#206: Drive | How to Build an AI-Powered $0 CAC Strategy with Kyle Coleman, CMO at Copy.ai

12/30/24 • 52 min

This episode is from Drive 2024, our first-ever in-person event for B2B marketers in Burlington, Vermont. Kyle Coleman, CMO at Copy AI and former SVP of Marketing at Clari, hosted a session on leveraging AI to create a $0 CAC strategy that drives demand generation. With a career spanning leadership roles in B2B SaaS, Kyle brings a wealth of experience in building high-performing teams and transforming go-to-market strategies.

Kyle covers:

Why developing a provocative point of view is critical to differentiate your brand
How to build a content flywheel that aligns operations, drives consistency, and improves velocity.
Strategies to reduce “go-to-market bloat” and streamline processes for sustainable growth.

Timestamps

(00:00) - - Intro to Kyle
(05:23) - - Content is strategy, but most companies have bad content
(06:34) - - Force a choice, not a comparison
(09:36) - - Book recommendations for thinking about your company differently
(12:31) - - Identifying core problems and target audience
(15:50) - - What is GTM Bloat?
(19:54) - - Beat the friction out of your process
(21:58) - - How to create a demand flywheel
(27:48) - - Non-negotiable content types
(29:11) - - Real thoughts from real subject matter experts
(33:55) - - Harness the power of the internet
(35:48) - - Always-on ways to capture the demand you create
(39:06) - - Q&A

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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.

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Check it out at webflow.com/exitfive.

Kyle covers:

Why developing a provocative point of view is critical to differentiate your brand
How to build a content flywheel that aligns operations, drives consistency, and improves velocity.
Strategies to reduce “go-to-market bloat” and streamline processes for sustainable growth.

Timestamps

(00:00) - - Intro to Kyle
(05:23) - - Content is strategy, but most companies have bad content
(06:34) - - Force a choice, not a comparison
(09:36) - - Book recommendations for thinking about your company differently
(12:31) - - Identifying core problems and target audience
(15:50) - - What is GTM Bloat?
(19:54) - - Beat the friction out of your process
(21:58) - - How to create a demand flywheel
(27:48) - - Non-negotiable content types
(29:11) - - Real thoughts from real subject matter experts
(33:55) - - Harness the power of the internet
(35:48) - - Always-on ways to capture the demand you create
(39:06) - - Q&A

***

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

undefined - #205: Career | Do you really want to be CMO? Returning from Parental Leave, What's working in B2B marketing today with Amanda Natividad, VP of Marketing at SparkToro

#205: Career | Do you really want to be CMO? Returning from Parental Leave, What's working in B2B marketing today with Amanda Natividad, VP of Marketing at SparkToro

Amanda Natividad is VP of Marketing at SparkToro. She's also a contributor for Adweek, a Le Cordon Bleu-trained chef, and a former journalist. Dave and Amanda catch up after Amanda's return to work after having her second child, talk about trends they are seeing in B2B marketing today and what Amanda's seen work at SparkToro (including email strategy and LinkedIn). Plus they talk about the path to CMO - and why Amanda enjoys being a team of one.

Timestamps

(00:00) - - Webinar Promotion Without Links and Returning to Work After Maternity Leave.
(07:15) - - The Emotional Impact of Parental Leave.
(09:51) - - Navigating Career Paths in Marketing.
(13:21) - - SparkToro's Audience Research Tool and Growth Strategy.
(15:42) - - VP of Marketing at SparkToro: Managing Top-of-Funnel, Organics, and Events.
(20:22) - - Rethinking the pursuit of status in business.
(23:21) - - Contemplating financial gains and their true value.
(25:29) - - Prioritizing time over extra income for happiness.
(31:45) - -Transitioning from Consulting to Content Business: The Evolution of Exit Five.
(34:20) - - The challenges and potential rewards of solopreneurship.
(36:35) - - Navigating Hiring and Trust in a Small Team
(40:24) - - Strategic Email Marketing at Sparktoro: Balancing Frequency and Impact.
(43:25) - - Sparktoro's Email Strategy: Quality over Quantity and List Management Tactics.
(45:27) - - The challenge of balancing marketing strategies.
(50:44) - - Optimizing LinkedIn Strategy: Pinning Comments and Zero-Click Content.
(52:51) - - Embedding Webinar Links in Blog Posts for Engagement
(55:12) - - 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

#207: Strategy | Jason Lemkin on What Makes a Great VP Marketing in SaaS, Working with the CEO, and Lessons from SaaStr

Dave is joined by Jason Lemkin. Jason is the founder of SaaStr, the world’s largest community of SaaS executives, founders, and entrepreneurs. Before SaaStr, Jason founded EchoSign, which was sold to Adobe in 2011.

They discuss:

Why Jason started SaaStr
What makes a great VP of Marketing in SaaS and how to hire one
How tech and SaaS have changed since 2020
CROs vs CMOs
Importance of alignment between the CEO and marketing team

Timestamps

(00:00) - - Intro
(06:46) - - Understanding the Importance of Revenue Goals
(10:10) - - Evolving Motivations and Changing Perspectives
(14:16) - - From Solopreneur to Founder: The Journey of Exit Five
(18:12) - - The Challenge of Transitioning from Solopreneurship
(20:11) - - Insights into Jason's Content Creation Process
(22:55) - - Efficiency in writing: a five-minute rule
(29:11) - - LinkedIn: A Haven for Text-Based Writers
(30:37) - - LinkedIn's Good Community and Marketing Potential
(35:13) - - Importance of Building Relationships in Business
(39:58) - - Marketing Essentials: Brand, Field, Demand, Growth
(42:35) - - Finding the Right Fit: Aligning Marketing Roles with Company Vision
(45:40) - - Finding Alignment: The Role of Marketing in Company Leadership
(49:52) - - CROs and Marketing
(52:41) - - Balancing Heads: Sales, Marketing, and Post-Sales in SaaS Leadership
(56:01) - - Event Planning
(57:56) - - SaaStr: Connecting Founders and Revenue Professionals

***

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.