As digital tracking wanes, companies turn to online communities for direct access to customers

As regulation and platform policies make it more difficult to track people across the internet, it has forced companies to rethink how to understand and get to know their customers. If they can’t stalk them surreptitiously, how can they gain a full understanding of their needs and wants?
The answer may lie in building or buying communities of individuals whose interests align with your company’s.
Many SaaS companies are doing just that, from big players like Salesforce and Hubspot to smaller startups, which understand the power of building a community of interested individuals who can answer q

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