Community is often treated as a marketing initiative.
In reality, it’s much bigger than that.
In this episode of Frenemies, I sit down with MC Silver, Head of Community & Events at Zensai and co-lead of Women of SaaS, to unpack why community is becoming a key driver across the entire B2B go-to-market motion.
We talk about what companies are getting wrong, why community is often misunderstood, and how it connects marketing, sales, and customer success in a way most teams aren’t set up for.
From internal alignment to external impact, this conversation challenges the idea that growth is just about acquisition - and explores what it really takes to build trust, retention, and long-term value.
In this episode, we cover:
Why community is more than a marketing channel
The shift from acquisition → retention and expansion
How the community acts as the “glue” across the full customer journey
Why internal community and alignment come first
The role of LinkedIn, thought leadership, and influencer marketing in B2B
Why smaller, curated experiences are becoming more valuable
How to think about community as a long-term growth strategy
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