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
(06:58) - - Marketing in 2024
(10:54) - - How to Actually Test Your Marketing Campaigns
(12:59) - - Organizing Your Marketing Team
(15:54) - - Setting Aside Budget For Experiments
(23:44) - - How to Ask Qualifying Questions
(25:05) - - Balancing Brand Building and Conversion
(30:35) - - Advocating for Marketing Strategy Internally
(35:29) - - Using Feedback from Sales to Create Content
(41:10) - - How to Test and Iterate Quickly
(49:20) - - Adwords Keyword Optimization and Ad Copy
(50:29) - - Marketing Leadership in SaaS at a Scale Up

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Today’s episode is brought to you by Zuddl.

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If events are part of your marketing strategy, you need to look at Zuddl to see how companies like Zillow, CrowdStrike, and Iterable are using the top event platform for Business events in 2025.

Head over to zuddl.com/exitfive to learn more.

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