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
- (06:48) - - Marketing in 2024
- (10:44) - - How to Actually Test Your Marketing Campaigns
- (12:49) - - Organizing Your Marketing Team
- (15:44) - - Setting Aside Budget For Experiments
- (23:34) - - How to Ask Qualifying Questions
- (24:55) - - Balancing Brand Building and Conversion
- (30:00) - - Advocating for Marketing Strategy Internally
- (34:54) - - Using Feedback from Sales to Create Content
- (40:35) - - How to Test and Iterate Quickly
- (48:45) - - Adwords Keyword Optimization and Ad Copy
- (49:54) - - Marketing Leadership in SaaS at a Scale Up
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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.
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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.
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