B2B Marketing with Dave Gerhardt

Mason Cosby, founder of Scrappy ABM and an authority in account-based marketing, joins to share insights on simplifying ABM for tangible business outcomes. He emphasizes the importance of starting small with re-engagement rather than overwhelming tech stacks. Mason discusses tracking engagement signals to effectively warm up prospects, treating sales as a marketing channel, and creating personalized campaigns. His framework for ABM programming focuses on aligning narratives and marketing efforts to drive success.

Tas Bober, founder of Delphium Solutions and a landing page optimization expert, joins Matthew Carnevale, Marketing Manager at Exit Five. They dive into the vital distinction between homepages and landing pages for campaign effectiveness. The duo highlights the importance of website speed and ADA compliance, predicting these will be critical in 2024. By simplifying language and focusing on storytelling, they stress the need to convey the true value of products. Additionally, Bober shares insights on leveraging testimonials and FAQs to enhance user engagement on B2B sites.

Kira Federer, VP of SMB Marketing at Paramount Advertising, shares her journey transitioning from sales enablement to product marketing, with previous roles at Reddit and Glassdoor. She discusses how to align marketing and sales through co-creation for content effectiveness. Kira emphasizes the importance of a solid messaging framework and consistent brand positioning to drive marketing success. Plus, she highlights the necessity of timing product launches to resonate with the market, ensuring your marketing aligns with both internal teams and external demands.

Madhav Bhandari, Head of Marketing at Storylane, reveals how his team skyrocketed website traffic from 25,000 to over 220,000 monthly visitors through innovative demo-led SEO strategies. He discusses the power of interactive product demonstrations in attracting new audiences and building trust. The conversation also dives into how AI is reshaping marketing workflows, the effectiveness of website articles over traditional blogs, and the importance of crafting compelling marketing offers to enhance engagement.

Mychelle Mollot, CMO at Knak, brings a wealth of experience from her time at IBM and various startups. In the conversation, she explores how Knak created a strong brand in an uncharted market. Mychelle discusses the delicate balance between quick wins and investing in high-risk marketing experiments. She emphasizes the shift of AI from a standalone tool to an embedded part of marketing platforms. Lastly, she shares insights on team alignment and how to effectively engage buyers in today’s competitive landscape.

Danielle Messler, Head of Content at Exit Five, discusses the first-ever virtual event, The Ultimate Roast of B2B Websites. She highlights how this event will provide valuable insights through live critiques of actual websites submitted by B2B marketers. Attendees can expect expert panels diving into essential web design elements, and there are exciting prizes worth up to $80k to be won. Plus, she touches on the importance of using tools like Calendly to boost website conversion rates.

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.