Sigma Theta Tau Success Story-MarTech to the Rescue!

As more and more of association's marketing budgets move toward digital, the need for technical marketers is increasing. Likewise, as more of marketing moves to inbound methodologies for acquisition purposes, the reliance on technology to provide accurate data increases.  The resulting codependency requires that marketing and technology departments learn to work effectively together. MarTech to the rescue!  

We were pleased to have special guests from Sigma Theta Tau International (The Honor Society of Nursing) join us on #HighRoadU for a special webinar to celebrate their successful integration of Marketing & Technology and glean a few of their best practices. Here are some key takeaways from that webinar:

What is MarTech?

Like peanut butter & chocolate, or cookies & milk, Marketing & Technology are just better together. However, successful integration requires an understanding of how to best work together to avoid miscommunication & frustration. For STTI, MarTech meant: establishing team roles for each of their email campaigns and products, eliminating departmental silos, creating SOPs and KPIs to both direct tasks and measure performance.

The cry for HELP!

The STTI MarTech team candidly discussed the beginnings of their transformation, starting with the realization that change was necessary. With outdated renewal email messages and stagnating click through rates, the team realized they had an opportunity to take a fresh look at their entire renewal process and streamline. An enormous amount of staff time was being spent on manual processes and overall the entire renewal email process was dependent upon a single staff person, so if that person was out of the office, they were dead in the water.  Raise your hand if that sounds familiar!

MarTech to the rescue!

These STTI superheroes walked us through the roles and responsibilities they created for their MarTech team. KPIs and SOPs were established for the renewal email campaigns, and through their combined efforts a new email series was born! After the implementation, as staff stress levels begin to decrease, click through and open rates began to increase dramatically! For the first time, they were able to measure and track analytics and goals, finally allowing them to make correlations from email to renewal. The team's success had a spillover effect within the organization, as they shared their success with other departments, replicate their processes, solve new challenges and create more success! Win!

MarTech superheroes? Perhaps, but who's to say your organization doesn't have its own cast of superheros? Check out this webinar on demand today, and start to build your own MarTech Dream Team! 

P.S. Are you an Association marketer looking for a better understanding of common topics in digital marketing? Check out Tech Basics for Association Marketers tomorrow 1/23 on HighRoadU! We are introducing topics that are considered basic to technologists, but that are not taught to marketers, including APIs, CSS, how email client browsers work and more.