Exit Five Newsletter #144

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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.

🧪 What Website Experiments Are Actually Driving Growth in 2025?

Marketing leaders are under pressure to hit bigger goals with fewer resources—and the website is increasingly where those bets are being placed.

In a new webinar from Webflow and Microsoft Clarity, you’ll learn how top marketing teams are turning their websites into growth engines by combining behavioral insights with rapid experimentation.

You’ll see how to:

• Uncover optimization opportunities with heat maps and user behavior
• Personalize the website experience for key segments
• Build a culture of experimentation that drives scalable growth

If your top priority this year is implementing new strategies that actually move the needle, this session is a must-watch.

👉 Watch on-demand here.

📈 How To Build a Personal Brand on LinkedIn That Drives Real Results in B2B

"We had no inbound pipeline whatsoever. Marketing was extremely haphazard...and now over 40% of our leads are inbound."

This is what Kait Stephens, CEO of Brij, and her previous Head of Marketing, Brad Zomick, have seen since she started to get consistent sharing her story on LinkedIn.

And after perfecting this playbook with Kait, Brad went out on his own to help other CEOs nail LinkedIn.

Luckily, they’re still working together and shared the exact strategies they’ve used to grow Brij:

1. Create Content Pillars

Brij organizes content into specific categories:

• Personal content: Relatable stories that build connection (top of funnel)
• Industry education: Omnichannel marketing insights (middle of funnel)
• Solution-focused: Topics directly related to sales conversations (bottom of funnel)

2. Establish a Consistent Creation System

Kait and the team have a weekly call where she talks through story ideas. From there:

1. Brad drafts posts based on the conversations
2. Kait edits to ensure it matches her voice (except for the super personal posts, which she often writes by herself)
3. A team member schedules posts through LinkedIn’s native scheduling tool and monitors engagement
4. They also have a Founder Brand Slack channel where Kait posts inspiration and uses it as a backlog for future posts

They aim to post daily (often twice), with personal posts (like "ridiculous things investors say to female founders") getting the most engagement.

3. Proactively Build Connections

Rather than just passively posting, they actively grow their network by:

• Connecting with decision-makers from their target account list
• Using event attendee lists to connect before in-person meetings
• Engaging with viral posts relevant to their industry

This is targeted approach that makes sure their content reaches potential buyers, not just a general audience.

4. Drive Engagement Through Comments

To get the most out of every post, they follow this exact process:

• Comment on 10 target account posts
• Post the content
• Comment on 10 more posts
• Respond to the comments within the first hour

And while this adds steps to the strategy that can’t be scheduled out ahead of time, they’ve seen a big change in engagement doing this.

5. Recycle Top-Performing Content

They maintain an evergreen library of their best posts, updating headlines and hooks to keep them fresh.

But the absolute best part about this playbook is that you don't need millions of followers to see an impact. With just 13,000 followers, Kait has seen massive growth in her business through consistency, authenticity, and strategic engagement.

Today, she’s:

• Approached by people at events who love and follow her content
• Getting direct messages from prospects who've been following for months
• Seeing shorter sales cycles with higher conversion rates
• Recruiting high-quality candidates who already know their story

So follow this playbook and who knows? In a few months, this could be YOU.

P.S. ICYMI – last week we published our The 2025 B2B Marketing Salaries Benchmark Report.

Did you download it yet? Would love to know what you thought :)

📺 UPCOMING EVENTS

🖥️ [TODAY] B2B Website Optimization Teardown: Real Examples and Live Feedback

What actually makes a high-performing B2B website?

We all know when a website feels good — but what are the specific tactics and design choices that actually lead to more conversions, better engagement, and a smoother buying experience?

We’re teaming up with Webflow to bring you a live teardown focused entirely on website optimization — featuring real B2B websites, real-time feedback from expert marketers, and best practices pulled from Webflow’s latest industry research.

We’re bringing in the experts to share their knowledge:

• Guy Yalif, Chief Evangelist at Webflow
• Scott Cappuzzo CRO & Web Optimization at Webflow
• Talia Wolf, Founder & CEO at Getuplift
• Danielle Messler, Head of Content at Exit Five

You’ll get actionable insights, honest critiques, and a behind-the-scenes look at how leading B2B brands optimize their sites to drive results. In this session:

• Watch our expert panel break down real websites submitted by Exit Five members — and see exactly how to improve UX, navigation, messaging, and more
  
  
• Learn what the top B2B brands are doing differently to create fast, clear, and conversion-ready website experiences
  
  
• Get your questions answered live by seasoned pros (and get inspired to test some of this stuff on your own site)
  
  
• Engage with fellow B2B marketers in the chat — share ideas, get inspired, maybe even roast a CTA or two

This is a free, live session open to all B2B marketers — Exit Five members and non-members alike. Can’t make it live? Register anyway and we’ll send you the recording after.

Join Live or Get the Recording

🏢 OPEN ROLES

Who's hiring right now?

🔥 HOT JOB OF THE WEEK: Clearscope is hiring a Partnerships Marketing Manager help expand their reach through strategic influencer and community partnerships. It's the ideal role for someone who has worked alongside content creators and thought leaders, and feels comfortable taking initiative without needing a playbook.

Interested? Apply here.

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

• Buddy Punch is hiring a Head of Marketing
• Overjet is hiring a Head of Growth Marketing
• 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

See all open roles

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.

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