DiscoverB2B Marketing with Dave Gerhardt#173: Strategy | Merging Funnels, Targeting Multiple Personas, and Restructuring Your Marketing Team with Shane Murphy, CMO of Webflow
#173: Strategy | Merging Funnels, Targeting Multiple Personas, and Restructuring Your Marketing Team with Shane Murphy, CMO of Webflow

#173: Strategy | Merging Funnels, Targeting Multiple Personas, and Restructuring Your Marketing Team with Shane Murphy, CMO of Webflow

Update: 2024-09-05
Share

Description

Dave is joined by Shane Murphy, CMO of Webflow, where he is scaling one of the most innovative companies in web technology. Shane shares his insights on integrating growth strategies across self-serve and enterprise funnels, building a powerful brand, and targeting diverse personas.

Shane and Dave cover:

  • How Webflow combined its self-serve and enterprise growth teams to streamline acquisition
  • Targeting broad personas and aligning messaging to meet unique needs
  • Brand building in B2B marketing and leveraging creative campaigns for long-term growth

Timestamps

  • (00:00 ) - - Intro to Shane

  • (07:18 ) - - The Three Pillars of Webflow’s Marketing Strategy

  • (10:50 ) - - How to Sell to Multiple Personas

  • (11:51 ) - - How to Position Your Solution on Your Website

  • (17:44 ) - - Combining Brand and Product Marketing Strategies

  • (20:43 ) - - The Art of Pricing and Packaging

  • (22:58 ) - - Why You Should Clarify Decision-Making Roles

  • (28:40 ) - - Managing Yearly Initiatives and High-Level Work Priorities

  • (30:08 ) - - Implementing Monthly and Weekly Project Check-Ins

  • (33:32 ) - - Building Trust

  • (36:56 ) - - Dedicating Yourself Personal Development Time

  • (44:04 ) - - Finding Your Career Fit



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 Calendly. You’ve probably heard of Calendly. And you probably have used it to schedule meetings with people outside your company.

But did you know you can also use Calendly on your website to increase conversion and create a better hand off experience with sales? 


Speed to lead is everything and that’s why B2B marketing teams today use Calendly to convert leads the moment they’re ready to talk to sales. Instead of doing the whole follow-up late dance, you can book meetings right within the forms on your website. And Calendly has the routing and integrations you need to make sure your prospects get booked with the right sales rep.


Smith.ai increased their website bookings by 26% using Calendly. And Katalon, the all-in-one test automation platform, was able to increase their conversion rate 3X using Calendly.


Join over 20 million users who count on Calendly to simplify meetings, save time and drive revenue revenue by removing the friction from your website. Visit calendly.com/exitfive to get started with a 14-day free trial.



***

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
Comments 
In Channel
loading
00:00
00:00
x

0.5x

0.8x

1.0x

1.25x

1.5x

2.0x

3.0x

Sleep Timer

Off

End of Episode

5 Minutes

10 Minutes

15 Minutes

30 Minutes

45 Minutes

60 Minutes

120 Minutes

#173: Strategy | Merging Funnels, Targeting Multiple Personas, and Restructuring Your Marketing Team with Shane Murphy, CMO of Webflow

#173: Strategy | Merging Funnels, Targeting Multiple Personas, and Restructuring Your Marketing Team with Shane Murphy, CMO of Webflow

Dave Gerhardt