People don’t give a sh*t about your product.

They care about themselves. 👏

Your job as a B2B marketer? Tell a simple, true story that hits a nerve, then pick one wedge channel and go all in.
Everything else in your marketing strategy is decoration.

In this episode of the B2B Vault, I sit down with Exit Five’s founder Dave Gerhardt to talk about modern B2B marketing, positioning, and brand storytelling that people actually remember.

Dave breaks down how he builds marketing people pay attention to, not just more noise in their feed.
He unpacks the timeless principles behind great storytelling in B2B, explains why simple messages beat complex frameworks, and shows how brand becomes a real moat when every SaaS marketing product looks the same.

If you care about demand generation, copywriting, and standing out in a crowded market in the AI era, this one’s for you.

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🎬 Here’s what we cover:

Timeless principles (still work in 2125) - what never changes, no matter the tools.

Positioning & story: how to find "the line" - distilling your message to something people actually remember.

Crowded category play - when to own a niche vs. chase a new category.

Channel strategy (how to actually get attention) - finding gaps instead of fighting big players.

Feedback loops - knowing if your story is landing before the spreadsheet says so.

Short vs long term - how to sell today and build brand for tomorrow.

Copy moves Dave and I use daily - small tweaks that make big impact.

AI & what's next - how to use it without losing the human edge.

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Connect with Dave & Ugi:
Dave: linkedin.com/in/davegerhardt/
Ugi: linkedin.com/in/ugljesadj

B2B Vault has an extensive background infrastructure that allows us to monitor 300+ experts and marketing websites every single week, and deliver our subscribers only THE BEST marketing insights published during the previous week.

It's like having your own VA who feeds you with unique insights and secret knowledge from other experts, every single week.

And if you’re not already subscribed to the B2B Vault newsletter, you should be! 

Every Monday we send the sharpest B2B reads so you start the week one step ahead, not playing catch-up.
https://www.theb2bvault.com/newsletter

Click here to watch a video of this episode.

Standing out in B2B SaaS is getting harder. Content looks the same. Messaging sounds the same. And AI is only accelerating the sameness.

In this episode, Walnut’s Head of Marketing, Benny Bridger, breaks down how he builds marketing that people remember. He walks through the systems his team uses, the role of original data in shaping campaigns, and why product-first storytelling creates a much stronger connection with buyers.

You’ll hear how demos can fuel demand, how to find angles that surprise your audience, and why small in-person moments often create better pipeline than expensive booths. Benny also shares how he uses AI inside his workflow without turning everything into generic output.

If you want your marketing to land with buyers and drive real opportunities, you’ll get a lot from this conversation.

• (00:00) - – Intro

B2B Vault has an extensive background infrastructure that allows us to monitor 300+ experts and marketing websites every single week, and deliver our subscribers only THE BEST marketing insights published during the previous week.

It's like having your own VA who feeds you with unique insights and secret knowledge from other experts, every single week.

If you haven't already, subscribe here:
https://lnkd.in/d98cfqsk

Click here to watch a video of this episode.

Most marketers talk about learning and development - but how many actually practice it inside their own teams?

In this episode of the B2B Vault, I sit down with Barry Ryan, Head of Marketing at Thirst, to dig into how real learning happens inside a marketing department - not the theory, the practice.

Barry shares how his team builds a culture of constant learning, knowledge sharing, and experimentation while staying ahead in one of the fastest-changing industries on earth. From creating scalable systems for team learning to turning first-party data into a competitive edge, this episode shows how smart teams learn their way to growth.

What You’ll Learn:
• How to actually apply L&D inside a marketing team (and make it stick)
• Why sharing knowledge beats chasing new hacks
• How first-party data gives you a moat AI can’t copy
• The future of SEO and AI search - and how to prepare now
• Why authenticity and originality are the new marketing currency
• The real reason most teams stop sharing ideas (and how to fix it)
• How Thirst builds a system where learning compounds

About Barry Ryan:
Barry is Head of Marketing at Thirst, a modern learning platform helping teams grow faster through continuous learning and knowledge sharing. With 14+ years in digital marketing and SEO, he’s helped startups scale through clarity, creativity, and data-driven experimentation.

Timestamps:
00:00 – Intro
01:50 – How Thirst applies L&D to marketing
07:00 – Why marketers struggle to share what they learn
10:20 – Gamification
14:20 – Standing out in an AI-driven market
20:10 – How Thirst approaches SEO and content
23:20 – Using AI for smarter briefs (not lazy content)
25:30 – SEO x AI
34:40 – Authenticity and originality in B2B
38:15 – Winning at the game of life

Connect with Barry & Ugi:
Barry: linkedin.com/in/barry-ryan
Ugi: linkedin.com/in/ugljesadj

B2B Vault has an extensive background infrastructure that allows us to monitor 300+ experts and marketing websites every single week, and deliver our subscribers only THE BEST marketing insights published during the previous week.

It's like having your own VA who feeds you with unique insights and secret knowledge from other experts, every single week.

If you haven't already, subscribe here:
https://lnkd.in/d98cfqsk

Subscribe for weekly episodes with B2B founders and marketers sharing systems, stories, and frameworks that actually drive growth.

Click here to watch a video of this episode.

Most B2B products, websites, and content look exactly the same - and it’s getting worse with AI.
So how do you find real traction when everyone’s doing the same thing?

In this episode of the B2B Vault, I sit down with Ward van Gasteren, growth consultant and creator of the 1-1-1 Growth Framework. Ward breaks down how startups and scaleups can move from random marketing efforts to a focused growth system built on clarity, testing, and momentum.

What You’ll Learn:

• Why differentiation alone isn’t enough in today’s AI-saturated market
• How to use the 1-1-1 Framework (one channel, one audience, one message) to scale faster
• Real-world case study: how Ward grew a puppy training app with 100+ ad experiments
• The right way to test messaging, channels, and audiences without wasting budget
• How to document experiments, spot traction, and know when to double down
• The mindset shift from “growth hacking” to sustainable, focused growth

About Ward van Gasteren:

Ward is a growth consultant and the founder of Growth Orange. He’s helped startups and scaleups across Europe find focus, validate growth hypotheses, and scale what actually works - using systems, not guesswork.

• (00:00) -

Ward: [https://www.linkedin.com/in/wardvangasteren/
]
Ugi: [https://www.linkedin.com/in/ugljesadj/
]

B2B Vault: https://www.theb2bvault.com/

More B2B Growth Insights:

Subscribe for weekly interviews with B2B founders and marketers who share frameworks, strategies, and systems that actually drive growth.

Trustworthy ABM advice is nearly impossible to find - unless you know the right people.

In this episode of the B2B Vault, I sit down with Mason Cosby, founder of ScrapyABM and one of the biggest ABM experts. Mason shares his proven playbook that's helped hundreds of B2B companies dominate their markets through strategic account-based marketing.

What You'll Learn:
• The real difference between one-to-one vs one-to-many ABM campaigns
• How deep to go with personalization without wasting resources
• The best tools and systems Mason uses to execute winning ABM strategies
• Campaign execution secrets that most B2B marketers get wrong
• Strategic frameworks for scaling ABM in growing businesses

About Mason Cosby:
Mason is the founder of ScrapyABM and has helped hundreds of small, medium, and enterprise B2B companies build winning ABM campaigns. His expertise spans campaign strategy, tool selection, and execution frameworks that drive real results.

Guest - Mason:
[ https://www.linkedin.com/in/masoncosby/ ]
Host - Ugi:
[ https://www.linkedin.com/in/ugljesadj/ ]

Curated Library of the World's Best B2B Content  -  www.theb2bvault.com

B2B Vault Bot - get the best B2B marketing advice, explore minds of the best experts, solve problems, and get smarter at B2B marketing: app.theb2bvault.com/chat

SUBSCRIBE for more B2B strategies that actually work.

Standing out in a world where AI is commoditizing content demands more than just information - it takes original storytelling and actionable strategy.

This video delivers proven B2B marketing frameworks, practical content repurposing tactics, and interview-driven workflows designed specifically for decision makers who want results.

Unlock the secrets to building narratives that engage every department, enforce consistency without stifling creativity, and turn even the driest releases into stories that drive SQLs and business growth. Discover how to build a handful of “key pieces” and repurpose them up to 50 ways for maximum ROI-all while maintaining quality and originality.

• (00:00) - – Intro

Curated Library of the World's Best B2B Content  -  www.theb2bvault.com

B2B Vault Bot - get the best B2B marketing advice, explore minds of the best experts, solve problems, and get smarter at B2B marketing: app.theb2bvault.com/chat

SUBSCRIBE for more B2B strategies that actually work.

SaaS marketing, storytelling, and media brand strategy in the age of AI commoditization. Colin Campbell (Pixis AI, ex-Outreach/Sales Hacker) shares lessons on content, community, and growth.

Learn why SaaS companies can’t just “out-promote,” how to escape the commodity trap, and what timeless storytelling principles separate brands that win. Colin unpacks the Sales Hacker playbook, HubSpot’s media bets, and why acquiring a media brand rarely works.

If you’re a SaaS CMO, VP of Marketing, or founder, this episode is packed with practical strategies to build authority, escape commodity status, and grow in 2025 and beyond.

Guest - Colin:
[ https://www.linkedin.com/in/colin-campbellism/ ]
Host - Ugi:
[ https://www.linkedin.com/in/ugljesadj/ ]

Curated Library of the World's Best B2B Content  -  www.theb2bvault.com

B2B Vault Bot - get the best B2B marketing advice, explore minds of the best experts, solve problems, and get smarter at B2B marketing: app.theb2bvault.com/chat

SUBSCRIBE for more B2B strategies that actually work.

Click here to view the episode transcript.

Most B2B product pages are conversion killers - and Logan Hendrickson knows exactly why.

As a Product Marketing Manager who’s reviewed and rebuilt hundreds of product pages, Logan reveals the real mistakes that are costing you customers (and revenue) every single day.

In this episode, you’ll learn:

Why feature-heavy pages actually repel buyers
The messaging framework that converts 3x better
How to uncover what your prospects really care about
The psychology behind high-converting product pages
Logan’s proven template for B2B product page success
Logan PMM has helped dozens of B2B companies transform their product messaging from feature dumps into conversion machines. His strategies have contributed to millions in additional revenue for his clients.

This isn’t theory - it’s battle-tested advice from the front lines of B2B marketing.

Timestamps:
00:00 - Intro
02:23 - The Commoditization Problem in B2B SaaS
04:05 - What Clear Messaging Really Looks Like
07:09 - Positioning + Messaging = Marketing Foundation
08:21 - Building a Messaging Blueprint
10:28 - Inside Logan’s Messaging Framework
13:30 - Category Creation vs. Category Entry
17:40 - Why Service Companies Need Product Pages
20:32 - Winning Frameworks for Product & Homepages
24:07 - Interactive Demos that Actually Convert
25:14 - Reducing Friction & Moving the “Aha” Moment Forward
26:29 - Above the Fold: What Really Matters
27:53 - Trust Signals & Design Psychology
30:36 - Client Wins & Real-World Messaging Examples
32:32 - Book Recommendation: Very Good Copy
33:33 - Closing Thoughts & Wrap-Up

Guest - Logan:
[ https://www.linkedin.com/in/logan-hendrickson/ ]
Host - Ugi:
[ https://www.linkedin.com/in/ugljesadj/ ]

Curated Library of the World's Best B2B Content  -  www.theb2bvault.com

B2B Vault Bot - get the best B2B marketing advice, explore minds of the best experts, solve problems, and get smarter at B2B marketing: app.theb2bvault.com/chat

SUBSCRIBE for more B2B strategies that actually work.

Click here to view the episode transcript.

Matt Carnevale (Head of Community at Exit Five) believes most B2B communities fail because they’re built for leads, not people. In this episode, we talk about how to start a community from scratch, the pilot method to land your first 25 members, and why niche communities will beat broad ones.

We also dig into Exit Five’s growth loops, feedback systems, and playbooks, how to promote yourself without being spammy, and where B2B communities are headed with AI. Finally, Matt shares his take on the future of B2B marketing - and what “winning at life” really means.
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Click here to view the episode transcript.

ContentMonk - content marketing agency that makes B2B brands stand out, become category leaders, and drive SQLs -> https://www.contentmonk.io/

Natalie Marcotullio (Head of Marketing at Navattic) believes most B2B SaaS companies are blending into a sea of sameness-and that’s killing their growth. In this episode, we talk about how to truly stand out in a saturated market, why interactive demos are becoming a secret weapon for conversions, and how customer-led communities will shape the future of B2B marketing.
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• (00:00) - – Intro

ContentMonk - content marketing agency that makes B2B brands stand out, become category leaders, and drive SQLs -> https://www.contentmonk.io/