B2B Marketing with Dave Gerhardt - #123: Marketing Leadership | How To Run Marketing, Creating Categories, and the Role of Marketing in Revenue Growth (with Kyle Coleman from Copy.ai)

#123: Marketing Leadership | How To Run Marketing, Creating Categories, and the Role of Marketing in Revenue Growth (with Kyle Coleman from Copy.ai)

03/11/24 • 52 min

Dave is joined by Kyle Coleman, CMO at Copy.ai. Kyle went from Individual Contributor to Senior Director at Looker and Director to CMO at Clari. During his time there, he helped both companies 10x their revenue.

In this episode, they chat about

The importance of leadership team alignment and why the CRO & CFO should be your best friend
How marketing can impact pipeline and the standard it should be held to
Why you should build a marketing calendar around the product roadmap

Timestamps

(00:00) - Kyle's exposure to B2B marketing and strategy
(04:52) - Gaining expertise in marketing metrics and standards
(09:30) - Balancing Efficiency and Creativity in Sales Outreach
(13:09) - Importance of an Internal Partnership with the Sales Team
(15:49) - Aligning marketing goals with revenue generation
(17:32) - Co-creating Qualified Opportunities with ICP
(22:37) - Importance of Sales and Marketing Collaboration
(25:45) - How CROs and CMOs can balance long-term vision and short-term outcomes
(30:55) - The lightning strike strategy
(31:48) - ""Marketing Moments"": Calendaring significant events to drive business goals and team performance
(35:04) - Using Shield analytics to identify and repost popular content
(42:40) - How to simplify complex questions to extract key insights
(46:07) - Building a networking resource for professional growth
(49:10) - Closing thoughts

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***

This episode is brought to you by Webflow.

If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.

That’s why more teams are switching to Webflow.

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

No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.

It’s everything you need to turn your website into your most efficient, highest-performing channel.

Check it out at webflow.com/exitfive.

In this episode, they chat about

The importance of leadership team alignment and why the CRO & CFO should be your best friend
How marketing can impact pipeline and the standard it should be held to
Why you should build a marketing calendar around the product roadmap

Timestamps

(00:00) - Kyle's exposure to B2B marketing and strategy
(04:52) - Gaining expertise in marketing metrics and standards
(09:30) - Balancing Efficiency and Creativity in Sales Outreach
(13:09) - Importance of an Internal Partnership with the Sales Team
(15:49) - Aligning marketing goals with revenue generation
(17:32) - Co-creating Qualified Opportunities with ICP
(22:37) - Importance of Sales and Marketing Collaboration
(25:45) - How CROs and CMOs can balance long-term vision and short-term outcomes
(30:55) - The lightning strike strategy
(31:48) - ""Marketing Moments"": Calendaring significant events to drive business goals and team performance
(35:04) - Using Shield analytics to identify and repost popular content
(42:40) - How to simplify complex questions to extract key insights
(46:07) - Building a networking resource for professional growth
(49:10) - Closing thoughts

***

This episode is brought to you by Webflow.

If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.

That’s why more teams are switching to Webflow.

No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.

It’s everything you need to turn your website into your most efficient, highest-performing channel.

Check it out at webflow.com/exitfive.

Previous Episode

#122: Product Marketing | Improve the B2B Buying Experience with Interactive Product Demos (with Natalie Marcotullio from Navattic)

This week, we're sharing a recording from an Exit Five Live Session with Natalie Marcotullio, Head of Growth and Operations at Navattic. She has a background in SEO and digital marketing for B2B sales and marketing SaaS. Over the years, her focus has shifted to full-funnel marketing, GTM strategy, and improving the digital buyer experience.

In this episode, we cover

Why buyers are switching to a more "self-service" model of buying
How interactive demos stack up against traditional marketing education like videos or ads
Tips to create a product story with your interactive demo that gets you a 30% CTR
The most common questions marketers have about interactive demos

Timestamps

(00:00) - Introduction
(09:00) - Statistics on Product Demos
(13:03) - Gating vs. not gating product demos
(15:22) - Emails and personalized follow-ups post-demo
(16:18) - Where to place the interactive demo on the website
(23:53) - Interactive demos with complex products
(27:21) - How to budget for interactive product demos
(30:13) - Implementing interactive product demos in LinkedIn ads
(31:51) - Platform recommendations for interactive product demos
(35:45) - Use of interactive demos in the sales cycle
(37:21) - Tracking activity and attribution in interactive demos
(39:00) - Personalized demos for each prospect
(41:59) - Post interactive demo conversion best practice
(46:41) - Closing thoughts

***

This episode is brought to you by Webflow.

If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.

That’s why more teams are switching to Webflow.

No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.

It’s everything you need to turn your website into your most efficient, highest-performing channel.

Check it out at webflow.com/exitfive.

Next Episode

#124: Events | How to Create Memorable Events that Drive Pipeline (with Kera Wright, Founder of Planner Pal)

Dave is joined by Kera Wright, Founder of Planner Pal. Kera ran Event Marketing at companies like Microdesk and Aircall, where she managed planning and execution at high-profile trade shows like Dreamforce and INBOUND. She has now founded her own company to help marketing teams host better events.

Kera shares her approach to organizing events, covering everything from project management to cost control. Learn how to host memorable events with your customers at a fraction of the cost and why focusing on a few key moments can make all the difference in the success of your event. Plus, Dave bounces his ideas off Kera for a potential Exit Five in-person event in September.

Timestamps

(00:00) - - Intro and Exit Five's in-person event
(04:18) - - Importance of real-life connections
(08:01) - - Importance of event programming
(11:49) - - Blending marketer and planner roles in events
(16:40) - - Identifying Ideal Partnerships for Events
(19:01) - - Event ideas centered around impactful offers
(24:25) - - Avoiding overwhelming yourself
(25:24) - - Goals of an event
(31:12) - - Challenges of being a full-time event marketer
(32:51) - - Importance of Project Management Tools
(37:09) - - The significance of small breakouts for event networking
(38:33) - - Intention and goal-setting for event success
(42:43) - - The event calendar algorithm & outro

***

This episode is brought to you by Webflow.

If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.

That’s why more teams are switching to Webflow.

No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.

It’s everything you need to turn your website into your most efficient, highest-performing channel.

Check it out at webflow.com/exitfive.