Episode 4 Emma Clarke, CUSP: The Problem with B2B Communities
The Problem With B2B Marketing · 2024-10-17 · 43 min
Episode notes
Emma Clarke, founder of community-building consultancy CUSP, explores the challenges of building effective B2B communities. Drawing on her experience working with brands like Soho House, Soho Works and 180 Studios, Emma explains why community building is essential for fostering authentic customer connections, but also outlines why many B2B brands struggle to implement it. She discusses the shift from top-down marketing to customer-led engagement, and offers strategies for overcoming internal resistance, maintaining engagement, and measuring success. Key talking points: The Shift to Authenticity: People crave genuine connections, especially post-COVID, and B2B communities can meet this need. Top-Down vs. Community-Led: The outdated model of brand-controlled messaging versus the benefits of empowering customers to