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Podcast: Scratch: CMO Interviews
Episode: How To Build Community Around Your Brand with James Kyd of Xero
Description: This week, James Kyd of Xero talks about how the online accounting platform with over 3 million customers has successfully built a community around the brand. By fostering a deep commitment to understanding the “real human costs” of running a business, Xero has nurtured a community composed mostly of accountants and small business owners. This dedication to understanding and addressing consumers’ needs is highlighted in Xero’s brilliant Behind Small Business Campaign, which tells the real stories and motivations of the people behind Britain’s small businesses. James and Eric talk about how Xero’s marketing function remains innovative. H...