🍔 What’s on the menu please? About this Playbook

About Community Led Growth

What’s Community Led Growth?

Online marketing is a fast evolving science. The way companies grow their business and find new customers online has changed radically over the last few years.

Content was King 👑

Inbound marketing has been the go-to growth strategy for most B2B companies over the last decade. Generating leads through highly personalised content proved to be the most cost effective way to grow a business online. And yet paid marketing managed to kill the game, and force companies to produce massive content to keep up. At the cost of content quality.

Product became Central 🎯

So companies have set out to design self selling products: Netflix, Slack, Notion… are compelling examples of successful Product Led Growth (PLG) strategies. As they started levelling the playing field, it became harder to design a product that stood out, and the maturity of digital markets meant that any product could easily be replicated. That’s when Community came into play.

Community is about to come first 🏆

Building a community on top of a business has emerged as a new and powerful revenue acquisition play, for three mains reasons

• Traditional communication channels are getting increasingly crowded and costly
• B2B prospects are moving away from mass marketing, and looking for safe places to interact with like-minded people (marketing emails will soon be a thing of the past)
• Unlike Content or Product, Community is the one asset that is virtually impossible to replicate.

Why does Community-Led Growth matter to my business?

As companies and brands, we are always looking at ways to deliver messages to our prospects. In fact, a message is a lot more powerful when not delivered by the brand itself. Not all companies master the art of influencing marketing, but any company can build a group of enthusiasts sharing common interests (aka, a community!).

Creators, web 3.0, DAOs, productivity tools… all these verticals are putting Communities at the core of their DNA. And that’s just the beginning, because communities are starting to emerge as the #1 competitive edge for successful companies: very powerful, and almost impossible to copy!

Juliette Mopin, ISAI.