Adam Goyette, founder of Growth Union and former marketing leader at G2 and Help Scout, shares insights on bridging the gap between sales and marketing. He discusses why marketing often drives unqualified demos and how to align marketing efforts with sales feedback to enhance content creation. Adam also emphasizes the importance of balancing brand building with conversion goals and the need for budget allocations for experimentation. He advocates for a cohesive and innovative approach to B2B marketing that embraces testing and rapid iteration.
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volunteer_activism ADVICE
Encouraging Experimentation
Create an idea board where team members can share ideas freely, regardless of how good or bad they seem.
Review these ideas regularly and select a few to test in short sprints, limiting the resources allocated to each test.
insights INSIGHT
Importance of Dedicated Idea Space
Having a dedicated space for ideas encourages a culture of creativity and prevents good ideas from being lost.
Force yourself to try a specific number of ideas to ensure consistent experimentation and progress.
volunteer_activism ADVICE
Budgeting for Experiments
Allocate a specific percentage of your budget and time for experiments, similar to Kyle Lacy's framework.
This allows for testing and innovation without the pressure of immediate results.
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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
(06:32) - - Marketing in 2024
(10:28) - - How to Actually Test Your Marketing Campaigns
(12:33) - - Organizing Your Marketing Team
(15:28) - - Setting Aside Budget For Experiments
(23:18) - - How to Ask Qualifying Questions
(24:39) - - Balancing Brand Building and Conversion
(29:04) - - Advocating for Marketing Strategy Internally
(33:58) - - Using Feedback from Sales to Create Content
(39:39) - - How to Test and Iterate Quickly
(47:49) - - Adwords Keyword Optimization and Ad Copy
(48:58) - - Marketing Leadership in SaaS at a Scale Up
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The Exit Five CMO Podcast (Hosted by Dave Gerhardt)