How Community Is Changing: Org Structure, AI, and the Shift to Communities of Practice with Nicole Saunders of Coupa

In this episode of Higher Logic's “Power Of Connection” podcast, Paul Schneider talks with Nicole Saunders, Senior Director of Customer Experience Marketing at Coupa, about customer marketing and how community can play a larger role in it. Coupa makes margins multiply through its community-generated AI and industry leading total spend management platform for businesses large and small. 

Topics covered include:

• What does a full, end-to-end lifecycle marketing, customer-led strategy look like?
• The dynamic between the community team and customer marketing team.
• The metrics for success in customer marketing.
• How do you get customers connected so they want to start participating and becoming an advocate?
• What is AI’s role in community management and customer marketing?
• How community can expand and play a role in the broader business.
• What tools can empower community managers to spot and leverage broader opportunities to help the business.
• How community managers are participating in customer marketing now (and how they aren’t).
• Tips on talking to your executives so they understand the value community can provide.
• Where community is headed in the next five years or so.

Helpful Links:

• Prefer to read? Get the blog recaps: 
  • Your Community Is Bursting with Intent Signals—Here’s How AI Connects the Dots
  • The Case for Merging Community and Customer Marketing
  • How AI Is Pushing Online Communities to Evolve Into Industry Knowledge Hubs
• Coupa
• Higher Logic