How to Build a Community People Trust with Matt Carnevale

Jan 12, 2026

Matt Carnevale, Head of Community at Exit Five, shares insights from his journey in community building. He discusses how defining 'community' accurately impacts engagement. The importance of trust is emphasized, along with the challenges faced by B2B communities. Matt advocates for treating communities as products rather than just marketing channels. He also highlights the significance of curation and maintaining quality interactions, arguing that genuine connections keep members engaged beyond content.

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INSIGHT

Community Is Broad, Then Specific

Community is any group with a shared interest, from global fans to a curated paid group.
A private gated space is a specific community within that broader interest.

INSIGHT

Don't Default To Building A Community

Building a community isn't always the right answer for a company goal.
Ask why you want a community and consider alternatives like newsletters or social before committing.

ADVICE

Make Community A Paid Product

Consider charging for community access to force product thinking and justify investment.
Treat the community like a product with its own manager and growth goals.

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#320 | Matt Carnevale, Head of Community at Exit Five, joins Dave for a discussion about community building. They dive into a bunch of the lessons learned from building the Exit Five community over the last few years, including specific plays like onboarding, matchmaking, and moderation. If you’re thinking about community building in 2026, this is a good primer; plus the guys give their opinion on what “community” actually means and whether you should build a private community like Exit Five or focus more broadly on community building.

Timestamps

(00:02) - – Matt’s path from BDR to Head of Community at Exit Five
(08:29) - – What “community” actually means (and what it definitely isn’t)
(13:14) - – Why most B2B communities fail before they ever get traction
(17:54) - – Community vs. content: what gets people in vs. what makes them stay
(22:29) - – Why Slack groups aren’t a strategy
(27:14) - – Treating community like a product, not a marketing channel
(34:48) - – The role of trust, curation, and saying no to the wrong people
(40:23) - – What community managers actually do behind the scenes
(47:18) - – How in-person events changed the Exit Five community
(53:28) - – The biggest lessons Matt’s learned after two years building Exit Five

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Learn more about Exit Five's private marketing community: https://www.exitfive.com/

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