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.
• (06:51) - - Definition and evolution of becoming a media company.
• (11:51) - - The importance of building an audience and brand-oriented marketing.
• (16:51) - - Discussion on content production and budget constraints.
• (21:51) - - Community building and its significance in B2B marketing.
• (28:42) - - The relationship between audience and community in marketing strategies.
• (33:42) - - Efficient growth strategies and the role of organic growth.
• (38:42) - - Building an audience from scratch and effective distribution strategies.
• (43:42) - - Overcoming challenges in the current economic climate.
• (48:42) - - Reflection on past marketing mistakes and learning from them.
• (53:42) - - 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

***
This episode of the Exit Five podcast is brought to you by our friends at Paramark. You’ve heard it before – every B2B marketer’s top pain point is marketing attribution. It’s complicated, messy, and too often leads to fights with your CRO over whose lead deserves credit.

That’s where Paramark steps in. Their platform makes it simple to understand what’s driving results (and what isn’t) with tools like marketing mix modeling and incremental testing. No more relying on outdated click attribution or chasing UTM links. Instead, Paramark gives you actionable insights across channels, campaigns, and geographies to help you grow.

Paramark's founder & CEO Pranav has been in your shoes as a B2B marketer. He’s so passionate about solving this problem, he’s offering listeners a free brand assessment. Pranav will personally analyze your brand’s performance and share his insights—an opportunity you don’t want to miss.

Slots are limited, so act fast. Head to paramark.com/brand-consult to claim your spot. Trust us, this is worth your time.

***

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