Paid Ads Playoff: Proven B2B Plays That Turn Spend Into Pipeline

0:00Hey, it's Dave. So Zoom Webinars and Events has made our recent Exit 5 Live sessions way more pro lately. But don't just take my word for it. Check this out. This is what Kelly B said. She said, I compare all other webinars now against Exit 5. I love that. And look, in a world of AI slop, we just want to make something that's actually worth going to. It's not easy to get an hour out of your day. I'm just the on-air talent, though. So I'm going to kick it over to Marissa and Maria. This is our Exit 5 Live production team, our content team here at Exit 5, since they're the ones actually making this all happen.

0:29And Marissa. I've been doing B2B content a long time. I know. It's hard to hold attention for more than 30 seconds, let alone a whole webinar. But Zoom webinars helps. Recently, we've had nearly 2 ,000 registrants, over 500 live, and hundreds of hours of watch time on our sessions. Maria, what would you say is driving that? It all starts with prep. We do up to seven hours per session. Choosing a topic, prep calls, building the run of show, and so much more. With Zoom webinars and events, everything's in one place. registration, emails, polls, analytics. So it's simple to run that cycle every two weeks.

1:02At Showtime, I hand it back to Marissa in Zoom's production studio. With Zoom's production studio, I can set the scenes in advance. So on the big day, I just send them live with speakers and content already in place. Clean transitions, crystal clear audio and video. I feel like I'm running the big game back there. So this is why our webinars have been crushing it lately. Look, they just said we're spending seven hours per session on this. And don't just take our word for it. Come and see firsthand. And we run these every other Friday. It's called Exit 5 Live, now powered by Zoom webinars and events.

1:32So come and check us out, see this whole thing live. And if you want to learn more about using Zoom at your company, check out zoom.com slash exit five. That's zoom.com slash exit five. Hey, it's me, Dave. Today's episode is brought to you by Convertive, a B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy. Q4 is the time of year when having a great agency partner matters more than ever. If you're shopping for a new agency, Convertive is worth looking into. They work with marketing and operations leaders to help grow revenue across the business and AEO. One of the things I know you're thinking about right now is one of their specialties.

2:07Trusted by companies like DocuSign, Databank, and Constructor, Convertive builds on the search and marketing work you're already doing and helps optimize your site so more of your buyers find you and turn it into pipeline. Right now, they're offering Exit 5 listeners a free AI search review. They'll run the questions your buyers are actually asking through your Google and AI tools, show you how you stack up against competitors, and tell you what's worth fixing. If you're looking for a refresh of your AEO strategy in 2027, this AI search review with Convertive is a great place to start. Check it out.

2:38It's convertive.com slash exit5. That's convertive.com slash exit5. And you can also see the link in the show notes. You're listening to The Dave Gerrard Show.

3:02All right. My co-host, Jess Cook. Jess Cook, we're back. Today, we are doing, we're live. We're back. We're live. It's a couple minutes early, but some folks, you know, this is a big deal. This thing is buzzing. I have had multiple people from Netflix, HBO, some of the biggest producers have heard about what we're doing here, innovating on the webinar format here at Exit 5. And I heard they're going to be in the crowd today, but we're back. And today we're talking about paid ads because there's no such thing as free ads, right? I'm trying to just fill here for another minute because it's 1.59 where I'm at.

3:40Are you on East Coast time? I am. Michigan is Eastern time zone. Never been to Michigan. I can't believe. Oh, you would love it. I know. Actually, I know. I'm a, there's a whole, like I listen to this golf podcast and they got all these, they're like, Michigan is like the most underrated place, the lakes, the summer. It's like Vermont, Vermont in the summer, Vermont the rest of the year I'm all set with. Yeah. Same. I'm yeah. I'm going to be one of those people that has like a house in the South at some point. Okay. I'm into that. Charleston. Cause I can't winter. Yeah. Yeah. I have to say, I love that your team did this blitz, what, two weeks ago?

4:20And then you're like, it works so well. We're doing it again. Yeah, double down. You know, and Marissa figured a bunch of things out. And here we are. The first one actually was pulled off in seven days. So we had more time to do this. Yeah, that's amazing. All right, ladies and gentlemen, we're here. My name is Dave Gerhardt. I'm the founder of Exit 5. This is my co-host, Jess Cook. She runs marketing at Vector, a cool company in the space that I'm going to tell you about in a minute. we do these exit five live sessions twice a month but two weeks ago we hit on something we have this really fun format which forbes has called it the most innovative webinar of all time we now are the number one webinar company in the g2 category no so we call them exit five live sessions because our whole job at exit five is to help get you smarter about b2b marketing look i don't take your time for granted you certainly could be spending your time talking to chad chp t or talking to Claude.

5:10But the benefit that we offer here at Exit 5 is real marketers sharing real examples because there's a huge difference between knowledge and wisdom. Knowledge you can get. I can go talk to Claude and get a one-page marketing plan, but wisdom comes from people actually doing the job. And we found that that's what marketers love. Marketers from the beginning of time have always kept a swipe file of examples. And people love seeing what other marketers are doing. So that's what we're back here to do today. This time, the topic is ads. We are doing a deep dive on ads. We chose this topic because we know that that's something that every single person in B2B marketing is doing.

5:44Someone is doing something with paid. And we're here today to dig into this format. We got eight speakers, two minutes each. We're going to go through both of them. So we have two groups of four. We're going to bring everybody up on the stage after. So two minutes and everybody up on the stage for Q &A. You all in the audience are going to vote. So don't be alarmed when someone comes off the stage in two minutes. They're going to be in the chat and they're going to come back up after and you're going to have the opportunity to get some clarity, get some Q &A. We're going to pick some winners to advance the next round.

6:10And then at the end of this, I'm really going fast right now. So hold on, let me see. I'll shout out our group here. So we got Alexander, Human, Stephanie, Jake, Anthony, Dylan, Kenna, and Shlomo. And we're also going to give out a prize. We're going to pick one winner at the end of this. And not only are we going to make a$100 charitable donation to the charity of your choice. But I love this. We are going to send you a person. We're going to engrave your name forever etched in his section stone etched in plastic, wherever Dan got this trophy from. And you're going to post it on LinkedIn Afro as the paid ads playoff prize winner, plus a bunch of exit five swag.

6:48And, you know, real quick, I just want to give a shout out to Jess cook and the team at vector for helping us put together this webinar and be our sponsor for today. You probably have anonymous buyers lurking in your funnel. These are people you can't identify or follow up with, people you can't target with any real precision, and you end up just showing ads to job titles and hoping that the right person sees them. Vector fixes that. Instead of targeting job titles and crossing your fingers, Vector lets you build audiences from actual people, the ones in your site, clicking your ads, and checking out your competitors.

7:17Vector lets you preview exactly who's going to see your ads before spending a dime, and when someone clicks, You know who it was by name, not just company. Finally, you can stop reporting cost per click and start reporting cost per ICP click. That is a metric that we love. The result is paid ads that operate like ABM, only smarter, targeted, personalized, and connected to real pipeline. If you're curious about what Vector can do for you, what can Vector do for you? I like that. Alexander, one of our guest speakers today is actually a Vector customer and has some results. He's had been linked in the chat today.

7:47His team used Vector to build one audience that finally worked across LinkedIn, Meta, and Reddit, reaching more of the right people at a fraction of the cost. Check them out, vector.co, vector.co. Thanks again to their team for sponsoring this live session. And for Jess Cook, making it easy to have a good co-host running alongside of me today. Did I miss anything? So here's the thing. I'm doing this thing on the road right now. I don't have all my monitors, so I don't have my team in my ear like I usually do. So that's kind of why I'm a little bit all over the place, but we're making it work. Jess, did I miss anything?

8:16What are you excited about? And we'll get into this. i'm giving you the coffeehouse snaps over here it was beautiful thanks i would like to go back one slide though because i feel like someone's trying to forge your signature on that check oh dude you should see first of all david gearhart look at this look at this is why ai is not going to replace any of us now this is an ai generated image for david g-e-a-r-h first of all my signature is complete this is my actual this is what my signature looks like my children make fun of And they're like, who is that? I'm like, I have 200 ,000 followers on LinkedIn.

8:48I don't need to have a signature. Get me out of here. All right, let's do it. I'm excited, Jess. I'll see you in a couple of minutes. At the end of this, we'll have our group back up here. And without further ado, we're going to roll it. Let's bring up Alexander Goodwin. He's director of Demand Generation at Fingerprint. Let's do it. Hello. Hello. The fastest two minutes of your life coming up. Here we go. Welcome to the paid ads playoff, baby. All right, let's get it. So my play is B2B ads that stop the scroll. I'm Al Pikes, I'm the director of Demand Generation at Fingerprint. We're a device intelligence company, and so we primarily sell into financial services, software companies, and our core personas are typically engineering, fraud, product leaders.

9:28And as you can imagine, they're very used to the typical LinkedIn creative that's very fear-based, talks about the challenges and risks of fraud. And so they've seen those creatives a hundred times. So we're getting stuck in that same malaise of boring creative. We were also falling into the trap of spending way too much on LinkedIn. you know,$10 CPCs trying to reach the same percentage that all of our competitors were trying to target with the same boring messaging. And obviously when you have developers as well, they tend to not use LinkedIn as much. So it's really difficult for us to get any level of reach or frequency in front of these individuals.

10:00And then lastly, we're also compounding that with the challenge of being in an unfamiliar category. Device intelligence isn't really well defined, and our prospects were familiar with the pains that they were experiencing, but not the solution. So we tackled this by creating this scroll stopping playbook. So the playbook includes how we unlocked meta ads by using contact based plays and intent. And it also covers how we unbeatable our creative by making it fun and engaging and focusing on memorability, as well as the behaviors that have got people to this point in their feed. And this all resulted in a 60 % increase in activated snap maps within the first month and some surprising other results that I'll cover.

10:37So please vote me into the next round and I'll tell you how we got an unaware security and engineering audience to stop scrolling and start clicking our ads and engage with us on our website. Dang, I've never seen, look, people are already innovated. That's the first CTA, that's the first person who had the CTA, please. So here's what I did. Please vote me into the next round and I will, which is like the classic marketer, like da-da-da, so you can blank. Oh my goodness. Love that. Cliffhanger. That's right. I love it. and he's just going to let the clock run out like what i don't need it i don't need it give it to somebody else all right great alexander we'll see you good job we'll see you in a minute love it i got yanked up so fast i'm not like hit the button right it's me human senior director of marketing at tatari we made tv advertising work for tv and here are the reasons why did we decided to add tv into our marketing mix.

11:35It was an opportunity for us to stand out. Unlike social, we didn't have to fight for attention of our audience. It was really low risk for us to test a net new channel with as low as 10 to 20k and see if it works for us. We didn't need to produce a net new creative. We just repurposed existing video and assets. Targeting as good as digital, measurability, same as the rest of our marketing mix. And lastly, and most importantly, it's one of those rare channels that works full funnel. It drives demand at the top, but it also drives direct response, qualified demo requests, product signups, and pipeline.

12:14So with that, I'm going to play one of our top performing video creatives on TV. If anyone tells you you can programmatically do television for the rest of your life, they're full of them. Don't listen to an online video company pretending to be a TV company. You could probably get started with some of them and probably see some return, but that's not going to scale. Relationships matter. I want to be the first person NBC calls when somebody falls out of a game. Should you do some programmatic? Absolutely. Is that the one size fits all? No, it's not. The winners are going to marry data, technology, and relationships.

12:52So this was a sponsored Fireside Chat session that we had. It was 20 minutes with some post-production with under$1 ,000. We made a TV ad spot. It feels real because it is real. And look at the results. $20 ,000 spent, 2 million impressions and just under$200 ,000 generated in pipeline. I've got a few more secrets with you, but only if I make it to the next round. Failed it. I'm like furiously writing down questions over here. I wish everyone can make it to the next round. Oh, please. That is so Michigan of you. Everyone, I wish everyone to have fun. Everyone's going to do great. All right, Stephanie.

13:35Stephanie's here. Hello. Let me know when I'm good to go. You're on, sister. Send it. Okay, perfect. All right, let's talk about measurable and data-driven out-of-home campaigns. So everyone probably knows SurveyMonkey. We don't really have a brand awareness problem, but we do have a brand perception problem because everyone thinks that we just do surveys, but we do a lot more than that. So we launched an out-of-home campaign and we called it, What If You Just Knew? Because probably everyone on this call has asked themselves at least once in their career, like, what if I just knew what to price my product?

14:11Or what if I just knew what ad to ship that would work in the market? So the out-of-home first campaign was built using really deep insights and data-driven insights. So from the markets we chose to the channels we ran from the creatives going throughout the funnel. And as most of you know, out of home campaigns are really hard to measure. So we set up control and test markets to help measure it. So the good part here, the fun part is we got 244 million impressions. Page views were up for Chicago and Boston. and over Easter, we actually saw a 7 % increase when usually we see a really big seasonality dip just because it's Easter.

14:56And if I make it to the next round, I can really go through how we set up control markets, what were some of the data that we pulled to really make those control markets work. And then also how we use creative throughout the funnel to make sure it was like a seamless customer journey. Love it. And here's your 23 seconds back. That was awesome. I love this. I'm not biasing. I just have some time to fill here. There's a trend here, which is really interesting. It's more B2B companies doing more stuff out of home, just because everyone's kind of just, you're either talking to AI or you're out there in the wild doing stuff.

15:29And the number one question I've been doing this for 15 years now is like, how do I measure this? How do I measure this? So cool to see someone with a real example do it. And good job. Because obviously, if you drive more results, you get to spend more and keep your job and have more fun and do more bullshit. Out of home is fun. So it is for sure, for sure. And it's the one thing that like people, even if your family doesn't know what you do, they think it's cool. They're like, look at this bus my daughter wrapped, you know? We get it. Yeah, that's like an easy thing for them to understand for sure.

15:56All right, let's bring up Jake, Jake Newby, director of growth marketing at Lendio. Howdy, howdy. Okay, so most companies put the majority of their spend towards static ads or short video clips because retention and engagement metrics say to do so. At Lendio, we bet heavily on what we call longer form LinkedIn ads. We want prospects to consume and feed. The majority of our spend goes towards video of some sort. One 9 minute, 49 second explainer video drove one of our most efficient costs per demo results we've ever had. We bet big on video for three reasons. One is for them to make the whole pitch, explain who you are, what you do, the problems to solve, your unique position, and practice the pitch and depth at scale.

16:33Two is the format that actually moves a prospect that they can buy the way that you want them to. And three, it gives your sales team sharper signals on who's watching, what content, and how often. Initial results, we ran this ad to a very select group of champion and economic buyer titles in our target account list. In the first few weeks, this 10-minute video produced five demos from roughly$4 ,500 in spend. Our average deal size is roughly$100 ,000. We saw 30 video completions. And this is super important because, again, this champion and economic buyer titles are named accounts. So that means that basically we're paying$150 for our ideal enterprise prospects to consume 10 minutes of content on how our product uniquely solves their problems.

17:16And then if you were to look at vanity metrics, the on-platform metrics, the engagement metrics, this ad looks like it sucked because it's super long compared to our account averages. Everything looked expensive. Everything looked like it was performing worse. But when you actually look at our cost per book demo, it was 60 % lower than our account average. Strategically for us, we're optimizing for what actually moves prospects, not what looks good in your ad account. And if you go for me and give you another four minutes, I will show you how we track signals for display, how we structure the content and how to optimize plus variations that you can go and try in your accounts.

17:47Love it. You said, we have some time, you said one of my favorite things, which is like, and look, we do this, this is kind of like our company and our job and people do it on LinkedIn, but people will judge an ad. But we eulogists that have said like, this ad does not look good. It looks bad, but it was the highest performing. my old boss a mentor of mine used to always tell me be like you know what the highest converting website in the world is like craigslist amazon it's like so don't let someone screenshot you know your ad on linkedin and have their opinion on it when you have the truth which is the data behind the scenes yeah yeah i love too that the uh it said that uh like ai would tell you to kill that ad and that's why we need humans because you knew as a marketer like no don't kill it like because look at this other data.

18:28Love it. Yeah, it's all pipeline all day, right? Demo's built in pipeline, so. All right, we got a bunch of questions for our guests. Side note, one of the coolest things I'm noticing in the chat right now is a bunch of your bosses are here in the Knot webinar, which is so freaking cool. I love that. Katie runs marketing at SurveyMonkey. She's here, Spud's here too, runs marketing at Lendia, which is so cool. Okay, let me, I don't know, I'm trying to get myself organized here. We have a bunch of questions. Thank you in our internal Slack. Okay, so question number one, these are for whom and what information is needed for a customer profile?

19:02Can you compare the cost of TV ads to other methods and platforms? And how did you measure the direct response of your TV ad? So when it comes to persona and targeting, similar to how you do for the rest of your channels, all of you are doing some sort of ABM. So you know what type of companies, titles, persona, formographic, and all that jazz you're after. And you can build those audiences for TV targeting. TV is now a digital channel. Streaming TV, IP address targeting gives us the power of targeting the exact same people that we want. So there is literally no difference about how you go about it.

19:38There is your channel. In terms of the measurement, we look at it two ways. We heavily rely on how do you view about us, who is a source of truth. And we add some other criteria to make it truly incremental impact because we know there are dates that would have converted anyway without even our TV ads. So we look at it that way. But also, when you look at the other loose metrics directionally, like smoother to view through attribution that is accessible for all the digital platforms, you can have those metrics in the Atari TV ad platform. We use our own platform to do this. And you can see how many website visits, what's driven from those particular TV ad spots, because it's closed-loop attribution.

20:23It's no different than how Meta will report to those metrics. but I'm in favor of incrementality and how did you hear about us and self-reported attribution. So we'll look at both and I'm happy to share my playbook with everybody else. I know there's not enough time but just hit me up on LinkedIn. I'm happy to carve out time and make this work for you. Jess, you got any questions over there? I'm trying to sort out. Yeah, go ahead. I got a notebook full of them. So I think we checked the box on whom in there. Alexander, Stephanie, and Jake. I went for Alexander actually. So I think this is a classic example of like the media is the message.

21:03So you kind of moved over to Facebook and you really had to change like how you put that message in front of people. Like, how did you think through like, okay, the creative really has to match people's behaviors here. How did you think through that? Yeah, we spent a lot of time looking at B2C ads on Meta and like trying to understand like what was working for those audiences. And typically what we found was that a lot of like B2C companies like selling consumer goods or whatever are using like memes to sell those products, right? They're focusing on relatability, focusing on the feeling and the individual.

21:35And so I think there's like a level of freedom that you access when you move away from like traditional B2B platforms like LinkedIn, where you can kind of just have more fun with it and try and communicate directly to the person. And so we focused less on trying to highlight our message or value proposition to the same extent, and more on communicating directly to the individual and like the subtle levels of embarrassment about being on your phone for four hours and scrolling through your meta feed that isn't really providing a lot of value to you. And instead focusing on how can you get better at your job?

22:02And we just iterated over time. So we've run, I think, like over 30 different variants of this concept of the past two months already. And we have like a bunch of different plays that we're coming up with every week now. Hey, quick one to build on that. This one was in the chat from Sarah for Alex. Was your org already aligned on such a different tone to take for ads? Or was that something you had to overcome? Love seeing companies and industries that take themselves super seriously realize their consumers are human with triggers outside of fear. Yeah, that's a great question. Definitely was something that we had to overcome.

22:32We started small. We tested a while ago, like some CTV campaigns about two years ago with like a radically different direction. And we ran like some small, like regional based market testing. And we found that there was a significant incremental lift in exposure to those campaigns. And so that helped us to sort of validate that we could take more risks, have fun with it. And then we're able to extend that out across like our other channels and initiatives. And obviously, as it grows and the metrics come back, it becomes an easy justification to make. Love it. This one's for Stephanie. Would love some tips for effective measurement out-of-home tactics for non-marketing stakeholders.

23:09Is there a platform you use to measure signal that you can tie to investment specifically? Any insights on this? Yeah. So we use all of our internal data to measure out-of-home ads and then really rely on our reps as well. So we're really fortunate to have a business intelligence team here at SurveyMonkey. We always kind of go to them with how we want to track and then rely on their excellence to kind of inform us on how they would track it. So a lot of it is just using that data. And it's more kind of company level data that we have to draw conclusions from because especially with out of home, you just don't get that data given to you.

23:49You don't actually know how many people kind of see it. So we rely on a lot of like trends kind of over time. And a lot of the time, those trends don't appear until six or nine months later, because it takes a while for like the top of funnel to really get down to the bottom funnel. Jess Cook, anything for any of these folks or a specific question for Jake? I have one for Jake. Jake. Of course you do. If you're a gosh dang pro, Jess Cook, my gosh. I know what I'm doing here. jake curious you know nine minutes and 49 seconds that is a decent amount of time to fill and then also like nine minute 49 second long script is a lot to get approved like talk through how you actually got that asset approved by all the powers that be so you could actually put it out in the wild so i'm hesitant because dave said that my boss is on this i'm kind of hesitant to admit this but i don't know that it was 100 approved there was not your your boss is your boss is cool as Shit, you're saying.

24:45Yeah. So basically what we did to create the structure, if you vote for me, you're going to see the full content structure of how I laid it out in that video. But just as a sneak peek, basically I created essentially three things that I wanted to hit in that video, backed into like, what are the seven engagement checklist things that I want to show later, if I get voted, what those are going to hit. And then we just did like three or four practice riffs at nine minutes and 50 seconds. We didn't script it out. I just made sure directionally the person who was presenting was just hitting on the things that I wanted them to hit on.

25:18So it was more of just like a general outline, talk how you would normally talk, and then film with them. And that's it. Amazing. All right. And we got some time back for the time gods out there. Hey, let's just give it up at home real quick. Stephanie Alexander, Jake, Homan. I'm in this conference room by myself. Everybody's like, what the heck? Who's talking about? Who's this guy? My son goes, blah, blah, blah. B2B marketing. That's what I feel like I'm doing right now. in this conference in the sky. All right. Producer Marissa is behind the scene that she's about to roll the poll. You know, hey, we're proud of you all.

25:50No offense. As my daughter says, no offense, no offense. You know, but there can only be, I don't know, how many winners are we picking from this round? What am I not to say? Jess, you know? You know this answer? Well, I think one winner per group, right? And then we have an ultimate winner. Oh, yeah. The ultimate winner who gets the trophy. The ultimate. Where's that pull at? Yeah. Next time I'm going to DJ at the same time. Usher Remixes. Oh, my gosh. the greatest Usher remix of all time. I'm going to say it on the count of three. It's obviously you don't have to call Luda, but well, that's for a separate session.

26:20Nobody else wants that right now. Do we have a poll? Let's see. It's not on the screen. I haven't seen it. My Slack is telling me that our winner, Mr. Jake Newby. That's very exciting. Congratulations, Jake. Very big news. Huge news because your boss is in the room. We're like, look, I appreciate you all giving us the time today. We'll see you back there. Don't worry. We have consolation prizes, which Dan said he's going to like all of your LinkedIn posts for perpetuity. So we will make sure nobody leaves here empty handed. All right. So that's the first half. Now we have four more speakers. We got Anthony, Dylan, Kenna and Shlomo.

26:53So we got it. Let's roll it. We're back on the clock. We're back in here. We got Anthony, Bladner, you know, the LinkedIn hats. Two times. He knows what he's doing. He knows. Yeah. All right. Smash that like button, smash that subscribe button. Here we go. So my name is Anthony Blattner. I'm the managing director of Speedwork Social. All we do is LinkedIn ads. Today, we're talking about the most controversial play in B2B advertising. So let's get into it. We're talking about incentivized demos out there. So the whole topic here of this live event is how to turn ad spend directly in the pipeline.

27:31For most of you B2B companies out there, you have to have a meeting in there in the middle. So this tactic is the most direct and fastest way to turn your ad spend into meetings and deals in your pipeline. When we say incentivize demos, what do we mean by that? We mean giving the prospect a little bit of sweetener to get them onto a call. There's lots of examples out there. I think a lot of people know the company Ramp here. They have lots of examples. So I'm going to use this because a lot of people know what Ramp is. But most common is giving your prospect a gift card for taking a demo. Now, some people hate them and some people love these.

28:06If you talk to your performance marketing manager, they might love them. If you talk to your head of brand, they probably hate them, but they are the fastest way to get your prospects on a call. They also have the highest show up rate. I know that's a huge shocker, but the cons are to consider they don't work for everyone and they are very easy to mess up. A few results I'll touch on real quick is we've run this many times. One enterprise SaaS company has a very specific target account list that they want to be reaching and their salespeople just want more at-bats with that company. They spent 100K on these incentivized demo ads and drove almost 4 million in pipeline.

28:40One HR company did a competitor conquesting. We went competitor by competitor and had a 45X pipe to spend. And then a company launching a new AI product was able to get these meetings and then convert 77 % of those meetings into trial. So vote me to the next stage if you want the tips and tricks, templates, and sales process tips. Boom. All the timing on that. That was great. Love it. I love it. I saw the timer in the right corner. I was like, all right, we've got to move to the next slide. Jess, I'm a huge fan of when we myth bust. And so it's like, yep, you may not like incentivized demos. You may not like getting these messages, but I like when someone's like, okay, that's great.

29:17That's an opinion. But the reality is like they work. And here's why. I love stuff like that. I do too. Because I'm a real hater of those. So I'm interested to see. I'm interested. Yeah, like I'm not going to take a meeting for a$10 Domino's gift card, respectfully. Yeah, I did it respectfully. All right, Dylan, set us off. Dave, you're a better person than I am. I would definitely do it for$10. Domino's kind of rocks, sorry. You know, it's okay, it's okay. Great, so we'll keep this super brief. I believe my team has just started, but my name is Dylan. I'm an associate director of DemandGen at a company called Packview.

29:49We work in the retail media and e-commerce space, helping really large enterprise brands sell more stuff on marketplaces like Walmart, Target, Amazon. We probably work with all of the consumer packaged goods brands that you have in your house and a bunch more. So I lead a small paid ads team globally. We're running ads across a bunch of different channels, but I wanted to share a little bit more about what we've been doing with ChatGPT ads. We got access, Packview is a beta partner of OpenAI with the launch of ChatGPT ads through one of our agency partners called Kevil. They're awesome. Definitely go check them out.

30:19But we've been essentially testing this out as an experiment as a marketing team. So a little bit more just about that. Before I dive in and share the secret sauce, I wanted to share an explanation on why we call it paid ads. Dave, I had to give it a shot. The reason we just don't call it advertising is because the CFO needs to know the money left the account, which I thought was pretty fun. CFO is so aloof that they need to be told that it's paid advertising, like free. Anyway, side note, we'll take that offline. We'll take that offline, but I thought it was a good start. But you know, we were doing a really modern attempt to add like B2B paid and advertising and personalization and trying to bring all of this together.

30:52And we've tried to simplify our funnel, trying to do personalization throughout this. We've been using a bunch of different signals to then enrich contact data, to then push them into different ad channels, create personalized content. But we just kept on coming up to this challenge that it doesn't really matter if you don't show up on the first search result in Google. Hey, it's Dave. Today's episode is brought to you by Optimizely. If you want to know what AI agents can actually do for a marketing team, Optimizely is where I'd point you to right now for a real example. Last month, we ran an Exit 5 live session where a bunch of our members showed off their best AI agent use cases.

31:27And McKeel, director of AI innovation at Optimizely, actually won the whole session. He showed us how he used Optimizely's AI agent platform to run an ABM campaign that gave 2 ,000 accounts their own landing pages built from signals like job postings, press releases, and leadership changes. That's like the holy grail of ABM, by the way. Optimizely's agent platform is built specifically for you, the B2B marketer. You can build your own agents like McKeel did or pull from a directory of 50 plus pre-built ones made just for marketing use cases all in one place. They also just launched virtual teammates.

31:59These are digital members of the team that learn over time and can join meetings, complete tasks, support campaigns, and keep your website optimized. If you're being asked to look into AI agents right now, Optimizely should be at the top of your list. Go and see how they can help you reclaim your time and build cool stuff just like McKeel did. Check them out at optimizely.com slash exit five. That's optimizely.com slash exit five. Hey, it's Dave. Today's episode is brought to you by Compound Growth Marketing. They're a full funnel demand gen agency that I've personally hired twice. Yep. Before I was just a thought leader.

32:32I was a real marketer and CGM was one of the best agencies that I worked with. They help high growth software companies show up earlier in the buying journey where potential customers are forming opinions about which product to use. They've helped an enterprise cybersecurity company grow pipeline 168 % year over year with full funnel media and an HR tech company grow 48 % through paid search. And they can do the same for you. They offer a combination of full funnel paid advertising strategy and execution, AEO, and a dedicated go-to-market engineering team. Everything CGM does gets tracked, measured, and improved over time.

33:06That means more pipeline for you. And this works because they were started by an actual former VP of marketing who really gets this space that you work in in B2B. So visit compoundgrowthmarketing.com slash exit five to see how they can help you meet your 2027 revenue goals. That's compoundgrowthmarketing.com slash exit five. And then we started realizing that it's not just about Google anymore. It's about Google and Bing. And then we started realizing it's Firefox and stuff.co and now it's ChatGPT ads. And we were seeing that tons of our traffic was just getting consumed by these AI platforms.

33:38And we were really struggling to be 10 % sure voice on Google, even with really dramatically increased budgets. So we just keep saying to our team that it's never been easier to generate demand. Programmatic is super cheap, CTV is super cheap to tap into. However, it's never been more difficult to capture that demand, especially when you're in a niche where you're competing with so many players who also have very mature teams and very mature tech stacks and budgets. So how do you do that? How do you be a little bit more strategic. I know I've only got a few seconds there, but I'll leave you on this cliffhanger.

34:07We increased our ChatGPT ads experiment budget by 900 % just after four weeks of results because we felt so strongly about this. And 100 % of that budget came from shifting budget away from Google Ads. So I'll leave you on that cliffhanger. If you want to find out more about how ChatGPT ads work and about the strategy that we've been exploring for the last couple of weeks, vote for me and we'll go from there. I dig it. Jess, I don't even use ChatGPT or Claude anymore. I'm backing this just straight up Google because Google just does all the AI chat right in there. And I'm like, this is a super interesting time to be a marketer.

34:43And Dylan just hit on that perfectly. It's wild. All right, here we go. I'm sweating. It's going to be bad. I'm nervous to walk out of this room and anyone's going to see like, what the hell was that guy doing in there? Snapping. Is that true? You did three demos. They never gave you the gift card. Who was it? Olive Garden? What was it for? It is. I don't even remember what the gift card was actually for, but I remember it very vividly because I was out of town when I decided to do it. And I was like, oh, I don't want to pay for dinner tonight. So I'll get this gift card and I'll fund my meal.

35:17It was with a video company. The guy was based out of Australia. And I was like, I did the pitch. It was good. And then I was like, oh, yeah, I'm interested. So I did the three calls, but he never sent me a gift card. And I will never forget that. And I see his name come up on my LinkedIn every now and then. And that's just one. We know who you are. We know who you are, buddy. We know. All right, Kenna, let's go. Timer's up. Awesome. All right. So what a great intro for me to come over here and talk about Google AI and everything. So thanks, Dylan, for that. Definitely want to hear more about those chat GPT ads too at some point.

35:50But hi, guys. My name is Kenna. I do performance marketing at Easy Llama. We are a compliance and security training provider. So those courses that your HR leaders or IT people send you, that they stay on you to make sure that you do them and you just want to roll your eyes at them. We make those, but we make them fun and they do work. I actually enjoy taking them from time to time. So I'm going to talk about search today. And if you know me, that must mean it's really working if I'm choosing that over doing something on talking about social. So as we know, Google AI Overview has been getting bigger and bigger, especially in the last couple of months.

36:25that's been hurting organic for a while now. And now it's hurting our paid placements because they're just getting pushed further and further down. So if you're in Google Ads, you know that you get all these suggestions come up and you can just auto apply them. You can pick and choose. I've always been taught never to touch them. If you want to let your spend go everywhere and really get nothing for it, go for it. I do work with my Google Ad rep. I really enjoy working with her and she kept pushing me on doing this AI Max. And I was just like, nope, we're not going to do it right now, maybe in the future, but not right now.

37:00And I finally agreed to it a few weeks ago. But my rule with doing it was just don't hand over our ads, Google's algorithm. I don't want to blast our spend out of the water, keep it close with high intent searches. So I finally turned it on for one of our campaigns to start. And I was very, very careful with it to make sure that it works and we can get into how to do it in the next round. but the engagement lift and qualified leads that we saw coming demo increases decrease in cpa and then of course it's only been on for about three weeks now but the pipeline generation is already there so i'm excited to see what it keeps doing as time goes on oh hey she just got pushed off the cliff goodbye can it's great to see you thank you for coming All right.

37:46Shlomo is the creative director at OnBore.com and he's ready. His girlfriend takes care of that plant for him. I've already got to the chase. That's true, but I take care of ads. Hey guys, I'm Shlomo and I make fun ads for boring tech products. Now in the next two minutes, I'm going to show you a creative technique that I've been using a lot that I've learned from Apple originally, and it's called personification. So it's very simple. It's based on the question, what would happen if my prospect were a person, right? Yeah. Like what kind of person would they be? And I want to show you how I use that for my client Hybog, which is an HR software like Rippling or Workday.

38:29And the first step in this recipe is to find an enemy, right? And in this case, our enemy is legacy HR software. Okay. Then the next step is to build your characters. so in this case i you know i used apple as my inspiration and basically legacy hr software is this boring guy and hi bob is the cool handsome popular hr software and then the third step finally is to pick a scenario so in this case i picked the soap opera breakup and let's see the ad I'm leaving you You found something better It's Bob Hi Bob I knew it What makes it better than me? It's beautiful Smart Popular And unlike you, it's not wasting my time Start managing your HR, payroll, and finance All in one place This has been one of our best performing ads this year with more than 1 ,000 leads.

39:31The leads are 80 % cheaper than usual. The cost per 1 ,000 views is 50 % cheaper. And if you pick me for the next one, I'm going to show you another bonus technique and the most underrated research tool and prompt for creative ads. Thank you. Speaking my language, Lo-Lo. I love ad creative. Happy place. I just like when people show things. I'm a huge show. Show me the ad. okay let's bring them all up anthony dylan kenna and shlomo to the stage please jess i'm gonna let you you know you're my co-host today i'm gonna let you take the first crack at questions here okay i have one for shlomo because i ah man when i found out shlomo was going to be on this i literally think i slacked the exit 15 oh my god i'm obsessed with him uh i thought you were just saying that i'm like you actually know this guy oh my gosh okay you gotta check out his stop Too much.

40:26You're biasing the audience. I'm sorry. I'm sorry. Okay. Was that one many creative executions you did for the personification idea? No, not necessarily in this case. I use it for a lot of different clients, but when I do productions like this, then I usually pick five different directions, completely different techniques and angles, pain points, and so on, and then we produce those. So for this campaign, it was the only personification one. Love it. Thank you. Dave, would you like to ask a question? No, why don't you do some of the work on this webinar? Damn it, not webinar, live session. So question for Dylan, talk about the ROI on those chat GPT ads.

41:09That's a hot one in the chat right now, hot in the chat. Yeah, I bet it is. Yeah, so our sales cycle is like six to nine months. So it's gonna be a little bit of time before we start seeing that. But we have definitely seen some of the positive leading indicators that we look at in terms of like click-through rates, can't share like exact figures, but we've seen them be pretty comparable to non-branded Google search in a lot of our cases. And we actually had two demos come in this week where last touch was ChatGPT. So we'll take it, right? That's a good leading indicator. And obviously, like we showed, we're running a pretty mature top of funnel strategy with a bunch of different programmatic display and LinkedIn, Google.

41:45But I think a lot of that bottom of funnel search and middle of funnel search is now happening on ChatGPT. And we definitely want to take advantage of that. But another cool thing we're looking at, we use a tool which is able to show some of our AEO sort of search results. And with ChatGPT ads, we can now see kind of what is our ownership of that share of voice of a specific prompt. And that's been really interesting. So we were able to plug in like some of our competitors and look at how much of the share do we own compared to them. And that's been really interesting. And, you know, part of the reason that we've invested so heavily in the platform.

42:14That seems like a key piece for the future because it's, you know, who knows if you're going to actually close the loop. but it's like, are we just, how do we know if we're showing up in these searches, in these prompts? Let's go to Anthony. I have some more for you, Dylan, a second, some for Kenna. For Anthony, tell me more about this competitor takedown campaign. And then someone else said, I'd be curious to see revenue and spend. Yeah. So competitor conquesting, very common. Oh, the double C, Marissa would like that one. Double C, there we go. You know, most software platforms probably already have, your customers are already using some solution and your goal is to get them to switch over to your solution.

42:49So number one, it starts with a targeting list that you're going to get. So you can use lots of different data tools out there just to identify who's using these different platforms. You would build your target account lists based on competitors, and then you would write your ad copy for those competitors. We do have a preview of a template on a later slide here. If you vote me back, basically, you want to show them how, in a message, how your solution is going to be better. And then you kind of work that into an incentivized campaign here. So you give them an incentive for taking that demo, seeing that in action, and then that's how it works.

43:23Love it. I have a question for Kenna. Cool. From the audience. It says, Kenna, how did you decide how much to put into AI Max and pull from other spend? And did you notice any changes to organic as a result of investing in AI Max? Because it's only been on for a couple of weeks and I focus so much on paid. I can't speak to the organic side of it directly, but from a budget standpoint, the way that it works in Google is it kind of, it is trusting the algorithm and it's putting your faith in it. So you turn it on and what your budget is set within that campaign, it decides if it's going to win the bid for the AI overview above the AI overview or stick it into a regular search area beneath it.

44:07So it just stayed with my normal daily budget, which is a very healthy daily budget behind it for this campaign. It's always been one of our highest performings. It started to kind of trill off. So that's why we went with that campaign to start it out with. Okay. We're assuming this one is for Shalom O 'Hare. Fun ad does not necessarily make the lead reach out, especially the engineering type ICP. So this is fun, but maybe only for some audiences. But you know, you work with a bunch of different companies. Curious to hear how you handle that objection. Yeah, for sure. I think that the only thing you can do is start small and start testing it out and see if that works for you.

44:41For most of my clients, eventually we managed to track it. And I think it always depends on how far you want to go and how interesting you want to make it. But in general, you're competing with the best content out there. You're competing with the best stuff out there. Why would it be boring? Even if it's for engineers, it could be technical, but it still should be fun, beautiful, interesting. Should look like you put effort into creating that, like you care. And I think that's the most important part. Not if it's fun or not, but just that you care. There's almost always this things that we love internally end up not performing well and things that we didn't think are going to be the, you know, you just have to have enough ideas and then let the data tell you which one to go do more of.

45:19Jess, you got anything else before we roll the poll here? I have one more question. And so, honestly, maybe for both Dylan and Kenna, because I've never done these AI, like ChatGPT or AI ads before, how much control do you have over what actually shows up? Because I know so much of that just kind of gets decided in the algorithm. Like, what are you feeding it so that the thing you want it to say is actually what's said? I'll answer, I guess, for ChatGPT, we're also running some of Google's AI ads. Google, I would say, Kenna, you could back me up on this, but a little bit less control over what's shown to the customers.

45:53You kind of give them a bunch of approved assets and hope that they make the right decision. We do have one or two screenshots from a few upset people with some of the ad copy from that. At ChatGPT, you have a little bit more control. You've provided context hints, which are basically like prompts or keywords. You get to give it that way. And then it will show specific ads depending on those keywords that you've given it. So you have a lot more control over what's shown to the customer. What's also nice about ChatGPT ads is that it's only showing one ad per question from the customer. So instead of Google's overview, where you may get a couple of different recommendations, ChatTQT is just allowing one advertiser per prompt response.

46:27So you have a little bit of like when it takes all advantage there. Yeah, add in for AI overview, the way that it really works, though, I'll give away the secret to it that I'm going to talk about later, is that it reads the copy on your landing page to then determine what it's going to put in that ad. So you can, you know, it depends on how you're going to set up your page to be more conversion-based, educational-based, more content, less content, you know, whichever works best for you. And then just make sure that copy is, you know, any burden of it would be okay to get pulled into it across the board.

46:59All right, let's roll that poll. Who will it be? We have one winner from round one moving on. We have one winner from round two moving on. And Dan is in my ear right now saying, we're going to have a bonus, a wild card. There'll be a third person. And you know what? I got soundtrack this time. After the night remix.

47:22who is it they're gonna kick me out of here how much more I'm gonna keep it going okay this is very close should we let Claude should we copy ask Claude vote but there's also the interesting variable here which is number of votes so there's gonna be a third person I want to bring back who wants to be a millionaire side note completely separate yeah all right is it final where are we at all right I think it is Dylan congratulations chat GPT on to the next round Dan who's the third Dylan winner all caps winner way to go waiting to hear and look we're gonna keep him up it's 947 right now in his home but Shlomo you're gonna have to keep staying up with us brother because you you're the wild card so here we go congratulations uh let's skip around let's bring everybody i don't i know if we could do that i thank you for being here today great job all you marketers you're building a bunch of fans in the chat and you did a great job so we're going to bring it back to the top are we going to go back to the top now we're going to jake all right cool nice jake you got those slides back and you got a little bit more time on the clock and we can get you back in there all right here we go we got three minutes on the clock we're off to the race okay three minutes okay yeah so i said that i'm talking about how we track signals for this play.

48:44So at a high level, this is the structure of how it works. We run the ad long form. Again, this is to a very defined target account list and one of the three titles that mean the most to us. It's usually economic buyer and champion. We use Fiddler and LinkedIn to see which companies are engaging with that piece of content. And then shadow vector on the click level. Once somebody clicks on that ad, we're using vector to de-anonymize that contact. We have a contact level as well. We're pushing all of that data into HubSpot, but anything that happens on a contact level, obviously we push to play and then rich you play and then push to HubSpot.

49:18So then in HubSpot at a company level and at a contact level, we can score those leads based on all the engagement and then prioritize for different campaigns. We then segment those contacts and those companies into either different retargeting audiences or it becomes a great list for our sales team to outbound to or to target at events. Social signals. So Clay, we're also tracking likes, comments, shares on that post itself. So we're getting that non-quick engagement. How the content is structured. So basically at a high level, do like the seven things we go through in this ad. One, we call out directly, like we speak to the prospect's specific situation.

49:55We're not talking like generically. We name their exact problem, their pain. We create an open loop in the beginning to give them a reason to keep watching. We establish expertise with data. We talk about why somebody should listen to us. We show how you solve it, solve the problem that they're facing. We tie it to something that the prospect is evaluated on. So usually, like, what are our champions, what they're bonused on or measured on is a really good one to form your content around and your use cases. And then we make the case for why our solution, our product, our brand is the only option.

50:25As you guys saw in some of the screenshots, it's an ugly ad. It's a nine plus minute video of somebody just talking directly to a screen. There's no fancy cuts. But if what you're saying is landing and it's hitting, you can keep someone for as long as you want watching the video. So here's that framework applied in our ad. So one calls them out directly. Top layer, we say this is where banks need to focus if they want to grow their S &E portfolio in 2026. We named the exact problem, which is banks struggle to get consistent, qualified S &E demand that fits their credit costs. It's very specific.

50:57We establish authority. Again, this person says, we opened with last year, I spoke to a ton of banks and they're asking me three questions over and over. The open loop is, he teases that he's going to answer all three and he's going to answer them by doing it in a new way they haven't heard of without adding additional risk. We show how to solve it. So then this is more like product focus. Like this is how our product solves those problems. Tied to what they're measured on, our prospects are focused on, are they funding more deals? Are they funding them profitably? And can they grow and retain deposits?

51:27so that's what we hammer on. And then we make the case for Lendio. We talk about how Lendio is the only option out there that can solve three pain points that we talked about in this video compared to our competitors. And did you guys lose the slides? No, we're trying to get you off the stage. You did great, but we hit the cap. I'm done? Yeah, you're done. That was so fast. That's great. You did a great job. We're just trying to throw you off. Kind of push you down there with Kana. Kana, catch him on the way down. All right, Dylan's back. Okay. Yeah. Sorry about that. Interesting fun fact while I'm flailing here, work laptops stood with this channel, which was interesting.

52:05So my girlfriend's laptop is doing as we start. What do you work for the government? You can't run a webinar platform? Apparently, apparently. But guys, in any case, I'm not going to waste more time trying to share slides here. Like our big learnings, right? And takeaways from this, take it all with a pinch of salt. It's been eight weeks, right? So we have limited data that we're going off of, But our big kind of learning was that we were sort of reaching a point of diminishing returns within Google search. And we found that we were over indexing on basically competitor conquesting and on a lot of these really long tail, like kind of non-branded search terms that had previously converted really well for us.

52:41We just weren't showing up for those. We weren't getting any impression share on them anymore. And I believe that that's because of Google's change to kind of AI overviews. So we've shifted some of our Google budgets to kind of adjust to that and take advantage of some of those AI overviews. But the other thing that we did do was start experimenting with a couple of different channels. And Dave, you gave this advice a couple of years ago, and I've lived by it of like, you can't just pull out a brand new campaign out of your back pocket in Q4. You need to have kind of been building and experimenting, you know, months or years before.

53:10So about two years ago, we started dedicating 20 % of our ad budget to experimental channels. And with that, we've discovered that meta ads convert really, really well for us. We found that Bing ads can convert pretty well for a certain group of users. And we also just kind of took this approach to, we've tested now Reddit, we've tested Amazon Display and their connected TV app offering, we've tested LinkedIn CTV. And when the opportunity came around to test JAPCPT, we were like, absolutely, we want to give this a go. And what we saw was that we were able to use our Google kind of keyword searches and use some of those volumes to inform what prompts we were putting in front of people.

53:45We were using Profound, which is an AEO tool to see what kind of prompts are coming up and relevant to our audience. And then we were able to use that to create a bunch of different campaigns. So we found that just running one campaign at a time wasn't that effective. It made more sense to split out your hints into kind of themes and then be able to just give it as many possible hints so that it could match that to what a user was searching for. What was really, really interesting, we tested kind of top, middle, and bottom of funnel style ads. For the middle of funnel sort of education, that's really where we were finding we got the most value out of it.

54:18People were able to ask these really long-winded questions and then we were able to show up as a really relevant solution to what they were needing. And we were seeing higher click-through rates on that type of content. I didn't realize what time it is. I was like, all right, Shlomo, let's go rip it. We're going to do this. We're going to finish strong and we're going to crown a winner in the next four minutes. All right, let's do it. Good job, Dylan. Free hashtag free Dylan. Good job. Welcome to part two. So in a previous part, we talked about how personification can be a great hook. Instead of showing just another UI screen or an office, you could show real people.

54:50And visual analogies is another amazing technique that I use all the time. Instead of just showing your boring feature, you find a fun analogy and make an interesting ad. So here's how I did it for the HR. Hi, Bob, my HR software client. First of all, I'm kind of a lazy marketer, so I don't want to come up with my analogies myself. So I let my users do it. And in this case, the first step is to find the voice of the customer. So I go to Reddit Answers, which is one of my favorite AI research tools. It's completely free. And I write this prompt. find posts and comments from HR managers sharing real challenges, frustrations, and relatable situations.

55:24And one minute later, I get this beautiful report with a bunch of pain points, relevant forums, and threads. And I start digging in and I find that everyone is talking about email back and forth. And some people are even calling it email ping pong. And ping pong is kind of interesting because it's a pretty cool visual that I can use. So this will be our analogy. Step two is writing the storyboard. Now, every story needs some tension. So in this case, we have on the left side, the employee. The employee just wants to take some time off, but the HR manager needs him to fill in all the forms manually because they're not using Hybo.

55:59All right, so how do we turn this tension into a storyboard? We're going to use the PAS formula, problem, agitation, solution. So let's start with problem. The employee says, hello, I'd like to request time off. And then we see their email on the screen. And then they start playing. The HR manager says, please complete the request form. And it goes on and on. And if the problem was just the beginning, in the agitation, it gets even worse. And then finally, we get the solution. And we get HiBob, which solves all these problems. So this is my storyboard. And the production looked like this in the beginning.

56:31But here is the final ad.

56:37Hello, I'd like to request time off. Please complete the request form. Which form exactly? Employee absence authorization form V3.2 Please find it attached You appear to have missed section 4B There's no section 4B on my copy Yes Guys, stop the ping pong With HiBob requesting and managing time off It's just a few clicks So this was our cheapest CPM Highest thumb stop rate And also best hold rate But yeah, anyway, like hold rate Good hold rate is not enough So we also use these static ads for retargeting And they're performing pretty well If you want these slides, ad examples, and research prompt, you can scan this link, and I prepared everything for you in one Notion page.

57:18Thank you, guys. Love it. We'll send it to you after. All right, we did it. We did it. Here we go. This is it. So this is the final thing. This is the final event right here. Who's your winner? You can pick one winner. Is it Jake, the long-form explainers as LinkedIn ads? Is it Dylan, the chat GPT guy with his girlfriend's laptop? Is it Shlomo, product personification as ad creative? Or bonus, do you just want to vote for Jess Cook? overwhelming way to go, Shlomo. Good job. Thank you to all of our presenters today. Thank you to Jess Cook and Vector for sponsoring this session. Shlomo, we're going to send that.

57:51Dan, you're going to find a way to get that trophy to Tel Aviv. Please do that. The check with Dave Gearhart, the Exit 5 swag. Thank you all. This was awesome. We're going to keep doing this format again with different topics. I just want to give a shout out to all of the 10 folks that were with us today or A to them or however many one like this is awesome. This is what our whole thing is about real marketers, sharing real examples. Jess Cook, great to see you, my friend Shlomo. Congratulations. Thank you very much. This guy's got 61 ,000 followers on LinkedIn. I had no idea. There's no you know, not only does he have a lot of followers, he's good at what he does.

58:24He's good at what he does. Great job. And then real quick, we love all the feedback here today. So please help us. How would you rate this session? 543210. If you give it anything less than a three, I I honestly think you're just being a hater because I'm not trying to skew the poll here, but you're probably just being a hater. This feedback is really helpful. Okay, that one guy, it's always a guy, got me with the one there. I probably talked myself into that one. But thank you for all this. We'll be back. Check us out, exit5.com. We're going to send all the recap, follow up, all this stuff out.

58:51Shlomo, Jess, I'm out of here. Thank you all. Way to go. Thank you so much. See you later. Bye-bye. Bye-bye.

58:59Hey, thanks for listening to this podcast. If you like this episode, you know what? I'm not even going to ask you to subscribe and leave a review because I don't really care about that. I have something better for you. So we've built the number one private community for B2B marketers at Exit 5 and you can go and check that out. Instead of leaving a rating or review, go check it out right now on our website, exit5.com. Our mission at Exit 5 is to help you grow your career in B2B marketing and there's no better place to do that than with us at Exit 5. There's nearly 5 ,000 members now in our community.

59:30People are in there posting every day, asking questions about things like marketing, planning, ideas, inspiration, asking questions and getting feedback from your peers, building your own network of marketers who are doing the same thing you are so you can have a peer group, or maybe just venting about your boss when you need to get in there and get something off your chest. It's 100 % free to join for seven days, so you can go and check it out risk-free. And then there's a small annual fee to pay if you want to become a member for the year. Go check it out, learn more, exit5.com, and I will see you over there in the community.

1:00:31and the team brings something creative. Every time that we work together at our Exit 5 event in Austin, they handed out cowboy boots. In our newsletter, they shared an AI prompt cookbook. And at Drive last month, they were giving out Airbnb gift cards and AirPods. They believe marketing is a craft that takes creativity, thought, and taste. And no, AI can't do this part for you. The best teams treat AI as infrastructure and built the right way. It actually makes marketing feel more human, not less. Customer.io helps product teams build personalized campaigns across email, SMS, push in-app and webhooks using their own first-party data.

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