In this special episode format, we’re testing out and delivering a B2B marketing lesson in under 10 minutes. No fluff—just practical, real-world insights based on what we’re learning each week here at Exit Five.
This solo episode features Matthew Carnevale, Marketing Manager at Exit Five, who discusses a key lesson every B2B marketer needs to know: why every marketing email should have just one call to action.
Matthew shares the psychology behind decision-making, including Hick's Law, decision fatigue, and Fogg’s Behavioral Model, and explains why simplifying your emails can lead to higher conversions.
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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.
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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!
The Exit Five CMO Podcast (Hosted by Dave Gerhardt)