Customer and community engagement is at the heart of thriving businesses. It drives conversation. It drives awareness. It drives loyalty. It drives revenue. And it drives growth.

This is precisely why Customer Marketing Alliance (CMA) and Community-Led Alliance (CLA) have joined forces to create the definitive guide to customer and community engagement.

In this playbook, we're going to be giving you repeatable and scalable insights you can rollout out en masse to create an engagement engine that will transform your strategy and delivers fewer tumbleweed moments, and more results.

Why this playbook?

During this challenging year of economic uncertainty, the importance of community has taken center stage. Community is our bread and butter, our secret sauce, the magic ingredient that transforms customers into advocates.

The Alliance, a business grown from a community, has successfully built an engaged, meaningful community that converts members into paying customers. But we don't just want to showcase this - we want to share our secrets of success with you.

This playbook is not just about us, but about the communities and businesses that are looking for ways to strengthen their engagement strategies. For Community Managers and Customer Marketing Managers alike, this playbook will illuminate the overlaps and distinctions between these two roles and demonstrate why they are essential for business growth and resilience.

What's inside?

The playbook dives deep into the core aspects of customer and community engagement, providing a detailed analysis of the most important steps for devising a powerful strategy. It covers:

  1. Introduction: An overview of the playbook and its purpose.
  2. Definitions: Clarifying the jargon and terminology around customer and community engagement.
  3. Differences between community and customer engagement: An in-depth comparison to better understand these two crucial areas.
  4. Customer engagement: A comprehensive guide to customer engagement strategies.
  5. Community engagement: An exploration of successful community engagement tactics.
  6. How community teams and customer teams can work together: Strategies to synergize these teams and boost overall engagement.
  7. Success Metrics: Key indicators to track the success of your engagement strategies.
  8. Case studies: Real-life examples from The Alliance for a pragmatic understanding.
  9. How-tos/Tips: Practical advice and strategies that can be implemented immediately.
  10. Conclusion: A wrap-up and a look ahead into your community-led growth journey.

Value statement

Our mission with this playbook is to provide an ultimate guide to engagement success. We aim to push boundaries, offer actionable advice, and promote transparency in creating, maintaining, and growing a community and turning community members into paying customers. This playbook is a testament to our commitment to sharing our knowledge and helping others succeed in their community-building efforts.

Who is this playbook for?

This playbook is designed for anyone who wishes to optimize their engagement strategy, from newbies looking for guidance to seasoned veterans seeking fresh insights. While we approach the topic from a customer marketing and community managing perspective, the playbook is packed with useful information and resources for a broad range of roles.

Whether you're a Chief Community Officer, a Community Specialist, or a Community Coordinator, you'll find strategies to elevate your community engagement. If you're a Customer Marketing Manager, Advocacy Consultant, or Head of Marketing, you'll discover ways to strengthen customer relationships and advocacy.

The first step to your engagement success

This playbook is the first of its kind for the Customer Marketing Alliance (CMA), and the first collaborative project between CMA and Community-Led Alliance.

The playbook is more than a guide; it's a tool to help businesses navigate the ever-evolving landscape of customer and community engagement.

It's a testament to the power of collaboration, innovation, and the desire to constantly improve and grow.

By harnessing the expertise and insights from both Customer Marketing Alliance and Community-Led Alliance, we aim to empower businesses, community leaders, and customer marketers with the knowledge and tools they need to excel in their engagement strategies. This playbook is not just a resource; it's a catalyst for change and a roadmap to success.

So, whether you're just starting out on your community-building journey or you're looking to fine-tune your approach, this playbook is the perfect resource to guide your way. With its mix of insights, case studies, and practical advice, you'll be well-equipped to create, maintain, and grow an engaged, thriving community.

What’s in it for you?

This Customer and Community Engagement Playbook serves as a bridge between community managers and customer marketing teams, enabling them to work together towards a common goal: fostering meaningful engagement that drives business growth, increases customer retention, and strengthens customer advocacy.

Don't miss the opportunity to elevate your engagement strategy and unlock the full potential of your community.

Download the playbook today and embark on the journey to become a master of customer and community engagement.

Take part in the conversation with community professionals across the globe and join our free Slack community now.