Community-Led Growth in B2B: How CMOs Build a Trust Moat (and Drive Pipeline) - with Ridhi Singh
Tue Jan 27 2026
#38 - Community-led growth is becoming one of the most powerful (and most underused) moats in B2B marketing—especially as AI-generated content floods the market and buyers rely more heavily on trust, peer validation, and real human connection to make decisions.
In this episode of Growth Activated, host Mandy Walker sits down with Ridhi Singh, Founder of 91 Ninjas, to break down what community-led growth actually means (beyond the buzzword), why it’s surging right now, and how marketing leaders and CMOs can use community marketing and event marketing to build a durable GTM engine competitors can’t copy overnight.
You’ll learn the difference between building an audience vs. building a true community, why a Slack group isn’t the strategy, and how to design community programs that create real value, drive engagement, and influence the full funnel—from discovery to advocacy.
In this episode, we cover:
Why community-led growth is rising now: AI, trust, and modern B2B buyer behaviorCommunity marketing vs. audience building (and why the distinction matters for CMOs)When community-led growth is the right GTM strategy (product complexity, skeptical ICPs, long-term culture)How to start without overbuilding: power users, leadership involvement, and “unscalable” early playsHow community impacts pipeline velocity, conversion rates, retention, and AI/LLM visibilityWhy events and offline moments are back—and how fun + connection drive community stickinessHow best-in-class brands (like Clay) build communities that become self-sustaining growth enginesIf you’re a B2B marketing leader looking to strengthen your go-to-market strategy, earn buyer trust faster, and build a scalable engine that performs in an AI-first world, this conversation will give you a clear framework and practical starting point.
Listen now and keep activating growth for yourself and your company.
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Let’s Keep the Conversation Going!
Loved this episode? Connect with me for more insights on B2B marketing leadership and strategies to grow your business.
🌐 Visit my website: growthactivated.com
🔗 Connect with me on LinkedIn: Mandy Walker
🔗 Get Your Free Marketing Planning Guide Today!
Don’t forget to subscribe to Growth Activated and share this episode with fellow marketing leaders. Let’s activate growth—together!
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#38 - Community-led growth is becoming one of the most powerful (and most underused) moats in B2B marketing—especially as AI-generated content floods the market and buyers rely more heavily on trust, peer validation, and real human connection to make decisions. In this episode of Growth Activated, host Mandy Walker sits down with Ridhi Singh, Founder of 91 Ninjas, to break down what community-led growth actually means (beyond the buzzword), why it’s surging right now, and how marketing leaders and CMOs can use community marketing and event marketing to build a durable GTM engine competitors can’t copy overnight. You’ll learn the difference between building an audience vs. building a true community, why a Slack group isn’t the strategy, and how to design community programs that create real value, drive engagement, and influence the full funnel—from discovery to advocacy. In this episode, we cover: Why community-led growth is rising now: AI, trust, and modern B2B buyer behaviorCommunity marketing vs. audience building (and why the distinction matters for CMOs)When community-led growth is the right GTM strategy (product complexity, skeptical ICPs, long-term culture)How to start without overbuilding: power users, leadership involvement, and “unscalable” early playsHow community impacts pipeline velocity, conversion rates, retention, and AI/LLM visibilityWhy events and offline moments are back—and how fun + connection drive community stickinessHow best-in-class brands (like Clay) build communities that become self-sustaining growth enginesIf you’re a B2B marketing leader looking to strengthen your go-to-market strategy, earn buyer trust faster, and build a scalable engine that performs in an AI-first world, this conversation will give you a clear framework and practical starting point. Listen now and keep activating growth for yourself and your company. Lead Like a CMO - Group Coaching Lab: Join the Waitlist Let’s Keep the Conversation Going! Loved this episode? Connect with me for more insights on B2B marketing leadership and strategies to grow your business. 🌐 Visit my website: growthactivated.com 🔗 Connect with me on LinkedIn: Mandy Walker 🔗 Get Your Free Marketing Planning Guide Today! Don’t forget to subscribe to Growth Activated and share this episode with fellow marketing leaders. Let’s activate growth—together!