The Exit Five Podcast

Latest Episodes:

Running a Media Company Inside HubSpot with Jonathan Hunt (VP, Media and Content) Jun 29, 2026

Show notes

#368 | Dave sits down with Jonathan Hunt, VP of Content and Media at HubSpot, to talk about what it means to run a media company inside a software company, and why that framing changes everything about how you build a content team. Jonathan runs a 70-person operation reaching 50 million people a month across 17 YouTube channels and a creator network of 150. They get into how HubSpot thinks about the three jobs of content (demand gen, influence, and earned media value), why gated PDFs are dead and what's replacing them, how Jonathan's team built an AI clipping engine in a six-week sprint, and how to tell the measurement story to a public company's CFO. Plus: what Jonathan looks for when hiring, how creator partnerships actually work at scale, and why "creative freedom" without strategy is just chaos.

Timestamps

(00:00) - - - Jonathan Hunt, VP of Content and Media at HubSpot
(03:17) - - - Running a media company inside a software company
(07:47) - - - From the HubSpot blog to a network of 150 creators
(11:22) - - - How to find creators (and the tool Jonathan recommends)
(12:39) - - - The three jobs of content: demand gen, influence, and earned media value
(17:22) - - - How to tell the measurement story to your CFO
(20:42) - - - Why gated PDFs are dead and what converts now
(24:00) - - - What actually works in creator partnerships
(31:21) - - - The AI clipping engine HubSpot built in six weeks
(45:38) - - - HubSpot's public code of ethics for AI use

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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.

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Influencer Marketing, Podcasting Strategy, and Brand Driving Demand with Jess Cook (VP Marketing at Vector) Jun 25, 2026

Show notes

#367 | Dave sits down with Jess Cook, VP of Marketing at Vector, to talk about how she spent $12K on seven micro-influencers with zero UTM tracking and generated $1.1M in pipeline. Jess also breaks down why she started a brand podcast as an awareness play, how a B2C copywriting background at major CPG brands shaped the way she thinks about brand and standing out in B2B, and what it actually takes to make the jump from content leader to VP of Marketing.

Timestamps

(00:00) - - Intro
(07:00) - - Why influencer marketing made sense as a first channel
(12:15) - - Tracking pipeline without UTMs: using keyword alerts
(13:06) - - The results: 45 demos, 80%+ ICP, $1.1M in pipeline
(15:45) - - Why loose briefs outperform tightly controlled campaigns
(20:23) - - How to scale an influencer program when you're a team of two
(23:01) - - How to make your podcast an awareness magnet
(31:49) - - How to know if your podcast is working when you can't track it
(37:01) - - LinkedIn: 37K followers in 3 years and how the content strategy works
(44:58) - - Why brand and mascots aren't optional anymore in B2B

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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***

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

Demand Gen Plays for the Antisocial Buyer Jun 22, 2026

Show notes

#366 | The B2B buyer has gone antisocial. No form fills, no hand raises, just self-directed research through Google, Reddit, and AI before they ever talk to sales. In this session, you'll hear from three marketing pros about how they built a LinkedIn influencer program that doubled branded search volume, why ungating top-of-funnel content drives more meetings - not fewer, and how to build an LLM visibility page so AI models correctly answer questions about your product. Plus the case for measuring trust in hours of content watched, and much more. Featuring Judy Kimball (Consensus), Hunter Talpas (Tekmetric), and Mason Cosby (Scrappy ABM).

Timestamps

(00:00) - - How the B2B funnel has flipped
(05:52) - - Why brand is the new demand
(08:23) - - Running a LinkedIn influencer program that moves pipeline
(13:19) - - Why ungating content drives more meetings, not fewer
(15:57) - - Building for AI and LLM visibility
(19:00) - - What an LLM visibility page looks like
(24:48) - - Using async video to build trust at scale
(29:14) - - Why seven hours of content watched beats 28 touch points
(36:26) - - How to get leadership to ditch the MQL model
(42:00) - - Measuring demand gen by stage of the buyer journey

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

The Case for Influencer Marketing in B2B with Brianna Doe (Founder at Verbatim) Jun 18, 2026

Show notes

Most B2B influencer programs fail for the same reason: no defined success metrics before the first post goes live. Brianna Doe, founder of influencer marketing agency Verbatim, breaks down how to actually build an influencer program that maps to pipeline — not just impressions. She covers her "Creator Engine" framework, how to tier creators by authority and reach, and why 90 days is the absolute minimum for a meaningful pilot. If you're trying to convince leadership this channel works, this is the playbook.

Timestamps

(00:00) - - Intro
(01:00) - - Why influencer marketing is no longer optional in B2B
(03:00) - - What most companies get wrong about influencer marketing
(07:00) - - Lessons B2B can borrow from B2C influencer campaigns
(08:00) - - The creator engine: how to actually structure an influencer program
(13:00) - - How to choose the right creators for your goals
(15:00) - - How to align your team on what success actually looks like
(22:00) - - The 90-day influencer pilot framework
(25:00) - - How to coach leadership on offers, ROI, and longer B2B sales cycles
(34:00) - - How to discuss risk with clients before handing over creative control to influencers

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

How to Use AI for Content Without Creating Slop with Eoin Clancy (VP Growth at Airops) Jun 15, 2026

Show notes

Dave sits down with Eoin Clancy, VP of Growth at AirOps, to talk about what's working in B2B marketing right now. They get into the rise of the content engineer role, how to use AI to produce high-quality content without creating AI slop, and why webinars have become AirOps' top growth channel in 2026. Eoin breaks down the three signs that content is AI slop, how AirOps runs their webinar funnel end-to-end, and how they follow up with attendees without ever pushing for a demo.

Timestamps

(00:00) - - Intro and episode overview
(01:36) - - What AirOps does and the content engineer role
(07:10) - - Why good SEO principles haven't changed in the AI era
(11:34) - - AirOps' growth story: 10x revenue in 12 months
(15:01) - - The challenge of using AI without creating slop
(18:09) - - Three signs your content is AI slop
(22:08) - - How to capture and maintain your brand's tone of voice
(25:02) - - Why subject matter expertise is the best content ingredient
(31:24) - - Why webinars are AirOps' #1 growth channel in 2026
(37:18) - - How AirOps plans topics and sources webinar guests
(38:40) - - The webinar tech stack: Luma, HubSpot, Zoom, and Clay
(39:09) - - Personalized follow-up strategy and signal scoring
(43:42) - - How to build internal buy-in for a long-game content strategy
(48:49) - - How to fill a webinar without gating anything

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

How to Stand Out in B2B Marketing (with Louis Grenier, Author of Stand the F*ck Out) Jun 11, 2026

Show notes

#363 | Louis Grenier joins Dave for a conversation about what it takes to stand out in B2B marketing when everything feels the same. They get into how people really decide to buy, why most B2B brands look and sound identical, and the marketing fundamentals that hold up no matter what's changing around them. The kind of conversation that reminds you why you got into marketing in the first place.

Timestamps

(00:00) - - Intro
(04:35) - - Surviving cancer at 36 and what it taught Louis about doing work that matters
(11:31) - - Why marketers fail when they try to educate the market instead of meeting it
(16:57) - - The case for leading with one thing even when your product does ten
(19:00) - - You can't create demand you can only position into demand that already exists
(24:29) - - Why the most memorable brands use assets that mean nothing on purpose
(31:09) - - What a real point of view is for and why most companies get it wrong
(32:08) - - How to get leadership to say yes to bold unconventional marketing ideas
(42:53) - - Why pain points don't drive purchases and what actually pulls the trigger
(47:57) - - The case for saying the same thing a thousand different ways
(55:07) - - Why strong marketing fundamentals matter more in an AI world not less

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

Why Marketing Is a Human Profession Jun 08, 2026

Show notes

#362 | Dave sits down with Eddie Shleyner, founder of VeryGoodCopy.com, to talk about why great marketing copy can't be generated — it has to be written. They get into why AI writing feels flat, what separates copy that moves people from copy that just fills space, and why the process of writing is where the real work happens. Eddie also shares how he accidentally built one of the most-read copywriting newsletters on the internet and what he's learned about writing for humans after years of studying what makes people take action.

Timestamps

(00:00) - - - How Eddie accidentally discovered copywriting while writing job ads
(00:19) - - - Why marketers are starting to push back on AI-generated content
(00:20) - - - Why the best copy gives readers less — and makes them feel more
(00:25) - - - Marketing is a human profession because empathy can't be prompted
(00:34) - - - Where AI actually helps: research, not writing
(00:38) - - - How VeryGoodCopy started as a private Google Doc no one was supposed to see
(00:43) - - - Why AI writing tells you how to feel instead of letting you feel it
(00:44) - - - The experiment: Eddie wrote the same story as AI, word for word, to prove a point
(00:46) - - - What inspired writing has that AI writing doesn't
(00:52) - - - Why shortcuts in the writing process produce worse work, not faster work

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

How to Win at AEO (Answer Engine Optimization) Jun 04, 2026

Show notes

#361 | In this episode, Matt Carnevale, Head of Community at Exit Five talks with three marketers doing impactful work in AEO. AI search is changing how buyers find products, and most B2B teams are still figuring out where to start. In this session, each marketer shares what's working and wins they’ve experienced — from earned media and technical audits to homepage fixes and tracking AI visibility. Whether you call it AEO, GEO, LLMO, or EIEIO – this one’s for you. This session features guests Matt Dzugan, VP of Data Intelligence at Muckrack, Brett Bernath, Director of Product at Webflow, and Jess Joyce, Founder of Inbound Scope – an SEO and AI Search consultancy.

Timestamps

(00:00) - - - Why 80% of CMOs say AEO is a top priority — and most don't know where to start
(00:09) - - - How Muckrack used original research to get cited in ChatGPT before their product launch
(00:11) - - - Why top-of-funnel content is getting eaten by AI — and where to focus instead
(00:14) - - - Quick win #3: authority — how to show up in Reddit and third-party platforms
(00:17) - - - The sleeper tip: Bing Webmaster Tools is already giving you first-party AI data
(00:28) - - - How to handle competitor comparison content without verifiable claims falling flat
(00:44) - - - The four-bucket AEO maturity model: content, technical, authority, measurement
(00:45) - - - Why your homepage is your worst-performing page for AI discoverability
(00:48) - - - Quick win #1: technical hygiene — schema, meta descriptions, and structured data
(00:49) - - - How to identify which journalists get cited most by AI in your niche
(00:50) - - - Quick win #2: are you actually answering what your customers are asking?
(00:55) - - - Why 1 in 3 B2B SaaS sites have technical blockers killing AI discoverability
(00:57) - - - Why original research is the single best content type for earning AI citations

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

Why B2B brands should be doing influencer marketing with Ishveen Jolly Jun 01, 2026

Show notes

#360 | Dave sits down with Ishveen Jolly, founder and CEO of Open Sponsorship, to talk about what influencer and athlete marketing actually looks like for B2B brands — and why it's more accessible than most marketers think. Ishveen breaks down how a $5K March Madness campaign outperformed traditional ads, why your first influencer deal will almost certainly miss on the offer, and how to think about sports sponsorships without a Tommy Fleetwood budget. They get into audience-fit versus story-fit sponsorships, why the goal should never be a landing page click, and why most B2B teams are applying the wrong success metrics from the start. If you've ever wondered how to get into influencer or sports sponsorship marketing without a Fortune 500 budget, this is the episode.

Timestamps

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

How Snowflake Runs ABM with Casey Patterson May 28, 2026

Show notes

#359 | Dave sits down with Casey Patterson, Director of ABM at Snowflake, to talk about what ABM actually looks like inside one of the biggest companies in enterprise software. Casey breaks down how she cold LinkedIn messaged her now-boss Hillary to get her ABM decks reviewed before ever working together, why ABM works best when marketing stops thinking about credit and just focuses on helping sales get into accounts, and how she's thinking about the shift from traditional ABM plays to agent-driven ABM. They also get into geo-fenced out-of-home advertising, one-to-one field marketing plays, and why the future of ABM looks more like Netflix than a campaign calendar. Plus a surprisingly good tangent on finding mentors and how to actually get one.

Timestamps

(00:00) - - How Casey cold LinkedIn messaged her way into a mentorship
(06:03) - - What a mentor actually is and how to find one
(13:02) - - Why delusional confidence is underrated in marketing
(17:33) - - The crux of ABM: sales alignment or nothing
(20:40) - - ABM is not running digital ads to a list of accounts
(26:05) - - How Casey thinks about running a team of 23 ABM marketers
(29:00) - - A real ABM play: field event, OOH, gifting, and email at once
(35:27) - - How to figure out the right number of accounts to target
(40:28) - - Agent ABM: the three phases Casey is building toward
(43:44) - - The future of ABM: reaching people in their preferred channels
(45:46) - - How Dave uses AI to write his newsletter
(52:29) - - The bull case for marketers in the age of AI

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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