Winning with We: Community-Led Growth
Community-led growth is a buzz word and a very hot topic in the world of B2B go-to-market.
But what is it really and how can your organization leverage this go-to-market strategy? There isn't just one size fits all and there are many different approaches to community-led growth.
Kathleen Booth, SVP of Marketing & Member Experience at Pavilion on this week's show shared her insights from how Pavilion has grown their community.
Couple of things I learned during our conversation:
- There are three main approaches to community-led growth (build your own, engage and sponsor another community)
- Gating (through charging a fee or making it exclusive) your community creates a premium experience
- Trust is at the heart of community-led growths (the goal is to build relationships)
- What’s community led growth & why now? Marketing & sales returns are diminishing across the board. Community-led growth can be a very efficient GTM strategy
Kathleen Booth
SVP Marketing & Member Experience
Kathleen Booth joined Pavilion as a member in 2019, and later went on to become a founding co-chair of the Washington DC chapter, a Pavilion Ambassador, and today, SVP of Marketing.
Prior to joining Pavilion, Kathleen was founder and CEO of Quintain Marketing, a digital marketing agency. After selling her company and before joining Pavilion, she held marketing leadership roles at VC-backed B2B technology companies including Attila Security, clean.io, and Tradeswell and continues to serve as an advisor and fractional CMO to early stage B2B SaaS and Web3 startups.
Outside of work, she is the host of the long-running Inbound Success Podcast and enjoys walking her two Labrador retrievers and boating on the Chesapeake Bay.
Taylor Wells
Founder & Host @ GTM.news
Taylor has lived and breathed B2B marketing & go-to-market strategies for over 10 years at boot-scrapped & growth stage businesses. He thrives on building amazing customers experiences through what he calls the Selfless Advantage. This approach is an unconditional approach to marketing that helps people & positions your business as the obvious choice. He is the Founder & CEO of Potential Opportunity.