The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

Will Hoekenga, a seasoned copywriter and founder of Six Words Studio, shares his expertise on creating compelling copy for B2B SaaS brands. He discusses the critical importance of clear positioning in copy that resonates with customers. Will emphasizes the need for collaboration between design and copywriting teams to boost conversions. He introduces the CUB framework to simplify product positioning and explains how to differentiate your brand through unique, customer-centric language, moving beyond generic buzzwords.

Bruno Estrella, Head of Growth Marketing at Clay, shares his expertise in product-led and sales-led strategies, previously honed at Webflow. He discusses building a creator-led marketing program that fosters user-generated content and community engagement. Bruno emphasizes aligning marketing with product for self-serve models and offers insights on standing out in the crowded B2B market through unique branding. He also dives into SEO development and the importance of flexible outbound strategies to enhance brand visibility.

Kevin White, Head of Marketing at Common Room, shares his wealth of knowledge in customer intelligence. He discusses how marketers can thrive without being subject matter experts by understanding customer needs. The conversation highlights the power of signal-based marketing to transform the buyer’s journey and the importance of authentic influencer collaborations. Kevin also offers strategies for managing marketing with limited resources and elevating content creation to drive engagement and conversions.

Natalie Marcotullio, Head of Growth at Navattic, is a specialist in optimizing B2B buyer journeys with interactive solutions. In this discussion, she shares insights on why website accessibility and transparency are crucial for enhancing buyer experiences. Natalie highlights the role of interactive demos in accelerating sales cycles and fostering trust through public pricing. Teardowns of various SaaS websites reveal practical ways to improve engagement and alignment between marketing and sales efforts.

Matthew Carnevale, Marketing Manager at Exit Five, delves into the newly launched Marketing Leadership Accelerator Program designed for aspiring B2B marketing leaders. He discusses the benefits of structured learning, including key marketing principles and community building. The program offers lifelong resource access, promising significant career advancement in just eight weeks. Plus, learn about affordable enrollment options that make this program accessible to all looking to elevate their marketing game!

Ari Yablok, Head of Brand at Island and expert in cybersecurity branding, discusses his journey transitioning from agency work to defining the brand narrative at Island. He highlights the differences between category creation and strategic positioning, emphasizing the power of storytelling. Ari delves into the challenges of branding in cybersecurity and introduces the concept of 'cognitive behavioral branding'—transforming customer beliefs to inspire action. He also shares insights on balancing creativity with strategic vision in brand development.

Natalie Marcotullio, Head of Growth and Operations at Navattic, shares her expertise in B2B marketing, focusing on enhancing the buyer experience through interactive product demos. She discusses the shift towards self-service models and how ungated demos can boost engagement. Key strategies include creating compelling product stories to achieve a 30% CTR and effective demo placement. Natalie also explores best practices for personalized follow-ups and how interactive demos can streamline the sales cycle, ultimately transforming B2B marketing strategies.

Ruth Zive, the current CMO at LivePerson, is a seasoned marketing leader with experience in both tech and nonprofits. In this engaging discussion, she emphasizes the importance of aligning marketing and sales teams to achieve shared goals. Ruth shares insights on optimizing enterprise sales, balancing cost, volume, and conversion rates. She also dives into effective inbound and outbound strategies for a successful pipeline. Additionally, Ruth highlights the significance of leadership priorities and the personal challenges of balancing work and family life.

Jared Fuller is the COO of OpenEd.co and an expert in B2B partnerships and growth. He discusses the evolution of marketing strategies, highlighting the shift from traditional co-marketing to 'Nearbound' marketing. Jared emphasizes integrating partner voices for trust and influence. He explores the importance of partnerships across departments, the role of ecosystem officers, and why VC firms are leaning toward partner-led growth. Listeners will gain insights into building multi-million dollar businesses and leveraging multimedia for reach.

Shane Murphy, CMO of Webflow, shares insights from the forefront of web technology. He discusses the integration of self-serve and enterprise teams to boost growth and streamline customer acquisition. Targeting diverse personas is key, with tailored messaging for unique needs. Shane emphasizes the balance of brand building and strategic marketing, leveraging creative campaigns for sustained growth. He also touches on the importance of clear decision-making roles and the significance of personal development in a fast-evolving marketing landscape.