The Problem With B2B Marketing22 Maj 2025

Episode 10 Pip Jamieson, The Dots: The problem with building a community that delivers ROI

Building a B2B community sounds great in theory but how do you make one that actually delivers value? In this episode, Kevin talks to Pip Jamieson, founder of community platform The Dots, about what it really takes to build and scale communities that work. From understanding your ideal customer to choosing the right tech, Pip shares practical advice for brands and startups alike.

You’ll hear why community is more than just an extension of content strategy, why social media managers aren’t community leads, and how “super fans” can be a driver of growth.

We cover:

What separates real communities from audiences or databases
The case for buying or licensing over building tech
How startups can use “super fan” groups to scale
What metrics to track (spoiler: not just likes…) and how branded communities powered by The Dots achieve 50% active engagement rates, compared to single-digit figures typical in social media
Why ‘lurkers’ matter - and what makes a great curator
The biggest mistake brands make when hiring for community
Pip’s honest advice for aspiring tech founders
How AI is reshaping her own business - and where the biggest gaps still lie

About our guest:

Pip Jamieson is the founder and CEO of The Dots - a private community platform used by brands like Apple, Soho House, and Frieze. A longtime advocate for creative industries and inclusive tech, Pip shares her insights from launching and scaling digital products in both the UK and Australia.

Hosted on Acast. See acast.com/privacy for more information.

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Avsnitt(14)

Episode 14, The Problem with… Legal Marketing: Special live episode with the Legal Marketing Association

In this special episode of 'The Problem with B2B Marketing', Kevin Sutherland broadcasts from the Legal Marketing Association's inaugural European conference in London, themed 'Strategies for the Futu...

21 Okt 20251h 10min

Episode 13 Jason Miller: The Problem with B2B Value Propositions, Positioning & Messaging

In this episode of 'The Problem with B2B Marketing,' Kevin Sutherland speaks with Jason Miller, Head of Marketing at Jigsaw, ex-Marketo - and former B2B Marketing evangelist at Linkedin - about a spec...

16 Okt 202540min

Episode 12 Elliot Moss, Mishcon de Reya: The Problem with Brand in B2B

In this episode, Kevin Sutherland sits down with Elliot Moss, Chief Brand Officer at Mishcon de Reya, to discuss the often-misunderstood concept of "brand" within professional services and B2B marketi...

21 Juli 20251h

Episode 11 Dom Hawes, Selbey Anderson: B2B Marketing is “looking in the wrong direction”

Is marketing having an identity crisis? In this episode, Kevin sits down with Dom Hawes, CEO of agency group Selbey Anderson, to ask why so much B2B marketing has become narrowly focused on content an...

12 Juni 20251h 4min

Episode 9 Matthew Magee, Pinsent Masons: The Problem with B2B… Thought Leaders

In this episode, we’re joined by Matthew Magee, Head of Digital Content at Pinsent Masons, which has been the most visited legal firm website in the world, every month, for the past 20 years. Drawing ...

24 Apr 202559min

Episode 8 Michelle Booth, former Natwest and Lloyds: The Problem with B2B… Change

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Michelle Booth, former head of marketing strategy & innovation at NatWest, and former head of Growth & innovation at Ll...

18 Mars 202557min

Episode 7 Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future: The Problem with B2B Influencer Marketing

In this episode of The Problem with B2B Marketing, Kevin Sutherland is joined by Joel Harrison of B2BMarketing.net and Katy Howell of Immediate Future to discuss the problem with influencer marketing....

18 Feb 202551min