This session will focus on practical, hands on exercises in persona development, mapping the buyer journey and in understanding lead scoring and lifecycle stage messaging. We'll talk about how all of the days' lessons on best practices in email, metrics and conversion come together in putting together content-driven digital campaigns that move users to action. We'll additionally review banner ads, social media and more digital techniques to drive interested users to your digital properties so that you can incite activation and put them on the pathway to conversion. Leave feeling empowered and refreshed that there are new people out there that need your association or non-profit and that you know how to now attract without buying lists or continuously sending email to the same group of people you already know!