B2B Marketing with Dave Gerhardt

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Peter Mahoney, Chief Commercial Officer at GoTo, and author of The Next CMO, shared strategies for building and leading high-performing marketing organizations.Peter covers:10 Guidelines for building (or re-building) a marketing organizationRunning marketing: how to build your CMO operating system5 strategies for effectively leading an organizationTimestamps(00:00) - - Intro to Peter (05:08) - - Are there requirements for being a CMO? (10:06) - - Do you really want to be a CMO? (10:35) - - How CMOs spend their time (11:18) - - 10 Guidelines for building (or re-building) a marketing organization (13:05) - - 1. Align to your marketing strategy (14:05) - - 2. Ensure the financial model supports your organization (16:00) - - 3. Make it simple (16:35) - - 4. Build in clear accountability (17:51) - - 5. Resist layers (19:31) - - 6. Do not design around the individual (22:15) - - 7. Clearly define what is a service center and what is an outcome center (22:53) - - 8. Build the smallest organization necessary (24:04) - - 9. Make a hiring decision as difficult as laying someone off (25:04) - - 10. Define your full-time vs. part-time vs. outsource strategy (27:52) - - Running marketing: Building your CMO Operating System (29:15) - - 5 strategies for leading marketing (32:02) - - Q&A (39:28) - - Closing Remarks Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

When done right, paid spend is like throwing gasoline on the flames of what’s working in your marketing. Done wrong – it’s just a huge waste of time and money.In this episode, Dave Gerhardt hosts an live session with John Short, CEO of Compound Growth Marketing (CGM), and Kym Parker, SVP of Media Strategy at CGM, who walk through tried and true strategies they’ve built from managing over $50 million in paid spend.They also cover:How to choose which strategy is best for you and exactly how to target the right ICPThe three keys to successful paid media, like setting up actionable reportingHow to identify how much you can spend for leads/account at each stage of the sales and marketing funnelTimestamps(00:00) - - Intro to John and Kym (07:29) - - Choosing the Perfect Paid Media Strategy (11:57) - - The $100 CPL Myth (15:32) - - Three Keys to Successful Paid Media (18:10) - - Qualification Is Critical in ABM Success (19:48) - - How You Should Think About Bidding Algorithms (22:32) - - Prospect Experience: The Campaign Funnel (24:12) - - Using a Multi-Channel Approach (29:32) - - Mid-Intent Funnel Examples (33:04) - - Executing on a Paid Acquisition Strategy (39:13) - - Tailoring Your Messaging for Buying Committee Engagement (43:47) - - Balancing Funnel Strategies (46:28) - - Justifying Higher Costs (50:43) - - Channel Testing and Target Comparison (52:08) - - How to Master Paid Media in Enterprise Marketing Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, we’re delivering another B2B marketing lesson in under 10 minutes.Matthew Carnevale, Marketing Manager at Exit Five, breaks down the story behind the best ad he’s ever created—one that generated $77,822 in MRR over two years. Spoiler: it wasn’t fancy production or clever wordplay. The secret? Raw, undeniable social proof.Matthew shares why raw social proof, like screenshots, before-and-after results, and authentic testimonials, outperforms polished case studies or logos. By the end, you’ll know how to gather and use social proof effectively to make your marketing efforts stand out and drive real results. Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

This episode is from Drive 2024, Exit Five's first-ever in-person event for B2B marketers in Burlington, Vermont. Ross Simmonds, Founder of CEO at Foundation & Distribution.ai , hosted a session on creating and distributing B2B content that drives real results.Ross covers:Why "create once, distribute forever" should be your mantra for content marketing.How to blend educational, engaging, entertaining, and empowering content to captivate your audience.Tactical approaches to dominate distribution channels like LinkedIn, Reddit, and niche communities.Timestamps(00:00) - - Intro to Ross (02:55) - - Content Creation Mistakes (05:49) - - Thinking Like a Modern Media Company: Distribution Strategy (09:22) - - Crafting and Distributing Engaging, Impactful Content (14:19) - - How to Continuously Engage Your audience (17:10) - - Optimizing Strategy through Reddit and Niche Communities (24:07) - - Tactical Content Distribution Tips (29:54) - - Embracing AI and Automation (33:38) - - Framework: Research, Create, Distribute, Optimize (35:15) - - Creative Strategies for Engaging Your Online Audience (36:43) - - Write Casually: Communicate Like a Friend (41:30) - - The Power of Reusing Stories in Content Creation Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, Dave is joined by Sylvia Lepoidevin, CMO of Kandji, a leading platform for managing and securing Apple devices in the workplace. Sylvia shares her journey from employee #4 to CMO at Kandji, driving the company’s growth to a $850M valuation. She talks about her experience building efficient marketing teams, leveraging AI, and creating impactful brand experiences.Dave and Sylvia cover:How AI is reshaping marketing roles and enabling smaller, more efficient teamsStrategies for internal marketing that align and energize cross-functional teamsProduct launches and creative campaigns for brand-driven growthTimestamps(00:00) - - Intro to Sylvia (05:23) - - From 1st Marketing Hire to CMO (10:08) - - Understanding Equity and Financial Outcomes (12:50) - - Wealth and Career Growth (15:30) - - Why It’s Important to Have a Clear Career Narrative (20:22) - - Mastering Storytelling in Team Meetings (25:31) - - How to Engage Your Team (26:07) - - Leveraging Feedback Loops to Build a Successful Team (31:38) - - AI Is Enabling Smaller, More Efficient Teams (35:21) - - AI’s Impact on Marketing (38:21) - - How Kandji Is Expanding Their Team (41:12) - - Achieving 10x Growth Through Product-Led Strategies (44:52) - - Leveraging Competitor and Apple-Specific Keywords (48:16) - - Minimizing Hiring Risk: Test Roles First Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, we’re delivering another B2B marketing lesson in under 10 minutes.Matthew Carnevale, Marketing Manager at Exit Five, introduces the "Billboard Test," a mental model to evaluate whether your marketing copy can grab attention in an instant. Inspired by how billboards must captivate drivers at full speed, this test helps you refine your ads, social posts, and emails for today’s audience.Matthew shares three key elements of the Billboard Test—concise messaging, eye-catching visuals, and memorability through creativity—and explains how to apply them to make your marketing impossible to ignore. By the end, you’ll know how to capture attention and hold it, even in the busiest of feeds. Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

This is a re-run of one of our top episodes, where Dave is joined by Kyle Coleman, CMO at Copy.ai. Kyle went from Individual Contributor to Senior Director at Looker and Director to CMO at Clari. During his time there, he helped both companies 10x their revenue.In this episode, they chat aboutThe importance of leadership team alignment and why the CRO & CFO should be your best friendHow marketing can impact pipeline and the standard it should be held toWhy you should build a marketing calendar around the product roadmapTimestamps(00:00) - - Kyle's exposure to B2B marketing and strategy (06:51) - - Gaining expertise in marketing metrics and standards (11:29) - - Balancing Efficiency and Creativity in Sales Outreach (15:08) - - Importance of an Internal Partnership with the Sales Team (17:48) - - Aligning marketing goals with revenue generation (19:31) - - Co-creating Qualified Opportunities with ICP (24:36) - - Importance of Sales and Marketing Collaboration (30:18) - - How CROs and CMOs can balance long-term vision and short-term outcomes (35:28) - - The lightning strike strategy (36:21) - - "Marketing Moments:" Calendaring significant events to drive business goals and team performance (39:37) - - Using Shield analytics to identify and repost popular content (47:13) - - How to simplify complex questions to extract key insights (50:40) - - Building a networking resource for professional growth (53:43) - - Closing thoughts Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In today's challenging business landscape, marketers face the daunting task of not only crafting an efficient marketing plan, but implementing it quickly, proving its value, and continuously adapting the plan on the fly. The ever-changing macroeconomic environment adds an extra layer of complexity, making success even harder to achieve.In this episode, Rowan Tonkin, CMO at Planful, and Dave Gerhardt, Founder of Exit Five, lead you through the essential steps to building your plan, getting it approved, and unlocking the full potential of your marketing efforts.They cover:Tips to build a powerful marketing plan that aligns with your business objectives.Strategies to gain plan approval from executives and board membersBest practices and practical approaches to flawlessly execute your marketing plan, turning ideas into measurable results.Insights into the advantages of scenario planning and how it can prepare your marketing team to adapt to the ever-changing economic landscape. Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Devin Reed, Founder of The Reeder and expert in content strategy, shared a session on building a strong personal and company presence on LinkedIn.Devin covers:Identifying your “one word” to own and dominate a category on LinkedIn.Why your content strategy should focus on personal LinkedIn profiles for max reach and engagement.A step-by-step framework for producing and distributing CEO or executive-led LinkedIn content.Timestamps(00:00) - - Intro to Devin (06:11) - - How to Build Trust at Scale (12:04) - - 10 Undeniable Reasons B2B Leaders Should Get Active on LinkedIn Right Now (14:16) - - Pick Your “One Word” to Guide Your Content Category (19:30) - - How to Narrow Your Audience (26:28) - - How to Pick Content Pillars & Topics (30:55) - - Outlining Your Production Process (32:49) - - How to Measure & Iterate LinkedIn Success (37:48) - - Using Company Pages vs Personal Pages (38:29) - - Communicating with Your CEO (39:41) - - How to Get Your Whole Team Involved in LinkedIn (40:22) - - Niching Down with Your “One Word” (41:51) - - Prioritizing Engagement on LinkedIn (43:02) - - Applying This Framework to Other Channels (43:18) - - Revising Your Voice and Tone (45:13) - - How to Pick Your “One Word” (Revisited) (47:18) - - Reach Versus Teach Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, Dave is joined by Andrew Davies, CMO at Paddle, a company providing complete payments infrastructure for 4,000+ software businesses globally. Prior to Paddle, he was VP of Corporate Marketing at Optimizely, following the acquisition of his startup. Dave and Andrew talk about the marketing strategy at Paddle, managing a team of 30 marketers, the fundamentals of effective B2B marketing, and their mission of being the most helpful brand in their space.Dave and Andrew also cover:The importance of first principles in B2B marketingHow to structure and scale a marketing teamHow to differentiate in a crowded marketTimestamps(00:00) - - Intro to Andrew (08:01) - - From Startup Founder and CMO to Head of Marketing (13:36) - - Starting Out at Paddle (16:22) - - First Principles for Building Out Marketing (19:00) - - Positioning and Messaging in a Crowded Market (20:15) - - Leading a 30-Person Marketing Team at Paddle (25:59) - - The Key to Being an Effective Leader (28:28) - - Distributing and Prioritizing Tasks on the Marketing Team (33:55) - - Marketing Strategy at Paddle (35:36) - - What is Your Marketing Team NOT Doing That is Considered a Best Practice for Every Other Company? (39:08) - - AI in B2B Marketing (42:01) - - Closing Remarks Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, we’re delivering another B2B marketing lesson in under 10 minutes—no fluff, just practical insights.Matthew Carnevale, Marketing Manager at Exit Five, discusses the difference between goals, strategies, and tactics—a framework every marketer needs to plan effectively.Matthew explains why strategy is the guiding principle behind your plan, how it keeps your team focused, and shares real-world examples of aligning tactics with strategy.  Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Natalie Marcotullio, Head of Growth and Operations at Navattic, shared strategies on how to say “no” when faced with competing priorities in marketing.Natalie covers:How to establish a marketing framework that simplifies decision-making and helps you say no effectively.A three-step process for communicating priorities with your CEO and leadership team.Quick-win productivity hacks that offer simple ways to say “no.”Timestamps(00:00) - - Intro to Natalie (05:35) - - The “stress spiral” at work (07:27) - - How to stop the stress spiral and decide what’s most important to work on (09:24) - - Natalie’s marketing framework: Unique + Valuable (10:32) - - Examples of creating a unique and valuable marketing framework (12:22) - - Why having a framework works (15:09) - - Step #1 of saying “No”: Ask the Why (18:46) - - Step #2 of saying “No”: Swap it out (20:52) - - Step #3 of saying “No”: "Let’s experiment with it" (23:46) - - Small ways to say “No” (29:55) - - Natalie’s weirdest ask she’s received (and had to say no to) (30:57) - - How to know you need to get better at saying no (31:55) - - Giving context and rationale when saying yes (32:45) - - How to get your team to think with a marketing mindset and actively bring ideas to you (33:53) - - Teaching the “yes/no” framework: How does it play out when your team uses your own tricks on you? Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, Dave is joined by Priscilla Barolo, former head of comms at Zoom (for nearly 10 years, including the pandemic) and current Head of Marketing at Neat, an Oslo-based video tech company. Neat’s tech is used around the world from major enterprises like Atlassian to the White House. With a decade-long career at Zoom, including during its hypergrowth through the pandemic, Priscilla is a expert in communications and B2B marketing leadership.Dave and Priscilla cover:The path from communications to marketing leadershipThe unique challenges of marketing a physical product in the B2B tech spaceBuilding and scaling a global marketing team at a high-growth, remote-first company Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Lashay Lewis, Founder of Authority Plug, hosted a session on making the transition from in-house marketing to building a solo business.Lashay covers:How to niche down by focusing on one problem for one ideal customer profile.Why it’s important to develop a strong point of view to stand out in your category.How to create a repeatable, results-driven process that builds trust and sells your serviceTimestamps(00:00) - - Intro to Lashay (06:22) - - When Change Outweighs Pain Of Staying The Same (10:00) - - Step One: Narrow Your Job Description (12:37) - - Step Two: Develop a Strong Point of View (15:23) - - Step Three: Use the L.O.C.K Formula (21:30) - - Step Four: Let the Process Sell Itself (25:32) - - Niche Consultants vs. Agencies Are The New Normal (28:28) - - “Live Your Dash” (31:22) - - How to Approach Selling Your Brand vs. Your Name (32:43) - - How to Figure Out Your Niche (35:39) - - Closing Remarks Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Pranav Piyush, Co-Founder & CEO of Paramark, hosted a session on one of B2B's biggest challenges: measurement and attribution.Pranav covers:Why attribution models like first-touch and last-touch are outdatedHow to prove the incremental impact of marketing channels, including search, social, email, podcasts, billboards, and brand.How to present marketing's value to the CFO and CEOTimestamps(00:00) - - Intro to Pranav (06:49) - - Marketing IS Measurable (07:32) - - What Does Attribution Mean? (10:47) - - Do Search Ads Drive Incremental Sales? (12:04) - - How To Find Cause From Search > Impression > Click > Conversion (13:57) - - Google’s Conversion Lift (15:24) - - Do Social Ads Drive Incremental Sales? (16:50) - - Tracking Demo Bookings vs. LinkedIn Impressions (19:05) - - Do Emails Drive Incremental Sales? (21:35) - - Do Podcasts Drive Incremental Sales? (24:26) - - Do Billboards Drive Incremental Sales? (26:50) - - How Do You Measure Brand? (31:45) - - Why You Should Experiment to Understand Attribution (33:55) - - The Long Term Impact of Brand Equity (35:40) - - How to Measure the Impact of Videos and LinkedIn (36:53) - - Impressions vs Results (40:03) - - Impressions vs Demos (44:00) - - Wrap Up Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, we’re delivering another B2B marketing lesson in under 10 minutes—no fluff, just actionable insights.Matthew Carnevale, Marketing Manager at Exit Five, breaks down a core copywriting skill that every marketer needs: crafting a hook that grabs attention right away. Too often, marketers "bury the hook" by failing to get to the point, leaving potential customers scrolling past.Matthew shares the top three elements of a strong hook, why questions don’t work as well as statements, and real-world examples of hooks that have proven to be irresistible. By the end, you’ll know how to create concise, clear, and compelling hooks that keep people engaged from the first word. Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, Dave is joined by Taylor Udell, Head of Growth at Champify, a sales intelligence platform that helps B2B sales teams identify key contacts for more effective outreach. With experience at companies like Twilio and Heap, Taylor shares the marketing strategies she’s used to drive growth in sales-led organizations.Dave and Taylor cover:How Champify drives awareness through events, LinkedIn organic, and thought leader adsWhy they stopped doing direct response ads and are seeing better results with high-value content assetsWhy cold calling is an effective channel in Champify's sales-led approachWhy they chose to stop hiring freelancers and agencies and instead opted to build expertise in-houseTimestamps(00:00) - - Intro to Taylor (04:08) - - How to Build Product Awareness (08:42) - - Why Thought Leader Posts Are a Better Approach Than B2B Ads (11:00) - - How To Measure LinkedIn Effectiveness (14:59) - - Areas Where Taylor Hopes to Drive Revenue Growth at Champify (19:34) - - Why Cold Calling Works at Champify (21:17) - - Measuring Success Between Sales and Marketing (23:18) - - Why Champify Stopped Using Direct Response Ads and Is Seeing Better Results with High-Value Content Assets (27:03) - - Driving Higher Intent with Content Assets (29:24) - - Why Champify Stopped Outsourcing Until They Had a Definition of “Good” (32:12) - - Measuring Success Without Gating Content or Generating MQLs (35:04) - - Advice for New Marketing Leaders (38:37) - - Closing Remarks Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, Dave is a guest on the We're Not Marketers podcast, hosted by Zach Roberts (Founder of Break Into Product Marketing), Eric Holland (current Product Marketer at Klue), and Gab Bujold (Founder at Press X to Market). They sit down to talk about Dave’s journey in B2B marketing—from marketing manager to CMO—hosting a podcast for B2B marketing, and organizing Exit Five’s first-ever in-person event, Drive in Burlington. Plus, Dave answers one important question: Are product marketers actually marketers?We’re Not Marketers and Dave also cover:One way “frameworks” might hurt your product storytelling.Why you can’t just start a podcast in B2B without this obvious skill?What Dave said is “the most important role in B2B marketing”.Don’t tell sales “what to do”. They almost never listen. Do this instead.Why “messaging by committee” sucks.Good news! The "80% difference" to great B2B marketing, uses two common PMM skills.How can we (product marketers) simplify B2B marketingTimestamps(01:05) - Dave's Journey and Podcasting Tips (05:53) - The Importance of Product Marketing (07:51) - Early Stage Marketing Strategies (15:04) - Building Trust and Influence in Startups (21:59) - Positioning and Messaging Challenges (26:17) - Addressing the Decline in Win Rate (28:50) - Importance of Executing Positioning (29:23) - Casual Conversation and Personal Interests (30:24) - Messaging Torture Chamber (30:57) - Marketing Strategies: Brand vs. Content (32:40) - Event Marketing Insights (34:25) - Simplifying B2B Marketing (38:04) - The Role of Podcasts in B2B Marketing (44:49) - Conclusion and Upcoming Events Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

In this episode, we’re delivering another B2B marketing lesson in under 10 minutes—no fluff, just actionable insights.Matthew Carnevale, Marketing Manager at Exit Five, dives into a fundamental principle every B2B marketer should understand: you can't fake urgency. Real urgency isn’t something you create from thin air - it’s something that’s baked into your go-to-market strategy.Matthew shares examples from Exit Five’s playbook, like driving urgency through limited event tickets and exclusive launch discounts, and explains how to adapt these techniques for any B2B setting.  Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Dave hosts a marketing leadership panel with Peter Mahoney, CCO of GoTo, Tara Robertson, CMO at Bitly, and Amrita Mathur, Head of Marketing at Zapier. These marketing leaders open up about their experiences and share actionable advice to help you lead, manage, and set goals for your marketing team. Dave, Peter, Tara, and Amrita cover:Why business literacy is so important for marketing leadersHow to set goals for your marketing teamEach panelists biggest career risks — what worked, and what did notPractical frameworks for managing short-term demands while staying committed to long-term goalsTimestamps(00:00) - - Intro to Peter, Amrita, and Tara (07:02) - - One Piece of Advice for Marketing Leaders (14:30) - - How to Set Goals For Your Team (23:41) - - Framework for Short-Term vs Long-Term Pipeline Goals (26:15) - - Budgeting for Short-Term vs Long-Term Goals (28:45) - - How to Work with a Difficult Counterpart (31:08) - - Panelists’ Biggest Career Risk That Worked (35:32) - - Panelists’ Biggest Career Risk That Did NOT Work (38:08) - - How to Lead your Team When You’re in a Leadership Rut (46:29) - - How to Navigate a New Leadership Role (49:53) - - Making Uncomfortable Decisions as a Leader (53:06) - - Does CEO = CMO? (54:49) - - When to Reconsider Your Strategy (58:14) - - Closing Remarks Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***This episode of the Exit Five podcast is brought to you by our friends at Revenue Hero. It’s 2024, your buyer has probably moved on to an alternative after a few minutes of not hearing from you, let alone 29 hours.What those companies need is automated scheduling for qualified leads.And that’s where RevenueHero comes in. Their platform is the fastest way for qualified leads to schedule a meeting with your sales team. Plus they have the most sophisticated matching algorithm so all your leads get booked with the right rep whether they are a new account or already a customer. Check them out at revenuehero.io/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more