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Outdated CRM system with fragmented member data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
How I Solved It
CRM Migration
- Led enterprise migration to HubSpot with 100% data integrity
- Unified 13,000+ member records across multiple systems
- Implemented Service Hub with AI-powered chatbot
- Created automated member lifecycle workflows
Web Properties Rebuild
- Rebuilt 8 web properties with consistent design system
- Implemented proper analytics tracking across all properties
- Improved site performance and accessibility scores
- Cross-functional collaboration with IT, membership, and education teams
Marketing Automation
- Created automated nurture campaigns for event promotion
- Built dynamic content personalization for member segments
- Achieved 1,200% increase in webinar registrations YoY
- Automated renewal reminders and engagement sequences
E-commerce Platform
- Built Shopify e-commerce platform for educational products
- Generated $500K+ in annual sales
- Integrated with HubSpot for unified customer view
- Implemented abandoned cart recovery workflows
Impact & Outcomes
Technologies & Tools
Key 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.
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