The B2B Playbook #197: Community-Led Growth: How To Turn Customers Into Your Growth Engine (Laís de Oliveira)
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