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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
Join Women of SaaS
Follow MC Silfer on LinkedIn
Visit Zensai's Website
