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Suzanne Carawan

By: Suzanne Carawan on April 13th, 2015

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Top 5 Reasons Personify Clients Need to Know THE HighRoad Solution

Email Marketing | HighRoad News & Events | Lead Generation & Growth Strategies

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

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We're thrilled to announce that we are the Platinum sponsor for the 2015 Personifest conference being held this week in Columbus, Ohio. There's so much new to tell since last year's event---where to even start? To tackle this topic, we'll take a blog-centric approach and Give U the List. Since we're holding our big party tonight at The Ohio Stadium, we're going to use a 'lil Buckeye lingo & show the same swagger as the First Ever National Champions.  

Top Five New Things at The HighRoad Solution that Personify Clients Need to Know: 

1) Enterprise Software + In-House Expertise

We partner with two of the best enterprise software platforms available in the world: BlueHornet & HubSpot and then add our +Plus product for Personify to connect them with Personify360. Our clients trust the enterprise software makers of the world that deal with Fortune 500 clients and offer the best data security, high availability & disaster recovery options on the market.

Nine years ago we decided we didn't want to be in the proprietary email software business trying to deliver a commoditized product that required huge amounts of continuous improvement and infrastructure. How could we ever compete with the Exact Targets, Silverpops or BlueHornets of the world? We couldn't, no small company under $50 million can.

We made the strategic decision to partner with the Big Email Guys and focus on what no one else wanted to do--build the best integration to Personify360 (back in the day, TIMMS) available. Now that we're in 2015, we've completed dozens and dozens of these integrations and productized the connector software to release it as the +Plus Product for Personify. We don't outsource our integration to another provider, we ARE the provider of great integrations which means that we do the work the first time & you benefit the rest of the time.

Now you can have the feature/function and confidence levels by using the same software that powers Omni Hotels, Kentucky Fried Chicken and NFC with the peace of mind that it all works together with your Personify360 system. Now you have the peace of mind that if you upgrade, add a new module or make changes, we're already ahead of you and your +Plus integration will work just fine.

2) Expose the Data Model to Marketers

One of the biggest points of strife between marketing & IT is embedded in the ability to be self-reliant & the understanding of time. For marketers, they need to be able to communicate at a moment's notice to a specific group of people and it really does need to be done RIGHT THEN and THERE. For technologists, they need the understanding from other departments on the importance of data integrity, planning and execution--there's nothng worse than using the words "ad hoc", "one time" and worse, RIGHT NOW.

Our +Plus product with Personify provides cosmic relief to both groups because we understand the tension and we're providing the peaceful solution to give both groups what they want. For marketers, our solution allows you to utilize pre-defined queries (we call it pre-segmentation) and then bundle them, take people out and add people in to get the list that you really want to target. You can do this on your own without having to submit a query request to IT or learn how to query Personify360. You have the power of self-reliance and the freedom to target who you want RIGHT AWAY. For technologists, we are able to leverage all of that hard fought and protected data and turn it into action without you having to take further action. 

We empower marketers to finally use their own data without technology being a blocking point (that's pretty ironic, but true).

3) Integrated Preference Centers

According to our 2014 State of Digital Marketing in Associations report, less than 40% of organizations use email preference centers and even fewer have these integrated to Personify360. We do this for EVERY organization so that your HubSpot or BlueHornet platform and Personify360 are perfectly in sync no matter if someone changes their opt-outs online or over the phone with a member services rep. We empower the member to drive their own experience and empower the member services rep to feel confident that only the right people will receive email and other digital communications. 

4) Smart Automation

Automation is all the talk of email marketers in the association market right now, but what they mean by automation isn't what HighRoad means. Automation to handle recurring messages, renewals and step you through a process is something our clients have been doing for years with built-in functionality from our enterprise platforms (thank you corporate market that understands consumer behavior). What we mean by automation is the intersection of contextual marketing & marketing automation. This translates roughly to the user is empowered to create their own experience that is completely unique to their tastes & preferences.

Don't care about Advocacy and have never participated in any sort of grassroots or legal effort despite the desperate attempts by your organization over the last 10 years? Our Automation Portfolio includes solutions that actually are smart about what content is sent based on the individual preferences of a member, their role, their demographics and even their behavior. Clicked on every article that had to do with certification, but never registered to take the certification exam? Why not send a coupon to get going because we see you're interested and might need a bit of an incentive--that seems smart, right? When HighRoad talks Automation we mean using technology to be the Smartest Org on the Block. Let the member determine their content and let the technology deliver a custom experience without any additional work. 

Get personal through smart automation and if you're like a lot of our clients, win awards for getting a much bigger ROI from email marketing.

5) Evolve to Inbound

Not only have we introduced red into our visual identity (on a personal note, red is my favorite color and I've only had it as part of my brand when I worked at Parallels),but we've established our new 3-prong positioning of Email.Automation.Inbound which you see in all of our materials. Did we randomly come up with the E-A-I? No! We have seen through our client engagement work that organizations are naturally evolving from "just" email marketing (even if integrated) to contextual marketing automation and then into inbound. 

Like The Ohio State University who are the first National Champions, we are the first to deliver inbound services and the HubSpot inbound marketing platform integrated with Personify360 through our +Plus product. If you haven't talked to us about the types of services that we can provide that span from social media to persona development to evolving your organization to an inbound mindset, you should. 

Why? Because like any National Champion, we're exceptional at turning haters into celebrators. We're putting the spirit back into association communications (and it's not even football season!)! 

LET'S GO!

Seriously, stop by and talk to us, get a free digital audit, dot the 'i' of O-H-I-O on the field tonight, but let's get talking about how HighRoad is taking Personify360 clients to a whole new level of elite performance!