Sandy’s Community Story

In the ever-evolving landscape of go-to-market (GTM) strategies, community building has emerged as a vital mechanism for fostering connection, learning, and professional growth. Sandy Mangat, Head of Marketing at Pocus, stands at the forefront of this movement, having cultivated the 10x GTM community - a vibrant ecosystem now boasting over 3,300 members. This article delves into Sandy's journey, her innovative strategies, and the practical insights she offers for community managers, aspiring builders, and founders, weaving together narrative and analysis to illuminate the art and science of community building.

A Vision Takes Root

Sandy's story begins with a serendipitous moment: a direct message from Alexa, the CEO of Pocus, who was building a platform to address the fragmented data landscape in GTM campaigns. At the time, Sandy was leading marketing at another early-stage startup, deeply feeling the pain of managing data scattered across multiple tools. Alexa's vision resonated, and Sandy joined Pocus as employee number five and the first GTM hire, tasked with a mission that would shape her career: building a community to support and amplify Pocus's goals.

From the outset, community was central to Pocus's strategy. Alexa believed that solving complex problems like product-led sales (PLS) - a hybrid of product-led growth and traditional sales motions - required collective wisdom. Sandy embraced this, starting with Ask Me Anything (AMA) sessions that brought in GTM experts to share insights. These sessions not only provided value to members but also helped create content for Pocus's blog and social channels, establishing the company as a thought leader in PLS. This early focus on community-driven content creation set the stage for a flywheel effect, where community, content, and product development fueled each other.

Building a High-Quality Community

One of Sandy's core principles is prioritizing quality over quantity. In the community's early days, she and Alexa personally vetted each member, reviewing LinkedIn profiles to ensure alignment with the community's goals and to filter out service providers looking to harvest leads. This meticulous approach, while labor-intensive, ensured a high standard of engagement and trust, creating a space where meaningful interactions could flourish.

As the community grew, Sandy recognized the need for a more structured onboarding process. This led to the introduction of cohorts - a system where new members join in groups, allowing for better integration and relationship building. This shift, as Sandy noted, "made it a little bit easier from an execution standpoint," enabling the team to be more hands-on with initial groups of around 30 members, fostering familiarity and connection. This evolution reflects a balance between scalability and personalization, a key lesson for community builders navigating growth.

The Pivot to AI and GTM

The GTM landscape is dynamic, and Sandy has shown a remarkable ability to adapt. With the rise of AI, she observed a market shift: sales teams were overwhelmed by new tools, and there was a lack of reliable guidance on effective implementation. This prompted a pivot from a sole focus on PLS to exploring the intersection of AI and GTM. However, Sandy didn't impose this change unilaterally. Instead, she took a phased approach, polling early community members and forming a founding cohort of about 50 to shape the new direction. This inclusive strategy, as she emphasized, "brought them along for the journey," ensuring buy-in and maintaining engagement.

This pivot wasn't just about responding to technology; it was about recognizing broader trends AI was accelerating, such as a shift from "spray and pray" outbound prospecting to data-driven, precise strategies. Sandy's approach highlights the emotional and strategic balance in community building: listening to members' needs while anticipating future challenges, a lesson in the art of adaptation.

Reverse-Engineering Engagement

Engagement is the lifeblood of any community, and Sandy has developed a unique tactic she calls "reverse-engineering engagement." Inspired by social media influencers, she seeds questions in the community, often planting them herself or through eager members, and ensures experts are ready to answer. This strategy, as she explained, "looks to the consumer like somebody has asked this amazing question, but they've just asked the question themselves and then answered it." Over time, this sparks organic participation, creating a cycle where members feel comfortable contributing.

This approach, rooted in B2C influencer tactics, translates effectively to B2B communities, where trust and connection are paramount. Sandy also emphasized the importance of continual facilitation, noting that community managers must actively seek answers, sometimes reaching out to external experts to enrich discussions. This blend of human touch and strategic planning underscores the science behind engagement, offering a tactical framework for builders to foster participation.

Delivering Value

Understanding what members want is crucial, and Sandy has made it a priority to listen. The 10x GTM community offers a range of exclusive benefits, driven by member feedback. These include:

• An invite-only Slack group for real-time interaction.

• Early access to Pocus's AI tools, providing a competitive edge.

• Workshops and courses on GTM strategies, enhancing professional skills.

• Certifications to validate expertise.

• Unfiltered AMAs with industry leaders for direct learning.

• In-person dinners and an annual one-day summit for networking.

These offerings, as Sandy noted, "were really driven by what we were hearing from the community," ensuring they deliver tangible value. This member-centric design reflects the emotional connection builders must foster, balancing strategic offerings with the human need for belonging and growth.

A Table of Strategies

Sandy's journey offers a wealth of actionable insights for community builders. Below is a table summarizing these strategies, their significance, and how they connect to her story:

These strategies are not just theoretical; they are grounded in Sandy's experiences, offering a roadmap for builders to create thriving communities.

Final Thoughts

Sandy Mangat's story is a testament to the power of community building in driving professional growth and industry innovation. From her early days at Pocus, grappling with data integration challenges, to leading a community that adapts to market shifts and fosters deep connections, her journey highlights the interplay of art and science in this field. By prioritizing quality, adapting to change, and fostering engagement, Sandy has created a space that not only supports GTM professionals but also inspires others to elevate their own community-building efforts.

For readers, Sandy's insights invite reflection: How can you apply these strategies to your own communities? What challenges do you face, and how might you involve your members in overcoming them? Share your thoughts and experiences with us using #communitydōjō, and let's continue to learn and grow together.