Episode #61 How to Build a Strong Community Online ft. RevGenius CEO Jared Robin

In today's episode of Revenue Reimagined, we're joined by Jared Robin, Founder and CEO at RevGenius.

Jared shares his experiences in building and engaging with communities, particularly in the B2B space. He started Rev Genius during tough times to network and learn from industry experts. Jared emphasizes the importance of treating communities as a way to build human connections and provide value, rather than just a sales tool. He also discusses the significance of trust and having a unique point of view in community-building. Jared highlights the benefits of communities for businesses, both inside and outside of organizations, and encourages authentic connections and providing value. Throughout the video, Jared emphasizes the importance of communities in business growth and the need to view them holistically.

During today's show, Jared shares his secrets on:

- human connection in community building

- the importance of trust and having a distinct point of view

- viewing communities holistically

Any founder, entrepreneur, or business leader can steal the lessons Jared shares in this episode and use them for their own success.

Follow Jared - https://www.linkedin.com/in/jaredrobin/


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Transcript

Adam Jay (00:01.489)
Welcome back to another episode of the Revenue Reimagined podcast. Dale just gave me a good laugh, threw me a little bit off my game. But we have a pretty epic guest with us today. There is a story behind this gentleman, and he arguably has a huge part in bringing Revenue Reimagined together, but didn't know it at the time. He is the master of all things community, needs no introduction.

Someone that is a friend of the company, a friend of the show, and a friend of myself. I don't know if he's a friend of Dale, but he's a friend of mine. Jared, welcome, man. Thanks for being here.

Jared Robin (00:36.47)
Thank you. I knew Dale before I knew you. We're, we go, we go a bit further.

Dale Zwizinski (00:39.425)
That's right.

Adam Jay (00:39.61)
I'm sorry.

Dale Zwizinski (00:42.314)
That's right. That's right. almost

Adam Jay (00:43.459)
Yeah, but Dale didn't hire you. So I feel like there should be like.

Dale Zwizinski (00:46.466)
I tried to hire him, he decided to start Red Genie.

Jared Robin (00:48.596)
He did a high. He did a higher me because I never I never.

Adam Jay (00:51.525)
All right fair enough so Dale tells a different version Dale once told me he's like I interviewed that Jared guy and passed I'm kidding

Jared Robin (01:00.874)
No, no, no, he would have passed if he didn't interview me, but we never got to that point.

Adam Jay (01:05.935)
But listen, it worked out well. Look where you are now. Like you've done incredible things, which we'll talk about. You have arguably changed the face of community as we know it. So I'm glad that you're here.

Jared Robin (01:19.552)
I'm glad that I'm with two amazing friends that once upon a time competed with one another for a short period of time, and now they compete with each other for the same cause still.

Dale Zwizinski (01:31.182)
Still.

Adam Jay (01:34.629)
still compete against one another. There may be a scoreboard. We could talk about that.

Dale Zwizinski (01:35.072)
So here.

Dale Zwizinski (01:38.966)
Yeah. So Jared, what, what I'd like to talk a little bit about is as you were starting rep genius and community, like you did it before community was cool. Like what was your inclination of like, I should start a community. I need to build something big in the community. What was that aha moment that you had to generate rep genius in the community?

Jared Robin (01:49.249)
Mm

Jared Robin (01:59.746)
There was a couple things, right? One, I wanted to get a job and everyone that didn't have a job at the time, we spoke about the hiring stories or me needing a job and me sinking to the level of wanting to work for Dale. But everyone was posting on social and I'm like, what can I do more to show that I hustle?

Dale Zwizinski (02:18.753)
you

Adam Jay (02:19.013)
You don't want to do that.

Jared Robin (02:28.446)
It was COVID times. Things were tough. like, I'm going to go above and beyond and just make as many friends as possible, network as hard as possible. One thing led to another and the community came out. You know, one other key point there was there's a lot of quote unquote experts. And I know Adam speaks about it. Let's just, let's get benefit of the doubt and say that they all are experts. We know that that might not even be a majority.

But I'm here and I'm thinking like, I'm pretty damn good at some things, but I'm nowhere near the best at anything. and, you know, I, maybe I approached it from too humble a point or whatnot, but I'm like, I want to surround myself with people better than me. And I want to create a space that truly is the best collectively. And if I'm just, you know, out there, sharing my content and my how tos.

I might be very good, but come on, I'm not, I'm not close enough to at least in my head at the time to, charge for something or any of this. I'm like, let's, let me bring the best. Let's create content with them. Let me be friends with them. Let me learn from them. Maybe actually become better in the process myself. So I think like the impetus pine community was, two main things. One, wanting to stand out and like, and just network like nobody's business. And I went.

Ham and I actually do watch me. I honestly think I Have the best at what I do. I was insane Like I was up till 3 a Like just connecting with people every day and I'm like all these other crews they could not like like what I was doing was like Like automated without the automation it was nuts and then the second part was like the realization and like the the honest like

Like I'm a great salesperson. I'm like a head of sales, like a first seller, but not necessarily a Dale or an Adam at the time. Like I could teach some people some things, but like I didn't feel comfortable saying I was, I was an expert. so I wanted to create a space for people better than me. And yeah, the combination created RepGenius.

Adam Jay (04:50.127)
So I do agree you probably network better than anyone I've ever met. I don't think there's anyone that you don't know. Certainly anyone I've spoken to who you don't know. And I think that's in large part due to not only RevGenius, but just your ability to go out there and talk to people and network people and find people and have conversations. I think RevGenius is a part of it, but I think it's just innate Jared Robin, which is what makes you

Dale Zwizinski (05:12.631)
Mm.

Adam Jay (05:20.047)
who you are. And I think that benefits a lot of people. know, certainly Dale and I are here because of, you know, that as well. I think that you do a great job of putting people together. But as you look at community and as community impacts go to market more and more, let's start with what people get wrong. What are some of the common misconceptions that you hear when talking to people, specifically founders? I'd be super curious about what it means to

be in or start a community.

Jared Robin (05:52.844)
You know, it's funny. I'll use an anecdote. I was interviewed by a small company founder who's like, the benefit of community to like, scrape all your members, reach out and he didn't use these exact words, but he was really close to this. and, and, and, you know,

Jared Robin (06:16.854)
you know, target them essentially. And I'm like, okay, pause, back up a little bit. I said, you can do that. But I think, I think what people are getting wrong, and I'm starting to think through like a new point of view to put this out there is, and this is not even just community, it's with their engagements with people. Like let's change the narrative from community, because community has evolved, right? Community now,

includes people that are influencers, creators, active on LinkedIn and social, maybe that are in RevGenius, Slack and Pavilion. Like Community Transcend's platform. I've said that for some time, but like even the most active people in RevGenius are active somewhere else and they each have their other thing. They might even be getting paid by brands at other places.

Adam Jay (07:03.705)
Mm

Jared Robin (07:16.354)
How does this whole thing come together? Now, what people are doing wrong with community is being myopic with it, but also doubling down into it. Going back to my anecdote, thinking about it as a place to target first. Now, let's back up a few steps. Nobody has the time to do anything that isn't going to generate

Revenue or the domino right before revenue understood Understood But more people need to realize that this is the domino right before revenue sometimes directly revenue and treat it in a more human way and also Do more things for them instead of asking and I'm you know the point of view like

we're in B2B, business to business. There's B2C, business to consumer. There's businesses that want to be more like B2C, business to consumer. I'm saying, let's flip it and let's make it business for consumer, business for community, business for content creator, commerce, right? Like doing things for having...

Adam Jay (08:19.971)
Mm -hmm.

Jared Robin (08:41.674)
an element of impact for that person away from your business model. Okay. Whether it's, you know, bringing education, sales, education, schools, there isn't it. Somebody do it in the name of the platform. it. You know, who's going to jump in your whole fucking ICP is going to jump in to help you with that. Right. Because that's pretty fucking cool.

Now you're not really selling to them, but you are getting closer to them, right? You see what I'm saying? So when you do things for, doesn't need to be a charity, although that is one thing, needs to be aligned. Do things for the people, get people jobs. That's something you could always do for them. Help people with the products outside of them, et cetera. But so, you know, back to the original question, what are people doing things wrong? They're trying to do things.

Adam Jay (09:16.527)
Mm -hmm.

Jared Robin (09:37.058)
to get things from instead of doing things for. And you both speak on social all the time about the power of giving. When people have revenue numbers this month and this quarter, it's funny to see how quickly they lose sight of that. And when you're building community and you're building a channel or nurturing a channel,

Dale Zwizinski (09:39.467)
Mm.

Dale Zwizinski (09:58.465)
Hmm.

Jared Robin (10:04.16)
that's closer to people being their actual true selves than ever. If you're not erring to delicacy, erring to not bringing that revenue on to trying something else, you're going to blow that up and lose trust in the people that you need to trust you the most.

Dale Zwizinski (10:25.73)
So Jared, those are all super good points and such a long tail strategy, but how can organizations like the B2B space, trust in, and how long does it take to trust in building this community or enabling through the community? Cause eventually there has to be a return on the investment. so like from brass tacks, like is it six months? Is it 12 months? Like what does that look like?

Jared Robin (10:36.246)
Yeah.

Jared Robin (10:46.807)
Yeah.

Jared Robin (10:56.19)
It's a great question. think I think there's in how I'm thinking about it is there's longer term super potent stuff that could be six months to a year and there's shorter tactics that you have to execute but where it starts and I've spent the last like six Let's be real like I I stepped in shit to an extent like I didn't I didn't consciously know what I was doing

when I, of genius, I actually realized I did know what I was doing, but I didn't, I didn't follow any plan. Like I had done this before. I'd done this before in fashion magazines. Maybe you've heard that around. point I'm trying to get to is starting with a unique point of view will be something that you could execute relatively quickly, within a quarter, right? From talking to your people and stuff that will set, the momentum towards everything you do and rallying the people.

Adam Jay (11:27.203)
Mmm.

Jared Robin (11:53.186)
Like community to build demand. You really want to create a movement y 'all. Like you don't just want like a, Slack group with people there. Like Slack groups go flat, fast. They go flat, they go negative real quick, right? You want to create a fucking movement. Pardon my French. I hope your audience is above 18. So, the first thing is creating a point of view that resonates with the people. What challenge do they all have?

Adam Jay (12:05.315)
Real quick.

Adam Jay (12:12.067)
You could curse on the show.

Jared Robin (12:22.326)
that you could solve, let's evangelize that challenge. What was rough genius evangelizing? You could sit with us right there like we're for everybody.

At the time there were other communities that were just senior leaders. And I thought that there was, and it was kind of like the perfect storm. You had COVID, you had a time when diversity was actually starting to creep in or like this world to be open to that a bit more four years ago, four and a half years ago. And I'm looking at all these communities and I'm like, is everyone really exclusive just for senior leaders? And side note.

Do they realize at the time senior leaders mostly looked like us? And so like, so like even if you can afford to pay, you're done, I'm like, okay, let's evangelize the problem subtly. not like, let's just say, Hey, we have a place for everybody and you don't even have to pay. And boom, boom, And I just told as many F 'ing people as I could. And, but, having that point of view was the key start to it. If I just said, Hey, I have a sales community, that was the 42nd one.

Dale Zwizinski (13:03.842)
Yeah.

Adam Jay (13:29.131)
Hahaha.

Jared Robin (13:30.056)
And some nice person would say, why are you better? But let's be real. Why are you better? Doesn't even matter. Why are you different? Matters. Why are you better? If you're competing on a better game, why are you cheaper? You win by price, you lose by price. You win by features. You lose by features, everybody. That's something that I just had an aha coming from sales, like the race.

Adam Jay (13:53.926)
Do you win by features or do you win by benefits?

Jared Robin (13:58.444)
Fair. Right. if exactly and but but it's also how you articulate the benefits to be something different. Right. So like Tesla and electric car they're not trying to make a better car. They're a whole different thing. Y 'all there there there there benefits electric. And you know there's there's more with that sales force didn't win.

Adam Jay (14:07.589)
100%.

Jared Robin (14:27.879)
by creating a better software, they said no more software!

Dale Zwizinski (14:33.728)
And I think that relates back to what I think what you were saying is for. So if we like combine those two together, benefits for you, how those benefits are generated for you is more about what the community is really about. so like you see, you see communities like sales hacker that then gets bought by outreach that then comes back out of outreach. Like what's the ultimate goal for a community?

Jared Robin (14:34.056)
different no more software software doesn't work

Dale Zwizinski (15:02.036)
outside of an organization and what's the ultimate community inside an organization?

Jared Robin (15:10.773)
So you're talking like a sales hacker before purchase by outreach and then after, right? Like what's the goal?

Dale Zwizinski (15:19.264)
Right. Yeah. Like, how's that differentiation when you're inside an organization versus like outside an organization?

Jared Robin (15:27.114)
So it's a great question. When you're outside of an organization, you could pretty much do whatever you want. When you're outside of an organization, there's a benefit because it's not obvious. You don't have one main master, so to speak, and you could create more for what the people want. It's a lot easier to think like that.

when you're with one organization, if you're not with the right organization.

You I mean, you still need to be doing what the people want, but there's a lot of organizations that are myopic at the top, going back to Adam's first question, if you're one that's making mistakes and they're governing you, like they would govern, like if their metrics aren't aligned with what will actually be successful in the community.

you're going to lose trust and stuff. So it's a lot more delicate of a walk when you were in the organization. That said, that said, if done right, it could be 10x more beneficial. And I'll give a couple organizations that built community from the ground up that are doing well right now. Clay is one of them. I just spoke to them today. Now building it from the ground up.

Dale Zwizinski (16:32.929)
Yeah.

Adam Jay (16:55.147)
Unbelievable.

Jared Robin (17:00.172)
What's really cool and how they're benefiting the people. They've created a revenue stream for a lot of people, right? Like clay agencies. They're now getting into the rev ops and like helping rev ops people be even and marketing ops people be even more.

growth oriented, right? Like these people have a tool to do this. Not every tool could do this, but they're doing a wonderful job. They've harnessed creators well, and they've created a brand where people really want to be a part of. They get value adding it to their profile. Like that's what we did with RevGenius. is what Clay is doing as well. Beehive as well is doing a wonderful job.

I think they're harnessing their community a little better on social.

Adam Jay (17:52.183)
Super recent, super recently too. I feel like I can't go on LinkedIn without seeing a Beehive post.

Jared Robin (17:56.802)
Well, if you go on Twitter, it's been even longer, right? Like they're just starting. When you post on social and you tag Beehive, just like early days with Rev Genius, the value is that post is going to perform better. And we all know that that's incredible. those are two organizations that are doing phenomenal. And is it any wonder why Clay is on the top 50 Forbes Next Unicorn list?

I would bet $1 ,000 right now they'll have a unicorn valuation within three years for sure. Probably within 18 months. I actually did bet $1 ,000 on Beehive doing that. I got it on their last community round. They actually cut my investment down because they were over subscribed so much and that was a kick you know where, but they're going to do it too. And that's exciting.

Dale Zwizinski (18:35.104)
And that's why I would argue like if we

Dale Zwizinski (18:49.654)
Yeah. And I would argue, like you were just saying, it's almost more important for communities inside organizations to almost have a wall between the organization and the community. So you can still serve the people because at the end of the day, where I've seen so much value in RevGenius is if you need something as an organization, you're going to go ask peers. You go into the community, start asking about how's this product performing? What's this pricing looking like?

I actually think communities is a huge unlock for a lot of organizations that are trying to do business development, but don't know how to do it right.

Jared Robin (19:26.4)
Yep. And I, I was just going to add organizations that view community from a growth mindset. And when I say growth, mean, acquisition, activation, engagement, retention, all of those realizing that impacts all different steps are going to be much more successful than the myopic ones that are looking at it as a pipeline alone metric.

Adam Jay (19:26.915)
think about it. Go ahead, Jared.

Jared Robin (19:56.16)
If you're looking at his pipeline alone.

Fuck you, pardon my French. look at it, because it impacts so much. And make your customers better in your product. Turn them into growth loop advocates. mean, look what Notion did. People weren't even paying for Notion, making so much money off selling Notion templates. because they viewed it more holistically throughout, Clay is doing the same, Beehive is doing the same, et cetera. Anyway, what were you going say?

Dale Zwizinski (20:01.761)
Yeah.

Adam Jay (20:26.647)
I think clay is one of best examples. We're clay partners. We love clay for many, many reasons. But I think the same thing, it's funny you said notion. People were selling notion templates. I haven't seen a ton of people selling clay templates, but I see a bunch of people giving away clay templates, which turns around to people needing to purchase clay credits to utilize said clay templates. Whatever happens on the back end, I'm not aware of.

Jared Robin (20:30.838)
You're so smart.

Jared Robin (20:54.402)
She missed.

Adam Jay (20:55.885)
I think they've done a really, really solid job. I think there's a lot of people out there though that unfortunately are using community in the wrong way and trying to utilize community to kind of incorrectly use GoToNetwork where they find out that people are looking at, and this is a story that happened to us just recently, two different products and they go to leverage that community.

People they know of you know go go tell Jared, know what a great experience you've had with such -and -such and like how awesome we are and it comes out of fucking nowhere of like Hey Jared, someone told me that you were looking at product a well I use product B and it's really like where's the fucking context like how do you keep people from? using community in this sleazy selling disgusting way that shouldn't be used and that

gives people a bad perception of community. I forwarded you an email this morning.

Jared Robin (21:55.028)
I,

I need to see that. I, I had somebody reach out to me on LinkedIn after we booted them out. And he said, I leads I need to nourish there. I said, thank you. Thank you for your honesty. Like, like I was beside myself. I'm like, I'm like, am I wrong with something? Because he was like so forthcoming. I'm like, wow, that sounds like important. Like you need to get back. I'm like, wait.

Adam Jay (22:00.515)
That's okay.

Adam Jay (22:14.095)
Ha

Jared Robin (22:29.164)
You're really telling me this? So I think, I think, you know, taking a step back, it's people getting overly tactical with everything, with everything community. you know, Community has become another channel verse like a whole thing. And I think that's like, it's a channel to spend money.

Adam Jay (22:31.501)
Yeah, but it happens.

Adam Jay (22:54.308)
Yes.

Dale Zwizinski (22:55.845)
Mm

Jared Robin (22:59.04)
and market, it's a channel to sell in. And I don't think, so I've mixed thoughts on this, right? Like I think one, that's logical and the world has gone that way and change is good. Two, that's not the original intention of community, right? So like, what does that mean for the future of community? Like this is like what I'm going on my walks in the morning thinking about.

cause you, you push. And I think, I think the word community in this channel, like will probably change, right? Like I'm going to probably push. And this is where my point of view is like, is it community? That's the most important thing. I think yes, but I don't think that's, I think it's getting conflated with a channel now too much. So what's it called now that

because it's still, know how important it is to be human, to connect with others, to give value and do all this. that, those traits used to live in communities. They live everywhere now, but is there like one central spot with them? I don't know. I don't know. So like, how is this evolving? This is still the most potent thing. How can you teach others? Is that B for C? Is that?

leading movements is, and I had this aha moment a while ago looking at like HubSpot's active community and their evangelists, like who's evangelizing for HubSpot, phenomenal brand. And it was their agencies that to gain from it. And they were the most active. And I'm like, you know, this is the way it's going. The people that are the most active in communities have businesses to gain.

Dale Zwizinski (24:49.292)
Subscribe!

Dale Zwizinski (24:54.018)
Quick question. we deliver and develop go -to -market strategies, right? And so you talk about community as a channel. Like, does this hang off of marketing? Does this hang off of sales? Does this have its own like channel, their own group inside of an organization? Like where does community fit inside an organization?

Adam Jay (25:10.777)
Mmm.

Jared Robin (25:11.851)
Mm

Jared Robin (25:17.346)
I think marketing in most organizations, I think it's go to market as a whole. think, you know, if you break it down to like the point of view that I was talking, that transcends everything. And I was thinking of like, yeah, so.

Jared Robin (25:38.558)
Everybody has revenue as a number one goal, but I think everyone also has increasing category potential as a number two goal. I just spoke about the Tesla and the Salesforce examples. Neither competed in the old category and because of it, they've created a much higher market cap. You could win a hundred percent. You're not going to win a hundred percent, but theoretically you have a hundred percent of market A that you're winning at paper clips.

Great. That's a ceiling. To increase that ceiling, you need to increase category potential. I think that's a whole GTM thing. They'll put it under marketing or depending on who you ask, like category designers and stuff like that. And then the third is increasing market cap. So how can you bring out as much revenue as possible? How can you not be myopic and say like, yeah, we're just in the SaaS space. No, I'm an owned media, so it'd be high. I'm in whatever Clay is coming out with said Clay. Clay is not in data.

No fucking way. Sure, they have data integrations with 32 different data providers, but they aren't that they're building something bigger that hasn't even been there. Beehive. Who was that before people were using HubSpot to send personally emails? No, it's a whole new thing. sure. Substack. But that's already creating something new and bigger that Beehive is doing. So you see what I'm saying? So like, that's a whole GTM. You're going to give that just to marketing. You're going to silo that? No, no, I don't think so.

Dale Zwizinski (27:07.52)
That's why I'm curious where it fits.

Jared Robin (27:10.039)
So I truly think everything is under all of GTME to align with it. everything. Sales is under everything. Product is under everything.

Adam Jay (27:17.305)
That is a whole whole I agree with you that that is that is where we will take up. That's where we'll know you're right though. And that's a great topic for when we bring you back on the show because we talk often that you can't have sales. You can't have marketing. You can't have success. You can't have product all siloed. Where does everyone fit and where do they fit together? And that is go to market. With that I would love to.

Jared Robin (27:23.884)
Sorry, PPSS cells.

Adam Jay (27:46.937)
do some rapid fire as we wrap up. think that they're, listen, community is tough and too many people want to go about it and do it the wrong way. And I think a lot of the tips that you just gave are super valuable. think if you want to start a community, expand community or even fix your community, look at some of the things RevGenius has done, look at some of the things Jared has done, listen to things Jared has said.

It's not as simple as, I want to start a Slack group. And I think that's really important to recognize. So let's go into some rapid fire. Here's the rules. 10 words or less is what you have. 10 words or less. Early bird or night owl?

Jared Robin (28:33.826)
Early birth.

Dale Zwizinski (28:36.97)
If you weren't in tech, what other profession, trade would you do?

Jared Robin (28:37.196)
Am I supposed to add eight more words? Sorry.

Adam Jay (28:40.526)
Ha ha ha.

Jared Robin (28:49.366)
something creative.

right now, either movies or something direct to consumer.

Dale Zwizinski (29:00.31)
Okay, cool. Painting.

Adam Jay (29:00.933)
Hmm.

What's your favorite guilty pleasure snack?

Jared Robin (29:13.122)
Levain cookies right now

Adam Jay (29:17.701)
What are those?

Jared Robin (29:20.954)
they are spectacular. Really cool company out of New York. Women owned and women scaled. What I mean by that is they brought on a woman CCO who's like Harry's VP of marketing, like all this. And they're in probably about half a dozen to a dozen locations, LA outside of New York, Boston outside of New York, the Hamptons.

Adam Jay (29:45.456)
You'll have to send me a link for those.

Jared Robin (29:49.665)
I will.

Dale Zwizinski (29:51.712)
What's one word to describe your RevGenius startup journey?

Jared Robin (29:59.116)
passionate.

Adam Jay (30:03.845)
What's the most used emoji in RevGenius's Slack,

Jared Robin (30:16.31)
Damn, I should have this answer off the top of my head. I think I've said like nine words. Let's give...

Adam Jay (30:23.567)
Which one do you use the most?

Jared Robin (30:26.786)
Fire or hands up? Both hands up.

Dale Zwizinski (30:31.476)
As we wrap this up, last question. What's your favorite vacation destination?

Jared Robin (30:38.572)
Caribbean.

Dale Zwizinski (30:41.387)
Yeah, man.

Adam Jay (30:41.733)
Everyone up north loves going down to the islands for the heat, especially in the winter.

Jared Robin (30:47.776)
I'm such an American that that's gone like a little outside of America. I need to I need to have Europe up there next month

Adam Jay (30:57.731)
love it. Jared, thank you so much for joining. Where can people find you? Obviously, we could go to RevGenius .com to sign up for RevGenius. Where can people interact with Jared himself?

Jared Robin (31:05.655)
Yeah.

Jared Robin (31:09.12)
Yeah, message me in RevGenius or message me on LinkedIn, forward slash Jared Robin.

Adam Jay (31:16.333)
Awesome. And thank you so much. appreciate it. Cheers.

Dale Zwizinski (31:19.084)
Are you sure? But.

Jared Robin (31:19.136)
This has been awesome.