Kracov: VIP-only communities fail because early-career members drive conversation
Alex Kracov · The Zero to One B2B marketing playbook | Alex Kracov (Lattice, Dock) · Aug 10, 2023 · at 26:17
Alex Kracov, former VP of Marketing at Lattice and co-founder of Dock, describes the dynamic that made Lattice's 'Resources for Humans' Slack community successful after an initial failure.
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“We first started the Slack community trying to go after VPs of HR and we were like, let's make it a VIP community. And it fell flat, like no conversation, nothing happened. But once we sort of broadened it up to sort of more all HR people, what we found is people, HR folks more early stage in their career are the ones asking the questions and needing the help. And then the more senior people would jump in with the advice.”
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