B2B Community - Best Practices

Описание: This week's Account Based Friday podcast features Kathleen Booth, SVP of Marketing & Member Experience at Pavilion, and co-moderating is John Steiner, CMO of TechTarget, discussing strategies for building and investing in online B2B communities.

Kathleen shares her experience growing communities at Pavilion and Impact, defining 3 types of communities - product, practice and interest. She outlines 4 pillars that make a successful community - fellowship, shared beliefs, safe space and diversity. Kathleen offers tips like having clear rules of engagement, assigning community moderators initially, and empowering members to eventually self-organize.

Key takeaways include:

👉 Why community building is a long term play for revenue growth and customer retention
👉 How participating in communities should be part of employees' jobs
👉 Why trying to directly measure pipeline from communities can be challenging
👉 The importance of diversity and cross-functional interaction

#Community #GTM #marketing

Here are some questions that will be answered in this video:

1. Why is diversity important in an online community?
2. What are the key ingredients for building a successful online community?
3. How can community participation drive long-term business growth?

0:00 Introduction to Account-Based Friday with Kathleen Booth and John Steiner
1:02 Discussion on community investments in 2023
4:00 Different perspectives on community investments and their significance
8:01 Kathleen's role at Pavilion and the importance of customer success in marketing
11:04 Connecting marketing, customer success, and product at Pavilion
14:01 Lessons learned from building a community at Pavilion for other companies
14:41 Importance of understanding the type of community and unique value proposition
15:54 - Strategic community building at Pavilion
16:02 - Research on community definition
17:01 - Four key aspects of Pavilion's community
18:11 - Commonality and diversity in Pavilion
20:04 - Promoting diversity of opinions
21:02 - Community moderation and management
23:04 - Importance of moderators/owners
25:37 - Transition to self-organizing community
26:52 - Evaluation period for community efforts
29:32 - Reflection on mistakes and sustainability
30:14 - Long-term commitment to community building
31:15 - Upcoming Pavilion events and engagement opportunities