Guild, the messaging platform for professionals, and their CMO Michelle Goodall are under the spotlight in the latest of Press Gazette’s Marketing Maestro interviews. This series is produced in association with Lead Monitor, New Statesman Media Group’s content marketing arm.

They are making new connections, collaborating, recruiting brilliantly, solving problems, battling inequalities, fighting climate change, learning something new, finding a mentor, closing a deal, saving money, etc.

I’d also say that you need to blend social with community. Social is great for upper funnel brand building and awareness, but owned community, where you can access data, control the user experience and not fight against algorithms works extremely well in the middle and bottom of the funnel.