Community-Led Growth: How To Turn Customers Into Your Growth Engine

We break down the playbook for community-led growth — how to move beyond engagement theater and build a system where customers become your distribution.

Featuring Laís de Oliveira (author of Hacking Communities), this episode gives you practical frameworks like the Five Ps, the “lighthouse → port → city” journey, and closeness circles that turn casual users into passionate advocates and ambassadors.

We show you how to:

+ Make community a core growth engine (not a side-channel)

+ Design onboarding and programming that build habit

+ Use contribution, access, and recognition to scale advocacy

If you’re a B2B marketer on a small team, this episode shows how to create a community-led growth system that compounds your distribution and builds lasting trust with buyers.

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00:00 Community-Led Growth: Your Unfair Distribution Advantage

01:00 Why Brands Are Now Conversations (You Can’t Control Them)

02:45 TL;DR Framework: From Clarity → Contribution → Advocacy

04:15 The Five Ps Of Community-Led Growth

06:00 Identity → Connectedness → Growth Formula

08:00 Make Community Core To Value Creation

10:00 Community-Led Growth x Business Model Canvas

12:15 Jobs-To-Be-Done For Community-Led Growth

14:30 B2B Examples: From CRM To Better Sellers

16:20 Lighthouse → Port → City: How Communities Grow

19:00 The First 21 Days: Onboarding That Sticks

21:15 Programming That Brings People Back

23:00 Turning Users Into Contributors

25:10 Advocates vs Ambassadors In Community-Led Growth

27:20 Closeness Circles: Reward With Access

30:00 The Taylor Swift Playbook (For B2B Communities)

32:10 Journey & Lifecycle: 1500:150:15 Ratios

35:00 Pitfalls To Avoid In Community-Led Growth

37:10 Make It A System: Track, Reward, Iterate

39:30 Q&A: Communities Beyond Customers

43:00 Q&A: Where To Start – Existing vs New Customers

46:00 Q&A: Virality & Chapters In Community-Led Growth

50:00 Q&A: When Is It Too Early To Start?

53:00 Wrap: Community As A Value Engine

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S07 E197 - The B2B Playbook

#b2b #b2bmarketing #digitalmarketing #demandgeneration #communityledgrowth