• Karin Andersen

Is Building a Community the Best Way to Drive Product Adoption?



Yesterday, we had an insightful discussion about building a world-class community to keep your customer engaged, increase product adoption, and drive Net Revenue Retention.


Our panelists went over:


How a community can support your company's goals

  1. The foundational step when building a community is to understand the company's objectives and its current gaps. Aligning with business opportunities will help you identify different types of communities such as feedback-oriented, product-focused, brand awareness, lead-gen, or self-serve at scale.

  2. Also, the cross-functional partnership is super important for anything you do in the community, specifically for the beginning of setting up a community.

How to optimize your community cross-functionally

  1. Focus on shared value, and help each team understand what’s in it for them, so they can understand and work towards the common goals.

  2. For instance,

  • Customer success: increase brand loyalty and customer engagement

  • Sales/Marketing: raise brand awareness, lead-gen, UGC

  • Product: receive feedback, adoption, self-serve FAQs

  • Finance: customers’ value perception

How to get exec buy-in

  1. Getting exec buy-in is all about metrics that matter such as NRR, ARR, product adoption, and churn rate.

  2. Understanding business objectives, focusing on how communities can solve problems, and aligning with leadership vision and strategy will help you get the support needed.




 

About Our Speakers

Brigid Colver has worked in Customer Success for almost ten years, building resources and channels to support customers at SaaS companies like SAP, Glint, LinkedIn, and now Involve.ai. She enjoys celebrating customer stories and bringing clients together, but also sees community as an essential delivery channel for customer resources and support.




Nádia is a Senior Global Program Manager at LinkedIn, and has been leading the LinkedIn Sales Navigator Community for the past 3+ years. Some of her key focus areas include leading an external platform for voice of customer and peer-to-peer interaction to support product engagement and drive user adoption; manage all operations of the program; and provide regular metrics reviews to understand the impact of the Community platform on the business.



Joe Huber is a community leader based out of the Chicago area. He's worked primarily with B2B SaaS companies to help their cust

omers better understand their products and designed linear journeys to make the customer experience that much better.He's married to Bliss Billingsley and together they have a daughter and a dog. When he's not working or doing voiceovers, he's camping, fishing, writing, or creating something.

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