The Dave Gerhardt Show (from Exit Five)

#405 | Dasha sits down with Casey Patterson, who runs North American ABM at Snowflake, to talk about what ABM looks like as AI reshapes it - live from Drive. Casey explains why the next era of ABM moves past the account to the individual, how her team goes from an account’s intent spike to a personalized gift in four days, and what she means by “tokenomics,” matching the right AI tool to each job. She shares how she inspires her team to disrupt their work a little every week so they never fall behind. Casey dives into her “database washing machine” project for cleaning expired marketing data and an agent that tells sales which event to invite each account to. In the end, Casey names one thing she won’t let AI replace (the direct sales connection), and her 2027 bets on account-based billboards and CMO-to-CMO video.
Timstamps

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
***

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

#404 | Dave chats with Hillary Carpio, VP of Growth Marketing at Snowflake, about account-based marketing. Hillary runs a 20 person team focused on ABM at Snowflake today.
They discuss why Snowflake has been an "account-based organization", ABM vs. Demand Generation, how to measure ABM, what an effective ABM campaign looks like, creating a tiered ABM strategy, how marketing exists to support sales at Snowflake and why it works, how tools like ChatGPT and Jasper can help ABM marketers, and more.
Timestamps

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
***

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

#403 | We asked six B2B marketers a simple question: what’s the most creative way you’re using AI in your process right now? What tools you reach for, which prompts you run, and where you refuse to relinquish control to AI.

Each marketer shared their best creative AI workflow, from start to finish. Then, they answered questions live. 

What you’ll walk away with:

Six real creative workflows you can steal – from brainstorm to final production
The specific tools that have earned a place on these teams (and the ones that got cut)
When to trust AI for speed and when to protect the work with human judgment

Speakers:

Josh Mendelsohn, Pendo: Turn your persona research into a prep doc sales looks forward to
Caitlin O. Bigelow, Blazel: Build a lead magnet that grades a year of LinkedIn posts against 30,000 peers
Alexandra Franco, Empact: Turn hiring posts and public signals into a plan for reaching your ICP
Jessica Rosenberg, Gamma: Build one Skill file that lets any team member prototype an on-brand landing page
Mike Fredrick, Walker Sands: Refresh campaign creative by testing 200 AI models at once
Maya Shah-Ceccotti, Passage Health: Turn your positioning into the context every AI tool starts from

Timestamps (00:00) - Intro: making more content without losing creativity

(05:30) - The survey: more content, but only 18% think it’s better

(08:52) - Josh, Pendo: an AI skill for sales call prep

(15:37) - Caitlin, Blazel: AI lead magnets and a LinkedIn report card

(22:00) - Alex, Empact: an AI chain to find and qualify accounts

(29:44) - Jessica, Gamma: a brand skills library for the whole company

(36:37) - Mike, Walker Sands: node-based AI production

(43:50) - Maya, Passage Health: nine positioning questions behind an AI system

(48:55) - Voting on the winning play

(50:04) - The Exit Five community and the Experts Network

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
***

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

#402 | Dasha interviews Colin Kendall, CMO at SC&H, live at Drive. They discuss how a brand that isn't a household name can build a brand and pipeline. Colin attributes the success to events - his team turned them into a measurable revenue channel by going beyond the sponsor booth. They focus on getting their own experts on stage, and repurposing that content afterward to build touchpoints with people who'd never heard of them. He explains how to get time-strapped executives to build a real LinkedIn presence and why standing out in the age of AI slop means having a point of view that's uniquely yours. He also dives into how his team scales their CEO's voice by turning his Slack posts into LinkedIn content. Plus, why he's betting on employee advocacy and personal branding in 2027, and how gamifying it (like Exit Five's Clout Cup) makes it stick.
Timestamps (00:00) - Marketing a firm that sells expertise, not software

(01:31) - Inside SC&H: a hands-on alternative to the Big Four accounting giants

(04:13) - SC&H's biggest 2026 win: proving events drive real revenue

(05:04) - Why a sponsor booth isn't enough: get your experts on stage

(06:04) - Make one speaking slot last all year by repurposing the content

(07:01) - Turning in-house experts into credible LinkedIn thought leaders

(09:02) - The AI slop problem: why your point of view has to be your own

(11:04) - Repurposing leader's Slack messages as LinkedIn posts

(11:53) - The 2027 bet: employee advocacy and personal branding

(13:48) - The Clout Cup: using competition to drive LinkedIn growth

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
***

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

#400 | Lashay Lewis helps B2B SaaS companies create profit-driven content strategies. We talk about why a B2B content strategy should be built from the bottom of the funnel up, why she interviews sales teams to understand "life before using the product" and why she interviews customer success teams to understand "life after using the product" and how that influences content strategy, how writing influences buyers, the power of a strong company POV, training in-house writers and freelancers in a way that scales, where podcasting fits in a B2B content strategy, why search volume can be misleading, and thoughts on how content marketers can use AI.
Timestamps (00:00) - Why timeless marketing fundamentals still beat chasing new tactics

(03:45) - Why bottom-of-funnel content actually converts

(06:57) - Why search intent matters more than search volume

(13:06) - The customer research questions that make content convert

(15:14) - How to write content without interviewing experts every time

(24:36) - Feature mapping: turning product features into customer pain points

(31:55) - Companies that get bottom-of-funnel content right

(35:41) - Repurposing one converting article across every channel

(43:03) - Wrap-up and where to find Lashay

Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Brought to you by:
Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.
Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive.
Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.
Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive.
Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.
***

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