Podcasts about b2b marketers

How to Optimize Your PPC Campaigns for Maximum Impact Every Pay-Per-Click campaign has symptoms. While some are mild, others can be critical. With the B2B marketing environment becoming more competitive and as budgets continue to shrink, ensuring your PPC campaigns are well thought out and “healthy” is imperative. So how can B2B marketing teams ensure they run high-performing PPC campaigns? That's why we're talking to Serge Nguele (Founder, Your PPC Doctor), who shares proven strategies and expert insights on how to optimize your PPC campaigns for maximum impact. During our conversation, Serge emphasized the value of understanding PPC as a tool to test market assumptions and validate messaging. He also highlighted common pitfalls that B2B marketers should avoid such as launching campaigns without a clear strategy, relying on poor or incomplete tracking, and generic ad copy that doesn't resonate. He advised that teams must fix their tracking, define what business success looks like, segment audiences with intention, and relentlessly test to discover what drives conversions. Serge stressed the importance of having a comprehensive, full-funnel approach to maximize the potential of PPC campaigns through Google and Microsoft ads. He also shared his “no excuses, no complaints, no self-pity” philosophy to illustrate the mindset required to drive stronger results and leverage the true potential of PPC. https://youtu.be/oSmgdh2Jfgw Topics discussed in episode: [2:13] The importance of PPC in B2B marketing [4:49] Some common misconceptions and pitfalls in PPC [15:04] How B2B marketers can avoid major PPC pitfalls [23:11] Practical steps to optimize PPC campaigns for predictable results Fix your tracking Define success in business terms Segment your audience in a smart way Differentiate messaging based on audience's stage in the funnel Testing relentlessly [29:22] How AI is reshaping PPC and what B2B marketers must prepare for Companies and links mentioned: Serge Nguele on LinkedIn Your PPC Doctor Transcript Christian Klepp  00:01 Every pay per click campaign has symptoms. Some are mild, while others are critical. With the marketing landscape becoming more competitive and budgets shrinking, ensuring your PPC (Pay-Per-Click) campaigns are well thought out and healthy is imperative. So how can marketing teams ensure they optimize their PPC campaigns for maximum impact? Welcome to this episode of the B2B Marketers in a Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Serge Nguele, who will be answering this question. He’s the founder at your PPC doctor who specializes in implementing PPC solutions for companies. Tune in to find out more about what this B2B marketers mission is. Okay, and here we go. Mr. Serge Nguele, welcome to the show.  Serge Nguele  00:49 Thank you for having me, Christian. How are you today? Christian Klepp  00:52 I’m great, and I’m really looking forward to this conversation, because I’ll be honest with you, I was looking through the archive of all the past episodes, and I have to say nobody has been on the show that is going to talk about this topic, so this is the first time. Serge Nguele  01:05 Oh, yeah, good to hear. We’ll try to bring some value to all the millions of you know listener out there. Christian Klepp  01:13 Absolutely, absolutely. So let’s dive in, because I think this is going to be an interesting topic. And I don’t know about you, perhaps you run across this many times, but in my space and in my network, the moment people hear pay per click or PPC, they get a little bit like, I don’t know. Oh, I’m not sure. And this is part of the reason, a big part of the reason why I’ve asked somebody like yourself to come on the show. It’s to take the ickiness out of this topic and get them to understand why it’s important, right? So let’s dive into the first question. Okay, so Serge, you’re on a mission to listen. I love this one. Listen, diagnose and prescribe the right paperclip solutions for B2B companies. So for this conversation, let’s focus on the topic of how to optimize your PPC campaigns for maximum impact. So I’m going to kick off this conversation with the following question, what is it about PPC that you wish more people understood? Serge Nguele  02:16 Yeah, thanks. Yeah. Thanks, Christian for your question, and to quickly touch on what you’ve said about PPC. That’s the story of my life. You know, when people are asking, what do you do? And I will say, Pay Per Click, I will start explaining, you know, and they will just nod, and I will be like, not quite sure they got it, but you know, the quick way would be just to tell them, whenever you search for anything online, you go on Google or whichever search engine. And we’ll touch on it, there is not only Google, you know, when we when it comes to PPC, you type your keyword, and you will see a lot of links coming and the one with a little ad, which means advertising that’s pay per click. Ah, they would say, Yeah, that’s fine. Serge Nguele  03:03 But to come to your question when it’s come to PPC, really, what I wish most marketers are understanding is that PPC, which stands for pay per click, and it’s pay per click, because whenever you type a keyword and you click on the link coming there is someone paying the advertiser, not usually the user. That’s why it’s pay per click. And what is good to I wish many people you know understood about it is that PPC it’s about buying time to test your market assumptions. Because, yeah, all of us, all the businesses, it’s really happening, not when you have the click, but it’s after the click. What’s happening there. So when done right? PPC is the fastest, one of the fastest way I know of to validate the messaging, your offer, your positioning, and I wish more marketers understood that PPC is in a silo. It’s a feedback engine, really, and when you use it to inform your market, product fit your sales messaging, or even your customer experiences. It really goes beyond clicks, and that’s where you get the magic out of PPC. Christian Klepp  04:30 Yeah, that’s a really good way of putting it. Serge, and thanks for sharing that. We’re going to touch on this, I think even more later on. But like just you know, from a very top level perspective. Why do you think a lot of people feel, even marketers, feel that PPC is a waste of marketing investment? Serge Nguele  04:49 Yes, with this one, if I’m taking from advertiser, let’s say you Christian, you are, you know, a business person, the way. Well. Yeah, when it’s coming to PPC, it’s fair to talk more about Google, because, yeah, Google is having 90% of the market. So we will say Google, but Google is not the world. PPC has rules here a bit later. So let’s say what Google has done over the year is to really make it easy for pretty much anyone on the planet to be in a position to choose a few keyword enter the credit card, and in a matter of minutes, they would have another running showing up to people. So that’s the easy part, but that’s not doing PPC, and what is happening out of it, soon enough, they will realize, Okay, we are having a lot of clicks, but not what we are expecting, which means sales, or whatever is that is making their bottom line. And a lot of client I would be seeing advertiser. It will be after that phase where they found them themselves, you know, out of pocket of 100, if not 1000s, of click. And they will all, all of them. They will come like, PPC doesn’t work. And I would say, yeah, it’s normal for it not to work, if you because it’s a job, you know, I’m not here to defend, you know, my job, but, yeah, it’s taking time to be a PPC expert. So really, for me, starting from the beginning, where people are doing what they are not meant to do is not like me. You know, tomorrow I won’t be going out there and say I’m a podcast host. You know, that will be an insult on, you know, all the learning you went through, you know, to be where you are. So for me, that’s really the key problem. So basically, it’s, yeah, it’s a West because a lot of unqualified people, and I’m saying this, you know, respectfully, are just, you know, wasting budget, essentially. Christian Klepp  07:16 Yeah, so what I’m hearing you say is, like part of it is certainly a lack of expertise. The other one is also, perhaps even a lack of strategy, and we’re going to talk about that later on in the conversation, but that is a great segue to the next question about key pitfalls that you think B2B marketers should avoid when it comes to PPC. So what are those key pitfalls, and what should they be doing instead? Serge Nguele  07:38 Yes, and this will be complementing my answer, because, yeah, I focus it on advertiser directly. But let’s say when PPC experts are doing are running campaigns for their clients. So this is to this question to as mainly PPC has said, it’s one of the quickest way to really generate clicks out there. That’s fine, but that just the beginning, but even before getting there. So it’s the strategy beforehand, because, yeah, it’s quite easy to set the keyword, generate click and realize the website is not ready. The offer is not what it was supposed to be, and it’s bringing us, you know, to really plan before even starting creating your first campaign. That means the strategy. What is your product? Are you understanding your market? What’s your positioning your competition. What are you bringing to the market? So that’s the strategy. Once you clear with it, it will make it easy for you to say, Okay, I’m understanding the market. This is my offer. This is what I’m bringing, different, you know, in the market space. And now this is the strategy, the approach I’m going to use to reach out to those people. Where are those people? Even, you know, searching for the product or service I’m going to promote online. Because, yeah, when we say PPC, it’s a full funnel.  Serge Nguele  09:16 If we take Google, for example, people will be having multiple touch point to see your product. Yeah, I’ve been talking more about keywords, but there is a lot more than that. And if I ask you, how are you searching online? You are not only typing keyword, but you are self advertising because you’ve given some information about who you are, and search engine and marketing platform are having those information about you, your age, your job, how much you earn, all of those inside are what would be part of the strategy, how you approach market.  Serge Nguele  10:01 Now, once that is done properly, and let’s say the companies, company is already running it’s how are you measuring success? And there it will be all the vanity metrics. So okay, it’s good to have impression clicks, but what about the bottom line? Because, yeah, if you are investing, who says investment? Expect a return out of that investment? So if you measure only how many people are clicking on your website, that’s you are missing the point. So question would be, how many are converting whatever is that you know you define as a conversion.  Serge Nguele  10:44 Now, another part would be how you set your campaign. I said, how easy Google could, you know, make it to create a PPC campaign, they have also a lot of automatic function that have. This is not the point. I’m not here, you know, to do a very cheap Google bashing. But, I mean, yeah, this platform are having, well, I will say polite, just insane, you know, feature making it just kind of waste of budget, you know, where you’ll have the keyword targeting the, you know, network you shouldn’t be, you know, advertising on to sell it. So do setting and also aligning to the sales objective. So those are, you know, a few ways. So I said quite a lot. To bring it more into structure, I would say, first of all, it’s strategy before even, you know, thinking of creating the campaign. You have your strategy, and then once your company are there, I said, but yeah, I would keep on repeating it, the clicking, just the beginning of it. So what are you measuring? So having, you know, real matrix, not vanity metrics like click, CTR  (Click-Through Rate) and then setting your campaigns. A lot of advertisers are on set and forget, you know, not doing anything. And guess what? It wouldn’t work, you know, because you have to optimize continuously and then align with business goals. Christian Klepp  12:33 Absolutely, absolutely no. I’ve been writing furiously as you’re talking, but like what I’m hearing you say, and I think it’s absolutely right but people tend to forget that PPC, and in fact, a lot of these other initiatives, they’re all part of an ecosystem, right? And it’s all you all. You have to think about it like, Okay, so where is this going to go? Because the, as you rightfully said, the click is just the beginning. When they click, where are they going? Where are they going to land? Is it going to be a landing page? Is it going to be an ad? And after they’ve scanned the content on that said page or that ad, what do you want them to do? So what’s the call to action? Where are you going to funnel them from there after that? What’s the follow through? So it almost seems to me like this has to all be mapped out. It doesn’t just stop with PPC, right? Serge Nguele  13:21 Yes, and even there quickly, before you asked your other question, yeah, sorry to interrupt. I will say it’s all tied to the strategy, because, yeah, could be a lot of things. You know, you can use PPC because you want to test something on your website. You can use PPC because you want to complement what you are doing with your organic traffic strategy. Most recently, I had, I was referred a prospective client, and they came to me saying, we are doing well on our organic search. Now we want to bring PPC to complement all of that and expand. So, yeah, you know, all of those things are part of the strategy. So, and it will be different if you are coming because you want to test something on your landing page that’s been, for example, your main metrics. To go back to what I’ve said, clicks. Your clicks wouldn’t be a vanity matrix, because you really want people you know to come there and you know, validate whatever you want on the landing page. Whereas, if you are there to generate leads, probably you want, you know, content yourself only with clicks. You will want people you know to fill your lead form. You know. Christian Klepp  14:43 Absolutely, absolutely so sales you’ve tried. You’ve touched on this already, but like, let’s expand on it further. So what do you think are the main causes of underperforming paid search campaigns? So from your experience, what do you think the real underlying problems are, and I suppose one of them is a lack of strategy. Certainly.  Serge Nguele  15:04 Yeah, it’s starting from there. Christian, yeah, you said it a lack of strategy. But okay, let us assume you are there, you know, you are getting clicks. So there one of the main cause of on the performing campaign, I would say it’s that whenever I audit account, a lot of them are just flying kind of blind. That means the tracking is even, you know, wrong. This is something I should start with it, you know. But he has a good case to, you know, talk about it. It’s, yeah, when you have the campaign, so you need to make sure you track every single click. Otherwise, how would you even know what is performing? So this is the main cause of underperforming campaigns. For me, it’s weight tracking and measurement, and that’s mean, if you can’t trust your data, you can’t optimize and at this point, because, yeah, you have business people listening to this an important part, an important one, you know, a lot of people are not advertising. It’s also the invalid traffic. You have a lot of, you know, especially now with AI and all boats, you know, we have are there. And this there is a staggering, you know, number of invalid traffic so, and this is, you know, a proper study, so in certain vertical more than 20% of click received are all invalid. So that’s mean, if you factor that to properly understand that mean whatever you are receiving, 20% of those clicks are wrong. So that’s mean you’re working with wrong data. That’s mean everything that would follow after that are just, you know, assumption based on 20% of you know wrong information. So this is an important one.  Serge Nguele  17:09 And I would say, has advertiser, and this is something, for example, yeah, I don’t want to oversell, but what we do in which your PPC doctor. Those are things I’m putting in place to really be working with, in value, traffic, you know, company. There are a few out there, but yeah, I’m working with lunio, for example, which is our partner. So those I would recommend, not necessarily, you know, but you find whoever you want to work with, but this is really important to make sure you are receiving, you know, the right information, so weak tracking and measurement and then ignoring the funnel in the process. So you know when, again as I was saying, depending on what you want to achieve, you will have different goals, and you will be optimizing your campaign differently regarding what you want to achieve. So a lot of campaign are only targeting bottom up funnel intent, but you know, and they will be missing all the other funnels. So yeah, to develop quickly about the funnel. So yeah, roughly, we would have the awareness and then, so that’s mean people are just discovering they want something. So they want to know what their options are out there into that phase, and then they would have the consideration where, okay, then they are quite definite about what they want. Now they are starting making, you know, their decision. And then it will be the conversion phase, where they are in a position to decide and buy, essentially.  Serge Nguele  19:04 So when you set your campaign, you have to, you know, be considerate of all those phases, because they are someone who is in their awareness phase, they will just be there to consider their options. They won’t be buying. And you need to factor that so that your campaign, your strategy that’s tied back to strategy that’s mean, okay, you will plan your campaign to spend a certain amount, or invest a certain amount to reach people in their awareness phase, and then another amount to bring them to consider, and another one in consideration. And when you tie that to the wall ecosystem, we said, PPC is just a fraction of you know your the world, the world marketing ecosystem. So that’s mean, okay, awareness. How are you going to you? Know, once they click and you have that information, are you following up with an email, you know, to just keep them alive and making sure when, when they are in a position to convert if they see your ad, take that decision, you know.  Serge Nguele  20:14 And then the third one, it’s generic ad copies all we’ve said so people, when they are considering they won’t be in the same, you know, set of mind, like when they are just there to discover, or when they want to buy. So you need also, you know, with your messaging, to differentiate all those phases people in the awareness you want them to to know you are there. They might even be coming, you know, online already having their assumption some, some of their preferred planned. You know, so if you come into that moment, your message should be to tell them we are here. We could be an option for you when they are there to consider your message. Need to be different and so on, when they are ready to, you know, to convert. And even there could be, you know, remarketing as well, you know, because they, if they already know about you, you won’t come again with the same message. You need to try something different. It could be, if you have a discount, or whatever, you know, could bring value. So a lot to say, Yeah, but here to to summarize, I know, yeah, I said quite a lot. But to summarize, you know, the main thing would be, really the tracking and measurement you need to track. If you don’t track your flying blind, then consider the funnel. So at which stage people are which micro moment? Are they there because they want to know? Are they there because they want to buy? Are they, you know, all those the funnel, and the third one would be having a differentiated ad copy to match all of that. Christian Klepp  21:58 Fantastic, fantastic. You did say a lot, but I think it was very important, because I what you’re, what you were explaining was you were expanding on, not just again, it’s, I think for me, it’s also beyond the PPC, because it’s understanding the buyer’s journey. First of all, who the buyers are, and what stage of the journey that you’re at. I think you mentioned at least three times, from what I from what I can remember, are they… No, no. And I think it’s important, because are they in the Discover stage where they haven’t, you know, they’re just looking around for us to see what the options are, or are they at the stage where they’re already bought in and they’re and they’re ready to buy two completely different motivations, different messaging, different copy, is required, right? And if people are using this, I would just call it like the one size fits all approach, right? That’s a recipe for failure, right?  Serge Nguele  22:52 Exactly, exactly.  Christian Klepp  22:53 Okay, fantastic. Moving on to the next question. So break it down for us here. How can you know based on everything that you’ve said, How can marketers optimize their PPC campaign. So what are the steps? What are the key components that need to be in that process to make this successful? Serge Nguele  23:11 So at this point, yeah, we’ll assume they had their strategies, right? So yeah, the first one would be, fix your tracking to make sure you are tracking the right things, and that’s been making sure your GFO (General Marketing Automation), which used to be Google Analytics, is there to or if you’re using Adobe, but GFO is the most common one, making sure your CRM (Customer Relationship Management) integration is also right. I didn’t touch on it, but offline data are also important to really get the best out of your of your optimization, because, yeah, that’s mean, you are taking information from real your real customer, your real buyer, and when you feed the system with those information, offline information, it helping you get the best out of what you are currently doing.  Serge Nguele  24:09 Then the second step would be defining success in business terms. I mentioned earlier, vanity metrics. But yes, really, what is that? What does success means to you as a business person you know not only clicks you know, so that’s mean making sure you have your return on your ad spend right, and even tied it to the profit, because their return on ad spend would not even be considering, you know, all the other aspects. So really, are you profitable or no? And once you consider all of that, it will help you properly optimize the campaign and make them work.  Serge Nguele  24:56 Then the third step would be segment your audience smartly. This is touching on what we’ve said that’s been differentiator, who are decision maker, who are influencer, who are researcher, that they won’t be having the same impact, and if we identify them properly, that will also help you allocate the budget accordingly and have more efficiency on that part. I will take an example, one of our clients. When analyzing their channels, we found that on meta, they were having the highest cost per acquisition. However, when looking at the lifetime value of those clients, those were the most relevant. So that’s mean it wasn’t a problem to allocate more budget there, because we knew that’s where they are making more money if you don’t have that you know segmentation, you might just be saying, Okay, we have a cost per acquisition, which is one of the metrics. You could say cost per acquisition is too high there, but without having the offline information about the lifetime value, you will be missing the point. You could cut out, you know, that channel where, really, you know, it’s where you are getting the most value, and then it will be the differentiation on the messaging.  Serge Nguele  24:56 So build a creative, creative and message that speaks directly to the pinpoint so. And this is, again, you know, understanding your audience, really, if you know, if you understand them, that means you will talk their language. And then the fifth one I would add, there would be test, test and test relentlessly. Again. You counting probably this is the 10th time I would say the click. Click is just the beginning. So that’s been once you have the click, what can I do from that point? You know, understanding your client, testing a few different, you know, different aspect of your messaging, on your landing pages. That how you know, really, and that’s why, coming back to where we started, yeah, a lot of advertiser, when they will be coming, they would not have the time to do all of this, because it’s a full time job, you know, to be testing different aspects, you know, for a few weeks to have to validate one hypothesis. If you are a business person, your job would not certainly be, you know, doing that, and that’s why it’s a recipe for failure. When you know business people start trying to do what is not their job. And even here, you could see, even has a marketer, there are a lot of steps, you know, to be taken. And all of us, you know, digital marketer, we are not necessarily taking those. Christian Klepp  24:56 Fantastic, fantastic. Okay, so I’ve written this down. Let me just quickly recap for the audience, yeah. So the first one you said is fix your tracking, so GFO for Google Analytics, with the CRM integration that should also be right, defining success in business terms. I think that’s an extremely important one. Like, why are we doing this right? Like, what’s the objective here? Right?  Serge Nguele  24:56 Yeah. Christian Klepp  24:56 Segmenting your audience smartly, back to what you were saying earlier. Like, at what stage are they at? Right? How many, how many different groups, especially in B2B, right? How many different groups are we targeting? Differentiation in terms of messaging. I think that’s another big miss with a lot of these campaigns, right? That the messaging is just too generic, or perhaps they’re just using whatever ChatGPT gave them. And Testing, testing, which leads me to another question, Serge, because I’m pretty sure it’s impacted your area of expertise as well. And we are in 2025, at the time of this recording. But AI, how has AI impacted PPC, and where do you see this going? Like, how can AI help or hurt? PPC. Serge Nguele  25:42 Yeah, that’s a good one, you know. And I didn’t have it this issue added. I was like, okay, Christian is, you know, just uncommon. Not asking anything about AI. I was surprised. No this. So there we go, yeah, AI is, you know, it’s a part of our lives, all of us, and now it’s starting from the beginning. So, why so? So the question I’m asking myself is, you know, why do I, why do I even need AI, you know, for because, yeah, guess what, if it’s just, you know, to be following the  trend, it will be just noise, more than anything. However, coming to PPC, AI has been in PPC for a long while, even, you know, long before ChatGPT. We have more and more, you know, smart bidding, all those AI influence, but I remember when I started PPC 16 years back, not making me look younger. But yeah, don’t worry. I’m 25. Christian Klepp  26:06 For those that are listening, you know, they’re only listening to the audio version. I mean, Serge is a young looking guy. Serge Nguele  26:06 There you go. Yeah, yeah. I would say PPC used to be manual, you know, where you could freely influence but AI now and automation are part of the question to answer in a very simple, you know, term to your question about AI, it’s, yeah, AI is there. It’s a tool like any other tools, and it’s what you do with that tool that really matters. And also it what I’m what I’m trying to avoid it, you know, being, yeah, being lazy, as you mentioned, you know, when talking about the ad copy differentiation and people just getting what they are, you know, receiving from ChatGPT, yeah, the question is, using it as a tool, which means it could be doing a lot of stuff, you know, calculation, pulling together information, all those things that are boring, you know, let’s use the word, you know, I can say otherwise. So AI would be doing that and freeing us, you know, space to be strategizing, doing all you know, the steps we mentioned, understanding our market, the competition, segmenting, differentiating, you know, our messages, putting together the strategy. Because, yeah, AI won’t be able to do that, at least not properly.  Serge Nguele  26:06 So yeah, that’s for me. You know, how, how I’m, yeah, you know, positioning, you know, ourselves with AI, but yeah, we are using it definitely, you know, to make our life easier, not the other one, not to replace us. And actually, this, this one, yeah, I was at the conference last week in Manchester, and that was, you know, the very topic, and also a personal experience. It was my birthday last week, and so when there we had Ed Sheeran, you know, the singer, you probably know, we had his impersonator, you know, who came at the event. Now, at a personal level, I’m just one of those guys who can walk past any celebrity, you know, art. So I went for my selfie, and I was pretty much convinced, you know, that it was the real one, because I went, had a chat, told him it was my birthday. Oh, so he sung me, you know, a happy birthday, which I was pleased to publish. Like, okay, I had the real Ed Sheeran, you know, singing me happy birthday. But it turned out, you know, it was a fake one. So coming back to AI, one of the I had an academic who was discussing on that topic, and he said one of the main competency we need in the future with AI would be for expert to really be expert to drive AI and, you know, tell it when it’s wrong or right. And that was a, you know, perfect example, you know, with that HR experience. Christian Klepp  26:06 Absolutely, absolutely and belated Happy Birthday, by the way. And so I did see the post, and I looked closely at the picture, and I’m like, Yeah, that’s not the real guy. Serge Nguele  26:06 You were, right? And the thing is, I didn’t have a lot of people, you know, coming to say it looks like for a lot of people, you know, I wasn’t scummed, you know, on my own. Christian Klepp  26:06 Fantastic, fantastic. Okay, so we get to the next question, which I call the soapbox question, what is the status quo in your area of expertise? So, PPC, that you passionately disagree with and why? Serge Nguele  26:06 Okay, yeah, one of those we already touched on it. For me, it’s PPC, it’s set it and forget it. And a lot of campaigns auditing just that way, so you could see people, they just, you know, created the campaign. And they are expecting the system, you know, to turn it magically, you know, positively. So, yeah, that’s, I disagree. So you know, when I mentioned that the step to go, the very last one was, you know, to test, test and test. So, yeah, this is where the real magic is happening. You know, within PPC, when we testing. So if we set and forget, we won’t be able to really see what works. And at this point, I would also, you know, blink, the diversification, you know, Google is 90% of the PPC ecosystem. That’s fine. However, it’s not the world, the entire ecosystem. And on this one, we have just the second search engine, you know, in the world, Microsoft Art, which is getting ignored, sorry. And so with that, I would just use metaphor to say, if PPC, it’s a brain, and our brain is having two hemisphere, Google will be the left one, and then Microsoft will be the, you know, the right one. And I’m seeing a lot of PPC or advertiser just running on one hemisphere. So if you have one hemisphere, you will never know, you might even be successful on Google, but it will never be complete. You know, once you have a functioning PPC brand where you have Google’s running, and then Microsoft, who is coming, and the way is working, because it’s two different search engine would be coming incrementally to what you are achieving on Google. So that’s really where, you know you have the magic of, you know, the full potential of your PPC. Christian Klepp  26:06 Absolutely, absolutely. And you know it was, it goes back to what you were saying earlier on the conversation. It’s a set it and forget it. It’s also a very dangerous mindset, and it could lead to, it could lead also to a tremendous waste of money if you don’t know what you’re doing. Serge Nguele  26:06 Yeah, exactly. Which is some time for when business owner are managing the Google ad that just, that’s just naturally happens, because, yeah, it’s not their job, you know, they are focused on, you know, running their business, doing what they are good at. So they will be like, Okay, we have some PPC running, and that just, you know, was for everyone. Christian Klepp  26:06 Absolutely, absolutely, okay. Here comes the bonus question, which I kind of like, I hinted at it already previously. But you know, the rumor, the rumor on LinkedIn, is that you’re a runner, and I’ve seen some, I’ve seen some videos of you running, and you’ve clearly, like, participated in some marathons and the like. So my question to you, Serge, is like, what is it? What is it about running that you’ve learned that you’ve applied in your professional life? Serge Nguele  26:06 Oh, yeah, that’s a profound one. Okay, so yeah? Well, I would say yeah, the rumor on LinkedIn is right, yeah, running is an important part of my life, and even exercising, it’s an important part of my life. I’m coming from a football background, and most gradually, I went into running, and past six years, I’ve been more of a runner participating to that, I participated to three marathons, so Paris, Eden trail and London this year, and most recently completed a half marathon the Royal Park one in London. So with with running, long distance running, remind me just the way life is. So life is a marathon. So it’s not a, you know, it’s not a sprint, and which is running it. You know, if, when you get that mindset, a marathon, a marathon doesn’t mean you are going the distance that’s in you, that means you need to really well, I will bring it back a bit to the PPC. So we need to strategize if you are to cover 42 kilometers while it is becoming serious. So you need to make sure you really manage, you know, time your effort, you have a proper strategy, because you can just, you know, wake up and say, Okay, I will cover 42k you will be, you know, really going into trouble. So strategizing and then planning and that will be influencing, you know, even your worth living, because, yeah, how you rest, how you recover, how you eat, and so, yeah.  Serge Nguele  39:59 And then it’s also pushing you to the limit. That’s mean your mindset, which is actually the most important you know when doing this, because to run a marathon, it will be, yeah, a bit about you need to turn that for sure, but it will be about going beyond the physical battle, and at that point it will be more what you have in your mindset. Or no, do you believe you can do it? Or no, you know, are you fighting to keep on going when your body is saying, Okay, I can’t take it anymore. So and all of those things, when you bring them back to to normal life is just, you know, on a daily basis, your business person, you know, we have up and down. You will have no client, you know, sometime. So how are you behaving? You know, with when all those things are happening. And in between the running, I also developed my proper tools, one of them being what I call my three nose philosophies, which I’m happy to share with our listeners here, could be helping. It’s working for me. And yeah, I’m sure if you guys are testing it, it will be working. So the first, no, it’s no excuses. That’s been whatever you set yourself to do. You just go for it. You don’t find excuses. So it’s a respect you give to yourself. The second, no, it’s no complaint. Life is, you know, life is throwing us a lot of stuff. Not only is, you know, chocolate, if I can say but yeah, you have to face it. When is there? If you complain, it won’t change anything. So that’s mean not complaining set you to finding the solution. And the third one is no self pity. You can still say, Okay, I was born in wherever it is, this or that, that won’t change anything. The question it’s, are you willing to consider that however, whatever your condition is not what defines you, it’s what you do you know next that will be the important step. So yeah, my train of philosophy, Sophie would be the bonus for our listener, Christian Klepp  42:31 No excuses, no complaints and no self pity. So not only is sales a PPC expert, but he’s also a philosopher, no, but it’s awesome. Awesome. I love it. But, Serge, this has been such a great conversation. Thank you so much for coming on and for sharing your expertise and your experience and your running advice with the listeners, and quick introduction to yourself and how people out there can get in touch with you. And I did notice, you know, there were a couple of hints in the conversation. There were a lot of, like, medical terms floating around. What’s the story there? Serge Nguele  43:06 The story so, yeah. Quick Intro about me, yeah, I’m search your PPC doctor. I’m called the PPC doctor in the industry, I do quite a lot of public speaking in the digital marketing space. I’m George award at the search award in the UK, globally and at international level. I have 16 years experience in PPC, and I run my agency called your PPC doctor, if people want to be in touch with me, they can type my name online. I’m quite active on LinkedIn, so Serge Nguele, you will find me, yeah, wearing, you know, something with this PPC doctor. This is the branding. And to your question, why your PPC doctor? So there is a real story there. I’m a former Med student. So I studied medicine to become a proper doctor, but for some reason, I will spell spare the details. I pivoted into marketing and specialize into digital and PPC. So when I was creating my agency, the name was natural, your PPC doctor, which is also a real way of doing stuff. I don’t call the client. I still call, you know, my patients, and I’m having the doctor mindset within your PPC, where we really listen and then we listen, then we diagnose, prescribe, and from the prescription, we follow up with care. So yeah, that’s the doctor mindset at your PPC Doctor. Serge Nguele  43:52 Fantastic, fantastic. The only thing you don’t do is tell people to breathe in, breathe out and cough for me, please. Serge Nguele  43:58 Not yet.  Christian Klepp  43:58 Not yet, fantastic, fantastic. So once again, thank you so much for your time. Take care, stay safe and talk to you soon.  Serge Nguele  45:09 Okay, yes. Thanks Christian, thanks for having me.  Christian Klepp  45:12 Thanks. Okay. Bye, for now.  Serge Nguele  45:13 Yeah. Bye.

How a Growth Mindset Drives B2B Marketing Success  In an increasingly competitive business environment inundated with digital noise, relying on “play it safe” tactics will only result in your brand drowning in a sea of sameness. The path to true differentiation, innovation, and standing out is not an easy one as it requires a significant mindset shift. For B2B marketing initiatives to succeed, you must create room for experimentation and data-driven discovery. How can B2B marketers approach this effectively and secure internal buy-in for it? That's why we're talking toVincent Weberink (Founder, Pzaz.io),who shares expert insights and proven strategies on how a growth mindset drives B2B marketing success. In this episode, Vincent talked about why design experiments are crucial in B2B marketing and highlighted the need for structured, data-driven growth experimentation. He shared his proven methodology consisting of ideation, ranking, and rapid prototyping designed to quickly and effectively validate concepts. Vincent also shared some common B2B marketing pitfalls that teams should avoid and emphasized the value of iterative testing and learning. He broke down how teams can build an entrepreneurial mindset and get internal buy-in for experimentation-driven B2B marketing. https://youtu.be/SlQa58iKf3k Topics discussed in episode: [2:09] The importance of running structured experiments in B2B marketing [5:21] Common challenges marketing teams face when designing and executing experiments [13:53] Key pitfalls marketing teams should avoid and some practical solutions [20:36] How to align internal teams and consistently generate strong experimental ideas [31:31] Actionable steps B2B marketers can take to run effective experiments: Understand and acknowledge that what you know is probably wrong Use ideation and designing experiments Trust your team Be creative in applying growth hacks Get external help if stuck Companies and links mentioned: Vincent Weberink on LinkedIn Pzaz.io Cisco Airbnb ChatGPT 13 Failures Later What The Hack?! Transcript Christian Klepp  00:00 In a B2B landscape that has become increasingly competitive and inundated with digital noise, using play it safe tactics will result in your brand drowning in a sea of sameness. That said, the path to differentiation, innovation and standing out is not an easy one, as it requires a change in mindset. You need to have room for experiments to truly create something that is relevant to customers. So how can B2B marketers do this, and how can they get internal buy in for it? Welcome to this episode of the B2B Marketers in a Mission podcast, and I’m your host, Christian Klepp. Today, I’ll be talking to Vincent Weberink, who will be answering this question. He’s the founder of pzaz.io who specializes in developing business growth through creative, structured data driven growth experimentation. Tune in to find out more about what this B2B marketers mission is. Christian Klepp  00:51 Vincent Weberink, welcome to the show.  Vincent Weberink  00:54 Hello Christian. Thank you very much. Pleasure to be here.  Christian Klepp  00:59 Absolutely I’ve been really looking forward to this conversation. I think we’re going to have a great time. We’re going to have a great discussion also about topics, and a main topic in particular that I think is going to be so relevant to B2B marketers and their teams in general. So you know, without further ado, let’s not keep the audience in suspense for too long. Let’s just jump straight into it. All right. So Vincent, you’re on a mission to drive business growth through creative, structured and data driven growth experimentation. So for this conversation, let’s focus on the following topic, which is how B2B marketers can create a mindset and design experiments to understand what customers want. That kind of sounds like it’s very, I’m going to say pedestrian, but it’s incredible, and I’m sure you’ll have plenty of case studies to show that there’s a lot of people out there that don’t follow this process, and then they get into trouble. So I’m going to kick off this conversation with two questions, and I’m happy to repeat them all right? So the first question is, why do you think that design experiments are important for marketing teams? And based on that, where do you see a lot of marketing teams struggle? Vincent Weberink  02:09 I think they’re very important because as human beings, we’re emotional when we make decisions. Problems is that, therefore when we try to drive growth. We have this idea about something, and then we tend to completely jump into it, build everything. Spend a lot of time and money and resources on building that thing that we believe is going to be very, very successful, and that takes a lot of time. And the reality is that most of the time you’re actually wrong, even though you think that you know your customer, even though you think that you know this is the best trick or marketing tactic that you’re developing. And what this experimentation model does, it sort of forces you to go through a very structured, almost scientific process, because there are some steps in there that help you to remove that emotion from your decision making.  Vincent Weberink  03:12 And an example of how decision making often is influenced is when you’re in a small team or a large team, you’re sitting around the table and you’re trying to brainstorm, say, oh, you know, we have this, this challenge. We’re launching a new product, or we’re changing something, and we need to communicate it, driving sales up. And then the people who are best sort of equipped with sales capabilities are the ones that you know will dominate the conversation, and what we tend to do is then listen to them, whereas there are other people around the table that you know, they might be more introverted, might say less, that also have really, really great ideas. So what happens is that you collect all these thoughts and ideas, and then the person that’s very good at selling is selling their idea to you, and you end up taking that one. But it has nothing to do with reality, whereas in the methodology that I’m sort of promoting, what you actually do is you try to capture as many ideas as possible, as quickly as possible, and then, in almost a democracy, you rank and rate them according to several criteria, and that will help you to make some of those ideas float. And the ones that pop up are the ones you should actually focus on, because now, within that democratic decision making process, you’ve tried to optimize the chances that one of those ideas will actually lead to much quicker success than any of the others. And you can also use it in the reverse, the ideas that completely sink because no one voted for them, maybe only just the person that was selling. You know that they go away. You just throw them away and forget. About them, because clearly they didn’t get enough support. And the other question you were asking, sorry focused on the first question.  Christian Klepp  05:08 No problem, absolutely, absolutely no. Well, that was a great way to, like, set up the conversation. And I guess it segues to the question, where do you see, based on what you said, where do you see a lot of marketing teams struggling? Vincent Weberink  05:21 Well, I see them often struggling is that they tend to spend money and time on just the ordinary things that everyone sort of accustomed to, because depending on the type of company you work in, that’s the safe choice, and that ultimately doesn’t really help you grow. It’s typically the stuff that you would never expect to work. And I’ll give you a great example of this in a moment that might give you this amazing growth overnight or amazing success. It doesn’t necessarily have to be growth. It can be specific campaign where you just need people to sign up, because you’re trying to obtain information from them and to get those people to sign up. It could be a problem. You’re designing your funnel, and then something isn’t really working.  Vincent Weberink  06:15 So in my experience, what happens is that people will say, Okay, let’s build a landing page. Let’s build a website, and let’s make it beautiful. Let’s make it perfect. But while you’re in this early stage, you have no clue if it’s going to work or not. You’re now wasting all of those resources where it’s so much better to very, very quickly, design experiments, run them as quickly as possible, see where something is happening, and then sort of iterate upon that specific experiment that you were running. And then slowly, over time, you get to a point where that experiment can be fleshed out, can be refined. You might do some A/B testing, and especially in the world we’re moving into with the rise of AI speed is everything past early days of when I was starting to do, you know, growth marketing or growth hacking, depending on what you like to call it. Let’s say 15 years ago, you could simply run an experiment, and that experiment could would last for certain periods of time. You could get away with some of the experiments, even running them for months. But with the rise of AI, what we’re seeing is that experiments only work for very, very short periods of time. And what I see with a lot of the marketing teams is that, you know, they’re not accustomed to driving fast and quickly running and failing fast, so that you can very quickly learn to see what ultimately what ultimately works.  Vincent Weberink  07:55 So a great example of something that I experienced it when I was running one of my startups, which was a streaming service, and I believed I got everything right. I was just convinced that there was nothing wrong with the product, but I wasn’t getting any traction, nothing, literally, no one was signing up, and I just couldn’t understand. So what I started to do is just run one experiment after another. First obviously, I went out and spoke to people, because that’s the first thing you should do most of the time, especially when you’re in startup mode, either a startup or you work for corporate, maybe running a division or launching a new product, you have no data. But if you read all of the books out there, they all tell you, Oh, let’s look at the data. Well, guess what? You don’t have any data. So what you need to do is you need to go and speak to people and find the soft data to really understand, you know, what’s going on. How do I create a product that people will be willing to buy, and I did that, and then it sort of confirmed that there was nothing wrong with the product. And then months into that process, I still wasn’t getting any traction, and the startup was sort of moving to a point where it started to fail, because, you know, you’re running out of money, you’re running out of time. So I kept running experiments, believing that the methodology that I use simply works. You just need to keep running, running, running. And then one day, I essentially was close to giving up, and I decided to take on another project because I had run out of money. But on the side, I kept running experiments, and what I did is I put a play button on the homepage, allowing people to watch television for five minutes without signing up. And that simple trick got me 11,000 euros overnight. It took me 11 months. To uncover that, I had now proven that indeed, the product wasn’t wrong. The product was always right, but the way we were marketing was wrong, and it is always one of the two. It’s either there’s no product market fit or you’re selling it in the wrong way. Your marketing is wrong. And in a way that was very frustrating, because this very simple thing, almost as simple as a paperclip now gave me all the growth in one way. It was too late for me, because I had to go into that other project. The revenue wasn’t enough to sustain the business, but it did allow me to sort of keep the business afloat. And I was working this other project, and then I returned, after like a half a year or so, back full time onto the startup once I was generating enough recurring, recurring revenue there, and yeah, that’s sort of, you know, what I strongly believe in. You just need to keep running those experiments.  Vincent Weberink  10:53 Of course. The third option is that your timing is completely off, which is another thing that I’ve experienced several times. I’ve run many startups, most of them failed over time. I’m proud to say that I never had to raise money for any of those startups. I was sort of in the last 30 years of my career. Thank you. I always managed to, you know, make enough money to sort of sustain, but many of them never became the big winner. They were just doing enough, and then at some point, there was an end of life, because either the market was fooled or or just turned out that there was no point in continuing to run that company. An example is VPN product that I did in 2003 that’s when the first idea started. VPN was a business to business product, and we decided to consumerize VPN because our only competitor at the time was called hide my ass, and the technology was very, very complicated. And after sort of what happens after 911 where a lot of governments started to invade everyone’s privacy, we decided that, you know, it is also important for individuals to retain a level of privacy, you know, within the boundaries of the law, obviously. So we spent a lot of time in developing that technology, creating a product that was very, very easy to use and that was secure and safe. And we were very, very successful in the first year and a half. We even managed to get in Google on the second place, right after Cisco, which is the inventor of VPN, but by the time we had about 40,000 customers, that was it. That was just, we just couldn’t grow anymore. And I then decided to abandon that project. Over time, someone else continued it for several more years, and of course, now VPN mass market product, but over 20 years later, and it’s the most common product out there, and we were just too early. So even though it was an exciting, exciting adventure, it made us money. It was a profitable business. Ultimately, at the time, there was no point in sort of continuing, trying to sort of push it, push it further. Christian Klepp  13:18 Yeah, no, absolutely, absolutely great points. And you know, thank you for sharing those, those experiences and the you know, those past successes and challenges, failures and so forth. I think it’s, I think it’s an important part of the overall process, right? I’m going to move us on. And you’ve mentioned some of these already, but like, what are some of these on the topic of design experimentation and growth growth marketing. What are some of these key pitfalls that marketing teams need to avoid, and what should they be doing instead? Vincent Weberink  13:53 The key pitfalls they need to avoid is to believe that they’re always right. I mean, that is the first thing is, in essence, that you should learn that most of the time you will be wrong, and that success lies in the ability to admit that and to move forward very, very quickly by running a lot of those experiments, and by designing those experiments very quickly and having the ability to turn them into minimum viable products. And the pitfalls that most people fall into is that they think you’ll just read a book, and then you can just do it. It’s simple, right? Oh, it’s just like marketing. It’s the same way how I learn how to do advertising, I can simply learn how to do, you know, growth marketing. But the reality is, it’s then it is a thing or a trick so that understanding and the realization that you just need to start thinking differently, start thinking out of the box, be creative, because a lot of those hacks come from places that you simply will not expect.  Vincent Weberink  15:15 I guess Airbnb is a typical example. You know, as far as I remember the story correctly. Two guys set up Airbnb. It was literally an air bed in someone’s house. They were running the business. They had about 10,000 you know, customers, and they could have said, Oh, you know, we’re doing great. Our marketing is doing well. We’re making money. But ultimately, they were not satisfied, so they decided to continue, and then what happens is, this is before the big thing that most people have heard of, which is correct, Greg’s list. That’s when they really exploded. But before that, something else happened, and that was when one of the founders said, Well, how do we expand our capacity, and how do we get more people interested in our products? And it was around the organization of trade shows when there was always a shortage of capacity in hotels, and they decided to try that out. And if I remember correctly, they grew sort of from 10,000 people to 200,000 people in just a couple of months. And that was actually their real growth hack, the real spurt, whereas reckless took them to millions. And that’s the thing that everyone knows. But it was that mindset, that understanding of not being satisfied with what you’re doing, and the ability to pivot, because it was a complete pivot. It was no longer just an air bet. Now you were renting out a bed in someone’s house, and that was sort of the foundation what then became Airbnb. And I think most marketing teams have never been exposed to that way of thinking. You know, they’ve been taught the simple stuff on, how do you do advertising, how do you look at data, you know, how do I build a website? How do I organize a trade show, etc. But it’s these things where you take an idea, where you’re almost stepping into the entrepreneur’s shoes by looking at, how can I make the business grow through extraordinary ways of marketing? Christian Klepp  17:30 Absolutely, absolutely. You know what? That’s a phrase that I also heard at a business meeting on Friday where I was talking to the branch manager of a bank. And one of the things that she said, why, how she helped the branch to grow, is because she came out of a business. She was a family business, and she was running her own business, so she came with an entrepreneur’s mindset. And I do think that there is that is really, like, significant, especially if you’re talking about and I don’t want to, like, use these, like, overused buzzwords, let’s say, but like, you know, if you’re entering this world of, like, the scrappy entrepreneurs or even the scrappy marketing teams, right, you can’t necessarily go in there with the corporate mindset. No offense to anybody that’s in corporate but if you’re stretched for, as you can rightfully attest to Vincent, if you’re stretched for time, bandwidth, resources and budget, you’ve got to, you’ve got to think more like a guerrilla fighter versus a conventional army, right? Vincent Weberink  18:38 You need to test as early as possible whether or not the ideas or your hypothesis, hypothesis that you have are actually true, and especially when you’re an entrepreneur or in a product team. And I have an example for there was a famous UK bank that had an idea where they wanted to test if friends and family would be willing to become guarantors for young people that would want to buy a house in London. And you know, banks are very, very big, slow organizations, and typically, if not alone, figuring out how this legally works will cost them millions right to develop the whole full product. So how do you do something? How do you create this experiment where you can prove whether or not there’s any viability in even thinking of offering such a product? And what they came up with is essentially to build a landing page where they would simply ask people to sign up for the service. They ran a 500 pound budget against it, so the total cost of the whole experiment was maybe 1500 pounds, and now they’ve managed to validate it, which saved them literally hundreds of 1000s of pounds and the risk that that product might have failed. And I think that is exactly the entrepreneurial mindset that a market. Marketer needs to develop and understand, Okay, I’m not just responsible for selling this product, but I’m also responsible for understanding, you know, who do I sell it to? How do I sell it? What should the product look like? How can the product evolve so that there’s a good product market fit? Christian Klepp  20:17 Yeah, absolutely, absolutely. You brought some of these up already, but let’s dig into it deeper and unpack it. I should say, like, so based on your experience, like, how do you how can B2B marketers get traction as early as possible? So how can they build experiments? What are those key steps that they need to take? Vincent Weberink  20:36 The first thing this is, so I sort of use a methodology and which is very, very structured. And I use that because if I don’t, I get lost in ideas. Because it is very easy to come up with 100 ideas. A lot of people you know, can do that. So what we do is I sit down, either with a team, or I might take a certain periods of time, where all I do is just collect as possible. Then for every idea, I write down, what is the idea? What do I believe this idea will give me? So what is the outcome? How do I prove, potentially, as a hypothesis, that what I believe is true? And then I sort of make those notes, then I store them in cards. And you can do that in any kind of project management tool, whether it’s notion or cell or bunch. Just create those cards.  Vincent Weberink  21:31 Then what I do is I rank and rank them so, and I ask the team to do that, or the people I work with, for example, if I was doing consultancy for clients, we would have a specific, specific group of the clients do doing the same thing, and then all we would do is see, Okay, which of those ideas are floating. And we would take the top 10, again, it was very easy to then generate, like, 100 different ideas, and you take the top 10, and then for each of those, you’re now going to discuss them and essentially say, Okay, if I need to turn this idea into minimal but viable products, allowing me to prove that I am right or wrong, what is the least amount of work you can then do? And you know, so in my book, I publish a whole list of MVPs (Minimum Viable Product), but actually, with ChatGPT, you could probably just type, give me a list of all the different type of MVPs and explain how they work. So for example, you have a Wizard of Oz. A Wizard of Oz is, is an MVP, where everything happens behind the scene. The product really doesn’t exist, but the customer thinks it exists. And you do everything manually. That’s just an example.  Vincent Weberink  22:51 So what you then do is you then going to think about, okay, who needs to do what? And then you run a short sprint. You design the sprint. Say, Okay, next Monday, with the three of us, we’re just going to spend one day on building that thing. And I, most of the time use distribution hacking, or in other words, advertising, to drive some traffic to whatever that experiment is to then prove of my whether or not my hypothesis is correct. And from there onwards, you then, of course, have some analytic tool, or, depending on how you how, you then prove it, and then you start to iterate and but I promise you, most of those experiments will fail, which is great, but if you run 10 very quickly, maybe in the course of two weeks, if you have two or three where you see the needle moving a little bit, now you have something to take the next step. And a classical mistake that I’ve seen is that people always tend to make it too complicated. So what they do is, rather than designing an experiment that gets you one answer, they try to get as many answers as possible. And that doesn’t work, because you know, if you have any exposure to data, if you have multiple data points, then it’s now up to your interpretation, and then you’re selling it to yourself, because you want the hypothesis to be true. So it’s very difficult to then again, step back and say, Ah, you know, can I really be honest with myself? So test one thing at a time. Once you’ve proven that one of those things work, you just design the next one and the next one and next one, and then within this very short periods of time, you’ll get to a point where, where it starts to work or fail. You could prove that the product simply is not viable. Which, which I’ve had many times, and then even pivoted afterwards, given up on many products, because simply, even though I believed, you know, was going to be amazing, yeah, it turns out to be wrong. So, yeah. Christian Klepp  25:00 Absolutely, absolutely. Like, it’s really a fine, a fine balance between speed, but also like, like, the quick experimentation, as you say, and you know, as you were, as you were discussing your process, it actually just made me think of another question, which I’m sure you faced countless times, and you brought it up in the beginning too. How do you get this internal alignment? You talked about, like a team getting together in the room, and I’ve been in one of those teams right, where there were a couple, like, we used to call them the stars of the show, because, you know, when they get up on stage, they want the spotlight to be only on them. Forget about what everybody else says. My idea, my baby is the most beautiful baby in the world. And how dare you insult my baby, right?  Vincent Weberink  25:48 Exactly.  Christian Klepp  25:49 But, but the reality, as you rightfully pointed out, which I’ve also seen firsthand, the reality, is that the one that shouts the loudest doesn’t necessarily have the best idea, right? It’s sometimes these people. It’s sometimes these people that don’t say anything, that don’t contribute to the conversation, they actually have the solution that perhaps the market is looking for. But unfortunately, their voice is drowned out by these so called, I’m just gonna call them the Divas in the room, right? So back to the question, how do you get that alignment? How do you get those ideas out of everybody in a way that it’s not just fair, but it’s also like more, more in line with what the market is looking for. Let’s put it that way. Vincent Weberink  26:43 The people around the table that typically don’t speak up, you know, some of them are the deep thinkers. They really think about something, and they have really great ideas, but they’ll then struggle to properly defend their idea and to explain it, whereas the other person on the table, who’s good at selling themselves, you know might they’ll do everything to defend their idea, and therefore they will attack the other ideas. And what you sort of see is by implementing this rank and rate model by definition, you’re externalizing the decision making, so you’re agreeing with everyone on the around the table, that everyone writes down their idea on the paper, on a piece of paper, and you define what that structure should then look like, which means is no one has to defend it. They just write it on paper. You then gather those pieces of paper and you add them to the tool. Then you ask everyone to rank and raise which, by the way, could be done anonymous, which I’ve done many times. And that way you just look at the one that floats, and you just, if the team look, we don’t know who’s right, we can’t afford for this venture to fail, and therefore, we’re just going to focus on the ideas that have the greatest potential of propensity. And that’s how I do it, and it’s always worked well for me. There’s, of course, when I would introduce this to new startup teams, very often it’s the entrepreneur that is the biggest problem. You know that they’re the hardest to convince, because they typically have the strongest opinion of all.  Christian Klepp  28:34 So you’re talking about the founder, right? The founder Vincent Weberink  28:36 Yeah. About the founder? Yes, yeah, exactly, yeah, yeah, because they look, you know, there might be a great marketer or great salesperson who have very strong ideas, and they might, you know, accept inputs, but it’s typically the founder that will then say, yeah, now if you know, it’s my money, so I’m going to just do it my way, and it’s wrong, because you’re now letting your emotion again, getting In the way. And this example that I gave you with the play button that was sort of happened while I was in the process of creating that methodology that I use, which is sort of based on me having read 1000 books where I really struggled that most of the books, even though they’re written for startups, if you really dive into it, they’re actually more for startup teams and corporates, very often, the way they’re described, that you just can’t apply them to normal startups, because normal startups work differently. And what I then did is I sort of took all of the models in there, and then figured out, what if you combine them, crunch them, and then create this methodology. And I was doing that for myself, because I really struggled, having done so many startups, and then I found, okay, so now I have this methodology. I just kept doing it. Kept. Believing that ultimately, it would work with the idea that sometimes you know on this path and that other people need to help you to sort of step out of your comfort zone and sometimes think from the left, from the other side, because your growth might come from a different direction, and which could even be true within your customer persona. You think you have the persona, right. But while you’re digging and running the experiments, it might be the persona next door which is the true, real customer, and you just need to uncover that by believing in that methodology. So… Christian Klepp  30:40 Absolutely, absolutely. You know, we did one of those exercises in Q2 with a client that had was very convinced of their ICP (Ideal Customer Profile). And then we went through this exercise where we did, um, we did a diagnosis on the ICP to determine, like, is this the right is this actually the right ICP you should be going after, right? So I’m 100% with you on that one. Okay, my friend, we come to the point where we’re talking about actionable tips, and it’s really just a recap of all the great recommendations you’ve given us already. So just imagine that there’s a SaaS (Software as a Service) marketing team out there, or somebody in B2B marketing that’s listening to this conversation. They’re like, wow, that’s exactly what I’m going through right now. So what are the maybe three to five things you would say they can take action on, like right now? Vincent Weberink  31:31 First of all, understanding you know, coming to the realization that whatever you know is probably wrong. Which is, which is the hardest thing to do. The second thing is you should really start working by using ideation and designing experiments, create MVPs fail as fast as you can, because that’s the way you learn as quickly as you can. And I sort of describe that in my book that I just launched, because it, you know, yes and into the same problem. Also, you know, trust your team. Trust that other people have great ideas as well. And very often, the great ideas come from the people that otherwise wouldn’t, wouldn’t say anything and be as creative as possible. Try to prime yourself by just, you know, search online, what are great growth, growth hacks or other marketing tips and tricks, and then try to figure out, how can I apply those? How can I use those as potential experiments? Because that way you can just simply move forward. But you know, if you’re stuck, get external help, because they’re like people like yourself, you know, who can really help to sort of leapfrog this, because otherwise, you’re just stuck and trying to learn, and while you’re running out of money, you have no time. Most starters will last for six months, and then they’ve run out of money, prove that you’re right before you build anything. And that is really, I think, the most important. And so the last tip I want to give, don’t just start building any product, because you will fail. It’s not for nothing that 95% of startups fails within within the first couple of years. It’s because, you know, you believe that people will flock and will love whatever you’re building. But the reality is just very, very different, and it might be the smallest thing that you get wrong, but you know that’s enough to fail, so… Christian Klepp  33:46 Prove that you’re right before you build anything. I mean, if there’s anything that the audience should be taking away from this conversation, I think it’s that sentence, right? Absolutely, that’s fantastic. Thanks again for sharing those tips, and I hope the audience is taking as many notes as I am during our conversation. Okay, two more questions before I let you go, Vincent, so here comes the bonus question. So you’re, this is the understatement of the year, but you’re a bit of a nomad, right? Like you’re originally from the Netherlands, you’ve lived in Greece, and now you’ve relocated, I think the last time we spoke, you were in Florence, and now you’ve moved somewhere else in northern Italy, right? So how has this lifestyle impacted you, personally and professionally? I mean, it’s clearly changed your view of the world, I’m sure. Vincent Weberink  34:39 Yes, so somehow I felt I was always stuck in the Netherlands as an entrepreneur. Because especially in the past, there is this thing, and I like to joke about it, where the Americans have the not invented syndrome, not invented here syndrome, the Dutch people have the invented hair syndrome, which means it’s all your Dutch. So therefore it can’t be good. And I felt I was very often, sort of, you know, locked up. And at the same time, the world is getting smaller and smaller every day. And I was lucky, being in technology, that we were able to then start moving abroad. And in all fairness, some of the moves we’ve done were actually caused because of the failures we’ve had, not that we run away or anything, but it was sort of, I was trying to do something locally. It didn’t really work. And then it was time for new challenges. And I found, always have found a lot of energy being able to now live in a completely different country, with a different language, with a different culture, and that really enriched my life. I started to look at things very, very differently, especially learning that everyone has a different view, whereas as a young person, I always had a very strong opinion, and the world had to be the way I saw it. But nothing is further from culture plays an incredibly important role on how people perceive things, how to behave, what kind of products they buy, how you should sell. Language plays an incredible, incredibly important role. So, yeah, I guess I was, I can’t say I was lucky because I created my own luck. I created my own decisions. I was lucky that my lovely wife and son have always supported me and that we’ve been on this journey through seven countries in the last 20 years. Yeah, and we’re in Italy at the moment. Indeed. Christian Klepp  36:35 Wow. Seven countries. Yeah, yeah. Amazing. Amazing. Yeah. That’s about the same number as in terms of my own experience. Like, I live in Canada now, and that’s country number seven. So there’s more, there’s more of us out there than you think, right? Like, exactly. So it’s very similar to my story. But, like, how’s your Italian? By the way. Vincent Weberink  36:57 It’s getting there. I’m studying hard at the moment, and, yeah, we sort of arrived here in January. Officially, my son is studying at university, and he’s finishing. But I guess, you know, I speak some Spanish, so Italian is slightly easier. Yeah. Christian Klepp  37:16 It’s, yeah, it is helpful. I realized, like, I also speak a certain level of Spanish, and that helped me get by even in a country like Portugal, where, Let’s appreciate it’s a complete it’s a different language, but there are some similarities. So they can understand what I’m saying, they’ll just answer in Portuguese, as long as you also understand what they’re saying, more or less. Yeah, I mean, I try to figure it out, and then they, they’ll, they’ll speak slowly, and I’m like, okay, okay, I got it. Obrigado, all right. Like, fantastic, fantastic. Vincent. Thank you so much for coming on the show and for sharing your experience and your expertise with the listeners. So please, a quick introduction to yourself and how people out there can get in touch with you. And by the way, I really love that we’re color coordinated. And for those that are listening to the audio version of this, we’re both wearing, like denim colored outfits. Vincent Weberink  38:11 Well, thank you Christian. Thank you very much for having me. It was a real pleasure. Yeah, of course. You know. My name is Vincent Weberink. My email is vincent@webberink.com and if anyone has any questions or potentially is interested in the book that I’ve just released, which is condensing 1000 books and failures and success, then of course, please, please get in touch with me. Thank you again. Christian Klepp  38:42 Fantastic, fantastic, and we’ll be sure to include a link to your book in the show notes. So once again, Vincent, thank you so much for your time. Take care. Stay safe and talk to you soon. Vincent Weberink  38:53 Looking forward, Christian, thank you very much. Take care.  Christian Klepp  38:56 Thank you. Bye for now. 

In a climate where many organisations are nervously dialling back on their social and environmental commitments, a surprising group is emerging as the new purpose pioneers - B2B brands. In this episode of Can Marketing Save the Planet?, we sit down with Dave Vann, MD of agency, said & done, to unpack their latest revealing research, ‘The Purpose Reckoning,' which surveyed over 300 businesses. Our conversation delves into the current situation we are seeing across the business landscape where leaders feel caught between political and economic pressures to stay quiet, and their personal desire to be more outspoken and drive impact. Dave shares a whole host of key findings such as, while organisations overall are pulling back, this trend is heavily influenced by size and exposure to the US market. Larger, US-connected firms are retreating, while smaller UK-focused SMEs are largely "carrying on as before." A central insight which we dive into is that B2B leaders are notably bullish on purpose, with “87% believing it will be a key differentiator in the future”. We explore why the B2B landscape is uniquely positioned for this, citing factors like emotionally-driven procurement decisions, a lower risk of public backlash compared to B2C, and the need to build resilient, future-proof supply chains. Dave issues a powerful call to action for marketers, urging them to step up and guide their organisations with both courage and strategic savvy. "We've got to be brave and we've got to be smart. This isn't just about doing the right thing. This is good for business.” When asked about the future of business, Dave hopes, we're in a place where the baseline has risen and there's just a widespread acceptance that of course business is here for improving the lives of people and the planet that we live in." And, we couldn't ages more. Tune in as we talk to Dave about: How, not talking about purpose isn't universal. Why B2B organisations see purpose as a future differentiator and aligns with the growing humanisation of B2B marketing. Why there's a significant disconnect between corporate action and personal conviction. How many leaders wish their organisations were more vocal, even as external pressures force them to dial back. The need to look beyond compliance. Regulation may set a baseline but true progress requires a "care" mindset which focuses on genuine impact and brand building. The need to find your strategic niche, which aligns with your business, customers, and differentiates you from your competitors. For more information: said & done website: https://www.saidanddone.co.uk/ ‘The Purpose Reckoning' research: https://www.saidanddone.co.uk/purpose-reckoning-research Dave's LinkedIn profile: https://www.linkedin.com/in/dave-vann/ We also talk about the recent MarketingKind webinar-turned-podcast he sharfed. And so, here's a link to that: https://podcasts.apple.com/us/podcast/ty-heath-thomas-kolster-dave-vann-on-b2b-marketing-purpose/id1725793542?i=1000733018569 Enjoy - and if you love the podcast, share with your friends, family and colleagues. ________________________________________________________________________ About us… We help Marketers save the planet. 

Is the increasing investment in marketing by SMBs a sign of growth and optimism, or is it masking a deeper struggle with confidence and effectiveness? Agility requires not only adapting to the rapid pace of technological change but also understanding the core challenges faced by your customers, like SMBs struggling to measure marketing ROI. It also demands a willingness to simplify complex tools and processes, empowering businesses to achieve more with less. Today, we're going to talk about the evolving landscape of marketing for small and medium-sized businesses, the challenges they face, and how B2B marketers can become essential partners in their success. To help me discuss this topic, I'd like to welcome Frank Vella, CEO at Constant Contact. About Frank Vella I am the CEO of Constant Contact, a comprehensive digital and ecommerce marketing platform that makes it simple and effective for a business to market or sell their idea in today's complex online marketing world. We strive to anticipate our customers' needs and provide them with the tools and support they need to improve their businesses. Because when they succeed, we succeed.Prior to joining Constant Contact, I built best-in-class operations at various sized tech firms across the globe, including top-tier companies like Microsoft, GE Capital, HP Enterprise and Xerox. I have led companies through growth, transformation and successful exits while remaining focused on building a terrific culture and keeping a company's product and presence ahead of the crowd. I'm a proud Canadian expat now living in New York City, and in my free time I enjoy traveling with my family. Frank Vella on LinkedIn: https://www.linkedin.com/in/frank-vella/ Resources Constant Contact: https://www.constantcontact.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Is the increasing investment in marketing by SMBs a sign of growth and optimism, or is it masking a deeper struggle with confidence and effectiveness? Agility requires not only adapting to the rapid pace of technological change but also understanding the core challenges faced by your customers, like SMBs struggling to measure marketing ROI. It also demands a willingness to simplify complex tools and processes, empowering businesses to achieve more with less. Today, we're going to talk about the evolving landscape of marketing for small and medium-sized businesses, the challenges they face, and how B2B marketers can become essential partners in their success. To help me discuss this topic, I'd like to welcome Frank Vella, CEO at Constant Contact. About Frank Vella I am the CEO of Constant Contact, a comprehensive digital and ecommerce marketing platform that makes it simple and effective for a business to market or sell their idea in today's complex online marketing world. We strive to anticipate our customers' needs and provide them with the tools and support they need to improve their businesses. Because when they succeed, we succeed.Prior to joining Constant Contact, I built best-in-class operations at various sized tech firms across the globe, including top-tier companies like Microsoft, GE Capital, HP Enterprise and Xerox. I have led companies through growth, transformation and successful exits while remaining focused on building a terrific culture and keeping a company's product and presence ahead of the crowd. I'm a proud Canadian expat now living in New York City, and in my free time I enjoy traveling with my family. Frank Vella on LinkedIn: https://www.linkedin.com/in/frank-vella/ Resources Constant Contact: https://www.constantcontact.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

In this episode of The B2B Marketing Podcast, David Rowlands, Head of Product, B2B Marketing caught up with Vanessa Schotes, CMO, Enfuce. Shortlisted for B2B Marketer of the Year at the 2025 B2B Marketing Awards, Vanessa explains how marketing helped drive 450% growth in new territories and achieve a marketing ROI of 5:1. If you want to attend the B2B Marketing Awards ceremony in London this year, you can find out more information here: https://events.b2bmarketing.net/b2bawards

How Can B2B Marketers and Sales Teams Strengthen Results by Slowing Down Their Content Strategy?In this episode of B2B Marketing Excellence & AI, Donna Peterson shares an honest reflection on her lifelong tendency to rush, whether lifting weights or creating marketing campaigns, and what it taught her about strength, patience, and long-term results.Donna explains how slowing down helped her focus on what truly matters and how that same mindset applies to B2B marketing and sales alignment. When teams take time to understand their audience, measure what is working, and give each message more meaning, they build stronger relationships and measurable results. It is not about doing more; it is about doing what matters well.Through this episode, listeners will discover how slowing down their B2B marketing strategy can lead to greater clarity, trust, and long-term sales success. Donna encourages marketers and sales professionals to pause, reflect, and give each message the attention it deserves, because meaningful connections take time to build.Key Takeaways:Review your recent campaigns. Ask: Was this content created for output or for outcome? Identify what truly resonated with your audience and what felt rushed. Taking the time to reflect helps uncover insights that strengthen future marketing results.Add more weight to your message. Instead of producing high-volume, low-value content, focus on meaningful, insight-driven pieces that solve real problems and strengthen trust. Depth creates credibility and lasting impact.Establish a sustainable rhythm. Develop a steady pace for marketing and sales efforts that allows time for reflection, collaboration, and improvement. Consistency with purpose leads to stronger relationships, better alignment, and more qualified opportunities.Donna also highlights how AI tools can support this process by analyzing engagement patterns and helping teams spend more time building authentic connections. Using AI in B2B marketing strategy allows marketers to stay thoughtful and intentional without losing the human element.This episode will inspire B2B marketers and sales teams to slow down, focus on quality over quantity, and strengthen results through genuine, relationship-based marketing.Timestamps:00:00 Introduction: Are You Rushing Your Marketing?00:14 Personal Story: Fitness and Marketing Parallels00:58 The Problem with Rushing in Marketing02:15 The Importance of Slowing Down03:08 Creating Meaningful Content04:37 Building Trust with Your Audience05:45 Steps to Improve Your Marketing Strategy14:55 The Role of AI in Marketing16:29 Establishing a Sustainable Marketing Rhythm21:56 Conclusion: Authenticity and Long-Term SuccessContact Information: *** Reach out to dpeterson@worldinnovators.comif you'd like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams. *** Visit www.worldinnovators.comfor more resources on building stronger marketing and leadership strategies. *** Subscribe to the B2B Marketing Excellence & AI Podcast for weekly insights into marketing, leadership, and the future of AI.

In dieser Folge gibt es alle Insights, Learnings und Best Practices aus unserem Future of Revenue Marketing Event in Berlin. Unter anderem geht es darum, wie man ein B2B Event aufsetzt, anhand welcher Kriterien man Gäste und Speaker auswählt und welche Faktoren noch für den Erfolg entscheidend sind. Diese Folge ist Pflicht für alle B2B Marketer, die Events als wertvollen Touchpoint mit potenziellen Kunden und Partnern etablieren wollen. Jetzt reinhören!

When Jackie Slaght joined E Tech Group, she didn't expect to become the “accidental B2B marketer.” Now as Director of Marketing Communications, she's helping unify a global team through storytelling and a newly launched podcast, Beyond Tech. In this episode, Jackie shares how the show amplifies technical voices, strengthens internal communication, and fuels eTech's growing brand presence across multiple global locations.

What if the problem with your marketing isn't that content takes too long to create? Noz Urbina and Bouke Vlierhuis examine how AI has shattered the traditional content workflow, revealing that creation was never the real problem – it was just hiding all the other broken processes. They explore practical AI use cases that actually work, why aerospace engineering principles apply to content strategy, and how to avoid becoming the person who just "looks over the ChatGPT texts."  

This episode of the OnBase Podcast delivers a masterclass in building modern go-to-market strategies with ABM at their heart. Host Paul Gibson talks with Robert Norum about why a focused, account-based approach is no longer optional for B2B organizations—it's essential. Robert breaks down the journey from traditional, volume-based marketing to a sophisticated, tiered ABM model that aligns the entire organization.The conversation uncovers the most common challenges businesses face when adopting ABM, from securing leadership buy-in to managing expectations and moving beyond outdated MQL metrics. Robert provides a clear roadmap for success, emphasizing that ABM is not just a marketing tactic but a company-wide directive that unites sales, marketing, and customer success into a single, powerful growth engine.Listen to the full episode to gain the confidence and clarity needed to make ABM your primary GTM strategy.Key TakeawaysABM is the Go-to-Market StrategyFor enterprise organizations, ABM should be the central GTM strategy, not just another marketing program.Focus is EverythingAn account-based approach forces you to concentrate your budget, resources, and people on the accounts that truly matter..Alignment is Non-NegotiableSuccess depends on creating a "SWAT team" across sales, marketing, and customer success, all working toward shared account goals.Pilots Can Be a TrapTreating ABM as a short-term pilot is a recipe for failure; it requires long-term investment and commitment from the top down.Measure What MattersMove beyond MQLs and vanity metrics. Focus on moving the dial within target accounts, expanding your footprint, and creating real pipeline opportunities..Quotes"ABM is the glue that has the potential to really connect organizations and break down silos across different teams"Best Moments (04:37) – The Evolution of ABM: Robert discusses how ABM grew from a one-to-one approach for large enterprises to a scalable, multi-tiered strategy.(09:05) – The Case for Focus: Why concentrating on high-value accounts is the most critical decision a B2B business can make today.(20:12) – The Biggest ABM Challenge: The most common mistake companies make is diving in without defining what ABM means for their organization and getting leadership buy-in.(24:17) – The End of Silos: How an account-based approach fosters an equal partnership between sales and marketing.(30:50) – Winning Over Leadership: Strategies for building a compelling business case for ABM and getting the C-suite excited.(42:40) – The Role of AI: How AI will accelerate ABM, but human intelligence remains essential to brief, interpret, and quality-check the output.Resource RecommendationsBooks:Account-Based Marketing: The Definitive Handbook for B2B Marketers by Bev Burgess.Shout-OutsJon Miller - MarTech entrepreneur,Co-founder at Marketo and EngagioMarta George - Head of EMEA AMB Programmes, Ping Identity.Lianne O'Connor - Global Field & ABM Marketing Director, Fluke Corporation.Andy Johnson - Founder and Director of Client Strategy, HUT 3.Charlotte Graham-Cumming - CEO, Ice Blue Sky Corporation.About the GuestRobert Norum is a B2B Marketer with over 30 years experience. He has worked in magazine publishing, IT distribution, marketing agencies and for the last 20 years as an independent marketing consultant. During this time he has worked on brand, demandgen, channel, ecommerce and sales enablement. For the last 10 years he had specialised in ABM working with a number of leading agencies and directly for wide cross-section of global brands. Since 2017, he has delivered the ABM Essentials training course for B2B Marketing training over 750 marketing professionals in the process. Robert has also been the ABM and Demand Strategy Expert on Propolis since its launch.Connect with Robert.

In dieser Folge lüften Tim und Matthis das Geheimnis, warum sich viele B2B-Events nicht mehr lohnen, um langfristige Beziehungen zu schaffen und Kunden zu gewinnen. Außerdem geht es darum, was Micro-Events sind, wieso dieses Format für B2B Marketer eine echte Alternative darstellt und worauf es bei der Durchführung ankommt. Tim gibt hierzu einen exklusiven Sneak Peek in die Planung unserer Event-Reihe „The Future of Revenue Marketing". Jetzt reinhören!

#278 Content | In this episode, Dave brings together five B2B marketers who aren't just talking about AI, they're actually using it to change how their teams work. Each finalist from the Exit Five x Walnut AI Sessions takes the (virtual) stage to demo their workflow, share results, and answer questions from the judges.Here's what you'll hear:Jillian Hoefer's “content concierge” GPT trained on proprietary research to surface stats, quotes, and data for blogs, sales decks, and thought leadershipJake Heap's workflow using Meshy + VEO 3 to turn a simple mascot into animated 3D brand characters in minutesJessica Lytle's no-code ROI calculator built in Lovable that sales reps now run live on calls to build business casesUgi Djuric's high-volume content engine that scrapes industry news and sales call transcripts, then uses AI to summarize, generate content ideas, and even score leadsAnton Ruis' AI-powered buyer brief builder that pulls real-time economic data and tailors sales messaging to specific personasIt's part workshop, part competition, and packed with creative, tactical ways to put AI to work in B2B marketing today.Timestamps(00:00) - – Dave kicks off in a tux (02:44) - – Record-breaking registrations (03:22) - – Meet the judges: Benny & Jess (08:10) - – Jillian's “victim of repurposing” intro (08:50) - – Building a “content concierge” GPT from research data (10:14) - – Injecting stats + quotes into blogs and decks (14:10) - – How one report fueled 9+ months of content (19:10) - – Jake on bringing AI into marketing ops (20:33) - – Turning a mascot into a 3D character with Meshy (21:18) - – Animating it in VEO 3 (no designer needed) (24:33) - – Cutting animation time from weeks to minutes (30:32) - – Jessica builds a no-code ROI calculator in Lovable (33:41) - – AEs use it live on sales calls (34:25) - – Adding benchmarks + transparency to ROI math (41:43) - – Ugi's AI engine scrapes + summarizes industry news (44:00) - – Training custom GPTs on expert insights (50:40) - – Anton's real-time buyer briefs from economic data (53:15) - – Tailoring briefs for CROs, enablement, PMMs (56:59) - – Judges crown the winning use case + Dave's 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 Qualified.AI is the hottest topic in marketing right now. And one thing we hear a lot of you marketers talking about is how you can use AI Agents to help run your marketing machine.That's where Qualifed comes in with Piper, their AI SDR agent.Piper is the #1 AI SDR Agent on the market according to G2, and hundreds of companies like Box, Asana, and Brex, have hired Piper to autonomously grow inbound pipeline. How good does that sound?Qualified customers are seeing a massive business impact with Piper: a 3X increase in meetings booked and a 2X increase in pipeline.The Agentic Marketing era has arrived. And if you're a B2B marketing leader looking to scale pipeline generation, Piper the #1 AI SDR Agent is here to help.Hire Piper, the #1 AI SDR Agent, and grow your pipeline today.You can learn more at qualified.com/exit5

What do Michael Kors, Blue Nile, and Typeform have in common? More than you'd think. Daniel's OUT, Tamara's IN. She's joined by Kevin Branscum, a brand leader who's worked across fashion, luxury, and B2B SaaS. Together, they explore why the best brands aren't built on features or functions but on feelings, cultural awareness, and creativity. What can SaaS and B2B Marketers learn from fashion CMOs? Turns out, there's a similar connection between people and software beyond just its practical use. Research should go beyond product usage into the real lives of customers. And, Brand can (and should) be an “always on” refresh. They also dig into how to avoid the copycat trap of competitor marketing and why taste might just be the most important marketing skill in the AI era. If you're a marketer who wants to build a brand people actually connect with, this episode is for you. Follow Kevin: LinkedIn: https://www.linkedin.com/in/kevinbranscum/ Follow Tamara: LinkedIn: https://www.linkedin.com/in/tamaragrominsky/ Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

In this episode of Confessions of a B2B Entrepreneur, host Jamie Pagan, from the Revenue Career Ladder podcast, speaks with Tom Hunt, founder of the B2B podcasting agency Fame. They discuss Tom's unconventional career journey, beginning with early jobs frying chips and washing dishes, which instilled a strong work ethic. The conversation traces his path through large consulting firms like Ernst & Young, and Accenture, where he learned invaluable soft skills and remote management. It then covers his entrepreneurial ventures, from a failed male leggings company to a successful SaaS business, before he finally doubled down on his passion for marketing and audience building to create Fame. This episode provides an honest and tactical look at how a non-linear career path can lead to entrepreneurial success.

In this episode of Confessions of a B2B Entrepreneur, Jeff Rudner, host of 5 to 50: Financial Strategies for Growing Companies, interviews Tom Hunt, Founder and CEO of Fame, to reveal how he built a B2B podcast agency to £4M ARR without external funding. Tom shares lessons from 17 previous business attempts, emphasizing the critical role of financial discipline and the power of hyper-focus on core services. Discover his unique risk assessment framework, practical EOS implementation, and the vital role of culture in scaling. This episode delivers actionable strategies on cash flow, profitability, operational efficiency, and team incentives, demonstrating why doing less exceptionally well is the key to lasting growth.

In this episode of Confessions of a B2B Entrepreneur, Shenandoah Chefalo, the host of Mindful Management: Creating a Trauma-Informed Work Environment, welcomes Tom Hunt, the Founder and CEO of Fame. What happens when a CEO admits they're figuring it out as they go? Tom candidly shares his blueprint for building a thriving 70-person remote company, emphasizing the power of trust over micromanagement and delving into the essence of trauma-informed leadership. Discover Fame's innovative strategies for fostering team cohesion, including empowering employee autonomy and unique initiatives like the 'Culture Club'. This episode offers practical wisdom for leaders on manager training, building genuine connections, and why embracing vulnerability can be your most authentic leadership strategy in the modern workplace.

In this episode of Confessions of a B2B Entrepreneur, Tom Hunt interviews Marc Seitz, the Co-Founder of Papermark. Discover how Papermark disrupted the virtual data room market, scaling from $20K to £60K MRR through a unique combination of open-source innovation, strategic SEO targeting established competitors, and a powerful product-led viral growth model. Marc shares invaluable insights into rapid customer support and feature development, showcasing how bootstrapping can lead to significant success and accelerate product-market fit. This is essential listening for B2B founders seeking sustainable growth strategies without external funding.

In this episode of Confessions of a B2B Entrepreneur, host Tom Hunt sits down with Alex Heublein, President of Innovation Business at Netsurit, to explore how businesses can effectively implement AI solutions that accelerate productivity and drive growth. Alex shares practical insights on optimising internal processes and enhancing customer research, demonstrating how AI can be a "bicycle for the mind" for your team. Discover how to leverage internal and external data to boost efficiency and make customers happier, all while maintaining data security and privacy.

In this episode of Confessions of a B2B Entrepreneur, Tom Hunt and Boobesh Ramadurai of LatentView Analytics explore how AI is revolutionising B2B marketing. Discover how enterprises can leverage AI for media mix modelling to optimise spend, significantly reduce customer acquisition costs, and boost lifetime value. The episode covers the pivotal shift from SEO to "generative engine optimisation" and the power of combining diverse data for deeper insights. Learn practical applications of generative AI for creative content and prototyping, plus insights into personalised B2B content and audio-first marketing intelligence. Essential listening for marketers keen to enhance ROI and adapt to the evolving digital landscape.

Tye DeGrange (CEO, Round Barn Labs), who shared tried and tested strategies on how B2B marketers can build trust for better results. Tye emphasized the importance of partnering with trusted industry voices such as influencers and affiliates to help build trust, demonstrate expertise, and drive measurable results. He also elaborated on how technology, social media, content authenticity, and customer persona alignment impact trust-building initiatives.

Most B2B teams think outbound is just about activity. Book meetings, hit quota, move on.But this week on The B2B Playbook, we sat down with Shawn Sease—aka The Professor of Prospecting—to expose why that model is broken.Shawn's seen it all. From old-school cold call sprints to modern GTM teams trying to do outbound in the age of AI. And he's brutally honest about what actually works today.Together, we unpack how to rebuild your sales development system around truth, timing, and trust—not just activity.Here's what we cover in this episode:+ Why most sales development strategies fail before the first call+ The power of cataloguing accounts (and why it's better than intent data)+ How to build outbound systems that don't collapse when your SDR quits+ What real Sales and Marketing alignment looks likeTune in and learn:+ Why timing is a weak signal (and what to track instead)+ How cataloguing transforms your outreach strategy+ What great commercial architecture actually looks likeThis episode is a must-watch if you're a B2B marketer or sales leader who's tired of outbound that doesn't scale, and wants a better way to reach your market.-----------------------------------------------------

#256 Email Deliverability | In this episode, Dan is joined by Sarah McNamara, Revenue Operations & GTM Strategy Lead at Vector, and Alex Fine, co-founder of Understory, an agency helping B2B SaaS companies scale with outbound, paid, and email. Both Sarah and Alex are experts in email strategy, specifically the behind-the-scenes mechanics that make or break your deliverability.They break down what B2B marketers often overlook when it comes to getting emails opened, read, and replied to, and share practical tactics to improve performance across newsletters, outbound, and lifecycle campaigns.Dan, Sarah, and Alex cover:Why email deliverability issues are more common than you think and how to spot them earlyThe metrics that actually matter (hint: opens and clicks aren't on the list)How to protect your domain reputation and warm up inboxes the right wayIf email is part of your GTM motion, this episode will help you reach more inboxes and stop your messages from disappearing into the void.Timestamps(00:00) - – Intro (03:18) - – Meet Sarah and Alex (05:23) - – Why email deliverability matters more than subject lines (07:38) - – How to tell if you have a deliverability problem (09:53) - – The most useful (and overlooked) deliverability metrics (12:13) - – Why replies matter more than opens or clicks (14:38) - – Tools Alex and Sarah use to monitor deliverability (16:53) - – Should you buy a dedicated IP? (18:48) - – How to evaluate platforms for deliverability (21:08) - – Getting sales to care about data hygiene (23:38) - – Deliverability tips for small senders and solopreneurs (27:34) - – Subdomains vs. secondary domains (30:24) - – How many inboxes per domain is too many? (32:29) - – Best practices for cold outreach (35:19) - – How security bots skew your open and click data (38:19) - – What counts as “spam” (and how filters decide) (41:34) - – How to re-engage cold or inactive lists (44:19) - – What to A/B test in subject lines (and when it's pointless) (47:29) - – How to build a healthy, opt-in list from scratch (50:19) - – When to stop emailing cold leads (52:34) - – Welcome sequence tips for engaged subscribers (55:29) - – How to warm up a new domain (58:49) - – Final takeaways and advice 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***Today's episode is brought to you by Knak. Email (in my humble opinion) is the still the greatest marketing channel of all-time.It's the only way you can truly “own” your audience.But when it comes to building the emails - if you've ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That's why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.Frustrated by clunky email builders? You need Knak.Tired of ‘hoping' the email you sent looks good across all devices? Just test in Knak first.Big team making it hard to collaborate and get approvals? Definitely Knak.And the best part? Everything takes a fraction of the time.See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.***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 of the Purposeful Marketing Podcast, Aaron and James chat with Peter Murphy Lewis to explore the concept of community. They discuss the importance of being present in relationships, the value of seeking out new experiences, and how curiosity can lead to better marketing strategies. Peter shares anecdotes about living in a zoo and the lessons learned from communal living, emphasizing the significance of being helpful and building connections. The conversation highlights the need for marketers to focus on community engagement and the human aspect of their work.Subscribe to the ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Purposeful Marketing Podcast.⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠~Market with purpose for the everyday practitioner ~Connect with the hosts:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James BoeckmannConnect with the guest:Peter Murphy LewisStrategicPete.com

ABM programs often fail to deliver revenue results. Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in transforming account-based marketing strategies into effective revenue generators. She breaks down the five most critical three-letter acronyms for B2B marketers today—ABM, CRM, MQA, MQL, and CAC—while explaining how to build holistic omni-channel ABM frameworks that contribute meaningfully to sales pipelines.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

ABM programs often fail to deliver revenue results. Nadia Davis, VP of Marketing at CaliberMind, shares her expertise in transforming account-based marketing strategies into effective revenue generators. She breaks down the five most critical three-letter acronyms for B2B marketers today—ABM, CRM, MQA, MQL, and CAC—while explaining how to build holistic omni-channel ABM frameworks that contribute meaningfully to sales pipelines.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Emeric Ernoult, Co-Founder and CEO of Agorapulse, talks about how the company grew from a Facebook contest tool into a full social media management platform. He shares the ups and downs of keeping up with the fast-changing world of social media marketing and how B2B marketers can the get most out of their social media platforms. He encourages B2B marketers to focus on providing value through educational and entertaining content and offers practical advice for leveraging team members and influencers to enhance social media engagement. About Agorapulse Founded in 2010 by Emeric Ernoult and Benoît Hédiard, Agorapulse is a leading social media management platform headquartered in Paris, France. Designed for businesses, agencies, and marketers, Agorapulse streamlines social media workflows by providing tools to schedule posts, monitor conversations, engage with audiences, and analyze performance across multiple platforms, including Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok. About Emeric Ernoult Emeric is the co-founder and CEO of Agorapulse, a leading social media management platform he grew to $20 million in revenue without external funding. Under his leadership, Agorapulse has distinguished itself in the competitive landscape by ranking #1 across top software review sites like G2, GetApp, Capterra, Appvizer (France), and OMR (Germany). Emeric's strategic vision and commitment to innovation have set industry benchmarks, including the first-ever social media inbox in 2014 and pioneering ROI tracking and analytics features for social media—patented innovations that help marketers prove the value of their investments. Time Stamps 00:00:17 - Guest Introduction: Emeric Ernoult 00:02:07 - Differences Between the Bay Area and Europe for Startups 00:04:19 - Agorapulse: Solving Social Media Chaos 00:09:29 - B2B Marketing: Beyond LinkedIn 00:11:02 - Measuring Social Media Success 00:16:21 - The Challenge of Entertaining vs. Selling on Social Media 00:21:47 - Tips for B2B Marketers to Create Engaging Content 00:25:59 - Best Marketing Advice Received 00:28:34 - Advice for New Marketers 00:31:47 - Connecting with Emerick and Agorapulse Quotes "Social media is probably the most chaotic channel in the whole marketing world. Compare that to email, super simple... Social is not simple, not easy." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If there's no proof that this works, it's not going to get budget, it's not going to get human resources, it's not going to get attention." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "In order to measure anything, you have to have an analytics framework in place. If you are not defining what are the CTAs you want to track on your website, you're not going to be able to track anything on social media." Emeric Ernoult, Co-Founder and CEO of Agorapulse. "If you are not in constant learning mode, you're going to be out of place in six months. The assets to learn and to stay on top of your game are here, free, in abundance." Emeric Ernoult, Co-Founder and CEO of Agorapulse. Follow Emeric: Emeric Ernoult on LinkedIn: https://www.linkedin.com/in/ernoult/?originalSubdomain=fr Agorapulse's website: https://www.agorapulse.com/ Agorapulse on LinkedIn: https://www.linkedin.com/company/agorapulse/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier's other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547  

This week's show is entitled, "Courageous Marketing: The B2B Marketer's Playbook for Career Success" and my guest is Udi Ledergor, Chief Evangelist at Gong. Tune in to... Learn how to create memorable brand experiences and why they are crucial for lasting customer connections. Understand the balance of providing psychological safety and process accountability to inspire innovative marketing teams. Discover how to shape a courageous career by aligning your strengths with the right opportunities and roles. Listen Now | Watch the video HERE   Matt interviews the best and brightest minds in sales and Marketing.  If you would like to be a guest on Sales Pipeline Radio send an email to acceleration@heinzmarketing.com. Sales Pipeline Radio was recently listed as one of 30 Best Sales Management Podcasts and Top 60 Sales Podcasts You can subscribe right at Sales Pipeline Radio and/or listen to full recordings of past shows everywhere you listen to podcasts! You can even ask Siri, Alexa and Google or search on Audible!  

Think LinkedIn is the place to reach technical buyers?Auvik CMO Susanne Rodriguez breaks down how her team built an insanely effective Reddit and Facebook strategy — yes, Facebook — to reach IT pros who dodge sales emails like it's their job (because it is).We're talking memes that convert, subreddits that slap, and how to avoid getting flamed by Reddit mods who smell B2B fluff from a mile away. You'll also hear how Auvik got dragged for a meme, owned it publicly, and came out stronger — a.k.a. how to market like a human.If you've ever uttered the words “we need more MQLs” while ignoring your company's meme game… this one's for you.

Join me, Louise Brogan, in this episode of Raise Your Visibility Online as I dive into LinkedIn's big move toward vertical video—and what it means for B2B marketers like us. I'll walk you through the new video tab features, share practical production tips, and show you how to tap into the latest trends to boost your visibility. I also break down insights from LinkedIn's 2025 Grads Report, including the most in-demand jobs and fastest-growing cities. Plus, I introduce you to Descript—my go-to video editing tool that makes creating content so much easier. If you want to stay ahead on LinkedIn, don't miss this episode. You'll get weekly updates, practical tips, and the tools I use to grow my business—and help you grow yours. 00:40 LinkedIn's Big Push into Video 01:19 Leveraging LinkedIn's Video Features 03:35 Production Tips for LinkedIn Videos 04:30 Spotlight on LinkedIn Video Creators 05:55 LinkedIn Grads 2025 Report Insights 08:06 Descript: A Handy Video Editing Tool 09:52 Conclusion and Weekly Updates

Sean Adams, CMO of Brand Metrics, discusses brand measurement and its impact on how B2B marketers approach their advertising strategies. He highlights the importance of understanding consumer perception through metrics such as awareness, consideration, preference, and action intent, while advocating for a holistic approach that goes beyond last-click attribution. He also shares his thoughts on the challenges B2B marketers face in measuring brand effectiveness and emphasizes the need for consistent messaging. About Brand Metrics Brand Metrics' is a technology company measuring brand lift at scale. Brand Metric's unique SaaS solution measures campaigns as small as 50k impressions across display, video, branded content, and now CTV, delivering four key metrics – awareness, consideration, preference and intent - that are benchmarked against 50k+ campaigns across 122 industry categories. Brand Metrics is trusted by 60+ publishers, including NYT, The Guardian, and Bloomberg. More info at www.brandmetrics.com About Sean Adams Sean is Chief Marketing Officer at Brand Metrics, where he helps raise the profile and relevance of the company and its unique ad effectiveness solution to the advertising and media industry. He has previously held a variety of strategic roles in advertising and media agencies across the UK and Australia. He later ran his own research company in Sydney for 10 years, before returning to the UK to lead the commercial insight team at News UK. He then joined Brand Metrics. Time Stamps 00:00:17 - Guest Introduction: Sean Adams, CMO of Brandmetrics 00:02:46 - Overview of Brandmetrics 00:03:56 - Understanding Brand Lift 00:05:30 - Challenges of Last-Click Attribution 00:11:22 - B2C vs. B2B Brand Measurement 00:12:45 - Importance of Brand in B2B Marketing 00:14:02 - Advice for B2B Marketers on Branding 00:16:16 - Examples of Brand Lift Success 00:20:43 - Brandmetrics Marketing Strategy 00:24:36 - Quickfire Questions: Marketing Advice 00:27:02 - Contact Information and Closing Remarks Quotes "Brand lift is a way to try and measure the changes to consumers' perception towards a brand as a result of exposure to an advertising campaign." Sean Adams, CMO at Brand Metrics. “One of the problems with digital marketing is there can be a desire to measure it, but a lot of things come down to the click." Sean Adams, CMO at Brand Metrics. “If you continually do short term tactical activity, what that will do in the long term is it will damage your brand. I think that's true for B2B as well as big consumer companies." Sean Adams, CMO at Brand Metrics. Follow Sean: Sean Adams on LinkedIn: https://www.linkedin.com/in/seanadams13/ Brand Metrics website: https://www.brandmetrics.com/ Radiate B2B on LinkedIn: https://www.linkedin.com/company/brand-metrics-sweden/ Follow Mike: Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/ Napier website: https://www.napierb2b.com/ Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/ If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier's other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547

In this episode of the Purposeful Marketing Podcast, the hosts discuss how to build community in marketing with Marcie Walker, Senior Community Manager at LucidLink. They explore how community can be defined, the importance of leadership in community building, and how businesses can leverage community for marketing, revenue, and relationships. Connect with the hosts:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Mary Keough⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Aaron Weekes⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠James Boeckmann⁠⁠⁠⁠⁠Connect with the guest:Marcie Walker

Guy's Star Wars film made with AI: https://youtu.be/A_8Md9j2uXQ?si=CZqEBp-OqqDLF4Qu

Let's talk about the 3Cs of an awesome LinkedIn B2B Marketer - curiosity, consistency and connection driven. Key moments in this episode - 00:00 Standing Out in B2B Marketing00:47 9 Essential Characteristics of B2B Marketing Leaders03:43 Curiosity06:19 Consistency07:28 Connection Driven10:31 Conclusion: The Three C's for B2B Marketing SuccessCONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletterRegister for a FREE Metricool account today and use Code MICHELLE30 to try any Premium Plan FREE for 30 days.

Do you find it tough to keep up with LinkedIn's updates? Good news - this episode powers through six key LinkedIn updates every B2B Marketer needs to know. Key moments in this episode - 00:00 Introduction to LinkedIn Changes00:44 Six Key LinkedIn Changes Overview02:41 LinkedIn Profile Banner Update04:19 Enhanced Newsletter Analytics05:23 LinkedIn Video Feed on Desktop07:07 Premium Duo Subscription08:26 Profile Appearances Analytics10:21 Comment Impressions Analytics12:07 Conclusion and Upcoming EventsCONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days.

We chat with Leslie or Ciao Lulu!, a CNBC MakeIt Contributor, and B2B marketer about lessons she had learned while living in Milan, tips for those considering taking a job assignment that would relocate them, what has surprised her most during her expat journey, and more!   Visit Ciao Lulu!'s site, for business people interested in expat life. Live and work abroad: 5 reasons to encourage you to go now. CNBC MakeIt!: 'I left the US for Italy 20 years ago and 'I'm so glad' I did - the top 4 most important lessons I learned' Leslie Strazzullo on LinkedIn

We can't just blame the LinkedIn algorithm for poor Company Page engagement rates. Let's explore content fails and strategies on how to fix these common mistakes for your Company Page. If you are a LinkedIn Company Page admin or B2B Marketer this episode is a must listen for your B2B brand. Key moments in this episode - 00:00 LinkedIn Company Page Engagement01:18 Understanding LinkedIn's Algorithm Challenges02:59 Common Mistakes in LinkedIn Page Content Strategy05:53 The Power of Demand Generation Content on LinkedIn12:01 How to fix your Company Page content strategy17:57 Audit your LinkedIn Company Page contentCONNECT WITH MICHELLE J RAYMOND Michelle J Raymond on LinkedIn Book a free intro call https://socialmediaforb2bgrowthpodcast.com/ B2B Growth Co newsletterToday's episode is sponsored by Metricool. Make sure to register for a FREE Metricool account today. Use Code MICHELLE30 to try any Premium Plan FREE for 30 days. https://i.mtr.cool/NEDXVZ

In this episode, Dave sits down with Melton Littlepage, CMO at 1Password, to discuss how he's transforming a well-known consumer brand into a B2B category leader in cybersecurity. With decades of experience in SaaS marketing, Melton shares insights on category creation, demand generation, and the intersection of brand and product marketing—and why being the leader in your space matters more than perfect attribution.Dave and Melton cover:Why category leadership is critical and how to position your company as #1How enterprise marketing, brand-building, and demand gen work together to drive growthHow 1Password is expanding beyond password management to create a new categoryTimestamps(00:00) - – Intro to Melton (06:15) - – The evolution of marketing from demand gen to category creation (09:24) - – The balance between data-driven marketing and brand-building (10:58) - – Why attribution alone won't make your company “hot” (11:31) - – The importance of category leadership and market perception (13:43) - – How 1Password is shifting from password management to Extended Access Management (XAM) (16:07) - – How COVID changed the cybersecurity landscape (18:20) - – Why legacy security tools aren't enough for modern businesses (20:50) - – The role of category creation in defining 1Password's future (22:05) - – Naming and positioning a new category (Extended Access Management) (23:44) - – The risks and rewards of category creation vs. competing in an existing space (25:48) - – Why CISOs are hesitant to be early adopters—and how to shift buyer perception (29:20) - – The strategy behind creating demand for a new category (31:17) - – Lightning strike moments and big brand plays for category awareness (33:56) - – Structuring a marketing team to support both enterprise and self-service growth (37:50) - – Balancing B2B and consumer marketing (41:15) - – Why 1Password invested in sports sponsorships (44:12) - – The power of emotional marketing and brand trust in enterprise sales (46:59) - – Thought leadership and analyst relations in shaping a category (48:21) - – Final takeaways 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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

As generative AI changes how buyers search for information, what should marketers do to adapt their content strategies? This week on What It Means, Principal Analyst Lisa Gately shares her advice and previews her session on the topic at Forrester's B2B Summit North America.

#222: Website Teardown | Do your product pages actually tell potential customers what they need to know—or are they just a list of features they'll ignore? In this session from the Ultimate Roast of B2B Websites, Madhav Bhandari, Head of Marketing at Storylane, joins Robert Kaminski, Co-Founder at Fletch PMM and Dan Murphy, COO at Exit Five to tear down real B2B product pages, exposing what works, what doesn't, and how to fix it.They also cover:The biggest mistakes B2B marketers make on product pages (and how to fix them).How to structure a product page that drives trials and conversions.The role of interactive demos, videos, and CTAs in guiding prospects to the next step.Timestamps(00:00) - - Introduction to Madhav, Robert, and Dan (02:38) - - Why most B2B product pages fail to convert (04:13) - - The five biggest mistakes companies make on product pages (06:50) - - The importance of clear messaging over a list of features (09:08) - - Should you use videos, screenshots, or interactive demos? (11:39) - - How to structure a product page that actually drives trials (13:31) - - Breaking down the role of CTAs and conversion flow (15:44) - - First product page teardown: What works and what doesn't (23:00) - - Product gifs vs. static images (25:27) - - Second product page teardown: Fixing common UX mistakes (28:45) - - When and where to use customer testimonials (32:10) - - Why gating product demos might be hurting your conversions (34:55) - - Third product page teardown: CTA placement and messaging (37:25) - - The biggest takeaway from testing hundreds of product pages (40:30) - - Quick wins to improve your product pages today (43:37) - - Final takeaways 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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

Episode #221: Strategy | In this episode, Matt Carnevale sits down with Drew Giovannoli, founder of Buried Wins, to dive deep into Win/Loss analysis and how product marketers can use it to drive better sales, positioning, and competitive strategy. Drew shares how he helps B2B companies turn customer insights into revenue-driving decisions, plus the three key changes every product marketer should make to get promoted.Matt and Drew cover:Why you shouldn't obsess over lost deals - and how to focus on winning more of the right customers instead.How competitive intelligence can shape your positioning and sales strategy.How to structure Win/Loss programs to influence product, sales, and marketing strategies.Timestamps(00:00) - - Introduction to Drew (04:13) - - What is Win/Loss analysis and why it matters (06:50) - - Why companies obsess over lost deals (and why that's a mistake) (09:08) - - The real value of analyzing won deals instead of just losses (11:39) - - How to identify your best customers and find more like them (13:31) - - The power of competitive intelligence in shaping positioning and sales (15:44) - - How to ethically gather insights from former competitor employees (18:54) - - Common mistakes companies make when running Win/Loss programs (21:09) - - How to structure a Win/Loss interview for maximum insights (25:27) - - The key questions to ask during Win/Loss interviews (28:45) - - Why sales and marketing alignment is critical for Win/Loss success (32:10) - - How Win/Loss analysis can influence product roadmap decisions (34:55) - - The best way to present Win/Loss findings to executives (37:25) - - How to turn insights into action and drive real business impact (40:30) - - A step-by-step guide to launching a Win/Loss program (43:37) - - Final takeaways and advice for product marketers 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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

Matthew Carnevale, Head of Community at Exit Five, introduces AI Playbooks, a new on-demand training program packed with expert-led tutorials and ready-to-use templates designed to help you drive better results with AI.No fluff, no theory—just real playbooks from 15 B2B marketers showing exactly how they use AI for ICP research, personalization at scale, cold email automation, marketing video creation, SEO, and more.If you're tired of the AI noise and want actionable tactics you can use immediately, this course is for you. Learn more and sign up at exitfive.com/ai-playbooks. 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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

Episode #220: Website Teardown | In this session from the Ultimate Roast of B2B Websites, Dave Gerhardt teams up with Diane Wiredu, messaging strategist and founder of Lion Words, and Lee Reshef, Head of Product Marketing & Retention at Fiverr, to break down what makes a high-converting B2B homepage. They critique real B2B homepages, analyzing messaging, design, and user experience to highlight what works, what doesn't, and how to fix it.Dave, Diane, and Lee cover:The biggest homepage mistakes B2B companies make (and how to fix them).What belongs above the fold to grab attention and drive action.How to balance messaging for multiple personas without overwhelming visitors.If your homepage isn't converting (or is the subject of endless internal debates), this episode is packed with actionable insights to help you optimize it.Timestamps(00:00) - - Intro to Diane and Lee (03:48) - - Common homepage mistakes that kill conversions (05:02) - - What belongs above the fold and why it matters (06:41) - - The role of messaging in homepage clarity and engagement (08:22) - - Balancing multiple personas without overwhelming visitors (09:36) - - Homepage copywriting do's and don'ts (14:09) - - The importance of A/B testing and user feedback (16:30) - - Homepage layout best practices for conversion (18:54) - - Homepage roast: Amplemarket (24:19) - - Homepage roast: Chattermill (31:27) - - The role of trust indicators and social proof (33:55) - - Common design mistakes that reduce homepage effectiveness (37:25) - - Homepage roast: PrimePay (42:20) - - Messaging clarity vs. overcomplicating the value prop (45:45) - - Final 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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 sits down with Trinity Nguyen, CMO at UserGems, to discuss her journey from first business hire to CMO, the role of product marketing in B2B, and how AI is transforming outbound sales. Trinity got started at UserGems' by building their first website for free, then got hired as Head of Marketing and has shaped the company's ABM strategy and demand generation playbook.Dave and Trinity cover:Why every startup should hire a product marketerHow to develop a strong vision and align with product teamsScaling outbound with AI-driven ABM and sales engagementTimestamps(00:00) - - Intro to Trinity (07:31) - - Why product marketing is the foundation of great B2B marketing (09:08) - - The importance of positioning and messaging in a competitive market (11:17) - - How Trinity rebuilt UserGems' website for free before joining the company (12:34) - - Negotiating your role and setting the foundation for marketing (14:10) - - Why marketing should own SDRs and outbound prospecting (15:51) - - The early days of building demand gen at UserGems (17:29) - - Differentiation and positioning in a crowded market (19:34) - - Aligning marketing with product teams and company vision (23:15) - - Developing ICP and refining target accounts (26:00) - - Why outbound was the first major pipeline driver for UserGems (27:50) - - Transitioning from a startup to a growth-stage company (30:05) - - How UserGems runs ABM at scale (32:19) - - The AI shift in outbound marketing and its impact (35:31) - - AI for sales outreach and improving outbound efficiency (38:55) - - Why Trinity was initially skeptical about AI in outbound (41:38) - - Cutting spend while increasing pipeline with AI-driven outbound (44:22) - - The role of brand and inbound marketing in a demand gen playbook (46:34) - - Why traditional inbound marketing didn't work for UserGems (48:20) - - Creating engaging demand gen campaigns (50:15) - - Final takeaways 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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

You work hard to drive traffic to your landing pages – they're the backbone of lead generation and conversion.In this session from our Ultimate Roast of B2B Websites, Tas Bober, Founder of The Scroll Lab, Gabi Sellam, Conversion Specialist at Fiverr, and Will Hoekenga, Founder of Six Words Studio and expert copywriter, sit down to discuss how to nail your B2B landing pages. The panel breaks down real B2B landing pages, highlighting common mistakes, best practices, and live optimizations that can increase conversions and improve user experience.Danielle, Gabi, Tas, and Will cover:Why clarity, user intent, and strong CTAs are crucial for high-converting landing pages.The biggest design and messaging mistakes B2B marketers make.How to structure a landing page that captures attention and drives action.Timestamps(00:00) - - Introduction to Tas, Gabi, and Will (03:29) - - What makes a landing page high-converting? (05:17) - - The difference between landing pages, homepages, and blog posts (07:00) - - Why user intent matters in landing page optimization (08:37) - - Why you need clear headlines and strong CTAs (11:04) - - Common mistakes that kill landing page conversions (13:31) - - Why mobile optimization is critical for discovery and first impressions (16:01) - - The role of trust elements: testimonials, reviews, and credibility badges (18:36) - - Live landing page roast: VC3 (31:27) - - Live landing page roast: Mira (48:13) - - Live landing page roast: Metal 3D Printing Forming Page (50:27) - - Why B2B landing pages must prioritize clarity over creativity (53:19) - - How accessibility and contrast impact user engagement (55:30) - - Final takeaways on what makes a great B2B landing page 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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, Matt Carnevale sits down with Jessica Andrews, VP of Marketing at Copper, a CRM built specifically for agencies, consultancies, and media companies, designed to help relationship-driven businesses find ideal clients, win new business, manage projects, and nurture customer relationships. The two discuss Jessica's journey from Senior Product Marketing Manager to VP of Marketing, how she's navigated imposter syndrome, and her strategies for leading a successful marketing team.Matt and Jessica cover:Strategies for shifting from IC to a marketing leadership roleWhy product marketing is the foundation of great marketingHow product marketers can position themselves for leadershipTimestamps(00:00) - - Introduction to Jessica (02:08) - - Transitioning from product marketing to VP of marketing (06:05) - - Dealing with imposter syndrome and learning to trust your instincts (08:48) - - The shift from execution to strategy in a leadership role (10:30) - - Why taking time to think is crucial for marketing leaders (11:53) - - The power of networking and learning from other marketing leaders (13:54) - - How talking to agencies helped shape Copper's marketing strategy (15:13) - - Why product marketing is the foundation of great marketing (16:52) - - The importance of cross-functional alignment in marketing leadership (19:30) - - Understanding the mindset of sales teams and how to collaborate effectively (22:24) - - The challenge of getting buy-in for product marketing initiatives (27:41) - - Balancing being a strategic partner vs. an order taker (30:21) - - How to respond to last-minute requests and set expectations (32:43) - - Strategies for building strong relationships with sales and product teams (35:55) - - How to become T-shaped and prepare for marketing leadership (38:13) - - Learning demand gen and paid ads (40:23) - - Why marketing leaders need to understand revenue and business impact (42:31) - - Advice for product marketers who want to grow into leadership (43:17) - - Closing thoughts and final takeaways 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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

Neglected customers. Disconnected executives. And a limited budget. What if the remedy to all of the issues plaguing our marketing strategy was… simple? What if the key to staying relevant allowed marketers to do more with less?Adriana Gil Miner, Chief Marketing and Strategy Officer at Iterable, shares her modern marketing playbook — and there's a lot to learn. Adriana, who has a rich background in digital marketing and brand building, is giving away the keys to leveraging AI, building community, and integrating SMS in B2B marketing strategies for 2025. She highlights the importance of collaboration among executive leaders, and provides practical tips on inviting your customers to the conversation. Tune in for truly valuable lessons for marketers aiming to stay ahead in a rapidly evolving landscape.  Key Moments: 00:00: Meet Iterable's CMO, Adriana Gil Miner01:25 Adriana's Career Journey07:41 The Future of Marketing: AI and Community Building14:10 Collaborating with Cross-Functional Leaders25:12 Navigating a Noisy Digital World26:26 Activating Community-Led Marketing27:20 Cultivating an Engaged Customer Community29:01 The Power of User Conferences29:43 Memorable Tableau Conference Experiences31:36 Handling Tragedy with Community Support35:37 Invite Your Customers to the Conversation39:07 The Future of SMS in B2B Marketing Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Is there anything more terrifying for a marketer than having to work on the pricing page? How do you handle packaging, listing out features, and deciding whether to put the actual price, or “contact sales”?In this session from our Ultimate Roast of B2B Pricing Pages, Emily Kramer (Co-Founder & Advisor of MKT1), Bill Wilson (CEO & Founder of Pace Pricing), and Karan Sood (Director Sales Operations at Rakuten Kobo) share their secrets to a killer B2B pricing page. Then, they do a live teardown of real pricing pages that you can learn from.Emily, Bill, and Karan also cover:How to make your pricing page clear and transparentThe most common mistakes SaaS companies make with pricingHow to structure pricing tiers and communicate value effectivelyTimestamps(00:00) - - Introduction to Bill, Emily, and Karan (02:40) - - Why pricing pages are critical to conversions (04:53) - - The FAST framework (06:51) - - The four key functions of a pricing page (10:44) - - Common mistakes companies make with pricing page clarity (13:59) - - The role of social proof and risk reversal in building trust (16:12) - - Should B2B companies display pricing on their website? (18:46) - - How to structure pricing tiers for clarity and conversion (21:03) - - Live pricing page roast: Mention (33:53) - - Live pricing page roast: Flagsmith (42:06) - - Live pricing page roast: Contact Monkey (45:20) - - Why request pricing forms create unnecessary friction (47:41) - - Should you display pricing if your competitors don't? (49:43) - - The importance of value-based pricing in B2B (54:09) - - Final takeaways and recommendations 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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, Matt Carnevale sits down with Kanika Sharma, a conversion page copywriter and Founder of Copywriting Teardowns. Kanika audited over 100 LinkedIn profiles in the Exit Five community and shares her biggest takeaways on how marketers can optimize their profiles to attract the right audience and drive conversions.Matt and Kanika cover:Why your LinkedIn profile should be treated like a landing pageThe biggest mistakes B2B marketers make with their LinkedIn presenceHow to structure your profile for visibility, engagement, and inbound opportunitiesTimestamps(00:00) - - Intro to Kanika (03:27) - - Why optimizing your LinkedIn profile is so important (07:15) - - Your LinkedIn profile functions like a landing page (09:08) - - Optimizing your LinkedIn cover image (10:50) - - Common mistakes in LinkedIn profile branding and messaging (12:10) - - The role of social proof and credibility in your LinkedIn profile (13:54) - - How to craft a compelling LinkedIn headline (20:36) - - How to use personalized CTAs and custom LinkedIn buttons (32:35) - - Why business leaders should prioritize their LinkedIn presence (35:48) - - Balancing strong copy and good design for credibility (37:39) - - Optimizing the LinkedIn Featured section (44:36) - - How to turn The Experience section and About section into a conversion tool (50:08) - - How often should you update your LinkedIn profile? (52:46) - - Final takeaways 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***Today's episode brought to you by Navattic.B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works. This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads. They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.So if you want to learn more about using product demos on your site, go check out Navattic's State of the Interactive Product Demo report now. ***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

What sets elite content marketers apart? Meet Tas Bober, founder of Scroll Labs, who is redefining how B2B SaaS companies approach marketing—especially when it comes to personal brands and landing pages.Tas shares her unconventional process for creating landing pages that prioritize consumption over conversions—challenging traditional metrics to drive real results. She's also a powerhouse of an entrepreneur and content creator who has discovered her niche, built a standout personal brand with a mix of humor and authenticity and developed her own unique branding superpower that thrives in even the most saturated markets.Here's what you'll take away:Tas's framework for landing pages designed for consumptionThe art of balancing humor and professionalism in your contentHow to pick and commit to your niche to stand out (and drive leads)And creative ways to use comments to grow your LinkedIn presenceWhether you're growing your personal brand or open to rethinking your B2B content strategy, this episode is packed with actionable insights and a fresh perspective.⬛Get started with Goldcast: https://bit.ly/42bgdJo⬛ Follow Tas on LinkedIn: https://www.linkedin.com/in/tasbober/More from The Reeder: