--- title: 2018 Plan Your Membership Case Study description: M&T uses Hubspot to begin a data-driven, digital marketing program. image: https://2859863.hs-sites.com/hubfs/Plan%20Membership/planMembership-header-019193-edited.jpg --- (…) ![M&T-Header.jpg](https://2859863.hs-sites.com/hs-fs/hubfs/MT%20Blog/M%26T-Header.jpg?width=1000&name=M%26T-Header.jpg "M&T-Header.jpg") ## [2018 Plan Your Membership Case Study](http://2859863.hs-sites.com/tech-talk-blog/2018-plan-your-membership-case-study) ** Oct 29, 2017 4:23:20 PM / by [Rene Serot](http://2859863.hs-sites.com/tech-talk-blog/author/rene-serot) **NAED Annual “Plan Your Membership” Campaign ** [[View Online Campaign](http://learnmore.naed.org/plan-your-membership-2018)] [[View Hubspot Campaign Dashboard](https://app.hubspot.com/analytics/2859863/campaigns?selectAll=false&selectedSeries=211af9aa-935a-45e3-a843-4d6845de5624)]   **Goal:** Encourage members to make the most of their membership during budget planning period and remind companies to make considerations for NAED products at the beginning of their budget planning.   **KPIs:** This campaign did not have a KPI because it was considered a pilot in Hubspot. Hubspot now has a baseline for this campaign for 2019. Any key insights can be built upon next year.    **Key Insights From the Data:** The most surprising insight learned was the highest engagement  call-to-action button for the Budget Calculator located on the main landing page. This indicates that users respond to tools that make their lives easier when engaging with NAED. **NAED should consider opportunities for other tools to offer members when sending communications or soliciting engagement.** This effort will take a transactional communication to an interactive one and also benefit the member. ![Budget Button.png](https://2859863.hs-sites.com/hubfs/MT%20Blog/Budget%20Button.png) ** ** **Additional Insights From the Data: ** - Six keywords were tracked in this campaign and one keyword "financial benchmarking" brought in a direct hit from organic search (*this campaign did not involved a targeted keyword strategy and was just tracking possible keywords overall)* - One “[Sponsor an NAED Event](http://learnmore.naed.org/sponsor-event-form)” form (newly added) was completed because of this campaign - A member at Graybar followed up with the Education Team to ask that niche events be added to the budget calculator (only the big 4 were added originally, these events were immediately added these to the calculator within 2 hours) - After learning this about the budget calculator, the education team requested additional ads to be placed on their education pages so more members could easily find this calculator ![EPEC-AD](https://2859863.hs-sites.com/hubfs/MT%20Blog/EPEC-AD.png) *Note: When the Call-to-Action ads were added to [these pages](https://www.naed.org/EPEC), more insights were found–including [a list](https://app.hubspot.com/lists/2859863/list/138/) of an additional 10 known members interacting with this campaign. Member Services now has additional information about specific, known members and can cultivate timely opportunities to reach out in the weeks following the campaign if more support/info is needed.*   **Unique Digital Approaches: ** The 2018 Plan Your Membership Campaign was the first campaign that fully took advantage of Hubspot, digital engagement tactics and analytics. The campaign used Hubspot landing pages, Hubspot email, Hubspot workflows, Hubspot tracking and analytics, Hubspot keyword tracking, and Hubspot Campaigns (A Hubspot campaign holistically tracks all pieces of a campaign online including social, tED ads, CTAs, SEO and conversions). This campaign also introduced a new synergy between the marketing and technology teams demonstrating how online marketing efforts will grow into more data analysis in future decision-making, user behavior and that UX/UI and user journey design considerations will begin to infuse all online programs.   **2017 Campaign Snapshot and Improvements to Existing Campaign:** - A new layout was proposed to represent all categories equally when the user is taken to the landing page from the email - A less copy-heavy design was proposed with more visuals for a less-intimidating first impression and to make the offerings more visually engaging - Tracking was added to all links that allows optimized reporting verse number of visitors per page, a better story of user behavior is learned with granular tagging of individual links - Forms were added or rebuilt in Hubspot so that users could immediately indicate if they had interest in programs and NAED could track form submissions - Marketing automation and workflows were used with the forms, when a form was submitted the user automatically received an email from NAED and the respective team was automatically notified a form was submitted ![2017-Plan-Membership-1](https://2859863.hs-sites.com/hubfs/MT%20Blog/2017-Plan-Membership-1.png)     **Takeaway for Next Year / Future Campaigns: **This program should be repeated each year with additional tools built upon the existing program and more opportunities for engagement and interaction added. The budget calculator shows users DO want help, tools and more ways to easily incorporate NAED into their company.    **Hubspot Campaign Dashboard** **![Plan-Dashboard.png](https://2859863.hs-sites.com/hs-fs/hubfs/MT%20Blog/Plan-Dashboard.png?width=713&height=808&name=Plan-Dashboard.png)**   Topics: [Technology](http://2859863.hs-sites.com/tech-talk-blog/topic/technology), [Digital Technology](http://2859863.hs-sites.com/tech-talk-blog/topic/digital-technology), [Case Studies](http://2859863.hs-sites.com/tech-talk-blog/topic/case-studies) ![Rene Serot](https://app.hubspot.com/settings/avatar/b9ada3e4ae6ddf4f46d7e92031d8c53c) #### Written by [Rene Serot](http://2859863.hs-sites.com/tech-talk-blog/author/rene-serot) [**](https://www.linkedin.com/in/renemcgrath/) ### Subscribe to Email Updates - Recent - Popular - Categories ### Lists by Topic - [Digital Technology (5)](http://2859863.hs-sites.com/tech-talk-blog/tag/digital-technology) - [Technology (3)](http://2859863.hs-sites.com/tech-talk-blog/tag/technology) - [APPs (2)](http://2859863.hs-sites.com/tech-talk-blog/tag/apps) - [Case Studies (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/case-studies) - [Hubspot Tips and Tricks (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/hubspot-tips-and-tricks) - [Marketing & Multimedia (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/marketing-multimedia) - [NAED (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/naed) ### Posts by Topic - [Digital Technology (5)](http://2859863.hs-sites.com/tech-talk-blog/tag/digital-technology) - [Technology (3)](http://2859863.hs-sites.com/tech-talk-blog/tag/technology) - [APPs (2)](http://2859863.hs-sites.com/tech-talk-blog/tag/apps) - [Case Studies (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/case-studies) - [Hubspot Tips and Tricks (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/hubspot-tips-and-tricks) - [Marketing & Multimedia (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/marketing-multimedia) - [NAED (1)](http://2859863.hs-sites.com/tech-talk-blog/tag/naed) [see all](http://2859863.hs-sites.com/tech-talk-blog/2018-plan-your-membership-case-study#) ### Recent Posts Produced by The NAED Marketing and Technology Team [**](http://2859863.hs-sites.com/tech-talk-blog/2018-plan-your-membership-case-study#)