3 predictions for the future of b2b marketing (Exit Five Newsletter #135)

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By the way - this email was designed in Knak which helps you create email and landing pages in minutes without having to write code. Learn more about Knak here.

🐆The 7 Key Elements to High-Performing Emails

I don’t need to cite a laundry list of statistics to convince you email is one of the most important channels in B2B Marketing.

I know it and you know it – so let’s help you get better at it.

Pierce Ujjainwalla (co-founder & CEO at Knak) is an email expert… and after writing and studying thousands of emails, he’s identified the seven things that create emails that aren’t just read, they’re acted on.

It’s called the CHEETAH framework, and it breaks down how to:

• Captivate attention before the email is even opened
• Make your email feel like it’s coming from a real person, not a faceless company
• Increase conversions by matching email to landing page

If you’re planning to send more than one email this year, check out the free (and ungated!) guide to the CHEETAH framework here.

🔮 3 Predictions for the Future of B2B Marketing with Chris Walker

I’ll get right into the goods today :)

A few weeks ago, Dave sat down with Chris Walker, CEO of Passetto and one of the most prominent B2B voices on LinkedIn.

They covered a lot of ground, but there were three things that really stood out to me – his predictions on the future of B2B Marketing.

Without further ado, here they are:

Prediction #1: Smaller Teams, Bigger Impact

A lot of Chris’ customers have a 50 to 100 person marketing team. But he also has customers with a 4 person marketing team.

Take a wild guess who produces more (better and faster)? The 4 person team every time.

Why? They're not sitting in meetings debating a single email. They’re busy getting things done.

And with AI and automation making it easier than ever for small teams to deliver massive results, this is going to become the norm.

Plus, smaller teams aren’t just cheaper. They’re more creative and flexible, too.

What This Means for You:

• Audit your team: Where is there redundancy? Where can technology step in?
  
  
• Invest in external resources: Keep core functions in-house but use external experts for specialized or project-based work.
  
  
• Experiment with AI: Boost team productivity with everything from copywriting to ad testing.
  
  
• Be ready to execute: With a smaller team, everyone needs to be ready to execute (even senior leaders).

Prediction #2: Splitting The Art and Science

“Brand and Demand.” You’ve probably heard that phrase once or twice. But Chris sees the two distinct marketing buckets a little differently.

He sees future marketing teams being broken into:

1. Strategy (Art): Long-term investments like positioning, analyst relations, PR and comms, customer research, competitive intelligence, and thought leadership.
   
   
2. Pipeline Creation (Science): Revenue-driving activities such as demand gen, website optimization, and paid ads.

By separating these responsibilities, marketers can focus deeply on their strengths, have better defined ownership, and prove ROI more easily.

What This Means for You:

• Evaluate your org structure: Are strategic thinkers stuck running ad campaigns? Are creative brand-builders being measured on short-term lead metrics?
  
  
• Push for metrics that match the function: For example, strategy isn’t about immediate pipeline. It’s about long-term brand health, customer retention, and competitive positioning.

Prediction #3: A New Formula for Efficiency

“Growth at all costs” is dead. Today’s market demands sustainable growth. And that means making every dollar you spend work harder.

Because of this, Chris predicts marketing teams will see tighter guardrails from finance. This will force teams to really dig into where they’re spending and how it’s driving revenue.

And it’s not just about cutting costs. It’s about doing more with less by choosing the right mix of programs, channels, and tools to meet goals without breaking the bank.

What This Means for You:

• Partner with finance: Proactively create ROI benchmarks for marketing spend to build trust and protect your budget.
  
  
• Emphasize flexibility: When demand dips, smaller teams and variable program budgets allow you to adapt quickly.
  
  
• Prioritize what works: Double down on the programs that consistently deliver high ROI, and don’t be afraid to kill initiatives that don’t.

P.S. I know there’s going to be a ton of interest in this interview, so to spare my own inbox (and not have you waiting on me) – I’m linking to the full thing for you here.

📺 UPCOMING EVENTS

🎤 The Role of Product Marketing in B2B: Strategies, Tools, and Metrics for Success

Product Marketers are no strangers to change.

Whether it’s navigating new responsibilities, proving impact to leadership, or balancing short-term wins with long-term strategy, the role is constantly evolving.

And in 2025, that evolution is only speeding up.

This Exit Five Live session is designed to help you stay ahead of the curve. We’re bringing together top product marketing leaders for a tactical, no-fluff discussion on how to sharpen your skills, adapt to the changing landscape, and deliver measurable impact.

Exit Five Founder Dave Gerhardt will host a panel of expert Product Marketers, including:

• Natalie Marcotullio; Head of Growth and Operations at Navattic
• Jason Oakley; Founder, Productive PMM
• Eric Holland; Co-Founder, DemoDash

You’ll learn:

• What a successful product marketing function looks like in B2B
• Tools, frameworks, and metrics that matter
• How to align with sales and customer success teams
• Balancing short-term priorities with long-term strategies
• Trends to watch for 2025 and beyond

Plus, there will be plenty of time for live Q&A so you can get your burning questions answered by our panel of Product Marketing Pros.

Join Us Live!

📚 LATEST CONTENT

Here's the latest from the Exit Five content library:

• [ARTICLE] How to be a Better B2B Marketing Leader
• [ARTICLE] The B2B Positioning Trap: Why Companies Go Broad
• [PODCAST] Lessons for First-Time Marketing Leaders with Michael Cole, SVP of Everflow
• [PODCAST] Why Cookie Cutter Marketing Doesn’t Work with Gurdeep Dhillon, CMO at ContentStack

🏢 OPEN ROLES

Who's hiring right now?

🔥 HOT JOB OF THE WEEK: New North is hiring a Growth Marketing Strategist. You'll build marketing strategies based on business outcomes, connecting the dots across content, paid, ABM, and marketing ops initiatives. $100k annual salary.

Interested? Apply here.

Other open roles on the Exit Five job board this week:

• Ceros is hiring a Senior Product Marketing Manager
• Neuron7 is hiring a Content Marketing Director. Fully remote, US Only.
• Databox is hiring a Lifecycle Marketing Manager
• Mutiny is hiring a Content Lead
• Drivepoint is hiring a Content Marketing Manager
• Global Payments is hiring a Principal Content Strategist, SMB Professional Services
• Global Payments is hiring a Principal Content Strategist, Higher Education
• Opus Training is hiring a B2B Growth Marketing Manager

See all open roles

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