#198: Marketing Leadership | How To Run Marketing, Creating Categories, and the Role of Marketing in Revenue Growth with Kyle Coleman, CMO at Copy.ai

B2B Marketing with Dave Gerhardt

This is a re-run of one of our top episodes, where Dave is joined by Kyle Coleman, CMO at Copy.ai. Kyle went from Individual Contributor to Senior Director at Looker and Director to CMO at Clari. During his time there, he helped both companies 10x their revenue.

In this episode, they chat about

• The importance of leadership team alignment and why the CRO & CFO should be your best friend
• How marketing can impact pipeline and the standard it should be held to
• Why you should build a marketing calendar around the product roadmap

Timestamps

• (00:00) - - Kyle's exposure to B2B marketing and strategy
• (06:40) - - Gaining expertise in marketing metrics and standards
• (11:18) - - Balancing Efficiency and Creativity in Sales Outreach
• (14:57) - - Importance of an Internal Partnership with the Sales Team
• (17:37) - - Aligning marketing goals with revenue generation
• (19:20) - - Co-creating Qualified Opportunities with ICP
• (24:25) - - Importance of Sales and Marketing Collaboration
• (30:07) - - How CROs and CMOs can balance long-term vision and short-term outcomes
• (35:17) - - The lightning strike strategy
• (36:10) - - "Marketing Moments:" Calendaring significant events to drive business goals and team performance
• (39:26) - - Using Shield analytics to identify and repost popular content
• (47:02) - - How to simplify complex questions to extract key insights
• (50:29) - - Building a networking resource for professional growth
• (53:32) - - Closing thoughts

Send guest pitches and ideas to [email protected]
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

***

Today's episode brought to you by Navattic.

B2B websites are filled with too much story, too much narrative these days. You visit a website and you have no idea what the product does and how it works.

This is why Navattic has become a popular product for B2B Marketers. They help you build interactive demos so you can give buyers a real look at the product before they ever talk to sales.

And guess what - it works. They found that companies using interactive demos with Navattic have seen up to a 25% lift in website conversion rates and a 10-20% increase in inbound leads.

They just released their 2025 State of the Interactive Product Demo report, and it proves just how much more control B2B buyers want over the buying process. Buyers have more access to information than ever, and companies are finally catching up by making their product front and center.

Their report breaks down the top-performing demos, why ungated demos drive higher engagement and the best use cases and strategies for making them work.

So if you want to learn more about using product demos on your site, go check out Navattic’s State of the Interactive Product Demo report now.

***

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

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