Strategies for Building a High-Converting B2B Homepage

B2B Marketing with Dave Gerhardt

Player FM - Internet Radio Done Right

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اضافه شده در three سال پیش

محتوای ارائه شده توسط Exit Five and Dave Gerhardt. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Exit Five and Dave Gerhardt یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal

The Final Flight of Captain Forrester

1
The Final Flight of Captain Forrester | 1. The Mystery of Tiny 05 38:05

11 روز پیش38:05

پخش در آینده

لیست ها

پسندیدن

دوست داشته شد

38:05

In late 1972, U.S. Marine Captain Ron Forrester disappeared on a bombing run into North Vietnam. Back home in Texas, his family could only wait and hope. Audio subscribers to Texas Monthly can get early access to episodes of the series, plus exclusive interviews and audio. Visit texasmonthly.com/audio to join. Go to HelloFresh.com/FLIGHT10FM to get 10 Free Meals with a Free Item For Life.…

حدود یک سال پیش 57:27

MP3•خانه قسمت

Episode #220: Website Teardown | In this session from the Ultimate Roast of B2B Websites, Dave Gerhardt teams up with Diane Wiredu, messaging strategist and founder of Lion Words, and Lee Reshef, Head of Product Marketing & Retention at Fiverr, to break down what makes a high-converting B2B homepage. They critique real B2B homepages, analyzing messaging, design, and user experience to highlight what works, what doesn’t, and how to fix it.

Dave, Diane, and Lee cover:

The biggest homepage mistakes B2B companies make (and how to fix them).
What belongs above the fold to grab attention and drive action.
How to balance messaging for multiple personas without overwhelming visitors.

If your homepage isn’t converting (or is the subject of endless internal debates), this episode is packed with actionable insights to help you optimize it.

Timestamps

(00:00) - - Intro to Diane and Lee
(03:35) - - Common homepage mistakes that kill conversions
(04:49) - - What belongs above the fold and why it matters
(06:28) - - The role of messaging in homepage clarity and engagement
(08:09) - - Balancing multiple personas without overwhelming visitors
(09:23) - - Homepage copywriting do’s and don’ts
(13:56) - - The importance of A/B testing and user feedback
(16:17) - - Homepage layout best practices for conversion
(18:41) - - Homepage roast: Amplemarket
(24:06) - - Homepage roast: Chattermill
(30:31) - - The role of trust indicators and social proof
(32:59) - - Common design mistakes that reduce homepage effectiveness
(36:29) - - Homepage roast: PrimePay
(41:24) - - Messaging clarity vs. overcomplicating the value prop
(44:49) - - Final thoughts

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 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.

Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place.

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.

256 قسمت

#Entrepreneur #Business #Marketing #Exit #B2B Marketing #Startup GoToMarket #Marketing Strategies

Strategies for Building a High-Converting B2B Homepage

B2B Marketing with Dave Gerhardt

11 subscribers

published حدود یک سال پیش

اشتراک گذاری

MP3•خانه قسمت

Dave, Diane, and Lee cover:

The biggest homepage mistakes B2B companies make (and how to fix them).
What belongs above the fold to grab attention and drive action.
How to balance messaging for multiple personas without overwhelming visitors.

If your homepage isn’t converting (or is the subject of endless internal debates), this episode is packed with actionable insights to help you optimize it.

Timestamps

(00:00) - - Intro to Diane and Lee
(03:35) - - Common homepage mistakes that kill conversions
(04:49) - - What belongs above the fold and why it matters
(06:28) - - The role of messaging in homepage clarity and engagement
(08:09) - - Balancing multiple personas without overwhelming visitors
(09:23) - - Homepage copywriting do’s and don’ts
(13:56) - - The importance of A/B testing and user feedback
(16:17) - - Homepage layout best practices for conversion
(18:41) - - Homepage roast: Amplemarket
(24:06) - - Homepage roast: Chattermill
(30:31) - - The role of trust indicators and social proof
(32:59) - - Common design mistakes that reduce homepage effectiveness
(36:29) - - Homepage roast: PrimePay
(41:24) - - Messaging clarity vs. overcomplicating the value prop
(44:49) - - Final thoughts

***

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.

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.

256 قسمت

#Entrepreneur #Business #Marketing #Exit #B2B Marketing #Startup GoToMarket #Marketing Strategies

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#239: Measurement | In this Exit Five live session, Dave sits down with Pranav Piyush, Co-Founder & CEO of Paramark (ex-PayPal, Dropbox, Adobe, BILL), to talk about the future of B2B marketing measurement. Spoiler alert: it’s not clicks. They break down why the old way of doing attribution doesn’t cut it anymore and why leading B2B teams are shifting toward incrementality, experimentation, and marketing mix modeling. Dave and Pranav also cover: The gaps in the old way of doing attribution What the best B2B marketing teams are doing now for attribution The key questions CMOs face from boards and execs about measurement Three things you can do this quarter to improve your measurement Timestamps (00:00) - – Intro to Pranav (04:11) - – The Purple Cow mindset: why differentiation matters more than ever (05:51) - – Pranav’s background (PayPal, Dropbox, Adobe, BILL → Paramark) (06:56) - – “Measurement is Robin. Creative is Batman.” (08:11) - – Why click/touch attribution is flawed and misleading (11:41) - – The 95/5 rule: most of your audience isn’t in-market…yet (14:26) - – How top brands (Asana, DoorDash, P&G) measure beyond attribution (15:51) - – What is incrementality and why it’s more useful than attribution (18:11) - – Why revenue isn’t always the right KPI - especially in long sales cycles (20:11) - – Intro to marketing mix modeling (MMM) and how it works (22:11) - – Visualizing baseline vs. incremental impact on pipeline (23:26) - – Geo testing: how to prove a channel’s impact without attribution tools (25:26) - – The branded search trap: why you should test turning it off (29:04) - – Even Meta, Google, LinkedIn admit attribution is flawed (29:49) - – How to measure untrackable stuff (organic, content, social) (33:19) - – Why “credit” kills performance (35:09) - – Measurement for startups (38:04) - – What to do if all you track is closed-won revenue (39:49) - – Why attribution software is overkill under $100K in spend (41:04) - – Should you ask “How did you hear about us?” (43:49) - – How to carve out budget for channel testing (46:29) - – Don’t skip audience research (49:49) - – Creativity is still your #1 growth lever (measurement just supports it) (51:19) - – Wrap-up and final takeaways 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

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23 روز پیش46:14

46:14

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26 روز پیش56:29

56:29

#237: Strategy | Udi Ledergor (former CMO, now Chief Evangelist at Gong ) helped turn Gong into one of B2B’s most iconic brands—and now he’s sharing how they scaled it to a multi-billion dollar valuation. In this episode, Dave sits down with Udi to unpack lessons from building Gong’s category, brand, and marketing engine (and why B2B marketing needs way more courage). You’ll learn: Lessons from building Gong from 0 to $100M in revenue How to make B2B marketing not boring How to measure and justify brand investments in marketing Why you need to be more courageous with your marketing Udi also shares stories from his new book Courageous Marketing , featuring specific plays and strategies any B2B marketer can steal. Timestamps (00:00) - – Intro to Udi (07:11) - – Early career lessons and building a marketing role from scratch (10:11) - – How Gong achieved early product-market fit (14:11) - – The importance of picking the right company and founder (16:11) - – Why Gong’s focus, clarity, and positioning stood out from day one (18:21) - – Why Udi wrote Courageous Marketing and what it’s about (19:11) - – What “courageous marketing” actually means (22:11) - – Defining brand personality before visual identity (25:59) - – Campaign breakdown: Times Square billboards, employee spotlights, and perception hacks (29:19) - – The “punching above your weight” formula for early-stage brands (32:49) - – How to measure soft ROI and prove brand impact (36:19) - – Super Bowl ad, Michael Lewis podcast, and tying brand to pipeline (41:04) - – How to budget for experiments and get CFO/CEO buy-in (42:19) - – Building a courageous team: culture, process, and psychological safety (45:19) - – Gong Labs: Turning product data into content with staying power (48:19) - – Product + marketing alignment: the real unlock (49:49) - – Where AI fits in the future of courageous marketing (52:09) - – Udi’s book Courageous Marketing (and why you should go read it) 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

1
The Role of Product Marketing in B2B: Strategies, Tools, and Metrics for Success 52:55

۴ weeks پیش52:55

52:55

#236: Product Marketing | Product marketers are no strangers to change. Whether it’s navigating new responsibilities, proving impact to leadership, or balancing short-term wins with long-term strategy, the role is constantly evolving - and in 2025, that evolution is only accelerating. This Exit Five Live session is built to help you stay ahead. Dave sits down with Natalie Marcotullio (Head of Growth & Product Marketing at Navattic ), Jason Oakley (Founder of Productive PMM ), and Eric Holland (Senior PMM at Betterworks and Co-Founder of DemoDash) for a tactical discussion on how to sharpen your skills, adapt to a shifting landscape, and deliver measurable impact. They cover: What a successful product marketing function looks like in B2B Tools, frameworks, and metrics that actually matter How to align with sales and customer success Trends to watch in 2025 and beyond Timestamps (00:00) - – Intro to Natalie, Jason, and Eric (03:11) - – Why product marketing is the most important function in B2B marketing (05:01) - – Defining the role: What should product marketing actually own? (07:11) - – How PMM impacts revenue, growth, and pipeline (08:41) - – Differentiation: What it really takes and why most companies get it wrong (11:11) - – Real examples of effective positioning in crowded markets (15:41) - – What bad product marketing looks like (17:11) - – Why PMMs need to market the product more (and not just during launches) (20:11) - – Launch marketing, momentum, and creating "marketable moments" (22:11) - – Why PMM charters don’t work - and what to do instead (24:11) - – How to measure product marketing impact (with or without KPIs) (31:49) - – Tying assets and enablement to revenue (33:19) - – Tracking usage without a big tech stack (36:19) - – Who owns positioning: PMM vs brand? (38:19) - – How to shine as a PMM in a sales-led org (42:49) - – The death of one-pagers and what to use instead (45:19) - – What to look for when hiring a great product marketer 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

1
The 7 Marketing Metrics Every B2B Leader Should Report On 43:22

۵ weeks پیش43:22

43:22

#235: Strategy |In this episode, Matt sits down with Aditya Vempaty, VP of Marketing at MoEngage , to talk about a topic every marketing leader has wrestled with: reporting on the right metrics. Aditya has led marketing at companies like Nutanix, Amplitude, and Synthego - and he’s learned how to build dashboards and reporting frameworks that actually communicate marketing’s impact across leadership, sales, and finance. Matt and Aditya cover: Why marketing metrics should translate performance into a common language the business understands The four buckets of metrics every B2B team should track How often you should be reporting on metrics The exact 7 metrics Aditya uses to report up, down, and across the org Timestamps (00:00) - – Intro to Aditya (03:23) - – Why communicating marketing’s impact is a challenge for many teams (05:59) - – The importance of using a common language when reporting to leadership (08:37) - – Breaking marketing metrics into four key buckets (11:52) - – How pipeline coverage connects marketing to revenue (14:21) - – Reporting on efficiency: CAC, cost per opportunity, and more (17:36) - – The role of awareness metrics and how to contextualize them (21:37) - – How marketing and sales alignment can be measured effectively (24:06) - – The 7 core marketing metrics Aditya reports on regularly (27:49) - – How often should marketing be reporting metrics? (30:33) - – Dashboards, recurring meetings, and what execs actually care about (33:25) - – Advice for first-time marketing leaders on building reporting habits (35:39) - – Why clarity beats complexity when it comes to data (38:21) - – Final thoughts 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

1
Mastering Messaging, Copy, and Clarity with Emma Stratton 53:10

۵ weeks پیش53:10

53:10

#234: Messaging | In this episode, Dave sits down with Emma Stratton , founder of Punchy , to break down what great B2B messaging actually looks like - and how to get it right. Emma has worked with hundreds of B2B tech companies to sharpen their positioning, eliminate vague copy, and train marketing teams to write with clarity and impact. They cover what makes messaging actually resonate and how to spot and fix abstract or weak copy. They also dive into Emma’s process for creating message-market fit, doing customer research, and working with execs and cross-functional teams. And BONUS: they spend the last 20 minutes talking about personal development, productivity, journaling, and managing your mental energy to be a better marketer (and human). Dave and Emma also cover: How to go from vague to punchy by writing with specificity and buyer empathy Why most B2B messaging falls flat and how to avoid the “sea of sameness” How to use customer interviews, sales calls, and concrete language to create strong messaging Why writing, meditation, and personal rituals are so important for creative energy Timestamps (00:00) - – Intro to Emma (04:16) - – What makes B2B messaging actually good (07:58) - – Common messaging mistakes (and why "clarity > clever") (10:56) - – Positioning vs. messaging: what’s the difference? (15:09) - – Why it's hard to name great B2B marketing examples (17:33) - – How to sharpen weak messaging and fix vague positioning statements (20:41) - – Simplifying complex products without dumbing it down (24:59) - – How to write for buyers (not just execs) (28:31) - – Using customer interviews and research to build strong messaging (33:09) - – Standing out in a crowded, buzzword-filled market (35:53) - – How storytelling fits into B2B messaging (38:59) - – Messaging advice for early-stage founders and startups (42:14) - – How often should you revisit and update messaging? (44:24) - – Productivity, managing your energy, and staying focused (47:39) - – Journaling, mindfulness, and being intentional with your time (51:34) - – Final takeaways 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

1
Inside Exit Five: How We Doubled Community Growth in Under a Year (with Matt Carnevale) 1:01:24

۶ weeks پیش1:01:24

1:01:24

#233: Inside Exit Five | In this episode, Matt Carnevale (Head of Community at Exit Five ) joins the team at Circle to break down how we’ve doubled Exit Five community membership and boosted engagement—all by treating Exit Five like a product. He shares our playbook: audience growth, engagement systems, how we use member feedback to shape what we build, and why “curate, don’t create” has been key to scaling. If you’re running (or joining) a B2B community, this is how you make it work. Matt covers: Why we think of community like a product, not just a channel How Exit Five grew community membership over 100% in under a year The systems we use to drive 40% monthly active user engagement The power of “tripwires,” onboarding, and member matchmaking How feedback loops shape what we build Timestamps (00:00) - – Intro to Matt (03:41) - – Exit Five’s approach to community (06:11) - – What it means to treat community like a product (10:11) - – Why audience is the foundation of community growth (13:11) - – How Exit Five builds and converts audience from LinkedIn (16:11) - – Using content tripwires to drive signups (18:11) - – Offers that work: Why we use a 7-day free trial (21:11) - – How Exit Five got started as a paid community (24:11) - – The product mindset: build, test, iterate (28:19) - – Using member feedback to drive product decisions (30:19) - – Real example: member matchmaking feature (32:19) - – Promoting new community features like product launches (35:19) - – How we drive 40% monthly active usage (37:19) - – The value of member-led events and how we do them (40:19) - – Other plays: tagging experts, matchmaking, onboarding (43:19) - – Why self-promo was hurting our community and what changed when we cut it (45:19) - – Final takeaways + advice for small communities (49:19) - – Audience Q&A: re-engagement, matchmaking, content cadence 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

1
How Marketers Can Be Better Partners with Sales (with Jen Allen-Knuth) 54:09

۶ weeks پیش54:09

54:09

#232: Sales | Dave sits down with Jen Allen-Knuth , founder of DemandJen. Jen shares her insights from her 15+ years in B2B Sales, from managing a quota to building great working relationships with marketing. Jen and Dave cover: Co-creating content with Marketing and Sales that drives better customer engagement and grows your pipeline How Jen successfully built her audience using video on LinkedIn and leveraged it to start DemandJen How companies should focus on genuine diversity efforts rather than superficial inclusivity Timestamps (00:00) - – Intro to Jen (07:21) - – Why you should have a mentor and how to get one (09:11) - – Sales experiences and becoming a Chief Evangelist (12:42) - – Making the leap from side hustle to full-time (17:09) - – Why your career experiences should be diverse (21:41) - – The shallow impact of diversity panels (25:45) - – How Jen built her personal brand (29:06) - – Creating unscripted content that’s still clear (32:38) - – Being authentic in marketing (37:33) - – Don’t use templates for customer conversations (43:55) - – Strong relationships between product marketing and sales (44:42) - – Being customer-centric (50:04) - – Why you need to be a good storyteller (51:53) - – Challenges of data analysis 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

21 weeks پیش56:15

56:15

When done right, paid spend is like throwing gasoline on the flames of what’s working in your marketing. Done wrong – it’s just a huge waste of time and money. In this episode, Dave Gerhardt hosts an live session with John Short , CEO of Compound Growth Marketing (CGM), and Kym Parker , SVP of Media Strategy at CGM , who walk through tried and true strategies they’ve built from managing over $50 million in paid spend. They also cover: How to choose which strategy is best for you and exactly how to target the right ICP The three keys to successful paid media, like setting up actionable reporting How to identify how much you can spend for leads/account at each stage of the sales and marketing funnel Timestamps (00:00) - - Intro to John and Kym (07:05) - - Choosing the Perfect Paid Media Strategy (11:33) - - The $100 CPL Myth (15:08) - - Three Keys to Successful Paid Media (17:46) - - Qualification Is Critical in ABM Success (19:24) - - How You Should Think About Bidding Algorithms (22:08) - - Prospect Experience: The Campaign Funnel (23:48) - - Using a Multi-Channel Approach (28:25) - - Mid-Intent Funnel Examples (31:57) - - Executing on a Paid Acquisition Strategy (38:06) - - Tailoring Your Messaging for Buying Committee Engagement (42:40) - - Balancing Funnel Strategies (45:21) - - Justifying Higher Costs (49:36) - - Channel Testing and Target Comparison (51:01) - - How to Master Paid Media in Enterprise Marketing 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 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. Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place. 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.…

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Strategies for Building a High-Converting B2B Homepage

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Strategies for Building a High-Converting B2B Homepage