Community-driven outcomes — Ike Nwabah // Higher Logic

Ike Nwabah, Senior Director of Marketing at Higher Logic, talks about everything you need to know about community-based marketing. In a lot of ways, B2B has been adopting the methods of B2C when it comes to customer relations and management. As evidenced by the uptick in community building in the B2B space, there’s an understanding that branded communities can be leveraged for a variety of functions and outcomes by B2B organizations. Today, Ike discusses community-driven outcomes.
About the speaker

Ike Nwabah

Higher Logic

 - Higher Logic

Ike is the Senior Director of Marketing at Higher Logic

Show Notes

  • 02:03
    The roadmap for community building and the C.A.R.G.O framework
    The C.A.R.G.O framework helps you to develop the specifics of your community. It looks at who your community members are, how they become and stay community members, the communitys goals, and the desired outcomes for the community.
  • 04:09
    Establishing and achieving community goals
    Determine what internal stakeholders and your community users care about. Ensure that theres alignment between the different stakeholders and determine the metrics to measure yourself against as a community leader.
  • 05:24
    S.P.A.N and the different types of communities that exist
    S is for support community where community members offer help to each other while P is for sharing feedback and product value. A is for the ambassador community, a small set of influential and active users, and N is for network communities that are linkage-based.
  • 06:47
    Metrics to consider for support communities
    Measure the average time it takes for questions within the community to receive responses. Look at community advocates who are actually answering questions and the number of tickets that are handled within the community.
  • 08:12
    Driving the goals of the product community
    The product community is a great way to directly find out from customers what they want from the product or service. Those insights can be used to innovate and carry out the necessary improvements to become a market leader.
  • 09:35
    The importance of nurturing and growing your ambassador pool
    Todays consumer has already done their own research and spoken with their peers to get solutions before approaching a company to make a purchase decision. If you dont have advocates, and your competitors do, youre missing out on opportunities.
  • 11:49
    Why networking communities exist
    Network communities provide mutual support where members share tools and resources theyre using to be more effective in their day-to-day jobs. B2B SaaS companies build these communities to offer value without directly selling products.
  • 13:45
    Leveraging community to benefit your business
    Using a community as a sales tool can come across as disingenuous to community members. Ultimately, ensure that youre hitting your internal metrics and providing value to your community members to increase community engagement.
  • 14:42
    The benefits of building a community
    In addition to advocacy, companies also benefit from higher search demand, and go-to-market and content refinement. With community engagement, youre able to produce highly targeted content and refine the data you collect on your customer base.
  • 16:00
    Using community data to drive the right outcomes
    Data is critical to making business decisions that move the needle. Having your own branded community provides access to data that enables you to ensure that you're meeting the expectations of your community members appropriately.

Quotes

  • "28% of communities today roll up into the marketing function." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "As a company, you want your customers to engage with you, but you want to make sure that your support teams are being used in a high-value fashion." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "Sometimes folks are in an echo chamber creating their own ideas versus going out to gather that directly from customers. The product community is a good way to gather that information." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "By the time a buyer approaches a company to make a purchase decision, they've already done their own research and engaged with their peers to get a solution. So, advocacy is very critical." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "Advocacy is critical for marketers today to be effective. If youre not tapping into your advocate pool, you're missing the mark." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "If you don't have advocates, you're missing the mark because your competitors are doing that." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "It's very important for B2B business decision makers or individuals to be a part of a network to be more effective in their day-to-day jobs." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "One of the things that you have to be very careful with in community is that you don't want to use it as a sales tool." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "Ultimately, when community users see value, there's an increase in engagement as well." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "Who are my customers? What do they care about? Is my messaging resonating? You're able to get that all through community." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "Ultimately, it's about being able to refine the information you have on your customer base. By leveraging community, you can tie that back and make it a richer data set." -Ike Nwabah, Sr Marketing Director, Higher Logic

  • "Being able to have data at your fingertips to make critical business decisions is important. That's one of the major differences between having social media and owning a branded community." -Ike Nwabah, Sr Marketing Director, Higher Logic

About the speaker

Ike Nwabah

Higher Logic

 - Higher Logic

Ike is the Senior Director of Marketing at Higher Logic

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