The Rise of the Community Department

The internet stage is more crowded. Attention is more expensive. Making one's voice heard has gotten harder. The good days of cheap Facebook ads are behind us. Turning users into contributors and advocates is a hard-to-crack but high-rewards marketing strategy. Community is the new Moat.

A community manager’s role is to listen, learn, and connect the members, and sometimes, the appropriate experience is an introduction to a salesperson. When the time comes, and trust has been established, that prospect will then enter into the funnel much more qualified and at a later stage compared to another lead source.

Geneva was born out of this same momentum. The founders not only see a title wave of direct with consumer brands coming but also believe community should be the default GTM and customer discovery strategy for early-stage internet and DTC businesses.