Community, Not Campaigns: How Enterprise Marketing Really Wins

14 snips

Jan 20, 2026

Greer Lynch, VP of Marketing at Reprise and storytelling-led growth pro with ~20 years in tech, discusses building community as a primary growth lever. She covers storytelling as the backbone of marketing. She explains rebranding for enterprise credibility. She describes using AI to speed work and evolving SEO for an AI-first world.

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INSIGHT

Storytelling Powers Every Channel

Storytelling is the foundation that makes every channel more effective.
Clear positioning and narrative amplify demand gen, community, and content.

ADVICE

Pick One Unique Story And Amplify It

Focus on one or two things you uniquely deliver and build a story around them.
Cascade that story across channels to reach your audience consistently.

ADVICE

Invest In Community And Research

Invest in community events and original research to build trust and brand awareness.
Use well-designed infographics and quarterly reports as high-performing demand-gen assets.

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In this episode, Ian sits down with Greer Lynch, VP of Marketing at Reprise, the AI-powered demo automation platform helping enterprise teams deliver high-stakes software demos with confidence.

Greer shares how she approaches storytelling as the foundation of effective marketing, why community-building has become a core growth lever for Reprise, and how her team balances long-term brand investments with short-term demand generation. She also breaks down how Reprise thinks about rebranding for enterprise credibility, adapting SEO strategies for an AI-first world, and using AI internally to move faster without losing authenticity.

Key Takeaways

Storytelling is the foundation of scalable marketing. Clear positioning and narrative make every channel more effective — from demand gen to community.
Community is a long-term growth strategy. Bringing people together authentically builds trust, insight, and future demand, even beyond your immediate ICP.
Brand maturity matters in enterprise markets. Positioning and design must reflect who you serve today, not who you served yesterday.
AI is changing how marketing works — not eliminating fundamentals. The best teams use AI to accelerate insight, experimentation, and execution, not replace judgment.

Episode Timestamps:

*(03:01) The Trust Tree: Focus on what you can uniquely deliver to your audience

*(07:09) The Playbook: Storytelling and understanding your audience

*(32:53) Quick Hits

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