The Exit Five Podcast

Latest Episodes:

#176: Product Marketing | Improve the B2B Buying Experience with Interactive Product Demos (with Natalie Marcotullio from Navattic) Sep 16, 2024

Show notes

This week, we're sharing a recording from an Exit Five Live Session with Natalie Marcotullio, Head of Growth and Operations at Navattic. She has a background in SEO and digital marketing for B2B sales and marketing SaaS. Over the years, her focus has shifted to full-funnel marketing, GTM strategy, and improving the digital buyer experience.In this episode, we cover

Why buyers are switching to a more "self-service" model of buying
How interactive demos stack up against traditional marketing education like videos or ads
Tips to create a product story with your interactive demo that gets you a 30% CTR
The most common questions marketers have about interactive demos

Timestamps

(00:00) - - Introduction
(09:26) - - Statistics on Product Demos
(13:29) - - Gating vs. not gating product demos
(15:48) - - Emails and personalized follow-ups post-demo
(16:44) - - Where to place the interactive demo on the website
(24:19) - - Interactive demos with complex products
(29:20) - - How to budget for interactive product demos
(32:12) - - Implementing interactive product demos in LinkedIn ads
(33:50) - - Platform recommendations for interactive product demos
(37:44) - - Use of interactive demos in the sales cycle
(39:20) - - Tracking activity and attribution in interactive demos
(40:59) - - Personalized demos for each prospect
(43:58) - - Post interactive demo conversion best practice
(48:40) - - Closing thoughts

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/

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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.

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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

#175: Strategy | Enterprise Pipeline Growth and Channel Optimization Strategies with Ruth Zive, 3x CMO and Current CMO at LivePerson Sep 12, 2024

Show notes

Dave is joined by Ruth Zive, CMO at LivePerson, who shares her journey in marketing leadership across tech and nonprofits. Ruth talks about aligning marketing and sales teams and navigating enterprise marketing.

Ruth and Dave cover:

How to align marketing and sales teams by focusing on shared goals and accountability for pipeline outcomes
The best-performing marketing channels for driving enterprise pipeline — including SEO, email, and events
Inbound and outbound strategies in enterprise sales and how they work together to build a successful pipeline

Timestamps

(00:00) - - Intro to Ruth
(04:50) - - Work-Life Balance as a CMO
(19:04) - - How to Balance Cost, Volume, and Conversion Rates in Channel Optimization
(21:41) - - Optimizing Enterprise Sales
(25:35) - - Why You Need to Align Sales and Marketing Leadership
(28:42) - - Budgeting and Measuring Brand Initiatives
(31:34) - - How to Plan for Future Revenue
(35:02) - - Quarterly and Monthly Marketing Strategy Execution
(37:08) - - Creating Weekly Leadership Priorities and a Problem-Solving Document
(42:25) - - How To Make a Good Hire

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

#174: Growth | Leveraging Partnerships to Drive Influence and Revenue with Jared Fuller, COO of OpenEd.co Sep 09, 2024

Show notes

Dave is joined by Jared Fuller, Partner and COO of OpenEd.co. Jared talks about his career journey and building businesses in B2B, and shares his expertise in partnerships and the role they play in B2B growth.

Jared and Dave cover:

How to integrate partner voices into your marketing strategy to create lasting influence and trust
Shifting from traditional co-marketing to "Nearbound" marketing, leveraging relationships for omnichannel impact
Using partnerships as a growth lever across departments, not just sales and marketing

Timestamps

(00:00) - - Intro to Jared
(06:12) - - Jared’s Career Journey in B2B
(06:55) - - Building a Multi-Million Dollar Business in Less Than a Year
(12:32) - - Omnichannel Distribution and Virtual Events
(14:15) - - The Story of Selling PartnerHacker
(19:29) - - Book Recommendation: The Sumo Advantage
(23:02) - - Why You Need to Grow Business Partnerships
(25:27) - - The Three Types of Entrepreneurs
(29:30) - - SaaS-Native vs Traditional Partner Models
(30:17) - - The Role of Ecosystem Officer in Marketing
(36:04) - - Why VC Firms Are Embracing Partner-Led Growth Strategies
(40:13) - - How To Maximize Reach Through Podcasts, Multimedia, and Partnerships

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

#173: Strategy | Merging Funnels, Targeting Multiple Personas, and Restructuring Your Marketing Team with Shane Murphy, CMO of Webflow Sep 05, 2024

Show notes

Dave is joined by Shane Murphy, CMO of Webflow, where he is scaling one of the most innovative companies in web technology. Shane shares his insights on integrating growth strategies across self-serve and enterprise funnels, building a powerful brand, and targeting diverse personas.

Shane and Dave cover:

How Webflow combined its self-serve and enterprise growth teams to streamline acquisition
Targeting broad personas and aligning messaging to meet unique needs
Brand building in B2B marketing and leveraging creative campaigns for long-term growth

Timestamps

(00:00) - - Intro to Shane
(05:41) - - The Three Pillars of Webflow’s Marketing Strategy
(09:13) - - How to Sell to Multiple Personas
(10:14) - - How to Position Your Solution on Your Website
(16:07) - - Combining Brand and Product Marketing Strategies
(19:06) - - The Art of Pricing and Packaging
(21:21) - - Why You Should Clarify Decision-Making Roles
(25:32) - - Managing Yearly Initiatives and High-Level Work Priorities
(27:00) - - Implementing Monthly and Weekly Project Check-Ins
(30:24) - - Building Trust
(33:48) - - Dedicating Yourself Personal Development Time
(40:56) - - Finding Your Career Fit

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

#172: Content Strategy | Building a Brand Strategy and Content Goldmine with Chelsea Castle, Head of Content and Brand at Close Sep 02, 2024

Show notes

Dave sits down with Chelsea Castle, Head of Content and Brand at Close. Chelsea talks about her experience in B2B SaaS and shares how to build impactful content that resonates with your audience.

Chelsea and Dave cover:

How leveraging internal and cross-functional knowledge can create a content goldmine
Why it is important to repurpose podcast episodes, webinars, and other media into multiple forms of content to maximize their value
Strategies for integrating SEO with authentic, valuable content that resonates with your audience, beyond just ranking for keywords

Timestamps

(00:00) - - Intro to Chelsea
(05:00) - - LinkedIn for B2B
(12:04) - - Chelsea’s Experience at Chili Piper
(16:09) - - Improving Content for Podcasts
(19:25) - - How to Maximize Search Impact
(20:14) - - Driving Website Traffic Through Brand Content Strategy
(26:26) - - Merging Brand and Keyword-Driven Content
(29:11) - - Aligning Brand and Content Strategy with Your Goals
(31:18) - - New Content Channels for B2B
(35:22) - - How to Measure Content Engagement
(38:58) - - Skyscraper SEO Content Strategy
(40:07) - - How to Grow Using Gated Content
(47:06) - - How to Craft a Brand Strategy

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

#171: Social Media | How to Grow Your B2B Brand on LinkedIn with Tommy Clark, CEO of Compound Aug 29, 2024

Show notes

Dave sits down with Tommy Clark, founder of his own B2B social media agency, Compound, to talk about the ins and outs of social media strategy for B2B companies. Tommy shares his journey from running social for a SaaS company to building his agency and the lessons he’s learned along the way.

Tommy and Dave cover:

Why LinkedIn is the go-to platform for B2B brands and how to maximize its potential
The importance of posting consistently to build a strong social presence
How using video content on LinkedIn can accelerate trust-building with your audience

Timestamps

(00:00) - - Intro to Tommy
(06:05) - - Why You Should Focus on One Core Social Channel
(08:18) - - LinkedIn Success Using Just Text
(10:28) - - How to Get More Audience Data through Posting Frequently
(13:33) - - The Best Niche Content for Target Audience Engagement
(17:30) - - Why Honesty is Important in Building an Audience and Network
(22:39) - - Podcast ROI Beyond Sales and Downloads
(23:22) - - Balancing Evergreen and Timely Content
(27:43) - - Challenges and Trade-offs of Scheduled Social Media Posts
(30:17) - - How to Focus on Client Success
(34:22) - - How to Grow Followers and Relevance on LinkedIn
(37:14) - - How to Maximize Direct Response Marketing with Gary Vee's Strategy
(41:46) - - How to Create Video Content for LinkedIn
(45:28) - - Why Diverse Perspectives are Important in Business
(46:25) - - How to Use Social Media for Business Growth

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

#170: Sales | How Marketers Can Be Better Partners with Sales with Jen Allen-Knuth Aug 26, 2024

Show notes

Dave sits down with Jen Allen-Knuth, founder of DemandJen. Jen shares her insights from her 15+ years in B2B Sales, from managing a quota to building great working relationships with marketing.

Jen and Dave cover:

Co-creating content with Marketing and Sales that drives better customer engagement and grows your pipeline
How Jen successfully built her audience using video on LinkedIn and leveraged it to start DemandJen
How companies should focus on genuine diversity efforts rather than superficial inclusivity

Timestamps

(00:00) - - Intro to Jen
(04:51) - - Why You Should Have a Mentor and How To Get One
(06:41) - - Sales Experiences and Becoming a Chief Evangelist
(10:12) - - Making the Lead from Side Hustle to Full Time
(14:39) - - Why Your Career Experiences Should Be Diverse
(18:03) - - The Shallow Impact of Diversity Panels
(20:49) - - How Jen Built Her Personal Brand
(24:10) - - Creating Unscripted Content that’s Still Clear
(27:42) - - Being Authentic in Marketing
(32:37) - - Don’t Use Templates for Customer Conversations
(38:59) - - Strong Relationships Between Product Marketing and Sales
(39:46) - - Being Customer-Centric
(45:08) - - Why You Need to be a Good Storyteller
(46:57) - - Challenges of Data Analysis

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

#169: Inside Exit Five | Behind the Scenes of Our Content Strategy and How We’re Building the Team Aug 22, 2024

Show notes

Dave sits down with Danielle (Head of Content at ExitFive) to share a behind the scenes look at the content strategy driving ExitFive.

Dave and Danielle cover:

How to hire a “Head of Content” and what mistakes to avoid
Behind the scenes of how ExitFive repurposes content (like this podcast!)
The fun challenges of going from a solopreneur to team of five

Timestamps

(00:00) - - Intro to Danielle
(04:21) - - Why we hired a Head of Content at ExitFive
(07:31) - - How we write our newsletter
(10:53) - - Content repurposing at ExitFive
(16:04) - - Why you should repeat yourself as a marketer
(21:01) - - How to create a culture where everyone can do their best work
(23:58) - - Why your team needs a vision to work towards
(28:51) - - Balancing Structure and Flexibility

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

#168: Social Media | How to Make Instagram Work for B2B with Jenn Herman Aug 19, 2024

Show notes

Dave sits down with Jenn Herman, an expert in Instagram marketing, who shares the untapped potential of Instagram for B2B marketers. With over a decade of experience, Jenn has become a go-to resource for brands looking to leverage Instagram's vast user base to build brand awareness and foster long-term customer relationships.

Jenn and Dave cover:

Why Instagram is a goldmine for B2B marketers and how to capitalize on its 2 billion monthly active users
How to create educational content for Instagram to build trust
Why you need to tailor your content for Instagram and your audience specifically

Timestamps

(00:00) - - Intro to Jenn
(04:36) - - Setting Goals for B2B Brands for Instagram
(08:13) - - Adapting Content Strategy for Instagram
(10:07) - - Focusing on Quality Over Quantity
(13:13) - - Using Educational Content to Build Your Brand
(18:05) - - TikTok Experts vs Short Form Video Experts
(21:11) - - TikTok, Instagram, and Content Unique to Platforms
(24:09) - - How to Use Instagram Carousels
(27:35) - - How to Use Instagram Highlights
(30:06) - - Strategies to Find Underpriced Attention
(32:24) - - Aligning Brand Image with Social Media Presence
(36:23) - - Understanding Reach Metrics
(39:02) - - Revisiting and Optimizing LinkedIn and Instagram Strategies

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

#167: Email | Email Marketing Teardown: Best Practices in 2024 with Jay Schewedelson and Pierce Uijainwalla Aug 15, 2024

Show notes

Dave sits down with Knak Co-Founder & CEO Pierce Ujjainwalla, and SubjectLine.com Founder Jay Schwedelson, two experts in the B2B Email Marketing, for a one hour deep dive into what’s working in 2024.

They cover:

Subject line strategies
Design do’s and don’ts
What makes a truly great email in 2024

This is a recording of an Exit Five Live session - to follow along with the examples, check out the deck here.

Timestamps

(00:00) - - Intro to Jay and Pierce
(03:36) - - What Personalization Looks Like in 2024
(08:21) - - Using “Friendly Froms” to Increase Open Rates
(12:34) - - How the Best Emails Are Designed
(16:16) - - How Often Should You Send Emails?
(17:20) - - Sending a Killer First Email
(22:24) - - Your Reader Needs Context
(24:09) - - Use First Person for Better Call-to-Action Buttons
(27:07) - - How to Avoid Confusing Content
(31:55) - - Why You Need To Focus On Building Trust
(33:34) - - Writing for Engagement
(41:10) - - Email Branding Trends in 2024

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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