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Hello and welcome to the Exit Five Weekly Newsletter - read by 32,000 B2B marketing professionals around the world. Exit Five is a membership site designed to help you build a successful career in B2B marketing. Join 5,000 other members at exitfive.com.
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.
🆘 Marketing Teams Are Drowning in Messages. AI Can Fix That.
Have you ever had one of those weeks where you feel like you spent more time responding to slack messages and email chains than, well, doing any marketing work?
Apparently, I’m not alone – marketing teams on average spend 28+ hours a week just keeping up with comms. The result? Burnout, frustration, and performative productivity that doesn’t move the needle.
AI-fluent marketing teams are breaking free. Grammarly’s 2025 Productivity Shift Report reveals how they’re using AI to:
- Cut through the noise and reduce endless back-and-forths
- Automate content creation, research, and reporting so marketers can focus on strategy
- Eliminate busywork and reclaim time for high-impact initiatives
We’re marketers because we love crafting campaigns, driving revenue, and proving impact – not spending all day buried in messages.
Get the report today to see how leading teams are making AI work for them.
🧑🧑🧒🧒 The Playbook For Selling To Multiple Personas
You know that meeting. The one where your team gets stuck in a never-ending debate about which persona should be featured on the homepage.
"The CTO needs to see our security features front and center!" "No, the VP of Marketing cares about growth metrics!" "But the actual users need to understand how it works first!"
The back and forth can drain weeks of productivity and often ends with a watered-down compromise that appeals to no one.
But Shane Murphy, CMO at Webflow, has proven it’s possible to sell to multiple personas AND get everyone on the same page internally.
Instead of choosing one persona over another, they've built a system that effectively serves different audiences at each stage of the funnel:
Top of Funnel: Create a Unifying Persona
Instead of targeting specific job titles (like the CMO of a certain size of company) at the top of the funnel, Webflow created a broader concept they call "pro website owners."
This allows them to use common pain points that resonate across roles. Which means:
- The head of design can see themselves in this persona
- So can the head of growth
- And if the head of engineering is managing the website, they can too.
By focusing on shared challenges (like the top website priorities for the year) rather than job titles, their top-of-funnel messaging connects with a wider audience while still feeling personally relevant.
Top of Funnel: Create a Unifying Persona
Once prospects engage and move further down the funnel, Webflow segments more specifically.
Take a look at their website navigation under "Solutions" and you'll see clear paths for different audience types, like:
- Freelancers
- Agencies
- Startups
- Enterprises
Each path leads to targeted content with messaging, examples, and features specific to that audience's needs.
Bottom of Funnel: Personalization Technology
To take this even further, Webflow acquired Intellimize, a website personalization company.
And they're using this technology to create dynamic experiences based on visitor behavior, like:
- Returning visitors see content tailored to their previous interactions
- Known prospect types get customized messaging
- Different industries can see relevant use cases automatically
So as you get toward the bottom of the funnel, the messaging gets even more targeted. This is still early days, so definitely keep an eye on Webflow if you’re looking for more inspiration.
Webflow’s approach proves that selling to multiple personas doesn’t have to mean endless internal debates or watered-down messaging.
By unifying personas at the top of the funnel, segmenting by solution in the middle, and layering in personalization deeper in the journey, they’re able to speak directly to each audience – without sacrificing clarity.
📺 UPCOMING EVENTS
🔥 The Ultimate Roast of B2B Emails | A One-Day, Virtual Event
Email is still king in B2B marketing.
It’s one of the few (maybe the only) channels we have where you can actually own your audience and reach them with the push of a button.
That’s why our next virtual event is all about B2B Emails, baby! On March 19th, we’re hosting the Ultimate Roast of B2B Emails – a one day virtual event where top B2B Marketing experts will show you what makes a great email in 2025.
Here’s how it’s going to work:
- We’re breaking down every major type of email in B2B, from newsletters to lead nurturing sequences – we’re going to cover it all.
- Each session is hosted by EXPERT operators (like Alex Liberman of Morning Brew & storyarb and Amanda Natividad of SparkToro) who will share their email secrets.
- We’ll do LIVE TEARDOWNS of real examples submitted for roasting from the audience and they’ll share tactical ways to improve.
If you came to the Ultimate Roast of B2B Websites last year, you know how much fun this is going to be – so sign up now to get it on your calendar so you can join us.
Can’t make it live? Register anyways and you’ll get the recordings afterwards. Don't miss out!
🏢 OPEN ROLES
Who's hiring right now?
🔥 HOT JOB OF THE WEEK: Overjet is hiring a Head of Growth Marketing to lead all marketing demand generation and conversion activities. If you know how to build and scale demand gen, run paid and organic growth, and turn marketing into revenue, this one’s definitely worth a look.
Other open roles on the Exit Five job board this week:
- Ten Speed is hiring a Senior Designer
- ATSG is hiring a Manager, Content & Brand
- Overjet is hiring a Head of Product Marketing
- Clara is hiring a Contract Social Media Strategist
- Neara is hiring a Demand Generation Manager
- Great Question is hiring a Senior Demand Generation Specialist
- ThoughtMetric is hiring a Director of Marketing
- EcoInteractive is hiring a Marketing Coordinator
- Baymard Institute is hiring a Product Marketing Manager
- CardFlight is hiring a Head of Growth Marketing
- Ceros is hiring a Senior Product Marketing Manager
Have an open role and want to make sure the best B2B marketing talent sees it?
Just reply to this email and we'll send over more info on how you can post it on our job board + get it in front of 25k+ marketers.
Join us in Exit Five
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We have a 7 day free trial so you can join 100% risk free.
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