Community Building and Growth Hacks, Emily Lonetto of Webflow

It’s always fun to reconnect with past guests and early success stories from our Ripple Community, and today’s guest is both, Emily Lonetto was a Tank Talks guest back when it was a small in-person event at our co-working space, The Tank. Back then she was the first leadership hire at our portfolio-company Voiceflow, now she’s the Director of Community at Webflow as well as a Venture Partner with us at Ripple Ventures. Emily has amazing perspectives on growth and community, and I hope you enjoy our conversation.

About Emily Lonetto:Emily Lonetto is the Director of Community at Webflow. She is an expert marketer and growth expert that started her career at Carnivore Club, a subscription food box, and moved onto to Tilt, which was acquired by AirBnB, and then to Voiceflow. She did her undergrad at Western University.

In this episode we discuss:

(01:34) Emily’s journey to becoming a growth hacker and community expert(04:15) Common challenges to growth for early-stage startups(05:25) Differences between standard marketing and growth(07:04) Her experience helping grow Voiceflow(10:12) The importance of community feedback(10:56) What growth means in a startup context(14:00) How startups should think about growth marketing(15:41) Growth Marketing tactics(18:10) Emily’s Growth Marketing tech stack(21:27) Analytics and testing that you should use to track growth(23:06) Using negative feedback to help hone your offering(24:12) How Emily has evolved as a community builder across her career(27:10) Factors that can hamper a community(30:11) How the Webflow community guided her even before working there(31:55) Positives of having a strong community(34:14) Misconceptions around community for early stage founders(37:27) How growth in community is defined at Webflow(39:51) Emily’s strong contribution to the Ripple ecosystem

Fast Favorites

* 🎙- Favorite Podcast: Reply All

* 📰- Favorite Newsletter/Blog: Lenny Rachitsky

* 📲- Favorite Tech Gadget: iPhone 14

* 📈-  Favorite New Trend: The comeback of emo and alternative music

* 📚- Favorite Book: Moonwalking with Einstein

* 🤔 - Favorite Life Lesson: Change is made up of dozens of small iterations

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