Dave is joined by Shane Murphy, CMO of Webflow, where he is scaling one of the most innovative companies in web technology. Shane shares his insights on integrating growth strategies across self-serve and enterprise funnels, building a powerful brand, and targeting diverse personas.
Shane and Dave cover:
- How Webflow combined its self-serve and enterprise growth teams to streamline acquisition
- Targeting broad personas and aligning messaging to meet unique needs
- Brand building in B2B marketing and leveraging creative campaigns for long-term growth
Timestamps
- (00:00) - - Intro to Shane
- (06:49) - - The Three Pillars of Webflow’s Marketing Strategy
- (10:21) - - How to Sell to Multiple Personas
- (11:22) - - How to Position Your Solution on Your Website
- (17:15) - - Combining Brand and Product Marketing Strategies
- (20:14) - - The Art of Pricing and Packaging
- (22:29) - - Why You Should Clarify Decision-Making Roles
- (27:52) - - Managing Yearly Initiatives and High-Level Work Priorities
- (29:20) - - Implementing Monthly and Weekly Project Check-Ins
- (32:44) - - Building Trust
- (36:08) - - Dedicating Yourself Personal Development Time
- (43:16) - - Finding Your Career Fit
Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/
***
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
