2015 Association Marketing Benchmark Report

Resource Overview

From March 2015 to July 2015, Demand Metric and HighRoad Solution collaborated to conduct a survey to find about the state of association marketing in 2015 as compared to the previously researched 2014 study.



In 2014, HighRoad Solution and Demand Metric teamed to study the state of association marketing. That study established a valuable set of benchmarks about association marketing effectiveness, relevance, capabilities, tactics, skills and metrics.

The 2014 study identified several areas of improvement, including adopting a more strategic orientation, embracing content, less fragmented ownership of marketing functions, acquiring more current skills, and becoming better at using metrics to manage the marketing function. Another key area of investigation in the 2014 report was leadership: where the senior marketer sits in the organization, if that senior marketer is talking to the board and what the implications of that visibility are.

This 2015 benchmark study on association marketing revisits the same issues and now provides some comparison data to show what progress, if any, has been made. This report shares the most recent state of association marketing, and while some of the data has changed, the goal of the report remains constant: to provide associations with a set of marketing benchmarks they can use to compare and improve their performance.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. The Status of Association Marketing
  4. Association Marketing Capabilities & Tactics
  5. Strategy, Execution & Measurement
  6. Digital Marketing Portfolio
  7. Tasks & Skills
  8. Metrics & Analytics
  9. Budget & Resources
  10. Analyst Bottom Line
  11. Acknowledgements

  12. About HighRoad Solution
  13. About Demand Metric
  14. Appendix - Survey Background


Research Methodology

This Demand Metric Benchmark Study survey was administered online during the period of March 11, 2015 through July 15, 2015. During this period, 373 responses were collected, 311 of which were complete enough for inclusion in the analysis. The representativeness of these results depends on the similarity of the sample to environments in which this survey data is used for comparison or guidance.