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B2B Marketing with Dave Gerhardt

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 lead...

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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 (04:13) - - What is Win/Loss analysis and why it matters (06:50) - - Why companies obsess over lost deals (and why that’s a mistake) (09:08) - - The real value of analyzing won deals instead of just losses (11:39) - - How to identify your best customers and find more like them (13:31) - - The power of competitive intelligence in shaping positioning and sales (15:44) - - How to ethically gather insights from former competitor employees (18:54) - - Common mistakes companies make when running Win/Loss programs (21:09) - - How to structure a Win/Loss interview for maximum insights (25:27) - - The key questions to ask during Win/Loss interviews (28:45) - - Why sales and marketing alignment is critical for Win/Loss success (32:10) - - How Win/Loss analysis can influence product roadmap decisions (34:55) - - The best way to present Win/Loss findings to executives (37:25) - - How to turn insights into action and drive real business impact (40:30) - - A step-by-step guide to launching a Win/Loss program (43:37) - - 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 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
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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 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
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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 [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 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
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58:12
#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 [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 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
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52:20
#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 [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 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
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59:03

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About 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.

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