The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

#179: Growth | How to Be Great at Marketing Without Being a Subject Matter Expert with Kevin White, Head of Marketing at Common Room

Sep 26, 2024

Kevin White, Head of Marketing at Common Room, shares his wealth of knowledge in customer intelligence. He discusses how marketers can thrive without being subject matter experts by understanding customer needs. The conversation highlights the power of signal-based marketing to transform the buyer’s journey and the importance of authentic influencer collaborations. Kevin also offers strategies for managing marketing with limited resources and elevating content creation to drive engagement and conversions.

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Episode notes

Intro

00:00 • 2min

Transformation at Common Room

01:50 • 4min

Navigating Marketing Challenges: Strategies for Success

05:37 • 18min

Influencer Tactics for Engagement

23:49 • 6min

Innovative Strategies for Influencer Marketing and Sponsorships

30:00 • 3min

Leveraging Signal-Based Marketing for Enhanced Pipeline Generation

32:58 • 2min

Harnessing Signal-Based Marketing Strategies

34:58 • 9min

Navigating the Evolution of B2B Marketing Tools

44:18 • 3min

In this episode, Dave is joined by Kevin White, Head of Marketing at Common Room, a leading customer intelligence platform for go-to-market teams. Kevin shares insights from his experience helping teams capture and act on digital breadcrumbs to optimize their marketing and sales efforts.

Dave and Kevin cover:

How to be a good marketer even when you're not the Subject Matter Expert
Signal-based marketing and how it is transforming the buyer’s journey by focusing on the right actions instead of just clicks
B2B influencer marketing plays that work

Timestamps

(00:00) - - Intro to Kevin
(06:18) - - How to Be Good At Marketing When You're Not a Subject Matter Expert
(08:56) - - Why You Should Stay Close to Your Customer
(16:15) - - How to Manage a Marketing Team with Limited Resources
(18:34) - - Eliminating Ineffective Marketing Efforts to Drive Real Results
(25:17) - - Signups and Demos Boost From LinkedIn
(26:23) - - How to Attribute ROI in Multi-Platform Marketing
(30:33) - - Creating Authentic and Valuable Content
(35:12) - - Generating Pipeline with Economic Buyer Signals
(36:53) - - Increasing Digital Touchpoints
(40:51) - - How To Maximize Actionability, Volume, and Conversion Rate
(42:37) - - LinkedIn Measurement

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