campaign analysis & reporting

Data management

Marketing technology & automation

Budgeting & planning

Talent & skills development

Customer, market & competitive intel.

Workflow process development

Benchmarking

Project management

Strategic planning

Analytics & predictive modeling

How do Associations stack up? @DemandMetric

2015 Report is Coming Soon!

Video Infographic Summary @DemandMetric

Overall Effectiveness @DemandMetric

Effectiveness Perception Rating

Percentage

High or Somewhat – 73%

Low or Below – 27%

Communication Efforts @DemandMetric

Communication Effectiveness Rating

Percentage

“Always Relevant & Professional”

6% Decline

Capabilities @DemandMetric

3 New Capabilities in 2015

Marketing Communications

Graphic Design & Production

Event Planning & Coordination

Takeaway

Membership Retention

15% YOY Increase

Strategy & Planning Gap @DemandMetric

Tactics & Usage @DemandMetric

Marketing Tactics – Effectiveness Gap @DemandMetric

Skills @DemandMetric

Digital Marketing & Budgets @DemandMetric

Metrics & Reporting @DemandMetric

Budgets and Resources @DemandMetric

Action Plan @DemandMetric

How to get an “A” in Marketing

Focus #1 – Executive Leadership @DemandMetric

Focus #2 – Strategic Orientation

Focus #3 – Customers @DemandMetric

Focus #4 – Skills

Track & measure performance

Use data to improve marketing processes

Use data to improve business processes

Focus #5 – Metrics

The Payoff

Thank You for Attending!

@DemandMetric