Case Study: American Marketing Association achieves 111% webinar revenue growth and sustained membership with ReadyTalk

Webinars Help the American Marketing Association Boost Revenues, Keep Members

The American Marketing Association (AMA) needed a way to deliver timely marketing training and content to members who couldn’t attend in-person events, drive traffic to its marketingpower.com site, and generate new revenue and memberships—challenges made more urgent by a difficult economy and limited reach from live events.

AMA launched webinars in 2002, scaled to 150+ events a year, staffed a dedicated program manager and partnered with ReadyTalk for reliable, scalable delivery with interactive features and recordings. The initiative more than doubled webinar revenues within three years, grew registered users to ~175,000 and attracted thousands of registrants per event, helping stabilize membership during the recession and converting webinar attendees into event participants and new members.

American Marketing Association

Karen Gwynne

Director of Sponsorship