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How to apply product GTM strategies to increase engagement and drive community growth

Given at CMX Summit 2020: https://cmxhub.com/summit2020/

Growing your community intentionally by aligning with your company roadmap and using the same approach your product teams use will deepen engagement, accelerate growth, and make your community an invaluable asset to your company.

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How to apply product GTM strategies to increase engagement and drive community growth

  1. 1. BRITT CALDWELL Director, Community and Events October 7, 2020 How to apply product GTM strategies to increase engagement and drive growth | @brittwcaldwell
  2. 2. The health of your company is mirrored in your community. | @brittwcaldwell
  3. 3. We’ve been doing it all wrong. | @brittwcaldwell
  4. 4. SILOED POOR ANALYTICS LIMITED RESOURCES | @brittwcaldwell
  5. 5. | @brittwcaldwell ABOUT ME ● 14 years in community + marketing ● 8 years @ Atlassian ● 2 years @ lost in my 20s ● 2.5 years @ GitHub ● 1.5 years @ Webflow
  6. 6. | @brittwcaldwell Why look to our PMM sisters and brothers?
  7. 7. EDUCATION PERSONAS RESEARCH | @brittwcaldwell
  8. 8. Great, but WTF is a community GTM strategy? | @brittwcaldwell
  9. 9. | Conduct deep audit | Personify community | Research market dynamics | Synthesize key findings | Align with topline metrics | Formulate GTM and roadmap | @brittwcaldwell
  10. 10. State the obvious. Literally list out every platform, channel, process, system, and project related to your community. | @brittwcaldwell STEP 1
  11. 11. | @brittwcaldwell ● Current communities ● Utilized marketing channels ● Available marketing channels ● All current efforts ● Internal support ● Internal systems/community techstack
  12. 12. Dust off Typeform and gather data in one place. | @brittwcaldwell STEP 2
  13. 13. | @brittwcaldwell ● Total members + demographics ● Total reach (+ marketing channels) ● Content themes ● Type of customer ● Growth rate ● Monthly/quarterly/yearly spend ● CAC, NPS, ETC.
  14. 14. | @brittwcaldwell If you’re missing crucial data points, now is the time to send surveys. STEP 3
  15. 15. | @brittwcaldwell ● How did you hear about us? ● Where are you in the customer journey? ● How active are you? ● What do you love? ● Where can we improve? ● What are your biggest challenges?
  16. 16. | @brittwcaldwell Determine the biggest challenges each community faces. STEP 4
  17. 17. | @brittwcaldwell Determine the biggest challenges each community faces. STEP 4 ● Per platform ● For community at large ● For sub-sects ● For internal teams ● For you
  18. 18. | Conduct deep audit | Personify community | Research market dynamics | Synthesize key findings | Align with topline metrics | Formulate GTM and roadmap | @brittwcaldwell
  19. 19. | @brittwcaldwell Create customer personas for each member tier by identifying commonalities.
  20. 20. | @brittwcaldwell ● NOT each platform ● Titles ● Number + type of events attended ● Level of engagement ● Other communities ● Motivations ● Unique characteristics
  21. 21. | @brittwcaldwell Personas allow for deeper engagement, strategic growth and empathy between your company and community.
  22. 22. | @brittwcaldwell | Conduct deep audit | Personify community | Research market dynamics | Synthesize key findings | Align with topline metrics | Formulate GTM and roadmap
  23. 23. | @brittwcaldwell Devise themes or categories for your research. STEP 1
  24. 24. | @brittwcaldwell Devise themes or categories for your research. STEP 1 ● General design ● No Code ● Web design + development ● Techstacks + integrations ● Growing your business ● Collaboration ● Content influencers ● Company culture ● Top events + conferences
  25. 25. | @brittwcaldwell | Conduct deep audit | Personify community | Research market dynamics | Synthesize key findings | Align with topline metrics | Formulate GTM and roadmap
  26. 26. | @brittwcaldwell Identify industry trends and market opportunities. STEP 1
  27. 27. | @brittwcaldwell
  28. 28. | @brittwcaldwell | Conduct deep audit | Personify community | Research market dynamics | Synthesize key findings | Align with topline metrics | Formulate GTM and roadmap
  29. 29. Determine how to support company vision, product roadmap, and topline metrics. | @brittwcaldwell STEP 1
  30. 30. | @brittwcaldwell ● Schedule your biggest campaigns around product releases ● Include community where possible in roadmap decisions ● Share OKRs with your department so there’s a vested interest in collaborating Determine how to support company vision, product roadmap, and topline metrics.
  31. 31. | @brittwcaldwell | Conduct deep audit | Personify community | Research market dynamics | Synthesize key findings | Align with topline metrics | Formulate GTM and roadmap
  32. 32. | @brittwcaldwell Consider target audiences, timely opportunities, and constraints to plan the year ahead. STEP 1
  33. 33. | @brittwcaldwell ● What’s the best strategy for achieving your goals? ● Which personas should you target? ● What problems must you solve first? ● What can your team commit to?
  34. 34. | @brittwcaldwell Share with your company and your community. STEP 2
  35. 35. | @brittwcaldwell ● Create messaging + positioning ● Be transparent with community ● Share internally ● Solicit team liaisons for continued buy-in
  36. 36. 182% growth Total community membership 240% growth Webflow Meetup communities 20% growth Average QoQ 244% growth Community newsletter subscriptions 878% growth Active leadership, online + offline High NPS Across all channels QoQ | @brittwcaldwell
  37. 37. The health of your company is mirrored in your community. | @brittwcaldwell
  38. 38. BRITT@WEBFLOW.COM linkedin.com/in/brittanywalker THANK YOU 🙇 | @brittwcaldwell

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Given at CMX Summit 2020: https://cmxhub.com/summit2020/ Growing your community intentionally by aligning with your company roadmap and using the same approach your product teams use will deepen engagement, accelerate growth, and make your community an invaluable asset to your company.

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