Episode Summary: B2B Marketing with Dave Gerhardt – Episode #208: Drive | How To Build A B2B Community with Dan Schmyla

Introduction to the Episode

In Episode #208 of B2B Marketing with Dave Gerhardt, host Dave Gerhardt delves into the intricate world of building B2B communities with guest Dan Schmyla, a recognized expert in B2B community marketing. Recorded live at the inaugural Drive event in Burlington, Vermont, this episode offers invaluable insights for marketing professionals aiming to foster robust B2B communities that drive brand growth and customer engagement.

Speaker Introduction

Dave Gerhardt (Timestamp [00:01]): As the founder of Exit Five and a former CMO, Dave sets the stage by discussing his extensive experience interviewing marketing leaders. He introduces Dan Schmyla, highlighting Dan’s impressive track record with companies like Apollo, Chili Piper, and Modern Sales Pros, where he successfully scaled communities and significantly boosted organic engagement and revenue.

Understanding Community Marketing

Dan Schmyla (Timestamp [05:34]): Dan begins by defining community marketing and its transformative impact on brands. He states, “Community marketing transforms brands by shifting marketing from ‘to’ to ‘through,’ placing customers as the primary distribution channels for brand narratives” ([12:09]). This approach leverages genuine customer relationships to amplify brand messages organically.

Building an Influence Map

Dan emphasizes the importance of creating an Influence Map to identify where your target audience congregates. He advises, “Survey your customers to understand where they seek information, which blogs they read, which podcasts they follow, and which social media platforms they use” ([13:00]). This strategy ensures that marketing efforts are directed towards the most effective and influential spaces, optimizing content distribution and engagement.

Customer Advocacy and Engagement

A core theme of the discussion is the cultivation of Customer Advocacy. Dan shares, “The number one step is to build an influence map, and then invest in a social media and customer marketing team” ([12:09]). He illustrates this by recounting his success at Modern Sales Pros, where he grew the community from 1,000 to 14,000 members, generating $2.5 million in revenue through sponsorships ([09:00]).

Dan also highlights effective engagement strategies:

• Responding to Customer Love: “When someone shows organic love on social, is your company replying 100% of the time?” ([19:19]). Acknowledging and interacting with customer endorsements builds deeper relationships and fosters loyalty.
• Advocacy Journey: Transforming casual advocates into superfans through continuous engagement and recognition.

Content Strategy and Distribution

Dan outlines a multifaceted Content Strategy that involves:

1. Content Pillars: Developing human-centric content that resonates with different personas within the target audience ([12:09]).
2. Varying Content Mediums: Diversifying content formats—videos, polls, long-form articles—to maintain engagement and cater to varied preferences ([12:09]).
3. Maximizing Distribution Channels: Leveraging multiple channels, including customer advocacy boards, employee evangelism, and partner networks, to amplify content reach. Dan explains, “Each piece of content can be distributed 100 times, reaching 100,000 people organically” ([23:22]).

Leveraging Customer Advisory Boards

Customer Advisory Boards (CABs) play a pivotal role in Dan’s strategy. He shares, “Find ways to celebrate people authentically, and they'll celebrate you back” ([33:31]). By involving top customers in CABs, companies can gather valuable feedback, create authentic content, and foster a sense of community ownership. An example from Chili Piper illustrates how CAB members created and shared personalized content, resulting in significant organic impressions ([33:31]).

Avoiding Common Pitfalls

Dan cautions against common mistakes in community marketing:

• Overreliance on Sponsorships: “Communities that lean too much on sponsorship often fail” ([41:09]). Sponsors should align with community values to maintain authenticity and relevance.
• Neglecting Engagement: Ignoring customer interactions can lead to community stagnation. Dan emphasizes the necessity of timely and genuine responses to foster active participation ([19:19]).

Final Insights and Conclusions

In concluding the session, Dan underscores the enduring value of Authentic Community Marketing in an era dominated by AI and high-velocity, inauthentic content. He asserts, “Community marketing is the answer to AI because it generates a profusion of high-velocity authentic content” ([34:00]). This authentic engagement not only enhances brand credibility but also drives sustainable growth through genuine customer relationships.

Dave and Dan wrap up by reinforcing the significance of building and nurturing B2B communities that are both authentic and strategically aligned with business goals. They encourage marketers to invest in robust community strategies, leveraging customer advocacy and multiple distribution channels to maximize brand impact and drive measurable results.

Notable Quotes

• Dan Schmyla: “Community marketing enables a shift of marketing through instead of to” ([12:09]).
• Dave Gerhardt: “People want all these hacks and shortcuts, but they won’t take the time to respond to comments on social media” ([39:58]).
• Dan Schmyla: “If you acknowledge someone's advocacy, you're starting a journey” ([19:19]).
• Dan Schmyla: “When you have a piece of content, you can distribute it 100 times, reaching 100,000 people organically” ([23:22]).

Key Takeaways

1. Build Authentic Relationships: Focus on genuine customer interactions to foster loyalty and advocacy.
2. Strategic Content Distribution: Utilize an influence map to target the right channels and maximize content reach.
3. Leverage Multiple Channels: Engage through customer advocacy boards, employee evangelism, and partner networks to amplify brand messages.
4. Avoid Common Mistakes: Ensure sponsorships align with community values and maintain active engagement to prevent community decline.
5. Embrace Authenticity Over Shortcuts: Prioritize authentic content and interactions over superficial engagement tactics for sustainable growth.

This episode serves as a comprehensive guide for B2B marketers seeking to build and sustain vibrant communities that drive meaningful engagement and long-term brand success.