How developing a breakaway brand helped Gina Bianchini secure $67 million in funding for Mighty Networks

Key Points:Gina talks about how Mighty Networks adapted when their early customers were enterprise, rather than the SMBs or creators they were trying to attract (01.20)I give my thoughts on adapting to changing opportunities, and growth mindset (03:01)Gina talks about how they transitioned to their ideal customer base over time (05:00)Gina discusses how Mighty Networks specifically avoided competing with major social platforms by niching down and combining e-learning and community building tools (08:06)I give my thoughts on the value of having a voice and opinions as a brand (11:13)Gina talks about how they improve the product by rolling in requested features which fit their long-term brand strategy (12:45)Gina reveals how they have grown - and retained revenue - by building a flywheel of users joining a customer network, and then forming networks of their own (15:11)Gina reveals that their main inbound traffic comes from Google searches for website builders, not 'social media' or 'community' (16:34)We discuss how to avoid communities becoming ghost towns, keeping engagement high, and the value of a feeling of exclusivity, with additional thoughts from former Lattice VP of marketing, Alex Grech (17:57)I give my thoughts on forming breakaway brands which do things differently to create space in a crowded market (23:11)Gina discusses their B2B2C business model, and always doing the best for their customers, so they can give their customers in turn the best experience (24:27)I give my thoughts on being brand-first as a long-term competitive advantage (26:48)Gina talks about encouraging competition in the space to help build awareness among potential customers (28:54)Wrap up (32:25)Mentioned:NingDriftGongRefine LabsHubspotBasecampLatticeIkeaMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL