[Un]Churned – The No. 1 Podcast for Customer Retention B2B Communities Aren't Dead, Your Outdated Metrics Are ft.Jon Wishart & Brian Oblinger
Feb 25, 2026
Brian Oblinger, community strategist who scales B2B communities, and Jon Wishart, VP of Community Strategy at Gainsight with decades measuring community impact. They compare old vanity metrics to business-driven cohort analysis. They discuss AI shrinking pageviews but not value. They explain shifting community ownership, measuring retention and expansion, and how communities will focus on connection and collaboration.
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Community Is A Flexible Venue For Customer Connection
- Community is a venue to connect customers with each other and the brand, not a single-use tool.
- Jon Wishart frames community as flexible across support, success, marketing, and product use cases that together create a one-stop shop.
Build Community Around Multiple Use Cases
- Map community to concrete use cases across support, success, marketing, product, education and DevRel.
- Jon Wishart recommends collecting many use cases over time to build a best-in-class, multifunctional community.
Vanity Metrics Hide Community Business Impact
- Operational metrics like member counts and pageviews are outdated proxies for business impact.
- Jon Wishart urges blending community analytics with CRM/CS data to show correlations to churn, expansion, and support cost reduction.