Community Building and Growth Hacks, Emily Lonetto of Webflow
It’s always fun to reconnect with past guests and early success stories from our Ripple Community, and today’s guest is both, Emily Lonetto was a Tank Talks guest back when it was a small in-person event at our co-working space, The Tank. Back then she was the first leadership hire at our portfolio-company Voiceflow, now she’s the Director of Community at Webflow as well as a Venture Partner with us at Ripple Ventures. Emily has amazing perspectives on growth and community, and I hope you enjoy our conversation.
About Emily Lonetto:
Emily Lonetto is the Director of Community at Webflow. She is an expert marketer and growth expert that started her career at Carnivore Club, a subscription food box, and moved onto to Tilt, which was acquired by AirBnB, and then to Voiceflow. She did her undergrad at Western University.
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In this episode we discuss:
03:11 Emily’s journey to becoming a growth hacker and community expert
05:40 Common challenges to growth for early-stage startups
06:50 Differences between standard marketing and growth
08:21 Her experience helping grow Voiceflow
11:27 The importance of community feedback
12:11 What growth means in a startup context
15:14 How startups should think about growth marketing
16:54 Growth Marketing tactics
19:24 Emily’s Growth Marketing tech stack
22:41 Analytics and testing that you should use to track growth
24:20 Using negative feedback to help hone your offering
25:26 How Emily has evolved as a community builder across her career
28:24 Factors that can hamper a community
31:35 How the Webflow community guided her even before working there
33:11 Positives of having a strong community
35:32 Misconceptions around community for early stage founders
38:41 How growth in community is defined at Webflow
41:05 Emily’s strong contribution to the Ripple ecosystem
🎙- Favorite Podcast: Reply All
📰- Favorite Newsletter/Blog: Lenny Rachitsky
📲- Favorite Tech Gadget: iPhone 14
📈- Favorite New Trend: The comeback of emo and alternative music
📚- Favorite Book: Moonwalking with Einstein
🤔 - Favorite Life Lesson: Change is made up of dozens of small iterations