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
(07:29) - - The Three Pillars of Webflow’s Marketing Strategy
(11:01) - - How to Sell to Multiple Personas
(12:02) - - How to Position Your Solution on Your Website
(17:55) - - Combining Brand and Product Marketing Strategies
(20:54) - - The Art of Pricing and Packaging
(23:09) - - Why You Should Clarify Decision-Making Roles
(28:55) - - Managing Yearly Initiatives and High-Level Work Priorities
(30:23) - - Implementing Monthly and Weekly Project Check-Ins
(33:47) - - Building Trust
(37:11) - - Dedicating Yourself Personal Development Time
(44:19) - - Finding Your Career Fit

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!

April 20th, 2023 | MDMA therapy anyone?