Today Rachel is joined by Christina Garrett, senior manager in the Hubspot community and advocacy team. Rachel and Christina chat about creating communities around our virtual events that make folks want to attend. This is what we all need to hear and learn if we want to do this right!
The Highlights
- If you run into Christina at an event in the near future, be prepared. She’s probably gonna give you a hug to make up for two years of virtual only gatherings!
- The virtual connections we’ve been forced to rely on for 2 years are true connections. They matter. Our online friends became REAL friends during the pandemic. The drive to gather in person - to finally meet these important people in our lives - is strong. The shared trauma of the last two years binds us. We’re in communities already that we’ve built under adverse conditions.
- The concept of community is baked into the Hubspot culture. Hubspot knows that it takes more than sales and marketing to create a vibrant and engage customer base. For Hubspot, “customer first” is now “community lead” in an environment where Christina and her team work to align the work of Hubspot with the needs and values that customers express in that community context.
- The Hubspot community encompasses “voice of the customer” teams, user groups and hubs, and strong relationships with partners. Using community tools, Hubspot learns how to help its partners learn and grow.
- As Hubspot has expanded, so has the Hubspot community that’s been in place and thriving for a while now. If the Hubspot community looks like a lush garden, it's because people have been planting seeds there for years.
- The Hubspot community culture succeeds because people genuinely care about building community for the sake of building community and rewarding relationships. Christina warns that invoking “community” simply as a lever to grow your business can quickly lead to the withering of your community the minute ROI isn't exactly what you’d hoped for.
- As long as “customer first” remains at the heart of what Hubspot does, community will remain at the heart of what Hubspot does.
- Inbound 2022 is open for registration: https://www.inbound.com/
Tune in for part 2 of Rachel’s chat with Christina next week!
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