In this episode of Higher Logic Vanilla’s “The Power Of Connection” podcast, Paul Schneider talks with Nicole Saunders, Senior Director of Customer Experience Marketing at Coupa Software, about customer marketing and how community can play a large role in it. Coupa makes margins multiply through its community-generated AI and industry leading total spend management platform for businesses large and small.

Topics covered include:

• What does a full, end-to-end lifecycle marketing, customer-led strategy look like?
• The dynamic between the community team and customer marketing team.
• The metrics for success in customer marketing.
• How do you get customers connected so they want to start participating and becoming an advocate?
• What is AI’s role in community management and customer marketing?
• How community can expand and play a role in the broader business.
• What tools can empower community managers to spot and leverage broader opportunities to help the business.
• How community managers are participating in customer marketing now (and how they aren’t).
• Tips on talking to your executives so they understand the value community can provide.
• Where community is headed in the next five years or so.

Helpful Links:

Coupa Software

Nicole Saunders on LinkedIn

Higher Logic Vanilla

In this episode of Higher Logic Vanilla’s The Power of Connection podcast, host Paul Schneider chats with Aily Roper, Senior Manager of Customer Education at Bluebeam. Bluebeam provides digital tools for the AEC (Architecture, Engineering, Construction) industry with over three million users and growing. Topics covered include:

• Scaling customer education.
• Initial issues typically encountered in product education.
• Helping customers learn the full capabilities of a product.
• Facilitating users teaching each other through community.
• Delivering educational content to wide, diverse audiences with varying ranges of expertise and tech savviness.
• Being knowledgeable about how, when, and where your audiences work.
• Getting new users set up right in the product.
• The right role for CSMs to play in community.
• The importance of social learning.
• Selling community up the executive ladder.

Helpful Links:

Bluebeam

Higher Logic Vanilla

In this episode of Higher Logic Vanilla’s The Power of Connection podcast, host Paul Schneider chats with Chris Detzel, Sr. Community Manager at ZoomInfo. ZoomInfo is the go-to-market intelligence platform that empowers businesses to grow faster with AI-ready insights, trusted data, and advanced automation.

Topics covered include:

• Finding the right community manager role.
• What are the early conversations a community manager at a new company should have?
• Managing the various stakeholders in an organization.
• Ways to show the ROI of community to the C-Suite.
• How AI is going to affect community management.
• Ways community managers can prepare themselves for the world of AI.
• Where does and should community sit within the organization?
• What does community and community look like in the next three years?

Helpful Links:

ZoomInfo

Higher Logic Vanilla