The B2B Playbook #173: How to Build a Thriving Community - Generate B2B Founder Axel Sukianto
Building a thriving community and life as an in-house marketer.
Being an in-house B2B marketer comes with unique challenges—tight budgets, small teams, and the constant struggle to prove impact. But what if there was a way to get support, learn faster, and grow together?
In this episode, we sit down with Axel Sukianto, former Marketing Director at UpGuard and co-founder of Generate, the go-to B2B marketing community in ANZ. We discuss what it’s really like working in-house, how Axel transitioned from law to marketing, and why he built a private Slack community that’s now thriving.
If you're tired of figuring it all out alone, this is the episode for you.
Tune in and learn:
+ The biggest challenges in-house B2B marketers face (and how to solve them)
+ Why community is becoming a MUST for B2B marketers
+ How Axel built Generate into a 300+ member strong B2B marketing hub
This episode is a must-watch for B2B marketers looking for real, practical insights on career growth, community, and the future of marketing.
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00:00 From Lawyer to Marketer: Axel’s Unexpected Career Pivot
04:00 What It’s Really Like Being an In-House B2B Marketer
07:30 The Challenges of Growing a SaaS Marketing Team
10:50 How to Work Effectively with Sales as a Marketer
14:20 The Realities of Building a Marketing Funnel from Scratch
17:40 Why Most B2B Marketing Strategies Fail
21:00 Live Events Are Back – But Should You Host One?
25:00 The Birth of the Generate Community
28:40 How to Build a B2B Community That Actually Works
32:30 The Power of Learning from Other Marketers
36:50 The Future of Generate and What’s Next for Axel
40:30 Final Thoughts: Why Community is the Future of B2B Marketing
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S07 E173 - The B2B Playbook
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