Marketing Against The Grain Community-Led Growth vs. Product-Led Growth with Anu Atluru
Aug 18, 2022
Anu Atluru, a passionate startup builder and former Head of Community at Clubhouse, explores community-led versus product-led growth strategies. She discusses how the definition of community shifts between startups and established companies, and offers advice for leaders aiming to cultivate their own communities. Anu delves into the crucial integration of product and market fit for startup success while balancing growth strategies. The conversation also takes a light-hearted turn as they share their favorite guilty pleasure foods, highlighting the joy in both business and personal indulgence.
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Community Definition and Stages
- Community is defined by member interactions, relationships, and value exchange, not just shared context.
- It plays different roles in early-stage startups versus mature companies.
Community-Led vs. Product-Led Growth
- Community-led growth is operationally heavier and has fewer scale economies than product-led growth.
- It's valuable for trying new initiatives and identifying product features to productize community roles, like referrals.
Integrating PLG and Community-Led Growth
- Use product-led growth for customer acquisition and deal creation.
- Leverage community-led growth to improve close rates and influence key decision-makers, running parallel to PLG.