Case Study: Census scales its community and shows go-to-market ROI with Common Room
Key results
The challenge
Census grew its Operational Analytics Club community from zero to more than 7,500 data practitioners in two years, spanning Slack, social, and other channels. Demonstrating how that community engagement translated into pipeline and revenue was difficult without unified data connecting community activity to go-to-market outcomes.
The solution
Census used Common Room to bring community, social, and product signals together, applying lead and account scoring, segments, and CRM integrations with HubSpot and Salesforce. The team enriched lead scoring with signals across channels and routed alerts and notes so go-to-market teams could act on community-qualified leads.
“Common Room brings data to the question of go-to-market impact. We're able to show how our programs have engaged over half of our closed pipeline while also speeding up deal time to close by 40%.”
ABAllie BeazellMarketing Chief of Staff, Census
The results, in context
Using Common Room, Census found that more than 50% of closed deals and over 28% of pipeline were community-engaged, and that deals involving an Operational Analytics Club member closed 40% faster than deals without a community member. The community itself grew from zero to more than 7,500 members in two years.