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 386 episodes available.

The Dave Gerhardt Show (from Exit Five) episodes:

June 12, 2025How to Get Sales on Board with Your Marketing Content with Kira Federer, VP of SMB Marketing at Paramount Advertising
#254 Brand | In this episode, Dave sits down with Kira Federer, VP of SMB Marketing at Paramount Advertising, and formerly at companies like Reddit and Glassdoor. Kira shares her journey from sales to product marketing and the lessons she’s learned along the way.
Dave and Kira discuss:
How to align marketing and sales through co-creation to ensure your sales team uses the content you create
The value of a strong messaging framework and how it drives consistency in B2B marketing
Why you need to time your product launches and ensure that marketing resonates with both your team and the market at the right moment
Timestamps
(00:00) - - Intro to Kira
(04:54) - - Kira’s Career Journey From Sales Enablement to Product Marketing
(08:08) - - Challenges of Building Community / Getting Connected with Exit Five
(14:24) - - How To Get Sales To Use Content from Marketing
(16:59) - - How to Align Marketing and Sales Teams
(23:05) - - Effective Messaging and Having a Core Company Narrative
(28:13) - - Why You Should Identify What Differentiates Your Business
(31:56) - - How To Create Strong Brand Positioning
(34:41) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing
(36:25) - - “The Risk Of Insult Is The Price Of Clarity”
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
40min
June 09, 2025Mastering Lifecycle Marketing: Real-World Tactics from Leading B2B Teams
#253 Lifecycle Marketing | In this episode, we’re joined by two expert lifecycle marketers: Charlotte Hardin, Lifecycle Marketing Manager at Rebuy Engine, and Naomi West, Senior Product Manager at Customer.io. Charlotte and Naomi bring years of hands-on experience running email, onboarding, and retention programs inside B2B SaaS companies.

They break down how B2B teams can use lifecycle marketing to drive more revenue, boost product engagement, and strengthen customer relationships, without needing a massive team.

Charlotte and Naomi cover:
How top B2B teams build high-performing welcome sequences, and why they’re constantly worth revisiting
The role of experimentation and how to prioritize AB tests that deliver learnings (even with small audiences)
Strategic ways to keep users engaged post-onboarding, including behavior-based triggers and surprise-and-delight moments
Timestamps
(00:00) - – Intro
(01:30) - – Meet Charlotte and Naomi
(03:15) - – How they define lifecycle marketing
(05:00) - – What they’ve changed their minds about recently
(08:10) - – Plain text vs. designed emails
(10:00) - – Their frameworks for experimentation
(12:30) - – How to test in low-volume environments
(14:50) - – Common mistakes in A/B testing
(16:00) - – What a day in lifecycle marketing looks like
(18:10) - – How they (actually) use AI in their workflows
(22:00) - – Building a reporting foundation for lifecycle
(25:00) - – Naomi’s example of measuring aha moments
(27:00) - – Quick definitions of lifecycle marketing
(28:30) - – Tips for writing lifecycle campaigns that actually matter
(29:00) - – Favorite lifecycle campaigns they’ve run
(31:00) - – Why revamping welcome flows is always worth it
(33:00) - - Frameworks they use for building new flows
(36:00) - – What to do *after* onboarding ends
(37:30) - – Using behavior-based triggers and milestones
(39:30) - – Surprise and delight moments in B2B
(41:00) - – Creating assets with a lean team
(44:00) - – Systems and templates that save time
(46:00) - – Navigating multi-year sales cycles with lifecycle content
(49:00) - – Why benchmarks are often misleading
(51:00) - – Final advice: audit often, talk to your team, and keep learning
(53:00) - – Wrap-up and where to find Naomi and Charlotte
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
June 05, 2025Category Creation Playbook: How to Be Irreplaceable in B2B Marketing (with Josh Lowman)
#252 Category Creation | Dave is joined by Josh Lowman, Founder and Creative Director of Gold Front, a category design studio that’s worked with brands like Uber, Notion, and Qualtrics. Josh is a leading voice in strategic brand positioning and category creation. He’s spent over a decade helping high-growth B2B companies define what makes them irreplaceable in crowded markets.

Dave and Josh cover:
Why most category creation efforts fail (and what to do instead)
The four real paths to category leadership: create, transform, niche, or go solo
How B2B marketers can align product, brand, and messaging around a single strategy to stand out and scale

Whether you're launching a new product or repositioning an existing one, this episode is a masterclass in strategic clarity.

Timestamps
(00:00) - – Intro
(01:30) - – Josh’s backstory and founding Gold Front
(04:45) - – How Gold Front became a category design studio
(07:00) - – What “category creation” really means
(10:15) - – Why being irreplaceable is the real goal
(13:20) - – The four paths to category leadership
(17:05) - – Why Drift didn’t succeed in creating a true category
(21:00) - – Clay and Notion as category-of-one examples
(23:50) - – Marketing vs. actual customer perception
(27:15) - – Can Exit Five be more than the “Dave Gerhardt community”?
(30:10) - – How to scale brand DNA beyond the founder
(33:00) - – Defining Exit Five’s ethos as a company
(35:20) - – Strategy as a company-wide unifier
(38:10) - – Advice for CMOs on driving strategy with CEOs
(40:45) - – Why strategy is always the root cause
(42:15) - – Vibe marketing and the rise of right-brain thinking
(45:00) - – Josh’s mental health journey and long-term therapy
(48:30) - – LinkedIn, self-worth, and staying grounded
(51:00) - – Weightlifting, discipline, and mental clarity
(54:00) - – Daily habits that improve mindset
(57:15) - – What 30 days of silent meditation does to your brain
(01:02:00) - – Final thoughts on presence, self-work, and leadership
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
58min
June 02, 2025B2B Website Optimization: Real Examples and Live Feedback
#251 Website Optimization | In this episode, Danielle is joined by Guy Yalif, Chief Evangelist at Webflow; Talia Wolf, Founder and CEO of Getuplift; and Scott Cappuzzo, Web Strategist at Webflow. Together, they dig into what actually makes a B2B website convert and why most homepages are missing the mark.
This panel brings deep experience in conversion rate optimization, UX strategy, and messaging clarity, sharing practical tips and live feedback from real B2B websites submitted by Exit Five members.

Danielle, Guy, Talia, and Scott cover:
The #1 mistake B2B marketers make on their homepage and how to fix it with customer-driven messaging
Smart ways to test and optimize (even if you don’t have high traffic)
How to write CTAs that meet buyers where they are in the journey (and get more clicks)

Whether you’re planning a homepage redesign or just want to tighten your headline and CTA copy, this session will help you make smarter website decisions grounded in expert feedback and real examples.

Timestamps
(00:00) - – Intro
(01:00) - – Meet the expert panel
(03:40) - – The biggest homepage mistake
(06:20) - – What customers *really* want
(07:00) - – The CTA copy test
(08:10) - – Why A/B testing isn’t always right
(10:50) - – Personalization you can actually use
(13:00) - – What’s a “good” conversion rate?
(16:20) - – CTA clarity vs. creativity
(20:00) - – Why messaging must come first
(22:00) - – How to do helpful personalization
(28:10) - – Emotional drivers in B2B
(30:10) - – Live teardown #1: ContactMonkey
(36:50) - – Visuals, CTAs, and clarity
(42:10) - – Live teardown #2: StreamTech
(47:30) - – Outdated visuals and lost messaging
(51:05) - – Chatbots: thoughtful vs. disruptive
(52:20) - – Live teardown #3: CallTrackingMetrics
(55:00) - – Final ratings + wrap-up
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
59min
May 29, 20256 Steps to Building a Customer Insights Program with Shoshana Kordova
#250 Customer Insights | Matt sits down with Shoshana Kordova, a 3x founding product marketer and former journalist who now helps B2B tech startups craft customer-infused messaging through her consultancy, Peel Product Marketing. Shoshana recently launched a customer insights playbook for the PMM Jetpack, equipping marketers with tools and templates to run more effective customer interviews.

Matt and Shoshana cover:
Why a customer insights program is more than “just talking to customers” and how to turn interviews into a repeatable system that drives messaging, positioning, and case studies
How to collaborate across teams (especially with CS and product) to get buy-in and avoid stepping on toes
The most common mistakes B2B marketers make with interviews and how to get the kind of insights you can actually use
Whether you're a product marketer, content strategist, or leading a GTM team, this episode is packed with actionable takeaways to build messaging that resonates.
Timestamps
(00:00) - – Intro
(01:05) - – Meet Shoshana: From Journalism to Product Marketing
(02:15) - – What Is “Customer-Infused Messaging”?
(04:00) - – Why Customer Insights Beat Surface-Level Deliverables
(06:00) - – How to Work with CS and Sales Without Stepping on Toes
(09:00) - – Navigating Competing Priorities Across Teams
(11:20) - – Selling the Value of Customer Interviews Internally
(15:20) - – The 6 Steps to Building a Customer Insights Program
(17:15) - – Step 1: Aligning Goals with Stakeholders
(18:55) - – Step 2: Building a Customer Interview Pipeline
(21:00) - – Step 3: Keeping Stakeholders in the Loop (Hint: Use Slack)
(25:15) - – Step 4: How to Run a Great Customer Interview
(30:45) - – Focus on Problems, Not Just the Product
(33:20) - – Uncovering Real ROI with Better Follow-Ups
(34:30) - – Step 5: Documenting What Actually Matters
(36:50) - – How to Organize Insights into a Shared Database
(39:40) - – Step 6: Putting Insights to Work (Case Studies, Messaging, ICPs)
(42:00) - – Should You Hire an External Interviewer?
(44:15) - – What’s a Realistic Interview Cadence?
(45:45) - – Other Places to Find Customer Insights (When Interviews Aren’t Possible)
(47:20) - – Final Tips: Mining G2 Reviews, Webinars, and Internal Teams
(48:34) - – Wrap-Up and Where to Find Shoshana
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
51min
May 26, 2025Cold Email: Lessons from Real Outbound Campaigns in 2025
#249 Cold Email | In this episode, Danielle is joined by four experts in B2B outbound: Zoe Hartsfield (Apollo), Will Allred, (Lavender), Maximus Greenwald (Warmly), and Alex Fine (Understory). Together, they dive into the good, bad, and “please don’t ever send this” of cold email strategy. Each guest brings firsthand insight from scaling outbound at fast-growing B2B companies and helping clients do the same.
Danielle and the crew cover:
The biggest reasons cold emails flop and what great ones do differently
How to use personalization, targeting, and timing to get replies (not unsubscribes)
The right way to blend automation and human touch in your outbound strategy
It’s an inside look at how marketers and founders approach outbound messaging, across strategy, execution, and scale.

Timestamps
(00:00) - — Intro and guest lineup
(02:30) - — Why most cold emails fall flat
(04:30) - — Common copy mistakes: too much “I,” not enough “you”
(06:00) - — The automation vs. personalization debate
(08:15) - — When *not* to send a cold email
(10:30) - — What targeting gets wrong (and how to fix it)
(12:30) - — Teardown #1: Robotics email with 0% replies
(14:45) - — Subject line issues, tone, and CTA feedback
(17:00) - — Teardown #2: CRM campaign with profanity
(18:45) - — Why this email screams “marketing,” not “outbound”
(21:00) - — Teardown #3: Direct debit email repurposed from a nurture
(23:30) - — Why HTML-heavy emails kill deliverability
(25:15) - — Teardown #4: Founder-led cold email from Breakout
(27:30) - — What worked: relevance, format, and intent
(30:00) - — Teardown #5: Cybersecurity email to bank execs
(32:00) - — Final takeaways on relevance, timing, and strategy
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
May 22, 2025The Future of B2B Buying Experiences and the Role of AI in GTM with Jaleh Rezaei
#248 Marketing Strategy | Dave sits down with Jaleh Rezaei, founder and CEO of Mutiny, the personalization platform for B2B websites. Jaleh brings a unique blend of founder perspective and deep marketing expertise from her time building go-to-market teams at VMware, Gusto, and now Mutiny. She’s on a mission to help marketers ditch the spammy, scaled playbooks of the past and refocus on what really drives pipeline today: buyer experience.
Dave and Jaleh cover:
Why the current use of AI is making marketing worse and how to use it to build better buying experiences instead
What marketers get wrong about speed (hint: it’s not about doing more, it’s about doing what matters)
The principles of simplifying your go-to-market strategy to cut through noise and align your team around real revenue results
Marketing is changing fast, but the teams who win will be the ones who prioritize real buyer experiences, move with speed, and stay aligned on what actually drives revenue. Jaleh breaks down how to make that shift before your strategy gets left behind.

Timestamps
(00:00) - – Intro
(01:10) - – Why AI Is Backfiring in B2B
(03:45) - – Outbound Is Broken (Here’s the Data)
(06:05) - – What Buyers Actually Want
(08:30) - – Gimmicks Don’t Scale
(10:00) - – How to Build Marketing That Lasts
(11:25) - – Why Marketing Is Harder Today
(13:00) - – AI Efficiency vs. Buyer Experience
(14:30) - – The Right Way to Prioritize Speed
(16:15) - – Strategy First, Then Speed
(18:05) - – How to Test Big Ideas Fast
(20:20) - – Borrowing the YC Mindset
(22:00) - – What Good Brand Marketing Looks Like
(24:15) - – Best Brand Play: A Children’s Book?
(26:00) - – What CEOs Really Want From Marketing
(27:40) - – Simplifying Your Marketing Strategy
(30:10) - – The Truth About Sales-Marketing Alignment
(32:00) - – Common Execution Gaps That Hurt Revenue
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
35min
May 19, 2025The Lead Nurture Email Playbook: What Works and What Doesn’t
#247 Lead Nurturing | In this episode, Danielle is joined by Samar Owais, founder of Emails Done Right; Sheri Otto, CEO of Growth Lane Strategies; and Sofia Silva, Marketing Manager at Reachdesk.

These three email experts came together for a live roast of real B2B lead nurture emails, submitted by marketers from the Exit Five community. You’ll hear the good, the bad, and the fixable, with practical insights on how to improve your own nurture sequences.

Danielle, Samar, Sheri, and Sofia cover:
The most common lead nurture mistakes B2B marketers make (and how to fix them)
Why every email should be treated as a conversation, not just a campaign
How to write nurture emails that create connection, not clicks for clicks’ sake

If you're building (or rebuilding) your nurture strategy, this one’s packed with real examples and expert feedback to guide your next send.
Timestamps
(00:00) - – Intro: Welcome to the Lead Nurture Roast
(01:28) - – Meet the Experts: Samar, Sheri, and Sofia
(05:25) - – What Is **Lead Nurturing, Really?
(08:18) - – The Problem with “We” Language in Emails
(10:40) - – The Biggest Mistakes B2B Marketers Make
(13:05) - – Why AI Isn’t Your Copywriter
(15:00) - – Teardown #1: Subject Line Gone Wrong
(19:30) - – How to Build a Nurture Sequence Around a Whitepaper
(22:10) - – CTA Overload and Why It Kills Clicks
(26:04) - – Teardown #2: Great Open Rate, Low Engagement
(29:58) - – The One-CTA Rule (And Why It Matters)
(32:40) - – Structuring Long Emails for Skimmability
(35:12) - – Teardown #3: Cold Lead, Wrong Email
(37:45) - – Re-Engagement Emails That Actually Work
(40:35) - – Use Social Proof Instead of Product Pitches
(42:15) - – Teardown #4: The Overloaded Onboarding Email
(45:10) - – What’s a “Micro Conversion” in SaaS Email?
(49:45) - – Time-to-Value and the First Action That Matters
(52:00) - – This Email Is... a Whole Sequence in One
(54:20) - – Teardown #5: Trust Email or Generic Spam?
(57:15) - – Why Specificity Beats Industry Buzzwords
(59:30) - – Final Scores and Wrap-Up
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
56min
May 15, 2025Fixing the Disconnect Between Marketing and Sales with Talya Heller
#246 Sales Alignment | Danielle welcomes Talya Heller, founder of Down to a T, a B2B consultancy helping marketers turn competitive positioning into high-impact sales assets. With experience in engineering, product management, and product marketing, Talya knows how to bridge the gap between what marketing builds and what sales actually uses.
Together they unpack:
Why most sales decks and battle cards go unused and what to build instead
How to enable your champion to sell internally with confidence
Simple frameworks for mapping competitive positioning that teams will actually use
Talya also breaks down how she researches, builds, and delivers assets that align sales, marketing, and product, all rooted in buyer empathy.
Timestamps
(00:00) - – Intro & Talya’s background
(01:00) - – From engineering to B2B marketing
(07:45) - – What is buyer enablement?
(10:00) - – Why deals stall after vendor selection
(12:15) - – The problem with sales decks
(14:45) - – Why battle cards don’t work
(17:00) - – Talya’s competitive positioning map
(22:00) - – Grouping competitors by approach
(24:30) - – Market maps for sales
(26:30) - – Where to get the best insights
(29:00) - – New formats for enablement
(31:15) - – Why context matters
(33:00) - – Empathy for your sales team
(34:45) - – Closing thoughts on empathy
(35:50) - – Where to find Talya online
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
May 12, 2025B2B Outbound Best Practices: What’s Working Now with Cold Email and Paid Ads (with Alex Fine)
#245: Cold Email | Danielle Messler sits down with Alex Fine, co-founder of Understory, the agency behind some of the most effective outbound and paid strategies in B2B right now. Alex is leading the charge on a smarter approach to outbound called “Allbound”, a tightly integrated blend of outbound, paid media, and LinkedIn tactics that actually convert.

If you’re tired of cold emails that go nowhere or ad campaigns that burn cash without ROI, this one’s for you.

Danielle and Alex cover:
Why most B2B outbound strategies fail and how Allbound fixes the disconnect between ads, email, and LinkedIn
The cold email deliverability tactics that actually work in 2025 (including tools like Instantly, Smartlead, and Clay)
Real-world examples of hyper-personalized, AI-powered outreach that book meetings with high-ACV prospects
Timestamps
(00:00) - – Intro
(02:00) - – What Is “Allbound”?
(04:00) - – Cold Email Isn’t Dead (But It’s Evolved)
(06:30) - – Tools to Improve Deliverability
(08:45) - – Personalization That Actually Works
(10:15) - – Real Example: Fraud Detection SaaS Cold Email Strategy
(12:00) - – How to Keep Messaging Consistent Across Channels
(14:00) - – Treating Each Channel Differently
(16:00) - – Ads as a “Cheat Code” in B2B
(18:30) - – Building Genuinely Personalized Emails at Scale
(21:30) - – From Swiffer to SaaS
(25:00) - – What Sales Teaches Marketers
(33:45) - – Where to Find Alex + Upcoming Exit Five Event Plug
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:
Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.
Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.
Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive.
Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.

***

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
36min

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