Frenemies - Where Sales and Marketing Talk
Welcome to Frenemies - the podcast where Sales and Marketing talk. Julia Hartwig believes that the B2B system is broken and that Sales and Marketing don't have to be Frenemies. That's why she sits down once a week to uncover how Sales and Marketing can be more aligned, how to create impactful campaigns, and industry news.
Frenemies - Where Sales and Marketing Talk
#33 B2B Communities for Growth with MC Silfer
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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
