The Exit Five Podcast

By Exit FiveBusiness Entrepreneurship Marketing

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Followers
Typical duration
47 min
per episode

Based on Podcast App listening data

The Exit Five Podcast episodes

July 06Why B2B Marketers Should Be Running CTV Ads with Amit Sharan (SVP Marketing at Tatari)
#370 | Most B2B marketers have no idea you can run TV ads for $50 a day. Dave sits down with TV advertising veteran Amit Sharan, SVP of Marketing at Tatari, to talk about this, and how to think about CTV as a B2B channel. They get into the difference between linear and streaming, why programmatic buying only reaches 15% of total TV inventory, and the case for retargeting your website visitors on TV instead of just running more ads on LinkedIn. They also get into what makes TV creative actually work, where AI fits into that process, how to measure performance without relying on last-click, and why it's worth testing a channel you've never touched before.
Timestamps
(00:00) - - Why B2B marketers are sleeping on TV ads
(01:17) - - Getting into ad tech: video advertising, Facebook, and a $450M acquisition
(07:03) - - How to cold-apply your way into a company you want to join
(09:05) - - What scale looks like for a modern TV ad platform
(11:02) - - The three buckets of marketing: demand gen, product, and corporate
(13:59) - - How to actually measure whether your brand is working
(16:12) - - Why marketers respect good marketing more than any celebrity spokesperson
(20:04) - - CTV 101: linear vs streaming, and why programmatic only touches 15% of inventory
(25:03) - - The $50-a-day move: retargeting website visitors on CTV
(28:07) - - What actually makes TV creative work
(33:42) - - Should you use AI-generated video for your ads?
(37:21) - - Measuring TV without relying on last-click
(38:19) - - Testing new channels: the case for trying something you've never done
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
45 min
July 0260-Minute B2B Blitz: 9 Marketers Share Their Best Plays from 2026 (So Far)
#369 | It's hard to know what works and what doesn't, what's real and what's not right now. So we tapped 9 B2B marketing pros, all specialists in their area, to share one thing that's produced real results so far this year. Here's how it works: 9 speakers, one play each, two minutes on the clock. When host Dave Gerhardt hits the buzzer, it's on to the next play. The audience votes on their favorites, and the top plays come back for a second round with more detail. 60 minutes of back-to-back insights across demand gen, content, brand, social, product marketing, strategy, and more, featuring plays from senior marketing leaders at companies like Snowflake, Sprout Social, Tekmetric, Lendio, and many more.
Timestamps
(02:23) - - Nine marketers, two minutes each, one play — welcome to the B2B Blitz
(07:23) - - 6x podcast engagement with comic-style clips, Jess Cook (Vector)
(09:41) - - Adapting core messaging across different segments, Diane Wiredu (Lion Words)
(11:43) - - Turning win-loss research into pipeline recovery, Drew Giovannoli (BuriedWins)
(13:28) - - An AI-powered voice-of-customer system built from sales calls, Jonathan Rosenfeld (Hologram)
(16:09) - - Treating your internal team like a demand gen channel, Hunter Talpas (Tekmetric)
(19:23) - - A revenue-first framework for campaign planning, Hailey McDonald (Sprout Social)
(21:27) - - AI messaging tests that delivered an 8x CTR lift, Casey Patterson (Snowflake)
(23:23) - - Putting AEs in the ad to build familiarity before outreach, Spencer Rule (Lendio)
(25:30) - - Automating LinkedIn ads with Claude Code, Anthony Blatner (Speedwork)
(40:51) - - The winning play, round two: AE-led video ads in depth, Spencer Rule (Lendio)
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
52 min
June 29Running a Media Company Inside HubSpot with Jonathan Hunt (VP, Media and Content)
#368 | Dave sits down with Jonathan Hunt, VP of Content and Media at HubSpot, to talk about what it means to run a media company inside a software company, and why that framing changes everything about how you build a content team. Jonathan runs a 70-person operation reaching 50 million people a month across 17 YouTube channels and a creator network of 150. They get into how HubSpot thinks about the three jobs of content (demand gen, influence, and earned media value), why gated PDFs are dead and what's replacing them, how Jonathan's team built an AI clipping engine in a six-week sprint, and how to tell the measurement story to a public company's CFO. Plus: what Jonathan looks for when hiring, how creator partnerships actually work at scale, and why "creative freedom" without strategy is just chaos.
Timestamps
(00:00) - - - Jonathan Hunt, VP of Content and Media at HubSpot
(03:17) - - - Running a media company inside a software company
(07:47) - - - From the HubSpot blog to a network of 150 creators
(11:22) - - - How to find creators (and the tool Jonathan recommends)
(12:39) - - - The three jobs of content: demand gen, influence, and earned media value
(17:22) - - - How to tell the measurement story to your CFO
(20:42) - - - Why gated PDFs are dead and what converts now
(24:00) - - - What actually works in creator partnerships
(31:21) - - - The AI clipping engine HubSpot built in six weeks
(45:38) - - - HubSpot's public code of ethics for AI use
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
50 min
June 25Influencer Marketing, Podcasting Strategy, and Brand Driving Demand with Jess Cook (VP Marketing at Vector)
#367 | Dave sits down with Jess Cook, VP of Marketing at Vector, to talk about how she spent $12K on seven micro-influencers with zero UTM tracking and generated $1.1M in pipeline. Jess also breaks down why she started a brand podcast as an awareness play, how a B2C copywriting background at major CPG brands shaped the way she thinks about brand and standing out in B2B, and what it actually takes to make the jump from content leader to VP of Marketing.
Timestamps
(00:00) - - Intro
(07:00) - - Why influencer marketing made sense as a first channel
(12:15) - - Tracking pipeline without UTMs: using keyword alerts
(13:06) - - The results: 45 demos, 80%+ ICP, $1.1M in pipeline
(15:45) - - Why loose briefs outperform tightly controlled campaigns
(20:23) - - How to scale an influencer program when you're a team of two
(23:01) - - How to make your podcast an awareness magnet
(31:49) - - How to know if your podcast is working when you can't track it
(37:01) - - LinkedIn: 37K followers in 3 years and how the content strategy works
(44:58) - - Why brand and mascots aren't optional anymore in B2B
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
1 hr
June 22Demand Gen Plays for the Antisocial Buyer
#366 | The B2B buyer has gone antisocial. No form fills, no hand raises, just self-directed research through Google, Reddit, and AI before they ever talk to sales. In this session, you'll hear from three marketing pros about how they built a LinkedIn influencer program that doubled branded search volume, why ungating top-of-funnel content drives more meetings - not fewer, and how to build an LLM visibility page so AI models correctly answer questions about your product. Plus the case for measuring trust in hours of content watched, and much more. Featuring Judy Kimball (Consensus), Hunter Talpas (Tekmetric), and Mason Cosby (Scrappy ABM).
Timestamps
(00:00) - - How the B2B funnel has flipped
(05:52) - - Why brand is the new demand
(08:23) - - Running a LinkedIn influencer program that moves pipeline
(13:19) - - Why ungating content drives more meetings, not fewer
(15:57) - - Building for AI and LLM visibility
(19:00) - - What an LLM visibility page looks like
(24:48) - - Using async video to build trust at scale
(29:14) - - Why seven hours of content watched beats 28 touch points
(36:26) - - How to get leadership to ditch the MQL model
(42:00) - - Measuring demand gen by stage of the buyer journey
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
51 min
June 18The Case for Influencer Marketing in B2B with Brianna Doe (Founder at Verbatim)
Most B2B influencer programs fail for the same reason: no defined success metrics before the first post goes live. Brianna Doe, founder of influencer marketing agency Verbatim, breaks down how to actually build an influencer program that maps to pipeline — not just impressions. She covers her "Creator Engine" framework, how to tier creators by authority and reach, and why 90 days is the absolute minimum for a meaningful pilot. If you're trying to convince leadership this channel works, this is the playbook.
Timestamps
(00:00) - - Intro
(01:00) - - Why influencer marketing is no longer optional in B2B
(03:00) - - What most companies get wrong about influencer marketing
(07:00) - - Lessons B2B can borrow from B2C influencer campaigns
(08:00) - - The creator engine: how to actually structure an influencer program
(13:00) - - How to choose the right creators for your goals
(15:00) - - How to align your team on what success actually looks like
(22:00) - - The 90-day influencer pilot framework
(25:00) - - How to coach leadership on offers, ROI, and longer B2B sales cycles
(34:00) - - How to discuss risk with clients before handing over creative control to influencers
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
42 min
June 15How to Use AI for Content Without Creating Slop with Eoin Clancy (VP Growth at Airops)
Dave sits down with Eoin Clancy, VP of Growth at AirOps, to talk about what's working in B2B marketing right now. They get into the rise of the content engineer role, how to use AI to produce high-quality content without creating AI slop, and why webinars have become AirOps' top growth channel in 2026. Eoin breaks down the three signs that content is AI slop, how AirOps runs their webinar funnel end-to-end, and how they follow up with attendees without ever pushing for a demo.

Timestamps
(00:00) - - Intro and episode overview
(01:36) - - What AirOps does and the content engineer role
(07:10) - - Why good SEO principles haven't changed in the AI era
(11:34) - - AirOps' growth story: 10x revenue in 12 months
(15:01) - - The challenge of using AI without creating slop
(18:09) - - Three signs your content is AI slop
(22:08) - - How to capture and maintain your brand's tone of voice
(25:02) - - Why subject matter expertise is the best content ingredient
(31:24) - - Why webinars are AirOps' #1 growth channel in 2026
(37:18) - - How AirOps plans topics and sources webinar guests
(38:40) - - The webinar tech stack: Luma, HubSpot, Zoom, and Clay
(39:09) - - Personalized follow-up strategy and signal scoring
(43:42) - - How to build internal buy-in for a long-game content strategy
(48:49) - - How to fill a webinar without gating anything
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
56 min
June 11How to Stand Out in B2B Marketing (with Louis Grenier, Author of Stand the F*ck Out)
#363 | Louis Grenier joins Dave for a conversation about what it takes to stand out in B2B marketing when everything feels the same. They get into how people really decide to buy, why most B2B brands look and sound identical, and the marketing fundamentals that hold up no matter what's changing around them. The kind of conversation that reminds you why you got into marketing in the first place.
Timestamps
(00:00) - - Intro
(04:35) - - Surviving cancer at 36 and what it taught Louis about doing work that matters
(11:31) - - Why marketers fail when they try to educate the market instead of meeting it
(16:57) - - The case for leading with one thing even when your product does ten
(19:00) - - You can't create demand you can only position into demand that already exists
(24:29) - - Why the most memorable brands use assets that mean nothing on purpose
(31:09) - - What a real point of view is for and why most companies get it wrong
(32:08) - - How to get leadership to say yes to bold unconventional marketing ideas
(42:53) - - Why pain points don't drive purchases and what actually pulls the trigger
(47:57) - - The case for saying the same thing a thousand different ways
(55:07) - - Why strong marketing fundamentals matter more in an AI world not less
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
58 min
June 08Why Marketing Is a Human Profession
#362 | Dave sits down with Eddie Shleyner, founder of VeryGoodCopy.com, to talk about why great marketing copy can't be generated — it has to be written. They get into why AI writing feels flat, what separates copy that moves people from copy that just fills space, and why the process of writing is where the real work happens. Eddie also shares how he accidentally built one of the most-read copywriting newsletters on the internet and what he's learned about writing for humans after years of studying what makes people take action.

Timestamps
(00:00) - - - How Eddie accidentally discovered copywriting while writing job ads
(00:19) - - - Why marketers are starting to push back on AI-generated content
(00:20) - - - Why the best copy gives readers less — and makes them feel more
(00:25) - - - Marketing is a human profession because empathy can't be prompted
(00:34) - - - Where AI actually helps: research, not writing
(00:38) - - - How VeryGoodCopy started as a private Google Doc no one was supposed to see
(00:43) - - - Why AI writing tells you how to feel instead of letting you feel it
(00:44) - - - The experiment: Eddie wrote the same story as AI, word for word, to prove a point
(00:46) - - - What inspired writing has that AI writing doesn't
(00:52) - - - Why shortcuts in the writing process produce worse work, not faster work
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:
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.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
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.
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.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/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
49 min
June 04How to Win at AEO (Answer Engine Optimization)
#361 | In this episode, Matt Carnevale, Head of Community at Exit Five talks with three marketers doing impactful work in AEO. AI search is changing how buyers find products, and most B2B teams are still figuring out where to start. In this session, each marketer shares what's working and wins they’ve experienced — from earned media and technical audits to homepage fixes and tracking AI visibility. Whether you call it AEO, GEO, LLMO, or EIEIO – this one’s for you. This session features guests Matt Dzugan, VP of Data Intelligence at Muckrack, Brett Bernath, Director of Product at Webflow, and Jess Joyce, Founder of Inbound Scope – an SEO and AI Search consultancy.

Timestamps
(00:00) - - - Why 80% of CMOs say AEO is a top priority — and most don't know where to start
(00:09) - - - How Muckrack used original research to get cited in ChatGPT before their product launch
(00:11) - - - Why top-of-funnel content is getting eaten by AI — and where to focus instead
(00:14) - - - Quick win #3: authority — how to show up in Reddit and third-party platforms
(00:17) - - - The sleeper tip: Bing Webmaster Tools is already giving you first-party AI data
(00:28) - - - How to handle competitor comparison content without verifiable claims falling flat
(00:44) - - - The four-bucket AEO maturity model: content, technical, authority, measurement
(00:45) - - - Why your homepage is your worst-performing page for AI discoverability
(00:48) - - - Quick win #1: technical hygiene — schema, meta descriptions, and structured data
(00:49) - - - How to identify which journalists get cited most by AI in your niche
(00:50) - - - Quick win #2: are you actually answering what your customers are asking?
(00:55) - - - Why 1 in 3 B2B SaaS sites have technical blockers killing AI discoverability
(00:57) - - - Why original research is the single best content type for earning AI citations
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52 min

About The Exit Five Podcast

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The #1 resource for B2B marketing professionals. Each week, hosts Dave Gerhardt and Dasha Shakov sit down with B2B marketers to break down everything from strategy and leadership to the channels and tactics that drive growth, plus what it takes to build a career in marketing. You'll find real ideas you can put to work right away, and the gut check and inspiration to keep getting better at your job.