B2B Marketing with Dave Gerhardt

Dave Gerhardt
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B2B Marketing with Dave Gerhardt

Dave Gerhardt (Founder of Exit Five, former CMO) and guests help you grow your career in B2B marketing. Episodes include conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing: planning, strategy, operations, ABM, demand gen., product marketing, brand, content, social media, and more. Join 5,000+ members in our private community at exitfive.com.

  1. 1 DAY AGO

    Strategies for Building a High-Converting B2B Homepage

    Episode #220: Website Teardown | In this session from the Ultimate Roast of B2B Websites, Dave Gerhardt teams up with Diane Wiredu, messaging strategist and founder of Lion Words, and Lee Reshef, Head of Product Marketing & Retention at Fiverr, to break down what makes a high-converting B2B homepage. They critique real B2B homepages, analyzing messaging, design, and user experience to highlight what works, what doesn’t, and how to fix it. Dave, Diane, and Lee cover: The biggest homepage mistakes B2B companies make (and how to fix them).What belongs above the fold to grab attention and drive action.How to balance messaging for multiple personas without overwhelming visitors.If your homepage isn’t converting (or is the subject of endless internal debates), this episode is packed with actionable insights to help you optimize it. Timestamps (00:00) - - Intro to Diane and Lee (03:48) - - Common homepage mistakes that kill conversions (05:02) - - What belongs above the fold and why it matters (06:41) - - The role of messaging in homepage clarity and engagement (08:22) - - Balancing multiple personas without overwhelming visitors (09:36) - - Homepage copywriting do’s and don’ts (14:09) - - The importance of A/B testing and user feedback (16:30) - - Homepage layout best practices for conversion (18:54) - - Homepage roast: Amplemarket (24:19) - - Homepage roast: Chattermill (31:27) - - The role of trust indicators and social proof (33:55) - - Common design mistakes that reduce homepage effectiveness (37:25) - - Homepage roast: PrimePay (42:20) - - Messaging clarity vs. overcomplicating the value prop (45:45) - - Final thoughts Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

  2. 5 DAYS AGO

    #219: Strategy | ABM and AI for Outbound with Trinity Nguyen, CMO at UserGems

    In this episode, Dave sits down with Trinity Nguyen, CMO at UserGems, to discuss her journey from first business hire to CMO, the role of product marketing in B2B, and how AI is transforming outbound sales. Trinity got started at UserGems’ by building their first website for free, then got hired as Head of Marketing and has shaped the company’s ABM strategy and demand generation playbook. Dave and Trinity cover: Why every startup should hire a product marketerHow to develop a strong vision and align with product teamsScaling outbound with AI-driven ABM and sales engagementTimestamps (00:00) - - Intro to Trinity (07:31) - - Why product marketing is the foundation of great B2B marketing (09:08) - - The importance of positioning and messaging in a competitive market (11:17) - - How Trinity rebuilt UserGems’ website for free before joining the company (12:34) - - Negotiating your role and setting the foundation for marketing (14:10) - - Why marketing should own SDRs and outbound prospecting (15:51) - - The early days of building demand gen at UserGems (17:29) - - Differentiation and positioning in a crowded market (19:34) - - Aligning marketing with product teams and company vision (23:15) - - Developing ICP and refining target accounts (26:00) - - Why outbound was the first major pipeline driver for UserGems (27:50) - - Transitioning from a startup to a growth-stage company (30:05) - - How UserGems runs ABM at scale (32:19) - - The AI shift in outbound marketing and its impact (35:31) - - AI for sales outreach and improving outbound efficiency (38:55) - - Why Trinity was initially skeptical about AI in outbound (41:38) - - Cutting spend while increasing pipeline with AI-driven outbound (44:22) - - The role of brand and inbound marketing in a demand gen playbook (46:34) - - Why traditional inbound marketing didn’t work for UserGems (48:20) - - Creating engaging demand gen campaigns (50:15) - - Final takeaways Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

  3. 10 FEB

    #218: Website Teardown | How to Build B2B Landing Pages That Actually Convert with Tas Bober, Founder of The Scroll Lab, Gabi Sellam, Conversion Specialist at Fiverr, and Will Hoekenga, Founder of Six Words Studio

    You work hard to drive traffic to your landing pages – they’re the backbone of lead generation and conversion. In this session from our Ultimate Roast of B2B Websites, Tas Bober, Founder of The Scroll Lab, Gabi Sellam, Conversion Specialist at Fiverr, and Will Hoekenga, Founder of Six Words Studio and expert copywriter, sit down to discuss how to nail your B2B landing pages. The panel breaks down real B2B landing pages, highlighting common mistakes, best practices, and live optimizations that can increase conversions and improve user experience. Danielle, Gabi, Tas, and Will cover: Why clarity, user intent, and strong CTAs are crucial for high-converting landing pages.The biggest design and messaging mistakes B2B marketers make.How to structure a landing page that captures attention and drives action.Timestamps (00:00) - - Introduction to Tas, Gabi, and Will (03:29) - - What makes a landing page high-converting? (05:17) - - The difference between landing pages, homepages, and blog posts (07:00) - - Why user intent matters in landing page optimization (08:37) - - Why you need clear headlines and strong CTAs (11:04) - - Common mistakes that kill landing page conversions (13:31) - - Why mobile optimization is critical for discovery and first impressions (16:01) - - The role of trust elements: testimonials, reviews, and credibility badges (18:36) - - Live landing page roast: VC3 (31:27) - - Live landing page roast: Mira (48:13) - - Live landing page roast: Metal 3D Printing Forming Page (50:27) - - Why B2B landing pages must prioritize clarity over creativity (53:19) - - How accessibility and contrast impact user engagement (55:30) - - Final takeaways on what makes a great B2B landing page Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

    59 min

  4. 6 FEB

    #217: Marketing Leadership | Why Product Marketing is the Foundation of Great Marketing Leadership with Jessica Andrews, VP of Marketing at Copper

    In this episode, Matt Carnevale sits down with Jessica Andrews, VP of Marketing at Copper, a CRM built specifically for agencies, consultancies, and media companies, designed to help relationship-driven businesses find ideal clients, win new business, manage projects, and nurture customer relationships. The two discuss Jessica’s journey from Senior Product Marketing Manager to VP of Marketing, how she’s navigated imposter syndrome, and her strategies for leading a successful marketing team. Matt and Jessica cover: Strategies for shifting from IC to a marketing leadership roleWhy product marketing is the foundation of great marketingHow product marketers can position themselves for leadershipTimestamps (00:00) - - Introduction to Jessica (02:08) - - Transitioning from product marketing to VP of marketing (06:05) - - Dealing with imposter syndrome and learning to trust your instincts (08:48) - - The shift from execution to strategy in a leadership role (10:30) - - Why taking time to think is crucial for marketing leaders (11:53) - - The power of networking and learning from other marketing leaders (13:54) - - How talking to agencies helped shape Copper’s marketing strategy (15:13) - - Why product marketing is the foundation of great marketing (16:52) - - The importance of cross-functional alignment in marketing leadership (19:30) - - Understanding the mindset of sales teams and how to collaborate effectively (22:24) - - The challenge of getting buy-in for product marketing initiatives (27:41) - - Balancing being a strategic partner vs. an order taker (30:21) - - How to respond to last-minute requests and set expectations (32:43) - - Strategies for building strong relationships with sales and product teams (35:55) - - How to become T-shaped and prepare for marketing leadership (38:13) - - Learning demand gen and paid ads (40:23) - - Why marketing leaders need to understand revenue and business impact (42:31) - - Advice for product marketers who want to grow into leadership (43:17) - - Closing thoughts and final takeaways Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

    46 min

  5. 3 FEB

    #216: Website Teardown | How to Nail your B2B Pricing Page with Emily Kramer (Co-Founder & Advisor of MKT1), Bill Wilson (CEO & Founder of Pace Pricing), and Karan Sood (Director Sales Operations at Rakuten Kobo)

    Is there anything more terrifying for a marketer than having to work on the pricing page? How do you handle packaging, listing out features, and deciding whether to put the actual price, or “contact sales”? In this session from our Ultimate Roast of B2B Pricing Pages, Emily Kramer (Co-Founder & Advisor of MKT1), Bill Wilson (CEO & Founder of Pace Pricing), and Karan Sood (Director Sales Operations at Rakuten Kobo) share their secrets to a killer B2B pricing page. Then, they do a live teardown of real pricing pages that you can learn from. Emily, Bill, and Karan also cover: How to make your pricing page clear and transparentThe most common mistakes SaaS companies make with pricingHow to structure pricing tiers and communicate value effectivelyTimestamps (00:00) - - Introduction to Bill, Emily, and Karan (02:40) - - Why pricing pages are critical to conversions (04:53) - - The FAST framework (06:51) - - The four key functions of a pricing page (10:44) - - Common mistakes companies make with pricing page clarity (13:59) - - The role of social proof and risk reversal in building trust (16:12) - - Should B2B companies display pricing on their website? (18:46) - - How to structure pricing tiers for clarity and conversion (21:03) - - Live pricing page roast: Mention (33:53) - - Live pricing page roast: Flagsmith (42:06) - - Live pricing page roast: Contact Monkey (45:20) - - Why request pricing forms create unnecessary friction (47:41) - - Should you display pricing if your competitors don’t? (49:43) - - The importance of value-based pricing in B2B (54:09) - - Final takeaways and recommendations Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

    59 min

  6. 30 JAN

    #215: Social | LinkedIn Profile Best Practices for 2025 with Kanika Sharma, Founder of Copywriting Teardowns

    In this episode, Matt Carnevale sits down with Kanika Sharma, a conversion page copywriter and Founder of Copywriting Teardowns. Kanika audited over 100 LinkedIn profiles in the Exit Five community and shares her biggest takeaways on how marketers can optimize their profiles to attract the right audience and drive conversions. Matt and Kanika cover: Why your LinkedIn profile should be treated like a landing pageThe biggest mistakes B2B marketers make with their LinkedIn presenceHow to structure your profile for visibility, engagement, and inbound opportunitiesTimestamps (00:00) - - Intro to Kanika (03:27) - - Why optimizing your LinkedIn profile is so important (07:15) - - Your LinkedIn profile functions like a landing page (09:08) - - Optimizing your LinkedIn cover image (10:50) - - Common mistakes in LinkedIn profile branding and messaging (12:10) - - The role of social proof and credibility in your LinkedIn profile (13:54) - - How to craft a compelling LinkedIn headline (20:36) - - How to use personalized CTAs and custom LinkedIn buttons (32:35) - - Why business leaders should prioritize their LinkedIn presence (35:48) - - Balancing strong copy and good design for credibility (37:39) - - Optimizing the LinkedIn Featured section (44:36) - - How to turn The Experience section and About section into a conversion tool (50:08) - - How often should you update your LinkedIn profile? (52:46) - - Final takeaways Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

    57 min

  7. 27 JAN

    #214: Q&A with Dave | Brand vs. Demand, Personality In Your Marketing, and The Most Successful B2B Marketing Campaigns

    In this solo episode, Dave shares his POV on marketing with answers to a bunch of burning questions, including: Balancing Brand vs. DemandWorking with the sales team vs. serving customersHow to inject personality into your brandThe most successful marketing campaigns Dave was a part of in his careerHow to plan and brainstorm good marketing ideasThe biggest mistake marketing teams makeHow to structure a marketing teamHow did you know it was the right time to start your own company?How to best differentiate in a crowded competitive market with similar feature offeringsTimestamps (00:00) - - Intro to Dave (04:13) - - Balancing brand, demand, and customer-centricity in marketing (06:51) - - Infusing personality into marketing (11:11) - - Most successful marketing campaigns and why they worked (18:33) - - The concept of marketable moments and creating momentum (22:26) - - Marketing at Drift and Privy (24:20) - - How to plan and brainstorm campaign ideas (27:21) - - Biggest mistakes marketing teams make (28:53) - - Structuring marketing teams for different business needs (29:40) - - The journey to starting Exit Five as a company (32:03) - - Brand marketing versus demand marketing for scaling startups (34:41) - - Differentiating positioning in a crowded market (38:07) - - Closing thoughts Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

    41 min

  8. 23 JAN

    #213: Community | B2B Community Growth Strategies with Matthew Carnevale on the Direct Podcast

    This episode is from the Direct podcast hosted by Corrina Owens (Fractional ABM consultant) and Taylor Young (Director of Strategy, Professional Services at DemandScience). Corrina and Taylor sit down with Exit Five’s Head of Community, Matthew Carnevale, to discuss his journey in scaling the Exit Five community to over 5,000 members. They dive into engagement strategies, fostering connections, and creating value-driven programming for B2B marketers. Corrina, Taylor, and Matthew cover: How to seed a community with experts and drive engagementThe role of events and content in fostering member participationBalancing long-term community growth with short-term winsTimestamps (00:00) - - Intro to Matt (02:24) - - Defining community and the difference between building community and a community (04:24) - - Why Exit Five moved to a gated Circle community (06:24) - - How Exit Five engages members and drives meaningful engagement (09:24) - - Scaling community management with member contributions (13:24) - - Balancing digital and in-person community strategies (15:24) - - Advice for teams without a founder-led social presence (16:24) - - Creating audience-first media assets to build community (20:15) - - Balancing short-term wins with long-term community goals (25:15) - - Tracking engagement and measuring community success (28:15) - - First steps for starting a community (33:15) - - Closing advice Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership *** Today's episode brought to you by Navattic. B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.  This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales. And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.  They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center. Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work. So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.  *** 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

    37 min
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About

Dave Gerhardt (Founder of Exit Five, former CMO) and guests help you grow your career in B2B marketing. Episodes include conversations with CMOs, marketing leaders, and subject matter experts across all aspects of modern B2B marketing: planning, strategy, operations, ABM, demand gen., product marketing, brand, content, social media, and more. Join 5,000+ members in our private community at exitfive.com.

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