AASM
1,200% Webinar Growth: The CRM Overhaul That Transformed a 13K-Member Organization
Led enterprise-wide HubSpot migration for a 13,000+ member organization, increasing webinar registrations by 1,200% YoY.
Understanding the Problem
The American Academy of Sleep Medicine is the leading professional society for sleep medicine. As Marketing Technology Manager, I inherited:
Outdated CRM system with fragmented member data
8 disconnected web properties with inconsistent branding
Manual processes for member communications
No centralized analytics or reporting
Limited e-commerce capabilities for educational products
Marketing Technology Manager
Led marketing technology strategy and team for 13,000+ member medical association. Managed team of 3 specialists. Owned CRM, web properties, e-commerce, and marketing automation across 8 web properties.
Managed team of 3 marketing specialists (hiring, mentoring, performance reviews)
Cross-functional leadership: IT, membership, education, and executive stakeholders
Annual marketing technology budget planning and vendor management
Enterprise CRM vendor evaluation and migration project leadership
Quarterly board reporting on marketing performance and technology ROI
Change management: training programs and adoption tracking for 50+ staff
How I Solved It
CRM Migration
- Led enterprise migration to HubSpot with 100% data integrity across 13,000+ member records
- Unified member records from 3 separate systems into single source of truth
- Implemented Service Hub with AI-powered chatbot for member support
- Created automated member lifecycle workflows with segmentation by membership tier, specialty, and engagement level
Web Properties Rebuild
- Rebuilt 8 web properties with consistent design system and unified analytics
- Implemented cross-domain tracking with GA4 for unified member journey visibility
- Improved site performance and accessibility scores across all properties
- Cross-functional collaboration with IT, membership, and education teams
Marketing Automation
- Created automated nurture campaigns for event promotion and member engagement
- Built dynamic content personalization for member segments by specialty and career stage
- Achieved 1,200% increase in webinar registrations YoY through 47 iterations of nurture optimization
- Automated renewal reminders, engagement sequences, and re-engagement campaigns
E-commerce Platform
- Built Shopify e-commerce platform for educational products and certification materials
- Generated $500K+ in annual sales with integrated abandoned cart recovery
- Integrated Shopify with HubSpot for unified customer view and purchase-triggered automation
- Implemented post-purchase nurture workflows for cross-sell and upsell opportunities
Enterprise MarTech Stack
Architected unified marketing technology ecosystem for a complex multi-stakeholder organization, consolidating fragmented systems into an integrated platform serving membership, education, events, and e-commerce.
HubSpot Enterprise (All Hubs)
Unified CRM, marketing automation, service desk with AI chatbot, and CMS for primary web properties
Shopify
E-commerce platform for educational products, sleep study guides, and certification materials
WordPress (Legacy)
Content management for specialty web properties with HubSpot tracking integration
Google Analytics 4
Cross-property analytics with unified measurement across 8 domains
Looker Studio
Executive dashboards consolidating data across CRM, web, e-commerce, and events
Zapier
Integration middleware connecting HubSpot, Shopify, event platforms, and internal systems
Strategic Decisions
Why consolidate to HubSpot Enterprise?
8 disconnected web properties with 3 different CRMs meant no single view of a member. HubSpot Enterprise gave us unified contact records across all touchpoints, with native marketing automation that eliminated 4 separate tools.
How did you handle the 13,000+ member data migration?
Phased approach: 1) audit and deduplicate across systems, 2) normalize data model with standardized properties, 3) migrate in segments with validation checkpoints, 4) parallel-run old and new systems for 30 days. Achieved 100% data integrity.
Impact & Outcomes
Technologies & Tools
Compliance & Governance
Capabilities Demonstrated
Need similar results for your team?
I've built this at American Academy of Sleep Medicine. Let's discuss how the same approach could work for you.
Schedule a ConversationKey Learnings
Optimize for Workflows, Not Data
CRM migrations fail when you optimize for data structure, succeed when you optimize for user workflows. We redesigned around how people actually work.
The 47-Iteration Nurture
The 1,200% webinar growth came from a single nurture sequence we refined 47 times. Small optimizations compound dramatically.
Enterprise Requires Champions
In a 13,000-member organization, success required identifying internal champions in each department who became advocates for the new system.
More Case Studies
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