Adoption is increasingly bottom-up, not top-down. End-users are choosing their own tools with recommendations from friends and peers. Existing marketing playbooks must be updated for this new reality.
It grows awareness, educates, and engages users. It kickstarts a flywheel of customer advocacy.
Instead of building large teams to “generate demand,” community-driven companies build vibrant communities that provide value to anyone interested in what they’re creating. The output of these communities, the content, and resources they share, replaces the need for pre-sales to qualify and educate users.