The Dave Gerhardt Show (from Exit Five)

By Exit Five

Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Br... more

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The podcast currently has 403 episodes available.

The Dave Gerhardt Show (from Exit Five) episodes:

October 14, 2025Traveling and The ROI of Events
#291 In-Person Events | I decided to break the pattern with a solo podcast, just me and my phone, walking around the woods at my home in Vermont on a damp October morning before heading to NYC for the Exit Five meetup. I talk about my goals for the week, our plans, why we're hosting a dinner, the value of meeting in-person, remote vs. in office work, and other ramblings.
*If you listened to this: DM me on LinkedIn or email [email protected] - tell me what you want me to cover on this podcast as it relates to marketing, business, or life.
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
9min
October 13, 2025Beyond Copy: How To Use AI to Build GTM Systems That Scale
#290 AI Workflows | In this episode, Dave is joined by Dan Guenet, GTM Engineer at Compound Growth Marketing, and Eoin Clancy, Head of Growth at AirOps. Both guests are at the forefront of building AI workflows that make marketing more efficient and scalable, from content creation to sales enablement.

Dave, Dan, and Eoin cover:
How to use Clay, Zapier, and AirOps to build repeatable GTM systems that scale without burning bandwidth
The frameworks behind automating webinar production, sales transcript analysis, and content refreshes with AI
Why marketers need to bridge the gap between AI hype and real execution, and where to start with building practical workflows
Together, they break down the exact tools, prompts, and processes they’re using to turn AI from theory into impact across B2B marketing teams.

Timestamps
(00:00) - – Intro
(01:00) - – The gap between AI hype and real execution
(05:00) - – Dan’s background and how GTM Engineering came to life
(08:00) - – Building repeatable webinar systems with Clay
(12:00) - – How to scale content and events without burning bandwidth
(17:00) - – Eoin’s content creation workflow using AirOps
(22:00) - – Turning sales transcripts into actionable GTM insights
(31:00) - – Using Zapier Agents to automate product marketing tasks
(39:00) - – Refreshing SEO content with AI for better performance
(47:00) - – Where AI fits in your team and how to start small
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
54min
October 09, 2025Events, AI, and The Future of B2B Buying with Sydney Sloan, CMO at G2
#289 Strategy | Dave is joined by Sydney Sloan, Chief Marketing Officer at G2, where she’s leading the charge on integrating AI into marketing, rethinking team structures, and modernizing how B2B brands build trust. Sydney brings decades of experience from companies like Adobe, Alfresco, and Salesloft, and now oversees one of the largest software marketplaces in the world.

Dave and Sydney cover:
How to design events that truly drive pipeline, using frameworks like “Think, Feel, Do” to plan with purpose
A smarter way to measure event ROI with Sydney’s “Revenue in the Room” approach
How AI is transforming the buyer journey and reshaping what modern marketing teams look like
An episode that will leave you rethinking your marketing strategy, from the events you run to the org you build.

Timestamps
(00:00) - – Intro
(02:00) - – The return of in-person events
(05:00) - – Building community through smarter event design
(07:00) - – Inside G2’s “AI in Action” roadshow
(10:00) - – The “Think, Feel, Do” event framework
(13:00) - – Why details make or break events
(16:00) - – Measuring success with “Revenue in the Room”
(19:00) - – Post-event follow-up that drives results
(25:00) - – How AI is reshaping the buyer journey
(41:00) - – Rethinking marketing orgs for the AI era
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
52min
October 06, 2025Marketing in the Age of AI: CMOs Separating the Hype from What’s Real
#288 AI in Marketing | In this episode, Dave is joined by three B2B marketing leaders: Sara Ajemian, Head of Brand & Communications at SOCi, Jennifer Delevante-Moulen, CMO at Knak, and Tara Robertson, CMO at Bitly. Together they share real-world perspectives on how AI is actually shaping marketing teams today—what’s working, what’s not, and how leaders are adapting.

Dave and the panel cover:
The most overhyped AI use cases in B2B marketing (and where human nuance still wins)
Real success stories, including building an AI-powered content research engine, scaling global localization, and using AI to make creative teams more data-driven
How CMOs are personally using AI as a strategic thought partner for board prep, customer insights, and team coaching
Whether you’re experimenting with new tools or figuring out how to bring AI into your strategy, this conversation gives a grounded look at what B2B marketing leaders are really doing today.

Timestamps
(00:00) - – Intro
(02:00) - – Meet the panel: SOCi, Knak, Bitly
(06:00) - – Has AI met or missed expectations?
(10:45) - – The most overhyped AI use cases
(14:00) - – Why human nuance still matters in personalization
(19:00) - – The imposter syndrome of AI adoption
(22:00) - – The power of AI with memory
(24:40) - – Best AI use cases from the panel
(29:00) - – Scaling global localization with AI
(32:00) - – Training brand teams to be more data-driven
(36:00) - – How CMOs personally use AI in their workflow
(40:00) - – Using AI as a strategic thought partner
(44:00) - – Coaching teams with AI feedback loops
(46:00) - – The frustrations of iteration and tool updates
(50:00) - – Is leadership pushing AI adoption?
(54:00) - – Budgeting and building a modern AI-enabled tech stack
(57:00) - – Final takeaways and closing
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
1h 1min
October 02, 2025Beyond Clicks: Building B2B Brands with Offline Ads with Amrita Gurney
#287 Brand Marketing | In this episode, Matt is joined by Amrita Gurney, a veteran B2B marketing leader who has scaled some of Canada’s fastest-growing startups and now works as a fractional CMO. At Float, she led bold offline campaigns, from billboards and buses to TV spots, that helped the company stand out against major banks and build lasting brand recall.

Matt and Amrita cover:
Why offline ads like billboards and transit campaigns are making a comeback in B2B marketing
How creative choices — bold colors, emotional messaging, and relatable personas — can make or break brand campaigns
What B2B marketers should know about budget allocation, measuring recall, and balancing brand vs. performance marketing
Whether you’re running your first brand campaign or rethinking your spend mix, this episode will give you fresh ideas on how to stand out in B2B marketing.

Timestamps
(00:00) - – Intro
(02:00) - – Amrita’s background and career journey
(03:20) - – Why Float invested in offline ads
(05:00) - – Launching their first billboard campaign
(07:00) - – Taking bold risks with creative
(09:00) - – Human-centered messaging vs. product copy
(11:00) - – Expanding into buses, subways, and airports
(14:00) - – Testing (or not testing) creative concepts
(15:00) - – What brand recall really means in B2B
(17:00) - – Measuring lift from offline campaigns
(20:00) - – Balancing brand vs. performance spend
(22:00) - – Lessons from consumer marketing in B2B
(24:00) - – How they chose cities and placements
(27:00) - – Budget breakdown and allocation
(31:00) - – Tracking TV ad performance
(33:00) - – How long to run campaigns for impact
(34:00) - – Advice for marketers considering offline ads
(36:00) - – Closing thoughts and takeaways
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
38min
September 29, 2025How to Be Great at Marketing Without Being a Subject Matter Expert with Kevin White, Head of Marketing at Common Room
#286 Growth | In this episode, Dave is joined by Kevin White, Head of Marketing at Common Room, a leading customer intelligence platform for go-to-market teams. Kevin shares insights from his experience helping teams capture and act on digital breadcrumbs to optimize their marketing and sales efforts.

Dave and Kevin cover:
How to be a good marketer even when you're not the Subject Matter Expert
Signal-based marketing and how it is transforming the buyer’s journey by focusing on the right actions instead of just clicks
B2B influencer marketing plays that work
Timestamps
(00:00) - - Intro to Kevin
(05:09) - - How to Be Good At Marketing When You're Not a Subject Matter Expert
(07:47) - - Why You Should Stay Close to Your Customer
(15:06) - - How to Manage a Marketing Team with Limited Resources
(17:25) - - Eliminating Ineffective Marketing Efforts to Drive Real Results
(22:23) - - Signups and Demos Boost From LinkedIn
(23:29) - - How to Attribute ROI in Multi-Platform Marketing
(27:39) - - Creating Authentic and Valuable Content
(32:18) - - Generating Pipeline with Economic Buyer Signals
(33:59) - - Increasing Digital Touchpoints
(37:57) - - How To Maximize Actionability, Volume, and Conversion Rate
(39:43) - - LinkedIn Measurement
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
44min
September 25, 2025How To Turn Your Company Story Into Actionable Marketing Ideas with Pranav Piyush
#285 Creative Strategy | In this episode, Dave is joined by Pranav Piyush, Founder & CEO of Paramark, a measurement platform helping B2B and B2C companies run smarter marketing experiments. Pranav is known for turning strategy documents into repeatable creative processes that generate campaigns, ads, and content tied directly to a company’s story.

Dave and Pranav cover:
How to translate your company narrative into concrete marketing campaigns and creative hooks across channels
Why creative output (not measurement) is the biggest bottleneck for most B2B marketing teams today
The frameworks like category entry points, jobs-to-be-done, and behavioral psychology that help marketers spark fresh, testable campaign ideas month after month
You can expect a practical, example-filled conversation on turning strategy into execution and building a creative engine that never runs dry.

Timestamps
(00:00) - – Intro and audience roll call
(04:00) - – Why narratives often get stuck in a Google Doc
(07:00) - – Foundational docs you need before creating campaigns
(12:00) - – Category entry points and jobs-to-be-done explained
(16:00) - – How to feed company inputs into AI tools
(22:00) - – Generating ad campaign ideas with real examples
(24:00) - – Using analogies (like basketball) to explain complex concepts
(27:00) - – Where AI falls short (and why human judgment matters)
(30:00) - – Mining sales call transcripts for campaign hooks
(34:00) - – Turning customer objections into marketing messages
(38:00) - – Repurposing podcasts, presentations, and blog posts into new formats
(42:00) - – Systemizing idea generation for repeatable output
(46:00) - – Closing thoughts and audience Q&A
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
54min
September 22, 2025How to Use Cognitive Behavioral Branding to Create New Categories with Ari Yablok, Head of Brand at Island
#284 Brand | Dave sits down with Ari Yablok, Head of Brand at Island, to share his approach to creating a brand in the cybersecurity space. Ari shares his journey from agency life to leading the brand narrative at Island, where he helped build the concept of the "enterprise browser."

Dave and Ari Cover:
The key differences between category creation and strategic positioning, and why it matters for B2B marketers
The steps to building a brand story that resonates with both your internal team and your target audience
How focusing on the last 20% of branding efforts can elevate your company above the competition

Timestamps
(00:00) - - Intro to Ari
(03:24) - - Rapidly Growing Enterprise Browser Company Secures $375M in Series D Funding
(07:33) - - SEO Strategy vs Branding
(13:00) - - How Brand is an Art and a Science
(18:15) - - Challenges in Cybersecurity Branding
(19:59) - - Early Stage Marketing
(26:54) - - Cognitive Behavioral Branding
(32:03) - - How Ari Manages Projects with the Brand Team
(34:13) - - Comfortable vs. Uncomfortable Approaches to Brand Strategy
(38:31) - - What Founders Really Want to Do
(43:37) - - Balancing the Day-to-Day with Visionary Goals
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
47min
September 18, 2025From Employee #4 to CMO: The Path to Marketing Leadership with Sylvia Lepoidevin, CMO at Kandji
#283 Marketing Leadership | In this episode, Dave is joined by Sylvia Lepoidevin, CMO of Kandji, a leading platform for managing and securing Apple devices in the workplace. Sylvia shares her journey from employee #4 to CMO at Kandji, driving the company’s growth to a $850M valuation. She talks about her experience building efficient marketing teams, leveraging AI, and creating impactful brand experiences.

Dave and Sylvia cover:
How AI is reshaping marketing roles and enabling smaller, more efficient teams
Strategies for internal marketing that align and energize cross-functional teams
Product launches and creative campaigns for brand-driven growth
Timestamps
(00:00) - - Intro to Sylvia
(03:48) - - From Marketing Hire to CMO
(08:33) - - Understanding Equity and Financial Outcomes
(11:15) - - Wealth and Career Growth
(13:55) - - Why It’s Important to Have a Clear Career Narrative
(18:47) - - Mastering Storytelling in Team Meetings
(22:05) - - How to Engage Your Team
(22:41) - - Leveraging Feedback Loops to Build a Successful Team
(28:12) - - AI Is Enabling Smaller, More Efficient Teams
(31:55) - - AI’s Impact on Marketing
(34:55) - - How Kandji Is Expanding Their Team
(37:46) - - Achieving 10x Growth Through Product-Led Strategies
(41:26) - - Leveraging Competitor and Apple-Specific Keywords
(44:50) - - Minimizing Hiring Risk: Test Roles First
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more
...more
50min
September 15, 2025Research-First CRO: How Data Leads to Better Marketing Decisions with Haley Carpenter
#282 CRO | Matt is joined by Haley Carpenter, founder of Chirpy, a conversion rate optimization agency. Haley has nearly a decade of CRO experience across agency, SaaS, and eCommerce, and she’s known for helping brands use research and testing to make smarter marketing decisions.

Matt and Haley cover:
Why CRO isn’t just A/B testing, and how research should guide every optimization effort
How to approach CRO when you don’t have massive website traffic, including scrappy testing methods and tools
The role of messaging, value props, and social proof in driving higher conversions (and where B2B often lags behind DTC)
By the end, you’ll have a clearer picture of how to approach CRO as a system, not just a set of tests.

Timestamps
(00:00) - – Intro
(01:00) - – Who is Haley Carpenter
(02:00) - – What CRO really means
(05:00) - – Research vs. testing explained
(09:00) - – Where to start CRO on a website
(12:00) - – Testing with limited traffic
(16:00) - – Using data for smarter decisions
(19:00) - – Building a culture of testing
(23:00) - – How to report CRO results
(28:00) - – Scrappy tools: Clarity & Hotjar
(32:00) - – What B2B can learn from DTC
(36:00) - – Why messaging matters more than features
(40:00) - – The power of social proof
(46:00) - – Common blockers to CRO success
(48:00) - – A surprising test result (+7% sales)
(50:00) - – Vanity metrics vs. real business outcomes
(54:00) - – Closing thoughts
Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.

Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.
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