"There has to be a reason. It’s identifying the why, who it's for, and what can you contribute." — Jason Baum
Community can be one of your most powerful marketing channels—if you get it right. In this episode, Jason Baum, Head of Community at Sauce Labs and a 20-year community builder, breaks down what it actually takes to build a meaningful, engaged community that adds value without becoming a glorified sales pipeline.
Here are our main three takeaways from the episode:
1. Know Why You Want a Community
Before you hire a community manager or spin up a Slack, ask yourself: Why does this community need to exist? Who is it for? What value can we contribute that isn’t just about promoting ourselves? If the answer isn’t clear, you’re not ready yet.
2. Community Should Be Cross-Functional—and Strategic
Community can serve product, marketing, sales, and support, but it works best when it reports into leadership (like the CEO or COO). That structure gives your community the space to be strategic and not just another box to check for quarterly metrics.
3. Don’t Build a Platform—Build a Presence
Skip the “if we build it, they will come” mindset. Jason recommends a “community of everywhere” approach—meet your audience where they already are. That could mean forums, LinkedIn groups, events, Slack, or volunteer-led open source projects like Selenium. It's about relevance, not real estate.
Actionable Steps You Can Take Today:
Define the three essentials: your community’s purpose, audience, and unique value.
Avoid siloing community under one department. If possible, align it with leadership.
Map out where your audience already spends time—and show up there first.
Focus content efforts on education and authenticity, not promotion.
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