Ed Giansante’s journey into community building didn’t start in SaaS. It started with people.
He’s led community at brands like Dropbox, Wix, and Zynga, and most recently built a thriving community at Persona from the ground up. His programs have spanned B2C and B2B, support and advocacy, engagement and growth—but the common thread in his work is simple: build community around what makes people feel seen, not just what makes the business grow.
In this episode of The Community Code, Ed breaks down what makes communities stick, and what separates a great program from one that fizzles out. We talk about what’s different (and what’s the same) across B2C and B2B, how to design for emotional connection and business value, and why storytelling—not dashboards—is often the key to executive buy-in.
Whether you’re scaling a community from scratch or looking to make your existing program more impactful, Ed’s insights are a blueprint for building with intention.
The heart of it all: humans first, metrics second
Ed’s approach to community is refreshingly honest: yes, it should drive business outcomes—but if you don’t get the human piece right, none of the rest will matter. He sees community as a long-term, relationship-driven strategy, not a quarter-by-quarter tactic. That mindset is reflected in everything from how he sets expectations with executives to how he measures success.
One thing that stood out: his shift from building communities in B2C environments to B2B. The tactics may differ, but the need for trust and belonging doesn’t. In fact, he argues that B2B communities can sometimes feel even more meaningful—because they provide a space to connect beyond roles, metrics, or customer status.
Ed also talked about the reality of community leadership: the hard parts. The patience it takes. The trial and error. The emotional labor. And why the best community builders are the ones willing to stick with it and adapt.
Key Takeaways
Community isn’t either emotional or strategic—it’s both. The strongest programs are built on trust, but aligned with business outcomes.
B2B and B2C communities serve different needs, but the fundamentals of human connection are the same.
Not everything in community can—or should—be measured in spreadsheets. Qualitative impact matters, especially when you're building long-term trust.
Engagement doesn’t mean volume. Intentionally designed, curated experiences can often create more impact than scale.
Building community is a slow burn. It's not a sprint—it’s a lifelong process of iteration and learning.
Community programs that succeed are the ones that evolve with the business. Be flexible. Test. Learn. Adapt.
Internal storytelling is just as important as strategy. If your executive team doesn’t understand the "why," your program won’t get the support it needs.
Decoded Insight
Community is a business function—but it only works when it’s built around human needs. Start with trust. The growth will follow.
Want to connect with Ed?
You can connect with Ed on LinkedIn and at ed.community (best URL ever!). And if this interview gave you something to think about, leave a comment or share the post with your team. It just might help you rethink how community fits into your GTM.
Chapters
00:00 Introduction to Community Building
02:44 Defining Community: Emotional vs. Transactional
05:47 Creating Community in a Business Context
08:51 B2B vs. B2C Communities: Similarities and Differences
11:33 Building Community Programs: Lessons from Experience
14:43 Gathering Input and Shaping Community Programs
17:43 Internal Stakeholder Engagement and Program Value
20:45 Adapting Community Programs to Business Needs
28:22 Pilot Programs and Community Launches
31:57 Shifting Focus: From Compliance to Product
34:24 Curated Events: A New Approach to Engagement
39:20 Community-Led Growth: Building Relationships
39:50 Measuring Impact: Reporting Community Results
50:57 Building a Community Program: Insights and Challenges
54:37 The Essence of Community: Beyond Business Metrics
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