In the vast digital universe we mingle in every day, demand generation communities have emerged as star players. These virtual gathering spots are bustling hubs of knowledge, innovation, and sometimes, drama. But are they worth the hype? Let's dive into what these communities are, where they shine, and where they... well, fall apart.
I. Defining Community
Let's start with the basics. In the world of anthropology, a "community" is basically a group of folks who connect over shared interests, values, or goals. Whether it’s a digital forum or a neighborhood potluck, communities are all about building social bonds, passing on cultural wisdom, and keeping everyone in line with a little thing called social norms. The digital age hasn't changed this so much as expanded the playing field, offering us trees of connection that extend worldwide.
II. Understanding Demand Generation Communities
With that context in mind, welcome to demand generation communities—a new breed of networking aimed at driving business interest through shared ideas and innovations. These communities aren’t just your typical echo chambers. They’re the lifeline for marketing pros and sales aficionados looking to innovate, educate, and sometimes, commiserate.
Key Characteristics
Mentorship & Education: These communities are the go-to for gaining wisdom and guidance, helping you stay ahead of industry curves.
Innovation Epicenters: They’re breeding grounds for new ideas, with innovators and thought leaders from across the globe sharing what’s fresh and what’s next.
Peer Connection: At their heart, these communities link you to others fighting the same battles, providing support and camaraderie.
III. The Value of Demand Generation Communities
So why jump into the fray? For starters, they’re a treasure trove of industry insights. Want to know what your peers are doing about this month’s “big challenge”? This is where you’ll hear about the latest strategies and what’s actually working.
Educational Benefits
These communities aren't just about chit-chat—they’re about learning. From webinars to forums, they offer platforms for honing your skills and expanding your knowledge base.
Innovation and Mentorship
Whether it’s connecting with a mentor or witnessing the birth of the next big idea, demand generation communities fuel innovation and provide career-changing insights.
Peer Support
Forget the solo grind—these communities are where you can find your tribe. Share your wins, air your grievances, and get the support you didn’t know you needed.
IV. Pitfalls to Stay Away From
But it’s not all sunshine and rainbows. Some communities veer off course and become unhelpful, or worse, outright toxic.
Negative Aspects
Some spaces can devolve into gossip-heavy, cliquey territories, making them less about support and more about backdoor politicking.
Pitch-Heavy Environments
Beware the community that is a thinly veiled marketplace for spammy sales pitches. Instead of offering help, some are just trying to sell you the next big thing, whether you need it or not.
How to Recognize Them
Look out for conversations dominated by sales jargon rather than shared experiences.
Communities with frequent, unsolicited pitches are red flags. A sign to keep scrolling or seek exit stage left.
V. Our Favorite Demand Generation Communities
Below, we’ve rounded up some of our favorite demand generation communities and why we think they’re the absolute bee’s knees. But fair warning: when diving into these communities, remember—you’re dealing with people, and people can be... well, a people.
Why we dig them: We have been fangirls, fanboys, fanpeeps of 6Sense for years. They (Latané Conant) literally wrote the book on modern ABM techniques and creating exceptional experiences for your audience. 6Sense is a great hub of knowledge on all things ABM and the audience journey which is key for your demand generation strategies.
Why we dig them: I mean, come on. It’s HubSpot. If you’re a marketer around the elder millennial stage (hey, don’t you laugh!) you can confirm that HubSpot was one of the OG online collectives that set itself up as a true resource for marketers everywhere. Still an excellent educational resource, but with the added challenge that there is SO MUCH CONTENT. But if you aren’t afraid of digging, grab a shovel.
Why we dig them: An actual membership community makes you think people are going to be a little more sophisticated and less likely to be sales-pitchy. Downside? There’s a fee to join. But it does limit the amount of useless “noise” you typically experience inside a community.
Why we dig them: Our type A brain rejoices when entering the incredibly organized Slack community. Nicely packaged channels with specific topics and easy to find chats to join.
VI. Conclusion
In conclusion, the right demand generation community can be a goldmine. They offer not just learning and development opportunities but a space to network, innovate, and grow. By dodging the pitfalls and engaging thoughtfully, you’ll find yourself reaping the rewards of real connection and insight.
VII. Building Community
Have you discovered the holy grail of demand generation communities? Or maybe you’ve met a cautionary tale in your travels. Share your stories in the comments below, and let’s continue this conversation. And if you’re ready to dive deeper, check out our recommended resources to get you started. Let's harness the power of community for innovation and success!
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