What 'Iowa Nice' Taught Me About Building B2B Communities

I have spent the last 2 months in the rural southeast corner of Iowa dealing with the aftermath of my mother’s passing. I’m not from Iowa and haven’t spent more than a week there at any one time before. This extended stay provided the opportunity for me to experience what the locals call “Iowa Nice”— a culture defined by kindness, helpfulness, and an almost instinctual sense of neighborliness.

It’s the neighbor that mowed the acre-sized lawn before we arrived, the multiple people who helped us clear out the house, and the complete strangers who stopped at our garage sale and stayed for hours to help us organize it better. ?It's a way of life rooted in respect, collaboration, and a belief in the power of community. This ethos drives people to act with kindness, not because they expect anything in return, but because it’s the right thing to do.

As a B2B marketer, it dawned on me that these principles of “Iowa Nice” can also serve as a powerful framework for building vibrant online communities. Whether it’s a customer forum, a professional group, or a user community, the same values of respect, generosity, helpfulness, and inclusion can help create spaces where people want to connect and contribute.

The Challenges of B2B Communities

Online our interactions increasingly feel impersonal and some outright hostile. Too many digital spaces are plagued by trolling, exclusion, and toxicity, creating environments where people are hesitant to participate or share. According to Pew Research, 41% of U.S. adults have personally experienced online harassment, and 25% have experienced more severe harassment

This makes intentional community-building more important than ever. Just as “Iowa Nice” thrives on active kindness and mutual respect, the most successful online communities are built on shared values and purposeful engagement.

B2B communities have the potential to create immense value—for customers, partners, and organizations alike. However, they’re not without challenges:

• Engagement gaps: Many B2B forums and communities struggle to move beyond transactional interactions.
• Trust issues: A lack of transparency or overly promotional content can erode trust.
• Limited inclusivity: Often, only a few voices dominate, leaving others feeling sidelined.

To overcome these challenges, B2B community leaders must intentionally design communities that prioritize meaningful connections and shared value. That’s where the principles of "Iowa Nice" come in.

What 'Iowa Nice' Teaches About Building B2B Communities

1.????? Prioritize Politeness and Respect

In Iowa, respect is the foundation of every interaction. In B2B communities, this means fostering civil discourse and professional collaboration.

• Set clear guidelines for respectful engagement.
• Model positive behavior as a leader or moderator.
• Use tone and messaging that reflect empathy and professionalism.

2.????? ?Encourage Generosity

Helping others is second nature in Iowa, and the same should hold true in a B2B context.

• Recognize and reward members who go out of their way to assist others, whether by answering questions, sharing resources, or offering advice.
• Foster a culture of knowledge-sharing rather than hoarding.

3.????? Build Personal Connections

"Iowa Nice" thrives on personal relationships, and B2B communities should, too.

• Highlight individual success stories or member contributions.

• Celebrate milestones, like anniversaries, product launches, or new certifications.

4.????? Emphasize Inclusivity

Just as "Iowa Nice" ensures everyone feels welcome, thriving B2B communities actively include diverse voices and perspectives.

• Ensure that discussions are accessible to members at all levels of expertise.
• Create opportunities for quieter voices to share their insights, such as through facilitated discussions or smaller breakout groups.

Real-World Examples of 'Iowa Nice' in B2B Communities

Several successful B2B communities already embody these values and show how the principles of kindness, respect, and helpfulness can transform B2B communities into hubs of innovation and trust.?

• Salesforce Trailblazers: A community that fosters peer-to-peer support, where members share knowledge and celebrate each other’s professional achievements.
• HubSpot Community: A space that emphasizes inclusivity and provides tools for members to help one another, from sharing marketing tips to solving software issues.
• Microsoft Power Platform Community: A forum where participants regularly share tutorials, templates, and advice to help others get the most out of their tools.
• Genesys Community: Genesys, a SaaS customer experience platform, has developed an online community where customers can share knowledge, ask questions, and collaborate on best practices. They've also introduced innovative engagement methods, such as a TV-show-like series where staff pre-record videos on specific topics and answer customer questions, humanizing the customer experience and enhancing engagement.
• Gain Grow Retain: This vibrant, free, and open community is specifically tailored for customer success leaders within the B2B SaaS sector. Its foundation is built on mutual support and knowledge sharing, providing a platform for professionals to collaborate, share insights, and grow together.

"Iowa Nice" isn’t just a quaint cultural phenomenon—it can act as a roadmap for creating meaningful, connected communities. Whether offline or online, kindness, respect, and helpfulness are timeless values that bring people together. These values are just as critical in online communities as they are on a gravel road.

By embracing the principles of "Iowa Nice”, you can create communities that are not only successful but also deeply meaningful. These are the spaces where ideas flourish, collaboration thrives, and every member feels like they’re part of something bigger. As you participate in or lead online spaces, I encourage you to think about how you can bring a little "Iowa Nice" to the digital world. What small acts of kindness or inclusion could you take today to make someone feel welcome?

I appreciate you and the time you took to read this article. You can find more articles like this on my blog, The Truth About Marketing. Follow me here on LinkedIn or on X (formerly Twitter) @rwhitecabbell for more insightful content related to B2B marketing.