10/14/2021

Professional Membership Tip: Give Members What They Want

Oct. 14, 2021

Member job titles are not always the best way to gauge their interests. To get a better picture, the United Fresh Produce Association set up a customer relationship management system to track member interests based on what emails they opened, webinars they attended, and more.

The system automatically tags their records, which allows United Fresh’s membership team to retarget and take a deeper dive into the content, instead of constantly pulling lists, said Miriam Wolk, CAE, United Fresh’s vice president of member services.

How Does It Work?

In the past, United Fresh had several disparate systems. For example, members registered for a meeting on one platform and website visits were tracked on another. Having an effective system in place that integrated both its marketing and sales activity gave the membership team a way to track how members were interfacing with United Fresh because the information was all being sent to one place.

Please select this link to read the complete article from Associations Now.