In 2014, HighRoad Solution and Demand Metric teamed to study the state of association marketing. That study established a valuable set of benchmarks about association marketing effectiveness, relevance, capabilities, tactics, skills and metrics.
The 2014 study identified several areas of improvement, including adopting a more strategic orientation, embracing content, less fragmented ownership of marketing functions, acquiring more current skills, and becoming better at using metrics to manage the marketing function. Another key area of investigation in the 2014 report was leadership: where the senior marketer sits in the organization, if that senior marketer is talking to the board and what the implications of that visibility are.
This 2015 benchmark study on association marketing revisits the same issues and now provides some comparison data to show what progress, if any, has been made. This report shares the most recent state of association marketing, and while some of the data has changed, the goal of the report remains constant: to provide associations with a set of marketing benchmarks they can use to compare and improve their performance.
Table of Contents
- Executive Summary
- The Status of Association Marketing
- Association Marketing Capabilities & Tactics
- Strategy, Execution & Measurement
- Digital Marketing Portfolio
- Tasks & Skills
- Metrics & Analytics
- Budget & Resources
- Analyst Bottom Line
- About HighRoad Solution
- About Demand Metric
- Appendix - Survey Background