#179: Growth | How to Be Great at Marketing Without Being a Subject Matter Expert with Kevin White, Head of Marketing at Common Room

In this episode, Dave is joined by Kevin White, Head of Marketing at Common Room, a leading customer intelligence platform for go-to-market teams. Kevin shares insights from his experience helping teams capture and act on digital breadcrumbs to optimize their marketing and sales efforts.Dave and Kevin cover:How to be a good marketer even when you're not the Subject Matter ExpertSignal-based marketing and how it is transforming the buyer’s journey by focusing on the right actions instead of just clicksB2B influencer marketing plays that workTimestamps(00:00) - - Intro to Kevin (06:28) - - How to Be Good At Marketing When You're Not a Subject Matter Expert (09:06) - - Why You Should Stay Close to Your Customer (16:25) - - How to Manage a Marketing Team with Limited Resources (18:44) - - Eliminating Ineffective Marketing Efforts to Drive Real Results (25:00) - - Signups and Demos Boost From LinkedIn (26:06) - - How to Attribute ROI in Multi-Platform Marketing (30:16) - - Creating Authentic and Valuable Content (34:55) - - Generating Pipeline with Economic Buyer Signals (36:36) - - Increasing Digital Touchpoints (40:34) - - How To Maximize Actionability, Volume, and Conversion Rate (42:20) - - LinkedIn Measurement Send guest pitches and ideas to [email protected] the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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