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Communications Posts

What’s the Difference Between Automation Rules and Marketing Automation, Anyway?

Written by Elizabeth Bell on January 23, 2019 at 7:50 AM | 3 minute read

Automation rules. Marketing automation. Two terms that sound similar (and sort of are) except for the fact that they tend to be siloed into two separate spheres of community and marketing.

Though it’s a tad confusing, it’s no coincidence that these two key Higher Logic features both use the word “automation,” because it reminds us how closely and effectively the two tools can work together. And for what? Improving member communications.  

To eliminate any potential confusion, let’s look at some expanded definitions – what do these terms really mean?

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Topics: Integration, Online Community, Marketing Automation, Engagement, Communications, Marketing, Associations

Higher Logic's Rob Wenger Announces New Role as Executive Chairman, Welcomes Kevin Boyce as New CEO

Written by Rob Wenger on August 15, 2018 at 8:00 AM | 3 minute read

At the risk of bragging too much about our collective success, let me recap all of Higher Logic’s recent, amazing growth:

  • 2007-2015: We maintained a steady 30% growth rate on our own over the years, as we forged ahead in providing the best community and collaboration software for our customers
  • 2016: We embarked on a big investment with JMI Equity, and they’ve become valued partners
  • 2017: We bought four companies and some great new products, and we’re so happy to count Saratoga Springs, Mesa, Portland, and all our remote teammates as members of the Orange Army

This journey has been a whirlwind, in the best way. All these changes have prepared us for the next phase of our amazing growth.

I’m taking on a new role as executive chairman, andI’d like to introduce you to Kevin Boyce, who is taking over as our new CEO and a board member, effective August 27.

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Topics: Online Community, Marketing Automation, Communications, Community Platforms & Updates

4 Ways to Take the Confusion Out of Your Marketing Automation Platform

Written by Shayna McGroggan | on April 26, 2018 at 8:30 AM | 5 minute read


I am definitely one of those people who loves and needs to have the latest gadgets. When it comes to new smart phones, operating systems, gaming consoles, and audio gadgets, I covet them until they are mine.

However, more than once I’ve lusted after the latest tech toy, only to get home and let it die of loneliness in a drawer or on a shelf somewhere, because I couldn’t immediately figure it out on my own and gave up.

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Topics: Marketing Automation, Email Marketing, Marketing, Communications

Debunking 5 Marketing Automation Myths

Written by Shayna McGroggan | on April 19, 2018 at 8:30 AM | 7 minute read


In my quest to educate on marketing automation, I run across a lot of misconceptions. These take on a life of their own, and often feel like epic myths that would give Homer a run for his money. Someone always has a story about some other marketer, from some other organization, that had some sort of major difficulty or near catastrophe, caused by a malfunction of an automated campaign. Or they stumbled upon an unforeseen dead-end that prevented them from automating. More often than not, these issues are over-exaggerated marketing urban legends.

So, let’s uncover some epic legends and debunk some myths.

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Topics: Marketing Automation, Collaboration Tools, Marketing, Communications

3 Copywriting Best Practices for Your Email Campaigns

Written by Caitlin Struhs | on March 29, 2018 at 12:15 PM | 3 minute read


When you send a marketing email with a weak subject line or awkward copy, the interaction with the recipient ends right there – with your message in the digital trash. Even if you convince someone to open your email, how compelling is your content and the offer? It’s easier said than done in an era where we obsess over “Inbox Zero” and contend with complicated spam filters.

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Topics: Marketing Automation, Email Marketing, Communications, Marketing

The Power of Audience Segmentation [Infographic]

Written by Caitlin Struhs | on March 8, 2018 at 12:00 PM | 2 minute read


Good marketing delivers relevant content. Great marketing delivers personalized, timely content to the right people. So how can we get more personal with our audience and send them what they need? Audience segmentation is the key.

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Topics: Marketing Automation, Email Marketing, Member Engagement, Communications, Marketing

Web Tracking Is Your Marketing Automation Advantage

Written by Shayna McGroggan | on February 22, 2018 at 8:30 AM | 3 minute read


Web tracking may not be the first thing that leaps to mind when you think about marketing automation, but it should be. Like perfecting a golf swing, marketing automation is all about the follow-through, and combining web tracking with automated campaigns is exactly the prep you need before stepping out on the green.

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Topics: Marketing Automation, Marketing, Communications

Building Personas: Defining Your Audience

Written by Shayna McGroggan | on February 8, 2018 at 2:30 PM | 4 minute read

Creating personas is a valuable practice for many departments across organizations. From marketing and sales to product and client success, personas help teams to focus on understanding the needs and pain points of their prospects or customers. This helps organizations deliver more personalized experiences, content, and solutions that are tailored to meet the needs of specific segments of your audience. 

To serve your audience well, you have to know them. Before you can start drafting and developing your unique personas, you have to get a data-driven understanding of your environment. This means getting a firm grasp of the makeup of your customer base, your website traffic, and your competition. 

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Topics: Marketing Automation, Customer Engagement, Marketing, Communications

How to Overcome B2B Buyers’ Biggest Complaints in the Sales Process [Research]

Written by Julie Dietz on November 7, 2017 at 8:30 AM | 4 minute read

B2B sales can be tough. Buyers are well educated on products and services, including your competitors, and frequently work in teams. Often, you don’t just need to convince one person to buy, you need to convince five or more.

Fortunately, many B2B buyers have the same concerns. According to research from Aberdeen Group and PJA Advertising, there are a few issues that come up consistently during B2B sales experiences. To help improve your sales efforts, below are B2B buyers’ five biggest turn-offs and tips for maximizing your company’s sales experience.

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Topics: B2B Communities, Communications, Online Community

How to Increase Nonprofit Website Traffic (And How That Translates to Revenue)

Written by Julie Dietz on August 29, 2017 at 8:30 AM | 6 minute read

Websites are par for the course. Your nonprofit probably already has one, but you may be leaving money on the table if you’re not consistently working on improving your website’s visibility.

Just having a website isn’t enough. You need to go beyond building the initial site to create an effective online destination for your donors, volunteers and supporters, as well as prioritize getting new eyeballs on your content. A strong, carefully crafted website that gets new visitors and consistently brings loyal supporters back can become of your nonprofit’s most powerful tools for increasing awareness and revenue.

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Topics: Nonprofits and Charities, Communications, Online Community

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