The Exit Five Podcast

Latest Episodes:

#184: Brand | How to Get Sales on Board with Your Marketing Content with Kira Federer, VP of SMB Marketing at Paramount Oct 14, 2024

Show notes

In this episode, Dave sits down with Kira Federer, VP of SMB Marketing at Paramount Advertising, and formerly at companies like Reddit and Glassdoor. Kira shares her journey from sales to product marketing and the lessons she’s learned along the way.

Dave and Kira discuss:

How to align marketing and sales through co-creation to ensure your sales team uses the content you create
The value of a strong messaging framework and how it drives consistency in B2B marketing
Why you need to time your product launches and ensure that marketing resonates with both your team and the market at the right moment

Timestamps

(00:00) - - Intro to Kira
(04:54) - - Kira’s Career Journey From Sales Enablement to Product Marketing
(08:08) - - Challenges of Building Community / Getting Connected with Exit Five
(14:24) - - How To Get Sales To Use Content from Marketing
(16:59) - - How to Align Marketing and Sales Teams
(23:05) - - Effective Messaging and Having a Core Company Narrative
(28:13) - - Why You Should Identify What Differentiates Your Business
(31:56) - - How To Create Strong Brand Positioning
(34:41) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing
(36:25) - - “The Risk Of Insult Is The Price Of Clarity”

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.

Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.

Compound Growth Marketing- A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.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

#183: Strategy | How Storylane Grew Organic Traffic 10x Through SEO in 6 Months (with Madhav Bhandari, Head of Marketing at Storylane) Oct 10, 2024

Show notes

In this episode, Dave is joined by Madhav Bhandari, Head of Marketing at Storylane, a tool that helps companies build interactive product demos. Madhav shares the strategies that helped Storylane scale its website traffic from 25,000 to over 220,000 monthly visitors in just six months, using unique approaches to SEO and demand gen.

Dave and Madhav discuss:

Leveraging Demo-Led SEO for 10X website traffic growth
How targeting related product categories allowed Storylane to capture new audiences while building trust in their core market
How AI is transforming workflows, enabling faster campaign execution, improving content creation, and driving innovation in marketing strategy

Timestamps

(00:00) - - Intro to Madhav
(05:04) - - Building Brand Loyalty Through Content and Relationships
(06:24) - - Building Brand Reputation in a Saturated Market
(12:31) - - How To Strategize SEO By Capturing Existing Traffic
(14:48) - - Why Interactive Demos Are So Important
(19:23) - - How Madhav Executed Storylane’s Demo Page Project
(24:51) - - Demo-Led SEO’s Impact on Brand Search and Signups
(26:39) - - Why You Should Prioritize Website Articles Over Traditional Blogs
(29:44) - - How To Create A Compelling Offer
(35:02) - - Revenue Attribution
(38:08) - - Storylane’s Ad Truck For Brand Awareness and Searches
(43:01) - - Rethinking Email Marketing
(46:33) - - Hiring a Dedicated Writer for Impactful Newsletters
(47:17) - - Leveraging Engaged Audiences

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

#182: Growth | Building a Strong Brand, Embracing AI, and Leading a Marketing Team with Mychelle Mollot, CMO at Knak Oct 07, 2024

Show notes

In this episode, Dave sits down with Mychelle Mollot, CMO at Knak, a platform for creating, designing, and optimizing email and landing page content. Mychelle shares her wealth of experience, having led marketing efforts at IBM and various startups. She discusses her approach to leading marketing teams, scaling brands, and embracing AI in B2B marketing.

Dave and Mychelle cover:

How Knak built a brand and captured demand in a space without a known category
The balance between meeting short-term goals and dedicating some marketing budget to high-risk, high-reward experiments
How AI is evolving from a standalone tool to being embedded in the core functionalities of marketing platforms

Timestamps

(00:00) - - Intro to Mychelle
(04:31) - - Embracing Diverse Career Paths to Become a CMO
(09:15) - - Leveraging Big Company Skills in Startups
(10:06) - - Influencing Resources Without Ownership in Large Organizations
(14:28) - - Weekly Team Meeting Tips
(17:29) - - Mychelle’s OKR Framework
(22:15) - - How Knak Creates and Captures Demand
(23:47) - - How To Understand and Target Buyers
(28:13) - - Having AI Discussions With Your Team
(31:47) - - AI is Shifting from Core Component to Creative Assistant
(33:09) - - Integrating AI into Core Tools
(38:51) - - Sales and Marketing Alignment
(42:13) - - Navigating Relationships as a CMO

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

New from Exit Five: Announcing the Ultimate Roast of B2B Websites Oct 04, 2024

Show notes

Danielle Messler, Head of Content at Exit Five, joins to talk about our first-ever virtual event: The Ultimate Roast of B2B Websites. It's a one day virtual event designed to help make your website better – with live teardowns of real examples submitted by B2B marketers just like you.

She covers:

What you'll learn if you attend The Ultimate Roast
Our expert lineup of panelists who will dig into each essential section of a B2B website
How you can win prizes worth up to $80k in value

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

#181: Content | B2B Copywriting 101 with Will Hoekenga, Founder of Six Words Studio Oct 03, 2024

Show notes

Dave sits down with Will Hoekenga, seasoned copywriter and messaging consultant for B2B SaaS brands and founder of Six Words Studio. Will shares his expertise on crafting copy for high-value web pages, like homepages and product pages, that drive conversions and speak directly to customer’s needs.

Dave and Will cover:

The importance of clear positioning and how it can make or break the effectiveness of your web copy.
Why collaboration between design and copywriting is critical for creating a customer-driven page structure that leads to conversions.
How to write web copy that differentiates your brand from competitors using unique, customer-centric language, moving beyond generic industry buzzwords.

Timestamps

(00:00) - - Intro to Will
(04:35) - - Why Having A Dedicated Copywriter Is Not A More Common Hire
(08:24) - - How to Write Web Copy That Makes Your Brand Stand Out Among Competitors
(13:07) - - Simplifying Product Positioning with the CUB Framework (Confusing, Unbelievable, Boring)
(18:07) - Recognizing Your Product’s Differentiation
(22:27) - - How To Enhance Positioning and Structure with Voice and Tone
(23:26) - - 37signals' Example and Inspiration
(29:54) - - How to Collaborate on Design With Your Team
(31:57) - - Why You Should Optimize Copy with Social Proof
(37:06) - - How To Ask Customers Deep Product Questions
(41:52) - - How To Highlight Non-Negotiable Features When Outlining Product Benefits
(47:22) - - Content Structuring
(49:14) - - Embracing Imperfection in Writing
(51:54) - - Tips For Getting Inspired

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

#180: Growth | How Clay is Scaling Top-of-Funnel, Creator-Led Marketing, and SEO with Bruno Estrella, Head of Growth Marketing at Clay Sep 30, 2024

Show notes

In this episode, Dave is joined by Bruno Estrella, Head of Growth Marketing at Clay, a tool for data enrichment and sales automation. Bruno shares his experience from Webflow to Clay, where he’s leading a mix of product-led and sales-led growth strategies for B2B companies.

Dave and Bruno discuss:

Building a creator-led marketing program that encourages user-generated content and community involvement
Aligning marketing with product-led growth for self-serve models
Standing out in a crowded market by focusing on unique brand positioning and flexible use cases for outbound and inbound

Timestamps

(00:00) - - Intro to Bruno
(06:27) - - Tailoring Growth Marketing Strategies
(08:28) - - Freelancer-Generated Content
(11:14) - - Launching a Creators Program
(16:01) - - Collaborative Product Integration
(16:50) - - Quality Over Quantity in Influencer Marketing
(21:06) - - SEO Tools Development with Clay and Webflow
(26:00) - - How to Craft a Distinctly Unique Brand
(26:37) - Customizing Outbound Strategies
(29:56) - - Having a Strong Company Vision
(34:13) - - In-House SEO vs External Agency

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

#179: Growth | How to Be Great at Marketing Without Being a Subject Matter Expert with Kevin White, Head of Marketing at Common Room Sep 26, 2024

Show notes

In this episode, Dave is joined by Kevin White, Head of Marketing at Common Room, a leading customer intelligence platform for go-to-market teams. Kevin shares insights from his experience helping teams capture and act on digital breadcrumbs to optimize their marketing and sales efforts.

Dave and Kevin cover:

How to be a good marketer even when you're not the Subject Matter Expert
Signal-based marketing and how it is transforming the buyer’s journey by focusing on the right actions instead of just clicks
B2B influencer marketing plays that work

Timestamps

(00:00) - - Intro to Kevin
(05:09) - - How to Be Good At Marketing When You're Not a Subject Matter Expert
(07:47) - - Why You Should Stay Close to Your Customer
(15:06) - - How to Manage a Marketing Team with Limited Resources
(17:25) - - Eliminating Ineffective Marketing Efforts to Drive Real Results
(22:23) - - Signups and Demos Boost From LinkedIn
(23:29) - - How to Attribute ROI in Multi-Platform Marketing
(27:39) - - Creating Authentic and Valuable Content
(32:18) - - Generating Pipeline with Economic Buyer Signals
(33:59) - - Increasing Digital Touchpoints
(37:57) - - How To Maximize Actionability, Volume, and Conversion Rate
(39:43) - - LinkedIn Measurement

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

#178: Website Teardown | Breaking Down the Best Website Experiences in 2024 with Natalie Marcotullio, Head of Growth at Navattic Sep 23, 2024

Show notes

In this Exit Five Live session, Dave is joined by Natalie Marcotullio, Head of Growth at Navattic, a leading interactive demo platform for B2B marketing. Natalie is an expert in optimizing the B2B buyer journey with innovative demo solutions and data-driven strategies.

Dave and Natalie cover:

Why accessible, usable, and transparent websites is important in improving the buyer experience
How to incorporate interactive demos to accelerate the sales cycle and increase conversion rates
Public pricing and how it affects buyer trust and decision-making in B2B sales

Timestamps

(00:00) - - Intro to Natalie
(05:12) - - Why Marketing Requires Full Company Alignment
(09:39) - - Why You Should Have a Transparent Pricing Page
(12:06) - - Improving Sales Automation, Pricing Pages, and Interactive Demos
(14:53) - - How To Secure Buy-In
(17:08) - - Why Sales Responds Well to Demo-ing Benefits
(18:26) - - Commsor Teardown
(24:06) - - Andimol Teardown
(29:53) - - Directus Teardown
(34:32) - - Firstbase Teardown
(37:50) - - TeraLeap Teardown
(40:53) - - Q&A

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

New From Exit Five: Introducing Our 8 Week Marketing Leadership Accelerator Sep 20, 2024

Show notes

Matthew Carnevale, Marketing Manager at Exit Five sits to talk about our New Marketing Leadership Accelerator Program - an 8 week live program to help you advance your skills and grow your career as a B2B marketing leader.

He covers

Why structured learning tracks are a good bet for Exit Five
What's included in the program and why you should join
Who will benefit from the accelerator
How much it costs and where to sign up

Join The Accelerator Here

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

#177: Brand | Startup Brand Building with Ari Yablok, Head of Brand at Island Sep 19, 2024

Show notes

Dave sits down with Ari Yablok, Head of Brand at Island, to share his approach to creating a brand in the cybersecurity space. Ari shares his journey from agency life to leading the brand narrative at Island, where he helped build the concept of the "enterprise browser."

Dave and Ari Cover:

The key differences between category creation and strategic positioning, and why it matters for B2B marketers
The steps to building a brand story that resonates with both your internal team and your target audience
How focusing on the last 20% of branding efforts can elevate your company above the competition

Timestamps

(00:00) - - Intro to Ari
(03:24) - - Rapidly Growing Enterprise Browser Company Secures $375M in Series D Funding
(07:33) - - SEO Strategy vs Branding
(13:00) - - How Brand is an Art and a Science
(18:15) - - Challenges in Cybersecurity Branding
(19:59) - - Early Stage Marketing
(26:54) - - Cognitive Behavioral Branding
(32:03) - - How Ari Manages Projects with the Brand Team
(34:13) - - Comfortable vs. Uncomfortable Approaches to Brand Strategy
(38:31) - - What Founders Really Want to Do
(43:37) - - Balancing the Day-to-Day with Visionary Goals

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter

Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:

***

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

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