CMO MeetUp:  How to build effective C-suite communities

Key takeaways from HotTopics’ Marketing Meetup

Leaders explored the challenges and strategies behind building high-value C-suite communities, highlighting the need for trust, value-driven engagement, and personalised approaches. 

In today’s competitive B2B business landscape, fostering strong professional communities is a cornerstone of a strong marketing strategy. A network of customers, prospects and influencers can help shape product design or research and development, shape or reshape brand proposition, and build better working partnerships. In fact, building C-suite communities was seen as the number one need or challenge by HotTopics’ marketing leaders community, as found in its 2024 B2B Marketing Leaders Benchmark Report.

For the first virtual Marketing Meetup of 2025, therefore, marketing leaders came together to unpick the question of how to build and sustain C-suite communities. The virtual session allowed for smaller group discussions; the following is a round up of the main points made by each group.

If you are interested in learning more and joining our next Marketing Leaders Meetup, click here.

Trust and value-driven engagement

One of the key takeaways from the discussion was the importance of trust in building meaningful business communities. Rather than focusing solely on sales-driven interactions, businesses must prioritise value-driven relationships to foster genuine engagement. Word-of-mouth advocacy, particularly within the C-suite, was highlighted as a critical factor in shaping perceptions and influencing decisions.

The group also explored the balancing act between delivering business value and maintaining a sense of community. While companies seek ROI from these networks, a purely transactional approach can undermine authenticity. Instead, fostering relationships through thought leadership, events and peer interactions emerged as a more effective long-term strategy—not to mention more interesting!

The power of niche communities

A recurring theme was the idea that bigger is not always better when it comes to communities. Hyper-focused communities—whether by size or theme—can still deliver significant value, particularly when they bring together peers facing shared challenges and objectives.

What’s more, differentiation was highlighted as crucial in a crowded landscape. Organisations must clearly define their unique value proposition and ensure their messaging is bold, relevant and engaging to maintain community interest. 

Challenges in C-suite community building

Despite the recognised benefits, building effective C-suite communities remains a challenge. While many technology companies have successfully cultivated user-driven communities (such as Splunk), the panellists struggled to identify examples of technology vendors creating exclusive, high-engagement C-suite communities.

One case study discussed was Tata Communications, which successfully built a CEO Summit focused on winning cultures and leadership development. The summit was designed purely for relationship-building rather than sales, illustrating how businesses can create genuine engagement at the highest levels. However, maintaining these relationships beyond the event remains a challenge. 

The role of paid memberships and commitment

Another interesting insight was the potential value of paid communities. Drawing an analogy to gym memberships, the group noted that when individuals invest financially in a network, they may be more likely to engage consistently. For C-suite executives, this could mean a stronger commitment to participation, ensuring the community remains active and valuable.

Best practices for community development

Several key strategies emerged for organisations looking to build and sustain their professional communities:

• Personalisation: Rather than a one-size-fits-all approach, tailored engagement strategies should be considered.
• Advocates and peer influence: Internal advocates play a critical role in subtly driving engagement and promoting a company’s value, often by tacit engagement rather than endorsement.
• Consistent engagement: Regular touchpoints—whether through quarterly meetings, annual summits, or online forums—help keep communities active.
• Leveraging alternative channels: WhatsApp, Slack, and industry-specific platforms were identified as useful tools for real-time engagement.
• Global vs. regional models: Businesses should consider whether to build a global community with regional subgroups to accommodate different market needs and regulatory environments.

Closing thoughts

Building and sustaining a thriving C-suite community requires a combination of strategic planning, trust-building and long-term engagement. While challenges exist—such as shifting away from sales-focused mindsets and ensuring sustained participation—the benefits of fostering strong, value-driven networks can be seen in the trusted relationships a business can enjoy with its network.

If you are interested in learning more and joining our next Marketing Leaders Meetup, click here. 

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