Marketing’s Evolution: The Revenue-Generating Power of Community in the Connection Economy

Why industry leaders are moving from the traditional marketing playbook in the new community era

Gone are the days of shouting into the void. We’ve entered the community era—a time when the most successful companies aren’t just broadcasting messages but cultivating relationships that transcend transactions.

While traditional marketers chase impressions, market leaders create spaces where customers connect. 

The Old Playbook vs. The New Reality

This isn’t merely a tactical adjustment. It’s a fundamental reimagining of marketing’s purpose and potential.

The Billion-Dollar Strategic Pivot

Consider Nike’s transformation. A decade ago, they were trapped in the product-feature echo chamber like everyone else—campaign cycles, traditional media buys, generic messaging.

Then they made the decision that changed everything: they stopped selling products and started building a movement.

NikePlus became more than a loyalty program; it evolved into a community platform where members connected with coaches, joined local running groups, and shared achievements with people who genuinely cared.

The results? Transformative:

• Community members spent 4× more than non-members

• Retention rates surged 67%

• User-generated content outperformed professional campaigns by a factor of three

Most importantly, when competitors launched similar products, NikePlus members stayed loyal. They weren’t just buying shoes—they were part of something bigger.

The Airbnb Revelation

Airbnb faced an even more daunting challenge: How do you market an intangible experience that changes with every booking?

Their answer wasn’t better advertising. It was a deeper connection.

They flipped the entire marketing model. Instead of telling their story, they built platforms for hosts and guests to tell their own. They transformed hosts into content creators, developed infrastructure for authentic storytelling, and facilitated connections no hotel chain could replicate.

The numbers tell the story:

• Host-created stories drove nearly 80% higher engagement than branded content

• Guest recommendations became their primary acquisition channel

• Community feedback shaped product development in real-time

When competitors tried to win on price, the community bonds proved unbreakable.

Four Pillars of Community-Driven Transformation

1. Hyper-Personalization: Speak Their Language, Not Yours

Generic “solutions” messaging is obsolete. Your prospects don’t care about your product—they care about their problems.

Time to evolve from:

Embrace instead:

• Industry-specific content ecosystems addressing vertical pain points

• Role-based journeys for each buying committee member

• Messaging reflecting specific regulatory and competitive realities

Strategic move: Build dedicated content teams who become genuine subject matter experts in your top verticals. When prospects think, “These people actually understand my world,” you’ve won half the battle.

2. Social Strategy: From Broadcasting to Connecting

Social followers mean nothing if they’re not engaging. Likes don’t pay the bills.

Ready to transform:

• Product-centric posts generating zero engagement

• Inconsistent executive presence lacking authentic voice

• Vanity metrics over meaningful interactions

Embrace instead:

• Position executives as thought leaders addressing industry challenges

• Create private, moderated spaces for peer connection

• Participate disciplined in existing industry conversations

Strategic move: Form a social strategy team supporting executive participation in key industry dialogues. Create private communities focused on challenges that transcend your product but align with your solution area.

3. Events: Collaboration Over Presentation

Nobody wants another PowerPoint marathon. Your audience craves interaction, not information dumps.

Move beyond:

• Traditional presentation-only webinars

• Product demos disconnected from real-world challenges

• Lead-generation events without immediate value

Embrace instead:

• Interactive workshops solving real problems in real-time

• Peer-based roundtables facilitated by thought leaders, not salespeople

• Events valuable even if your product is never mentioned

Strategic move: Transform your next three webinars into collaborative workshops with structured breakout sessions. Train subject matter experts in facilitation, not just presentation.

4. Customer Advocacy: Turn Clients into Evangelists

Generic testimonials convince no one. Customer stories should showcase transformation, not features.

Elevate from:

• Vague testimonials lacking specificity

• Product-focused case studies missing customer outcomes

• Treating references as sales resources rather than strategic assets

Embrace instead:

• Systematically nurture relationships with potential advocates

• Develop forums for customers to connect with peers

• Create advocacy programs benefiting the advocate first

Strategic move: Build a formal advocacy program with tiered benefits. Position customers as heroes in their transformation stories, not just users of your technology.

The Business Impact

When implemented systematically, this community-centric approach delivers measurable business transformation:

• Sales Acceleration: Significant increase in expansion revenue as community participation drives deeper platform adoption

• Support Efficiency: Dramatic reduction in support costs as customers help each other solve implementation challenges

• Market Intelligence: Continuous, unfiltered feedback on market needs, competitive threats, and product opportunities

• Competitive Differentiation: A community ecosystem competitors cannot easily replicate, even with superior technology

Community-Building Activities to Consider

In-Person Connections:

• Small group dinners and happy hours

• Executive breakfast roundtables

• “Lunch & learn” sessions

• Industry conference meetups

Virtual Engagement:

• Interactive workshops (not just webinars)

• Private online virtual events

• Moderated LinkedIn groups

Value-Added Resources:

Customer Elevation:

• Speaking opportunities at your events

• Co-created content showcasing their expertise

• Client Advisory Board participation

• Training and certification programs

Community Marketing: Timeless Wisdom in a Digital Age

Community marketing isn’t revolutionary—it’s foundational. It’s the village marketplace wisdom repackaged for the digital era.

By embedding community-building into their core strategy, B2B organizations activate the six engines of sustainable growth: accelerated trust development, organic lead generation, unfiltered customer intelligence, passionate advocacy, customer-driven innovation, and dramatically strengthened retention.

In a world obsessed with automation and algorithms, the competitive advantage belongs to those who remember business has always been—and will always be—human at its core. After all, the purpose of business isn’t just to find customers—it’s to create customers who create customers.

Start small, but start now. Your community is waiting to be built.

About the Author

Ivana Johnston, CEO and co-founder of Puzzle Partner, is a trusted brand strategist that collaborates with some of the world’s most innovative companies in hospitality, travel, wellness, healthcare and technology. She has a proven track record of initiating, driving, and cultivating high-value business ideas and relationships, helping her clients outperform the competition, achieve profitable exits, and expand into the Americas. Her insights are regularly featured in business trade publications, Forbes.com, Entrepreneur and other prominent media outlets. As a member of the Forbes Agency Council, Forbes Business Council she contributes to Forbes Expert Panels®, offering her expertise on the interplay of advanced technologies and business success.

Connect with Ivana on LinkedIn.