How to Build a Community Moat in a Startup w/ Sara Ott

S1E53
35:48
April 13th 2022

In this episode, I sit down with Sara Ott, Head of Community Experience at Hound.

We talk about why community is a good hedge for B2B companies in the face of changing buyer behaviour, how to build and run an effective ambassador programme, and what a one-person marketing strategy looks like.

Sara also shares her thoughts on why introverts can make some of the best community managers around.

Timestamps:

01:24 - Who is Sara Ott?
03:44 - How she ended up at Hound
04:24 - What does Hound do?
07:04 - Why so much emphasis on community?
09:50 - Understanding your customer
12:29 - Why is community a good hedge?
17:22 - How do you decide it's the right time to invest in community?
19:50 - Hound's referral programme
26:38 - What is was one takeaway to improve a company's community today?
30:06 - Can only extroverts be community managers?

You can follow Sara on Twitter here.

And you learn more about Hound here.

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Head over here: b2bbite.substack.com

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Head over here: linkedin.com/in/jasonbradwell/

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Pipe Dream profiles the B2B companies that have cracked the code on audience-driven marketing, building podcasts, newsletters, and content channels that don't just generate awareness, but actually drive qualified pipeline.

Host Jason Bradwell, founder of B2B Better, sits down with the marketers and founders who've shifted away from traditional demand gen tactics to build their own audiences. Each episode breaks down the numbers, the conversion systems, and the tactical decisions that turn listeners into buyers.

This isn't a show about marketing theory or best practices. It's about what's actually working right now: how much it costs, what converts, and why owned audience beats rented attention every single time.

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