Community-Led Growth in B2B: How CMOs Build a Trust Moat (and Drive Pipeline) - with Ridhi Singh

Episode notes

#38 - Community-led growth keeps showing up on every B2B growth roadmap — but most teams either confuse it with audience building or give up before it has a chance to work. If you've wondered whether community is actually a GTM strategy or just a feel-good initiative, this episode answers that. Ridhi Singh, founder of 91 Ninjas and a GTM strategist who has worked with 94 B2B SaaS and AI companies globally, joins Mandy Hornaday for a clear-eyed conversation on what community-led growth actually is, who it's built for, and how to build one that drives pipeline — not just engagement. Mandy also brings her own hard-earned perspective, having spent over a decade building Tech in Motion into a 350,000-member tech community across 14 North American markets — so this episode goes beyond theory.