Align Your Community with Your Sales Funnel with Suzi Nelson

Align Your Community with Your Sales Funnel with Suzi Nelson

Podcast to Blog

Episode 17

On the C2C Podcast, Episode 17, we welcomed Suzi Nelson, an expert and a veteran of the community industry. With a decade in the game, Suzi knows this industry, and shares with us how to align the community with sales.

The main topic of conversation in episode 17 is something that community professionals don't love to talk about: community as a sales funnel. However, this topic can dramatically increase the resources a community program gets, and help everyone at a company realize the value of the community.

When building a community from scratch, the first step to making people realize the value, is to find what part of the funnel needs the most help. The basic components of any sales funnel are awareness, consideration, closed/sale, and retention/renewal, so these are the components to focus on. Which part of the funnel needs work, which aspect needs help? Once this has been identified, the next step is to figure out the related metric – at this point, it's a good idea to start a conversation with the sales and marketing departments. For example, the company might struggle with retention, and wants to keep customers longer. A metric to measure would be the renewal rate and lifetime customer value. Tying back to metrics directly is often tricky, but connecting with the company's CRM will give obvious and clear metrics to track. No CRM? No problem. Ensure to track these metrics before the community starts so there is clear before and after data.

In this episode, Suzi also talks about how to turn community members into advocates. It is natural that the majority of members in a community are passive, so the key to engagement is to help guide members on a journey to get them active. Suzi references the “Commitment Curve” famously created by Douglas Atkins which, put simply, suggests creating a series of tasks that get members more engaged, which will lead to them being ready to help.

Listen to the entire interview on the C2C Podcast!

What to read next:

On the C2C Podcast, Episode 14, we welcome Mustafa Khan, the Head of Community and Events at Plato, to talk about how Plato's in person community builds a better customer experience. From Daybreaker to Tech Leaders - How Mustafa Khan Uses Research to Build Community.

About Author

Beth McIntyre

Community & Events Marketing Manager at Bevy! Passionate about building our community and connecting with members. When I'm not writing for the Bevy Blog, I'm writing about my global travels!

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