In this blog post, we delve into a fireside chat with Kathleen Booth, SVP of Marketing and Growth at Pavilion, facilitated by Akash Agrawal. Kathleen shares insights on how she built a thriving community at Pavilion, a global community of go-to-market leaders. Let's explore the key takeaways from their discussion.
Introduction to Pavilion Community
Pavilion is a global community of more than 10,000 go-to-market leaders, encompassing CEOs, founders, and heads of marketing, sales, revenue operations, and customer success. Our primary mission is to assist members in unlocking their full professional potential through a combination of community support, educational resources, valuable insights, and engaging events.
As a seasoned marketing leader with a significant track record of success, I am thrilled to be a part of Pavilion's journey. My role as the SVP of Marketing and Growth at Pavilion allows me to witness firsthand the transformative impact our community has on its members. One of the key aspects that set Pavilion apart is our strong emphasis on kindness and helpfulness, encapsulated in the book "Kind Folks Finish First," authored by our founder, Sam Jacobs.
The inception of Pavilion dates back to 2016 when our founder, Sam Jacobs, a seasoned sales leader, identified the need for a supportive space for go-to-market leaders. What started as a series of dinners for Chief Revenue Officers in New York City evolved into a thriving community that transcends boundaries and empowers leaders worldwide. Pavilion's growth journey has been a testament to the dedication of its members and the unwavering focus on delivering value.
During our growth phase, we encountered various challenges, but at the core of our strategy was always member satisfaction. By prioritising the needs and challenges faced by our members, we were able to foster a strong sense of community and drive organic growth through member referrals and engagement.
Engaging high-level executives, such as C-Suite and Leadership members, has been a key focus for Pavilion. Despite their demanding schedules, we have implemented strategies to ensure their active participation and contribution to the community's success. By fostering relationships, building trust, and promoting a culture of collaboration, we have enabled our executive members to derive immense value from Pavilion.
As we look towards the future, events play a pivotal role in Pavilion's growth strategy. While virtual events have their merits, it is the in-person gatherings that truly foster deep connections and genuine relationships among our members. Events not only enhance member retention but also serve as a powerful tool for acquiring new members who witness the unique spirit and camaraderie of the Pavilion community firsthand.
At present, Pavilion operates with a dedicated team of approximately 30 individuals, each playing a crucial role in the community's success. From marketing and growth initiatives to operational support and educational programs, our team works cohesively to ensure that Pavilion remains a thriving hub for go-to-market leaders globally.
Inception Story of Pavilion Community
As I delve into the inception story of Pavilion Community, it's fascinating to note how a simple idea sparked by Sam Jacobs back in 2016 has blossomed into a thriving global network today. The journey from its humble beginnings to its current stature is a testament to the power of community and support.
Founded by Sam Jacobs, Pavilion Community emerged in 2016 as a brainchild aimed at uniting Chief Revenue Officers over insightful dinners. These gatherings served as a platform for sharing challenges, providing support, and fostering a sense of camaraderie among like-minded professionals.
What started as a small initiative soon gathered momentum through organic growth. The inherent need for connection and collaboration among go-to-market leaders saw Pavilion expanding its horizons. Today, it stands as a beacon for go-to-market leadership teams, offering a rich tapestry of experiences and knowledge-sharing opportunities.
Challenges Faced in Community Growth
Building and nurturing a thriving community is a rewarding but challenging endeavour. In the realm of community growth, several obstacles and hurdles must be overcome to ensure the sustained expansion and success of the community. Let's delve into the key challenges encountered in community growth and how they can be effectively addressed.
Emphasis on Delivering Value to Members
As I reflect on Pavilion's growth journey, one pivotal lesson stands out - the paramount importance of delivering tangible value to our members. The foundation of any flourishing community lies in the value it provides to its members. Just like in marketing, where a superior product speaks for itself, in community building, the true essence lies in how we make our existing members cherish Pavilion even more.
Understanding the unique challenges faced by our members and offering solutions that resonate with their needs is at the core of our growth strategy. By prioritizing member satisfaction and focusing on addressing their pain points, we have cultivated a community where loyalty and engagement thrive organically.
Focus on Member Satisfaction and Referrals for Organic Growth
At Pavilion, we believe in the power of happy members becoming advocates for our community. The majority of our growth stems from referrals made by our existing members. This word-of-mouth marketing approach not only fuels organic growth but also speaks volumes about the value and satisfaction our community delivers.
To streamline the referral process and incentivize member engagement, we have implemented a referral program through which members can easily refer new individuals to join Pavilion. By fostering a culture where members take pride in being part of our community and actively advocate for it, we have witnessed a significant boost in our membership base.
Utilization of Referral Programs and Certifications
In our quest to enhance community visibility and attract new members, we have leveraged referral programs and certifications as integral tools. By offering referral bonuses and discounts to both referrers and new members, we create a win-win scenario that encourages continuous growth.
Moreover, our certification programs, such as CMO School and CRO School, not only empower members with valuable knowledge and skills but also serve as a badge of honour that they proudly showcase within their networks. This visibility not only elevates the prestige of our community but also attracts like-minded professionals seeking growth and development.
By embracing these strategies and staying committed to delivering exceptional value, prioritizing member satisfaction, and leveraging referral programs and certifications, Pavilion continues to surmount the challenges in community growth and pave the way for a thriving and impactful community ecosystem.
Engaging Executive-Level Members
Engaging executive-level members in a community, especially those with demanding responsibilities and limited time, requires a strategic approach. As the SVP of Marketing and Growth at Pavilion, a global community of go-to-market executives, I have encountered and successfully navigated various challenges in fostering active participation, emphasizing the value of community involvement for personal and professional growth, and building trust through expertise and helpfulness.
Encouraging Active Participation Despite Time Constraints: When dealing with high-level executives who have immense responsibilities, it's crucial to demonstrate the tangible benefits of active participation. While many may feel time-constrained, showcasing how engaging in the community can lead to valuable insights, networking opportunities, and personal growth can incentivize their involvement.
Emphasizing the Value of Community Involvement: Executive-level members often prioritize networking and professional development. By highlighting how community engagement can provide unique learning experiences, exposure to industry trends, and connections with like-minded professionals, we can appeal to their desire for continuous growth and success.
Building Trust and Relationships Through Expertise: Establishing trust with executive members requires demonstrating expertise, reliability, and a genuine willingness to help. By offering valuable insights, personalized assistance, and a supportive environment, we can create a foundation of trust that nurtures lasting relationships within the community.
Overall, the key to engaging executive-level members lies in understanding their needs, aligning with their professional goals, and providing a platform that adds tangible value to their busy schedules. Through a combination of curated content, exclusive networking opportunities, and a supportive community culture, we can create a thriving environment where even the busiest executives find immense value and growth.
Events as a Growth Tool for Pavilion
Events play a crucial role in the growth and success of Pavilion, serving as a powerful tool to enhance member satisfaction, showcase community value, foster relationships, and attract new members for community expansion.
In-person events: Enhancing Member Satisfaction and Retention
At Pavilion, we understand the effectiveness of in-person events in creating a deeper connection with our members. Attending these events not only allows our members to network and learn but also translates online relationships into real-world connections. The magic truly lies in the personal interactions that happen at these events, leading to increased member satisfaction and stronger retention rates.
Platform to Showcase Community Value and Foster Relationships
Our events serve as a platform to demonstrate the essence of Pavilion - a community built on kindness, support, and professional growth. The love and sense of camaraderie that define our events showcase the true value of being a part of Pavilion. By fostering meaningful relationships and connections, our events create a welcoming environment where members feel appreciated, supported, and inspired.
Events as a Magnet for New Member Acquisition and Community Expansion
Not only do our events cater to existing members, but they also act as a magnet for new member acquisition. The unique experience and positive energy at Pavilion events attract like-minded professionals who are looking to be a part of a thriving community focused on personal and professional development. Through events, we have successfully expanded our community, bringing in fresh perspectives and diverse expertise to enrich the Pavilion experience.
Events are not just gatherings; they are transformative experiences that enhance the fabric of Pavilion, driving member satisfaction, fostering relationships, and fueling community growth.