This week, our guest is Annie Henderson, who made the change this year from membership marketing to corporate marketing at her association, ASBO International. Annie and Beth talk through how to navigate the differences of marketing to corporates, particularly at an association, and what techniques you can use to try to bring in sponsors and exhibitors at every level.

In this episode, you'll discover:
Moving from the member marketing to partners marketing mindset
Why you need to what your corporate partners’ timelines for activities
The challenges faced in winning partners and getting them engaged and involved further
Competing against bigger competitors
Moving partners beyond exhibiting
The tools and tactics you can use in corporate partnerships
The power of personas
What a treat deal “sweeteners” can be
Treating your partner like member, not a bank
Taking on your challenges and opportunities in the right order
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