#145: Content | What It Means to Be a Media Company, Building an Audience, and Community with Anthony Kennada

Anthony Kennada is is co-founder & CEO of AudiencePlus, a company building software, content, and community to help businesses become media companies. Prior to founding AudiencePlus, Anthony served as the CMO of Hopin, Front, and Gainsight.

In this episode, they discuss

• What it means to be a media company
• Building an audience from scratch
• Why building community is important in B2B marketing

Timestamps

• (00:00) - - Introduction and context from Anthony Kennada.
• (06:33) - - Definition and evolution of becoming a media company.
• (11:33) - - The importance of building an audience and brand-oriented marketing.
• (16:33) - - Discussion on content production and budget constraints.
• (21:33) - - Community building and its significance in B2B marketing.
• (27:37) - - The relationship between audience and community in marketing strategies.
• (32:37) - - Efficient growth strategies and the role of organic growth.
• (37:37) - - Building an audience from scratch and effective distribution strategies.
• (42:37) - - Overcoming challenges in the current economic climate.
• (47:37) - - Reflection on past marketing mistakes and learning from them.
• (52:37) - - Discussion on category creation and its impact.

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 Grammarly.

Ever have one of those weeks where you spent more time replying to Slack and email than doing actual marketing work?

You’re not alone. The average marketing team spends 28+ hours a week just keeping up with comms.

That leads to burnout, frustration, and a whole lot of performative productivity that doesn’t actually move the needle.

AI-fluent marketing teams are changing that. Grammarly’s 2025 Productivity Shift Report shows how they’re using AI to:

– Cut down on back-and-forth

– Automate content, research, and reporting

– Eliminate busywork

– Make space for strategy

We’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.

Get the report and see how top teams are making AI actually useful.

Visit go.grammarly.com/exitfive to grab it.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more