Dave sits down with Adam Goyette, founder of Growth Union and a former marketing leader at G2 and Help Scout. Adam shares his insights from leading growth at top B2B companies to launching his own agency that helps startups scale by integrating holistic growth strategies.
Adam and Dave cover:
- How marketing can drive demos that aren’t qualified and how to fix it
- Why MQLs aren’t efficient incentives for marketing teams
- How to use feedback from Sales to create better marketing content
Timestamps
- (00:00) - - Why Working With B2B Agencies is So Hard
- (06:58) - - Marketing in 2024
- (10:54) - - How to Actually Test Your Marketing Campaigns
- (12:59) - - Organizing Your Marketing Team
- (15:54) - - Setting Aside Budget For Experiments
- (23:44) - - How to Ask Qualifying Questions
- (25:05) - - Balancing Brand Building and Conversion
- (30:35) - - Advocating for Marketing Strategy Internally
- (35:29) - - Using Feedback from Sales to Create Content
- (41:10) - - How to Test and Iterate Quickly
- (49:20) - - Adwords Keyword Optimization and Ad Copy
- (50:29) - - Marketing Leadership in SaaS at a Scale Up
Send guest pitches and ideas to hi@exitfive.com
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Today’s episode is brought to you by Zuddl.
We’re halfway through 2025, and one thing’s clear: events continue to be one of the highest performing marketing channels. Niche meetups, conferences, curated dinners, networking - you name it. Everyone’s leaning in.
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Head over to zuddl.com/exitfive to learn more.
