This episode: When serving our members, whether it's in a professional society or a trade association, an avenue of great value can be helping members reach their customers. This is where Business-to-Business-to-Customer (or B2BC) comes in; using this for-profit technique increases member value, provides ready to use tools, and supports members in tailoring messaging to each segment of their target universe. My guest Cathy Lada, DSc, CAE, is an association marketing expert and she walks us through what this means, how to use it, and shares case studies on its application for associations. Don't miss this informative and useful conversation! How do you help members reach their audiences? Share a comment!

Season 4 Episode 44 | Series Episode 176