B2B Marketing with Dave Gerhardt

• How to Fix Your SEO Strategy

  #224: Website Teardown | In this episode, Danielle (Head of Content at Exit Five) hosts a panel with top SEO and content marketing experts: Rita Cidre, Head of Academy at Semrush; Ross Simmonds, CEO at Foundation & Distribution.ai; and Tom Whatley, CEO of Grizzle.Together, they break down real B2B websites, exposing the biggest SEO mistakes and sharing data-driven strategies for improving rankings, content, and conversion rates.Danielle, Rita, Ross, and Tom cover:The most common SEO mistakes B2B marketers are making right nowWhy ranking for the wrong keywords is hurting your pipelineHow to optimize content for scanners, search intent, and conversionsTimestamps(00:00) - – Introduction to Rita, Ross, and Tom (03:50) - – Why SEO has changed and what marketers are getting wrong in 2024 (06:51) - – The impact of AI on SEO and why standing out is harder than ever (08:33) - – Case study: How Pipedrive increased signups by 33% with bottom-of-funnel SEO (10:59) - – The difference between top-of-funnel and bottom-of-funnel content strategies (13:26) - – Why glossary pages aren’t enough and what to do instead (16:02) - – The biggest homepage SEO mistakes (live website teardown) (20:45) - – How to structure product and category pages for better rankings (23:39) - – The problem with keyword stuffing vs. real search intent optimization (28:42) - – Why internal linking and URL structure matter for SEO success (33:18) - – How backlinks, brand authority, and digital PR impact rankings (37:12) - – The role of content quality, readability, and formatting for scanners (40:37) - – Common mistakes in blog strategy and how to fix them (45:07) - – Why getting to the point faster improves rankings and engagement (47:43) - – Final SEO takeaways recommendations Send guest pitches and ideas to [email protected] 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 is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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

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  55:51
• Category Creation and Market Leadership with the CMO of 1Password, Melton Littlepage

  In this episode, Dave sits down with Melton Littlepage, CMO at 1Password, to discuss how he’s transforming a well-known consumer brand into a B2B category leader in cybersecurity. With decades of experience in SaaS marketing, Melton shares insights on category creation, demand generation, and the intersection of brand and product marketing—and why being the leader in your space matters more than perfect attribution.Dave and Melton cover:Why category leadership is critical and how to position your company as #1How enterprise marketing, brand-building, and demand gen work together to drive growthHow 1Password is expanding beyond password management to create a new categoryTimestamps(00:00) - – Intro to Melton (06:10) - – The evolution of marketing from demand gen to category creation (09:19) - – The balance between data-driven marketing and brand-building (10:53) - – Why attribution alone won’t make your company “hot” (11:26) - – The importance of category leadership and market perception (13:38) - – How 1Password is shifting from password management to Extended Access Management (XAM) (16:02) - – How COVID changed the cybersecurity landscape (18:15) - – Why legacy security tools aren’t enough for modern businesses (20:45) - – The role of category creation in defining 1Password’s future (22:00) - – Naming and positioning a new category (Extended Access Management) (23:39) - – The risks and rewards of category creation vs. competing in an existing space (25:43) - – Why CISOs are hesitant to be early adopters—and how to shift buyer perception (28:42) - – The strategy behind creating demand for a new category (30:39) - – Lightning strike moments and big brand plays for category awareness (33:18) - – Structuring a marketing team to support both enterprise and self-service growth (37:12) - – Balancing B2B and consumer marketing (40:37) - – Why 1Password invested in sports sponsorships (43:34) - – The power of emotional marketing and brand trust in enterprise sales (46:21) - – Thought leadership and analyst relations in shaping a category (47:43) - – Final takeaways Send guest pitches and ideas to [email protected] 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 is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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

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  49:42
• How To Build a High Converting Product Page

  #222: Website Teardown | Do your product pages actually tell potential customers what they need to know—or are they just a list of features they’ll ignore? In this session from the Ultimate Roast of B2B Websites, Madhav Bhandari, Head of Marketing at Storylane, joins Robert Kaminski, Co-Founder at Fletch PMM and Dan Murphy, COO at Exit Five to tear down real B2B product pages, exposing what works, what doesn’t, and how to fix it.They also cover:The biggest mistakes B2B marketers make on product pages (and how to fix them).How to structure a product page that drives trials and conversions.The role of interactive demos, videos, and CTAs in guiding prospects to the next step.Timestamps(00:00) - - Introduction to Madhav, Robert, and Dan (02:33) - - Why most B2B product pages fail to convert (04:08) - - The five biggest mistakes companies make on product pages (06:45) - - The importance of clear messaging over a list of features (09:03) - - Should you use videos, screenshots, or interactive demos? (11:34) - - How to structure a product page that actually drives trials (13:26) - - Breaking down the role of CTAs and conversion flow (15:39) - - First product page teardown: What works and what doesn’t (22:22) - - Product gifs vs. static images (24:49) - - Second product page teardown: Fixing common UX mistakes (28:07) - - When and where to use customer testimonials (31:32) - - Why gating product demos might be hurting your conversions (34:17) - - Third product page teardown: CTA placement and messaging (36:47) - - The biggest takeaway from testing hundreds of product pages (39:52) - - Quick wins to improve your product pages today (42:59) - - Final takeaways Send guest pitches and ideas to [email protected] 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 is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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

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  52:02
• Win/Loss Analysis: How to Turn Customer Insights Into Revenue

  Episode #221: Strategy | In this episode, Matt Carnevale sits down with Drew Giovannoli, founder of Buried Wins, to dive deep into Win/Loss analysis and how product marketers can use it to drive better sales, positioning, and competitive strategy. Drew shares how he helps B2B companies turn customer insights into revenue-driving decisions, plus the three key changes every product marketer should make to get promoted.Matt and Drew cover:Why you shouldn’t obsess over lost deals - and how to focus on winning more of the right customers instead.How competitive intelligence can shape your positioning and sales strategy.How to structure Win/Loss programs to influence product, sales, and marketing strategies.Timestamps(00:00) - - Introduction to Drew (04:08) - - What is Win/Loss analysis and why it matters (06:45) - - Why companies obsess over lost deals (and why that’s a mistake) (09:03) - - The real value of analyzing won deals instead of just losses (11:34) - - How to identify your best customers and find more like them (13:26) - - The power of competitive intelligence in shaping positioning and sales (15:39) - - How to ethically gather insights from former competitor employees (18:49) - - Common mistakes companies make when running Win/Loss programs (21:04) - - How to structure a Win/Loss interview for maximum insights (24:49) - - The key questions to ask during Win/Loss interviews (28:07) - - Why sales and marketing alignment is critical for Win/Loss success (31:32) - - How Win/Loss analysis can influence product roadmap decisions (34:17) - - The best way to present Win/Loss findings to executives (36:47) - - How to turn insights into action and drive real business impact (39:52) - - A step-by-step guide to launching a Win/Loss program (42:59) - - Final takeaways and advice for product marketers Send guest pitches and ideas to [email protected] 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 is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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

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  46:31
• New On-Demand Training: AI Playbooks for B2B Marketers

  Matthew Carnevale, Head of Community at Exit Five, introduces AI Playbooks, a new on-demand training program packed with expert-led tutorials and ready-to-use templates designed to help you drive better results with AI.No fluff, no theory—just real playbooks from 15 B2B marketers showing exactly how they use AI for ICP research, personalization at scale, cold email automation, marketing video creation, SEO, and more.If you’re tired of the AI noise and want actionable tactics you can use immediately, this course is for you. Learn more and sign up at exitfive.com/ai-playbooks. Send guest pitches and ideas to [email protected] 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 is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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

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  7:43

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