In this episode, Dave is joined by Taylor Udell, Head of Growth at Champify, a sales intelligence platform that helps B2B sales teams identify key contacts for more effective outreach. With experience at companies like Twilio and Heap, Taylor shares the marketing strategies she’s used to drive growth in sales-led organizations.

Dave and Taylor cover:

How Champify drives awareness through events, LinkedIn organic, and thought leader ads
Why they stopped doing direct response ads and are seeing better results with high-value content assets
Why cold calling is an effective channel in Champify's sales-led approach
Why they chose to stop hiring freelancers and agencies and instead opted to build expertise in-house

Timestamps

(00:00) - - Intro to Taylor
(03:20) - - How to Build Product Awareness
(07:54) - - Why Thought Leader Posts Are a Better Approach Than B2B Ads
(10:12) - - How To Measure LinkedIn Effectiveness
(14:11) - - Areas Where Taylor Hopes to Drive Revenue Growth at Champify
(19:07) - - Why Cold Calling Works at Champify
(20:50) - - Measuring Success Between Sales and Marketing
(22:51) - - Why Champify Stopped Using Direct Response Ads and Is Seeing Better Results with High-Value Content Assets
(26:36) - - Driving Higher Intent with Content Assets
(28:57) - - Why Champify Stopped Outsourcing Until They Had a Definition of “Good”
(31:45) - - Measuring Success Without Gating Content or Generating MQLs
(34:37) - - Advice for New Marketing Leaders
(38:10) - - Closing Remarks

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

This episode of the Exit Five podcast is brought to you by our friends at Knak. Launching an email or landing page in your marketing automation platform shouldn't feel like assembling an airplane mid flight with no instructions, but too often that's exactly how it feels.

No more having to stop midway through your campaign to fix something simple. Knack lets you work with your entire team in real time and stops you from having to fix things mid flight. Check them out at knak.com/exit-five/

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

They give you unlimited podcast editing and strategy for your B2B podcast.
Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
Visit hatch.fm to learn more

#190: Strategy | Doing Marketing in a Sales-Led Organization with Taylor Udell, Head of Growth at Champify

The Dave Gerhardt Show (from Exit Five)

#190: Strategy | Doing Marketing in a Sales-Led Organization with Taylor Udell, Head of Growth at Champify