← The Dave Gerhardt Show (from Exit Five)
The Dave Gerhardt Show (from Exit Five)
Real Talk from Three CMOs: Attribution, Paid Media, and Why B2B Is More Emotional Than You Think
01:01:23
Loading summary
Transcript156 lines
- [00:00]
Dave Gerhardt
Hey, it's Dave. I want to give a quick shout out to Knack for sponsoring today's episode. Knack is a purpose built email and landing page platform and they're also one of our longest running sponsors. When I create our newsletter each week, I spend a bunch of time more recently with Claude, my friend Claude as my editor. But once I'm done editing the newsletter, it's not as simple as just getting my copy from a Google Doc and hitting send. If you're a B2B marketer, you know that. So what happens? Someone has to take that output and turn it into an actual email that renders an Outlook, so follows brand guidelines and ships. You know this story. The last mile still feels slow and manual. NAC has made this a lot shorter. They just launched an NCP server that connects your AI assistant directly to their platform. So now you can describe the email you need in Claude or ChatGPT and drafted like normal, but it automatically starts building in Knack for you. You get an email that comes out following your brand rules automatically. No manual cleanup, no broken HTML and even better quality than anything your team built by hand. The marketing Ops team at OpenAI is actually running this workflow right now. They intake internal campaign requests from Slack, an AI agent structures it into a ticket nac, MCP generates the email and a marketer refines and ships. This is the future of marketing. You should go check it out@knack.com that's K N A K.com hey it's Dave. I want to give a quick shout out to Vector for sponsoring today's episode. Vector is a contact level ads platform. You probably have anonymous buyers lurking in your funnel, people you can't identify or follow up with, people you can't target with any real precision. So you end up throwing ads at job titles and hoping the right person sees them. Vector fixes that. Instead of targeting job titles and crossing your fingers, Vector lets you build audiences from actual people. The ones on your site that are clicking your ads and checking out your competitors. They're launching an MCP server that lets you connect AI like Claude or ChatGPT directly to their platform. And it connects to your LinkedIn ads and site visitor data. So instead of clicking through dashboards, you just ask your AI a question and get an answer. Hey, which ad creatives are fatiguing? Which companies are engaging but not converting? What's actually driving Pipeline right now? It turns your data into something you can use in the moment.
- [02:08]
Podcast Host / Moderator
Go and check them out.
- [02:09]
Dave Gerhardt
It's Vector Co that's V E C T O R CO Vector. You're listening to the Dave Gerhard show.
- [02:23]
Megan Lueders
2, 3, 4.
- [02:24]
Podcast Host / Moderator
Exit.
- [02:32]
Dave Gerhardt
Hey, it's Dave. Today I have a session that we did with a group of CMOs in Austin. Actually that was about a year ago now and we're rerunning this because this conversation is one of those timeless, evergreen conversations. We got into a lot of what it actually means to own the role of cmo, why every CEO defines it differently, how to adjust your style as a cmo. And the panel was Megan Lueders. She's the CMO of Sonatype. Kim Storen, who's CMO at Zoom now and Ido Mart, who is CMO@manychat. And my favorite line from this is Kim said in this episode, marketing can never be in the green if the company is in the red. Learn all about what she meant in this episode with my conversation with this panel of CMOs down in Austin.
- [03:16]
Podcast Host / Moderator
We run a community exit five. We have 5,000 members from around the world. We have a popular podcast, a newsletter. But every time we do any piece of content, people want to hear from those who are actually doing the work right now. I mean these are all CMOs and they're not really doing the work but we, we had them. No, I'm just kidding. I'm kidding. So that's not, that's what I.O. said on our prep call. He's like, are we going to talk about strategy? They love hearing from like a group of marketing leaders who have been there thought that this is a super, super impressive group like that. We just reached out to based on recommendations. I said hey, we're coming to Hosta. We're doing an event and these three names were like the names that came up in my LinkedIn post multiple times over and over. So we're going to hang out, we're going to get to share some of the knowledge. So let's first go down the line and in your own words like who are you? What's your role? What does your company do? Just to set context for, for that. And I'm going to get into our questions.
- [04:06]
Megan Lueders
Megan, why don't you Meghan leaders and the CMO of a company called Sonatype. We are owned by a private equity firm called Vista and I think this is my, I'm a four time cmo. So then this couple different ways. Public company, venture backed and the p.
- [04:23]
Podcast Host / Moderator
And just briefly explain what Sonotype does.
- [04:26]
Megan Lueders
Well, I'll give you the 30 second skinny. Interestingly, if you work for a software company, 80 to 90% of your software is open source and that open source is where bad people malware vulnerabilities get in. So we protect those malware items getting in and doing damage to your code which then becomes product so we protect that software out secure the software supply chain in any organization that bar.
- [04:50]
Podcast Host / Moderator
All right, good And I'm just asking for context so as we talk through what everybody does like you can have more more of a frame are you know. Yeah.
- [04:58]
Ido Mart
Hey everybody I'm Ido Mart CMO at manychat. I'll tell you what it does for sure. Let's ask and thank you to basically we help creators and social media marketers do more on social grow better engage
- [05:13]
Podcast Host / Moderator
with this mic right here like you
- [05:14]
Ido Mart
gotta eat it engage better and sell more on social. We have over a million users good chun of them are paying users which is good. We like that
- [05:27]
Podcast Host / Moderator
a company probably lobby leader now.
- [05:29]
Ido Mart
Wix yeah wix.com I was in the marketing team there probably don't reading information. I did a stint at Spark beyond which was a very cool AI company until ChatGPT came along and some of us did that.
- [05:41]
Podcast Host / Moderator
All right Kim.
- [05:42]
Kim Storen
I'm Kim Astorin. I'm the chief marketing and communications officer at Zayo. We are a 2 and a half billion dollar annual revenue PE backed digital infrastructure company. So we basically do fiber transport and managed services all on top and service some of the biggest customers in the world. Mostly hyperscalers, data centers, telecom carriers and then enterprises as well. My background is I kind of came up through a management consulting background and then spent most of my career in large transformation companies. IBM, amd, Dell.
- [06:17]
Podcast Host / Moderator
All right, I'm going to kick it off with you. What, what is something that you know now about the role of CMO that you wish you had known when you started?
- [06:26]
Kim Storen
For me, coming from a consulting and communications background, I didn't know what I didn't know and I didn't realize that marketing roles, chief marketing officer roles I should say can be what you define them to be and that because there's no straight up clear cut definition. Right. Everybody knows what a CFO does and that definition might be a little bit different at BC backed or PE or public company but generally speaking you know what that is and in marketing we don't have that same clarity of what our role is. And while you hear a lot of CMOs complaining about that right now, it's a huge and tremendous opportunity and it can be career making opportunity if you are open to building that role in the way that you Want it.
- [07:15]
Podcast Host / Moderator
The opportunity piece of it is like to embrace that and own it and communicate to the org what the role of marketing is going to be at
- [07:23]
Kim Storen
the company and lean into your strengths. Right. So for me like as a consultant, like I like to do strategy and so every marketing leadership role I've had, I've been able to raise my hand and say give me a piece of corporate strategy as well. And coming from a communications background, I've always been able to, to add communications and product marketing to, to my marketing organization. So part of it is educating but also part of it is taking the things that you are great at and your superpowers and building the function and the organization and the priorities that excite you.
- [08:01]
Podcast Host / Moderator
I just want to double click on that because that, so I've been interviewing CMOs for basically the last decade. I probably, I don't know who, who owns the record, but I probably interviewed more B2B CMOs than any of them. And what's interesting about what Kim said is I, when I was coming up as a, my first time head of marketing, I had this perception that you had to get to the cmoc, you had to have some, you had to be totally well rounded or you had to be no the more people assurance you are senior general. Exactly. But now you talk to someone, you're like this person came up through product marketing, this person came up through pr. You each example is like, you know, the thing that you're good at, you build a team around you but you,
- [08:36]
Dave Gerhardt
you double down on that.
- [08:36]
Ido Mart
I like that there's something though to be said about every company needs a certain kind of. I don't think you just get later your strength and it's good everywhere. I think you have to also be lucky or choose well where you work so that your strengths shine.
- [08:51]
Podcast Host / Moderator
How do you evaluate something like that?
- [08:53]
Ido Mart
A lot of it has to do with what needs to get done in order to see success in some environments. You know, like they say in the startup world that execution eats a strategy for breakfast. And that might be true sometimes. And then I discover, you know, that's not true everywhere. In some places the fundamentals are all that matters. And then execution just can just be not an afterthought but you'll work it out. So if you are somebody who's super clever and thinks I know all the new AI stuff and all the new methodologies and I on LinkedIn and I read all the influencers, you know, that might cut it in some environments and other environments that's, that's Irrelevant for success. So I think you need to find yourself where you need to be.
- [09:33]
Podcast Host / Moderator
I like that.
- [09:34]
Ido Mart
Mary, what. What would you say?
- [09:35]
Megan Lueders
I would say when you are thinking about what direction you want to take, whether you want some specialist or generalist, you have a path and you get there and you choose something. But at the end of the day, when we all become a cmo, it depends on what and how that C E O sees the role of marketing and making sure that they are hiring. You're. You're going into an environment where they are wanting you to do the functional role, either that you play or provide that generalist capability. What I mean by that is that we all define marketing one way. The CEO defines marketing a different way than sometimes we see it. But at the end of the day there has to be alignment. And I think that was a. That's a big learning that we've all had. We've all walked in different companies. But the thing that has probably changed the most that I would not have anticipated quite at the rate that we're all seeing it, is the rate of change that marketers have to embrace, adopt and adjust to so rapidly. And it's so different than any other discipline like finance. You are not seeing change happening in the finance organization, product. You do to some extent. Marketers have had so much an abundance of change that we never were anticipating to influence how we think about our role, the people we hire and the output that we produce and what we're measuring.
- [10:52]
Ido Mart
That's great.
- [10:53]
Podcast Host / Moderator
By the way, a friend of mine is a guy, Kip Bogner. He's a CMO at HubSpot. And he told me it's like the first job as CMO is to realize that the CEO is actually the cmo. And I was like, damn, that hurts
- [11:03]
Ido Mart
to hear a lesson from what you're saying, which is a good lesson to everybody, is that you have, you know, if you're going to have six or seven jobs in your life, qualify them very aggressive to make sure that you want to be the CMO that the CEO is doing.
- [11:16]
Podcast Host / Moderator
That's right. Just to go back to your point, you mentioned change in marketing. What type of change are you seeing? What type of change did marketers have to deal with that? The cfo?
- [11:28]
Megan Lueders
I'll just talk about my career, right. When I first started talking about pipeline was not the thing that came out of my mouth first. Right. You talked about brand or we talked about communications, we talked about product. Marketing today is all about pipeline generation, all, every conversation. And that's true whether I'm speaking to the CEO or the CFO or my partners in the rest of the go to market functions and that is, that is a big change. But how we market and how we have data to influence our decision making, influence how the people on my team do their job more effectively, influence how customers buy is changing and that rate of change and how we leverage data or analytics to either hire better, think about the customer differently, work more collaboratively with other functions of the business. Those are just a few examples of change that have dramatically influenced kind of a different team, a different environment, but also what we're measured and what we're able to offer.
- [12:24]
Podcast Host / Moderator
Can you want to build?
- [12:25]
Kim Storen
No, I was just going to say I think also that point around like the change to pipeline I think is a very, I don't know if you had the same experience as Silicon Labs, but in an infrastructure business that's not the first thing we talk about, right? Because it's a very much a Sassification of marketing. So it comes up like, I mean I have a pipeline number, I hit it every year. Like it's a big, big piece of what I do, no big deal. But it's different because we are selling into hyperscalers and really large enterprise and versus when I was in a SaaS business and like that pipeline conversation was like front and center. Even if it's some ways you're like, all right, like it's an MQL to SQL death spiral. But I do think like it's interesting to see that shift that's happened, that sassification of marketing and some of it started to come over to the infrastructure space in like maybe not a good way because SaaS is more transactional. Even the enterprise deals that have a longer lead time than when you're selling hardware plus software and really, really long lead times in construction and semiconductor R and D timelines and all of that. So how do you go with Very
- [13:41]
Podcast Host / Moderator
far removed from that world. This is just like a student question in that world. How do you measure and talk about the success and impact of marketing when it is much longer to talk about.
- [13:51]
Kim Storen
I start out with the business value drivers, right? I'm never. Marketing is never green when the business is red. So I'm constantly like looking at the, the larger value drivers versus the vanity metrics for marketing and looking at our bookings and our churn and all of that. And then on the marketing side what I look at is how much faster does a deal close when marketing is involved versus the deals that are either sourced by Sales or influenced only by sales. So velocity becomes really critical and size of deal becomes really critical. When I think about marketing influence in that way and those are the ways that I try to connect it to where the business is heading versus just those vanity metrics that the MQLs that you can't show the conversion to the bottom line.
- [14:44]
Podcast Host / Moderator
Did you all catch that line that she said at the beginning? What'd you say? Marketing is never green when the business is right. Ding's a good rapper.
- [14:53]
Ido Mart
Sorry Ding.
- [14:53]
Podcast Host / Moderator
Sorry buddy. That's a bar right there. Think about it. Because it means that if you're celebrating marketing wins but the company is not hitting the revenue goal that you're not winning.
- [15:04]
Kim Storen
And I want to show that every time marketing touches a deal or influences a deal or sources a deal, that deal moves faster through the pipeline, faster to close and that those deal sizes are bigger and stickier than when marketing doesn't touch it.
- [15:21]
Podcast Host / Moderator
This question came to us in our community. This is from Jim. He's a CMO at a like series B startup. He said ask them about shifting strategies in the growth at the right cost era, which is now versus he called it GAC growth Growth at all costs era. This is going to continue to be a big deal for VC and PE backed companies and payback is always the number one question I get from our board right now. So State of Marketing 2024.
- [15:50]
Ido Mart
Yeah, I can start. So I'm in an environment, I think I'm fortunate enough to be in an environment where everything is marketing in terms of revenue. So there's no sales. It's all selk serve high volume, high velocity marketing. So I get to get the signals that refling from what marketing does, which is cool. And then I think that shift, which is it's a VC shift mostly right. Only VCS allowed us to grow at all costs 10 years ago and now VCs are reining this in. There's nothing else that created this. I think that doesn't really change much in terms of what matters in terms of effectiveness and what you do. So you can think of kind of the effectiveness in light of the financial situation of the company. Like blended CAC is a good metric for that. Are we efficient at all in acquiring users or accounts or customers? But then there's also things, the efficiency of the various activities that we take part on lab. Then there's metrics like return on ad spend and things are a little bit more granular. Those didn't change at all. Right. From like a move from growth at all. Costs and profitability. Profitability is a metric of the company, not of marketing issues. So I think marketing remains unchanged other than instances usually in seed and series A where you suddenly get a green light from your CEO and board to just do whatever and see what happens. Right? I think that's still true today. Today you can spend 5% of your spend on experimentation. That is extreme. Maybe back in the day you could spend 30% of your spend on experimentation. So all you have to do is reign in experimentation. The rest is sucks.
- [17:29]
Podcast Host / Moderator
Megan, you have me learning from satire.
- [17:32]
Megan Lueders
At the end of the day, they're all different levers that you're pulling. You're pulling different levers to see what's going to work. Some of it's a call it experimentation. Some of it today, this past week we're trying to think about how do we, how do we scale using data differently, how do I scale using different resources in a different manner? Because my cost per lead, if that's a factor, my cost of acquisition, if that's a factor, all of that has to change. I have to continuously get tighter. Whether you're vc, whether you're pe, at the end of the day you're constantly toggling between how do I go acquire more, how do I impact greater, how do I become more efficient with my team, my people, my data and how can I have a bigger impact in the world that I provide. Marketing in terms of the MQLs or the SQLs, all of that stuff is very much different levers of pulling. And I may be more successful than another quarter, but I effectively have to keep in perspective the opportunities I have to pull those levers. But I'm always being measured on efficiency, optimization on scale. I don't know that it changes much more from quarter to quarter. It's just a matter of kind of what I'll say, what the business be for that period of time.
- [18:46]
Kim Storen
We live in a very cost constrained world because instead of just one PE owner, I have two. So it gets even like incrementally more fun when you're balancing those needs. And we're in a pretty low margin commoditized business. And so life is just about constraints for us and it hasn't changed, it's just how we've been living. And so what's been interesting over the last years, I've actually kind of flip the script because I mean my dad's a cfo so I love a good like CFO LED conversation but I'm trying to get out of that and I'm Talking a lot more now about positioning and how we're positioning for a valuation or a multiple that we're looking for in the market in say three to four years. I'm talking a lot about how we transform ourselves from being a company that's focusing on big hyperscale deals to one that's really verticalized and going into the enterprise. So the conversations I'm having now, I've kind of gotten myself out of this because we just are constrained and we're like being smart. But how do we flip the script and think about verticalization in a way from a go to market standpoint that is unique and differentiated and positions us well. And how do we start to think about how the broader market views us and how are we taking advantage of the market tailwinds right now? And so I just kind of stopped talking about those constraints like we've been demonstrating. I've been there for almost four years now. Marketing did not exist at a two and a half billion dollar company when I started, if you can imagine. And so we've kind of passed that efficiency conversation off to now, like, let's talk about positioning for growth and how do we position ourselves in a category where we're going to drive the multiple that we want.
- [20:44]
Ido Mart
So this is what happened. Now we have to be profitable and that's a constraint on the company. And what that did, it gave CFOs a metric to talk about in all your meetings. And now they're kind of managing. The CFO is managing yield because they need to keep the company EBITDA positive and profitable. And now the CFOs are starting to get into all your channels like, hey, is this. Was it worth spending $100,000 on this event or this? Don't let them do that. The moment you join a company or if you're already there, start fighting the foot, the good fight. Because they should not be involved in these conversations. They should just say, hey, this is the goal for ebitda. And then you can translate that into your world. Otherwise you're in for a world of tail bank.
- [21:28]
Megan Lueders
Yeah, I've learned to categorize. I no longer itemize all those lead sources. I know we all do. But to the cfo, they're all in categories. It's a category called programs. Lord, imagine how broad that bucket is called programs. And then I have another one that's called Web and I've had to. And guess what? It's working. So as long as my CFO is not listening or anyone for Vista, I'm Set, but be smarter.
- [21:56]
Podcast Host / Moderator
I'm glad we're recording this for a podcast in the future because like, that was a two minute masterclass in the art of managing health.
- [22:03]
Ido Mart
I love my cfo, by the way,
- [22:04]
Megan Lueders
but at the end of the day, like it is, it is different levers you pull, it's how you package it up. I do think marketers have one of the hardest roles because we're balancing the lever of how we position properly and message properly in the marketplace, how we deal with these cost constraints, how we continue to grow, the bottom line. Oh, and by the way, we're supposed to launch every freaking product that comes down. We have to continue to be the evangelist in the company and have a comp strategy in the social program. I mean, there's so much that we do, and whether it's a flavor of the year, a flavor of the quarter, marketers have that opportunity to really kind of shine the.
- [22:39]
Podcast Host / Moderator
Here's the thing, the three of you are like super successful, confident, you've done it, you know how to have that conversation. I've seen that a lot of times. What happens is marketers, you get defensive with the cfo, you don't show any. So you have to earn the right. You have to be able to talk at a strong level to the CFO and be able to label it all as marketing. I feel like what's changed now is like you all answered that question about efficiency and I almost interpret that as like, good, it's a good thing. That is how we want marketing to be measured. It's only a bad thing if you're just wasting money and spending things recklessly and you don't have a story.
- [23:10]
Ido Mart
What you just said is, I think a story of there's an increased visibility in, in terms of attribution these days. So now everybody at the company sees all your attribution numbers. Nobody's attribution is accurate. Raise your hand if yours is. But if you lean into attribution as a source of truth, then suddenly you're having conversations with your CFO and CEO on like, hey, this channel or that channel or I think attribution should be first of all, not the way you defend marketing to anybody. Attribution is there to be first of all useful and not true or useful and not accurate, to be used for decision making and not for scorekeeping. This is also true about the conversation between marketing and sales, that some of you might have a very bad time with your counterparts at sales constantly fighting over marketing, influenced or not.
- [24:00]
Podcast Host / Moderator
Right.
- [24:01]
Ido Mart
It's not about Scorekeeping. So I think it's a conversation that just needs to be shifted and that's rooted in the efficiency story as well.
- [24:08]
Megan Lueders
From a CFO perspective, if you can be the first person to provide value to the CFO to say, hey, I've got some cost savings, like let's say the company is undergoing some, some constraints and we're all looking for dollars. Imagine when marketing, which is a total expense center, comes to the CFO and says, hey, I'm going to proactively give back a half a million dollars because I want to help preserve some of these other functions of the business, unlike what normally happened. But I'll tell you, guess what happens when that, when that they're like, no, we want to keep the investment in marketing, but as a good go to market business partner, which is what marketers have to be today. Imagine when you change the narrative as a business professional to say, hey, I'm going to find this half a million dollars. Here's how I can drive greater efficiencies through AI and that will reduce some costs here. And I want to put that money back into the kitty so that we can maybe not lose a person or invest in some tooling that we want. But that's one, one area. I will say change the narrative rather than, again, marketing is always the highest success expense in many organizations from a true opex outside of dev and so forth. But you turn it around and it completely changed and transformed how they're coming to me and saying that we have a challenge, right? And I just have to figure it out. Because the last thing that you as a marketer want to be told is how to save the money, right? And that's often what happened. You're like, hey, you need to cut three people or you need to cut this program. Because it looks inefficient to me. Because I, as the cfo, I'm just looking at a spreadsheet and it looks out of balance. When you change the story and say, I'm going to proactively, I hear what's going on in business. I'm going to, I'm going to come to you with something. It kind of removes that, that barrier of them coming to you to say, you could do this and do do that, which no one wants to be in that position. It elevates marketing in a different place.
- [25:57]
Podcast Host / Moderator
All right, we're going to get to the question, man, this happens every time I do great prep. I read all these questions. You can write a novel out of this. Then we have a great discussion and it goes off the sideways. A sewage trip like a. Not like a rapid fire, but like one or two thoughts on this. I'm curious to hear something that's not working for you anymore. What was something that was a core part of your marketing strategy in the past that is not moving the needle in 2024 heading into 2025. Let's go. That's fair.
- [26:20]
Ido Mart
Yeah, go ahead.
- [26:21]
Megan Lueders
Email. It's not that it's not working. I just did a study. There's a lot of effort to write email sequences and programs and Are you
- [26:30]
Podcast Host / Moderator
talking about like marketing email sales? Email?
- [26:33]
Megan Lueders
Don't get me wrong, emails is how you advertise your webinars. It's so does social media and so forth. But the amount of sequences that you would invest in like bdrs to follow up with that is changing because every other company is using BDRs emailing and calling and some have better successes. But email is a hard one because there's a lot of time that gets
- [26:53]
Podcast Host / Moderator
I saw somebody posted on Halloween, they posted a screenshot of their inbox on Halloween and like how many brands said like the exact same type of subject line with like the pumpkin emoji and it's just like this. This is crazy. Okay, email. Ido, what about you data?
- [27:07]
Ido Mart
I used to think that every the more granular the data, the better my decisions can be. And now I'm at the opinion that I actually need to live in a lower resolution data world where I can see the trends, I can see things, but I'm not in the little details of what data informs me. I think that small data or granular data can inform very specific experimentations where everything is constrained. Right? Like is this landing gauge a better place to send this traffic to? That's a good place for granular data. That should not tell you anything about your audience or about your reality or about your product or about your value. Prop. You shouldn't learn from the small data. And I think I used to and I don't do that anymore.
- [27:51]
Kim Storen
I don't know that it's not working for me anymore, but that's part of what drives me nuts. And paid media is like the top thing I think about all the time because it feels like a black box to me. And again, I don't have fingers on a keyboard when it comes to doing that work.
- [28:07]
Podcast Host / Moderator
But what part of it feels like a black box?
- [28:10]
Kim Storen
The metrics I get back don't match the behaviors that I would expect of an infrastructure buyer. And it feels like there's A lot of justification for how it all fits together. But then at the end of the day is a very technical buyer making a pretty big decision for their company, clicking on pretty bad creative that shows up through like stack of that. I don't.
- [28:41]
Podcast Host / Moderator
They're like, that's the ad that got him in.
- [28:43]
Kim Storen
Right baby? So I would just say like for me right now, like based on what I know about buyer behavior and B2B buyer behavior in general, I'm not sold on the effectiveness or efficiency of the current state of paid media.
- [29:00]
Megan Lueders
Interesting. Because I, when I started at this company, we were not distributing good creative ads. So I turned them off because I was like, we are throwing money down the tubes and you talk about a very good AB test where you get very quick indication whether they have to. You turn it off and you realize like we did go down website traffic. It did have a correlation. Do I think it's the best medium? No, it's very expensive. But it did have a correlation. But that's just my case study on it.
- [29:33]
Podcast Host / Moderator
New loves paid media CFO also, it's like one of the few things that you can say like here's what I'm going to put in, here's what I'm going to get out.
- [29:40]
Megan Lueders
It's a huge cost letter because it's expensive.
- [29:43]
Kim Storen
It is so expensive.
- [29:45]
Podcast Host / Moderator
We'd say more. Keep going on that topic. What? Just the total budget to play, to compete.
- [29:50]
Kim Storen
I mean between the spend on agencies and like all of the back and forth on creative and then the spend to be in the right place at the right time and you know, do you want more? Top of the funnel, bottom. I mean all of it. If you just really look at like, I mean even the things that are not in the line, items that are correlated, it just feels like a lot that even just the litmus test doesn't quite, it doesn't snip right to me.
- [30:16]
Dave Gerhardt
Today's episode is brought to you by Compound Growth Marketing.
- [30:19]
Podcast Host / Moderator
They're a full funnel demand generation agency
- [30:21]
Dave Gerhardt
that I've actually personally hired twice.
- [30:23]
Podcast Host / Moderator
That's right.
- [30:24]
Dave Gerhardt
Before I was a thought leader, I was an actual marketer, an operator, a VP of marketing myself. And CGM was one of the best agencies that I've ever hired. They help High Growth Cybersecurity, DevOps and enterprise software companies show up earlier in the buying journey where potential customers are actually forming opinions about which products to use. CGM is great because they offer the combination of AI, SEO, modern paid advertising strategy and a dedicated go to market engineering team that you need Today. So everything CGM does gets tracked, measured and improved over time. That means more pipeline for you. And this works because they were started by a former VP of marketing who gets this space. They really understand B2B.
- [31:04]
Podcast Host / Moderator
So if you're in search of a
- [31:05]
Dave Gerhardt
new agency that can help you hit the number this quarter and you need help with things like AI, SEO and paid media, you should definitely go and check out compound growth marketing. I call them CGM Compound Growth Marketing.
- [31:16]
Podcast Host / Moderator
Go and check them out at compound
- [31:17]
Dave Gerhardt
growth marketing.com and tell them that Dave and Exit 5 sent you one thing
- [31:22]
Megan Lueders
I'll say about paid and all these things, even email, right? You can't turn because you said your question was like, what are you not doing today? Or what's one thing you. You have to. As marketers, you still have to do all this stuff. I'm still doing email, don't get me wrong. But we are still doing a lot of it.
- [31:37]
Dave Gerhardt
Turn it off.
- [31:37]
Podcast Host / Moderator
We're.
- [31:38]
Megan Lueders
Yeah, that's what happens. You're still doing it. You're still putting up landing pages. You're still investing in your web and your creative meaning you're still got big events that you're doing. As much as I think events need to be reimagined. Right. How do we show up or when do we show off? And there's so much opportunity to pull different levers. But I don't know that as a marketer, I have stopped doing a whole lot. I feel like I'm doing a lot more, but I'm doing it more intelligently.
- [32:03]
Ido Mart
Would you say that it's related to the stage of the company? I would say there's a certain stage, like 5 to 20 error, for example, where you kind of figured out paid ads and you could just turn them on and scale them up and it works. And then slowly, I guess at least that's my perspective. But slowly, as you kind of get nearer to a hundred million ARR. Let's say you need to be on a journey to reduce the reliance on paid media and see like more other organic channels, get you the results, right. And then you're at a 2.5 billion set. I'm assuming let's not like paid ads or not making a majority of what July is 5. So there's a jury from 5 to 2,5 billion of reducing the reliance on paid ad.
- [32:47]
Podcast Host / Moderator
I think that's why I stopped thinking about it as a mix though, like to. To understand.
- [32:51]
Megan Lueders
Well.
- [32:51]
Kim Storen
And I don't know if y' all that are had this situation where so at IBM and even sometimes now at Zayo where all of a sudden everybody internally starts getting the ads as the person in charge of the marketing budget. You're running around being like don't click on it, don't click on it, don't test it because you're not the target audience. We're doing something wrong.
- [33:12]
Megan Lueders
We block IP. We blocked IBM's IP because of that.
- [33:17]
Podcast Host / Moderator
What's worse though then companies IP then you got the CFO being like fucking Kim. I haven't seen any ads in three months.
- [33:24]
Kim Storen
I get like a screenshot from my dad and I'm like, oh my God, please don't click on it.
- [33:29]
Megan Lueders
Do not make me pay for this. Challenge is organic, right? We all type in the same keyword and we all get different results. Why are you page one and you are page three?
- [33:37]
Podcast Host / Moderator
The flip side of that question, I guess if there was one, is maybe give us one or two things that's working for you inside of the company right now. That's kind of like a newer channel that's promising a hun sudden hero. If you want to turn off email, what's the one that you want to go invest in? Let's go with reverse order.
- [33:55]
Kim Storen
So for me right now, I mean the channel is sales and they're our best advocates of the market and they didn't really understand how to tell a story to an enterprise buyer. And so my product marketing team built a reference architecture and has started rolling it out and we're enabling sales and we're seeing real traction in the enterprise in a way that we hadn't before. And so the criticality of product marketing not just from. And we all know that like great demand gen starts with great product marketing. Right. It's the foundation of everything.
- [34:32]
Podcast Host / Moderator
There's a couple product marketing in the room like. Yep.
- [34:35]
Kim Storen
But we also forget that great sales enablement also starts with great product marketing. And so we've really seen that spending the time and effort on building that reference architecture for the enterprise, which again is not our. You know, we started in hyperscale and the carriers and so to be able to verticalize and go into the enterprise is a really big go to market shift. And so that has become the channel that we need to be using a lot more. There are feet on the street.
- [35:07]
Ido Mart
Yeah. I would preface my answer by saying that there is no. The only way to measure a channel is by its impact on the effectiveness of your marketing mix. Right. So some channels might seem like they're not yielding results. Maybe your attribution is last touch or first touch and then they're different. Some channels not yielding results, but potentially holistically, they play a major role in the customer journey. So I wouldn't give up on any channel unless I figured out that by shutting it down I didn't hurt some other thing. But then having said that, I think a major channel worth investing in is at least for my world as influencers and maybe for any world. Like I think where we now live in a world where even for enterprise, even for, maybe for hardware, I don't know.
- [35:54]
Kim Storen
Can you. An election, there's.
- [35:56]
Ido Mart
Yeah, that's true. Right. There's an influencer for anything. And it's really worth investing in two ways. One is to collaborate with them on content because they also help you understand what you need to say, which is good. And two is of course, use their own channels to promote your content.
- [36:13]
Podcast Host / Moderator
Cue me in a customer IO shirt. Right now, what you said is like, I just want to echo that because it's a topic that I feel really strongly about. I think that there's a group of, I don't know if it's CFOs or CMOs, but there's a group of people that, oh, we sell to B2B. Social media is like a fun thing for consumers. I think it's just fundamentally disrupted how marketing happens. And I think what people don't understand is Kim just mentioned the election. Right. This is how humans on this planet get information. Now, we don't get them from brands and big publications, we get them from people. And whether it's infrastructure or social media or cupcakes, there is a person in that industry who is talking about that topic. And the strategy as a marketer is to figure out how can we work with them on your behalf.
- [36:56]
Kim Storen
And that goes back to that old school mentality that B2B is not an emotional decision. And I would say, hands down, B2B is a higher emotional decision than a consumer decision. Because at the end of the day, if you're going to go buy a pair of cowboy boots and I end up spending $500 on a pair of cowboy boots I never wear again, what's the impact, right? Besides a little bit of, you know, that opportunity cost. If I as a tech decision maker go and sign a contract for $1 million with a company that puts like cake all over my face in front of my boss, like my job is gone. And that is, that's real emotion.
- [37:35]
Podcast Host / Moderator
People don't think that why B2B is the most emotional thing.
- [37:39]
Kim Storen
Their job is on the line you have to make that customer feel like a superhero for making that decision. And the entire customer experience has to live up to that promise that marketing has made at the beginning of that sale.
- [37:53]
Podcast Host / Moderator
This is why story and emotion is so important in B2B. Because of what Kim just said. Right. She didn't talk about the product. She said you have to make that person feel like you're, you have to make them the hero. And your company is like the tool they use to save the world and that happens to be at their company.
- [38:08]
Megan Lueders
Yeah. And I would say not to just echo the product marketing story, but positioning and messaging is probably the, one of the most important investments for every company. And if there's any calls that I continuously get is for great product marketers and great product marketers that can understand what position is, what messaging is, and how to translate that into value driven content. And the second part of that would mean that you could never go wrong with a strong investment into your customers. Right. And really understanding your customers, what motivates them, how to drive your value messaging to speak the language that they speak. So the customer pain that Kim talked about, I will get fired if I don't protect my software development. And I have malware, right. If I have malware and I want a product and it blows up, right. Something bad happens, you are on the line. And so there is absolutely the need to ensure that the customer alignment is really tied very tightly to the strong positioning that the company needs to take with their product.
- [39:09]
Kim Storen
And I know Dave, you had asked us like, keep this actionable too. And so I will say, if you are a first time cmo, the best thing that you can have in your pocket is a trusted strategic agency partner who you can bring in. Because like, I mean a lot of us, especially if you come up through communications or product marketing, like you're good at positioning, you're good at category creation, but you need a trusted agency partner who's going to get in the weeds with you and help you figure out that message and positioning and have that team. Amanda knows who I'm talking about, but I've got a very small agency niche who I have brought to the last three companies with me, who the first thing I do is quick and dirty, get in there and work that positioning and that category positioning and messaging that becomes the basis of product marketing, website refresh, brand transformation. And that's like the secret weapon that you have to have and it makes sense.
- [40:09]
Podcast Host / Moderator
That's a perfect example because that's a niche where like they're just Going to have more reps and sets and experience doing the strategy and positioning that, like, let's bring them in versus, like, no disrespect, trying to hire someone junior to, like, do messaging. And that's. That's what we do often.
- [40:24]
Kim Storen
And it won't be somebody with a big agency name. It'll be that person that you trust.
- [40:29]
Podcast Host / Moderator
Yeah. Without their own.
- [40:31]
Kim Storen
Will get in the weeds with you.
- [40:32]
Podcast Host / Moderator
I just want to. I know there's a lot of people, like, thinking about growing their careers in this room, and I just want to share a story. Like, you all have basically mentioned the importance of product marketing. I worked for this CEO when I was coming up earlier in my career, and I thought I had to be, like, a growth marketer. You know, no disrespect to growth marketers, but I thought that's what you had to be. And I was really good at storytelling and copywriting, but I didn't think that was cool. I didn't think that was, like, essential to the business. I wanted to, like, you know, be doing some maybe tests and, I don't know, some cool stuff. And he pulled me aside one day. He's like, hey, you need to double down on storytelling and copywriting, because that is the evergreen skill that is going to give you, like, the most return on your career that is going to have the biggest impact on our company. And that was the thing that clicked for me. Like, oh, yeah, storytelling is the most important business skill for a marketer. I was chasing this other thing because I knew thought it needed to be well rounded. He was like, no, double down on storytelling and positioning and messaging. And that's gonna be the thing. And it's. It's been true. Hi, Var.
- [41:28]
Megan Lueders
I'm Sandy.
- [41:29]
Kim Storen
I'm the head of marketing at Pocus. All of this has been super helpful. Thank you all. I have a question about the talking about attribution and channels. What do you do when there's a
- [41:41]
Megan Lueders
channel that, you know, kind of based
- [41:44]
Kim Storen
on vibes, that actually contributes a lot? But you're getting into that conversation with your CEO, your cfo, it's like, well, there's never been a single conversion.
- [41:54]
Megan Lueders
You spent so much money on it.
- [41:57]
Kim Storen
Like, how do you have that conversation
- [41:59]
Megan Lueders
and be able to defend those channels that, you know, like, graze all time?
- [42:04]
Kim Storen
I guess I just pull a Megan. It's programs, right? And there's five. No, really. I mean, I tell you how to do it.
- [42:11]
Megan Lueders
Well, we're early stage, I should say.
- [42:13]
Ido Mart
I would recommend this. I think, first of all, it's a marketing philosophy issue at first. So we're going to make this tangible, philosophical. But the marketing philosophy should be something that Seth Godin used to say. That's a million tiny whispers. So you are influencing your audience slowly with a million tiny whispers around them. That's your job as a marketer. Your job is not to figure out this one magic silver bullet, this ad that then you see the last click attribution. You're like, oh, 80% of our money comes from this ad. Like, let's invest a million dollars more in that ad. That's just not how marketing works. And I think developing that understanding with your CFO and CEO is the beginning of this. And then don't do less. That's the contribution. You can do that for tactical reasons, but do something else. Do a W shaped like a position based like we can talk about it after. There's other models that are much more inclusive of all those other touches that might influence what you're seeking. So that's how you get it.
- [43:15]
Podcast Host / Moderator
So I've got a question for you guys. We talk a lot about acquisition, but how much time do you spend thinking expansion and retention? Because I think what I've noticed is a lot of people tend to spend a lot of time on acquisition but don't think about the entire customer journey. And usually you can influence and help a lot more your company on the back end versus the front end as well.
- [43:35]
Kim Storen
I think 80%, although don't quote me on that number, is upgrade and retention. So for us, I mean we have started thinking about acquisition because like I mentioned, we have pivoted our go to market motion to be more vertically oriented. So there is an acquisition component to that pivot but the primary source of revenue is that upgrade and retention. And so it's very important. I mean we're, we think about churn all day long. We're thinking about how we sell more, get more share of wallet with our existing customers.
- [44:07]
Megan Lueders
We think about it quite a bit. And when we think about how go to market has changed, marketing thinks so often about just the acquisition side. We as now marketers are in the go to market function. We are one very important cob in the wheel. The two other play three other players customer success we typically owns renewal is one of those big partners of yours. And so a lot of our programming is absolutely tied to the renewal. And when we're thinking about marketing programs, we're thinking on net new acquisition. But a heavy load is on renewal and retention. But also programming specifically to increase the number of contacts upstream and downstream within that existing customer base.
- [44:49]
Podcast Host / Moderator
Hey, I'm Chara, I'm a co founder of a pretty early stage. So my question for Kim and so initially you said you focus a lot on marketing source pipeline, right? When the conversation went to how you can't correlate it to like a single source. Marketing is more of a million whispers influencing pipeline. Right. So my question is two parts. One, what do you define as marketing source pipeline? Because like you said, it drives the inbound, even for the outbound is the product marketing enablement that drives the right way. So you pretty much touch everything and things are going fine. It's easy to say marketing some millions whispers, it influences it. But when things don't go fine, you need to look at one metric, one trend to know what's influencing what. So those are the two things I'm thinking about, right? Like one, how do you define marketing source pipeline? And two, when things are going well, what are the metrics, the trends that you look at to say, hey, marketing's on the right track, something else that's not worth.
- [45:41]
Ido Mart
So you can aggregate everything that you do, all the good and the bad together and see if it's driving the results that you are. And I think what you're asking is what if it's not driving the results that you are, then how do you diagnose it? So then you have to go granular into the channels and you need to have hypotheses on what these channels do first. For example, you can have a channel like YouTube where you show long form videos and you know that there's no last touch attribution that you know that doesn't lead to pipeline at all. Right. So your hypothesis on this channel is this is part of the journey and you need to validate that hypothesis by saying I remove that part of the journey. Right. What is the influence on the effectiveness of the mix? And you need to start experimenting. One way to experiment this is by different geos. You could close it at 1 geo and keep it open in a different geo or by verticals if you're able to target that way. Just have to go one rung deeper in the experimentation kind of vanillarity and start experimenting.
- [46:45]
Megan Lueders
Yeah, we talk about different levers that you can pull, try the different levers. But AB testing is a beautiful thing, right. Before you just discount a lead source altogether and say email's terrible. No, it's not terrible, it's your subject line might be an expensive experiment. Your header, how it's being delivered on mobile versus desktop may be your issue. So it does take different AB experimentation, the different level poles. What are you driving them towards and are you gating all your things versus letting it all be free? It's just those little tactics that really can make a big difference.
- [47:14]
Podcast Host / Moderator
Hey, I'm Rohan. I run an agency that helps companies with founder like content to drive influence and also demand for their business. So my question for you is how much awareness is this is there especially with your CBOs around creating this kind of like founder led content motion or it's like content motion on platforms like LinkedIn to create problem awareness around your industries, create differentiation and ultimately attract your customers into your product stack.
- [47:44]
Kim Storen
So I mean we're not founder led so but if I think about like the executive presence of on Social has been a challenge, right? Our CEO is a baby boomer, proud baby boomer. He just did a multi generational roundtable for me, so I don't feel bad saying that. But it's not his comfort spot. Our president and COO is a little bit more comfortable being out there, but it still feels very corporate and not super authentic. And I would also say that to his face and he's got a great story and he's very authentic, but it's a lot of posting pictures of himself saying things. And so we've been working, we're chipping away at, you know, trying to bring a more authentic voice to our executive presence on social. But for a non founder led company who doesn't necessarily see the value as I think a lot of founders do, they are the cmo, right? They are the number one for a long time kind of face of that company. And so I do think that the bringing along an executive team that maybe doesn't see the value like a founder does is, is a little bit more of a challenge.
- [48:55]
Ido Mart
I would say that first of all, a founder could be just an influencer for you, right? So it's influencer marketing, just using somebody down the hole.
- [49:02]
Podcast Host / Moderator
Right.
- [49:03]
Ido Mart
But I would say this, I think that if your customers are on LinkedIn then it's a pretty good strategy to use LinkedIn that way. And founders have authenticity and they have something to say that's interesting. So it's, I think it's very valuable if you operate in a vertical that has pretty effective media, that is trade media that is specific to that vertical and people actually read it, then PR using your founder is actually a pretty good tactic as well. The same way you would use them for LinkedIn. If the answer is no to these questions, then Maybe that's not your main thing.
- [49:35]
Megan Lueders
My company today is founder led and the CTO is also the one of the original founders. And the thought leadership strategy very much relies heavily on them having a voice in the marketplace and in particular on LinkedIn. And I will say you've got to humanize it. They are not naturally one is much more natural at doing it, the other one we have to help guy but it 100% has an influence in terms of the engagement. When we talk about attribution or other ways in which we can show are. I can't show did that impact the deal or not but I absolutely know it affected the engagement we had with a customer base, whether it's current or the in the future. Right. A prospect customer base. But it absolutely influences an industry. So absolutely would make an investment and if you've got that at your disposal,
- [50:24]
Ido Mart
just maybe one sentence and why stop at founders, you, all of your employees, CMOs.
- [50:31]
Podcast Host / Moderator
I think it's like the same trend of influencers is going to happen inside of companies or like just by nature. We become passionate. Not everybody, but there's a group we know that are coming to become passionate about the company they work at. Give them the tools, how social media rate to share what's going on everybody. My name is AJ Ekstein. I have a company called Creator Match which ironically piggybacking off what you said, we are a LinkedIn creator marketing platform and agency. So we spoke a lot about internal influencers like founder led content, turning your CTO into someone who can speak to your audience. What are your thoughts on external influencers but not internal Instagram, TikTok, YouTube but for LinkedIn and curious if you're seeing spend getting allocated not just for influencer marketing but specific to LinkedIn as a channel for 2025.
- [51:13]
Ido Mart
I'm not doing it because my customers are not on LinkedIn but I do see it on LinkedIn and I think LinkedIn is becoming what Instagram and TikTok are already just maybe for a smaller, for like a niche audience, but it's big enough to be meaningful. So I do see LinkedIn adding all that functionality and caring deeply about promoting that kind of content. There's no stopping it's happening and I think it's a worthwhile endeavor.
- [51:40]
Megan Lueders
I think it's a viable channel. We're doing it in a kind of a varied way of that. What I would just say to anybody who's going to make an investment on social it has to be authentic, it has to be real. Right. If I show or sniff or think in any way that this is bought and it is not true or it's not a true testimonial or not a true customer validation or product evaluation, it really can damage a brand. So there's gotta be a finite balance. But I think there's absolutely signs we're even doing some things in that front. But it's gotta be very real.
- [52:13]
Kim Storen
And I would say when you look at like the intersection, especially in kind of deep tech or the B2B, like real enterprise side, when you think about who's an analyst and who's not, like there's a reason why Gartner can charge so much money for their events and for their engagement with you, your seats and your licensing because they don't do pay to play, right? And versus like if I go pay an independent analyst to write a white paper about my product and solution, people can like, they know, they know that when you get in an mq, a magic quadrant like you did not pay for that. So there is, whether you believe the hype cycle or not, that is a legitimate analyst white paper versus where you pay for one. And so I think there is some, a little bit of haziness there. But you're seeing, you know, especially at IBM where we had an entire dedicated practice around influencer marketing that does absolutely help your business if you've got the money and the wherewithal to like put it towards that. But at the end of the day, I'll take a barker MQ any day over a paid analyst who's going to say whatever he wants to in order to get that 50k.
- [53:34]
Megan Lueders
Hi, Michael Robin. I'm a former CMO head marketing now I do product marketing consulting.
- [53:39]
Kim Storen
So my question is about how once you've built an architecture and for teaching your sales enablers and solution consultants about
- [53:51]
Megan Lueders
the product or what you're selling, how to get them excited and properly enabled enough to tell that story.
- [53:58]
Kim Storen
Because that's a challenge I think a lot of us have. How do you market the marketing?
- [54:03]
Megan Lueders
I will say you said two different things or at least I interpreted marketing. Marketing is marketers challenge. All as marketers have to solve for that. That is a hard thing and have to make a concerted effort of it like we're on to the next thing and forget that we have to celebrate and make sure that the rest of the company knows about something that was done or how they can participate. But the first part of your question was around to me was around enablement, right? How can I have created all this great content now? I have messaging that should be delivered and evangelized by the sales team. How can I make sure that they are seeing it, they're excited about it. I will say sales enablement in particular has a lot of opportunity, but it really needs to be a very dedicated focus and it takes repetition, repetition, repetition. I will say where we talk about change and technology, there are a lot of great AI tools that have come of age that can help and augment that repetition to where it used to be. Hand on hand combat or the Salesforce model. As you train from the top down and you keep training so that everyone has to be able to recite the same message. That is hard to scale, but there are great AI technologies that are doing it. But I do think enablement requires repetition, consistency, testing, validation. But there is no better substitute than getting market validation by going out into the field with your customer or with your sales reps to see how it's being utilized and received, it being receptive and this modify accordingly.
- [55:26]
Kim Storen
And I'll say too, I mean, at least with I've experienced now over the last year as I've rolled out, a five year strategy is to have a little fun with it. And so I'm co leading our five year strategy with our chief product and strategy officer. And I wasn't sure going into it if his sense of humor was going to be on the same wavelength as me because I have a ridiculous sense of humor and you either like it or it makes you uncomfortable. And he like jumped in and was willing. So we built and deployed this five year strategy. We really simplified it. We used some pretty old kind of Starbucks and McDonald's approaches to really simplify and make it graphical and also easy to consume. And then we had some fun. So we rolled it out with a talk show and he went along with it and he did a Dave Letterman top 10. He did all of the, the bits that we could pull in. We did a segment that was basically, we had a customer, Wingstop that we wanted to show how our strategy and reference architecture was kind of the exact transformation that they were going. And he, God bless him, was willing to do hot links. So we ordered Wingstop and he interviewed the sales guy and they ate spicy wings and it was hilarious. But the sales people remembered it, they remembered the story, they remembered the way that it was delivered. We're going into our kickoff in a couple weeks and we're doing trends and we found this hilarious Saturday Night Live episode with Aidy Bryant from like a couple years ago with these trendsetters and we're going to reinvent the trendsetters. And instead of talking about what to wear and when, we're talking about cybersecurity trends, we're talking about AI, we're talking about digital transformation and having some fun with it. And we're seeing that it's resonating because we're not doing the same old same old that the sellers have gotten used to seeing. And nothing against our sales enablement team, but they have kind of a rinse and repeat model and we're shaking it up. I'm Amy Tarkeyton, I own an agency here in Austin. Culture and industries. We optimize blog content, we turn blogs into digital hubs so that companies can make money. So my question is really more about like the people relationships within your organizations. So I think that like the C suite has a lot of concepts, strategies that you need to happen. So how do you work or what are some of the things that you do with your direct reports with your VPs and directors to make sure that like what you're thinking actually cascades down and these strategies and creative assets come to life? My mentality, it kind of starts at the very beginning in the top. So we, we co created, my leadership team and I and then rolled it out to the team a marketing manifesto. So it's not taking away from our corporate values and purpose, but it's how do we want our marketing team to work as one of the most collaborative functions in the business, we want to have a little bit of a different vibe to our marketing culture. So that manifesto is the starting point for that. We get together once a quarter with the entire team and have kind of a very specific conversation around priorities and how we're tracking against the priorities that we put in place. One of our core values is that there's no bad ideas. And we've created a a lot of different ways. We do a monthly ops review that's really like metrics focused. But the team has a monthly marketing initiatives call that I am not involved in that people bring big ideas to the table and then the team bubbles them up and comes and has a conversation around where they want to see investment. And then I personally have a monthly office hours where people can just book 15 or 30 minutes of my time and have a conversation about anything. And so recently I had a conversation with somebody, should I go get my mba? Did you like your mba? Is that a good investment that you made? I've had conversations with people.
- [59:42]
Podcast Host / Moderator
What's the short answer to that, by the way?
- [59:44]
Megan Lueders
I was curious for me were an answer a one or I need students here. McCombs that I've invited Santa Reyes.
- [59:52]
Kim Storen
Best two years of my life, though. But you, you have to pivot your career to make your money back. Don't stay in marketing and be in marketing.
- [60:00]
Podcast Host / Moderator
All right, we got a wrap. I hate to cut it right, but look, I mean, we have to get up anyway, so. So can you stand up and do a round of applause for this amazing panel? That would make me real happy.
- [60:12]
Dave Gerhardt
Hey, thanks for listening to this podcast. If you like this episode, you know what? I'm not even going to ask you to subscribe and leave a review, because I don't really care about that. I have something better for you. So we've built the number one private community for B2B marketers at exit 5. And you can go and check that out. Instead of leaving a rating, rating or review, go check it out right now on our website, exit5.com our mission at Exit 5 is to help you grow your career in B2B marketing. And there's no better place to do that than with us at exit 5. There's nearly 5,000 members now in our community. People are in there posting every day, asking questions about things like marketing, planning ideas, inspiration, asking questions and getting feedback from your peers. Building your own network of marketers who are doing the same thing you are so you can have a peer group or maybe just venting about your boss when you need to get in there and get something off your chest. It's 100% free to join for seven days, so you can go and check it out risk free. And then there's a small annual fee to pay if you want to become a member for the year.
- [61:11]
Podcast Host / Moderator
Go check it out.
- [61:11]
Dave Gerhardt
Learn more exit5.com and I will see you over there in the community.