What’s Working Right Now in B2B Marketing - Live from Drive 2025 with Sylvia LePoidevin, Trinity Nguyen, and Natalie Taylor

Nov 24, 2025

Guest

Natalie Taylor

Guest

Trinity Nguyen

Guest

Sylvia Lepoidevin

Join Sylvia LePoidevin, CMO at Kandji, Trinity Nguyen, CMO at UserGems, and Natalie Taylor, Head of Marketing at Capsule, as they dive into what’s driving B2B marketing today. They discuss how Capsule transformed events into their top pipeline channel and UserGems' innovative approach to account prioritization through AI. Sylvia shares insights on building a media property that gets cited by LLMs. Plus, they reveal outdated tactics they've ditched, emphasizing the importance of engaging, opinionated content over generic approaches.

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ADVICE

Events As Pipeline Machines

Run tightly scoped, in-person events that prioritize peer networking and focused topics for your ICP.
Build a full go-to-sales follow-up plan so dinners convert into demos and pipeline.

ADVICE

Signal-Driven Outbound

Power your CRM and outreach with signal-driven account prioritization to scale a small GTM team.
Combine signals (past usage, new hires, relationships) in personalized messages to improve reply rates.

INSIGHT

Own An External Media Property

LLMs prefer citing external sources, so hosting a media property on a separate domain can improve AI discoverability.
The Sequest domain drove LLM references and boosted subscriber growth within weeks.

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#306 Executive Insights | This episode was recorded live at our annual event, Drive 2025. I hosted Sylvia LePoidevin (CMO, Kandji), Trinity Nguyen (CMO, UserGems), and Natalie Taylor (Head of Marketing, Capsule) for a leadership panel breaking down what’s working in B2B marketing. They get into events that reliably create pipeline, outbound that still converts, media plays LLMs keep citing, and the tactics they’ve stopped running (like generic webinars that no one shows up for).

Want to come to Drive next year? Head over to exitfive.com/drive to join the waitlist for Drive 2026 and be the first to know when tickets go on sale.

Timestamps

(00:00) - – Intro + Drive 2025 context
(02:47) - – Meet the speakers: Sylvia, Trinity, Natalie
(04:39) - – The one thing each leader refuses to give up
(04:50) - – How Capsule turns events into their #1 pipeline channel
(08:53) - – Why outbound still works (and how UserGems does it)
(13:46) - – How Kandji built a media property that LLMs actually cite
(18:12) - – Plays they stopped doing (blogs, generic content, virtual thought leadership)
(25:56) - – Playing offense: Shark Tank Day and GTM alignment
(31:20) - – Team wide alignment strategies that drive revenue

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