Advocacy programs, references, a customer advisory board, maybe a locked community for the top hundred accounts. That's where community has lived in customer marketing, and it works.

It also leaves most of what the marketing team does untouched: search and AI visibility, demand capture, events, content. Open the doors and the same community starts doing those jobs, for buyers who read it and never join.

Kim Colbert, Community Marketing Lead, and Jacob Downey, Go-To-Market, Bettermode, talk it through as a conversation rather than a deck: which of the eight community jobs belong in a 2027 plan and which you can assume, two plays to run this quarter, a first pass at the community-qualified lead and how to report it to a board, and where agents already carry the load, with one live look inside the Bettermode community.

Walk away with confidence in:

  • Which of the eight community jobs go in your 2027 plan. Brand, belonging, and retention you already own. The session goes deep on AI visibility, demand capture, and events, and places advocacy, the content engine, and launches around them.
  • Two plays to run this quarter. Send your next content download into the community instead of a sales sequence, and make the community the home for your next event, before, during, and after.
  • A first pass at the community-qualified lead. Which signals count, why a rolling 90-day window, how community sits inside multi-touch attribution next to MQLs, and a way to report it that a board will accept.
  • Where agents carry the load. One live look at agents working in the Bettermode community: what gets handed off today, what still needs a person, and the wish list.

Your speakers

Kim Colbert, Community Marketing Lead, Bettermode
Kim leads community marketing at Bettermode and is relaunching the Bettermode community as a growth channel. She comes to community from the marketing side, after years of running marketing programs and the databases behind them, and asks the questions a marketer asks before backing a channel

Jacob Downey, Go-To-Market, Bettermode
Jacob runs go-to-market at Bettermode and has spent years on the advocacy and community side of B2B marketing. He wires community activity into HubSpot, Salesforce, and the rest of the revenue stack, and takes the pipeline half of the conversation.