Growing with or without a community
Community-led growth has become an increasingly common topic in B2B marketing. Many brands assume that at some point they should “build a community”, because it promises connection, trust and loyalty in ways a campaign cannot. And when it works, it does deliver. But it is not a universal solution.
In conversations with clients, community leaders and partners, one recurring message comes through: A community is not simply a new channel. It is a long-term commitment to shared value, not just a list of contacts, nor a Slack group launched then forgotten. It grows because people see purpose in being part of it - and only when the business is ready to invest real time and attention.
This article is part assessment, part guide. If you wonder whether you need a community, and what building one entails, this is intended as your one-stop overview.
When a community really helps growth
Communities work best when you already have a clear sense of purpose. If your mission resonates beyond your product, and your audience actually wants to learn, connect and share, you have a foundation to build from.
Camille Ricketts, who helped shape Notion’s early community, said, “We followed people as much as possible. Whenever we saw new behaviour emerge, we’d figure out how to invest in it.”
That’s the essence of it. Follow the behaviour, don’t try to manufacture it.
The data backs this up. Research from Common Room shows that 72 per cent of deals influenced by community close within 90 days, compared with 42 per cent for marketing- or sales-led ones. And B2B Marketing’s 2025 report found that communities are now one of the biggest contributors to customer retention and brand advocacy.
The brands that do this well have a few things in common. They know their audience deeply, they create spaces where learning and discussion happen naturally, and they stay consistent even when it’s slow.
When it’s not the right time
A lot of communities launch too early. They start with enthusiasm, then stall within months because no-one has time to nurture them.
That doesn’t mean the idea is wrong. It just means it’s not yet the right focus.
If you don’t have a clear purpose, an audience asking for connection, or the people to manage it, it’s usually better to strengthen other growth levers first.
Public relations and analyst engagement still build credibility. Content partnerships expand reach. Podcasts and events can create connection without the ongoing commitment of a community.
Many of the best B2B brands start there - building the story, the trust, the pull - before layering community in later.
What it takes to make one work
When you do decide to build a community, it’s not about scale. It’s about substance. The best examples start small, stay useful, and grow because they create genuine value for the people in them.
Notion is one of the best known examples of this. Its community began with a handful of early users sharing templates on Reddit. The company didn’t own it at first - it listened to it. When it saw the energy there, it invested in support, meetups and ambassador programmes that empowered the community to teach others. Today, there are over a million Notion users connected through local and online spaces, all driving product adoption and advocacy without feeling like a campaign.
Figma took a similar path. Designers were already sharing tips and files online. Figma simply made it easier for them to connect. It supported user groups, invested in its “Config” conference and created open forums where designers could shape the product roadmap. That openness turned Figma into a category leader. Its community didn’t just promote the product - it became the proof of concept for collaboration itself.
HubSpot is another clear benchmark. Long before it coined “inbound marketing,” it was building a network of professionals who wanted to learn. Its HubSpot Academy and user groups still underpin its growth today. The company reports that customers who engage with its community and learning programmes stay longer and spend more.
Then there’s dbt Labs, the analytics brand that turned community into its primary growth engine. Its network of data professionals now numbers more than 25,000 people. The CEO has said that more than 80 per cent of new customers come through that community - not outbound marketing.
What ties these brands together isn’t luck or hype. It’s a clear sense of purpose and a willingness to invest early in people. They didn’t build communities as side projects. They treated them as extensions of their brand.
That’s the real lesson. A great community isn’t an audience you manage. It’s a movement you enable.
If you’re thinking about building one, start by asking three questions:
Do we have something people already care about enough to gather around?
Are we ready to listen and learn from them before trying to lead?
Can we stay consistent long enough for trust to take root?
If the answer to all three is yes, you’re ready.
And if you do it well, your community becomes more than a growth channel. It becomes the proof that what you’re building matters.
Our thoughts
Building community takes time. The State of Community Management Report 2024 found most mature communities take more than a year to show measurable impact.
That’s the long game. But when it works, it builds the kind of trust that no campaign can.
If you’re not ready yet, that’s fine. Build connection in other ways. Shape your brand. Earn attention. When your audience starts to connect without you prompting them, that’s your signal that the time is right.
Because real community isn’t built - it’s earned..
Author - Stephanie Johnson, Growth Marketing Consultant