We're planning to launch a product for Customer Success/ Support Managers. We're planning to run webinar and adverts for that with CX communities - like CS insider and so on. Can you share your thoughts, if you've targeted communities previously as a part of your GTM plan?

Absolutely. I'm a big proponent of engaging with buyer and user communities as part of a GTM strategy. We often talk about getting the right message to the right customer at the right time—communities are a direct way to do that. They serve as "watering holes" where your audience naturally gathers, making it easier to reach them when they’re actively thinking about their work and exchanging ideas with peers.

During my time at Visa, community-based GTM was a key part of our strategy. One of our target audiences was crypto and fintech companies, so I established a multi-year partnership with a well-established influencer in the space to co-host and sponsor a podcast, coincidentally named Blockchain Insider. This was a powerful channel to shape Visa’s perception in the community and drive adoption of our solutions.

If you're targeting CX professionals, engaging with communities is likely a smart move—just ensure your content is valuable, relevant, and aligns with the conversations already happening in those spaces.