Dave sits down with Max Van Den Ingh, founder and CEO of Unmuted, a B2B SaaS marketing agency based in Amsterdam. Max shares his insights from his background in Sales, sharing how his approach of building relationships has translated to a successful marketing agency.
Max and Dave Cover:
- His high-touch approach to entering new markets by focusing on understanding the landscape and building relationships
- Challenges and advice for hiring in international markets
- The shift towards scrappier, more authentic content in B2B Marketing and the case against multiple layers of content approval
Timestamps
- (00:00) - - Intro
- (06:27) - - The US Approach to Marketing
- (09:15) - - Max’s Initial Agency Skepticism
- (12:26) - - B2B Marketing Strategies for Dutch Tech Companies
- (14:25) - - Challenges of Expanding SaaS in EU Markets
- (18:41) - - How to Effectively Use Local Expertise
- (22:58) - - Building Your First Customer Playbook
- (26:42) - - Creating a Long-Term Strategy for New Markets
- (29:22) - - Branding and International Expansion
- (35:39) - - Challenges of Hierarchy in Large Organizations
- (37:05) - - Multiple Layers of Approval and In-authentic Content
Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check 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 Walnut.
Why are we pouring all this effort into marketing just to push buyers to a “request a demo” or “contact sales” button?
Come on, today’s buyers don’t want to talk to sales right away. They want to explore your product themselves, see how it works, and understand its value before booking a meeting.
That’s where Walnut comes in.
Walnut empowers marketers and GTM teams to create interactive, self-guided product experiences in minutes. Embed these experiences on your site, in emails, or anywhere in your funnel to let buyers engage on their terms, from awareness to close and beyond.
That's the beauty of Walnut - you're getting a platform that your sales and CS colleagues can use to showcase the product too.
And the best part? You get real intent data—see which features prospects love, where they drop off, and what’s actually driving pipeline. Demo Qualified Leads are the new MQL.
Over 500 companies, like Adobe and NetApp, use Walnut to drive 2-3x higher website conversion rates and 7 figures in pipeline on a yearly basis. So do you want to drive more leads, shorten sales cycles, and actually show your product instead of hiding it behind another typical B2B CTA?
Go check out Walnut.io. And if you tell them Dave from Exit 5 sent you, they'll build out your first demo for free!
