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
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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

  • (06:28 ) - - The Three Pillars of Webflow’s Marketing Strategy

  • (10:00 ) - - How to Sell to Multiple Personas

  • (11:01 ) - - How to Position Your Solution on Your Website

  • (16:54 ) - - Combining Brand and Product Marketing Strategies

  • (19:53 ) - - The Art of Pricing and Packaging

  • (22:08 ) - - Why You Should Clarify Decision-Making Roles

  • (28:31 ) - - Managing Yearly Initiatives and High-Level Work Priorities

  • (29:59 ) - - Implementing Monthly and Weekly Project Check-Ins

  • (33:23 ) - - Building Trust

  • (36:47 ) - - Dedicating Yourself Personal Development Time

  • (43:55 ) - - Finding Your Career Fit



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***

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.
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#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