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