Community + Content + Event Lead Growth with Anthony Kennada, Founder and CEO Audience Plus
Highlights from the Metrics that Measure Up Podcast with Anthony Kennada
Welcome to the Metrics that Measure Up Newsletter! We recently had the pleasure of hosting Anthony Kennada, Founder and CEO Audience Plus on the Metrics that Measure Up podcast. Anthony is a seasoned expert in the B2B marketing world, having previously holding the positions of Head of Marketing at Hopin and Chief Marketing Officer at Gainsight. He shared insights on four intriguing topics:
The Evolution of Community and Content in B2B Marketing:
Anthony spoke about the transformation of content and community in the B2B space. Traditionally, content was centered around SEO, but now, more creative formats like podcasts and videos are gaining popularity. On the community front, he emphasizes the importance of building a capital “C” Community, connecting with like-minded people who believe in your brand's mission.
Challenges and Opportunities of Building a Community in B2B SaaS:
Building a community in the B2B SaaS world has its unique challenges. Anthony shares that standing out in a noisy market is critical. Companies should focus on creating authentic relationships with their audience and delivering value to build trust and engagement. He also highlighted the need to adapt to changing social media algorithms and explore new distribution channels.
The Power of Own Media for B2B Marketers:
Anthony introduces the concept of "owned media," emphasizing the need for companies to own their data and create direct relationships with the members of their audience - which becomes their community.. Leveraging platforms like Riverside.fm and StreamYard for content creation can help companies break through the noise and build authentic relationships.
Measurements of Success for Community and Media-led Growth:
Attributing success to community and media-led growth can be challenging. Anthony stresses the importance of owning first-party data and tracking audience engagement. By understanding the impact of content and community on downstream conversions, marketers can build stronger correlations between marketing efforts and business outcomes.
Recommendations from Anthony:
For those looking to learn more, Anthony recommends following Paddle Studios and Lavender, companies at the forefront of building innovative community and content strategies. He also encouraged early career professionals to focus on building meaningful relationships, as they are the foundation of success in business.
Learn More:
If you want to listen to this podcast episode with Anthony Kennada, click here. Stay tuned for more updates and interviews with experts in the B2B SaaS industry! Don't miss out—subscribe to this publication by clicking the button below.
For the love of SaaS metrics!
Ray Rike