From Fragmented Tools to Unified Growth: The New Marketing Mindset for Associations

Why smart associations are choosing HubSpot

If you’ve been to an association conference recently, you’ve likely heard the buzz around marketing tools that do one specific thing very well: "conversational engagement" via email.

As the year ends and you review marketing performance, you might discover what many other associations have learned: these tools didn’t serve their entire membership and marketing needs and they had to license many solutions to stay properly connected with their members.

HubSpot reports seeing a wave of forward-thinking associations canceling certain marketing tools—and legacy email tools—to consolidate everything into HubSpot Marketing Hub.

Here is why the HubSpot "All-in-One" approach is winning.

1. HubSpot Does "Conversational Engagement"

A common selling point of many standalone tools is the ability to ask a question in an email (e.g., “Are you planning to renew?”) and trigger an action based on the click..

Newsflash: You can do this in HubSpot right now.

You don’t need a separate license to have conversations. With HubSpot’s native tools, you can replicate this exact "ask and act" functionality:

• In Email: Use simple CTA buttons or one-click feedback surveys to capture member intent directly from the inbox.
• In Workflows: Did they click "Yes, I’m renewing"? HubSpot instantly tags them, notifies your membership team, and sends a "Thank You" SMS. Did they click "I’m not sure"? HubSpot automatically routes them to a retention nurture sequence or sends an alert to your membership team to make a telephone call.
• On the Web: HubSpot lives everywhere. You can continue that conversation with Chatflows and pop-up forms on your website when that member visits to read an article.

2. HubSpot Creates "One Marketing View" 

The biggest headache for associations is data silos. When you use multiple systems, your data is scattered.

HubSpot changes the game by syncing contact and other data with your Association Management Solution (AMS). HubSpot can synch your member data and immediately start the right outbound communications.

This means your marketing team can finally see the full promotional picture with automated reporting: Did the member who attended the annual conference also open the renewal email and click the LinkedIn ad? Only HubSpot can tell you that.

3. Solving the "Big Three" Pain Points

Some engagement tools are great for asking questions, but it can’t execute the full strategy. HubSpot solves your actual business problems:

• Member Renewals: Don’t just ask if they are renewing. Automate the entire renewal sequence across email, SMS, and direct mail (via integrations) based on their engagement score.
• Event Registration: HubSpot lets you build the registration page, run the organic and paid social media to promote it, and track every dollar of revenue back to the specific email that drove it.
• Growing the Base: You can’t grow by just talking to existing members. HubSpot gives you tools other providers lacks: SEO tools for content, Google/LinkedIn ad management, and lead scoring to identify potential new members before you even speak to them.

The Bottom Line: Consolidation is Strategy

Why pay for a "conversational" tool when you can have a Growth Platform?

By switching to HubSpot, you aren't just getting a better email tool. You are creating a marketing growth engine that powers new member acquisition, existing member renewals, and event registrations. 

Closing Offer: The Time is Now

If you are considering consolidating your tech stack, act before January.

CSRA members have access to aggressive end-of-year incentives for HubSpot licenses finalized before December 31st. These are discounts and terms that generally disappear when the clock strikes midnight on Q4.

Contact Ted Kammerer at HubSpot to chat about how CSRA members can grow with HubSpot. Year-end discounts are available for a limited time!