#173: Strategy | Merging Funnels, Targeting Multiple Personas, and Restructuring Your Marketing Team with Shane Murphy, CMO of Webflow

B2B Marketing with Dave Gerhardt

Dave is joined by Shane Murphy, CMO of Webflow, where he is scaling one of the most innovative companies in web technology. Shane shares his insights on integrating growth strategies across self-serve and enterprise funnels, building a powerful brand, and targeting diverse personas.

Shane and Dave cover:

• How Webflow combined its self-serve and enterprise growth teams to streamline acquisition
• Targeting broad personas and aligning messaging to meet unique needs
• Brand building in B2B marketing and leveraging creative campaigns for long-term growth

Timestamps

• (00:00) - - Intro to Shane
• (06:52) - - The Three Pillars of Webflow’s Marketing Strategy
• (10:24) - - How to Sell to Multiple Personas
• (11:25) - - How to Position Your Solution on Your Website
• (17:18) - - Combining Brand and Product Marketing Strategies
• (20:17) - - The Art of Pricing and Packaging
• (22:32) - - Why You Should Clarify Decision-Making Roles
• (27:51) - - Managing Yearly Initiatives and High-Level Work Priorities
• (29:19) - - Implementing Monthly and Weekly Project Check-Ins
• (32:43) - - Building Trust
• (36:07) - - Dedicating Yourself Personal Development Time
• (43:15) - - Finding Your Career Fit

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This episode is brought to you by Webflow.

If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.

That’s why more teams are switching to Webflow.

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No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.

It’s everything you need to turn your website into your most efficient, highest-performing channel.

Check it out at webflow.com/exitfive.