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You're running ads and sending emails. You might have even launched a polished new landing page. But the new member sign-ups aren't materializing as expected. What's going wrong? We see this scenario often. Organizations put significant effort into membership drives that seem to follow the playbook but ultimately fall flat. The issue isn't a lack of effort or a small budget. The problem is a lack of relevance. This is the primary reason most membership campaigns fail. They ar

To elevate your webinars, you must implement strategies that boost engagement and registration rates. This involves using creative titles, structuring content into series, increasing event frequency, and incorporating interactive elements like polls and breakout sessions to transform passive viewers into active participants. Webinars have become a crucial component of B2B marketing, but their growing popularity presents a significant challenge: standing out. With numerous vir

In the first part of this series , we explored the key challenges and trends shaping modern public relations measurement. We examined how declining media trust, attribution difficulties and the need for high-quality data are forcing professionals to adapt. We also looked at emerging tools like AI and the necessity of an omnichannel approach to create a complete picture of performance. Now, it's time to move from theory to practice. Understanding the landscape is one thing; na

Modern PR measurement requires public relations professionals to prove their work's impact by connecting it directly to business outcomes. This involves navigating challenges like declining media trust and integrating AI tools responsibly to demonstrate value to executive leadership. A successful strategy moves beyond traditional metrics to focus on data quality, an omnichannel approach and building cross-functional alliances. In part 1 of this series, we have compiled key le

Leading focus groups to actionable insight Focus groups are an indispensable market research tool, offering direct insight into the perceptions, motivations and preferences of your target audience. For organizations in the architecture, engineering and construction (AEC) sectors, this qualitative method provides the nuanced feedback necessary to refine messaging and strategic initiatives. Whether conducted in-person or digitally, a well-executed focus group can uncover why st

Learn how to create and use knowledge blocks to refine AI outputs for the AEC industry. Generative artificial intelligence offers significant efficiency gains, yet many marketers, especially in the architecture, engineering and construction (AEC) industry, face a common challenge: receiving generic or inaccurate results. The solution lies not in abandoning these powerful tools, but in refining how we use them—specifically, by using what is known as “knowledge blocks.” What ar

An organization's most credible and influential voices often come from within. Employees and board members, from frontline staff to leadership, possess authentic perspectives that can significantly enhance brand reputation and reach. Structuring this collective influence through a formal advocacy program transforms individual efforts into a unified marketing and communications asset. Key to success, however, is creating a detailed framework for understanding, establishing and