Welcome to Informed, a newsletter from the Typeform team. Here, we share our opinions and expertise on topics like marketing, data collection, business tech, and whatever else is top of mind.
Was this forwarded to you? Get your own by subscribing here.
Most SaaS companies know how to serve prospects at the two ends of the sales spectrum.
High-value enterprise users get white-glove service with a dedicated CSM, who walks them through which features are most relevant to them.
Free tier users who are never going to pay for your product still have a host of self-serve resources to learn how to use it. Case studies, FAQ pages, product guides.
But what about everyone in between?
Your Jan Bradys. Your Lisa Simpsons. Your Malcolms in the middle.
Your users who could become valuable customers, but who don’t qualify for that white-glove attention yet.
For the Typeform Community team, the answer is clear: community marketing.
For a strong community strategy, show (up), don’t tell
Community is a great way to deepen relationships with your users who need more than self-service and less than individualized CSM attention.
It offers education and a personal touch writ large.
“Community marketing lets you help those users in the middle be successful in a similar way to what you do at the enterprise level, but at scale,” Typeform Community Manager James Thornton explains.
With this philosophy in mind, James and the team have grown Typeform’s community from an online forum of a couple thousand members to an engaged cohort of 40,000 users who truly show up for each other.
How did they do it? Let’s count the ways:
Strategic survey design that gets deeper user insights
Translating community asks into strategic tasks
Building a cross-functional community engine that spans marketing, product, and CS
A commitment to “give before you take”
Listening, listening, listening to users—not just telling them what you want them to know
The team shares their strategy—including the step-by-step guide for overhauling our annual user survey to get 4X the responses—in our latest playbook.
To connect with Gen Z, Rare Beauty’s CMO put community first. “I can argue not every brand has to have a brand purpose, but I do think every brand should have a community.” (Marketing Dive)
Marketing budgets are flat this year, per Gartner’s annual CMO Spend Survey. (Marketing Brew)
For brands and creators, content is no longer enough. You’ve got to own your community. (Forbes)
TYPEFORM TOOLKIT
Typeforum 2025 is coming! It's Typeform’s biggest product event of the year.
Tune in on October 23 to learn more about: 👀 All that’s new and noteworthy (including Contacts & Automations) 🙌 The present and future of Typeform AI 📹 Video and audio best practices 🏆 The winners of this year’s Typeform Awards
WHAT'S INSIDE 
WORTH A CLICK 
TYPEFORM TOOLKIT 
QUESTION OF THE WEEK 
