ChallEnge
Rask.ai was already investing in paid and SEO, but needed additional growth channels to support pipeline generation and reduce dependence on performance marketing. The team had strong implementation capacity, but needed strategic support to define what community-enabled growth would be the best to start.
Solution
We ran two in-depth workshop sessions with the team to explore how a community-led growth strategy could work for Rask.ai. Together, we tested several possible directions:
- conducted 2 in depth sessions of workshops with the team to understand what can community strategy look like for Rask.ai
- offered a few concepts: community group, events on Linkedin and streams, podcast.
- together with the Rask team, decision was to start from events, as easiest.
- final session to outline the plan for first event theme, schedule, etc.
We advised on tools, specific platform requirements, best days.
Rask team organized all the set-up themselves.
Result
Online events became a successful new acquisition channel and now ranked as top 3 sources of B2B MQLs, alongside SEO and paid.
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