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 mindsetWhy you need to what your corporate partners’ timelines for activitiesThe challenges faced in winning partners and getting them engaged and involved furtherCompeting against bigger competitorsMoving partners beyond exhibitingThe tools and tactics you can use in corporate partnershipsThe power of personasWhat a treat deal “sweeteners” can beTreating your partner like member, not a bankTaking on your challenges and opportunities in the right order

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