The Secret to B2B Growth
The Secret to B2B Growth? Build a Community, Not Just a Customer Base
Users today aren't as they used to be. They have hundreds of options at their fingertips and the information to make data-driven decisions. In the modern business landscape, it is harder than ever to stand out. Traditional marketing methods like ads and billboards are no longer enough to drive long-term success. The real game-changer? Building communities that foster authentic connections, amplify your brand, and create advocates who believe in what you do.
In other words, your next customers are the people who are aligned with your brand vision and ideals, so you need to nurture that to create your community.
Why Communities Outperform Traditional Marketing
Traditional marketing is everywhere, online and offline, and most people get tired just by encountering an ad. Traditional marketing like ads and email blasts are transactional, they focus on the sale, not the relationship. Communities, on the other hand, create a sense of belonging and loyalty that drives long-term growth.
Take Joshua Zerkle’s work at Asana, for example. By transforming a basic customer forum into a thriving community, he not only generated over $1 million in pipeline revenue but also empowered users to become experts, advocates, and even entrepreneurs. The key wasn’t changing the product, it was creating a space where customers could connect, learn, and grow together.
Communities amplify your marketing efforts by adding an authentic, human voice to your brand. When customers share their experiences and advocate for your product, it resonates far more than any ad ever could.
Strategies for Building a Thriving B2B Community
You don’t need to launch a full-scale community overnight. Begin with a manageable program, like a customer forum or a Slack channel, and focus on delivering value. As Melinda Lee advises, “Start small, but plan for the future. Build your community piece by piece, and let it grow organically.”
Listen and Adapt
The heart of any successful community is listening. Engage with your members, gather feedback, and use those insights to refine your program. Joshua’s GROWTH model emphasizes the importance of working the data and tweaking your approach to meet the needs of both your business and your community.
Create Value Beyond the Product
A great community isn’t just about your product, it’s about the experience you create. Offer resources, events, and opportunities for members to connect and learn from each other. For example, Asana’s community included ambassador programs, in-person events, and online forums, all designed to help users get the most out of the platform.
Foster Authentic Connections
At its core, community building is about humanity. As Melinda Lee puts it, “Business is about people, not logos. Community brings the human element back into the equation, creating authentic connections that drive growth and innovation.” Focus on creating a space where members feel heard, valued, and inspired to engage.
The future of B2B marketing is human-centered. Are you ready to embrace it?