Building Impactful Tech Communities
with Veeam’s V-100 Model

At our latest Community Leaders Forum, we welcomed Nikola Pejkova, Community Manager at Veeam Software, who shared an inside look at how Veeam has built and sustained one of the most respected community programs in the tech industry: the V-100.

From Startup to Global Leader

Veeam started in 2006 as a small backup and data protection company and has grown into a global leader, protecting data for over 500,000 customers and 2.5 million Microsoft 365 users. With offices in 30+countries and a workforce of around 5,500, Veeam’s scale makes community not just a nice-to-have, but a strategic necessity. As Nikola put it:

“There’s no alternative way to support such a large audience than through the community.”

The V-100 Concept

The V-100 is an umbrella for three distinct programs:

• Veeam     Vanguards – external experts and thought leaders who share deep     technical knowledge.
• Veeam     Legends – active contributors on Veeam’s Community Hub and R\&D     forums.
• Veeam     MVPs – internal employees in technical, customer-facing roles who go     above and beyond.

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Together, these groups form a tight-knit network of around100 members globally. The size is intentional and there is no intention to grow bigger because over the years they have confirmed that it’s working perfectly in the size of the group as it is now.

What Makes It Work?

Several factors stand out in Veeam’s approach:

• Clear Entry and Renewal Process
  Membership isn’t permanent. Applications and renewals happen annually, based on contributions such as blog posts, forum activity, and participation in initiatives. It was invitation-only in the first year, but since then there exists an application process that happens once per year.

• Diverse Engagement Opportunities
  Not everyone wants to be on stage. Some prefer writing, others thrive in technical forums. Veeam offers multiple ways to contribute, from beta testing and ideation to speaking at events.
• Strong Cross-Functional Support
  Although the community team is just three people, they collaborate across product strategy, marketing, and events. Community members influence product development, speak at conferences, and even feature in executive presentations.

Focus on Inclusion

‍Recognizing the gender imbalance in backup and recovery roles, Veeam launched Women and Allies in Tech (WAIT) to encourage more women to join and thrive in the community. They are struggling to have more women as members—not because they cannot join us, but simply because there are not so many women working in the backup area.

Beyond Digital: Real Connections

‍While the Community Hub provides a robust online space for articles, Q&A, and ideation, physical meetups remain crucial. The annual V-100 Summit and local Veeam User Groups create opportunities for members to connect face-to-face. It’s not just about learning product-wise, but also to get in touch with people that are part of the community.

Measuring Success

Community ROI is notoriously hard to quantify, but Nikola tracks indicators like content volume, engagement on the Hub, and participation in initiatives. More telling, though, are the stories: members who started as admins and are now CTOs, or who credit their V-100 status for career advancement:

“When they go to an interview and say they are a Veeam Vanguard, the technical person interviewing them is always aware of the program—and it gives them additional credit.”

Lessons Learned

‍Nikola’s biggest takeaway? Stop waiting for approval. Her recent initiative—monthly V-100 Exclusive Sessions with product managers and partners—has been a hit:

“I just didn’t want to waste time to get some support… I had an idea, I executed it.”

Key Insight for Community Leaders

‍Keep your community human-sized, offer diverse ways to contribute, and protect it from marketing overload. As Nikola emphasized: “We are very protective of this group from any kind of marketing.” Authenticity builds trust—and trust builds impact.

Want to explore Veeam’s approach? Check out their Community Hub and see how they combine technical depth with genuine connection.

Veeam100 Directory | Veeam Community Resource Hub

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