Marketing Against The Grain How Community Can Accelerate Your Go-To-Market with Patrick Woods
Sep 6, 2022
Patrick Woods, Co-founder and CEO of Orbit, shares his insights on community building as a strategic advantage in marketing. He emphasizes the importance of integrating community into existing business strategies rather than treating it as an isolated growth tactic. The conversation highlights how user engagement evolves into vibrant communities, using real-world examples. Woods also discusses aligning community goals with business metrics and the transformative power of community-led efforts in driving innovation and competitive differentiation.
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Community vs. Audience
- Community is often conflated with audience, but they are distinct.
- Audience is a relationship with a brand, while community is a relationship between members.
Community Value Proposition
- Define what members expect from your community: play, practice, or product.
- Focus on creating value for members, not just lead generation.
Go-to-Community vs. Go-to-Market
- A "go-to-community" strategy (GTC) complements go-to-market (GTM).
- GTC focuses on creating value for community members, while GTM captures value.