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Sheri Jacobs, CAE, is president and CEO of Avenue M Group, a full-service association marketing agency with in-depth expertise in member behavior, engagement and retention. Formerly, she was the director of membership at the American Academy of Implant Dentistry; director of marketing and communications at the American Bar Association Law Practice Management Section; and chief marketing officer, Association Forum of Chicagoland. She is a regular speaker and presenter at association conferences and events including ASAE’s Annual Meeting & Exposition. Find out more at avenuem.me.