Jason Baum is the Senior Director of Developer Relationships at Sauce Labs, an AI-powered platform for software testing. With nearly 20 years of experience in building and scaling global communities, Jason’s expertise in developer advocacy and open-source projects has made him a go-to for companies looking to create authentic and engaged communities. His work focuses on fostering real connections with users and creating spaces where they can thrive.
Here’s a glimpse of what you’ll learn:
- [05:00] Why community building is more about intent than tools
- [08:30] How organic growth is the key to powerful marketing
- [12:00] Why giving value first is essential for success
- [16:15] The difference between support forums and engaged communities
- [20:00] Why B2B companies should focus on long-term community building
In this episode…
What if everything you’re doing to “build” a community is driving it away?
Jason Baum’s journey into community-building started in unexpected places—before it became a B2B buzzword.
In this episode, he and Carlos unpack what most brands get wrong about building a community: it’s not a channel, it’s not a forum, and it’s definitely not a short-term play. From getting people to care, to earning trust before asking for attention, they explore what it really takes to build a space where people feel they belong and want to stay. Because in the end, a community isn’t a channel. It’s a relationship—and if it’s not genuine, it won’t stick.
Resources mentioned in this episode:
Quotable Moments:
- “Community is not the tool, community is the intent.”
- “There’s nothing more powerful in marketing than organic growth.”
- “The community is the ultimate top funnel play.”
- “If people start smelling that you’re trying to sell more than sharing value, you’re dead before you even started.”
- “Community wants to feel like they belong. Belonging is the number one thing to start.”
- “You’re going to build a community by giving content, events, and being there.”
Action Steps:
- Define the intent behind your community before diving into platform choices.
- Focus on providing value and trust, not pushing for immediate sales.
- Let your community grow organically, nurturing relationships over time.
Sponsor for this episode…
This episode is brought to you by Condor Digital Marketing.
Condor is an ROI-driven digital marketing agency built by entrepreneurs for entrepreneurs.
Our expert team helps clients identify and execute initiatives focused on business growth. We aim to democratize digital marketing with proven strategies and measurements that guarantee a return on investment by leveraging innovative technologies and the support of our Latin American office.
We provide strategic digital marketing advice, website development, content generation, SEO, performance marketing, social media marketing, CRM and email automation, web analytics and BI reporting, video production, and staffing services.
To learn more about our execution of ROI-focused marketing, reach out to us at Condoragency.com or email us at hello@condoragency.com.
