Anthony Kennada is is co-founder & CEO of AudiencePlus, a company building software, content, and community to help businesses become media companies. Prior to founding AudiencePlus, Anthony served as the CMO of Hopin, Front, and Gainsight.
In this episode, they discuss
- What it means to be a media company
- Building an audience from scratch
- Why building community is important in B2B marketing
Timestamps
- (00:00) - - Introduction and context from Anthony Kennada.
- (06:48) - - Definition and evolution of becoming a media company.
- (11:48) - - The importance of building an audience and brand-oriented marketing.
- (16:48) - - Discussion on content production and budget constraints.
- (21:48) - - Community building and its significance in B2B marketing.
- (28:23) - - The relationship between audience and community in marketing strategies.
- (33:23) - - Efficient growth strategies and the role of organic growth.
- (38:23) - - Building an audience from scratch and effective distribution strategies.
- (43:23) - - Overcoming challenges in the current economic climate.
- (48:23) - - Reflection on past marketing mistakes and learning from them.
- (53:23) - - Discussion on category creation and its impact.
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!
