In the Anonymous Marketer podcast episode titled “Learning How a Shared Identity Helps a Community Succeed with Katie Ray,” Katie Ray, the head of Community at Metadata, joins host Nick Bennett to discuss the essence of a community in the context of a B2B marketer at a SaaS company. She emphasizes that a community is more than just people interacting over social networks; it’s a group of people with a shared identity who are working towards something and engaging in deeper conversations.

Katie stresses the importance of having a strategy when building a community, as it requires executive buy-in and the understanding that people change and may come in and out of your community. She also discusses how to measure the effectiveness of a community, suggesting that it should help reduce churn, increase renewal opportunities, convert high-risk accounts into raving fans, and if it has support actions, reduce ticket times and get results faster.

Katie’s career has spanned communities, sales, marketing, and business, and she has worked closely with marketing to create strategic campaigns and produce content that attracts customers at the right time. She is currently working on her MBA in her free time.