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we asked them before the retreat. here's what they said View in browser (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P5m_5PW7lCGcx6lZ3nHW5K4f557l23HlN4sLgV5fd5kJW3yv9r02nWnHSW8rD3pn5sKnjbVwRP-T3BKHWJW3PXqV87MpDZtVzJmlq7GDq0mW3YWrWw61g1jhW3qwrmG3ZD2TDW90f8rH2-Cq6YN2-HkD8HNh-pW9jN4826T-3fqW2Mx__N1SyQ-5W3Y8zcG20btV6W7bwF8P7ZwKB0W2M9DKc2YmSB6W92l3tK5dsDtRW1M6sWj65h6vZN7nVqsScBgZ4V732Cz53FMzCW8LYQjQ4WPgWqN2Vh1NjbFTB1W7-cLD055jLK2W4zKqr-4TdLnHW4LM5yd6rs_2rW4nH8nk5k5r1dW3X3G_55bwtlpVMZZZ01t3pd9N7lq6M51638NW5xXjFS2rqPnPW91RLqH3Y-62sMWM0DY8grN_W7YqzTK2Ks571W6wLFhV7JZ0LBW1SFKjh5pHG-rW4cp5NT6Q66f0W61Y3LZ7xBj9dW7nWMf34rVNW8W9lHwXB7tF7ryW7cBq4M77Lg1tf8FHKSP04 ) March 19, 2026 Subscribe To Newsletter (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3mWW25zL5f1FTdNxN4Y5rZ987xBKN7nrrjJL1cdCW8qdJWs8QTPx8W43DB7X6L2rfjW1-MqQg2Q1ZlkW6pkWhK6Ypv4SW2LtSkZ5fg0S8V9hHC51W7wZ6W4mc6k48zDMh4W1j5WnD6yy6gqW2380P5509bqrW5176Tf1Crb6dW8jzGVy65f6kGW8qnvzV6_6MLhW7FTtN096TGMmW4p-Bff2KgY55W7jY9QM7pjys6W1lTLtY8Vc9KNW788ChP4YMd9HW3JT5Fz41QK6SW7NTNLT5RqNNTW1KtV1T4Ll7fTW7PhRWP3qJ6f3f6H8lYR04 ) Dave's Newsletter Header (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3mWW25zL5f1FTdNxN4Y5rZ987xBKN7nrrjJL1cdCW8qdJWs8QTPx8W43DB7X6L2rfjW1-MqQg2Q1ZlkW6pkWhK6Ypv4SW2LtSkZ5fg0S8V9hHC51W7wZ6W4mc6k48zDMh4W1j5WnD6yy6gqW2380P5509bqrW5176Tf1Crb6dW8jzGVy65f6kGW8qnvzV6_6MLhW7FTtN096TGMmW4p-Bff2KgY55W7jY9QM7pjys6W1lTLtY8Vc9KNW788ChP4YMd9HW3JT5Fz41QK6SW7NTNLT5RqNNTW1KtV1T4Ll7fTW7PhRWP3qJ6f3f6H8lYR04 ) Presented By TLDR Logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpb_C5fkwKW50kH_H6lZ3ntW1vgS5D5Sf-BgW4ywpbm5Lf1XNW507Ynv3bnkt9W8PlwKR7kd7gbW6Y7sCG8wY60hW856L1t16S6r_W244gv76wxG6JW25_bc_1ZLknDW6z2tKT2j3Lh-W3JVwF63WF1ZCW11dvsc6KbrnhW7FfmWN48pM88W328r2K38sQ6tW7s7T-x37PhFyW2DZqZF6ZX-3LW8_X5fz1h6_mgVMb8lR8m4nK0W11sQtS1XcbT4VNFYs42yGp_sW78V8T_10fVk4W9ff-xQ1FGSxKW4xfcVQ2Bs07YW5DYGQB1Tk-YJW771qJy4kd7SfW2Q1yWY7cfG5qW2TfQLG8Qj5_rW2gtz9L6FdLcpW1LtsKP5mxl1vW6m5GM12-fqdFW5ZnWvD2P3gJ4W60Qfp98kq1mHW3gzPZm96slFFf20lH7604 ) A Byte Sized Daily Tech Newsletter (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpb_C5fkwKW50kH_H6lZ3ntW1vgS5D5Sf-BgW4ywpbm5Lf1XNW507Ynv3bnkt9W8PlwKR7kd7gbW6Y7sCG8wY60hW856L1t16S6r_W244gv76wxG6JW25_bc_1ZLknDW6z2tKT2j3Lh-W3JVwF63WF1ZCW11dvsc6KbrnhW7FfmWN48pM88W328r2K38sQ6tW7s7T-x37PhFyW2DZqZF6ZX-3LW8_X5fz1h6_mgVMb8lR8m4nK0W11sQtS1XcbT4VNFYs42yGp_sW78V8T_10fVk4W9ff-xQ1FGSxKW4xfcVQ2Bs07YW5DYGQB1Tk-YJW771qJy4kd7SfW2Q1yWY7cfG5qW2TfQLG8Qj5_rW2gtz9L6FdLcpW1LtsKP5mxl1vW6m5GM12-fqdFW5ZnWvD2P3gJ4W60Qfp98kq1mHW3gzPZm96slFFf20lH7604 ) Hello from Arizona (2,500 miles across the country from Vermont where I live if you're not familiar) where I'm here on-site for our first annual Marketing Leadership Retreat. The forecast says we're going to be in 100 degree heat and I don't even care, I'm so happy to be on the road, buzzing with our community and schmoozing with a bunch of CMOs for a bit. Can't replace the buzz from IRL. This is not a bit either. It is good for me to get out of the house, plus we just came off of winter break and all need a break from each other… PS. this email was created in Knak (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc143prCCW7Y8-PT6lZ3l5W1gn3gd1sbxQVW2sWZq97c0XpBW1cPZ0540qBj4W8LtmNZ8QC6TFW4J-yPX4PsqngW2XvwHS2jNxryF8vnWCwCg4zMFPc4JgwMc8W9c0CrW18LtY7W5VD1Yf3WBvwdW1Bnzb12pZfWTVlV77Y3PG54MW1zSC8s1r4596W1f67rh1qjj9XW4hMjZX1X4yqZW3QGGd15sRhTyW6NRqZ57bTDjwW70p-d42FvFv0W6z90Sk3VkxnTW6633jh4PXypQW3YCLmY6KBNQ_W3djsfC73tnM3W78VXK37XK3MhW8Ps4gn5qhcQ6N2YBJ5SpVGjYW5ltt0l5M4_0gf7G8_kK04 ) , which lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more about Knak here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc143prCCW7Y8-PT6lZ3l5W1gn3gd1sbxQVW2sWZq97c0XpBW1cPZ0540qBj4W8LtmNZ8QC6TFW4J-yPX4PsqngW2XvwHS2jNxryF8vnWCwCg4zMFPc4JgwMc8W9c0CrW18LtY7W5VD1Yf3WBvwdW1Bnzb12pZfWTVlV77Y3PG54MW1zSC8s1r4596W1f67rh1qjj9XW4hMjZX1X4yqZW3QGGd15sRhTyW6NRqZ57bTDjwW70p-d42FvFv0W6z90Sk3VkxnTW6633jh4PXypQW3YCLmY6KBNQ_W3djsfC73tnM3W78VXK37XK3MhW8Ps4gn5qhcQ6N2YBJ5SpVGjYW5ltt0l5M4_0gf7G8_kK04 ) . TOGETHER WITH TLDR (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpb_C5fkwKW50kH_H6lZ3ntW1vgS5D5Sf-BgW4ywpbm5Lf1XNW507Ynv3bnkt9W8PlwKR7kd7gbW6Y7sCG8wY60hW856L1t16S6r_W244gv76wxG6JW25_bc_1ZLknDW6z2tKT2j3Lh-W3JVwF63WF1ZCW11dvsc6KbrnhW7FfmWN48pM88W328r2K38sQ6tW7s7T-x37PhFyW2DZqZF6ZX-3LW8_X5fz1h6_mgVMb8lR8m4nK0W11sQtS1XcbT4VNFYs42yGp_sW78V8T_10fVk4W9ff-xQ1FGSxKW4xfcVQ2Bs07YW5DYGQB1Tk-YJW771qJy4kd7SfW2Q1yWY7cfG5qW2TfQLG8Qj5_rW2gtz9L6FdLcpW1LtsKP5mxl1vW6m5GM12-fqdFW5ZnWvD2P3gJ4W60Qfp98kq1mHW3gzPZm96slFFf20lH7604 ) This Ad Channel Drove $75k in Pipeline (Hint: It Wasn't Google or LinkedIn) (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpb_C5fkwKW50kH_H6lZ3ntW1vgS5D5Sf-BgW4ywpbm5Lf1XNW507Ynv3bnkt9W8PlwKR7kd7gbW6Y7sCG8wY60hW856L1t16S6r_W244gv76wxG6JW25_bc_1ZLknDW6z2tKT2j3Lh-W3JVwF63WF1ZCW11dvsc6KbrnhW7FfmWN48pM88W328r2K38sQ6tW7s7T-x37PhFyW2DZqZF6ZX-3LW8_X5fz1h6_mgVMb8lR8m4nK0W11sQtS1XcbT4VNFYs42yGp_sW78V8T_10fVk4W9ff-xQ1FGSxKW4xfcVQ2Bs07YW5DYGQB1Tk-YJW771qJy4kd7SfW2Q1yWY7cfG5qW2TfQLG8Qj5_rW2gtz9L6FdLcpW1LtsKP5mxl1vW6m5GM12-fqdFW5ZnWvD2P3gJ4W60Qfp98kq1mHW3gzPZm96slFFf20lH7604 ) TLDR Delve Case Study (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpb_C5fkwKW50kH_H6lZ3ntW1vgS5D5Sf-BgW4ywpbm5Lf1XNW507Ynv3bnkt9W8PlwKR7kd7gbW6Y7sCG8wY60hW856L1t16S6r_W244gv76wxG6JW25_bc_1ZLknDW6z2tKT2j3Lh-W3JVwF63WF1ZCW11dvsc6KbrnhW7FfmWN48pM88W328r2K38sQ6tW7s7T-x37PhFyW2DZqZF6ZX-3LW8_X5fz1h6_mgVMb8lR8m4nK0W11sQtS1XcbT4VNFYs42yGp_sW78V8T_10fVk4W9ff-xQ1FGSxKW4xfcVQ2Bs07YW5DYGQB1Tk-YJW771qJy4kd7SfW2Q1yWY7cfG5qW2TfQLG8Qj5_rW2gtz9L6FdLcpW1LtsKP5mxl1vW6m5GM12-fqdFW5ZnWvD2P3gJ4W60Qfp98kq1mHW3gzPZm96slFFf20lH7604 ) This ad channel drove real pipeline (and it wasn’t Google or LinkedIn). ThreatSpike, a cybersecurity monitoring solution, needed a way to compete with major players, gain market share, and do it all with a small team and limited budget. So instead of dumping more money into saturated ad channels, they shifted spend to ads in TLDR’s high-signal newsletters (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpb_C5fkwKW50kH_H6lZ3ntW1vgS5D5Sf-BgW4ywpbm5Lf1XNW507Ynv3bnkt9W8PlwKR7kd7gbW6Y7sCG8wY60hW856L1t16S6r_W244gv76wxG6JW25_bc_1ZLknDW6z2tKT2j3Lh-W3JVwF63WF1ZCW11dvsc6KbrnhW7FfmWN48pM88W328r2K38sQ6tW7s7T-x37PhFyW2DZqZF6ZX-3LW8_X5fz1h6_mgVMb8lR8m4nK0W11sQtS1XcbT4VNFYs42yGp_sW78V8T_10fVk4W9ff-xQ1FGSxKW4xfcVQ2Bs07YW5DYGQB1Tk-YJW771qJy4kd7SfW2Q1yWY7cfG5qW2TfQLG8Qj5_rW2gtz9L6FdLcpW1LtsKP5mxl1vW6m5GM12-fqdFW5ZnWvD2P3gJ4W60Qfp98kq1mHW3gzPZm96slFFf20lH7604 ) for tech professionals. The results? - $25K–$75K in pipeline generated per campaign - Just one ad placement opened a warm conversation with a 30,000-employee enterprise - One qualified lead often covered the entire campaign cost, making ROI a no-brainer This didn’t happen by accident. It worked because they reached the right audience, executed tightly, and treated newsletter ads like a real demand channel — not an experiment. Read the case study here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpb_C5fkwKW50kH_H6lZ3ntW1vgS5D5Sf-BgW4ywpbm5Lf1XNW507Ynv3bnkt9W8PlwKR7kd7gbW6Y7sCG8wY60hW856L1t16S6r_W244gv76wxG6JW25_bc_1ZLknDW6z2tKT2j3Lh-W3JVwF63WF1ZCW11dvsc6KbrnhW7FfmWN48pM88W328r2K38sQ6tW7s7T-x37PhFyW2DZqZF6ZX-3LW8_X5fz1h6_mgVMb8lR8m4nK0W11sQtS1XcbT4VNFYs42yGp_sW78V8T_10fVk4W9ff-xQ1FGSxKW4xfcVQ2Bs07YW5DYGQB1Tk-YJW771qJy4kd7SfW2Q1yWY7cfG5qW2TfQLG8Qj5_rW2gtz9L6FdLcpW1LtsKP5mxl1vW6m5GM12-fqdFW5ZnWvD2P3gJ4W60Qfp98kq1mHW3gzPZm96slFFf20lH7604 ) to see exactly how they did it — and what you can take away if newsletter ads are on your 2026 radar (hint: they should be). What 100 CMOs Say Their Biggest Challenges Are Right Now We're on the road this week. In Arizona with ~100 VPs and CMOs, all in-house B2B marketing execs, for the first annual Exit Five Marketing Leadership Retreat (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3nBW4Q9Fln93vymdN9cB7BXlcpcxW17Zd743mFF8mVmMQR55QT_BRVv7xHB3jL1FlW1CM8_R3hCYwCW7ndFlt7P7T3XW9j8RBh5RJcC4W2yLT-Y1xWNlJW1BHxlv6-TvYVW4Gtddx8Qk_SvW6fMT3Q4_mBTSW2mv2GB85zW5DW719hkp5cNFYGW1NPwvV4W6H2tW46P45C5mTv2jW5jhyCc2jdl_RW6JFcZ46y-KW-N5cbPsqKTlB4W2nJFfK5--FJCW7-BFH332RdfJMN6yhYTKY87W4SZKBm5_MjqqW6q3D-R2x0Hy4f1t6Hp204 ) . Yes yes I know; the power of marketing automation has allowed us to schedule this email in advance (don't tell anyone this dirty secret), but it really is me. Writing this now, and then making sure we had a place holder for a good photo here for proof: Since we're here, I wanted to share something with you all back home as it relates to how leaders are thinking about marketing right now. Before the retreat, we polled all of the marketing leaders at companies ranging from $50M to $500M+ in ARR. We asked them a simple question: what are your top marketing priorities and challenges heading into 2026? The results were telling about the state of B2B marketing today, so I wanted to share in today's newsletter. Ground breaking? No. But that's not the point. This will make you feel like you aren't alone and there's probably someone out there going through the same stage of growth and challenge you are. 1. AI Is the #1 Priority. But Nobody's Figured It Out Yet. No surprise here. 85% of respondents named AI adoption as their top priority for 2026. But the interesting part is what they're actually saying about it. This goes way beyond the cute use cases you see on LinkedIn and from AI creators showing you all the new things to do with new tools. The pressure looks different depending on where you sit: "I need practical use cases and quick wins to show." — VP of Marketing, $25M ARR "We are expected to be using AI to scale marketing efficiently." — VP of Marketing, $30M ARR "We are under pressure to demonstrate hard savings and additional value created via AI adoption." — CMO, $450M ARR "Wondering am I moving fast enough on AI transformation — not just adopting tools, but truly rethinking how marketing works from the ground up." — CMO, $600M ARR Read those in order. The anxiety scales with the company. At $25M you're trying to find quick wins. At $600M you're wondering if you need to rethink how the entire function operates. Or on a simpler level, just trying to figure out which AI tools you can safely get through compliance and legal. Different problems, same theme: everyone knows AI matters, nobody feels like they're far enough along. Also important to note something I keep hearing: huge gap between perception and reality. What people are saying about AI on LinkedIn is dramatically different from what is actually happening inside a marketing org at one of these companies. Btw, if you need a good resource on AI here's a live session we did on How Marketers Are Creating High Quality Content with AI (That's Not Slop!) (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc143prCCW7Y8-PT6lZ3lvW6stQBQ3WjsFrW4vFRyT2x-sw3W5Nx9_R3Vy0WGW6p1nBN4lxhNtVzD9wD74dvl_MRFQQT904HSW6XpJLB7bp1gBW7pr1--5V30cpW4r4BK411vpr9Vq48Py97Z45nW6NtrY68k7DHnW2pQfk62zLtWFVVC3w-7yLJKDW2K1_8g5qf6BfN53DN9jgb9S7W47DjwQ5CSJdvW3-KxNr24NY22W7j3Hwz1DXsBNW2f2PRr3PSJYJVXYs6G8SMx_PW1fbM501TYTTZW851cTF3PzSyMN10YbRjC4WqCW99WmM11J7sNYW9hNKPl84RL2fW26xB-L1bnMtLf8cQ8DY04 ) 2. Grow More, Spend Less, and Prove Marketing Did It. No Problem, Right? Every single respondent talked about revenue growth in some form. But the framing has evolved. Nobody is talking about driving more MQLs anymore. The language has shifted to marketing-sourced and marketing-influenced pipeline, pipeline quality over volume, and tying marketing to ACV expansion and retention, not just new logos. "We need to tie marketing more directly to revenue outcomes — not just MQLs, but marketing-sourced and marketing-influenced pipeline, ACV growth, and expansion revenue." — VP of Marketing, $85M ARR That quote could have come from any of the 100 responses. The mandate is the same everywhere: grow more, spend less, and prove that marketing did it. Prove is the key word. The bar for accountability has gone up. One leader shared that marketing directly contributed $3M in bookings and influenced 80% of total bookings last year. That's not a vanity metric for the sake of this newsletter. That's the new standard people are being held to. It's not enough to grow. You have to prove marketing did it, for better or worse. I didn't make up the game, I'm just telling you the rules everyone is trying to follow. The sad part is it almost doesn't matter if marketing drove the growth if you can't prove it. 3. Everything Else Keeping Marketing Leaders Up at Night Beyond AI and revenue accountability, a handful of challenges showed up again and again across the group: Team too small for scope. Multiple leaders described teams of 2 to 7 people responsible for demand gen, brand, events, PMM, content, and operations. With aggressive growth targets on top. Realistic? Caught between strategy and execution. Marketing leaders noted feeling pulled between the strategic work they were hired to do (positioning, GTM, C-suite influence) and heavy day-to-day execution that eats up all their time. One VP put it this way: "I'm the face of the company, but for that you need time, and I don't have time because I'm so busy with the operational work." AI search disruption. This one is newer. Companies that built their growth engine on SEO-driven inbound are watching AI search behavior change fast. For inbound-dependent orgs, this is a real funnel risk, not a hypothetical one. Moving upmarket. Several companies in the $10M to $100M range are trying to shift from SMB or mid-market into enterprise sales. That changes everything: the messaging, the GTM motion, the sales cycle, the content. Multi-product GTM. Another stage-specific challenge. Companies that grew on a single product are now trying to figure out how to message, position, and sell across multiple products. The messaging and GTM complexity compounds fast. Structural misalignment after acquisition or reorg. Teams getting folded into larger orgs post-acquisition, losing autonomy, dealing with role confusion and layered processes. One leader described it as "a lack of accountability because processes and roles are overcomplicated." I'm not going to pretend we have all the answers. But that's kind of the point of getting 100 of these leaders in the same room this week. We're going deep on every one of these topics in Arizona. I wish I could have everything recorded for you and share, but that would get me in big trouble since the whole point of this event is to be off the record. So this is the best I can do for now. If any of these land with you and what you're dealing with right now, I'd love to hear it. If you're looking for a peer group, consider joining us in Exit Five's CMO Council (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc1H3prCCW95jsWP6lZ3pHW8JbRD_42BN2mW2gyryl6XYcZwW4dB5lG3zWf2CW3_KRff48LR54W89xy9m20Gz0TW22z3LH68gcCfW3MlMbP8PxkJzW1C2n_d46_djtN5_lQxZGsdfcN1lMvQFJ9L3SW7NBpBz3VdfngVfxRcy58HJXKVnqyFG2JwsmhW3FXb_B89chPMW3kQTN-2vrGPtV17Kln29DcZvN5fzsmqnmZ4qVSHvvv77tQwBV2Ccm68l_xLcW2FsNYJ3pGjlzVj3yTd8Q-gXfW9jMbqW303_n1W7S1q5W2_PtzXW1RZ9KX12-cBPVcpWJ_1NpX5qW51KCY757zTtfW1dMWv86GvLn_W4ByF234wXD4BN6FqfJnXdF5wW4rcv417WHf1rf7fGkkg04 ) . — Dave P.S. Which of these challenges is the biggest one on your plate right now? Hit reply and tell me. Maybe you can come to our next MLR if this one is a big hit and we do it again in year two. Golf yesterday with Colin #foundermode 📺 UPCOMING EVENTS Drive - September 8-10: The Lodge at Spruce Peak, Stowe, VT (exitfive.com/drive (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3kMW1zPpl933m7lKW180Zvq1xVhjGW5fTlVz5nCq40W4w2XBK2d1GVJW74Xn9M3jhlQxVYH-5P8gq3kmW9dsJWg5B0DNQW8VtKVK3SMyWhVh7XNt3JKSqMV9fLjY3t1FvGW5DQbNh7m8JSdW4gjWJ24zvwtfW5yQ8S892lj_GV8fCtc4ymfL-W1lXb_H3rtMMqVJhT2H6yX2bJW6tCGfW61sRldW8X0Bd96fZhfjW1K_lzf3qJMPpW8MP5lj1ZcCz7W68sFyV4wbGNDN69xx5XNRmD5W91PbWg3w1CzTW7jHRH16p_dd7f6R_lrK04 ) ) Exit Five Pro Members Only - March 20th: AI for Solo Consultants: A Conversation About Reclaiming Time - March 20th: Local Meetup: Phoenix, AZ - March 23rd: Sales Deck Audit Week: Why Your Slides Die in the Field - March 25th: Women in B2B: Staying Agile and Navigating Uncertainty - March 26th: Local Meetup: San Francisco, CA - March 27th: Using NotebookLM to build your best AI context - March 31st: Social Proof Playbooks: Building a Testimonial Engine in Healthcare & Health Tech If you are an Exit Five member, click here to RSVP to these events (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3lDW942l8m3mVQf3W1H5DyD49dSpVW3dLbb264vdDYW2_P0WG6C_0nKW2ftKF28vN0FRW4B9LrF96z-wyVH6DmC3N5z2qW3zKyRP3HVLs_W7lh-Xr4__b9pW15Cqg21ZcrJ5N7J5-gVDZ5lNW3Z7_wD4V94YVN7dP2BpP71_7W6svlv283FYpsW9f5hLj93LFZ7W3f9p-42RpfKJW8k4ddp3MYzWvN266hcZlTwDxW5h5Cjc7BkvwrW8CN1cG8DZ7lBW7-vjFY1lGd7pW6mqndy1LK_SFW3HryPy7-R9rBW1jZ1np7fJZ7HdcSSXT04 ) . 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Join Exit Five Today (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc1n3prCCW8wLKSR6lZ3kLN6f6dT59jYTpN5NDGTQ602hnN71f2CHKP6fxN8QP0hsGNfn9N3_6dRllXs6PW76MFf25Jjr4XW8m9Pgl8qD5jXW8qH2lR67X5mDW7GFHY52Kg1TTN7KyZF04-pLDW9gRG5y2M7d0gW1JqWyb4793QPW4LDddr2NypsbN8K3RHWry9FgW4Ygmyj4kHN12W5vkXCL1Kh8tjW7tRjN971Y-rkW4KRgVV4jWQsSW3Pyl5b1rVHKwW2BnM_s7Mbf5TW1qLPYR3dF8WQW5T4G8V40RfdfW9cKFK749h1nBW8-qnqM43_VB3W7hY6vG6Txl12W8-4wJZ2xkwPHW1SzNXW5VKRkmN1P4Y1TTgjLGf2LGtkT04 ) DRIVE 2026 TICKETS ON SALE (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3kPW6zs46v6Jj-Y-W5g47XX1HxYyNW2ZL0nG9ld_yCVdtB5V4Tr2H9W12NC3_18D5lBN18jfXTTTq5xW4LwQtB2kDnrXW7wFqzG1dXK7RW13f_b72fmRgGW2yjFfT2WpQ-2W3hh_My2xFKYCW6N1cgw283bJ1W7lRDgF8KcthYVW2mdr3qkGK6W27_ChG4fSjygVWbrRB92_BjNN3Hdlq0TLTKbMSNBVY1Cs2tW3YPBg-63t4ySW15fyKz84BdWcW93scdk8NPXvnW88kwzZ28vnJyW3jz69r2-yqd2W8Jn6q1467gG3f2D6qxC04 ) Drive 2026 (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3kPW6zs46v6Jj-Y-W5g47XX1HxYyNW2ZL0nG9ld_yCVdtB5V4Tr2H9W12NC3_18D5lBN18jfXTTTq5xW4LwQtB2kDnrXW7wFqzG1dXK7RW13f_b72fmRgGW2yjFfT2WpQ-2W3hh_My2xFKYCW6N1cgw283bJ1W7lRDgF8KcthYVW2mdr3qkGK6W27_ChG4fSjygVWbrRB92_BjNN3Hdlq0TLTKbMSNBVY1Cs2tW3YPBg-63t4ySW15fyKz84BdWcW93scdk8NPXvnW88kwzZ28vnJyW3jz69r2-yqd2W8Jn6q1467gG3f2D6qxC04 ) Join us at The Lodge at Spruce Peak in Stowe, VT for Drive 2026, September 8–10. Two days in the green Vermont mountains out of the office with people who get what you do. Come get smarter about B2B marketing through speaker sessions and workshops while connecting with your peers over breakfast, on a hike, or just walking from one session to the next. Early access discounted tickets are available now. Prices go up once they're gone. Grab your ticket now. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWcHB17x67dnVr5J6p8GbnRpW9ccHTJ5LRzhnN2bpc0P3prCCW7lCdLW6lZ3kPW6zs46v6Jj-Y-W5g47XX1HxYyNW2ZL0nG9ld_yCVdtB5V4Tr2H9W12NC3_18D5lBN18jfXTTTq5xW4LwQtB2kDnrXW7wFqzG1dXK7RW13f_b72fmRgGW2yjFfT2WpQ-2W3hh_My2xFKYCW6N1cgw283bJ1W7lRDgF8KcthYVW2mdr3qkGK6W27_ChG4fSjygVWbrRB92_BjNN3Hdlq0TLTKbMSNBVY1Cs2tW3YPBg-63t4ySW15fyKz84BdWcW93scdk8NPXvnW88kwzZ28vnJyW3jz69r2-yqd2W8Jn6q1467gG3f2D6qxC04 ) This newsletter was designed in Knak. Check them out here. 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Rippling does $500M+ in revenue. Yet their best ads were made on an iPhone in one afternoon. ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ View in browser (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF585m_5PW6N1X8z6lZ3nNW8LSyVP3YxXM6W8Ff6nf3wX36RW3RZTw_4QZ4tSW3Z3N3f90b33rV8Pmx68Wsk0_W2bDQzn4WDkKvN74Cy1V-dmFfVs8LDz6g13Z_W7gv53D5lCzbVW6qscgk6lSCdNW8P_9dw669BjZN57Y-ZrBBwkWW1XYBDK4SRBqsN24d3KNWFl2PW77CCFF8wdyrKW2ln3Xk9gZPxtVWrScT8wr5mNVK8bRJ6CY0ntN6KyDptD2r96W7b4ywM5VHgY_W90jLcs1MR_DdW4YL_fh1040fFW5X0z4y6j5_qNW91wpfP7lVKVLW8crKY57x0gdPN2zqv1FQR9XbW7xg0fv3X5tnKW44SlrK96Hgx1W99mYnX5QnsJWVfwt031PVCqqW1G307v1Ksx6_W4ZtwT01MpDW4N4DD9kh2LrVVW2-3wXm185qjbW7Wqc_b5f7y33W92d6Y96Sxh10W4PFNd35fXhJ4W3WtyR65Lr-G3f4dCDZv04 ) February 26, 2026 Subscribe To Newsletter (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3n_W7ZlqdR2P-Lf3W7r4dx-465F0nW8sFK2v5HDl8SVjcttn1wQBNZVHQxf84BtswDVk6ktw9jB33TVyVNGV2vXbz9W2GpzyK2GN_yFVxcXQz2hKRX4W2ndd4H8By-HgW8LWVhR5hkQpKW2GXw4b2qSmTfW1NV9HJ2fX1kKW9l6z6_1QFPhkW40W0Xv1yzJsWW3dZsjW6Thf0RW29dct84bv3__W29JLxn7RrrmXW8BmP3K6P4YdsVj7xbs7J6HDdW5h9g9v7xfCbcW6Lx7526m7Z4JN97PtcJ-3hJ7W6vGFsy1Rq5jff4sS1Xg04 ) Dave's Newsletter Header (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3n_W7ZlqdR2P-Lf3W7r4dx-465F0nW8sFK2v5HDl8SVjcttn1wQBNZVHQxf84BtswDVk6ktw9jB33TVyVNGV2vXbz9W2GpzyK2GN_yFVxcXQz2hKRX4W2ndd4H8By-HgW8LWVhR5hkQpKW2GXw4b2qSmTfW1NV9HJ2fX1kKW9l6z6_1QFPhkW40W0Xv1yzJsWW3dZsjW6Thf0RW29dct84bv3__W29JLxn7RrrmXW8BmP3K6P4YdsVj7xbs7J6HDdW5h9g9v7xfCbcW6Lx7526m7Z4JN97PtcJ-3hJ7W6vGFsy1Rq5jff4sS1Xg04 ) Presented by Customer.io Logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF583prCCW6N1vHY6lZ3p_W2-YVNF1bf50vW5DQTN-1FZ9CSW83qV8q15CCktW7C02516ZvnNDW2Lyz0t3L1gcrW5CtSJ15cJB72W4Zwggb37_ym1W8KMr5v5XrYF1W651K7D7qLqXPW6-VfwM4NCGY8W2_4Q391N4S2JN4Fd8S43MQn-W1h--773BR7MXVkx5Qh5JY7b2W8dvfmq4M9c-LV9YzQN8r0mn3W2SbNPp8BkjWxW52gw2z79pnmhW6SqJk88GbS0jW4fQk_38KJhkzF44SDS1jmyJW5QgZYY1TngRhf7d_9mF04 ) Customer engagement platform for marketers (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF583prCCW6N1vHY6lZ3p_W2-YVNF1bf50vW5DQTN-1FZ9CSW83qV8q15CCktW7C02516ZvnNDW2Lyz0t3L1gcrW5CtSJ15cJB72W4Zwggb37_ym1W8KMr5v5XrYF1W651K7D7qLqXPW6-VfwM4NCGY8W2_4Q391N4S2JN4Fd8S43MQn-W1h--773BR7MXVkx5Qh5JY7b2W8dvfmq4M9c-LV9YzQN8r0mn3W2SbNPp8BkjWxW52gw2z79pnmhW6SqJk88GbS0jW4fQk_38KJhkzF44SDS1jmyJW5QgZYY1TngRhf7d_9mF04 ) Hello and welcome to #227 of my newsletter. I’m Dave Gerhardt, founder of Exit Five (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF583prCCW6N1vHY6lZ3mDW4pXFdN8_R7JlW7J223R2_L-Q7Vgn_XR20VQh-W8Qf1SB7KvHBjN1n4Bwc1vTVPN5wZX0ysVn09W65LdYf7l214zW27n_2y4yHtNXW1fMlWk6R8PkKW7V_mW57xZjg9VyMn_03Mx3FbW90pG-G7ggVWyW4BpsnN3KSvr-W2Ffspz5H1m9XW9gTgp_52gTvhN18TfnLDGzT7W8NwMzP2x-r9dW6_zxvn98B6vlVm3DxJ6czmK-W3ZDpV-7p6TKPW82V2Ql7nCwc0W2B_4LV5FnKYcf8hVY0C04 ) and former CMO. I really write this newsletter (not AI) and my goal here is to share lessons and learnings about B2B marketing, insights from the Exit Five community, and to be a resource to help you grow your career and advance your skills in marketing. If you enjoy getting this newsletter, I’d love it if you told a friend about it. I also enjoy getting replies here because it is really me, so reply back after you read and say hello. PS. this email was created in Knak (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5M3prCCW7Y8-PT6lZ3lHW8PQPd_3xPjv6W5SfL_y4fMLmTN4FfmWHwFhlRVzX0q257JkxCW2pBYtY3P5Dn8W3F5jnG71gb5XW4sYCLq2cS6sFW1PHsF06TxFwBN5ZY7LwbN7qJW53tn-62kK-F8W3NLr6r6GHY2QW2PF3Gk6vgM4tW7h3tfH64WxRbN5HwLWxMDHyxW3ngbhM6Bw6WrW5wjFPx2NRwyDW8nFJXy8Cfn55W7StNDV3B4W1FW9h7Gxk6kRgdwW3FTS9P3mMz0LW1QZ-Cp7_gDF1W6m-SXf37B0S-Vy5J1c56zwRpW85sXkQ47wGYLVf1qsB3hXMCfW1M9Vll4zm20Mf1KgXwv04 ) , which lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more about Knak here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5M3prCCW7Y8-PT6lZ3lHW8PQPd_3xPjv6W5SfL_y4fMLmTN4FfmWHwFhlRVzX0q257JkxCW2pBYtY3P5Dn8W3F5jnG71gb5XW4sYCLq2cS6sFW1PHsF06TxFwBN5ZY7LwbN7qJW53tn-62kK-F8W3NLr6r6GHY2QW2PF3Gk6vgM4tW7h3tfH64WxRbN5HwLWxMDHyxW3ngbhM6Bw6WrW5wjFPx2NRwyDW8nFJXy8Cfn55W7StNDV3B4W1FW9h7Gxk6kRgdwW3FTS9P3mMz0LW1QZ-Cp7_gDF1W6m-SXf37B0S-Vy5J1c56zwRpW85sXkQ47wGYLVf1qsB3hXMCfW1M9Vll4zm20Mf1KgXwv04 ) . TOGETHER WITH CUSTOMER.IO (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3kYW3MdgkK2mFhFvW8wYP6Q3zkq10W5DlNmZ80KBMCN52b33DLzQ_yVh8p8_67F0TkW7QhsTn18nqVZW5nsRD115mcqbW4cZmWd5V2fG9W4_Zjs144ZW3hN4j6w2gwZsQlW20Wg42365QcmVB5WN77PpDyGW2PDkXk2z8VssW26rLtd7lr90DW1CYZrV3nc03mN1dbGq_J8TKVW6GjJx54Klqr3W7b2KpT6b41XFW4WZLVm6_-DN3W7chJB97_8JdMW7gDC5X3y9BZmW3zp5p63bRj3tW82fNG93tqS3dW9dRcc74HL3nmW8S0FJ03kRS8BVKqtdf1RD_zNW3-LS0h8BhH2wW7vh1mB5VMq-gW3qT5FK4L8y7KW57G5r64P__5ff5zv3kg04 ) The AI Companion Every Marketer Needs Right Now (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3kYW3MdgkK2mFhFvW8wYP6Q3zkq10W5DlNmZ80KBMCN52b33DLzQ_yVh8p8_67F0TkW7QhsTn18nqVZW5nsRD115mcqbW4cZmWd5V2fG9W4_Zjs144ZW3hN4j6w2gwZsQlW20Wg42365QcmVB5WN77PpDyGW2PDkXk2z8VssW26rLtd7lr90DW1CYZrV3nc03mN1dbGq_J8TKVW6GjJx54Klqr3W7b2KpT6b41XFW4WZLVm6_-DN3W7chJB97_8JdMW7gDC5X3y9BZmW3zp5p63bRj3tW82fNG93tqS3dW9dRcc74HL3nmW8S0FJ03kRS8BVKqtdf1RD_zNW3-LS0h8BhH2wW7vh1mB5VMq-gW3qT5FK4L8y7KW57G5r64P__5ff5zv3kg04 ) AI Guide Built for Marketers (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3kYW3MdgkK2mFhFvW8wYP6Q3zkq10W5DlNmZ80KBMCN52b33DLzQ_yVh8p8_67F0TkW7QhsTn18nqVZW5nsRD115mcqbW4cZmWd5V2fG9W4_Zjs144ZW3hN4j6w2gwZsQlW20Wg42365QcmVB5WN77PpDyGW2PDkXk2z8VssW26rLtd7lr90DW1CYZrV3nc03mN1dbGq_J8TKVW6GjJx54Klqr3W7b2KpT6b41XFW4WZLVm6_-DN3W7chJB97_8JdMW7gDC5X3y9BZmW3zp5p63bRj3tW82fNG93tqS3dW9dRcc74HL3nmW8S0FJ03kRS8BVKqtdf1RD_zNW3-LS0h8BhH2wW7vh1mB5VMq-gW3qT5FK4L8y7KW57G5r64P__5ff5zv3kg04 ) Your AI to-do list keeps growing. Try this tool. Write better prompts. Automate this workflow. Build an agent. It's a lot. You need something that cuts through the noise and helps you figure out where AI actually fits into your work. The Savvy Marketer's AI Companion Guide (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3kYW3MdgkK2mFhFvW8wYP6Q3zkq10W5DlNmZ80KBMCN52b33DLzQ_yVh8p8_67F0TkW7QhsTn18nqVZW5nsRD115mcqbW4cZmWd5V2fG9W4_Zjs144ZW3hN4j6w2gwZsQlW20Wg42365QcmVB5WN77PpDyGW2PDkXk2z8VssW26rLtd7lr90DW1CYZrV3nc03mN1dbGq_J8TKVW6GjJx54Klqr3W7b2KpT6b41XFW4WZLVm6_-DN3W7chJB97_8JdMW7gDC5X3y9BZmW3zp5p63bRj3tW82fNG93tqS3dW9dRcc74HL3nmW8S0FJ03kRS8BVKqtdf1RD_zNW3-LS0h8BhH2wW7vh1mB5VMq-gW3qT5FK4L8y7KW57G5r64P__5ff5zv3kg04 ) from Customer.io is the resource you'll keep coming back to. Here's what's inside: - Practical tactics for every stage of the lifecycle: acquisition, onboarding, retention, and expansion - Prompt templates you can actually use - Time-saving tips for where AI can save you hours — and where it still needs your human touch - A framework for thinking about AI as a strategic partner, not just a shortcut - Real use cases so you can see exactly how to apply this to your work Consider this guide the answer to your never-ending AI to-do list. Steal The Savvy Marketer's AI Companion Guide here. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3kYW3MdgkK2mFhFvW8wYP6Q3zkq10W5DlNmZ80KBMCN52b33DLzQ_yVh8p8_67F0TkW7QhsTn18nqVZW5nsRD115mcqbW4cZmWd5V2fG9W4_Zjs144ZW3hN4j6w2gwZsQlW20Wg42365QcmVB5WN77PpDyGW2PDkXk2z8VssW26rLtd7lr90DW1CYZrV3nc03mN1dbGq_J8TKVW6GjJx54Klqr3W7b2KpT6b41XFW4WZLVm6_-DN3W7chJB97_8JdMW7gDC5X3y9BZmW3zp5p63bRj3tW82fNG93tqS3dW9dRcc74HL3nmW8S0FJ03kRS8BVKqtdf1RD_zNW3-LS0h8BhH2wW7vh1mB5VMq-gW3qT5FK4L8y7KW57G5r64P__5ff5zv3kg04 ) Rippling's VP of Marketing on Why Scrappy Creative Can Win in B2B Ryan Narod, VP of Marketing at Rippling (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3phMc4nRDtQ1sPW2WhHj735_TssV9clZd5P9gkvN1wkCs67fQ9vW3L12C-4SFF_mW80X-Gj9gzgjKW5fR1Dr34bFHMW5s2LQd8Lk_nXW1jk6BX7VWqM5W36rFdJ60WFSmW71BlsR1ktqJ1W4pcK_x3HsgNhW18nyGb4RvkQPW62805z2Vp6CtVcjTl-6kHvkRN8DXJp_LlpB3W89ZJGL71njJBW3mmBDp6PX3QbW7pXhJ_4lz3CbN8P5vWDcPh00W2tlxn66vJCntW7g4Z6x3mmJJ7W3c-HbQ7VfzxwN2tmm-TTQvvQf4lW12j04 ) I don't get it. Why do so many ads look like ads? Instead of getting attention, they blend in and get ignored. These "ads" look more like email signatures or banners you might throw up at your tradeshow booth. I get why it happens. We're in B2B. We’re more worried about playing it safe, getting approval, and being "on brand" than we are about the one thing that actually matters: can I get someone to stop and click this? "I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product." - David Ogilvy (Ogilvy On Advertising, 1983) So B2B advertising should first be a game of attention, and right now Rippling is winning. They have built one of the best brands in B2B and they're a perfect example of what we’re saying here. They sell to HR. Doing $500M+ in revenue. Big marketing budget. And yet some of their best performing content was made by two people on the team who walked outside in NYC with an iPhone that afternoon. Ryan Narod (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3lzN1fQS1KgTRmHW8nK06P4grD1qW8NvmYq6vx-HrD-06DYKWXTW3_wzQ25lFgcVW5yKMgy8wcBg3W3W7lbK9bwG2gW59FzSy1Xm70BW7KRMpq1xTCbfW2Mg3mL2h8brmN2p2L3vd5CsgN7M7ZNRr3cWhW2txrqh3RH9VxW8gLpM599f-pWW7Km8ML6vlPLtW88-j906JR09VW7hRV7f4Zh-xRVr_8S7472znvW4FDJ9g55DFByVnxMk-124vkQW8xcdwC1xYbmKW1j-cDV82SvMlW7V8f9n71xK5HW3mwJxd3KzvqHdXWqq-04 ) is VP of Marketing at Rippling. His team tests scrappy iPhone content against polished, high-production creative and the scrappy stuff performs nearly as well. Sometimes better. I had Ryan on the podcast recently and he walked me through how they think about creative at Rippling. Here are three plays worth stealing. 1. Make It Look Like Anything But an Ad Rippling had a webinar coming up with a customer from chess.com. So they put the guy in a full chess piece costume, walked him around the streets of New York, and filmed a 30-second promo. For another webinar with Kraft Heinz, two people went outside, bought some hot dogs, and shot a promo on their phones. These are webinar promos. The most boring format in B2B. But you'd never know it. Your content is competing with friends, memes, news, and job announcements in someone's feed. A branded graphic with a headshot, a title, and a date isn't going to win that fight. The two people making these videos at Rippling aren't a production crew. One is their social media manager. Her role is to be the gatekeeper of quality for everything that gets posted. Teams across the company come to her with their webinar or product launch, and she figures out how to make it worth watching. That's a role worth thinking about, even if it's not a dedicated hire. Someone with taste who can push back and say "this isn't good enough yet" before anything goes live. 2. The iPhone Version Might Work Just as Well Rippling creates customer stories at every production level. They did a full cinematic piece with Barry's fitness. Real production crew, shot in LA. But they also send one person to a customer's office with an iPhone to shoot a case study on the spot. No script, no lighting rig, just a real conversation about how they use the product. Ryan's take: the high-production content doesn't outperform the lo-fi stuff by an order of magnitude. In many cases it performs about the same. And the scrappy version takes a fraction of the time and costs almost nothing. Most teams I talk to are waiting for the budget, the agency, the right customer. Meanwhile you could send someone to a happy customer's office this week with a phone and come back with a real piece of content by Friday. A real human, in a real setting, saying something authentic. That's what people actually want to watch. 3. Post It Organic First. Then Put Money Behind the Winners. Here's the play that ties it all together. Nothing at Rippling is "purely organic." Everything they create is designed to eventually fuel their paid engine. But it starts organic. They post the scrappy webinar promos, the customer videos, the weird street content. They see what gets traction. And then the winners get budget behind them. Your organic feed is a free focus group. You can test five pieces of creative this week, see which ones your audience actually engages with, and only put paid dollars behind the ones that already proved they work. Rippling takes it further. They run lo-fi creative against polished creative in parallel to the same audience and track three things: CPM (which tells you which creative the algorithm prefers to serve), view completion rates, and engagement. They use Paramark for mixed media modeling to measure the incrementality of each channel on pipeline. Then they double down on whatever wins. And here's what stuck with me. Ryan said people who see Rippling's top-of-funnel brand content convert through their bottom-of-funnel ads at twice the rate. He has Gong recordings of prospects getting on sales calls saying "I promise this isn't for the AirPods. I've been seeing Rippling everywhere." That's not brand or performance. It's both working together. And it starts with posting something organic to see if anyone cares. — Dave P.S. What's the scrappiest piece of content you've ever made that actually worked? Hit reply, I want to hear about it. MEET COMPOUND GROWTH MARKETING (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5M3prCCW7Y8-PT6lZ3kqN1v8l3nwJj1XW3s6Xbv5CTFY-W810nGq2GyDQ6W78jw0h1_tCl-W7c87qL8-L_1qVM1w3F2fL6pLW3PHsSz28JrwgN3Rc-RKBs-WmW7WMr373sXH0yW359QQ26R8RmmW3vnMFx4DrGwGW2_Rs2x3KQxB0W9j7d8S2RvRTrVHt6qC4bV8fYW5D9pqw1dnlThW8_Yb6g65x3HWW6m3G757rR5HbW4ZtP1z3_LD_nW9cjdX58qRbPsW1mRqKL88qxlpW6j4ngc8wMmvbW9kXQfR4qqQLyW4Glxwp73z-MYW94PKWk12qjsgN4XVkhktpjtxN2lkM8QZqMQ_f2JcYF-04 ) Your buyers already have a shortlist. Is your company on it? (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5M3prCCW7Y8-PT6lZ3kqN1v8l3nwJj1XW3s6Xbv5CTFY-W810nGq2GyDQ6W78jw0h1_tCl-W7c87qL8-L_1qVM1w3F2fL6pLW3PHsSz28JrwgN3Rc-RKBs-WmW7WMr373sXH0yW359QQ26R8RmmW3vnMFx4DrGwGW2_Rs2x3KQxB0W9j7d8S2RvRTrVHt6qC4bV8fYW5D9pqw1dnlThW8_Yb6g65x3HWW6m3G757rR5HbW4ZtP1z3_LD_nW9cjdX58qRbPsW1mRqKL88qxlpW6j4ngc8wMmvbW9kXQfR4qqQLyW4Glxwp73z-MYW94PKWk12qjsgN4XVkhktpjtxN2lkM8QZqMQ_f2JcYF-04 ) How to Get Leads From TV (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5M3prCCW7Y8-PT6lZ3kqN1v8l3nwJj1XW3s6Xbv5CTFY-W810nGq2GyDQ6W78jw0h1_tCl-W7c87qL8-L_1qVM1w3F2fL6pLW3PHsSz28JrwgN3Rc-RKBs-WmW7WMr373sXH0yW359QQ26R8RmmW3vnMFx4DrGwGW2_Rs2x3KQxB0W9j7d8S2RvRTrVHt6qC4bV8fYW5D9pqw1dnlThW8_Yb6g65x3HWW6m3G757rR5HbW4ZtP1z3_LD_nW9cjdX58qRbPsW1mRqKL88qxlpW6j4ngc8wMmvbW9kXQfR4qqQLyW4Glxwp73z-MYW94PKWk12qjsgN4XVkhktpjtxN2lkM8QZqMQ_f2JcYF-04 ) Here's a stat that should make every B2B marketer uncomfortable: 86% of enterprise buyers have their shortlist before they even start the formal buying process. And 92% buy from it. It's a problem Compound Growth Marketing (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5M3prCCW7Y8-PT6lZ3kqN1v8l3nwJj1XW3s6Xbv5CTFY-W810nGq2GyDQ6W78jw0h1_tCl-W7c87qL8-L_1qVM1w3F2fL6pLW3PHsSz28JrwgN3Rc-RKBs-WmW7WMr373sXH0yW359QQ26R8RmmW3vnMFx4DrGwGW2_Rs2x3KQxB0W9j7d8S2RvRTrVHt6qC4bV8fYW5D9pqw1dnlThW8_Yb6g65x3HWW6m3G757rR5HbW4ZtP1z3_LD_nW9cjdX58qRbPsW1mRqKL88qxlpW6j4ngc8wMmvbW9kXQfR4qqQLyW4Glxwp73z-MYW94PKWk12qjsgN4XVkhktpjtxN2lkM8QZqMQ_f2JcYF-04 ) was built to solve. Today's buyers are forming opinions in AI-generated answers, Reddit, LinkedIn, and industry communities long before your SDR sends a single email. By the time someone fills out your demo form, the decision is basically already made. You either showed up earlier in the journey or you were never in the running. Compound Growth Marketing helps high-growth cybersecurity, DevOps, and enterprise software companies win that earlier part of the journey. Through AEO, modern paid strategy, and a GTM engineering team, they build a demand system that's measurable, efficient, and gets smarter over time. See how the best B2B tech companies are getting on the shortlist and winning. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5M3prCCW7Y8-PT6lZ3kqN1v8l3nwJj1XW3s6Xbv5CTFY-W810nGq2GyDQ6W78jw0h1_tCl-W7c87qL8-L_1qVM1w3F2fL6pLW3PHsSz28JrwgN3Rc-RKBs-WmW7WMr373sXH0yW359QQ26R8RmmW3vnMFx4DrGwGW2_Rs2x3KQxB0W9j7d8S2RvRTrVHt6qC4bV8fYW5D9pqw1dnlThW8_Yb6g65x3HWW6m3G757rR5HbW4ZtP1z3_LD_nW9cjdX58qRbPsW1mRqKL88qxlpW6j4ngc8wMmvbW9kXQfR4qqQLyW4Glxwp73z-MYW94PKWk12qjsgN4XVkhktpjtxN2lkM8QZqMQ_f2JcYF-04 ) 📺 UPCOMING EVENTS Marketing Leadership Retreat - March 18-20: Mountain Shadows Resort, Paradise Valley, AZ (exitfive.com/retreat (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3nwVJp2Q67KCY7VW8t_GGX18SZVrN2R-RYh89FtZW3XfR0b3skkThW563xl-90YBSvW7RhqNc6mWTRyN3FB8xyK8b-2W24K3F11-WBjbW2VYbCS2Jz8g7W7h3wk88N2Zj4W1dM79h7GmgxlN4qb9Ytkl6BGW22MQ_y5-FKRnN7-7Ssh3HW2pVrP6Mg5PX1nqW8f0hDm4gvr0lW5NR2XX4TKDL-W4wPdgB7njv8kW8ygw2z4HM2QHW7Hc__C4sLv0mN8WcX7PmplNsMGP0N5bTY_rW4Jfhbw6M56TdW2sSt741m-BkVf8QDNhb04 ) ) Drive - September 8-10: The Lodge at Spruce Peak, Stowe, VT (exitfive.com/drive (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3npW4lrsGy2s4Nm-N1HssrzzxsmzW62wbB68-wW75V4XL4c717Vx3W1cy8805Fc-6GW5DF1NC5xhdv4V4-yml1zQYLzW1tWkB48MwsPsW4z5C9S3gytDgW7j7XzS7GQCMmW6DfTX26qS5w8W2V20nZ3PGCjlW4BbKSg5M7jkXW1SxY1w5CvR6sW3D45s55Q-v9PN6vHcT2b-0RkW7tTTtN1_D9T1W1ntW9556jk-0N3ZVN9gKylTFVJnTy_8gVcMFW6DRdTt1C22QfW338jnx8KVkfvW2pvtZ64RLb37W3S7g4K3447H-dbz4rK04 ) ) Exit Five Pro Members Only - February Challenge: Share Your Best Claude Workflow - March 2nd: Local Meetup: Boulder. CO - March 9th: Get Your "Book a Demo" Page Audited by Talia Wolf - March 10th: Local Meetup: Seattle, WA - March 17th: Non-SaaS Industry: Creating Your Own Luck with Calculated Risks - March 17th: Local Meetup: Raleigh, NC If you are an Exit Five member, click here to RSVP to these events (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3p9W5_q8Xr4sf2WlN1htKyTv22LXW2x30JN72xzFjW18czGF8BhZyNW7cJNkk3Tcv9lW9fyTB29jfzCZW1FfttH3FLwKHN7wtGj-_0GyKW2ckSNr3CJ692W72Nx1l94pq0qW96lS3k3nlPGPW5BbqY-8sqdVtVYqhSR7cmcpwVSjHsD8qC4BXW2xPMWF3j4t1TW28gd5N64tWydV92lst2RnTtJW2hnpWP7lq2lhW77yNL_5b0VR2W5_0k8Z7JpwlXW4r0c6m6wWrZSN8kZY8nKv07PW6GPNGm2F-7rVW4-6nDr6TD5FGf7pQVYC04 ) . Not a member? Join Exit Five Today (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF623prCCW8wLKSR6lZ3kPW8k_CJz3rRTD2VLPp0H1p7Wg6W2sbtsh6p-llCW43P8SK5Ttp4XVghNdD4ySw4ZN7g77YX-8K6kW2rHW2V87Hq0XW1Dkbd_7WvhVFW2JsVyy3_yTgBW6tp9BN33F2LQW7Jj2qb64g1-MW79RwPF5Hj7RRW7wbtmR4WPwQQW6NhcRP6-p4NhW4tM-8J2JVFWDN4Bw06-ns0-bW3p_gZS7ztWYQW6vbm9R6l24c6W5nwzkt6J2JqHVRnxgL7JtP3zW5BL21n6QrfRVW4GMVLK7Sy--2W5Cw6P88KxgkCW4BTQ9s6lQ98zW2kbB8M1gxGx9W20Gqx466Hp0-W1R6PT78BZxl6W4qfdDq2sYwf3f7ZGHfv04 ) 📚 LATEST CONTENT Here's the latest from the Exit Five content library: - 🎧 How Domitille de Saint-Exupéry (CMO at Lemlist) Turned $1.2M into $31M in New ARR (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF4z5m_5PW5BWr2F6lZ3lJW5B0ZPN8CNtWxN1qCxtTnGyb9VlbcfV86hXvnW4yc0wf4D2P5bW667q6n6fS8VsW1pGTzc6JLqvzW3_ZN7j61_mStVrDz4F4ZNwwtW6j4QKL1NZzmvW2yBZmB5GB5fTW51jVfV5kYK_WN7DbH4vc-v4wW2mlY3X7KW2KvW4rSJ2Y742TDDW1HM8_74w4QPGN3YVNcDDtwWxW1wdJCQ4Fvs-CW3vFQvl10gdvCW7n9CTy8q3VPhW4Jwgnn25FG4vW3hW7Tq79TfZJW7VVmb_12s6f3W1PKYDC6clwYPW4CrR8f1TyslfW93fzdP2rZBlkVtrs3Z83dM1xVWj_jC2BkP5SW1CjNcb7pGFQHW39zsKM408cjmW8_tMg13yJcslVHzHbJ56VnXhW4BQk7B26XrLbW4Y6VGD5GPl8xW8FQj2z7zzy8bf1z5L4-04 ) - 🎧 ABM: What Ramp, Snowflake, and Hightouch are doing in 2026 (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3mrW1_YLzt2vM4ZwW8ybBD16fzTnMW7F_Hg16WwBrSN3JTKvCx4XvDW79c_YH3L6HmTVM2S7n5Cph-mW3cmm4Y3hPQrQW8CyKwv6Pgmm8W2bcWqX8-QkrpW6lFSrx1VgTTjW9d_BQk1cf0z9W73CYTF6plZ-4W12Bfwr8NG-YlW5FbTNZ6s1fQ3W3H4YQS8y0F44W5dT40R169fPvVBg3h83TQhpHW5cJSFY4vRMszW1-KsWP77bJ-vN6vRxc5gKkB7W6RbCcy16TsTyW6-nkn63ZxKYlW8vNDjS1QtH26VglMwp8l1VLzW4JsQSP6nd50qW5CZMsv1ZDM1WVg-F1c53H8M_W6Yh5BL4XPX2xW40C99T8QzCGPW2FKxb943xCYxd4LH-j04 ) - 🎧 How to Build a Brand in B2B (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF4g5m_5PW50kH_H6lZ3nGN82BTGZPfhS0W2hfJcL7KFfC8VV3rvv5km54WW45JC4j9954DvVkTb547x95FVW1bVtLS3Tm6PHVx3YSk9d40dyVz51cK8DzxVPW3ktX1r4X__vxW3mpQXZ20W9-cW71YyjM68DyQSVn_w945D9pnBW6lztTv3RH03XW7JcS4q36Bk4rW1j173x4jfxcFW7mTNRX4RfWSKW5x_qQ66R1mSCW3mfL4R98WQP5W8GBJhR7nwpNJW2Myc_j4vmFZjW7cklXw4wx1kSW8X6FdQ6dw2mPW3r5f5y4hPSfPW6NdDVZ5Cvj75W6Zlw-P1WlzGBVWW3pQ1q89bgML8CRhSGmQzVSYKqD2871BwW3H97xR8CQYlWW5_QKCm1_h7SDW7bDbrk5Z0LzlW2mzxSP6TMNHff1m7d9Y04 ) - 🎧 How to Upgrade Your Webinar and Email Strategy for 2026 (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF4T5m_5PW69t95C6lZ3pgW8TX52M3hmn22W1prJSK5xT1YmW5hvkVc20ybwKW8KMBgh8N6HBhW3jpNRD45XPwjW6hy2GP3HHzXcW7dRk1v7T2TRRW5TlgvY6cW4nXW8KVvh06h1bmDW3BpqdK96RYj7W14Xslr5mtk6WW89dFyg6NsqtWW3_49ys7bNl5_W1TXpx24wW-MMW5_02bC85Drh6W3Qs0kV237S1DW3bMQv93YfL5lW3BJ-Y151KGH_W97gYxS6pk7K1W1YJfrY82RRjHW3shhX84PF6CRW3HZl-n28QrHgW27hKJS7yBhTWW84vPFl5nwlqFW8B2F3B7mzskLW7yd7Gy5M2MYNN9gxMwB8rDrlVxJShW1lpKs0W2fmh973vDX_2W5F-NdT3jXsGlN2vGFV0ydFXSN3zG5zhqM6yrW8CvBJT3l2xdfW3pdPwL9gR9FLW4BKZPF8RrpT8W78mRQ26ptBwyf1RLhFW04 ) - 📰 Stop calling it a webinar (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3lwW3r-qjV49s693W60xXtg76f1_zW8wxV8Z23mj4PF71K-hBHyhqW7yrP6M62b7wBV7hdmK33ZwgWW131n4d2Z63hpW2LpC1W3TqqRQW7Dk5Pp1xRTcKW82HP0q64ZQ7BW87MD3J7jPss6W5fRPZK7-jjx_N5s-ZxBp_FL_W93MchV6kNl9LW6575QD2YnP9GW6qMpYv5RJYkJW5h4gk01dkRppW2lPkJl3jXbymW1_SDJz7RGdLpN8npHDFy-jrDM1n6q7MPRh3W36mfJS7cmswyW8hKDY_2TpvsnW9hSQVj7c_2_kW5VJW5T8KDylNW1dfjgc2hdSTGW8xv-Kl7-pRDZW8kTr386SMBVDW1Zr9fD59KMyGW5CtJf-5B8cBff2R8qg-04 ) - 📰 Write better for social (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3l-W97FLfn764-GNW30jrhG4t5Z6vW5Qh7Dt2HjfngW4-VhWR4gW75dW6NStgc3WS-nBW6DlpKx2HvlCqV5LgxW41hxDWW3gqBWQ6ffYRzW4gSL0N3KT511W9dDq7638Jk_YW2qWDSp5F_VgnN3kF3YZDcQDdW2lvSXT6rSdj_W13rNwt5dwCW8W6SBGK64Th6DdW9btpXL5j-PHJVMJGgB4g6-t0W58_xKS6l9YcsW5cY4L08fNv69VtBwSn5qWq5_N4xNjLqV-ZBCW6XWL4L2-hR6FW8s7BJ75zP4MXW8JW27n8Kc3wXW1WngXT77yH-1W4c_sWq4w8g5rVwxNg52yNBsLVgF36b3P9B40W6NqyZW22fJDYW5b436m246Xh7f1DWsYH04 ) - 📰 Are events worth the cost? (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3lNW8GsGtp57PGxLW7hznk45dqGzyW7KKT3X1XP20mN4qkb6B4MLjRW2lM5Z76NjXvsW3zk2Lq3ltTZ_W61W19X2SKZZQW187hjH744J0kN5P3N7mqZhCjW1wZjxG6YhWlKW8BHwc941WbqWVFNf4x1---1GW3wYPKP7Hl9H6VfX_rh5KRsXZW4wWzn43kz1PVW6p1l0y1vcF_3W1xM2Tf3Z9KxVW559RSR6GcHvgW3XLxpH8XdK1pW8Xm0Gx3x37F5W7Z9lN31SwYfSN5k1fNrQ6l7SVRMfG93Blpc2W8VHgYF2lNYLqW2Rf-jp8PKwn3W7WNMGY4ZQFtGW4vzpVC6jK_jZN1Cy6tnmSfj0W23QTMD5Pg-ZKW66VpbL8cwLjJf5M2hvs04 ) - 📰 How do you stay on top of everything? (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF6l3prCCW95jsWP6lZ3p8W9fYNBj80SVMkW9fGtgK16Zx92W3ZlCgc7JfJYcW5cr_jW1-tzZ4W8YHHSn3BvrBTW55x7k35KRnnNW5mCHjQ3dCsJpMgXxF3szRBxW8wQPt27HMVBwW4VSnT-99yMy3W6QMTfQ5ym6FPW1vklmk922R03W1StMXZ1b83BWVShK_84KxWr3W6KH29D8rRD_GW3jRSXt8_jwpkW7WNBRV1fXz39W10Mjyd5ZmV9sW46svzs704LfRW3Hjl484Bsy69W6Sns-p5s2R_9N8SzgM7_QqclW1h4v6L4Kq7zBW5z0D_J6ClmtWVz9s9242ycRyW2bvc4s1V1gZRW3NqXzn4-WX8JVhzvVM7ZWgTrW7YK-0d8dC8TLW3TN9dq6Ct8Wtf3CJBbW04 ) DRIVE 2026 TICKETS ON SALE (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3mpW1xpWb28Z-db3W94KJ9k2-js4ZW8WYBgJ1nck8vW6XL5JF5ZkrP4W5cKRNs3xzfGcW7RV7WG2-X5q2W11FNq21QKY8TW99cld14m1BtqW6jkvkV9bBFgXW496KZ23X023FW1QtNVW8zZ06sW20tD9B1R5tJ2W3c6Sfr1vxjMLW3svm5s3X6Bc9W5RjlV63tc4zRW95CgDz260WXYW8JNJHh4FDrM-W1TbtVM1wL8L_W4_H-qz7XjJ37W6G6zld8GQDkWW2Yhp9k8mtYZpW5lzTDb3_QPMFW2BWvNc67XDZCW27-dxB4Vvq-wdK6WLq04 ) Drive 2026 (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3mpW1xpWb28Z-db3W94KJ9k2-js4ZW8WYBgJ1nck8vW6XL5JF5ZkrP4W5cKRNs3xzfGcW7RV7WG2-X5q2W11FNq21QKY8TW99cld14m1BtqW6jkvkV9bBFgXW496KZ23X023FW1QtNVW8zZ06sW20tD9B1R5tJ2W3c6Sfr1vxjMLW3svm5s3X6Bc9W5RjlV63tc4zRW95CgDz260WXYW8JNJHh4FDrM-W1TbtVM1wL8L_W4_H-qz7XjJ37W6G6zld8GQDkWW2Yhp9k8mtYZpW5lzTDb3_QPMFW2BWvNc67XDZCW27-dxB4Vvq-wdK6WLq04 ) Join us at The Lodge at Spruce Peak in Stowe, VT for Drive 2026, September 8–10. Two days in the green Vermont mountains out of the office with people who get what you do. Come get smarter about B2B marketing through speaker sessions and workshops while connecting with your peers over breakfast, on a hike, or just walking from one session to the next. Early access discounted tickets are available now. Prices go up once they're gone. Grab your ticket now. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX8wNp2BsjDFW5yfLDd23__d2W3mxgk35K_hdxN8rPF5s3prCCW7lCdLW6lZ3mpW1xpWb28Z-db3W94KJ9k2-js4ZW8WYBgJ1nck8vW6XL5JF5ZkrP4W5cKRNs3xzfGcW7RV7WG2-X5q2W11FNq21QKY8TW99cld14m1BtqW6jkvkV9bBFgXW496KZ23X023FW1QtNVW8zZ06sW20tD9B1R5tJ2W3c6Sfr1vxjMLW3svm5s3X6Bc9W5RjlV63tc4zRW95CgDz260WXYW8JNJHh4FDrM-W1TbtVM1wL8L_W4_H-qz7XjJ37W6G6zld8GQDkWW2Yhp9k8mtYZpW5lzTDb3_QPMFW2BWvNc67XDZCW27-dxB4Vvq-wdK6WLq04 ) This newsletter was designed in Knak. Check them out here. 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I’m Dave Gerhardt, founder of Exit Five (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYg3prCCW6N1vHY6lZ3kFW41y4Pq3SrMyhW3g3L4p8Phm3JVpdLb_3rP0knN5R4XkH7mk5mW58hBHS7prdZ8W3cPSLc5grX5SW5ckNWD3NBgmkN3YpRPqLCbh3W4Y3CBQ1YPKLxW99-w6j71gyhyW4rKJvX3XMNdWW30RJJq4B_dpmW5Y-_9f1R5VFsN1YbYspxDcrvW3pFcQK8yTKqvW7t7ByV4fjlhLW6ts5Sj1dCTCbVYLr492YRft6W2br7xx3cfY0NVGv3FJ5bJllwW8qSMkH9cs3lNW8NRKQ4773xB6dTQdnW04 ) and former CMO. I really write this newsletter (not AI) and my goal here is to share lessons and learnings about B2B marketing, insights from the Exit Five community, and to be a resource to help you grow your career and advance your skills in marketing. If you enjoy getting this newsletter, I’d love it if you told a friend about it. I also enjoy getting replies here because it is really me, so reply back after you read and say hello. PS. this email was designed in Knak (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYT3prCCW7Y8-PT6lZ3kvW478SB4618_6TW1Xtsk859n3tDW6g6kY97zZxf3W52wHCg5scSwVW94Hsz22m3sH5W3g6Jb83pqb5fW4JZM5V3dPdHSW3MvJ8d5sW8gZW6FNBGy4pPW7ZW78lg2914JvDDW1JDTJp2vF5w4W8ywVry3gmZPhW5vKbKK2h-qtLW8wZn9F8vmDgRW8bTd093gZ-vcW5Z00fk8qdckxW61HHxp2LhRp_VKqFWq3Pc7Q2W2Qp7zg3x3xSmW9f02z64WRqj5VVwTZ63ff4zMW5Nc0Gz65PHTdW4ppN0w97ZD9cW1nNbKX6Zs4_LW6NtdLt2hpf-dW4cQhpr8fMx5Mf3wgS6804 ) , which helps you create email and landing pages in minutes without having to write code. Learn more about Knak here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYT3prCCW7Y8-PT6lZ3kvW478SB4618_6TW1Xtsk859n3tDW6g6kY97zZxf3W52wHCg5scSwVW94Hsz22m3sH5W3g6Jb83pqb5fW4JZM5V3dPdHSW3MvJ8d5sW8gZW6FNBGy4pPW7ZW78lg2914JvDDW1JDTJp2vF5w4W8ywVry3gmZPhW5vKbKK2h-qtLW8wZn9F8vmDgRW8bTd093gZ-vcW5Z00fk8qdckxW61HHxp2LhRp_VKqFWq3Pc7Q2W2Qp7zg3x3xSmW9f02z64WRqj5VVwTZ63ff4zMW5Nc0Gz65PHTdW4ppN0w97ZD9cW1nNbKX6Zs4_LW6NtdLt2hpf-dW4cQhpr8fMx5Mf3wgS6804 ) . PRESENTED BY AIROPS (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYg3gP0xW6N1vHY6lZ3myW6N_5YD30D-Z4N487-nwZ85qVW4ymQV74gZwBdW608Vs294ZWZ-W4SZ_xV7FR2f7W6LPMF42Dv6CQW23PWSP8Np5SmW8m3YRH7-hht7W8p2S081J1tmGW8tqdNl2R90V1W8MqVJz1H9yVyW4qqckH7qbvkfW1_xMfS5FW4GbN52fFflb0kfBW3Dcx-P3wFJNhW5Gz3KV5NC3nPMV0-3fqwWNMW3sp3Lw2jTsDcW3XWtw_61C8hQW1nNg9B5rtQ8sW6kdHdB1DlFx8W1z_LBf3H7p4gf3q-ssW04 ) Marketing Data into Decisions (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pXn5fkwKW50kH_H6lZ3mBN3_RHXCVtMlLW41w0Vl2Dm3KSVh1x_311DXLVW7CGbvq2pTQkZVwchVF1TM-q0W3FWyg-2z84TQN422chhswQbKW46B3pp2V0zVXW6grXV773RZQCW2gCqX_5cGCptVN1Ggs5p4xzNW85fy2T45YKkjN1rGFf_mzJfsN6dP4DvmzzG-W1wQScd6gvKyqW97RGXn8GXmnvW8VQkJ_2Dnmy3W20nQTr13nVZxW9lWMFj3zl4TQW6ZQz458S4mSmW3sh51g5SF_cwTC1ph3PKWXjW17cVty2r36vLW1TTmJM6nY4pKW2D3kJH7X7fksW4FPYX52vvZyPW7hWMK38XWmZ1W4H9nk1291Ym4W8_sCkT72mZNLW5cyPqW969RkDW6WL90K2sL95GW8b61xM7TFTl5f8ZTcQF04 ) You’ve got plenty of marketing data. It’s just spread across too many tools, buried in dashboards, hard to act on. You can see what happened, but not what it means or what to do next. Sound familiar? Here’s a great session for you to join live (presented by the team at AirOps) (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pXn5fkwKW50kH_H6lZ3mBN3_RHXCVtMlLW41w0Vl2Dm3KSVh1x_311DXLVW7CGbvq2pTQkZVwchVF1TM-q0W3FWyg-2z84TQN422chhswQbKW46B3pp2V0zVXW6grXV773RZQCW2gCqX_5cGCptVN1Ggs5p4xzNW85fy2T45YKkjN1rGFf_mzJfsN6dP4DvmzzG-W1wQScd6gvKyqW97RGXn8GXmnvW8VQkJ_2Dnmy3W20nQTr13nVZxW9lWMFj3zl4TQW6ZQz458S4mSmW3sh51g5SF_cwTC1ph3PKWXjW17cVty2r36vLW1TTmJM6nY4pKW2D3kJH7X7fksW4FPYX52vvZyPW7hWMK38XWmZ1W4H9nk1291Ym4W8_sCkT72mZNLW5cyPqW969RkDW6WL90K2sL95GW8b61xM7TFTl5f8ZTcQF04 ) that will show you a simpler way to turn your marketing data into clear answers and decisions using AI. They’ll walk through: - How GTM teams are using AI to analyze their own performance data - How to connect your data to Claude and what to ask to surface useful insights - How to turn those insights into a branded, executive-ready deck and a live dashboard you can share You’ll watch them do this in real time and walk away knowing exactly how to set it up yourself. If you lead growth, content, SEO, or GTM and want a practical way to turn data into insights your team can actually use, this session is made for you. Grab your spot here. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pXn5fkwKW50kH_H6lZ3mBN3_RHXCVtMlLW41w0Vl2Dm3KSVh1x_311DXLVW7CGbvq2pTQkZVwchVF1TM-q0W3FWyg-2z84TQN422chhswQbKW46B3pp2V0zVXW6grXV773RZQCW2gCqX_5cGCptVN1Ggs5p4xzNW85fy2T45YKkjN1rGFf_mzJfsN6dP4DvmzzG-W1wQScd6gvKyqW97RGXn8GXmnvW8VQkJ_2Dnmy3W20nQTr13nVZxW9lWMFj3zl4TQW6ZQz458S4mSmW3sh51g5SF_cwTC1ph3PKWXjW17cVty2r36vLW1TTmJM6nY4pKW2D3kJH7X7fksW4FPYX52vvZyPW7hWMK38XWmZ1W4H9nk1291Ym4W8_sCkT72mZNLW5cyPqW969RkDW6WL90K2sL95GW8b61xM7TFTl5f8ZTcQF04 ) WHAT WE'RE HEARING How To Build A Creator Program in B2B Bruno Estrella Clay (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pXn5m_5PW50kH_H6lZ3lqW7k5x-s8xnzWcN3KvNf5gPYsvVj0Dpl7FhQ1RVydwbK6rrQ7vW8pBX8G6cfKL_W3QPT5V45l1dnW5Kcr4G7s4q2kW4XCTHr3C30wVW5dlPB92j508GW8t7czK4BdK6ZW5TzdDP3dl6Z9W3MJWpZ5QkBcWW3y-WTb6rL6HkW1yqK3P1Q7P2xW57HbB-4c49tmW8FXkJl7f4bj4W7gC8hr653MRNW1z-ZZw1sB3FgW3mlqR_3vb7jrW7V3lfK3C1h1hW2KNlV14fw911W49Ljjl2T3RBVW8KlbPF8S4CMwW46Cvy-7djz-LVjbnhn3-Q2mkW7JRzRM8z3tKYW7Kks-f6FHxscN2-wdk92sp5wW1GjGtT1DR_57W377j1d1_93d2W45X_gK1-Z7MxW3qRyLs84vrZqf600QJK04 ) Hey Dave here. In this newsletter I’m talking about Clay’s creator program. How they got customers and partners to become their marketing machine by writing and creating content about Clay on LinkedIn. With some insights from a conversation I had with their Head of Marketing, Bruno Estrella. I also love the little names Clay gives to everything they do (ex: agencies built around Clay are “Claygencies”). If you’re in content / social / or thinking about influencers, this one is relevant to you. 8,000 → 40,000 followers in 10 months 40,000 → 138,000 followers in 1 year No “viral” moment. No massive ad budget. Just this counterintuitive approach: They did marketing through their customers. I have no doubt you’ve seen Clay all over the internet and it’s been one big rolling boil: Clay grew their LinkedIn following from 8,000 to 40,000 in 10 months in 2024 and since then they have tripled that number now with over 138k (yes, on the company page) plus a brand full of execs and teammates in the company with their own followings now too. And it’s not all vanity metrics - revenue at Clay is growing too and as of this writing just last week the company is now valued at over $3B. So what helped them build this? No viral moment. No massive ad budget. Just a creator program built on a simple idea: your best users are already creating content. Why not help them talk about you? Here's the thing most B2B companies get wrong about this. They treat it like an affiliate program. Slap a discount code on it. Check a box. Move on. Clay did the opposite. “We Noticed Our Users Were Already Creating Content” Bruno Estrella (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYT3prCCW7Y8-PT6lZ3mQW8_SWss2H5SXlW3RLydk8-Pnn1VFxDQD2l7XmYW11Js7D5zbbcfW2HQLzb2B7tbmVj2dXX6TD7gMW1cRrp16H0psNW72c8mF38YCKzVxjqrV7NjXy7W2GG-MM6VgGChW9b43sw42vcd1VvjQ2w7cWVpfW9k4H5p4bs4bJW52HBRT5_41vzW3RF23C4v1fNRW4PXN5w4yJ45XW8VvxXV6CWpnxW41wcKT21V3MPN11n9ZBx0y6NW8dcwfh5nZx_nN4rd8WWHmzt2W2zx9Dl7RrmLxN2Lpr11cxXG-W4kbTwB721tL8W8wDwdZ2NXy-4W44Cgdy2zzDLTf1BgvWs04 ) ’s (Head of Marketing at Clay) first insight when building Clay creators was observation, not invention. Clay's early adopters were freelancers and agencies, people who were already building audiences on LinkedIn to grow their own businesses. They were already talking. Clay just needed to show up in the right way. So they built a three-tiered structure around what already existed: - Creators Program: people who want to talk about Clay. - Clay Experts: freelancers and agencies actually building businesses on the platform. - Top RevOps Agencies: enterprise-focused partners working with bigger clients. The program isn't “hey, post about us and we’ll send you a gift card.” It’s closer to a community where everyone genuinely uses the product and sees real value from it. “We Got On Calls With People.” Here’s where most companies cut corners. They automate too early. Clay didn’t. At the beginning, Bruno’s team was manually identifying agencies signing up for the product. Then reaching out personally. Hopping on calls. Asking what they were working on, what challenges they had, what they were trying to build. That's dirty work. It doesn't scale. And that's exactly why it worked. And this a trend I’ve noticed with a bunch of the top performing marketing teams and leaders I’ve met through Exit Five. This is almost always what moves the needle - the things that don’t scale. (A month ago in newsletter #211 (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYT5m_5PW7Y9pgv6lZ3nHVW8c3r1JQdKGW1z7_ZB696nJZW7BGNll2Pw6b2W5xm0GQ15ryNhW5xl8jj3Hd37nW7-cCZN1G7tB7W30C2m52zMc_tW5nfGQ03glNBHW1y-Wzh1DmbxPW6lzrwk77vr3vW5MBY2B9kKn_nW7mhszC4X-7hhVCQq0499tV_7W5qNcpt6xc107W7LKKFp1gfyjqW4Mnmr94sk1BMW3B1sPg5jmM2wN3yTMlB1-16GW1VrTS93V0prVW1ChvxY1hHvPHW6VFyzt8srMt-W61tc4d5BQPfXW4Yr5SP9bGWxjW1QF75T4L257yW94VDyB3mjw0zW4kChCC4ycWNxW3kHFtY46CWqRW4ntQbC4tj8NLW3H7qj02M50-xW3gggg24Cyj4DW7MC43_6Cxl6SW51DSqh4VGn_JW77_DQW1KkyvFW6cNWBN6WDKXmW4SP6PF4FQCKlW5q6s4c3qpHF2W6p6TXf6Rh-LvW7CSHbP8PQFTQW32g1zg63dclYN8D3nhmyHyMyVXz8Xj1d14HnW7WV3wW10_bFNdTKnTd04 ) I wrote about this with examples including sending handwritten notes to top prospects. You should go back and read that one if you want more on this topic…) But here’s what made it more than relationship building. The Clay team would actually help creators build solutions using Clay that drove results for their own businesses. Then those creators would share that with their audiences. Authentically. Because it actually worked. That’s the flywheel. Not “post about us.” It’s “let us help you win, then tell people about it.” “We Made It Stupidly Easy To Create Content” Once you have creators who genuinely love your product, the next question is: how do you remove every possible barrier between them and hitting publish? Clay went deep on this. They built tools to auto-generate branded screen recordings. They created content templates creators could customize. They gave special product feature access so creators had something new to talk about. And they promoted creator profiles inside Clay’s own paid ads, so creators weren't just helping Clay grow. Clay was helping them grow too. The best example? They launched a tool where a creator records a voiceover, just talking through a feature, and Clay automatically generates a professional screen recording with the creator's face and voice. No editing. No production. Just talk and ship. Think about what that does. It removes the biggest excuse: "I don't have time to make good content." Now they do. In five minutes. This is what we talk about when we say distribution matters more than creation. The content isn't perfect. It doesn't need to be. It just needs to get out there, consistently, from people your audience already trusts. Three Reasons Clay’s Creator Play Worked Clay didn't invent creator marketing. But they executed it better than almost anyone I've seen in B2B. The reason it worked comes down to three things. - They started with people who were already creating and already using the product. No forcing it. No paying people to fake enthusiasm. - They did the unscalable work first: real calls, real relationships, real help, before they ever thought about automating. - They made content creation itself almost effortless. If you're thinking about building something like this, don't start with the program. Start with your users. Who's already talking about you? Who's already creating content in your space? Find those people. Have real conversations with them. Help them win first. The marketing engine builds itself after that. – Dave P.S. Are you running a creator program right now? Or thinking about it? I’d love to hear what’s working or what blew up in your face. Hit reply. Also, if you know Bruno, go tell him I said hey. He’s doing good work. FROM COMPOUND GROWTH MARKETING (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYT3prCCW7Y8-PT6lZ3mjW4Zsh9q2lK_0VW5C11HC517GTyW2xPdbX4s0YzBW1KWtXR4F0QWKW3VmP9L2hQgv4W5hMq_y51cKJpW8ZFYhJ5CgrvPW35Qc0p4-9DXCW3Ctqpw9hJ2fRW6DwCGv3NKV0bVRbTTH3rntQgW1LBsS06ypP9sW7sm76H5vH0JYW29k4hx53CzrKW2YHspc4lbqg9W652PRl302_QpN3sGc0rgqwLMW1PVzwC2DgMrPV9-NGf2VggT8W2jccn_69Z3kvW4w8R892H6XqBW4ckT0G475nVYW3b7vXX5Vl-xSW7nYXPK8hyhCqVZbZZs121JyBN6X0lzQhcBF4f68Fxmz04 ) Should you be adding a new paid channel “CTV” to your 2026 budget? How to Get Leads From TV (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pXn5m_5PW50kH_H6lZ3nGW7CmjyC9bTlY4W2v9Gx75-zkWzW56tLc64mNQ8mW4Qjcbp7DXCLJW3RtDYv3h329rW4WKsmF4FdgL1W4zN_Wg6rvFjWW5L74XQ7x4BMtW7MRccg29gyn1W4-Cdyb2xjDSqW1ygz5Z2--346VXGcHC7PQ-0mW6VMpl_7qKZjNW7Q8PPD2m6ZXwN6_bb0fGKNM3W3TYVyF3sqn3CW4nRjz-8bqTjRW2Vjw6B7JBnGSW5y9dSD4wmFlPW2w8d0V8XmkpTW6ChHDT7RDGJlW75z3ct2CgCxzW4h0qvg65WF0-W31YvrN8gdmHGVLcg8T5qp7ycW6zyybn4xhWZmW1HPJ987K-tz6W1W_D_C3MxDJjW9f-VmM3MBXsSW5kx1vy2h1N62W8wwv5J19c-S_MbgNLvJzc6Vf6k_6zd04 ) I know you’re always searching for new ways to find customers beyond the traditional channels. Turns out getting your brand on the “big screen” in front of qualified buyers is no longer just for Fortune 500s. It’s called CTV (Connected TV), and unlike traditional TV ads that blast the masses, CTV lets B2B marketers target ads with surgical precision across premium services like Hulu, Peacock, and YouTube TV — delivered directly to devices like Roku, Apple TV, and Amazon Fire Stick. Tomorrow, Kym Parker (SVP of Media Strategy at Compound Growth Marketing) and Kira Federer (VP of SMB Marketing at Paramount) are hosting a live session to pull back the curtain on this channel. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pXn5m_5PW50kH_H6lZ3nGW7CmjyC9bTlY4W2v9Gx75-zkWzW56tLc64mNQ8mW4Qjcbp7DXCLJW3RtDYv3h329rW4WKsmF4FdgL1W4zN_Wg6rvFjWW5L74XQ7x4BMtW7MRccg29gyn1W4-Cdyb2xjDSqW1ygz5Z2--346VXGcHC7PQ-0mW6VMpl_7qKZjNW7Q8PPD2m6ZXwN6_bb0fGKNM3W3TYVyF3sqn3CW4nRjz-8bqTjRW2Vjw6B7JBnGSW5y9dSD4wmFlPW2w8d0V8XmkpTW6ChHDT7RDGJlW75z3ct2CgCxzW4h0qvg65WF0-W31YvrN8gdmHGVLcg8T5qp7ycW6zyybn4xhWZmW1HPJ987K-tz6W1W_D_C3MxDJjW9f-VmM3MBXsSW5kx1vy2h1N62W8wwv5J19c-S_MbgNLvJzc6Vf6k_6zd04 ) She’ll walk through exactly how she built a cross-channel campaign that led to a 313% lift in leads. If you’re thinking about how CTV fits into your performance strategy, this is worth your time. Register for the Live Session & Recording Here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pXn5m_5PW50kH_H6lZ3nGW7CmjyC9bTlY4W2v9Gx75-zkWzW56tLc64mNQ8mW4Qjcbp7DXCLJW3RtDYv3h329rW4WKsmF4FdgL1W4zN_Wg6rvFjWW5L74XQ7x4BMtW7MRccg29gyn1W4-Cdyb2xjDSqW1ygz5Z2--346VXGcHC7PQ-0mW6VMpl_7qKZjNW7Q8PPD2m6ZXwN6_bb0fGKNM3W3TYVyF3sqn3CW4nRjz-8bqTjRW2Vjw6B7JBnGSW5y9dSD4wmFlPW2w8d0V8XmkpTW6ChHDT7RDGJlW75z3ct2CgCxzW4h0qvg65WF0-W31YvrN8gdmHGVLcg8T5qp7ycW6zyybn4xhWZmW1HPJ987K-tz6W1W_D_C3MxDJjW9f-VmM3MBXsSW5kx1vy2h1N62W8wwv5J19c-S_MbgNLvJzc6Vf6k_6zd04 ) 🏢 Open Roles Who's hiring right now? PerfectServe is hiring a Marketing Automation Manager (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pZs3prCCW95jsWP6lZ3nCW2_fkgq8Zy7MHW3WX8G81S_FGQW58b6b-6PQc69W269cLk2ngvmkW6FtQh04nRFhrW5GlfHb7Vp-gqW2VJFSd5hwBWHW8mK4w04b5cs7W6srRGG82nQsSW4pbY235GP1fHN8GJlJpS2gWLW4F1RnV1FNPvFW82nl0Y3MNrF-W6GXPbJ3l3cRVW1q0QKC3vjwPdMkYHkmsSdWKF2G72CY9wZxW1HwTW-396pbxW38XSg264QSh6W3z1Xdq54SmflW2Q21tj2F1Q3ZW718y8j3lQxLKW7S68fs1-ZMH-W2qJHmp8pDG3VW20sHLY5TvKf3W4l6F_D7lGwrpVDfykB4zCV8YW4Zxv_4916ysVW2WxP802cBMXjW1gp-xq92zrbWf7xn3j-04 ) to own how the company communicates with prospects and customers at scale. This role is responsible for building and improving email and automation programs, from journey design and segmentation to testing and optimization. You’ll work closely with Sales, Content, Product, and RevOps to turn data into personalized campaigns that drive pipeline and revenue. It’s a hands-on role for someone who likes building systems, cares about the details, and wants to see a clear connection between their work and business impact. Dofollow Inc is hiring a Full-Cycle Account Executive (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pZs3prCCW95jsWP6lZ3ksW6VYrpC3gHC39Vl3lY78s9lZyW8srkL61-h-KbW8Vf2VQ1YCwMFN2Yj2wdM_5L_W2CtSPp2pFNDpW4wtY2z8tThgXN3PB-_cj5zS6W4qfS8Z3tGsFTN6Py8L3_FQ8BW3_pVjK88DZD-W4bLZPj58ndlJW3kF_7C4TnFQRW3vPY6q8bnvQYW54nBVR6LWrlTW4c9pLW1hBPssW5yh2Sf3p0kwQW462Frd4j4z2cW6FWYGx2DYbfgW1kjrXL7SXbt6N8fLM3D_bXNxW18Hh5g4rN7FnW3Xq0rP79hJGBW49pYl39jXjBVW7thR0w2f0y9hW6JnXcY4KR_lCW6-0w8H3LtNqZW1St6qq6CClQlW65XXCX6-qkQ-W73KMr_1z50qTf5SxVW-04 ) to help drive new revenue for a fast-growing agency serving B2B SaaS companies. This is a full-time, end-to-end sales role focused on running inbound calls, doing targeted outbound, managing follow-ups, and consistently closing deals. You’ll work directly with founders, CMOs, and growth leaders, and keep a clean, active pipeline in HubSpot. It’s a hands-on role for a confident seller who follows up relentlessly, keeps momentum high, and wants real ownership over results. Gem is hiring a Head of Product Marketing (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pZ83prCCW8wLKSR6lZ3phW5lk6b24yR29yVKTyny7ghbCdMd34nyWrdKGW8G4tQ52J2NJ1N8qf9mbz6lY3W3vcfrj8-QkjfW6J2N4V74-_cSW6gMCcl3VH_cnVLR_vq9jvdM9W6r_sQ-8bXr86W8C0Smr8HFx-fVMGl-09gzkXkW8S1vQg48nKmDN6JpT0pzj_PbW6FVcpj6mKW7FW1x-byr7jHchYW73lXNd8thjY0W6L0S_0423kZ7W1n59VT8nkqPDW2ghY686NBml8Vcj-yB5CMp07W7D0YYp2ng26SW2P77pB6RmQf_W4qt4yf6wRcPqW9bNmH91Qy3LYM_Y8pCGhtH1N3QZjlTDyFP-W8Wl2zw3pnym3f8JJh6s04 ) to help define, tell, and scale the story of an AI-first recruiting platform used by 1,000+ companies. You’ll own Gem’s narrative end to end, from company positioning to product launches, competitive strategy, pricing, and GTM enablement, working closely with the exec team, Sales, and Ops. This is a senior, high-impact player-coach role managing a small team while still doing the work yourself, shaping launches that matter, and equipping the entire GTM org to win. See all open roles (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVy3PN21gzRFW23Nwn08XknqyW6B8lDm5K3Tn5N6J4pYz3prCCW7lCdLW6lZ3nWW5CqkgC2SqmyqW163DxN2FqZ-PW8Dpj5S7zttfLW81kNKf8R0vBRW8x7hH85dC8jnW96Llxf9dvw9vW5zTSJw3f_nXBW936g7z5kV3_5W1bpYxC95-w6NN3YK-zvmRkzdW3gMMdL4CLWbYW7_VbfV4Rm83zVrFHcK7rb_gxN67ZL0YWKzpjW5HHfBT81zF5mW1_ZHW075tKvqVLkFXJ5851XVVBGVKL4vk8D_W3yXWK16r22l4W1_qXbK7FW3PvW7lBRn66CpPsHW71pmQp1GzpZ6W8Rdj7l5Lqv-XVNQ_FQ148WZRf7LF91604 ) Have an open role and want to make sure the best B2B marketing talent sees it? Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 42k+ marketers. This newsletter was designed in Knak. Check them out here. 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How to make LinkedIn your #1 PR channel View in browser (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF5m_5PW7lCGcx6lZ3ksW4dQ14J8mxj23W6pJVKT3kyrQMW5PgFbh4rcP-kW2_sR8j5VLvpcVxy0-f1t4Z8DW56GBh23L1GLxW43h74w1LTMKcW1vk6sB8GRRc_W3t3wzv5Ttr_JW36DKf82rMHwgW3KvWpl21KlkgW4v2Frq5MmBm0W8vg6zf7xfRbfW6-Qn5P4XxRB4Vmqp9p4Yrz8qW33Kg-G7lF929MrgVjCNVK-HN4zQgrDxYbSTW3hRy823RG58xW3ft8v11JMWYTW13Tjs66GVmThW8cc5sp8nJDQWVzW2_V3TqgmjMp4cJtr_24tW3fJh7M4jZzd6W8chsBt1N-6llW65zFYT4749pGW1wy5gZ4hycmqW8Q6drY4SGfbGW2Wk2j162pCKHW1v0JF-8DnfgwN1gwNPjw5mBBW7X96Nj5lBFLwW3lnTpf7ggW-TW7GqYwq4XP1fvW2pvJKK8tLfWRVgPv9l6hCyn6W8FJhYw8sfmfDW4TvcB614WcSbW4-tp5D2Wjzljd6Y8wz04 ) January 22, 2026 Subscribe To Newsletter (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3q1W3KNc6p4f5lW8W6Kjb3h598X_DW3gWF8n4mRXFPW2QsJg45bL7fKW3ds5LV342bjBW5Q83yf4ll99zW3381Gy3PvZ1fVyBYPz4ztBz6V8TSLD5vqjBJW14VPFY94tw4gV9wGF27Bvd06W4dBMt95VM_5RW3lV_4Z2Xl31fW1lgr196_X346W1RNRv78kNdLSW3SkkK15T6C4XW6VhWV67DLPDmN7gY4zHXSfL5W17PzjB2Q-fslW2_GKrF71NfcGW1wK44V6HFV0KVKJ9MX14FYc3W2nsBtz6bqnY8W1_jMPK2cCV0Tf7TfsPd04 ) Dave's Newsletter Header (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3q1W3KNc6p4f5lW8W6Kjb3h598X_DW3gWF8n4mRXFPW2QsJg45bL7fKW3ds5LV342bjBW5Q83yf4ll99zW3381Gy3PvZ1fVyBYPz4ztBz6V8TSLD5vqjBJW14VPFY94tw4gV9wGF27Bvd06W4dBMt95VM_5RW3lV_4Z2Xl31fW1lgr196_X346W1RNRv78kNdLSW3SkkK15T6C4XW6VhWV67DLPDmN7gY4zHXSfL5W17PzjB2Q-fslW2_GKrF71NfcGW1wK44V6HFV0KVKJ9MX14FYc3W2nsBtz6bqnY8W1_jMPK2cCV0Tf7TfsPd04 ) Presented By Convertr Logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8T23gP0xW69sMD-6lZ3kPN3zjWr77VqcCW1YR8w02fjGq0W62cbmX38h_VRW1nmh5t1kzYFCW76vfxS75Kp3BW2WSrlb938-zrW7L45v63zrdzgW3K3Xh_1v_w5NW7wVh0N2M5VF0W4kWRxP8gRN6xW1KR88Q8JK8k_W1xjXny27sTJSW46c0z61QHrB4VwVj_W6Tpz6TW5hYmPn3qgnd5W8dtShz2qwkqwW5jSFgs7vs2qnW8LklDS34jbdLW6dgG2J5bphtZN62pVvqKpZlDf64_9rP04 ) Hello and welcome to #217 of my newsletter. I’m Dave Gerhardt, founder of Exit Five (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Tl3prCCW6N1vHY6lZ3mNW1zJDx_5LVr9FW6gFp-R7RBBn_W4gMPfb8pSnhJW27rYRk749wddN2rdWg16rjxKW5_K0F91rNBfxW6cMp7m3mvBK1W8sH6dz1PxTp3W3dWNXw77CVq4W2c-ZFX3_fQyyW41TQLy3pqMlBW78XTNG8mZDZ_W5qG9YS1F2w_pW2tJy2L97-nQVTrjdJ2wYgRgW4rsm-t62VbJRW78C6PL214DzkW9gQLhZ1X-3B7W179J8G1ww9RWW1cK31p4vsz2ZW5rG1lF3MWThwW3r-19325JS-Tf1cMCBK04 ) and former CMO. I really write this newsletter (not AI) and my goal here is to share lessons and learnings about B2B marketing, insights from the Exit Five community, and to be a resource to help you grow your career and advance your skills in marketing. If you enjoy getting this newsletter, I’d love it if you told a friend about it. I also enjoy getting replies here because it is really me, so reply back after you read and say hello. PS. this email was designed in Knak (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3prCCW7Y8-PT6lZ3mPW8TMzVZ3tlcW9W976zCt6LfxQMW5XcDTF2jj9r2W3FsQns3-7Q-qW5XNXxQ8s4hp6W4Ksrd17ybvcwVNkM9q5CTqhTN7Lk-P8RJDmsW5KfDnT9dBmLjW8f22QW1f6tWXW2dPYn18xCDwSVT5D4j7Z6R1DW8JxRV911H9XDN26nQX1MHTrqW13kmYf3vxN-GW8NRSw93M_V6sW4VXTHP4_mDgMVc9CBp1DFSHvW35rVzk4ChXWwN2V3SJ_32ct1W27PSGP6VgD8lW94N21l7qd1rhM83TdtQ4gCrW8B3mRH2w4tqnW4VczFl4_S0_QW1rXq7f4844mcf5wS_S604 ) , which helps you create email and landing pages in minutes without having to write code. Learn more about Knak here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3prCCW7Y8-PT6lZ3mPW8TMzVZ3tlcW9W976zCt6LfxQMW5XcDTF2jj9r2W3FsQns3-7Q-qW5XNXxQ8s4hp6W4Ksrd17ybvcwVNkM9q5CTqhTN7Lk-P8RJDmsW5KfDnT9dBmLjW8f22QW1f6tWXW2dPYn18xCDwSVT5D4j7Z6R1DW8JxRV911H9XDN26nQX1MHTrqW13kmYf3vxN-GW8NRSw93M_V6sW4VXTHP4_mDgMVc9CBp1DFSHvW35rVzk4ChXWwN2V3SJ_32ct1W27PSGP6VgD8lW94N21l7qd1rhM83TdtQ4gCrW8B3mRH2w4tqnW4VczFl4_S0_QW1rXq7f4844mcf5wS_S604 ) . LinkedIn for B2B: What's Working Right Now (And How To Sell It To Your Leadership Team) AI Changed B2B Buying Webinar (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3prCCW7Y8-PT6lZ3mhF481F4wlfMvW7VMFvm3fVLvVN1jV2g5QwrQWW8xWwHw1bmmK7W40QY5_52544vW4pTYjr3jxhLbW63x-bB5vKfHkW7JWRFy7KRC0FW7KmdTs1nmb_WN2pQ6xWTWG1KW5Bw0N86GTPQjN7dXWblHWjL6W60N5Qm12Jq5NW1-jCZv3jmJ8cN2fGRztZD6t8W6XZzZD2X0jMsN5Sj2GFQ0qW2W5Cm1Qk7FcbQLW8crpfg6QCwCTW4kdPFS1dxj21W1K4j9c5fGSxGN6k_YK7mNfsfW18hYh57xTmdXW1WMD7l6SG3ZTV6pHL741frFWW2vzmLY6Ylp3Tf4vJ5M404 ) Editor's Note: I've been writing on LinkedIn for over a decade, and I still think it's the most underrated B2B marketing channel. LinkedIn has made me more meaningful connections than Twitter, Instagram, YouTube, or Facebook combined. Candidates. Teammates. Partners. Friends. It's influenced millions in revenue. And yet I still hear the same objections: "Our buyers aren't there." "We can't measure it." "Nobody wants to post." So I hosted a live session with Dasha Shakov (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3prCCW7Y8-PT6lZ3n3W1MYdxh2Z1WS4N7Ccfjfw4V4kW4DdsC14b5pK9N3rbPfwKYBNQN1L3rtjQr4gkW6VhYTQ8R68gQW7gPj597Sgst8VSCf-16fds70W99qkcR2QfJg0W12dy8f1ljGphW4WDLgh7KPQ86W37XlNL24q56xW6DH32D4GX87lW2nHxHq4Jb6L3W6vFT7m7NDz1WVC5mmP96Q0ZKW3pjf8m4_hKWGW38c5xT6SrfK7W9l03ng7p8g4JW5cc6g-4vgCQDW692Gyh37vSLJW1xbJV72WL0mvW4RShPL27_Lx1W2h0M-f1JRDP8W3wsHWf5xN7GrVzCgD73t8HVTf19y-0804 ) (Head of Marketing at Proton.ai), Finn Thormeier (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3prCCW7Y8-PT6lZ3nBW5QHJmR7GK3fxW11rxFz2Mh0cKW7wNz-k2bFj31W7jsCLS3nV4f3W7tdCj34R0ZR_W2Vj_8y6dRkZdW43WxBT1DdZjKW2vjgjN3kC2G3W9gyN0v3KhbczW8t0KBc8ghXZbW8zk5Lj7Z9Y4LW1Nj1_-3h3-ybW3JcKjZ7RR0w3VWnC6w3Fc51wW3-SMvY14m0fFW763L4v87QT9pW8-51m16Q9gfpW5Jgz_q8QFFmBW3DrcWx5t4kk0N3bcMZ71_JkvW8N5PSP6KnH7TW11TTsP3sG3PtW37HpQR7qTf4vW6h0Hq91D9rFKTSYjR4CQF5TN84r1K4VwqXvf1kWwGF04 ) (Founder of Project 33), and Emeric Ernoult (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3pcW53t5g81B0ZxgW22K4YM7TwjCYW7_J1d88YMdTDV6-KNF21-nrWW6S3cdM5Kw7QtW8V55zt92JWJ0W2BNnMS5B6FVfV4BChC3wX-kMW7wFFjX5rtT27N4xdVkpmFj61W63BrVc2-nZkXW4DcfsJ21H7jgW2H-XRq96RP78W7fdL-N8BfqGzW4qBv2Z5zkFW5W1Sd6P44ZSbdjW4Rg4fw2xVgHcW3kG88f5G70nFVwpTCW4D_316W5r7Lqm5C_CVTW1QB4Nq1ywM2_W544zV34vP7mrW1xcbTJ3pJmrwVB59tb582sttf4J4Bw204 ) (CEO of Agorapulse) and they broke down what's working on LinkedIn right now, how to get started from zero, why thought leader ads outperform everything else, and how to prove ROI. If I were running marketing at a B2B startup today, LinkedIn would be our primary PR channel. The founder would be sharing content 3–5x a week. So would the head of marketing, head of sales, and head of customer success. But you have to stop thinking about it as "getting your CEO to post on LinkedIn” and start thinking about it like hiring a PR agency. You don't measure PR ROI by leads generated. You know it's about more than that… The same is true for social media. The ROI comes from testing your messaging, connecting with customers, finding partners, building an employment brand, getting a DM from someone out of the blue. People buy from people. And there's a huge opportunity in B2B to use social media as your main marketing channel. Here’s the playbook that’s working right now on LinkedIn. PRESENTED BY CONVERTR (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8T23gP0xW69sMD-6lZ3kPN3zjWr77VqcCW1YR8w02fjGq0W62cbmX38h_VRW1nmh5t1kzYFCW76vfxS75Kp3BW2WSrlb938-zrW7L45v63zrdzgW3K3Xh_1v_w5NW7wVh0N2M5VF0W4kWRxP8gRN6xW1KR88Q8JK8k_W1xjXny27sTJSW46c0z61QHrB4VwVj_W6Tpz6TW5hYmPn3qgnd5W8dtShz2qwkqwW5jSFgs7vs2qnW8LklDS34jbdLW6dgG2J5bphtZN62pVvqKpZlDf64_9rP04 ) Convertr Ad (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3gP0xW7Y8-PT6lZ3lKTSXSt5qQ_9lW1Q0T9P1z1jhPVdvNZ22qgQPRW4GxDF26KVzJ8W2PGYRx6DG49hW8PVRCc5c3drLW46lKZM4cVcKYW8rN9tr5_h1MWW1hlvzy5skT89VV3MPl4BMFcKW38Mzk679GBCLVwjVxh24NV3JW4scjP-8KlD9-W5sr4w_7BrTqgVFXtRp15vnpvVrxf_-56g_bHW4DGbNC4znCtQV4FgTw7LGVRGW2dMmBc29fXy0VN8vSk1VYjC_W1z0SMV115N_1W7HCcWV1G3X0cW2w5kWc2xDbH7W62PP_R17k0JLW7Ts4LX99nJ8YW1VM44g1DWlbyf7FBBbC04 ) Everyone is telling you to scale your marketing with AI. But you can’t really do that if your data is a mess (I feel personally attacked here btw..) This is not your fault. It happens over time. Leads from different sources, fake emails, connecting the dots on the handoff with sales. Things just get messy. So before you add more AI to your tech stack, you should first take five minutes to see where the leaks are. The team at Convertr built a free AI Readiness Assessment (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3gP0xW7Y8-PT6lZ3lKTSXSt5qQ_9lW1Q0T9P1z1jhPVdvNZ22qgQPRW4GxDF26KVzJ8W2PGYRx6DG49hW8PVRCc5c3drLW46lKZM4cVcKYW8rN9tr5_h1MWW1hlvzy5skT89VV3MPl4BMFcKW38Mzk679GBCLVwjVxh24NV3JW4scjP-8KlD9-W5sr4w_7BrTqgVFXtRp15vnpvVrxf_-56g_bHW4DGbNC4znCtQV4FgTw7LGVRGW2dMmBc29fXy0VN8vSk1VYjC_W1z0SMV115N_1W7HCcWV1G3X0cW2w5kWc2xDbH7W62PP_R17k0JLW7Ts4LX99nJ8YW1VM44g1DWlbyf7FBBbC04 ) that helps you find exactly where your data issues are. If you go through it, you’ll get: - A "Readiness Score": a look at whether your current infrastructure can actually handle AI-driven scaling - A map of your friction points: Exactly where leads are getting lost or misattributed between demand gen and the CRM - A prioritized fix-list: The three or four things to tighten up before you spend another dollar on AI tools AI won't fix a broken foundation. It just exposes it faster. Make sure every lead that hits your CRM is clean, compliant, enriched, routed correctly, and attributed properly. Take the free AI Readiness Assessment here. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TY3gP0xW7Y8-PT6lZ3lKTSXSt5qQ_9lW1Q0T9P1z1jhPVdvNZ22qgQPRW4GxDF26KVzJ8W2PGYRx6DG49hW8PVRCc5c3drLW46lKZM4cVcKYW8rN9tr5_h1MWW1hlvzy5skT89VV3MPl4BMFcKW38Mzk679GBCLVwjVxh24NV3JW4scjP-8KlD9-W5sr4w_7BrTqgVFXtRp15vnpvVrxf_-56g_bHW4DGbNC4znCtQV4FgTw7LGVRGW2dMmBc29fXy0VN8vSk1VYjC_W1z0SMV115N_1W7HCcWV1G3X0cW2w5kWc2xDbH7W62PP_R17k0JLW7Ts4LX99nJ8YW1VM44g1DWlbyf7FBBbC04 ) WHAT WE'RE HEARING The LinkedIn for B2B Playbook Who Should Post? (Hint: People, Not Company Pages) Personal profiles get significantly more engagement than company pages. But who should you lean on? Think about it in three buckets: - Who has relevant expertise for the people you sell to? If you sell to VPs of Engineering, who in your company has relevant engineering insights? Maybe it's your founder. Your CTO. Your CIO. - Who is close to the customer? If you're close to customers, you have relevant insights. Your CRO. Head of Customer Success. Your CEO. - The X factor. People in your company who just have something special. Maybe they're funny. Super charismatic. The IC who's well-respected in the open source community because they contribute. But here’s the catch…they need to actually want to do this. Otherwise they'll stop quickly. If you only have one person posting, start with the person who has the most expertise relevant to the people you're trying to reach. Usually that's the CEO or founder. What To Post (And How To Never Run Out Of Ideas) Anything can work on LinkedIn. Some people crush it with 11-minute videos. Others with three-line text posts. It's a numbers game. You need reps and you need ideas. Here's how to make sure you always have both. Pay Attention To What Makes You Stop Scrolling Every time you see something you want to click on, share, comment on, or save – write it down. What is it? What's the angle? What's the tone? Is it someone telling a story about their journey? Someone sharing what they learned? A personal post? Save the posts you love and use them for inspiration. Create A System Ideas can come from anywhere in your company. One company has a Slack channel called "stuff customers say" that everyone has access to. People post messages all the time: "Customer did this." "Customer just said this." "You won't believe what just happened." That channel became their CEO's main source of content ideas. Other systems that work: - Keep a Google Tasks list just for content ideas. Every time something pops up – write it down. - Feed your CEO's recorded calls into ChatGPT. Ask it to find patterns. When the CEO repeats the same story multiple times to customers, that's your signal it's meaningful. - Save your best comments on other people's posts. Turn those 3-line comments into 500-word posts next week. Become An Expert Your Customers Trust Help them get smarter about your industry. Help them get better at their job. You can be funny. Entertaining. Add humor. But what wins is having expertise and sharing what you're learning. This is why the CEO or founder is usually so perfect to drive this. They have deep expertise in the industry. They didn't just wake up one day and decide to get rich starting a niche cybersecurity company. They probably worked at a company for 20 years prior, and that led them to start this. That kind of experience is what makes the best content. Example: Grant Lee, founder of Gamma (an AI presentation app), doesn't just talk about Gamma. He talks about broader trends in AI. What they're learning. How they're building as a smaller company. You Can’t Be Promotional 100% Of The Time (So Be Strategic About It) If I promote something for Exit Five three days in a row, engagement drops. But here's the thing: engagement and results are not the same thing. Sometimes a post will get 30 likes and 3 comments – terrible for organic engagement. But then you check your CRM and see it generated 300 new contacts that day. Or you post about a program you're running. Only AI bots comment, but you get 5 DMs from legitimate prospects who saw that post. Bottom-of-funnel content will get less engagement because you're talking to a very specific person who's ready to buy. And that's fine. Not everything needs to go viral. But when you strike the right balance of being helpful and adding value then mix in promotional posts from time to time, it’s possible to drive serious results. B2B Marketers’ New Favorite Channel: LinkedIn Ads One of the other things that makes organic LinkedIn content even more important today is the creation of LinkedIn Thought Leader ads. Thought Leader ads let you take a post from a personal profile and promote it as an ad that shows up as a regular post in the feed, which means you can test content organically first, then put ad budget behind what's already working. Here's why they work so well: - They don't look like ads. People scroll past ads. But a thought leader ad looks like someone's post. You see it's sponsored, but that's not the first thing you notice. - You’re not guessing what will land. Unlike regular ads where you're shooting in the dark wondering what will work, with thought leader ads you post organically first. See what resonates. Then put ad budget behind the winners. - The numbers are incredible. For Dasha Shakov (Head of Marketing at Proton.ai), thought leader ads are 3x more effective than all their other LinkedIn ads combined. For every dollar in, they get three more dollars back if it's a thought leader ad. Here's the playbook: - Post organically on LinkedIn - Watch which posts perform well - Take the high performers and boost them as thought leader ads - You can even edit the post after it's live (change the link, add UTM parameters) - Run them to cold audiences and retargeting Test organically, boost what works, and track the engagement signals to fuel your outbound. That's what’s working right now. How To Sell LinkedIn To Your Leadership Team Here's the truth: so much of LinkedIn is a feeling. But when you can't just say "it's a feeling" to your CFO, here's what to do: - Stack the deck early. Get them to feel it. When the CEO writes that post and an investor pops out of nowhere to re-engage, or a prospect they've been chasing for months finally responds – they'll get it. - Position it as an experiment. No one wants to commit to posting forever. It seems daunting. But posting for a quarter and seeing what happens is easier to stomach. - Add self-reported attribution. Put "How did you hear about us?" in your forms. Add LinkedIn as an option. Track it in every sales conversation. It’s not perfect, but LinkedIn shows up all the time when you ask. - Use tools that track LinkedIn influence on pipeline. Tools like Fibbler show which LinkedIn posts (organic and paid) are influencing deals in your CRM. Again, not perfect attribution, but it gives you data points. - Track engagement-to-pipeline signals. Use your LinkedIn ad engagement data, push it to Clay, and use that to prioritize outbound. When someone engages with your content multiple times, that's a signal. Here's the good news: you don't need to convince leadership to go all-in on day one. Start small, prove it works, show some early wins. The more wins you have, the more trust you'll get – and the more freedom you'll have to do this right. It's All About Reps: The More Time You Write Here, The Better You'll post something you think will crush and it gets 12 likes. Then you fire off a random thought in line at a coffee shop and it takes off. That's why you need volume. And the good news? Posting on LinkedIn is free. If you post something and it flops, you get to try again. So keep a running list of ideas. Every time something pops up – a comment you made that resonated, a point from an all-hands, a story your CEO told on a sales call – write it down. Ideas are everywhere if you're looking for them. – Dave P.S. What's your biggest challenge with LinkedIn right now? Is it getting started? Getting executives to actually post? Measuring results? Or something else? Hit reply and let me know – I will try and help you out with a few lines of wisdom back 📺 UPCOMING EVENTS Marketing Leadership Retreat - March 18-20: Mountain Shadows Resort, Paradise Valley, AZ (exitfive.com/retreat (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3pTW2gzRNF6VB5HgW7yxBBj3nfHwFW2rcq_68LbqlQW1_N0S81X7F4hN8_FN6syl3cwW5Kxnss2nzlBrW2xlThM9fZXB_W8M3WRl6CcWl8W6-cH7m8-Cr3yTwF7V70mctRW4hWXjq1k3S04W4HlBS21HClPFVpjyhv9jtC8VW7FRqd-4P6BwfW7PRq1g4qnQQXN6VXrv13_7ZPW37ghFY1Mg-1wN3b7MJGRk91NW5bchQ24Bbt-HW1sPwSC3SqGDNW89Wbt_4vghlNW1CzVGY6LlGlYW7_JQdB4LLp4WN8b-31X-7hfdf98sXHH04 ) ) Exit Five Pro Members Only - January Challenge: What's a tool you can't live without? - January 21st: Women in B2B: Having Difficult Conversations - January 29th: Local Meetup: Austin, TX - January 30th: Local Meetup: SLC, UT - February 1st: Local Meetup: Bangalore - February 18th: Claude Code 101: How B2B Marketers Can Build Marketing Apps If you are an Exit Five member, click here to RSVP to these events (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3mQW7B6Yyl6tJ35pW3DWGkM1BCMvFW3-G9__3m-CmPW7hGg5K161Qw_W58pQlT368nmhW9fjQLr1b5GFYW3RZLfk7jXyvJN5JspW7g4L-DW2FrrsJ10Rt26N5hbj5CCPWs2W2xgCYX8rHwZBW16sb2Q5W33vPW36DLVl66h49cN5c0ZH-NLRqkN1f1B4kHJN6BW6g3QkR5-cvfJW8JvtxT6hk_pRW28Qw6w39TvqCW3qmXD74Hy_xcN4BpdfMB4nwZW62LCmL56Mq4PW6MFcbL2FGc8vW6Mg4tQ4ZSRRvW83fKB66jGNnRdz1BZP04 ) . 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Join Exit Five Today (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Vd3prCCW8wLKSR6lZ3m6W4-Y17P3KCJ4YW1PhyWB5Rw-FgW4knFX38xQdQtW84QxYR2_Y8YWW3vpVBD4G39wCW9k2Lp52-FLBXW5GkZgX2Y1t5qW1tlkGy2f7bQLW2D1QPN3pNqLQW7J5_97921k67W52jQ4z4C4tXTW3bv_jr1-K8s5VBx_B86Bbs_XVG_FWn5TwwGqVv96zT99XkfpW50TSqt3qgGfNW614bzv3K2hxCW68RQfm3kSv3DW9byM2x8MTGMsW3d5tGJ1XDBWKW5d4Kqm7C7QYsN8XBtSvHGJrvW92gZcy8bNfVRW40Zc2-8WZkpQVn9XtR89HBGQW2YyGPZ3htwNyMr58zclfrtNW1xWlGk8kmc94f4TW6fb04 ) 📚 LATEST CONTENT Here's the latest from the Exit Five content library: - 🎧 How to Stand Out in B2B Marketing (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8SM5m_5PW5BWr2F6lZ3pNW6NtD9n2gbv7gW2D8GRY6lJJZjW7RYxR1356LxGW4sRsLV3SFqTwW3Kw__Y1RnnMvW8rm2S_56TFy2N1Dy4Mb8xsPLW3tC0Nl8dWXgfW5Ylfc72hPhf4W2km4878R2NRSW4F0JJp960w4_W1m260F92XSbYV-BPmD39H6m0W6W4p6w96HSY-N4cD8bbDHChLW72BCG8352ZBgW54ZYhY3slfn8W9ft-wy58GPHfW3J2_RH984DPCW3Y8WLb4GXC2cV-nxr53JW0xQW5GF7Y38zb7SBW6Td92v9dq6c3W8jlcB-5wSc5ZW7RBBfk4XryztN7RrPGwSh-TwW8-Y-Pt98nxhdW6X3Hr81Tm9-DW36Qr607gF9gJW6Tlwwb7W1r7pW5JC0fQ1ShCcdW7vPylt2xmgYpW65q3NB5xP-0pW3CRnNk507GgMf1l_kls04 ) - 🎧 Influencer Marketing, Podcasting Strategy, and Brand Driving Demand (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8T25m_5PW69t95C6lZ3ltW3r1qS-9gL_q0W7Xgw325zpSpKW73ZlK83s7gJPW8rybCC6pb8DDW8qW5Zl2D4-bxW2-7cMT90x8wCW2hfSJp6lB8KYW3P1Gvq50WDm6W1TdzKf3g4pfpW8F7TTq9hr7qrW5F9S2P48WVg9W1R-S6h1qNgJTW62m8Vf8pnmqrW9jNDvG4gp_JgW45ks-r1wLjbNW2wDxR47jtKkgW8z6K3z1vphp7W2BMv3v11m2H6W88lYzX2pVxFtN4gwqwKw8nzdW6tSWL_8cx7JqW60fJgB1xH5kVW3hyr8569VV74VT4Csn73g5RNVkqpQk6qcF7_W8_x8Wm3BZ9w-W3-NwFk7tXFcLW1QzQsW1BgFX2W5R0vP-400V96W8GPCHz43Vd4bN2vrBFDkZr82W5yy7vk2G5NPkW3RPjW11Zcc38W7z6SFW9gD43cN9lYd5_2VhWjN5RwfFrb7GKyf652h1T04 ) - 🎧 How to Build a Community People Trust (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Vx3prCCW95jsWP6lZ3ptW8H3yLm6RgmqNW6_4RV04w-wSdN6zV7TVr35yNW8vW1jY90PBVmN77SN-7chRRmW7SSfLJ6Fktc6W2kSVQ97X_51WN3pZhqC8FC_-W3WCJ1G6QTg7_W6j-nbw4LNcyGW7NSh5t3k6vPXW95KXts888hp3W5GtWnc5NMYNnVJsN2k6rS8DSW91X2dZ7mvpPYN990QHW1xNH0W3NLcpK79tFcNW2Z50X73JwmzGW1bbFNg6bZ3yzW6yGyTS6qkWM6W2fcrFR4SBssjN3vQStVnljV_W6PXw1d5N49b2W1t1-qH5XfTrgW7Ntchj94_X3PW5MLb8C376h7qW2R_yCM2GhXVCVN8dDD4vCFW4W2V65878jzCZ9W6LrNwc7yb6qRf5NFtk604 ) - 🎧 How B2B Marketers Are Actually Using AI at Work (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Ss5m_5PW50kH_H6lZ3mwW1PBTLy6-kybSW8zsy3H1S47NMN5TlYlwYcN7YW8drJS-10MdkWW2NDykP9j4Q19VvGDQ92l1r9-W28gp087f8vX7W8RHNnm8lj0-nW6SH28x88HDRmW61T4cl4Jq2xxW8m1Fv16hy_wJW2BWXlr3jXgn4W1ZJv1T628KHRW1x9qC22VR9YyW3_NdqN2nBWgZW3lxGpl3bL6wGW74_fvq7wqzNWW8Y-K9K1xtnxnW47BB1T2CJkW7W8RxX2k3yKW0WW9cfq1g48JNylW2VhGTj4TNgDxW5bbjy96YXwk7VsHLCC35v3PrW4Nz7Zv7lfpqBW7vrcQ52ZrtWTW8tFncW3SsD2sW5FmxzC7kWKHQW2rtV1k3Gt0BJW1NssJZ73QZ0bW5TslvJ9cXyqRW7HJkWQ2VkV5gf5H7b1v04 ) - 📰 AI will eat B2B buying... (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Vd3prCCW8wLKSR6lZ3mGW6ZfM3d12M4Y0W5-tfwK8F7BK4N39lj8nQ186gW8Pk2Vx27p_DlW2b093s3l331TW4NPVS337_7_WW1-dbrQ88WvrDW2jR0fB6PSy9fW3ZjW045GTM6gN4j2Q_Sl97x9W6cghFv8dXdLtW1t1yLj7vf4mKW6NbVM48W-4H1VmhVsF6DGMtcN5ct1tJDx4D3W3fc2Rz4HNPvDW6B2v9h3J85LBW5mhggq8mKhv-W4bdStd3JyHW1W42ZpDM22JCkfW4sk4RQ4HyS0YN7-PpHvp-x0xW9lzNSD3xC0s7W8sqy0B1Yw1y-W13Dtx37BNY-3W5wjrcH166Zk6W6Kylbh1bYX_LW5L26Nz6Kvm2Gf2hgPSv04 ) - 📰 How to create urgency (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Vd3prCCW8wLKSR6lZ3kVW2lJQ-B3HXCmNW3Q5h6m3J_BrfVBkBf48rBJ4-W83LVRY3VBpxBW2P4sPs7wqxdcW7T4y1Y8yhrT-N8KbPtptK_ldW6s0D0h1qBD10W40ckX_718BBjW56j_P73rJrlXN4R3j-fwV8hnN5Wb039fjSfKW6TW6DW4X7R2MW6kF8B264VXm9W2JcN2h6nsV2TW3ntvRC5ZtsNTW78wg4C62Z4XkW7FgDhj7rZWk5W2PkBBM8L2SLbN2Bm9NvTH7_qW1Tv_Lj4kQ3JNW8VRCY18M3pfrW4VKLj14p1s5FW7v-vL97fddG7N3HX4nyjnmCBW1CN1927v9bWmW3sKPH18RTxxhW4TcN1-9j8r3lf8JGB6804 ) - 📰 Don't sleep on internal marketing… (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Vx3prCCW95jsWP6lZ3n4W2z5w3m2X575FN6X_bRhBKNCcW7BTKb25DZZfmW1DQG0R4h45wmW4HZHz55wXh6zW6nL7hk7Xj9MJW8pR_Gk38Dj3mW3hnxHK4hvY5YW1_lDLJ93qPs5N21w1hcpgdfSMqrcYhP4y-DW2VnwbJ711RlrW5WrL6k4Z5_6_W1MnghC4QCH7WVmJP0m8vWW_JW5LmFkw8Y0J5YW6-T6q95XJ9WXW5xZx8v15xm2RW8XP8x93lGKxrW3dbJwb3zCwpmVf56428B3SnJW577QX94myJKjW6m_pTC3SFmJ4N7NG2jHDmdyXW5PZ9pT4CBy2sW4DQsBZ3HjlFgW96zGVz8jTp7WW91DsJz6SsXmvV9QP2j49cZlcW4j9nGs1tBVSdf4CMMDP04 ) - 📰 Thinking about a rebrand? Read this first (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Ss5m_5PW50kH_H6lZ3prV4Nb1J7hmYkNW9lXp_w2LGNFXW8QKqFb8fTf59V-1PJy77lcPkMTWxx0wpf9-W4gW3WJ15sTm6W79bYMw3bVXPSW5C1YTh5LCGpBLSgjrYDbcHW3nt0Zx1dN0pfVmlW183623kfW4PXKyW2nvjzyW2G_1T52cXRKGW4-KMkr1MD0mSW65F1hd3qJJNFW129Fcc3wH91cW6xHW_W2l0rB0W8xjvlF20-NQfW4TZ19N8NqXw1W2wVBR542WwqyW2WS-091zSKk7N2FZnqbGF4TfW6bQFPB3kRx2DW47ZbPL15KWjnW1LYNkf10QyXrW17RnCG2LT59pW1Sg6BS3tbxRsW2vkW-N4CkVRRW89Yn989hlkrHW3Hzv383PR59YW6sD0v38DW4XHW84BCb33GRJN_f5c9j6n04 ) NEW FROM EXIT FIVE (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3kLW72Mpwn50DtGKW4wnYvx4F8MpqW6F13qd8QHrgsW5L4x_66Wk0t9W3m_VMJ88S_q4W2j54BL706fbmW2g7m5h67mHbDN2qb6h8Ymxt8W1gkVfT43t_YdW8n6S9-4WHFQJW1mqGzf1h9_zvW5GhTWh62DYdJW9h6sWT1J60wcW56RpZS1w19NLW1r7fVj2SV64jW8FXXTG6PR8DHW8WFRSh8pdFfQVrKVjJ2TdFPTW4kdsqn52f-CkW64hD1X6-8V6FW52m3KS6L2SL0W8_4Vlv6VGd16VpJFM822cdNWW3PvfKl3xFlR1f93KXd-04 ) The Prompt logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3kLW72Mpwn50DtGKW4wnYvx4F8MpqW6F13qd8QHrgsW5L4x_66Wk0t9W3m_VMJ88S_q4W2j54BL706fbmW2g7m5h67mHbDN2qb6h8Ymxt8W1gkVfT43t_YdW8n6S9-4WHFQJW1mqGzf1h9_zvW5GhTWh62DYdJW9h6sWT1J60wcW56RpZS1w19NLW1r7fVj2SV64jW8FXXTG6PR8DHW8WFRSh8pdFfQVrKVjJ2TdFPTW4kdsqn52f-CkW64hD1X6-8V6FW52m3KS6L2SL0W8_4Vlv6VGd16VpJFM822cdNWW3PvfKl3xFlR1f93KXd-04 ) Join us in Scottsdale, AZ (March 18–20) for an exclusive gathering of 100 B2B Marketing Executives. It’s two days out of the office at a beautiful resort, specifically designed to connect top B2B marketing executives IRL. The speaker lineup includes: - Dave Kellogg (EIR, Balderton Capital) on becoming the CMO everyone wants to work with - Kim Storin (CMO, Zoom) on what’s working and what’s not in B2B marketing in 2026 - Hillary Carpio (VP Growth, Snowflake) on building high‑performing teams - Emily Kramer (Founder, MKT1) on Ecosystem Marketing - Pranav Piyush (CEO, Paramark) on managing your CFO and board relationship - Katie Miserany (CCO, SurveyMonkey) on how you’re really using AI - Jane Serra (Head of Marketing, MemoryBlue) on personal branding Between sessions, workshops, and breakouts, there’s also plenty of time to hit the golf course, pool, or gym. We’ve already sold 66% of the tickets. Get yours now! (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8TF3prCCW7lCdLW6lZ3pTW2gzRNF6VB5HgW7yxBBj3nfHwFW2rcq_68LbqlQW1_N0S81X7F4hN8_FN6syl3cwW5Kxnss2nzlBrW2xlThM9fZXB_W8M3WRl6CcWl8W6-cH7m8-Cr3yTwF7V70mctRW4hWXjq1k3S04W4HlBS21HClPFVpjyhv9jtC8VW7FRqd-4P6BwfW7PRq1g4qnQQXN6VXrv13_7ZPW37ghFY1Mg-1wN3b7MJGRk91NW5bchQ24Bbt-HW1sPwSC3SqGDNW89Wbt_4vghlNW1CzVGY6LlGlYW7_JQdB4LLp4WN8b-31X-7hfdf98sXHH04 ) This newsletter was designed in Knak. Check them out here. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWLp-k8ndffqW8HZJ7H77FpKyW3mxgk35JCfX6MBB8Tl3prCCW6N1vHY6lZ3mqW5WxtKV64zpKzW4ldT1y95Y_tBW4DRzwR4rZHwQMM7LQfKkj3gN1jbn5PZVdNxVW1X7D1n3f7-W72lrkS6MCb32W1ttgTr3h6Z9SW6kQ25F7Q8sdxW3Cc97T7JFJKdN2gFxYbszj9XW6HbjPL1QHZFSW7n9ZpS1L8gvcVhYrMb3xThX6W1BsMhr1bsLJ9VHmftY2B7fc7W4M3l4k7sxNDSW3SVRg87CX4YTW82-Tn-2sJ-71W7LPFfP3nj6dWW2g7tZg3Z6DnYVYfg0P2sN3PNf2xVK_l04 ) Want to sponsor a future newsletter or learn more about other sponsorship opportunities with Exit Five? 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I’m Dave Gerhardt, founder of Exit Five (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w0_M3prCCW6N1vHY6lZ3pSW6R99Jq7nYrlSW7VPVSv7rmRDWW7nShpl7dNG45N1-yQWzTHXdZVYcDJy2q41ZJW79v0Ym3bn837W8JNhM87-JGqzW7w4h3x86vdMQW7Vn-vt6tS7mSN58Bv6q6b0rmW1Jshqh6gGR5zW3BZQrd428p-bW82DMLL2bjZQrW7ptdtt77y_GZW8_HVQ36mGSZYW7lgwst3CNc5KW7qn4ll5L9jWXW8g5RND6-X5kgW2jF8Dd644mdDN8PTcBpxTCKXW57jF_h2vspVgW14NFy417lsggf5d37cb04 ) and former CMO. I really write this newsletter (not AI) and my goal here is to share lessons and learnings about B2B marketing, insights from the Exit Five community, and to be a resource to help you grow your career and advance your skills in marketing. If you enjoy getting this newsletter, I’d love it if you told a friend about it. I also enjoy getting replies here because it is really me, so reply back after you read and say hello. PS. this email was designed in Knak (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w10l3prCCW7Y8-PT6lZ3pkW12fJ8J25kRjdW34sbcc7QctxcW6lB-Kd40yjnHW1qX79h6yjlqVW5NmfSv7YF3XyW5gzSHF3Mv3MvW2mB7J67fY1JMT5dl269WbfdW1VgjN791mgVxW3xGthr3KfMtFW391zls5bwC7WW6fWB5M4X5pVBW8dVfgZ1wTK__W2tvTgy3n0qBYW4_4ykQ1fhKwTVCWs837WCPvkW234fdZ7FPN0bW8SV7-11tsZLtW7vhRjn27DtTXW30gpCP2RmXsXN8Lkvvkcdn0rW5XTZgN36R-m9W4ZS_vD4rFhMTW63rWd78ltZSPW4PcgtG3n4sBMW5YGR5d1lQJnDf7g--WW04 ) , which helps you create email and landing pages in minutes without having to write code. Learn more about Knak here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w10l3prCCW7Y8-PT6lZ3pkW12fJ8J25kRjdW34sbcc7QctxcW6lB-Kd40yjnHW1qX79h6yjlqVW5NmfSv7YF3XyW5gzSHF3Mv3MvW2mB7J67fY1JMT5dl269WbfdW1VgjN791mgVxW3xGthr3KfMtFW391zls5bwC7WW6fWB5M4X5pVBW8dVfgZ1wTK__W2tvTgy3n0qBYW4_4ykQ1fhKwTVCWs837WCPvkW234fdZ7FPN0bW8SV7-11tsZLtW7vhRjn27DtTXW30gpCP2RmXsXN8Lkvvkcdn0rW5XTZgN36R-m9W4ZS_vD4rFhMTW63rWd78ltZSPW4PcgtG3n4sBMW5YGR5d1lQJnDf7g--WW04 ) . AI Changed B2B Buying. So What’s Marketing’s Role Now? AI Changed B2B Buying Webinar (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3mlW5DNnmR4qRKBqW4V1bWh3QB3g4W6zJyyN1TJyBqW6rd-wt58FP2bW4CkpbV59WX6ZW58-P438dh-S9W4FXFHb6rBHS2W38Y23y2ZNKpYW8hb6tq3yFzyXW19z-7p2VSzZwW1XcFC94jqnKqM4_l3wnXLZSM9LcTr_hR2jW6L9Rkt2C7_CWW2N-h8S7SHcYdW1hzbjv4DhHvnW57Qw5L4W10j5W25h6KW6qCvfVW2VjPGz75pBBmW6Zr24h2N9mrtW786_L21phPK9W12BThz3JnV7GN5MG3SXZB8s9W1nj3PK3g_b8tf1Y4Qnx04 ) Editor's Note: We're all getting our information from AI today. And if I can talk to ChatGPT and figure out your pricing, the competitive landscape, and compare your product to 2–3 other vendors, why would I ever fill out a lead form on your website? Or "contact sales" before I'm ready to give you my credit card? I hosted a conversation with three marketing leaders recently from early stage to enterprise – Lindsay O'Brien (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w10l3prCCW7Y8-PT6lZ3q1MGJLFXq1MfsW7mCdsZ1QZ9RXW57Wr188gFGnzW6q7_zl5Nb6hkW1B6br79cYxMKW3j2dPv3cSpkRW3r0KBS12_d_ZN4nZ7Xn-fdJ1W7PPZ7X4Q8LtdW1zSZDz2T0SYGW5mLH-w8cpl9BW3Nfs251wRnnxW2G0wpm6Vf8vnW7TgZ1n7SXr9LW6Z_FrN8Swn3kW22xxRk2nTqDWVJqPcn8KdMv-N6d2whcCNkTXVK3Q9619K0nJW3tlbFk7vNQcvW3lH-bs7DCM3dW95yH8N76w4PSW2J9pj_14_N-bW7gFH-_1_r4NrW6p04qK3xLytNW8QcHCY95tXyjf9ll1Xq04 ) (Head of Marketing at Predictiv), Tom Wentworth (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3q7W4ngkvP57jdP4W2Hvt2j6dhtzlW64bPmB69dvdVW2j3scM6V6HmDW6t6mvN3JgNn8W44t_pt7Ygc_bW63LsqR6m82FHW3-sM_V2_SXKSW6Nft7j5l3nshV-8XDd20H5xtW358Mrp1pcfmwN3CTCk_rwYNcW5XTB-h17KWSyVK1Ksy3dbP8KW46sXnt3BZ5QWW3mC2606B5Y4XW5nRbd71ddDp5W7H6hBH8gg-sSW73sSVR1w2nRhN59H4kYvZJZ2W25nsy92Yh4F4W4NWXtf8sSbP1W922Xym6B73FKW1hQ-m13pKfYnf1ZQW7T04 ) (CMO at incident.io), and Aditya Vempaty (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w10l3prCCW7Y8-PT6lZ3nMW6NHYBP99tQG8W1rvKq384GqbnW6JHpnN6K9BkrW3HfYv28zq1YfVM-ZRQ2c3kKGW96t3Ld8_Fx0KW7Vs-ZX6JncJFW874VNQ84Yqf4W7JvKgW6TPXHTW2k-w3y3fv4pbW7bnylR3h1wWMW8nZF7_7tqVglW75nY308BkpKHW1KTCTq5bQ09LW87lpNr8ytLtWW7wvSB61LjdSFW6vZHfd3SyRs-W5nHvQB7Y4D5XW53kzHX5c5t1LW50sRLP5PPsDFW8J0SJD7bFcNvN5GPbqTLXBp4VycXFC5jSkb7Vpqm-V4tLFzsW498v3b4rmHLxW4cn1_-6nsvfyf41bq9204 ) (VP of Marketing at MoEngage). They each shared what's working for them right now, what's not working anymore, and what changes they are making because of AI. Buyers are doing their homework before you even know they exist (90% of B2B buyers use AI tools in their research, according to Forrester). By the time they reach out, they've already done all the work. They know who you are, what you do, and how you stack up. They're not going to waste an hour talking to someone just because that's your process. You don't control the buyer journey anymore. So what do you do? Here's what smart marketers are doing to ride the wave and embrace this change. PRESENTED BY WEBFLOW (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w0_M5m_5PW6N1X8z6lZ3m_W65TDFG2QXqdcM9Gh_pdSRttW18_Cm25RNLqTW2YGgVQ26BZKfW7jYTg6887T1XW67jLt-4b9dWVW2bXNKg5nssMnW3xBdxw7NlTBrW5sZ_5p2wXJr6W6K09Rz5VrDRHW6dkTyw8rfFZ4W4Pq_sM4L74FTVxDhg_5wrZ1_W3pChD31tGPHPW2-rZ7-2DMC4nW722DHZ8dNkwpW6wZsjb76W2H6W6n7Qh27vP8VDW33tf6l5tvKDxW3QkXsv84SRkXN2fG-dl5X3dhN5jvWBlTRDPcW1mky-j5cR6WJW79rfMf98X1C3W90tfRP450q7cW7JwSnb8Njtx8W3ZQd627b8Hh1W7f1D198C5MkLW5wr3Mc8xFchYW3qZDxp4nt7bnW6khbbX3L4QXGVSk-V-7wXWW6W8p_7Nb6tm7g0W3hYHXq4DvWgDW2bHv9W7rJDK9W2xBH-p2tL_lbW7yFprv6pvt1sW252D6D7DJMglf2cgPNY04 ) AI is Changing How Customers Discover You Webflow AEO Assessment (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w0_M5m_5PW6N1X8z6lZ3m_W65TDFG2QXqdcM9Gh_pdSRttW18_Cm25RNLqTW2YGgVQ26BZKfW7jYTg6887T1XW67jLt-4b9dWVW2bXNKg5nssMnW3xBdxw7NlTBrW5sZ_5p2wXJr6W6K09Rz5VrDRHW6dkTyw8rfFZ4W4Pq_sM4L74FTVxDhg_5wrZ1_W3pChD31tGPHPW2-rZ7-2DMC4nW722DHZ8dNkwpW6wZsjb76W2H6W6n7Qh27vP8VDW33tf6l5tvKDxW3QkXsv84SRkXN2fG-dl5X3dhN5jvWBlTRDPcW1mky-j5cR6WJW79rfMf98X1C3W90tfRP450q7cW7JwSnb8Njtx8W3ZQd627b8Hh1W7f1D198C5MkLW5wr3Mc8xFchYW3qZDxp4nt7bnW6khbbX3L4QXGVSk-V-7wXWW6W8p_7Nb6tm7g0W3hYHXq4DvWgDW2bHv9W7rJDK9W2xBH-p2tL_lbW7yFprv6pvt1sW252D6D7DJMglf2cgPNY04 ) ChatGPT and Gemini are now the first stop for recommendations, research, and product advice. People are forming opinions about your brand before they ever hit your site (!) And whether you show up at all depends on how these LLMs interpret your content. Do you know what you’re doing with AEO? Want a gut check? Check this out. Try this free AEO assessment from the team at Webflow (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w0_M5m_5PW6N1X8z6lZ3m_W65TDFG2QXqdcM9Gh_pdSRttW18_Cm25RNLqTW2YGgVQ26BZKfW7jYTg6887T1XW67jLt-4b9dWVW2bXNKg5nssMnW3xBdxw7NlTBrW5sZ_5p2wXJr6W6K09Rz5VrDRHW6dkTyw8rfFZ4W4Pq_sM4L74FTVxDhg_5wrZ1_W3pChD31tGPHPW2-rZ7-2DMC4nW722DHZ8dNkwpW6wZsjb76W2H6W6n7Qh27vP8VDW33tf6l5tvKDxW3QkXsv84SRkXN2fG-dl5X3dhN5jvWBlTRDPcW1mky-j5cR6WJW79rfMf98X1C3W90tfRP450q7cW7JwSnb8Njtx8W3ZQd627b8Hh1W7f1D198C5MkLW5wr3Mc8xFchYW3qZDxp4nt7bnW6khbbX3L4QXGVSk-V-7wXWW6W8p_7Nb6tm7g0W3hYHXq4DvWgDW2bHv9W7rJDK9W2xBH-p2tL_lbW7yFprv6pvt1sW252D6D7DJMglf2cgPNY04 ) and if you go through it you’ll get: - A personalized AEO score showing how your site performs in AI search today - Visibility into how likely your brand is to be cited accurately by answer engines - A breakdown of performance across content, technical foundations, authority, and measurement AI is shaping how people discover and evaluate brands –you don’t want to be guessing. Get your free AEO assessment (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w0_M5m_5PW6N1X8z6lZ3m_W65TDFG2QXqdcM9Gh_pdSRttW18_Cm25RNLqTW2YGgVQ26BZKfW7jYTg6887T1XW67jLt-4b9dWVW2bXNKg5nssMnW3xBdxw7NlTBrW5sZ_5p2wXJr6W6K09Rz5VrDRHW6dkTyw8rfFZ4W4Pq_sM4L74FTVxDhg_5wrZ1_W3pChD31tGPHPW2-rZ7-2DMC4nW722DHZ8dNkwpW6wZsjb76W2H6W6n7Qh27vP8VDW33tf6l5tvKDxW3QkXsv84SRkXN2fG-dl5X3dhN5jvWBlTRDPcW1mky-j5cR6WJW79rfMf98X1C3W90tfRP450q7cW7JwSnb8Njtx8W3ZQd627b8Hh1W7f1D198C5MkLW5wr3Mc8xFchYW3qZDxp4nt7bnW6khbbX3L4QXGVSk-V-7wXWW6W8p_7Nb6tm7g0W3hYHXq4DvWgDW2bHv9W7rJDK9W2xBH-p2tL_lbW7yFprv6pvt1sW252D6D7DJMglf2cgPNY04 ) and see how your brand shows up in AI search. You get a personalized report to see how optimized your site is for AI search discovery. WHAT WE'RE HEARING Four Things That Are Working Today in B2B Buying While everyone else is running the same plays, a few things are breaking through: 1. Unscalable Bets No One Else Will Spend The Time On One CMO just spent $80,000 on a billboard in San Francisco. After four weeks, there will be no way to measure it. Some anecdotes. Some data points. But nothing he can take to the CFO and say "we got $1.3M in pipeline." He doesn't care. His audience lives in San Francisco. They commute into the office every day. They're going to see it. Another marketing leader created a 120-page book. It cost $80-90k to make. They shipped 800 physical copies and got 2,800 digital downloads. The result? $4.8M in pipeline. One CMO is spending $22k/month working with an agency to find influencers who talk to developers and engineers. These engineers create content across multiple channels. At Exit Five, we're hosting an event in March. We hand-selected 100 people to invite and hand-wrote notes to all of them. Not scalable, but that's the point. That's how you break through when everyone else is using the same AI tools to blast the same emails. 2. AI Workflows With Rich Context Context is what makes AI powerful. The prompt is what makes it precise. The Gong Call Transcript Workflow AI makes call transcripts more actionable than ever. We used to talk about listening to a couple Gong calls a week. Now AI can listen to every single one and pull out insights and trends. One company runs about 10 AI agents every time a Gong call happens: - An agent reads the call transcript and pulls out key deal information (budget, decision makers, timeline, pain points) and dumps it into Salesforce - Every time there's a mention of a competitor, it summarizes the learnings and pushes them to a database that updates battle cards every few weeks - Call transcripts trigger Slack notifications to the right people Multiply 20 sellers × 10 minutes of work per discovery call. So much time is saved every single week. The Clay + Qualified Outbound Workflow Here's how one CMO is doing AI outbound that he's proud of: - Clay does all the research: summary of the person's LinkedIn profile, summary of the company, what they were doing on the site, all the contextual stuff about the product - Feeds all of that to Qualified - Qualified writes the emails The context is what makes it work. It's not just writing emails off random stuff. Real use case: They go to a big event. Meet 800 people. Only 40 really want to talk. Ten years ago? Email nurture stream in HubSpot. "Thanks for coming to the booth." Now? Qualified handles all the follow-up. The Knowledge Base System One team created a knowledge base covering everything: brand voice, positioning and messaging, competitors, personas, existing content. Anytime they need to give AI context, they download it as a PDF and upload it to whichever platform they’re using. It's tool agnostic, it gives rich context, and it keeps the AI on brand. 3. Obsess Over Distribution AI only cares about where your content shows up, how many places it shows up, and who's talking about it. Your traditional SEO authority? Gone. One marketing team is completely obsessed with distribution. So anything they publish has to start with distribution. Before creating anything, they answer these questions: - Who's the partner on it? - Who's going to give a quote? - Who's going to share it when it goes live? - What forms will this content take? (Blog, video, social, email, podcast) - What engagement will it drive across all those channels? Nothing else matters until they know how the content is getting distributed. Make Sharing Simple You interview a customer. Turn it into a case study, social snippets, quotes for their LinkedIn. Hand them everything they need to share it. Do the heavy lifting for them. Now it reaches their network too. Everyone does their research before they come to you, you need to be everywhere they're looking. 4. Start By Talking To Your Customers How can you get leadership on board with spending $80k on a billboard or $90k on a book? Go straight to the source. Ask your customers. Get the names, the companies, the titles, what they said. Record it with AI. Summarize it and present it. If you talk to customers first and come back with proof, you make it a lot easier to get that buy-in. One VP of Marketing even built a base of 15 people he can text to run ideas by. They’re not customers but people he trusts. And when he has an idea, he can ask, “What do you think about this?" But at the end of the day, you need a CEO willing to break through the noise. Without that alignment, it’s going to be really hard to stand out. What’s Not Working Right Now? A few things came up that aren't worth the effort anymore. What else would you add to this list? 1. Website A/B Testing Remember when everyone was obsessing over testing button colors? Here's the problem: most of the time you don't have enough conversions to learn anything meaningful. Say you get 20 demo requests a day. It’s just not enough volume for it to make sense to spend a ton of time optimizing. One of the CMOs used to work at the company that pioneered website optimization. His take now? It's of zero consequence. Hasn't thought about it in 10 years. 2. Gating Content Look, we gate everything at Exit Five. BUT we run a different business. The real issue isn't gating content. It's thinking that gated content should automatically get a phone call from your sales team and some good outcome is going to happen. For most B2B businesses, giving information as freely as possible is the way to go. The exception? Only if you absolutely have to. 3. Building Massive Teams A recent Proctor & Gamble study compared human-only teams to people using AI. The finding? One person using AI performed as well as human-only teams. But two people using AI outperformed everyone. Team size is shrinking. Everyone is under pressure. To ask for one headcount right now, you better explain to the CEO and board why you can't do this with technology. 4. AI Avatars I asked all three marketing leaders: Would you use AI avatars in your marketing? All three said no immediately. One tried it for customer win announcements. Too cringe. One company just launched a product and filmed a TV commercial with real actors. Paid them. Had catering. Filmed for a full day. Had set design. Expensive. But their launch video was 10x better than what it would've been with Sora. People can tell when it's AI. And they don't trust it. To be fair, this one probably just isn't ready yet. So, Is The Funnel Dead? Here's the best way to think about it: the funnel is a planning tool. You still need it as a guardrail. You still have to figure out which marketing plays to run. Maybe not enough people in your market know you exist. That's an awareness issue. Go spend money on billboards. Maybe you have a ton of interest. Meetings are full. But you're struggling to close deals. That's a conversion issue – a completely different problem. The funnel helps you plan. It helps you communicate internally because most people know about those stages and understand them. The funnel isn't dead. It's just not how buyers move anymore. – Dave P.S. What used to be a staple of your marketing playbook that doesn’t work anymore? Reply back and let me know. We really do read them all. 📺 UPCOMING LIVE SESSION [TOMORROW] AEO for CMOs: Lessons Learned and Where Search Might Be Going In 2026 Exit Five Event Image (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3n2W2fPhQ441FzrDW8GmYBV96Q-GCN3_gjM-pV7gTW19VFS77pFCBYW2t_FmH5f-zDNW2RyTxd2Vtr3tW3lTZpp7jk15-W2lNk5N6K__M4W341_Gb1_g_S5W7HQYvh1XqtzTW3sxhsB17-t5NW8TMFf76pJmvJW4BhrCc6fr8Q2W8X9ZDL1BJ7yVW34wn5C92VqmhW2mMpRN5LsWHSW8sBQhc5yqPbrW6CNBpz7DSc5gW4-Wkt09066GwW1wS_1F3XsCTrW7_hN7K1TcQPsW7W8GKq6N5p4tW8_9BSv6J6-JxW4MtPM93qm-51f2ZDWbx04 ) Over the last year, AEO has fundamentally changed the buyer's journey, with potential customers turning to ChatGPT, Gemini, and Perplexity for product recommendations before they ever land on your website. But for a CMO, the challenge is separating the signal from the noise. How do you evolve the traditional SEO playbook without chasing the hype? Click here to save your spot. Can't make it live? We'll send you the recording. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3m6W3mxrlY54hMS0N37H90ks76lZW8h57Q76_J3xgW63ZDR45qwBcPW837jcd359x8nVxvcL33bGqxDW6b7NpG6hzXrrVhhfzk7SlQgcW16mh8R6vM7fWW5_Zj4v1ThVBxW1Pt8D-8w6XM5V9-RkG3g2HV0W1w1jpt4P5J7JW6rGQxl7GnNH3W3tFjVl7CYyZJW7r6zXY3_qvDgW52dvdr51zQwrW6mtdSk48RG3zW8-1fZP2bTJsVW1sXM2Z4kNSj0N7jPcZtm3HzCW7SKW5r5JKLQgVnKCxL58NMV_W2kW3Ll6cP6Rsf5tp_ls04 ) Join Marcy Comer (CMO, Eagleview), Dave Steer (CMO, Webflow), Clare Schmitt (VP, Marketing & Comm, Piedmont Global), and I for a breakdown of the lessons learned from a year of navigating AEO. What you’ll learn: - How to think about AEO at the leadership level - What to focus on in the next 90 days - The risks of ignoring AI-driven discovery - How to gauge AEO maturity, from basic visibility to real authority Bring your questions. This will be an open, live conversation about where discovery is going in 2026 and how to build authority while the rest of the market is still catching up. Save your spot (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3n2W2fPhQ441FzrDW8GmYBV96Q-GCN3_gjM-pV7gTW19VFS77pFCBYW2t_FmH5f-zDNW2RyTxd2Vtr3tW3lTZpp7jk15-W2lNk5N6K__M4W341_Gb1_g_S5W7HQYvh1XqtzTW3sxhsB17-t5NW8TMFf76pJmvJW4BhrCc6fr8Q2W8X9ZDL1BJ7yVW34wn5C92VqmhW2mMpRN5LsWHSW8sBQhc5yqPbrW6CNBpz7DSc5gW4-Wkt09066GwW1wS_1F3XsCTrW7_hN7K1TcQPsW7W8GKq6N5p4tW8_9BSv6J6-JxW4MtPM93qm-51f2ZDWbx04 ) NEW FROM EXIT FIVE (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3l7W2Mjpw15yp-mNM-0NdV6MJN3W3-5THp2tS0lvW6VDv817b9f2TW5DPZfM4V0sJ-W4CsCt47JX6BWW68yv0z4vT23QW1SbcX91SntSmW3jMjsg8jBQl_W4XHHTV2KpHJBW5yZTSB56fWq_W40K4186PB7S3W7XmYR63scRfYW930fCH2B1nWFW5yNpGf4ZThnDW45Z1s013-HXlW6qQCZw3n49HKW37chZR4lC5s7W7gxqLS4WC8YnW2hnZ1b4P5nbNW6Kxj9f5pTVzbW8MSkVq4whpn6W3b3s002665V5W6T2n8V1BLXSWdH0snM04 ) The Prompt logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3l7W2Mjpw15yp-mNM-0NdV6MJN3W3-5THp2tS0lvW6VDv817b9f2TW5DPZfM4V0sJ-W4CsCt47JX6BWW68yv0z4vT23QW1SbcX91SntSmW3jMjsg8jBQl_W4XHHTV2KpHJBW5yZTSB56fWq_W40K4186PB7S3W7XmYR63scRfYW930fCH2B1nWFW5yNpGf4ZThnDW45Z1s013-HXlW6qQCZw3n49HKW37chZR4lC5s7W7gxqLS4WC8YnW2hnZ1b4P5nbNW6Kxj9f5pTVzbW8MSkVq4whpn6W3b3s002665V5W6T2n8V1BLXSWdH0snM04 ) Join us in Scottsdale, AZ (March 18–20) for an exclusive gathering of 100 B2B Marketing Executives. It’s two days out of the office at a beautiful resort, specifically designed to connect top B2B marketing executives IRL. The speaker lineup includes: - Dave Kellogg (EIR, Balderton Capital) on becoming the CMO everyone wants to work with - Kim Storin (CMO, Zoom) on what’s working and what’s not in B2B marketing in 2026 - Hillary Carpio (VP Growth, Snowflake) on building high‑performing teams - Emily Kramer (Founder, MKT1) on Ecosystem Marketing - Pranav Piyush (CEO, Paramark) on managing your CFO and board relationship - Katie Miserany (CCO, SurveyMonkey) on how you’re really using AI - Jane Serra (Head of Marketing, MemoryBlue) on personal branding Between sessions, workshops, and breakouts, there’s also plenty of time to hit the golf course, pool, or gym. We’ve already sold 66% of the tickets. Get yours now! (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3n1W8kvPQy3Y7bvtN5XWStNqrJqvW9cntq118krQjW8fmFyS64Wbg1W1QjVQ77r3lZzVXJmCD6WcRbMVM6TLl6dLgqWVZM3N-8QrfwRMdDymkJLsjxN182p_6dDWVjN70xSJVWnlqFN3_nP1-pj8lLW5xFbHV2c7WgZW1bvwjz6ncwwdN5HdmnhtNX4KW3sVygn8qbn3bW8KVhDy5wv24LW8QJ9rx7kGrfrW2rjKym660MLVW4K2w7C9kcN4YW4NhkBT2vJ7JnW1t9mTz1VCqr1W8FBy-P3fypMCW2dlXST79L2lFf71hdhg04 ) 🏢 Open Roles Who's hiring right now? Exit Five is hiring it's first Account Executive (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w10F3prCCW8wLKSR6lZ3mSVL29Zl8Rt3FxW2pfvTb2GlnrfW42XhmD674nd9W36ct_L4svf3wW90m8WS3vhtBFW4C9qb420cWffW23BbDK6CGNnLW6SL32T70Fjf9N7_63lJ3y9DZW4tjcDn6GgFKJW7qjBCp6Rh50QMDBC24L-cTRW9flnmb2Cl__xW77HVct6dgFK5N8X1Xfj_kc7mN7kflpYTljgMW6r_SXD6Jzt5VW7tgh_24LzglTW8CWPB48Z68_xW6hJBnn4Z0rmtW9bz8qb5rKZpkW2gvYDY1P_7sjVmXrCq5mX_spW6nlwtc6_dLpNW1jG8y65vSF0NW565XLX48FWxWW2Wqq-n55MckMW3PpsDb7LM2n5f1TP9t604 ) to help scale a premium membership product for senior B2B marketing leaders. You’ll own the full sales motion end to end, working inbound demand and targeted outbound, running calls, managing your pipeline, and closing deals. This is a hands-on execution role selling directly to CMOs and senior marketers, with short sales cycles, clear value, and strong traction already in place. You’ll run a proven playbook and help refine how we sell as we grow. Flow Agency is hiring a Director of Client Services (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w0-T5m_5PW50kH_H6lZ3pgVVGq3r8QLqmxW3fW6lv5bLYPgW2fQM4S4FrDCVW6JrMtG3JLKTMW478-gm96TxmMN30TWNcFKWJQVVX1Jv7L9BBwN1CMG-p27ShFW4lzRyZ89ntmNW8jtyCH41mGd4W664JCf6btBD5W7mBRb74txchTW6QGr9M6sdZ3ZW1HnH6g2MccFDW3mkP5667klWyW10Xz3p6dtY4QW2rSNmz8Pf94xN82C6ssVSYRGN8Qfp5t4Mw6yN6JLzr4C54fBW7VT5_h4cB8h-W444CS82Fk3gvW2kGWbf3SbQr-W2bFYBV6sFG5bVBFDwp8kCntvW89p5qF4BlYK6W4QB6f74t8J2YW4WlYlH77Kh9FW3XP0k45Yk3GNW4Gj0T41Ckx3tW1VHkmL7T9FTZW5XmlZS5XNRXRf3XJdvR04 ) to own and evolve how they deliver work and serve clients. You’ll lead people development, service operations, and client success across SEO, GEO, backlinks, and performance marketing. This role is about building a high-trust, high-standards delivery org: developing senior talent, keeping projects profitable and on track, and turning complex client challenges into consistent wins. You’ll lead a global team of 12, shape the way Flow Agency works, and protect the conditions for deep focus, calm execution, and excellent results. Tekmetric is hiring a Content Manager (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w10F3prCCW8wLKSR6lZ3n0W88KT3R5nJxnJW5jMvx52WqZGVW2sfhT678vWKMW671xgb6s9WDDW6wPFrk53jNtYW3ZxSRj1Ld44dW4y6Zgn9jNWvPVYBz862K3gJ9W7w12wQ9kzgzVW27jYTy8ZqRzSW422PMs7mflpBMFG5g5lKZBbW8wwYBy22dmVPW6pXb0s4Rf5lWW4193m61YbxQkVd9-gw5T2bxJW8ssGLT8Vj1LmW5Ts-Kb5nT-VrW3MV-Lf2nsKbqW6jXwr58VmFrLW3V_3Y-6sP5FnN1nwqrGLYPnzW9k2BV-6jTkq4W2f8mH03Zpy2vN8mg-Nbsy3kvW4DQ_6L6TLLjXW7PXzyl7w7-7QW64MdTr1Rj7frf68Q1l804 ) to own content end to end. Strategy, voice, systems, and execution. You’ll turn deep product and customer expertise into content people actually want to read, save, and use. This role is about moving Tekmetric from content by committee to a clear, consistent, brand-right voice while driving organic discovery across search and AI. You’ll build the content engine, do the writing, partner closely with SEO and Brand, and make sure every piece earns attention, trust, and impact. See all open roles (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w1023prCCW7lCdLW6lZ3pqN3DjfPqHYfmGW14T99b207yBlW2jl20W1ydDxNW3VJfxF29xfq4W4Tx0Hs5m5bntW3KXwcd89ygJKW6czrTH2zgnxfMG8mJw9Qy7CW8nkHNJ46ybJTV5DjPd3cHpsxW29D7mX1kw2SpVkkpFp60nVSLW1BF3F78mDMWzW5rGKzG6Lhf1RW6ZvjR93RxGGNVSvG_D8rj_ZGW1zKPzJ3rdZc3Vy7ptJ79948YN89_pH3K7Z-NW4Wx-Fw5xYl2-W1SXkWs2G17rTV7g8q-8V9GbjW42Z05h94KF2ZW41Dc3g8MSdJnf1BkC2R04 ) Have an open role and want to make sure the best B2B marketing talent sees it? Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 42k+ marketers. This newsletter was designed in Knak. Check them out here. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVvwWS6mrTwdW7Zg3xk1kST9zV5XFwB5Jw-X-N22w0_s3gP0xW69sMD-6lZ3kRW3vzvzh1ZH5BPW7ltC4G7hDNwRW2j3P_r4YP7vTN1_4mWcLC8yHW34np544Pc8vwW9jsY1K4_h4NMW53KsKP4Ts670W4mpRfy6K-w1FW6LDlgB2r9LYMW2B1KcH52w47FMghMmBFswlfW92XK9p14n9q4W6kYN9s1BcLVjN4PxXkpGZzGFW1Ldkkj3LkMcDW2Zx_1H2VzVYwW6fB7k_7VG7lVW1l8NNf33FXGmW3fwCm84hkyXTVnLl213jrwvWf6kj26H04 ) Want to sponsor a future newsletter or learn more about other sponsorship opportunities with Exit Five? Email hi@exitfive.com (or just reply to this email). If this email was forwarded to you, sign up here to get the newsletter every week. 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Head of Marketing at Exit Five, and I'm back with another edition of The Prompt. I've been using Perplexity wrong. Most people (including me!) use Perplexity for research. But recently Perplexity released their “Productivity Guide” (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXRY3prCCW7Y8-PT6lZ3mVW8vlwNY5RtVnxW5RHHYr3S4chqN80Mvx0CrWChW3tjFjr6Wwkk1W3rHRTY1WBCH4W4rVbQZ6PF3X2W2-xMjh7ScycVW4NjF1d1r8SscW3-xNyh2ZwhDXW135Q9y4RmlTzW5YNF7w4Plgd3W4hZ79r5sf28lW154VLg2fTYbjN50nkk8fR6nZW23y74N7Dpmy8W8YyX3c3JQf6kVk49dG8GlD_LW82L_wP5-Sw8SW1SVmRD2WLCb1VJHhMS1zM4BpW3BB4Nr3RQq43V47lcZ8xj2HcN18VRR0prGB7W1pHd783gKTSBW1zWBK14gKcnMW9g5mbt9ftL4Wf6sp_pK04 ) and I found out so much more is possible. I pulled out the five features that aren't just "nice to have" – they're solving actual problems, especially for B2B marketers. Problems like your sales team explaining your product five different ways. Your competitive intel being two weeks late. That deck you rebuild every single week. I mapped each feature to the specific marketing role it's built for: Product Marketing, Content, Demand Gen…because not everything is relevant to everyone, and I didn't want you wasting time figuring that out. This isn't about learning new AI tricks. It's about fixing the stuff that quietly breaks as your team scales. TOGETHER WITH CONCIERGE.AI (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXRF3prCCW7lCdLW6lZ3mFVd29Gr1MbMBsW1vwSF15R13mnW4QM3pk5czCpXW68HD3q19TPKbW4Ty-d886nS_CN6BTtGFNvnd_W3NW0qD47nh3HVbGMFj6c_YJxW8mr5276L4nQNN8N0VhKDGQGdW3yVhvl6KJhvqW4ljksC7Cy6xPW8CdLPp7gLzFgW8QZKcZ55KSG-W187ssv7qLxW7W3BvkXD51tq9kW8klRcX2sNw4dW3kB5l03DXD4PW38lQK12Y6whrW7grSHV8G-NX8N7g4PwvxMPFdW1Trvd13t6YLgW81TTjm7Yvf8CW2ff5sb46YVcVf1N5Vhl04 ) An AI answer engine for your website that sounds like you and knows your product. Most B2B websites look fine. Good design, good copy, but buyers still bounce. Not because your product is weak, but because their real question never gets answered. Buyers will not dig through pages, PDFs, or chatbots that link them to more pages. If they cannot get clarity instantly, they leave. Concierge.ai (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXRF3prCCW7lCdLW6lZ3mFVd29Gr1MbMBsW1vwSF15R13mnW4QM3pk5czCpXW68HD3q19TPKbW4Ty-d886nS_CN6BTtGFNvnd_W3NW0qD47nh3HVbGMFj6c_YJxW8mr5276L4nQNN8N0VhKDGQGdW3yVhvl6KJhvqW4ljksC7Cy6xPW8CdLPp7gLzFgW8QZKcZ55KSG-W187ssv7qLxW7W3BvkXD51tq9kW8klRcX2sNw4dW3kB5l03DXD4PW38lQK12Y6whrW7grSHV8G-NX8N7g4PwvxMPFdW1Trvd13t6YLgW81TTjm7Yvf8CW2ff5sb46YVcVf1N5Vhl04 ) fixes that. It brings your site into the LLM era and answers buyer questions on the spot using your product knowledge and your voice. And when Concierge determines a visitor is qualified to speak with sales, it will book a demo for them with your sales team. 👉 Click here to see how Concierge.ai would look on your website (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXRF3prCCW7lCdLW6lZ3mFVd29Gr1MbMBsW1vwSF15R13mnW4QM3pk5czCpXW68HD3q19TPKbW4Ty-d886nS_CN6BTtGFNvnd_W3NW0qD47nh3HVbGMFj6c_YJxW8mr5276L4nQNN8N0VhKDGQGdW3yVhvl6KJhvqW4ljksC7Cy6xPW8CdLPp7gLzFgW8QZKcZ55KSG-W187ssv7qLxW7W3BvkXD51tq9kW8klRcX2sNw4dW3kB5l03DXD4PW38lQK12Y6whrW7grSHV8G-NX8N7g4PwvxMPFdW1Trvd13t6YLgW81TTjm7Yvf8CW2ff5sb46YVcVf1N5Vhl04 ) (they'll literally build you a free chatbot) 1. Build a Product Enablement Hub (Inside Perplexity) 🛠️ Primary Tool: Perplexity Spaces ✏️ For: Product Marketing + Content Marketing This isn't "build an AI chatbot." It's "stop letting people interpret your docs differently." Here's the problem you're solving: Your sales team is explaining your product five different ways. Your content sounds nothing like your messaging docs. And every new hire has to figure out "how we talk about things here.” Here's the setup: You create a Space that becomes the source of truth for your product and brand. Upload your approved docs: positioning guides, competitive battlecards, customer stories, and messaging frameworks. Set custom instructions for terminology and voice. Define how it should answer buyer vs. user questions. That Space now: - Only pulls from your approved product and brand docs - Answers in your voice, not generic AI tone - Knows the difference between buyer vs. user questions - Cites where answers come from - Applies the same rules to both answers and content generation What this looks like in practice: Instead of: "Here's the deck, good luck." Sales gets: "Ask the Space and get a ready-to-say answer that won't go off script." Instead of: Fighting AI drafts that sound nothing like you. Content gets: Outputs that already follow your messaging, terminology, and style. Same Space. Same guardrails. Consistency in conversations and content. The tactical part: When you set up your Space, you're not just dumping files in. You're training it. Add these to your custom instructions: - Voice guidelines: "Use 'customers' not 'users.' Write in second person. Keep sentences under 20 words." - Positioning rules: "Always lead with the outcome (faster time-to-market), then the capability (real-time collaboration), then the feature (simultaneous editing)." - Buyer vs. user distinctions: "For procurement questions, emphasize security and ROI. For end-user questions, focus on workflow improvements." If you’ve been reading my newsletter for a while and trying these tools, you may ask yourself (like I did) “Isn’t Perplexity 'Spaces' just like NotebookLM?” I did some research and found: Deciding between the two or using both comes down to the priorities or outcome you need. 💡 For PMM / Sales teams (important) - NotebookLM = internal brain for PMM, marketing, strategy - Perplexity Spaces = frontline tool for sales, CS, partners So if the question is: - “Help me understand/connect/write/create/think through this” → NotebookLM - “Based only on what we’ve approved, what should I say?” → Perplexity Spaces 2. Automate Competitive Intel 🛠️ Primary Tools: Perplexity Tasks + Perplexity Research ✏️ For: Product Marketing / Strategic Marketing Set recurring tasks to track competitor launches, sentiment, and leadership changes. Use research agents to synthesize markets, partnerships, and overlaps in minutes instead of days. The tactical workflow: Step 1: Schedule a Task to run weekly competitive analysis Example query: "Weekly competitive analysis of [competitor] product updates, customer sentiment, and leadership changes. Focus on: new feature announcements, pricing changes, customer reviews mentioning our category, executive moves." It runs automatically. Delivers a report. You're not manually checking for updates every Monday. Step 2: Use Perplexity Research for deep dives when something surfaces Let's say the Task flags a competitor partnership. Use Research to pull: the full partnership announcement, analyst coverage, customer reaction on social, implications for your positioning. Research reads hundreds of sources and delivers a clear, cited report. Not a list of links. An answer. Why this matters: This is the kind of thing that always falls off your to-do list because it's important but not urgent. Until it is urgent, and you're scrambling to prep a competitive deck for next week's board meeting. Tasks remove the friction. The work happens whether you remember it or not. 3. Accelerate Campaign and Asset Production 🛠️ Primary Tool: Perplexity Labs ✏️ For: Content Marketing Labs is the "creation studio." While other tools find information, Labs is designed to take your notes and build them into formatted deliverables like slide decks, images, and video content. Examples that made this click for me: - Raw notes → polished decks Drop in rough strategy notes or an outline. Labs turns it into a board-ready deck with structure, headers, and action items. - Dashboards without code Generate things like win-loss analysis dashboards by region or lead gen dashboards for specific company criteria. - Custom visuals and videos Need a diagram, illustration, or training video? Labs can generate those without defaulting to stock imagery. A practical use case: You just finished a webinar. You've got the transcript, the Q&A, and some rough notes. Normally, this becomes: - A blog post (2 hours) - Social snippets (30 minutes) - An internal summary deck (1 hour) With Labs: - Drop the transcript into Labs - Prompt: "Create a 5-slide summary deck highlighting the top 3 customer questions, 2 key takeaways, and next steps for sales." - Review and edit the output (15 minutes) This is where Labs goes beyond "AI wrote me some bullet points." It's building the actual thing you need to present, share, or ship. 4. Make Lead Gen and ABM Less Spammy 🛠️ Primary Tools: Comet (Agent Mode) + Perplexity Research ✏️ For: Demand Gen / Growth Marketing Generate targeted company lists, personalized outreach tied to real business events, and win-loss dashboards that show why deals stall or close. Here's where it gets interesting… Comet has two modes: - The Assistant: A sidebar that summarizes the page you're on - The Agent: Takes control of your browser to execute complex workflows (finding flights, filling out forms, managing schedules) For marketers, Agent mode can: - Build prospect lists - Pull company data - Track real-time business signals (funding rounds, leadership changes, product launches) without you manually clicking through LinkedIn and Crunchbase The tactical workflow: Let's say you're targeting Series B companies in fintech that recently raised funding. Old way: - Manual LinkedIn and Crunchbase searches - Export to spreadsheet - Manually enrich with company data - Cross-reference with your CRM With Comet + Research: - Agent mode builds the list based on your criteria - Research synthesizes market overlaps and recent news - You have a qualified, enriched list with context, not just contact info Pair that with Perplexity Research to synthesize market overlaps and partnerships, and you've got ABM that's informed by what's happening right now, not last quarter's stale list. 5. Reduce Inbox Chaos (Without Adding Another Tool) 🛠️ Primary Tool: Email Assistant ✏️ For: Everyone (But Especially Demand Gen and Ops) This one's simple but quietly powerful. Email Assistant integrates directly with Gmail and Outlook to: - Smart Auto-Label emails into "To Respond," "FYI," and "Notifications" - Schedule meetings by proposing time slots directly from email threads - Draft replies that match your communication style Why this matters: It's not revolutionary. But it removes friction. And friction is what kills momentum. You're not toggling between tools. You're not re-reading the same email three times trying to figure out if it needs a response. You're just...moving faster. The practical benefit: Let's say you get 50 emails a day. Of those: - 10 need responses - 20 are FYI - 20 are notifications Email Assistant auto-sorts them. You open your inbox and immediately know where to focus. That's 5–10 minutes saved per day. 30–60 hours per year. Not life-changing on its own. But compounded with everything else? It adds up. If You Only Take One Thing Away From This Newsletter… Perplexity isn't one tool. It's five tools that stack: - Spaces = Your brand brain (so outputs sound like you) - Tasks = Your research assistant (so intel stays current) - Labs = Your production team (so decks build themselves) - Research = Your analyst (so you get depth, not links) - Comet = Your executor (so you stop clicking around) When you use them together, you're not just working faster. You're building a system that remembers what you need, runs in the background, and delivers finished work. Not raw materials. 💡 So What Should You Do Next? Pick one workflow. Just one. The mistake most people make is trying to set up all five at once. You'll get overwhelmed, nothing will stick, and you'll go back to using Perplexity like Google. Instead, pick the one that solves your most annoying problem right now: - Sales explaining your product differently? → Start with Spaces - Competitive intel always late? → Start with Tasks - Rebuilding decks every week? → Start with Labs - Need deeper research fast? → Start with Research - Tired of manual data entry? → Start with Comet Set it up. Use it for a week. Then add the next one. That's it. If you're already using Perplexity in ways I didn't cover here, reply and let me know. I'm keeping a running list of real use cases from this community, and I'd love to hear what's working for you. And in case you want to dig in, here’s the full guide: Perplexity at Work PDF (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXRY3prCCW7Y8-PT6lZ3mVW8vlwNY5RtVnxW5RHHYr3S4chqN80Mvx0CrWChW3tjFjr6Wwkk1W3rHRTY1WBCH4W4rVbQZ6PF3X2W2-xMjh7ScycVW4NjF1d1r8SscW3-xNyh2ZwhDXW135Q9y4RmlTzW5YNF7w4Plgd3W4hZ79r5sf28lW154VLg2fTYbjN50nkk8fR6nZW23y74N7Dpmy8W8YyX3c3JQf6kVk49dG8GlD_LW82L_wP5-Sw8SW1SVmRD2WLCb1VJHhMS1zM4BpW3BB4Nr3RQq43V47lcZ8xj2HcN18VRR0prGB7W1pHd783gKTSBW1zWBK14gKcnMW9g5mbt9ftL4Wf6sp_pK04 ) - Jess P.S. I'm testing Comet for competitive research right now. If you're already using it, what workflows did you set up first? Reply and share! I read every response. 🫖 Spilling the AI Tea (Recent News) 🔍 1. NotebookLM Added Deep Research (And It's Still Free) Google upgraded NotebookLM with a new Deep Research mode that pulls from the web in addition to your uploaded files, while still prioritizing your files as the source of truth. Why it matters for marketers: Unlike ChatGPT or Claude, NotebookLM is way less likely to hallucinate because it prioritizes your sources. Perfect for building ICPs from customer interviews, breaking down competitive intel, or turning messy research into structured insights. And it’s already included in Google Workspace. 🧠 2. Claude Opus 4.5 Dropped Prices AND Got Smarter Anthropic released Claude Opus 4.5 with a ~50% price cut ($5/$25 per million tokens) and it uses fewer tokens to solve the same problems, meaning your AI budget stretches further on complex tasks. Why it matters for marketers: High-quality reasoning is no longer a premium experiment. Multi-step research, long-form content generation, and deep synthesis that once felt too expensive to automate are now viable for everyday marketing workflows. The Prompt Library: Revisit the Hits - The Future of Pipeline Isn’t More Leads. It’s Better Signals. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXRY5m_5PW7Y9pgv6lZ3nwW4-Kt5b8v1V27W26D3Xh1t21vxW6H642T7h7CK9W8rJYHg1x9gPbW1z-6f35RHJjkW4HhDkY19bWYcW40yS5H8--pfkN3YjMlVfzgr-W4rChFP91jydBW8QD_b11m1FsnW7H_4Mr3WVDCRN5Gd-vMSHwRdW5hqZkW2bpFKnW1psJqg8XqRvWW2nCXxC1-dkK9W1VyNFp2KB2PbW7Qf4vM42TlqfW978tRc1PFq26N30dlxbYkWV4W5gGd2_22fp7tVhgnV36LHYdCW8QW0N11BtkLxVlqf7s3brK2ZN7q1-dn7kb7fVQwrtW3c8D3pW1bRtl82Mn003VQWZcZ5hcbSRW8KwqV46c8z2qN4kN-DdVnV3JW59c1J52pr_DTW8Vjlfy6HgXzYW1kqKVv76FW-NW4x3Mb744QkXzW7hrHw412B9hjW6M30hZ6H0ZbDW6XL30c36k2C8W9gQQ3S7lBRpLVddP7S4h5QR1TYrVB4t4kxxW3gn_XQ7R1mcNW56JcYJ92B5_-W928PXJ32tcf-f5ZnH-804 ) - What AI Means for Your Marketing Career (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXQM5m_5PW5BWr2F6lZ3mgW7DXccB2vSPCCW7wjhrb870dhQW77HdMw2Fp0jgW3vYjbc7JxqLrW4cZ1Bp1NWcMsW9fxDzl5-BgK8N65-ghyDpvdlW4Dw0gv5csy7vVpRhKj6vBM4KW8xMMbx40mDR4W38nVp979Yp-qW54Sl588tqP4XW8y3lhq5fJXkYW2-Cq5D42MLhYW546sB22pmDpdW8T7L8l58Rq30W13j0Mh6qj7W-N7BxQlpg3bvrN7_FLPn4BPKXW23N_gj1fNZRpW688WrY4JSS8kVvfY6_4M0m-bW1HwThh2F89FDW1F4rY87kr_knW2-KHY048619-W2l-8856kTxx4W21tWRw76tkxjW15Jb_d25bp51N6wnQC_yb69VN6F984PCbRSPW84-QTx2TswbkW7mtQBY7CyJmrN4JwS3wX9pWcW3bdfVx4NqLZYf2mRt0R04 ) - AI Tool Categories for B2B Marketers (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXQM5m_5PW5BWr2F6lZ3mPW3Bj6rz56YCx_W4bcHN03rQlGCV_1tPj4XSG6CN1jGkZ5RRg9SVMdl653S_CKhW5ryyyq5DSZNsW1nfYrT4J5prtN3QKmy89QCXNVVk8Wk4nhdGNW3ZjR9z6cXRzFW4JQSk01G_8qLW6204Jv2L4yrhW6ZPJhv8NNYZYN4G-Vf1Hx5_gVk_0p416KfStW2D26tY96lkNLW3r72j-2y9LXgW3kkQdM3x7SZqW6WqWKC28JLNsV9Fn9G8dBs07N826k83dSzlZW6_0JgG33yzc_F3rVhd-MgGZV9fbvz81Vj20W2cc7CK69qX0_VzxmzS17mz10W1ln8Dq8_LW-LW2LBRtn8sq_YtW7NxZB18zspJLN4hKz1NGN0xgW11_kGl3Lj-PFN6ggzfCsgnr9W1Ds0n28mkR_yW6KwR6n3YTtwZf813x3q04 ) - How to Make a CustomGPT (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXQM5m_5PW5BWr2F6lZ3m3W6q9F1j6SbSTnW5Gm9r38r9HFzW73jc591f2d49W6zQsBZ7pLKjSW85lGqY51n2DBW6GG_CT3gWpv1W67rVqr967JyhW3zPfS72Hj4jXVyHQG94VqKk7W7WmqXM5hxH5LVl2rPG1ZC3Z6W5xC99c8V53gjW463NSZ4gt8MdW83C3c7204kZWW5r1zvj4V985dW83C89l2Mp8yRW8m7Kj4625bZKW7sYlg53T0CswW12fxLS87NnMQW1QKHvL1VKkhZW5Xzx0l5JpvSLW4T12GG1XTm61W2zWtxn2Yc4gsN6TJy16hf7BbW53v8RM6khxF2W6QrVtb7-6Fq1W1zCQ2063WVtHW2VVTFp84-jDXMC4TBCbgKL3N3sYYl_qFQrQW5FDc6587_DTQVHr4lx7-BvL3W4jgZWb5jxGvqW3q2XJG80MyMFf3rHq6-04 ) - AI Tools for Scrappy Marketing Teams (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXQM5m_5PW5BWr2F6lZ3m-MNb26HM1kY_W8GBKb66PtfPcW2jg1W91t2sdcW83HWrM8f6yP6W7gDbcN1ZSRvcW20h_DV1WL0pKW2FbV5x7PqgMlVVbgzZ2Fm47gW590jLp1NDV0MW4-dVB84SF-SMW2Cx7vB5vKKmNW4Njt2g6ThkLwW1F7LBk5y5xWzW96p13D3TKYzdW7l871-5cSYNzW5RtLWh4L1T1HN2mz3PZYh_ppW8P7YVK6WFt1mW58lDvm75MpVdW5LVvvk7HVtJXVJcrZb2hntx7W7Nzp697d6vV8W4TtLSd7V_13SW6wdRqw2cFdYxW4lg3P85S7qqVW3sGQg568DlWJVsssGF1MSfLdW29mvZY87tSHfW4-wKTd8yLXkbW8-mw8y2YSPGhW8djmxg7R25wSW11nW2F996yF0W6hQh2H2Ny121W8Vm_FM60nK5tf8qlJ2j04 ) - How to revive your old content with vibe-coding (Loveable) (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXQs5fkwKW50kH_H6lZ3q0W3DPyCZ6RCfkzW6MkLVs8QjnvtW8mDdZB31wyQSW2H54Kk8QGWMrW2pDR7Y8J1D4QW60yvW826Mdn7VCWyCz7XjCZ8W2gdVtC6byD3wW3KNqnd8L_Kn4W8J8Gbj6zX0zwW92M5cc1dtpQQW8ljy5y2zrrSgW7f5mBh41tZz7W7FNJwB3M85qbW8S-P1X4zsZvGW5B1BDx1-9BrpW10xGTy7DzRR9W14SrpV5SdqfmW1zyqWd6wChTtW4CQphL6PThdxVyblND1Nv8fdW7FPVgD6g4f6TW95hK8z1-XY62W5L43xW6ZhxFyVdttrW7yPhDdW2CjMX16Yy8WRW8Vrs5-53fvkMW61nblF1cgcwmN3nGwhnpXSghW1Fwxk03JkcbYW2T73bc261TjwW4GpN4X21JS5df8-9ySq04 ) Want to sponsor The Prompt or learn more about other sponsorship opportunities with Exit Five? Email hi@exitfive.com (or just reply to this email). If this email was forwarded to you, sign up here to get the newsletter every week (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VWTb0k5RMfTLW1DX-x64MZHvDW8GDvjX5Jc94KN5wYXRY3prCCW7Y8-PT6lZ3m-W27YJ_R2qfhKBW8mFTQd5tgT4tW1PLyg38DBSBDV4m9Y73htH5SW8JJJ6V1_W5DHW1tcCJ45s8LrtW3ZJYY74Lnp15W58kdH17zhSPRW5JG_Cy7MG0plV4dhk43hFKBxW6ndYnr1hQ5B5W27RV6J7bJs4bW6VFxRf3bh4QLW8-ht071jQlBmW825_tW5hVWvjV5KLTC3M-vBkVvvQgP2_c7dSW4Tvc308yL5YwW5rzD_866jPtjW7cbK319jWyjYW705ZfQ5mVwJjW12Hcqm5cGp7XW910w9592Yt2VVjT8xr4Xppz_W5P5Yjj5JFZR_VWxQ5S7N7NBmf7BV1Ys04 ) . 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It’s better signals. January 5, 2026 Presented By ConciergeAI Logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9pH3prCCW7lCdLW6lZ3l6W6Zglvr8klDtPN4N2xR_PjJPQW3TLjmg5bR7FGW2JLbh37D2V_pW3LMzWN50VGP1N7WcpbpSG0fkW2JZlyG1Y2P5tW2K3bF26fpchRW4s7CLy542T2vW2F-G256PYmhBN7MnSDCDh7_XW9622Y75hfmq0W8mhC8v6BGJ1pW5q-y3444B-mnW2TLSg95q-4GbW5QhpX58XtYlWW5DHqLz4qGslkW9cWf6D4ChGsxW6bxxrf3kCNy0W21r0lX4Qn3pZV6k3qX6G9YSjW2nwK-h3wVKbmW52R5yJ4VDmyYW2hkyMt9j9-3xf6Dsl1Y04 ) The Future of Pipeline Isn’t More Leads. It’s Better Signals. 🔊 Listen to the Prompt Here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9nP5m_5PW5BWr2F6lZ3pMW4Pr8-H3ls81KN5L-DXkKDxWdW5K-bgw2wjtMFW68-pW67bybx4VQhcH94PvMN9MZ75W4q96srW8kScKj7551X3W1D1YhB66DdnXVjMD-G6YBNxxN6GhymvQx2XzW62z4fm1Tf0bMW1qL4Fl84k771W8JpNMt1Y9KmSW6lcPJV4btr3LW6th9-X2nJxTrW8WsBPN2g1lVxW3mVlyc47V4MhW13jSf681LsjMW2JLvt_7LZ-Z9W1T_W3V7CnhTgW7mv8d96RC09tW1npFCh3k1d9qW3j3LG05L7lwJW9dtdw01f0bZ-W5BVbzy7gVLfjW2cNsTG7L9mqvW73MFK585mDQwW3KzkKk5vGHVxW4t5dc86cvQPHW2bJK6F2d526rN8Qjf9PsWvNMVR-ZNV317mrfW6qnncK3p0GDMW8GT8Sr5Fxfqmf94lk9K04 ) 🔊 Hey, it’s me — Jess. Head of Marketing at Exit Five. 👋 A few weeks ago I hosted a webinar on The Future of Pipeline: How Marketing Leaders are using AI to Drive Revenue (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9qg3prCCW8wLKSR6lZ3n-F5s55DVRnJrVdkTBZ6v34srW4Q4FHG2jXQNTMG9lHrv_5fvW5-sZ_k32tjXQW837Tcp7xfVBmW6c9yLr7MvrYVN8-Nb5rR9b6RN7WQR-2KxzsyW43n5JK1z6VtlN4Hwv2YG-1rvW4l_vDg44rG7-W4xqgwD44VQ2RW4Fk9TP7ZhlvXW8tFlQT2V-7XZW1KnC4-98971NW60GDXK5NV_zpN1hBF7LN2H0TN6lTtb-XCgCnW2RG0qW1B_9qfW3xKQYz2vYswXVwhvqM915rzyW4p8tk48sF-kdVwJBGw8Wss_HW22Sd_S4dcN9vV9KSWJ4-SZBcW1lTfp61WhWYVW1BhNTS66Cs96f2_mcfz04 ) . And in today's edition of the Prompt, we're going to break it down and talk about something that's quietly changing how the best B2B marketing leaders think about pipeline. It's NOT: - Louder demand gen. - More leads. - Another attribution debate. But how pipeline actually gets built and predicted in 2025. TOGETHER WITH CONCIERGE.AI (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9pH3prCCW7lCdLW6lZ3kyVX9JPX7nD9b4W2qdRc783fRX4W37NbYQ2k0fx6W6sRWWX2Q6gBrW54wQc16NBDWjN8k2-vlkyvghW3D7y5_2zZsy3W8pG3d41-DM0hVL591F7TZSgVW2q2_h934NYyBW1RWYJZ2ZyXJnN27D-fxfvWt1Vff64t3yQmMqW6tznJt9dltXgVRR0KD12-SJpW4LWv3m1FZ8rtW2F8lQ61f6Bq_N8LJp81LL2wRW5Zr2T280W5MKW2ZPQPD5rdWR_W2Fbd8D1xMGNwW7NQpXj8lXTF_N4XwVcglM49bW2F0lqB7WLR_df8rby6804 ) An AI answer engine for your website that sounds like you and knows your product. Most B2B websites look fine. Good design, good copy, but buyers still bounce. Not because your product is weak, but because their real question never gets answered. Buyers will not dig through pages, PDFs, or chatbots that link them to more pages. If they cannot get clarity instantly, they leave. Concierge.ai (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9pH3prCCW7lCdLW6lZ3kyVX9JPX7nD9b4W2qdRc783fRX4W37NbYQ2k0fx6W6sRWWX2Q6gBrW54wQc16NBDWjN8k2-vlkyvghW3D7y5_2zZsy3W8pG3d41-DM0hVL591F7TZSgVW2q2_h934NYyBW1RWYJZ2ZyXJnN27D-fxfvWt1Vff64t3yQmMqW6tznJt9dltXgVRR0KD12-SJpW4LWv3m1FZ8rtW2F8lQ61f6Bq_N8LJp81LL2wRW5Zr2T280W5MKW2ZPQPD5rdWR_W2Fbd8D1xMGNwW7NQpXj8lXTF_N4XwVcglM49bW2F0lqB7WLR_df8rby6804 ) fixes that. It brings your site into the LLM era and answers buyer questions on the spot using your product knowledge and your voice. And when Concierge determines a visitor is qualified to speak with sales, it will book a demo for them with your sales team. 👉 Click here to see how Concierge.ai would look on your website (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9pH3prCCW7lCdLW6lZ3kyVX9JPX7nD9b4W2qdRc783fRX4W37NbYQ2k0fx6W6sRWWX2Q6gBrW54wQc16NBDWjN8k2-vlkyvghW3D7y5_2zZsy3W8pG3d41-DM0hVL591F7TZSgVW2q2_h934NYyBW1RWYJZ2ZyXJnN27D-fxfvWt1Vff64t3yQmMqW6tznJt9dltXgVRR0KD12-SJpW4LWv3m1FZ8rtW2F8lQ61f6Bq_N8LJp81LL2wRW5Zr2T280W5MKW2ZPQPD5rdWR_W2Fbd8D1xMGNwW7NQpXj8lXTF_N4XwVcglM49bW2F0lqB7WLR_df8rby6804 ) (they'll literally build you a free chatbot) 💡 From Reactive to Predictive: the signal-first shift Let me guess. The quarter ends. Marketing does a post-mortem and then explains what already happened, and what they will be changing to improve next quarter. This is the way marketing has been done: test, iterate, improve. But this may soon be considered the “old game” due to AI. Reactive marketing. Post-mortems. Attribution debates. Lots of activity. Very little confidence. The leaders I spoke with on our recent webinar are playing a different game entirely. They’re not waiting for the quarter to end. They’re predicting what’s going to happen while there’s still time to do something about it. That’s the real future of pipeline mechanics. ⚙️ The signal-first shift - Predictive Analytics (what’s actually changing) A simple definition: predictive analytics is the shift from reacting to past data ("post-mortems") to forecasting future revenue opportunities in real time. Instead of waiting until the end of a quarter to explain why marketing worked (or didn't), predictive analytics uses AI to identify patterns in "digital breadcrumbs" to spot which accounts are about to buy before they even raise their hands. Here’s the mindset change: Marketing is moving from explaining performance → to predicting intent in real time. Not with one magic metric. Not with MQLs. And not with “more content.” It starts with a signal. More specifically, an intent signal. The strongest pipeline signals show up when three layers converge and this is where modern AI tools actually matter. 🛠️ The three layers of intent signals (and the tools that power them) 1️⃣ Business catalysts Things that create urgency before someone ever raises their hand, examples could be: - Leadership changes - Acquisitions - New funding - Strategy shifts This is where enrichment + research tools earn their keep. Teams use tools like ZoomInfo to keep account data fresh, and Clay to automate deep account research, pulling in org changes and context that would take an SDR hours to uncover manually. This isn’t about knowing who the account is. It’s about knowing what just changed. 2️⃣ AI-driven market intent Only ~5% of your market is actively buying at any given time. AI helps you find them. Tools like 6sense, Demandbase, RollWorks, and Bombora analyze third-party research behavior: - Topic consumption - Competitive comparisons - Category-level searches This is the difference between “hoping” an account is interested and knowing they’re researching right now. 3️⃣ First-party engagement Your ecosystem still matters a lot. - Webinars - Content - Events - Site behavior But the shift is from counting clicks to understanding depth. Tools like PathFactory help teams see how buyers actually consume content across a journey, while Mutiny and Intellimize adapt the experience in real time based on who’s showing up. ⚡️ Activation: why the best teams swarm Once high-confidence signal exists, the playbook changes. High-signal accounts don’t need another nurture email. They need attention. The teams winning right now have ditched the linear handoff: Marketing → Sales → Fingers crossed. They swarm. That means: - Marketing, sales, and advocates working from the same intelligence - Ads, outbound, and community engagement firing at the same time - Sales showing up informed, not cold Here’s where activation tools come in. Intent platforms feed accounts into account-based programs, personalized website experiences (via Mutiny or Intellimize), and sales workflows enriched with real context. On the sales side, tools like Apollo, Lavender, and Regie.ai help reps act on signal instead of templates: - Emails written with context - Messaging aligned to what the account is researching - Outreach triggered by intent, not guesswork The biggest mistake I see? Marketing sends sales a list of accounts. No explanation. No context. No “why.” Real enablement looks like: - Why this account? - What changed? - What problem are they likely trying to solve right now? - What’s the right give-to-get? When sales understands the why, conversion stops being luck and starts being math. 📏 Measurement: stop counting activity. Start studying deals. Pipeline doesn’t fail because you didn’t send enough emails. It fails because you didn’t understand what actually drives revenue. The strongest teams don’t obsess over volume metrics. They dissect deals: - Closed-won - Closed-lost - Churned They look for patterns across: - Signal alignment - Buying group size - Content consumption - Timing This is where attribution finally becomes useful. Tools like HockeyStack and Dreamdata connect marketing touches to pipeline and revenue, including the messy stuff: - Dark social - Multi-stakeholder journeys - Long consideration cycles The outcome isn’t prettier dashboards. It’s confidence. When you can forecast pipeline health mid-quarter, budget conversations with finance change fast. You stop defending marketing with vibes. You start talking in predictability. 🧲 Brand Gravity Lisa Cole (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9pH3prCCW7lCdLW6lZ3kTW981xd-21VNKxW7gMxVc5w2ymXW7G2bQc1-R8wJW44zD756XwH-xW5P7Zwz7nqFKmVYRvst5j6RxGW2-Sbmh1dfY2LW3W_bT28snBMYW26_bs54cVcghW3-79N-3FL_YPW4LcXXM2MpkyXW13-kjc99C5RLW5t0Y4c99n-gTN4C51sZLBd7hW7tyK378dtfspW7GSdMt23d9T_W349m-t62cXF3W3k5cY48y6GgwW7LsHjp12xMnVW8Qc9cX6MgTsVW2-d7kM8tLcw_W3vGdjv4VhVDxW4yls8h5bb5fkV9NsQc3-LZ8Vf6bxg9F04 ) (CMO at 2x) on the Exit Five live session (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9qz3prCCW95jsWP6lZ3p7N7yWyvh1kkHbW5yf71C3YCbJGW5kWt376RKqQLW39QRV07DJ97-W4gkNsj3VWGN4W2SZY8y30JgTHW6_mmhx795Q9LW8VpsX32XbfXwW54pzGf4zhczgW79kPdJ56HZf3W7Xl8sp6TMHnsW6bBl3q2P3QKCW6QgtVk6g84f0W7tMdVZ4JsskfW5w02jB4jhGdsW8fVP0f6kwybXW8dhG9v6N63RcW3X-nR71md4dnW7pr9313T1vG9W6gkNCR7GLCRPW7hfwDw3fJ-VVW5j6nSV52Hq-DMW7b-Hf0ts8N8VcnggCcfdWW30fP083NTydKW3ZsW6y5JL8KpW64jVHh5ydCZBN2FgYpP33yDmN4sX7vvZ1BwgW2C8QP326hlV3f4kbh7P04 ) , talked about “brand gravity.” “Short-term pipeline” vs. “long-term brand” is a fake fight that no marketing leader should be in. You cannot build a predictable revenue engine this way. Strong brands create gravity. They build digital mass that: - Pulls buyers in before they’re ready - Keeps them engaged while they decide - Makes outreach feel familiar instead of intrusive 🧩 The new operating model: structure before scale One last warning. Adding AI to a messy process doesn’t fix it. It just automates chaos. The best teams do the opposite: - Design structure first - Then scale with AI and partners We’re seeing a shift toward elastic execution: - Internal teams own strategy and signal interpretation - AI handles research, enrichment, personalization, and analysis - Outsourced execution scales output without ballooning headcount This is where tools like Clay quietly change the game, acting like an automated SDR researcher, ops analyst, and enrichment engine all in one. And here’s the leadership mindset shift this requires: Stop using constraints as excuses. Budget. Time. Headcount. AI doesn’t remove constraints, but it does force us to rethink how work gets done. Same goals. Different operating system. 🧰 The modern AI GTM tool stack (what this actually looks like in practice) This is the stack leaders are using to move from volume to precision. Not to “use more tools” — but to connect signal, activation, and measurement into one operating system. Use this as a reference point, not a shopping list. The future of pipeline isn’t more leads. It’s: - Better signals - Shared context - Predictive confidence Marketing’s job is no longer to explain the past. It’s to see what’s coming and move first. P.S. Still reading? Reply or tell me what you're seeing. What parts of this is your team already doing? What seems far from reach? Why? Let me know, I read every response. 🫖 Spilling the AI Tea (Recent News) Google announced a set of AI upgrades centered around speed, ubiquity, and intelligence across its ecosystem—not just experimental features. This includes: - Gemini 3 Flash bringing more capable reasoning and multimodal intelligence across Google surfaces. - Verification and enhanced audio models, signaling a push toward more reliable, actionable AI outputs. Why it matters for marketers: Faster and more reliable reasoning means AI tools can handle complex workflows—like multistep strategy generation or dynamic personalization—more autonomously and at scale. This lets teams shift from manual optimization to oversight and strategy. The Prompt Library: Revisit the Hits - What AI Means for Your Marketing Career (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9nP5m_5PW5BWr2F6lZ3pKW1kwSJX7K9D_TW6B0Wg57zfLWZW6hSp3R5hlGYKW508-qn3YXR8bW9ksYb28YpfCSW4DKFym2cjc3VW40N70933MjSWW7mbcB56DGw6dVDQnQH2MLBShW3zvDgx6TqWK3W2pG-KJ9g5bsWVWx9Ws1LzZMsW46hGW-4dY9sYW6ctlSw6Rq8fKW38_Hrj4bd_yNW4F2TbR7zst5YVrLcXY5wCq9YW3Z6jb34cQPSVW3TrF7x4cWqflN3TWDsnCssh5W4wWYpW6X1n42W6fG-qM943CLbN8scp5-w0nX_W7_QYW61VMHpNVfwSts1bLYYkW5ZzYSN1WbLQCVL0YCD3MkH4kW4S8lz54-NLzTW2SKx5g8CxC7WW7NVzqJ92DnvsW7nP6GD102H77N4sM30PxtPw1N994Mh5sPQS5W4xVJ2r3mLSLdf14g-8j04 ) - AI Tool Categories for B2B Marketers (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9nP5m_5PW5BWr2F6lZ3psW5P4hVB2zvPM3W1lHnMP1VtmlbW25VjFx4WtcK0W5YWbYj818VTJW7DX2dg885MVCW5jjwhM7T1YwLW92ZbKM8y6GKgW4cVnGq7FLWtzW40Npzp8gDF6JW39R_k237RbW_W1xwYzg1lKGVFW6WqbRf6Yj3N0W6RYJgT5bp10gW6sRcfs84QRQKN706pwNzrG5XW78d-tH7Hj4YpW5m43q25-XTRmVDhDL92SsxxtW3TfLZv1dzLBmW9dcCNk8-kD_HW2CTdnz5cHT05W3Yy3TM2CVT-BW60FR2J6t1J4VW8_NBtL5cjnlFW7c-b3S8B8f3QW3RVfp979czjnW8773V15_cC7RW4llSMB6tRMtmW4LVn7_64XCssV_hX3z1HX5sKW7fQyD_24j3K7W2fhvF514j09JW5zWn_g2vkMbpVk2n5R6P8d-tf4J-L9T04 ) - How to Make a CustomGPT (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9nP5m_5PW5BWr2F6lZ3mhVR_GPm443tkCW1L5K8r3gHrPqVGJ6ql5gTpqlW2W-3ln8j64fpW8zWWq45-LRQGN3chrwbQGm01W3y_Z3j640DH5N1Z7w2__NzypW1hZQgB2VY5njW4ZQMWs4d5HfLW8-Gc-T5NXZvBW1Sd4FS2tMHnXW8TrK-t5mpp7XW99wW_m4tvBnqW7NMLRR8qWVgDVdyMfV7scJscW4dh_zW8czRHKW7FsT0C2_TzVLW4V8XXy288CcGW66gPLF3P6R22W5Qk-tX4fDGrBW5G6P1r7qNK0FW3d0X_58jt9JHW2MhmV795xD-kW32JM1x1ssc5FW5d4M3g8n7cs_W4P0T-W6RmGbBW5c24wB2_fcBrVM-WKV8NMpN_W59tlJR5fWmfvV2ZFd77CCKbCW2mcPt-1kwfvMW25RtZV6g-jRRW2LgxyN18Vq-Qf62QDYM04 ) - AI Tools for Scrappy Marketing Teams (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9nP5m_5PW5BWr2F6lZ3nQW4pGhnh1fjY21W87dxkY2f0-_LW1xlTsL7dTwfyW5WyTj46GsklhW7S1Y6H4TFSwZVvZcmj4nKYD_W18FPcr7F-Cd1W3jlfhK3hQ1ZBW48QYq-1VpD-TW4hLSPP4W8q-JW1bcVqr2r2MwBW3Hg1tC1cRZvhW2dJYSZ3D59_MW5Cxpwk1JczDPW24R5vF5rNsL8W9gTynb3n-2jGW1F4S0F7w_CfjW8qcLR86gwxjjN4_qfZ0Dq6fWN3sq7LjVXN3WW7tdnzk3lvM28MpSRC1RKwbkW6TqbSk9fPXfrW4zCBPX3FTYCLW6SmwCP2qjwwKN1pNcxwDj5jBW2_VPgF83hTvpW2gmTdW3kD7d3W5LmQDS6_7w3kW2K38t14dg_5PW2cqgyd4j4wF-W33hp-06fqMXCW2qM2nx755dRRW83LH8R5D_LLQf6tW3zW04 ) - How to revive your old content with vibe-coding (Loveable) (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VVBnRG1Ckf1dW4_HK1N4C_zBfW26rJbN5HXW1MM_h9nv5fkwKW50kH_H6lZ3p_W3w90NG7kflShN7jzJyyG_QxgW6d_nVZ6nmjzsW8YMGGP89q_jDVMfFpB7PB0gYW75KShJ6gsBYQW1-FP1l19ksjKW1GzpWf8_9-pWW2dhXxw1F6bdyW8Wd8CK6lfmjpW4nG3ns5HCYWlW5RYMcR20Pd7bW5pRmct1ST7r6W1K7BCH6wMXhzVWnDDD98CDkLVgJQHx7L21T3W6txTMP26S63JW8f-kkY6LY5_rW5jQJwJ4XRw3fW799JNH91LvWvW9k72yw1Mwy8mW6hFlGh4NlxkYN5RH66h4-TKZW6yzzDH9fR3b7W4kxqL-3tzBzPW1DQfSC4y1CdTW7r7cd097S4TLN5Rt2nxhsyYQW4yW_rF6SNw69W6qGy9V14Hb3yN8YJ1rBhPBkBW6bZ2K62lLqdcf275Lsd04 ) Want to sponsor The Prompt or learn more about other sponsorship opportunities with Exit Five? 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It’s not a myth; you can do both View in browser (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz985m_5PW7lCGcx6lZ3ksW7YQfnv945C9lW7RXWCV2fVQd7W8ZXlRP2RJfycW5LWNkk5-scPJW30wkK67vPYGKVF73Y41s_WgQW7qKCY3521p3dN610mxRxKR7mW7rzv_z14HM2XW6qP7zs3h1Tk5W78QQ-c5qR74JW7wWbPZ1Yn-fqW3mFPqs28S6JmW8D5gPR14hszrW4JTHv959rHz2W2bWYsP1Ygq8vW7N9F_m2P6PbPW3GdyQt5-NSCgW7RzhtF8nBZfRW686sR374Q7lzW9c4tV25Kj2YYW4YQNt-7vdjvVW9kY3Bf3h_h9PVMp2l64QW3YFW4chlLJ9kWr6mW94YZ7k4F2BtgW90x1Hj3nWbxMW19yz8r2H4MJwW62qnpk96CRnNW1_2jwQ6_XKDnW6p0cGW6NRJXnW4m-dwP5WhnMJW2WRMs734_PX2W166lQQ4dr_52W3RGYqB8B3pqbW7yNfdK7K6QjVW3832zC2Qw1rZW3yglQ74Rhyz8N1T3cM5Bs0vSW3mHRC541gYzCf2MJ8KH04 ) January 2, 2026 Subscribe To Newsletter (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz983prCCW7lCdLW6lZ3l6W3_Gcbq5Q6LWcW2gjTYf5wmTdYW3t2skh1D9MtjN6gDpDk_bNMVW2yD9Tm2GBXN9W4t94Z199gN09W5-db-v29765jW1SSWB66HD-RwW8sNM8r2TSWN3W1gvl7k4B4NVFW3hrQVQ3Zkp2CW70qg5-4kZQnzVD6bFw7329ZPW7fW6Cc6glQMsW2LK-qS6bG_krW4TNlKv5Z1Jc7W6CHgF47T4VqsN7tX5gRgskKmW8l86Qs10vcQTW5TX9nz3c0mmGW384Dx44kXVQSV_B2KF7rdZQmW3pNDy68XSltjW8Dn_lv2kstxYf4G5w_z04 ) Dave's Newsletter Header (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz983prCCW7lCdLW6lZ3l6W3_Gcbq5Q6LWcW2gjTYf5wmTdYW3t2skh1D9MtjN6gDpDk_bNMVW2yD9Tm2GBXN9W4t94Z199gN09W5-db-v29765jW1SSWB66HD-RwW8sNM8r2TSWN3W1gvl7k4B4NVFW3hrQVQ3Zkp2CW70qg5-4kZQnzVD6bFw7329ZPW7fW6Cc6glQMsW2LK-qS6bG_krW4TNlKv5Z1Jc7W6CHgF47T4VqsN7tX5gRgskKmW8l86Qs10vcQTW5TX9nz3c0mmGW384Dx44kXVQSV_B2KF7rdZQmW3pNDy68XSltjW8Dn_lv2kstxYf4G5w_z04 ) Presented By Webflow Logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz8T3prCCW6N1vHY6lZ3pYW57_2KN2CMwjnW7l_Ryd4kqNBsW1d48NM4PMFqlW6MC5xL90CQspW5SFWQJ5F06fcV1QsSb6XjW-CW332kBc7LJtbJW6-681j11rTQSW3KCKPy8h9MSrW7pGkXk8XWv-CW3J34BZ6Pgsk3W2B2skT3MBnRPW7npcMm5Cxc2tW1W8p5n3f-QQ8W289k575GgTNmW8bgFLH7Mv7qhW64SNPl1w6CZSW1JYsz035KYFnW1zvr1n6hL7kLW7H78Yz3qdyPWW2NRqJK4Nt4pRW230Kf27JTyXGf6TN5s404 ) Hello and welcome to Dave's Newsletter — read by 42,000 B2B marketing professionals around the world. I’m Dave Gerhardt, founder of Exit Five (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz8T3prCCW6N1vHY6lZ3n5Vm1_j1473NVfW4FfN6p2TGhQlW6sbrXy8SH81LVm0slR8ckdqQW11XnvX6kXM8WW1xs47F6v44t7W3jHZNz8bDM67W2gxl8x5w9RklW4T14yy8gMYvWW85fmMt3FDqZCW3Nwj1-7x2VHvW4h73NP7896zTVvr09y8Rb1ctN87T2t5SPL5RW9bK93P25H3hkW9jzLQH6dM61zW29bnT630t2KVMs-vNG5pm3lW6dVHfw33Qkl4W3SPjKw1wHF-CW5TJlwV59GVqxW2-Q0tN8fLKVBf6HLJ1T04 ) and former CMO. I really write this newsletter (not AI) and my goal here is to share lessons and learnings about B2B marketing, insights from the Exit Five community, and to be a resource to help you grow your career and advance your skills in marketing. If you enjoy getting this newsletter, I’d love it if you told a friend about it. I also enjoy getting replies here because it is really me, so reply back after you read and say hello. PS. this email was designed in Knak (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3q5V4blZ16hcd41W5Plfh_9fvHzMW6796Yk990C05W6wHhCJ4_g6xqV4wrPz2Bdkb0W8qckWx3tzgMNW2hTKT-35HDZWW65YWT85d3zncW8c8K5x70WJGtW1QYHkQ4fjsSvW80mk1x5LqX_YW99pVk051M2XcW2M06V17RrZVhW2yyZHL4vkHZzW2sLhCZ27_H0dW3bdNQ254VpwyW1QfR9x1YnYFPW2ZPFv-98rYwgW74C6Z24vQRSXVt0mSC5nV9ZWW1x9nH42FX_VmW3NNzCh6f8FfmW6hJNWD74rd80W6p0kK87JTq_xW6Q6jyf1Qbs0cW8wHhHM23QPRWf5CM6K404 ) , which helps you create email and landing pages in minutes without having to write code. Learn more about Knak here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3q5V4blZ16hcd41W5Plfh_9fvHzMW6796Yk990C05W6wHhCJ4_g6xqV4wrPz2Bdkb0W8qckWx3tzgMNW2hTKT-35HDZWW65YWT85d3zncW8c8K5x70WJGtW1QYHkQ4fjsSvW80mk1x5LqX_YW99pVk051M2XcW2M06V17RrZVhW2yyZHL4vkHZzW2sLhCZ27_H0dW3bdNQ254VpwyW1QfR9x1YnYFPW2ZPFv-98rYwgW74C6Z24vQRSXVt0mSC5nV9ZWW1x9nH42FX_VmW3NNzCh6f8FfmW6hJNWD74rd80W6p0kK87JTq_xW6Q6jyf1Qbs0cW8wHhHM23QPRWf5CM6K404 ) . WHAT WE'RE HEARING Can you really do short term and long term marketing at the same time? Editor's Note: Hey, me again. Happy New Year. I don’t know about you but I'm already stressing myself out about 2026. Last year was incredible. It’s gonna be hard to top. When you work hard for something, achieve the goal, you immediately start worrying about how to do it again. But I had a talk with myself and realized this: pressure is a privilege. Pressure means there's stakes now. People care. They expect you to do it again. That means something is working. It’s the dream. But here's the thing: you can't just ride what's working today. You need to build what will work tomorrow. That means investing in short-term and long-term at the same time. That’s exactly what we’re covering in today’s newsletter. How do you invest in both short term and long term marketing? This question comes up all the time. Because I think it's often framed that these two things have to be at odds… But it’s possible to drive short-term results without sacrificing quality or trust. A big part of "long term" is your brand, your reputation. That takes time. But all of those "long term" things also can help in the short term, today too. I know often times when people ask this question they want this answer: Well, Rick - you should spend approximately 68% of your time and budget now on "short term" activities, and 32% of your time on "long term" "brand building" activities. But business is not that simple. There's a lot of nuance. I'd say do both. I workout, I eat healthy. But I also crush ice cream and dessert and have weekends where I go completely off the rails. IT IS BOTH. You can do both things. Here’s how… PRESENTED BY WEBFLOW (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3mtW5Zvkjq8zZT91N1Bcs3QBsD7jW6nw5rF1wd7ddW79t2pP6gBYDTW5wH3fB8HtG2sMgnm5crZ8G8W7RRm1h6XjwHnW9lPQwp7Xrz9rN31bXjWPc2mpW2QL7vN6G-rYRVMgLdN8kWHNSN8KQJL1hzXZzW5MhFhG8j5Rg7VrjGyD24jVGdW2mWJXP4qwD0LW5YQjs57H9dTVW31mLbm1XL_ZdW3dlSqn3MrW7zW8dtccm4ZbRkXW36rwF74TNFgxW5t27Q973YcyTW8tzs6-1BC3_sW2TwbCC60yvZLW8WR1BG7N82GnW4YpRtk11pPhvW2cZ0jC7H83sZf5t45bC04 ) Level Up Your AEO With This Playbook Need AEO Help? (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3mtW5Zvkjq8zZT91N1Bcs3QBsD7jW6nw5rF1wd7ddW79t2pP6gBYDTW5wH3fB8HtG2sMgnm5crZ8G8W7RRm1h6XjwHnW9lPQwp7Xrz9rN31bXjWPc2mpW2QL7vN6G-rYRVMgLdN8kWHNSN8KQJL1hzXZzW5MhFhG8j5Rg7VrjGyD24jVGdW2mWJXP4qwD0LW5YQjs57H9dTVW31mLbm1XL_ZdW3dlSqn3MrW7zW8dtccm4ZbRkXW36rwF74TNFgxW5t27Q973YcyTW8tzs6-1BC3_sW2TwbCC60yvZLW8WR1BG7N82GnW4YpRtk11pPhvW2cZ0jC7H83sZf5t45bC04 ) It’s the hottest topic in marketing right now. Everyone from new marketing managers to seasoned CMOs around the Exit Five universe are asking questions about AI and SEO, aka AEO. Your buyers are learning about your brand from ChatGPT and Google before they ever hit your site. No demo. No sales call. No chance to explain yourself. That’s AEO. And it decides whether AI ignores you, mentions you, or actually recommends you. This is the future of B2B buying. Need guidance here? You’re not alone. This AEO Playbook (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3mtW5Zvkjq8zZT91N1Bcs3QBsD7jW6nw5rF1wd7ddW79t2pP6gBYDTW5wH3fB8HtG2sMgnm5crZ8G8W7RRm1h6XjwHnW9lPQwp7Xrz9rN31bXjWPc2mpW2QL7vN6G-rYRVMgLdN8kWHNSN8KQJL1hzXZzW5MhFhG8j5Rg7VrjGyD24jVGdW2mWJXP4qwD0LW5YQjs57H9dTVW31mLbm1XL_ZdW3dlSqn3MrW7zW8dtccm4ZbRkXW36rwF74TNFgxW5t27Q973YcyTW8tzs6-1BC3_sW2TwbCC60yvZLW8WR1BG7N82GnW4YpRtk11pPhvW2cZ0jC7H83sZf5t45bC04 ) is a resource you should bookmark right now. What you will learn: - How AI tools actually form opinions about your brand - Where traditional SEO still works and where it completely breaks - How to tell if you’re invisible, mentioned, or trusted by AI - What to focus on in the next 90 days without chasing hype - A clear AEO maturity model so you know what “good” even looks like Get smarter about AEO this week with this free resource. Click here to grab this AEO playbook now. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3mtW5Zvkjq8zZT91N1Bcs3QBsD7jW6nw5rF1wd7ddW79t2pP6gBYDTW5wH3fB8HtG2sMgnm5crZ8G8W7RRm1h6XjwHnW9lPQwp7Xrz9rN31bXjWPc2mpW2QL7vN6G-rYRVMgLdN8kWHNSN8KQJL1hzXZzW5MhFhG8j5Rg7VrjGyD24jVGdW2mWJXP4qwD0LW5YQjs57H9dTVW31mLbm1XL_ZdW3dlSqn3MrW7zW8dtccm4ZbRkXW36rwF74TNFgxW5t27Q973YcyTW8tzs6-1BC3_sW2TwbCC60yvZLW8WR1BG7N82GnW4YpRtk11pPhvW2cZ0jC7H83sZf5t45bC04 ) It All Starts With Alignment I've found that so many challenges and issues in marketing success are rooted in the goal and how it relates back to the company goals. You can have the perfect channel mix, but if you and your CEO disagree on the approach? You're cooked. The key is getting alignment on what you're optimizing for and why. Show the team which initiatives drive results now and which ones set you up for the future. Make it clear how both fit together. You don't need a perfect percentage split, you need agreement that you're doing both. Without that alignment, nothing else works. And it's the marketing leader’s job to drive that. Short Term Wins Are The Secret To Getting What You Want You want to hire a full-time events person. You think podcasting could work. You want to invest in community. Don't just ask for budget and hope for a “Yes.” Test first. Prove the channel. Then make the business case. - Example: You want to hire a full-time events person. Run 1–2 small events with your current team first. Get some data. Figure out what the role needs to do. Then go to your CEO with proof. Here's what we did. Here's what we got. Here's what it cost. Here's what we'll get if we go full-time on this. The CEO doesn't want to hear "trust me, events will work." They want to see that you've already proven it on a small scale. You can't set the right goals for something you've never done before. If you've never run a mile, you can't set the right pace for a marathon. Start with experiments. Set guardrails. Focus on action over perfect goal-setting in the early days. The more wins you have, the more trust you’ll get. Short Term Tactics: Doing The Hard Things That Don’t Scale It’s all relative. If you need 10 customers NOW or else you'll go out of business, then you better get knocking. You can’t be worrying about the fun brand stuff. But short term doesn't mean bad marketing. It means doing things that helpyou sell more today while setting you up for success longer term. Here's what that might look like: - 1-to-1 conversations. Not scalable, but high-converting. DMing prospects. Showing up in Slack communities. Answering questions in forums where your buyers hang out. - Webinars with a clear CTA. Educational content that drives demo requests or trial sign-ups the same week. - Running ads to bottom-of-funnel searches. Someone Googles "best CRM for sales teams" and you're there. You're not creating demand, you're capturing it when they're ready to buy. - Personalized video demos for warm leads. Record a 2-minute Loom walking through exactly how you'd solve their specific problem. Takes 10 minutes. Converts like crazy. - Handwritten direct mail. For your next event, send handwritten invites to your top prospects. That’s what we did at Exit Five for our Marketing Leadership Retreat in March. Personalized invites to a hand-picked list of 100 execs. Then a follow-up email showing the invite going into the mailbox. The thread running through all of these: they drive pipeline now. But they also reinforce your brand every time someone sees you. That compounds over time. Playing The Long Game The easiest way to hit your number is to invest in what’s working now, a year ago. But since you can’t go back in time… The best channels take time to pay off. The good news? Once they start working, they keep working. This can look like: - Podcasting. I've been doing this for 10 years. 500+ episodes across five different shows. And I can tell you the ROI is real. You spend an hour with your ideal customer or a key player in your industry. You build a relationship. You create audio and video content you can use for months. You build employment brand (nearly every candidate we talk to at Exit Five mentions listening to the podcast first). And yes, it drives sales long term. - LinkedIn thought leadership. I've been posting on LinkedIn for years. I have 192,672 followers (but who’s counting?). LinkedIn is an incredible channel in B2B. Because B2B social media continues to be an underrated marketing channel. It is quite literally how humans get information and make buying decisions. Dasha Shakov (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3nCW2N2d5-4pcZslN3m3Js1hB1QRW8k6rF367vqwPW6_RXb22FTmsxW441NQ_6mXS0kW53mdlS7cLPmJW60S9Ds6DdmFSW6WXP7d7FH3NmW8Ggmmk12CS0vW7-8Dn339XcclW72Vj9V15Cr5xW1BZlkn475z4QW8TV3jb1NGxFRW2Sms1F5hWGl1W4Zzmf04mbJGZW8QvHgW1LjgbBW7ln_Ql20g3XPN13Kk4y4lxXpW553Xtk5ndYL7W6Xf7wM55FkcVW5XGyww4Q6-h4W6PRF0Q4Rjp1QVh6yfk3S1X62N6pRBzK1GkZHW2ScjMH47qXc-W67x1VV25GJyYf5mj_qs04 ) (Head of Marketing at Proton.ai) said on our live session recently, “LinkedIn is the only social channel where the barrier to entry is low, the targeting is built in, and it actually feels professional to consume content during the workday. People are learning there. And they feel productive doing it.” - Community. I've built a business around community and community building has been one of my key plays as a B2B marketer. It’s a great business strategy because you’re building relationships with future customers. It’s much easier to sell something when someone knows you, likes you, and trusts you first. None of this shows up as "sourced by podcast" in your CRM. But talk to your best customers and ask how they found you. They'll mention the podcast they binged. The LinkedIn posts they saved. The community member who told them to check you out. That’s the dream. A Short And Long Term System You Can Steal A Kanban board is one simple thing that has been timeless and over 15 years still hasn’t gone out of style. It helps you visualize what's happening across different time horizons: - Long term (3-12 months). Big projects. Ideas. Stuff on the back burner. - Short term backlog (0-3 months). What you're working on next. - Sprint backlog. What your team commits to this sprint (usually 2 weeks). - Doing. Work in progress. Limit this column so you finish things instead of starting everything. - Dependencies. Where you're waiting on vendors or other teams. - Done. What shipped this sprint. The board shows progress. It keeps you focused. It makes it obvious when something's stuck. And it helps you explain to the rest of the company what marketing is working on and why. Because let’s be real. Balancing short and long term activities usually comes down to measurement. It’s hard to justify the longer term plays when you’re comparing against something that will pay off right away (like ads). But making it clear what you’re prioritizing paints a much fuller picture for anyone who’s not in it day to day. This is just one simple example. I’ve been working in marketing 15 years now and the tools keep changing (back when I first started I remember this guy had a Kanban board with post-it notes on a big whiteboard). But the tool isn’t as important as the system. I’ve always loved the idea of having an icebox, parking lot, or backlog of future projects. But tell me - How do you manage this? How do you track long term and short term activities? Speak Your Goals Into Existence (It Works, I Swear) I've seen it every year with our business. We make up goals and plans. And every year we hit them. Goals work as magnets. They pull you toward the outcome. I also believe you need guardrails. Deadlines. Plans. They're forcing functions for getting things done. So yes, do both. Set the long-term vision. Build the systems that will compound over time. And hit your short-term number. Prove the channel. Make the sale. Marketing isn't just about quick wins. The best marketing teams invest in consistent execution, brand-building, and long-term relationships. – Dave P.S. Do things that don’t scale. Pick up the phone. Write a handwritten note. Go see customers. Please!!! This is where the nuance lives. You can’t just get it all from recordings of calls and transcripts and recaps from your AI note taker. I’m being reminded of this first hand right now. Matt on our team has done 50 sales calls with CMOs in the last 30 days. He’s not a sales guy! He’s the community guy! Do you know how valuable that information has been?? So hit reply and tell me…what’s one thing that doesn’t scale that you want to try this year? 📚 LATEST CONTENT Here's the latest from the Exit Five content library: - 🎧 How to Build a Brand People Pay Attention To (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fzb23prCCW95jsWP6lZ3p6W18JNDT5rh-G2W7LHNh_5Mjc5qV1W5Hr4Y4qDmW1JmlKK1wyglDW80-F5C85VfgbW7LNfVQ15FLS5W3NfS0N1vHSc4W7KmSWb6byzH4N6bWTwGgdgsVW5YQTR-7_v_y3W1zV8FP4kmppvW4RRqMm8bfGfSW8PcZCs2ylFS9W3nsB_97_CxL0N34gl3Y1SZjfW44349Y1v8YfpW4B_y6w7tQ-1kW5KWN902qDQjHMB6pSrQgSZQW44LCXZ2cH8rrVdsdw15bwXgdW2CygnN4b4W_nW7MB-Wn7dyt8gVHWVLv1m1-RYW5f-PWv12HRM7W3F1ZK83-xH09W6W7SLw4SNv77W6PccyF6nDYbcW6qttXf3X4pDcW5vWC4h4-D1Nsf59mhrl04 ) - 🎧 How Marketing Teams Are Using AI to Drive Pipeline (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fzb23prCCW95jsWP6lZ3m8W3DNw_74ngtWmW5zy7x695D-90N2psKNk3W7t8W7-6m3B1Nd1-lW90lPP76xWjbfW6vl5Zw7VB5_jVjNzR52lkKHGW8961Kh5zL4_HW8chg723rspkwW2MH19R8gfFybW2x2PpM3V7rJjW8RKDzs5gd5zGN11tGpt8ktmqW6XLx5k2lDMWSV9fnsF6mzN_lW3ygJgw1DpNxxW2-dLBf8RvfsNW7MhWV63kWFWQW3Ly7Pd870ZR4W3lq6b41SmhmnW65K1lk6KTfJFW9gp4Sy5j99SPW95bbB76ln1wSW4_4CM32FhxvfW6zp9js5qXbKdW2p0PZ652XX0DW59TC_T38lJZ3N2Rg8pjb87NYN4gT3NJJQHw2Df10wGQkgjf3kq1X604 ) - 🎧 How to be Irreplaceable in B2B Marketing (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz7-5m_5PW50kH_H6lZ3lwN2K-nF2SqGvfW1ZTzdy1DvWPcW3slNkv404RM4VZPRF662-VndW1Pfv28783JYPW3XgVTh1J_2g_W5_vgBn1RgMwdW3Vd_RX4FQsLTW4Y-0B04Sxk4rW5QFgPS72HFGmW4k_Nwf4xJDcvN1SbtkMtMRZBW1qqNwZ440HGmW5yGdc74yDyBrW8xlsTJ6BVCd3W877JZN66V9yGW376hZl6GdRXyV19FZg44v4pYN5cWBH_TYS9qW3g6wh21kRY2PW9kKsgl4Rt8PQW99R4jw1P0Mv6W86_tZ02szBHZW4PnbPc4v60__W3pbYg-2fnMPwW42KkQX2nCgDnW92JDhN44kHj6W37q0Gh4BWFT8W7rlh-P31f0NHN6lKyY7cWqYKVg3pgd7fs5tPW99Hvp26qty6Tf1KYK8804 ) - 🎧 How To Write Great Marketing Copy (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz7-5m_5PW50kH_H6lZ3lWVNBcrc7SVx5NW76bNnY3pgRT4W8HH4fr1X318TW3PCQmX3T7b8DW2hwxrS7MHXK3W2lMJSP7b1M1cW1cM_Wl4M5Kv8W9hWm5993YCSnW7w27Xz3LKr-5N3gwMY23TvHGW86M41d5Dd561W4qqd2K1KgBTcW3-ZTCq11Z-DQVr5pjp43Vg8jW1P_gZJ87nsXXW9gQxCN52w6k8W8DlHZr3lRjWzW1HPMqn227ggYW4vQymC25FlWNW3LkjFY7BlLjgW7614p94mnCTnW2C6HMg1_k60YW8dGtdV6HHTYfW3YV1Zd2zbf_FW3VxLYs3fKHPJW5KQ_2w24-7XLW1ff-2D1g0tNYV6NC-b8ZF6Y-W8Sl4532ykX6yW6xRzC35y7_DXW3C9cPc6__3LBW37-BwZ7H2_h4f87bVyK04 ) - 📰 Five Ads That Made Me Stop Scrolling (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fzb23prCCW95jsWP6lZ3n_W4lkHHn56FhttW92Z0812KFkqFVc4b6B7F41cNM_gMhl1y1zXW7Jm2Z_6gZVw7W2yVYYd3f0yS9W3WLmPh5-9CfhW60ydYL8-_S_0W3gFyB798CzC7W1jqt5P3j6yZ8W5vK8Hy6XXV6wW7SJzdQ8zvpDVW47qPqF45Nvh-N458WdGvCwTYW3CTSdM4Gqr-5W9kMKnv40TxTnW1S4Zy_8Dtn2gW4stKDZ1hT-CpW5tvqCV7CMJn8W2NKPXM6KprQjV7bBzS4S84XwW2Y2J4V3B6HyGVLNS7d8l9rnCW7h6qqx7RlGtCVZJzKt5s96BDW85Q-tw44xBVqW8S51Cj78DQpLW4PZ5Jj3x8FGRW9fPXN24DvKTCN84zf8VL0F5Qf62qs0W04 ) - 📰 The worst advice I ever got (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fzb23prCCW95jsWP6lZ3lSN1yJTqXgsMtMW1d1rF93VnmJhW4fJ39Q8STzhYW2JgpM467-TwGW8HvLF_7NBz5PW8PJT_n2DPVjbW3ygnkQ5n_pFwW78Mphw78hT7ZW914hdX3d-NpyW6DdqV-3kMh7tW5C1VpB5kHTjfW34L-Br93YsJmW1wXgGc5k_mhJW1FYgc_2jZHsVW48PynC2mq2l8W2RdhY891_QwzVL70Rs2dp3C1W2hKJ1V595clHW4FQXgk7BH8CQW66TgSR1Q1LQ8W7fPCVq4DLqCsW2gWBdH8CtKPmW7_kffP8nTkhgW3S64TP47gv2nVLtRWH67Vnj_W4pfMVL5SdByCV4CZyG8b1TV4Vn74881qf6WBVJ3bDp3-MqwcW3SYnrf70y46ff8pvk2W04 ) - 📰 Book recommendations for you (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fzb23prCCW95jsWP6lZ3n2W2JF4xT6Bp3K1W74X7Pk1bYxrXW1thFCq7G2vTyW3-XXhD8kBRQKVhyKs0438mpgW6P5nKN5tSkN-W1n-bxq2-bhjPW4hGLT72wPvdFW8QCp1M2XvVbJW8yD9v-7b08yPW4sp2f71TxNjLTZ71Z4wY29hVqWM003Z8rjsN5M_-d2BlH0VN29XtMkZcVDXN5nbRs8rCVM2V9HLGJ1065b8W8GbZ-p2tXmFdW7BhkTr4tL9tmVKHsCC6mS7QWW75fyC01MF4MPW1H-JgS93fhHyN593J20MwHN3W4hWkgy8qTLMLW3l_88f5PRCdgN1fB-BF4LqlCN1msHYJzfNtVW3Gt5Bw6PM4gRW49WzmX1BFztBW1K-_pd3K3htKf8kdXdH04 ) - 📰 Does inbound actually work for Enterprise? (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz7-5m_5PW50kH_H6lZ3q4W5dBHM92MD9BRW5qddLX2tBBTTW4kqggC8-4f8GN62YG_G5LKBVW5MGpyM3V6JvqV39x-484PVvjW7vsJMm3XwLNCW9161B_4Xy7MsTl8Mc1J2zWMW4Zb9Pq89qxTpW6dxHXx3v684vW2mxsbC9j-GrdW6Lfdd75TnCmvW4-tVqW7NBwTCVdjMWn4G0v2tW32zpFV2jvd8sVQtFFV6TDdWNW8b_PBl1jgmSCW18PKB48pxTwgW8jnMFb8SBqbQW9ll0fp6Yk7cxW5S2b--8kf9yfW34-Rnm2v6cc-VRcsKm14xtYHW8-Lh7r25mVtpVX8gZF8dRf6_W4BhWNH8xWGpcW3tHTJv13K3nTN4pFQT_8XMKdW1fJHx01tTfRkW1j7vD14W4TYMW3GwJ2Y3yqZkPf20vLBb04 ) ✍️ NEW FROM EXIT FIVE (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3q6W8GJgRd9d-WwXW7sdZvG80kFPTTxQXF7YKbRdW7QbnnW5-j4JZV4GCl936QnqtW8BmTDt7MfNPCW1bKlcj6pv71qW4dDJN93Tn2fjW98LJ8v6kbDmyF5sDqhm2WrqVfTlHC2KpHHGW5yr7141QC4-bN8ft9THvFf1TW64J-V-2YyxRfW2NnVl78xG-YHW4WJKlw3FkXrdVvBKWF6gq0mLW5yPNz71PS6tqW243KSd5mlFm-VjZ7WD8xXstbW6KJC3Z8Xx75rW6hs_Gv4F_SRpW4PqdBN73lrHVF1jn4scmkjPW8TJhDf1M3BgCW6KHNZr8lw1RPf7zw1Bb04 ) Do you need to learn more about AI in Marketing? The Prompt logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3q6W8GJgRd9d-WwXW7sdZvG80kFPTTxQXF7YKbRdW7QbnnW5-j4JZV4GCl936QnqtW8BmTDt7MfNPCW1bKlcj6pv71qW4dDJN93Tn2fjW98LJ8v6kbDmyF5sDqhm2WrqVfTlHC2KpHHGW5yr7141QC4-bN8ft9THvFf1TW64J-V-2YyxRfW2NnVl78xG-YHW4WJKlw3FkXrdVvBKWF6gq0mLW5yPNz71PS6tqW243KSd5mlFm-VjZ7WD8xXstbW6KJC3Z8Xx75rW6hs_Gv4F_SRpW4PqdBN73lrHVF1jn4scmkjPW8TJhDf1M3BgCW6KHNZr8lw1RPf7zw1Bb04 ) Need more AI? Our Head of Marketing Jess writes a weekly newsletter called The Prompt devoted entirely to AI in B2B marketing. Readers love this email because it's packed with practical and specific examples you can implement in your work and go beyond the fluff and hype with AI you hear on LinkedIn. Click here to subscribe to The Prompt (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VX6cxQ7xh4ZLW8RwZCK2cLK37VpK0y35HQlKdN99fz9s3prCCW7Y8-PT6lZ3q6W8GJgRd9d-WwXW7sdZvG80kFPTTxQXF7YKbRdW7QbnnW5-j4JZV4GCl936QnqtW8BmTDt7MfNPCW1bKlcj6pv71qW4dDJN93Tn2fjW98LJ8v6kbDmyF5sDqhm2WrqVfTlHC2KpHHGW5yr7141QC4-bN8ft9THvFf1TW64J-V-2YyxRfW2NnVl78xG-YHW4WJKlw3FkXrdVvBKWF6gq0mLW5yPNz71PS6tqW243KSd5mlFm-VjZ7WD8xXstbW6KJC3Z8Xx75rW6hs_Gv4F_SRpW4PqdBN73lrHVF1jn4scmkjPW8TJhDf1M3BgCW6KHNZr8lw1RPf7zw1Bb04 ) and we can help you get an A in AI. 🍎 This newsletter was designed in Knak. Check them out here. 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On work life balance… View in browser (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02rR5m_5PW6N1X8z6lZ3pVW8d50P94GgWQ-W3sb3gZ5dKySnW3dQVL56SQlX5W4kSJ8c8CNF19W8vGwYR82d5pkW2B1pbg3GKYCRW8zssS74yrjwzW3P9Vr37RZ2nYW18cSz85xmh_rW75359d1v0VwBVfg3q-508tlSW5xk49Z4FKV1rW3Jx28s7fBdxtW357vtP5KspXwW1M7w1j4PhZlnW16PZH-7_fNQ3W8Nz_8k4nFypLW77Hf0-9l_llhW9b_jmZ1fmFcxW1jQ7p67dtjGTW3fkPmR6hRWXpW6HPXf94l1cfPW2qzt0C4WWf-PW4M7zbk5JjvCzW4tNVqk8v9rHbVV9JWj5QnmCbW2lcNxs54BQg2W47ThSt6x_NllW6r15F53DDPH6VlcYJ926LFXTW1FYyqX8wzB61N7zsmRpLJ9ZJW2_kN7X470xVRW6jS4x35vxpj-W8HKRHZ8SZ1GnW7shJLc4f3rWMW72TYVk3Rfbp5F4c8WF9nmXLf1xBb9P04 ) December 30, 2025 Subscribe To Newsletter (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02s63prCCW7lCdLW6lZ3lPW86w37d4YfsBwW6BjB6W91HT45W3zlS_11klY8RW7dZl7m7zxN0BW1ZZ9xw6MDDrMW100hSr87hW9YW2vPjTC11NP64W2-S6p783G6k-W4-7GBb11QQcyW3zXfFm4-W1B6W3NHbQG42qhB4W8n-jPQ48lTH5N7bQr-Rzh15lW1YnCsQ8DQXv4W1SbQg64Qr-GmW17S6GR5P6WnvV3DXrX8V2SvJW7G7nJH1VLXDhW7gWz3f7xJ_pZW34jkYw9j79f_W2JDtvd1rgb5kN1nwDLNLnQvzW5Mf0yv2BWrmKW6S2P5y5fhdXsf3V9lP-04 ) Dave's Newsletter Header (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02s63prCCW7lCdLW6lZ3lPW86w37d4YfsBwW6BjB6W91HT45W3zlS_11klY8RW7dZl7m7zxN0BW1ZZ9xw6MDDrMW100hSr87hW9YW2vPjTC11NP64W2-S6p783G6k-W4-7GBb11QQcyW3zXfFm4-W1B6W3NHbQG42qhB4W8n-jPQ48lTH5N7bQr-Rzh15lW1YnCsQ8DQXv4W1SbQg64Qr-GmW17S6GR5P6WnvV3DXrX8V2SvJW7G7nJH1VLXDhW7gWz3f7xJ_pZW34jkYw9j79f_W2JDtvd1rgb5kN1nwDLNLnQvzW5Mf0yv2BWrmKW6S2P5y5fhdXsf3V9lP-04 ) Hello and welcome to Dave's Newsletter — read by 42,000 B2B marketing professionals around the world. I’m Dave Gerhardt, founder of Exit Five (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02rR3prCCW6N1vHY6lZ3plW90_sJH53N-krW5YDmQ93tV2kJW6XhvBX36_BStW1HlC_C5fT3sGW5gNfkb6hFHPLN96KnMwkw-PbW1LJF2R5RY83_W4pNT6H72d73SW5Kv-Sf6DZDVdW4RncQF4jTsQxW3Sg5Fx7cB0g7W3NzH3s2vvNtSW72cHd54866vJW315B1N58lnvTW3vtxKj52cpK6W5GXlZz4J8LfXN7RPdXHR0DrLW2ClqP-3JPWW-W1cX9T94-0NCmW2CF4dv9dZGklW92_2Dz6PYv8CN4W1p10hLtZLf9gsHtP04 ) and former CMO. I really write this newsletter (not AI) and my goal here is to share lessons and learnings about B2B marketing, insights from the Exit Five community, and to be a resource to help you grow your career and advance your skills in marketing. If you enjoy getting this newsletter, I’d love it if you told a friend about it. I also enjoy getting replies here because it is really me, so reply back after you read and say hello. PS. this email was designed in Knak (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3lMV5NPbx3xv8KWVK17Ph1M37cLW7LddGq988ThMN21Gvx9RHMkxW2pMPxD6JPwz9N5l_JyY8mdXnVX_lMY7NtJXHW4XTGF91JHNY0N94hL-pS-t1HW5C7Y6R1bxmDqV5g3H8162YW-VMWhyQ40cYYQVn02xX7-ks_qW8SlKHh8g9QDNW6y3Gn54Clr4JW3X_GpG7hT13tN80Rpm6XqTC8W7Y2_M55v7RYVV761wt7D00szW627BwG1wzxhgW68_8yc2-RWXlW4V3NdN8-SSVTW13DrgM5Nw4ZwW2D7H2j3BvBk1W2d10sr3gJ9lBW6Cfzpf2j7nz7f1Lwrkq04 ) , which helps you create email and landing pages in minutes without having to write code. Learn more about Knak here (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3lMV5NPbx3xv8KWVK17Ph1M37cLW7LddGq988ThMN21Gvx9RHMkxW2pMPxD6JPwz9N5l_JyY8mdXnVX_lMY7NtJXHW4XTGF91JHNY0N94hL-pS-t1HW5C7Y6R1bxmDqV5g3H8162YW-VMWhyQ40cYYQVn02xX7-ks_qW8SlKHh8g9QDNW6y3Gn54Clr4JW3X_GpG7hT13tN80Rpm6XqTC8W7Y2_M55v7RYVV761wt7D00szW627BwG1wzxhgW68_8yc2-RWXlW4V3NdN8-SSVTW13DrgM5Nw4ZwW2D7H2j3BvBk1W2d10sr3gJ9lBW6Cfzpf2j7nz7f1Lwrkq04 ) . WHAT WE'RE HEARING Family, Fitness, Work. You Can’t Have All 3…Or Can You? Editor's Note: Hey. It's Dave. Live from the couch; in that weird week in between Christmas and New Years. We’re off this week, but our newsletter doesn’t stop. But figured we’d switch up from marketing lessons this week. Since we’re leading into a new year, it’s a great time to revisit habits and routines; so I asked a bunch of marketers in our community: what does your workout routine actually look like? How do you balance work, family, and fitness? I can remember the WORST advice I ever got. A boss of mine once told me that balance is impossible. And you can only choose two of three: family, fitness, and work. One of those three will always be out of balance. But you’ll never be able to be great at all three things at the same time. Bullshit. It’s bad advice because it becomes a self fulfilling prophecy. An excuse. To get out of shape because you’re building a startup. To let relationships lapse because work is busy. Not to get woo woo here, but you can do it. Not everything is urgent. Is it hard sometimes? Absolutely. I often want to scream and throw my phone away. Delete LinkedIn. Get rid of my emails and Slack. And yes. It sucks to wake up early. When it’s freezing. And dark. But man, it’s a hell of a gift to be here, to be alive, to healthy - and for what it’s worth, it’s usually the guy that doesn’t have all three things that’s giving the advice that you can’t have them all at once. Plus I am a huge believer that the family and fitness stuff end up making you better at work; so they should all work together. You can be a better marketer if you have the other things going for you. Anyway…enough about me and my POV. Here’s a recap of some of the best lessons we got from the marketers in our world (you, reading this email right now). PRESENTED BY WALNUT (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02s63prCCW7lCdLW6lZ3kKW1yrwlj6ngffNW6qYvRh3-V6TtW67NK1T6yJhkHW5FYJjg6VfXTWW5kJMW375nX07W7gLyMR6sq9krW77Tmt83B7cQ3W2F1Bxn2jyjw2VBVRWC8Dvy2gW69Y5Rr58bkbhN4qY7QpGkQGcW2lVNrt6mX6y4W8yDpwr5gYTzpW1q2wm26kVgHjW6bG7G11w_BGhW8qnvDy61RvXSN5QVhZCvTrmtW1WDXFN65PZ4JW3Scb8H1FpWJcN4h0Lv4YkqG3N6HyNNXqq9wWW6zgXZg62ZPgcN83sJJ4HyR7QW47KxBX2PBkYNf1GqHtb04 ) The Reality of B2B Sales in the AI Era ChatGpt or Sales reps? (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3nnW1LYMMv3dBblbW7s-Jyf46M8brW57Vc051pTPrXW3CZy7P5Xq7QTW4YcCwR6BFXm7W7m7cRJ6MP1xjW8hQnz51Vj2nYV3C71t57LyQ8N5WrmQ4Bkr7CW2K3lTR3yFWj0N4yM1MLjXhL6W6mCBtZ1Gh1xbW6ZdX271ljCskW1S3mnf8nK0t_W941mpt4nVLNMW20Qb301STsmPW3stwGW7ZWtlxW3JpfdV2XmHqDW7JSpKG3cBRFYW6rMsKP60bT3XW27WtNn6TxGxZW23Pmnw1jsCmLW3CQzzQ81kglGW1HpTxh78Q00JW8mFVyL87k3dNV7wXyc8WS11sf3CSZd-04 ) What role will sales and marketing play in B2B now? So much has changed. Think about it: something like 80% of the buyer’s journey is now done before ever talking to someone at your company. Buyers are using AI to dodge sales reps. Marketing is absorbing more of the buyer relationship. Sales teams are under pressure. And most companies are reacting late. You may be feeling this internally. Budget tension. Org changes. Conflicting opinions. No clear answers. This free report gives you clarity on how AI is reshaping B2B sales. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3nnW1LYMMv3dBblbW7s-Jyf46M8brW57Vc051pTPrXW3CZy7P5Xq7QTW4YcCwR6BFXm7W7m7cRJ6MP1xjW8hQnz51Vj2nYV3C71t57LyQ8N5WrmQ4Bkr7CW2K3lTR3yFWj0N4yM1MLjXhL6W6mCBtZ1Gh1xbW6ZdX271ljCskW1S3mnf8nK0t_W941mpt4nVLNMW20Qb301STsmPW3stwGW7ZWtlxW3JpfdV2XmHqDW7JSpKG3cBRFYW6rMsKP60bT3XW27WtNn6TxGxZW23Pmnw1jsCmLW3CQzzQ81kglGW1HpTxh78Q00JW8mFVyL87k3dNV7wXyc8WS11sf3CSZd-04 ) Here’s what’s inside: - Why nearly half of buyers now bypass sales entirely using AI - How marketing is quietly taking over revenue influence - Why sales credibility is slipping and what leaders are doing about it - The presales bottleneck no one planned for - How exec teams are restructuring headcount and ownership to adapt If you need proof to win an internal debate, justify a GTM shift, or protect your seat at the table, this report is your backup. Download the report and see where B2B sales is headed. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3nnW1LYMMv3dBblbW7s-Jyf46M8brW57Vc051pTPrXW3CZy7P5Xq7QTW4YcCwR6BFXm7W7m7cRJ6MP1xjW8hQnz51Vj2nYV3C71t57LyQ8N5WrmQ4Bkr7CW2K3lTR3yFWj0N4yM1MLjXhL6W6mCBtZ1Gh1xbW6ZdX271ljCskW1S3mnf8nK0t_W941mpt4nVLNMW20Qb301STsmPW3stwGW7ZWtlxW3JpfdV2XmHqDW7JSpKG3cBRFYW6rMsKP60bT3XW27WtNn6TxGxZW23Pmnw1jsCmLW3CQzzQ81kglGW1HpTxh78Q00JW8mFVyL87k3dNV7wXyc8WS11sf3CSZd-04 ) Motivation Only Goes So Far Here's the pattern: people who stick with fitness long-term don't rely on motivation. They build accountability into the system. This can look like… - Working out with a personal trainer. No phone. No Slack. One marketer started out and couldn’t squat 45 pounds. Now they're hitting 240-pound squats and chasing new PRs. - Reserving a lap lane at the pool a week ahead. The pool manager becomes this marketer’s accountability coach. The lane is reserved. Someone's expecting them. This is how they went from the couch to swimming a mile three times a week. - Tracking macros and calories with a friend. Another marketer sends a friend everything she eats every day. This is how she lost 10 pounds and got her confidence back. The lesson? You might need someone or something holding you accountable. A trainer. A class you prepaid for. A friend. A reservation you can't cancel. Motivation fades. Systems stick. Make Phone Calls OK Again One of the greatest crimes of remote work: having to sit in front of a screen and do video calls all day. Here's a perk for you to consider for your team: trade as many video calls for phone calls as you can. I'm serious. We need to cut back the need to be on video, it's too much. If we can make it a phone call, let's do that. More walking and talking. Less sitting all day, staring at the computer. That is one thing I miss about the office - we used to walk. Easily 15-20k steps a day around Boston like it was nothing. Every 1:1 was a walk. Taking a call on a walk. MOVE! You get way more creative ideas. Less stress. Better sleep. Find What Will Keep You Consistent Make it a lifestyle. Find what's fun. Don't treat it as a temporary solution. One marketer does strength training and rock climbing with their son. It's not just about the workout. It's about time together doing something they both enjoy. Another runs trails because they love being outside. No treadmill. No gym. In summer they hit the trails. In winter they run up a steep dirt road wearing micro-spikes. Being outside is non-negotiable. Someone decided after 40 they're doing an unassisted handstand by next year. Thirty minutes of deep squats and long free hangs. They also play soccer, basketball, and frisbee golf with their kids. Movement became integral to life. Here's what else is working: 4-day powerlifting programs. Walking 3-5 times a week with a virtual trainer app. Waking up at 4am for gym sessions. Treating exercise as physiological hygiene. The pattern? Nobody's doing the same thing. But everyone found something they can stick with. If you hate running, don't run. If you love lifting, lift. If walking your dog gets you moving, walk your dog. Just pick something you won't quit. Winter Doesn’t Have To Be An Excuse For those in cold climates (Vermonter over here!): winter exercise can actually be fun. One marketer hikes fast enough in winter that they're barely wearing layers even in the 20s. Once you get moving, you warm up quick. Others discovered hot yoga hits different in cold months. Sauna visits become more valuable. Indoor group classes fill the gap. If you're in snow country: cross-country skiing is an incredible workout. Snowshoeing uphill is brutal in the best way. Ice skating is low-impact and almost meditative. One marketer spent a few weeks in Finland and discovered a whole new routine. The Finns don't just survive winter. They thrive in it. Sauna and cold plunge. The cold plunge is a shock every time. But it does something for your body and mind. Your routine might shift when the weather changes. That's fine. Just don't let winter become the reason you stop moving. The Stuff That's Not Sexy (But Really Works) Some of the best advice was the most straightforward: - Treat workouts like meetings. Put them on your calendar. Don't skip them. One person hits the gym every weekday at 6am because it's usually the hardest thing they'll do that day. Everything after feels easier. - Make it about more than looking good. One marketer lost 45 pounds in 13 months and said it gave them a new lease on life. Getting back to what they could do as a college athlete impacted them personally and at work. - Add meditation or breathwork. Multiple people said daily meditation has had an incredible impact on mental health in burn-out-prone roles. Some do it twice a day. - Prioritize sleep. The more consistently people hit 8 hours, the better they do at everything. - Build discipline, not just muscle. You're proving to yourself you can commit to something hard. You're managing stress better. You're thinking more clearly. All of that shows up in how you show up every day at work. Here’s The Thing About Discipline… The best part of having a family and kids? I can just lock in. No one to impress. Nothing to work on but myself and my business. Some people will tell you this is toxic. Grind culture. Hustle culture. But a bit of discipline and focus never hurt anyone. Let’s not combine the two. I wake up at 5:30. In bed by 9. I read 10 pages. I get my 10k steps. I work out daily. This isn't about being a hero. It's about showing up for yourself so you can show up for everyone else. But also because I want to be a role model for my family beyond having 180,000 followers on LinkedIn (KIDDING!) Every morning I write this down: Good things happen to me. And they do. And they will for you, too. 2026 is going to be amazing. – Dave P.S. I believe that you can increase your surface area for luck. Working out early? I've met incredible people at the gym. Blocking time to work on a side project every day? That compounds. Going out of your way to talk to other humans? That's where opportunities come from. When I retreat and hide on Zoom calls, fewer good things happen. When I show up in person, say yes to more stuff, good things come my way. So here's my question: what's one thing you're committing to in 2026? Reply and tell me. Let's hold each other accountable. 🏢 Open Roles Who's hiring right now? Pinecone is hiring a Growth Marketing Lead (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sK3prCCW8wLKSR6lZ3pCW9g6FB43bvytmW9fyD9j54NplQW57swWk2mpn6_W97fqz83LRj6mW1tbpMM5yZhqjW3Xx_Vt1tscZlV-W4n084_Y7jW22RKNr4fKsSPW1cxZV38k3cLkW6Cz9ws5XjS6qW4wRs--95l9nvW3bTzH43fy96bW4Kyj_w6XRlMrW2HZBzl158wHKW9fQftq69kmySW6-c36F3W5ZPtW8GLPc82kmMjWVHmY5-7j_fCSW4FYnWc5NGTplW53flJ-172fBfW5TQXMJ8dQPDhW6y3YJ_3cqwlxW3LjzpK210ZL-N2VN7TGq6rTvW7pscmq1p-D2XW32hZBf16kx2yW2WLn0P4P5pGVW6DLBsg4zQ5PSf4bL68W04 ) to own how product usage turns into pipeline and revenue. You’ll lead PLG and sales-led growth across lifecycle email, paid, SEO, webinars, and multi-touch campaigns with clear attribution and real experimentation. This role is heavy on execution: behavioral triggers, A/B testing, automation, CAC management, and tight handoff to sales. It’s hands-on growth marketing at a AI infrastructure company powering applications for thousands of teams building with vector search and LLMs. Affinity is hiring a Lifecycle Marketing Manager (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02t03prCCW95jsWP6lZ3q5MY8nlwWzHWGW69H7x7769kBgW6jVzcW6953KYW8lhr3N69XYTyW6Vwwr272Zh8tN5GbK4FNdwgyW13VbwN5dHFfRW23Fwj83mPn7dV3gxvB8WmCF1W5-pXvQ350hlWW84L4HZ3kjqqfW3GSKwF7nyMchW1m75Cj1z2ZlyW6Jcw7P79zl2sW8Zx7Mc6Wtq3gW1rXnDL4VTfScW4clTPR6fHF9xW4xfjM14YB7PMVxPQvt6D7HS1W6r7d4k2XtYkMW2QMT9T2gswGsW6bkyJZ77ZHF4W6XjZzv4HLRXhW85nwGS6HRdw3W3GJczK8lhKDjW2x7PV-28L1lyW51Kb8q6LKyRzW8zl65P9dyPcYW3ZtNnK3dc_GzW2Znkk82tsbnsf7KPGnR04 ) to build and scale the lifecycle engine that turns relationships into revenue. You’ll own nurture programs across the full funnel, from first touch to expansion, with a heavy focus on segmentation, personalization, testing, and conversion. This role sits at the center of pipeline creation, partnering closely with demand gen, sales, and product marketing to drive qualified opportunities through high-performing email programs. See all open roles (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02s63prCCW7lCdLW6lZ3mgW19gmK37dbr2GW7-hPP82j68fbN4YW-X6BfMmLN1qvFMlDXN33W8fGrwJ2qtsPFW2LlJGz8dShHgW4mZCmd4XNx9hW4Lg4lx5qF02BW4gG7qh7T1P3tW1-wK0q4vwSwkW7jvhF84T70X_W92fDD92hHZNYVRnX9G66zKqcW2-6WyS3P7SWLW96945N3K0H68VzRfMy2qP_TdW6VYdKn9gzYRVW2NJ_6g5yj-XxW6PXNvq40J3cMW5Hbh-H97xPndW17Xm9N6zMny8W1NDG4k7n5mVXW1T5g0475sR2ZN7cNv4x3bSLMf49cqWW04 ) Have an open role and want to make sure the best B2B marketing talent sees it? Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 42k+ marketers. ✍️ NEW CONTENT FROM EXIT FIVE (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3ljW1pk4vr2p1Yc1W88Ccbh1368HzW5xhHR-3QrVwLW4n7R6x4XR_76W46zK3F3XzxDhW4FG2Hp5l6t83W91Q1SS3JsQ_gW5JcPh113GmljVh147m5wQ3hyW8VddJb5y4V6FVpKsq866bTg4W4VzQ2S8pd8CDW7qX7QD7l3z7BN35RPLdZ24F7W3m_W5D96HJysN73XGV8H8RQbN14JNNWlC6rcW3XL1072XF7_bW6pY6l34jH2b_W5cztgB2SNpq_W6WK00r8R0fszW2yQp087st8jLW51qHkZ7Y288vN5fJdSFlC7BvW82YGf34jTSVrW5HQXdT6Tv9nqf5P-bBT04 ) Do you need to learn more about AI in Marketing? The Prompt logo (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3ljW1pk4vr2p1Yc1W88Ccbh1368HzW5xhHR-3QrVwLW4n7R6x4XR_76W46zK3F3XzxDhW4FG2Hp5l6t83W91Q1SS3JsQ_gW5JcPh113GmljVh147m5wQ3hyW8VddJb5y4V6FVpKsq866bTg4W4VzQ2S8pd8CDW7qX7QD7l3z7BN35RPLdZ24F7W3m_W5D96HJysN73XGV8H8RQbN14JNNWlC6rcW3XL1072XF7_bW6pY6l34jH2b_W5cztgB2SNpq_W6WK00r8R0fszW2yQp087st8jLW51qHkZ7Y288vN5fJdSFlC7BvW82YGf34jTSVrW5HQXdT6Tv9nqf5P-bBT04 ) Our head of marketing, Jess, just launched a new newsletter devoted entirely to AI. She’s sharing what she’s doing running marketing here and also talking about everything she’s learning about AI, new tools, workflows you can steal, etc. Click here to subscribe to The Prompt (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/MX9NkR4SD4mW5p9pml5pGD2nW63xJzN5HHXlWN6Q02sq3prCCW7Y8-PT6lZ3ljW1pk4vr2p1Yc1W88Ccbh1368HzW5xhHR-3QrVwLW4n7R6x4XR_76W46zK3F3XzxDhW4FG2Hp5l6t83W91Q1SS3JsQ_gW5JcPh113GmljVh147m5wQ3hyW8VddJb5y4V6FVpKsq866bTg4W4VzQ2S8pd8CDW7qX7QD7l3z7BN35RPLdZ24F7W3m_W5D96HJysN73XGV8H8RQbN14JNNWlC6rcW3XL1072XF7_bW6pY6l34jH2b_W5cztgB2SNpq_W6WK00r8R0fszW2yQp087st8jLW51qHkZ7Y288vN5fJdSFlC7BvW82YGf34jTSVrW5HQXdT6Tv9nqf5P-bBT04 ) and we can help you get an A in AI. 🍎 This newsletter was designed in Knak. Check them out here. 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Thanks for being here :) Hey, It's Jess. Really me for real. Thanks so much for subscribing. I'm glad you're here. First thing - reply back and say hi. Tell me what you're hoping to get out of this, what you want to learn about, or even your favorite AI tool/marketing use case. I read every single reply. Since you joined, here's a link to full free access to our AI SEO On-Demand course. (https://media.exitfive.com/e3t/Ctc/GG+113/d2yD6L04/VXjzKB3hL2qNW31550K27JF6CW35KrPN5HbwTyN7PgQ263prCCW7lCdLW6lZ3npN2Fxc6Bk9WMGW8BYDpg2X_kBrW5RGvtD4KR_KgW7_pBh16KcKCKW8CcCy01LnNClW77xZn83fySHgW6c8xkD5_3s2kVMwwRM6n-x8JW3LzTLD4Cj_F9W5WP0rR1VFkKtW3zTD3F6ByKlbW8Fk25n7k-VlGVJ14t61fFQpmMBGNYYc5XvyW8rLJbK20l0WnW10k7W48Z5JsMW7M-ptJ7PPncXW6YWTb99fqjP5W7yDdLs8y02_-W8zbcHz4pJp6CN8QW726Fc-dKW2HW9fG2vBYt6W7jcNb_2-x1tGVVB6Kx371DTLdgDM1Y04 ) Just create a free account and you should be able to get in. What we're learning about AI powered search is changing daily. There’s no secrets here - but if you’re looking for a solid starting point, this course will get you moving in the right direction. You're now part of a group of marketers figuring this out, in real time, together. –Jess Lytle Exit Five, PO Box 4354, Burlington, Vermont 05406, USA Unsubscribe (https://media.exitfive.com/hs/preferences-center/en/direct?data=W2nXS-N30h-GqW2zWmCx2-n06BW23r7tR2xRvvqW41z3YP1Nt7XCW34zyTn41rwJDW32Bz7h2RkRTZW4kpm173zhrwXW2Wjcq23Q-_JjW328hc84mcHMXW2-FyC83JK9TPW2vQpZ647KD00W3F7Vb93j63GSW2sCSX1233xnbW250VP530mLnfW38BQ0j2KJ7rrW3_s4yh1LCt3cW3dddYv2TwB07W2YM9Wc3ZxV4_W3G-6TN4rxLvyW3zfkdj38kdpzW3QFFlJ3NLRw-W2Kp13Y4ftXBdW1V9CY13SML1qW43B_Vs215sMCW2-GJYh3_H--PW4cqX9x3b8GQlW4hNBK447Ty8gW3XJ1mZ327rB0W45z90Y2FWWbbW47BzTC3dxxNXW2KDswt4hff3dW2vM7tB3DWy_zW2PSxqd2FzYKNW2WP2YT1Xp2-YW2551yD1BgY-LW2YPF0t38skf5W4hJWkb3273QfW1XwCly238v1yW2t3KPq1V7tMMW2zFfLQ47GmGWW3VYZXX1Xf-R6W3NRWNQ2RDjtVW2-njmF45n750W47lKrM1N2jCqW43PpS42-njKdW2CMHC31Q50w9W3QPG4d41CCbpW2CCTB21ZqXL-W3jdLwH47N9-CW32kY0h2Pl47yW4hF_md3LGWdLW3Vx1Fg4m9XHkW3bzpGJ3XXwy2W2qG4704cP1l6W1Z7tWR3M39xtW3_L39Q2y0S5c0&_hsenc=p2ANqtz-_oGJk_2t3PHMQ3gBa5e7YKfraOosELrOz1Xb2KKWG0r5w7kJk3ElqtlArEOnhYs2WEuZo2bWj2IKak5LLymHP74fJkBA&_hsmi=383253336 ) Manage preferences (https://media.exitfive.com/hs/preferences-center/en/page?data=W2nXS-N30h-GqW2zWmCx2-n06BW23r7tR2xRvvqW41z3YP1Nt7XCW34zyTn41rwJDW32Bz7h2RkRTZW4kpm173zhrwXW2Wjcq23Q-_JjW328hc84mcHMXW2-FyC83JK9TPW2vQpZ647KD00W3F7Vb93j63GSW2sCSX1233xnbW250VP530mLnfW38BQ0j2KJ7rrW3_s4yh1LCt3cW3dddYv2TwB07W2YM9Wc3ZxV4_W3G-6TN4rxLvyW3zfkdj38kdpzW3QFFlJ3NLRw-W2Kp13Y4ftXBdW1V9CY13SML1qW43B_Vs215sMCW2-GJYh3_H--PW4cqX9x3b8GQlW4hNBK447Ty8gW3XJ1mZ327rB0W45z90Y2FWWbbW47BzTC3dxxNXW2KDswt4hff3dW2vM7tB3DWy_zW2PSxqd2FzYKNW2WP2YT1Xp2-YW2551yD1BgY-LW2YPF0t38skf5W4hJWkb3273QfW1XwCly238v1yW2t3KPq1V7tMMW2zFfLQ47GmGWW3VYZXX1Xf-R6W3NRWNQ2RDjtVW2-njmF45n750W47lKrM1N2jCqW43PpS42-njKdW2CMHC31Q50w9W3QPG4d41CCbpW2CCTB21ZqXL-W3jdLwH47N9-CW32kY0h2Pl47yW4hF_md3LGWdLW3Vx1Fg4m9XHkW3bzpGJ3XXwy2W2qG4704cP1l6W1Z7tWR3M39xtW3_L39Q2y0S5c0&_hsenc=p2ANqtz-_oGJk_2t3PHMQ3gBa5e7YKfraOosELrOz1Xb2KKWG0r5w7kJk3ElqtlArEOnhYs2WEuZo2bWj2IKak5LLymHP74fJkBA&_hsmi=383253336 )