#184: Brand | How to Get Sales on Board with Your Marketing Content with Kira Federer, VP of SMB Marketing at Paramount

In this episode, Dave sits down with Kira Federer, VP of SMB Marketing at Paramount Advertising, and formerly at companies like Reddit and Glassdoor. Kira shares her journey from sales to product marketing and the lessons she’s learned along the way.Dave and Kira discuss:How to align marketing and sales through co-creation to ensure your sales team uses the content you createThe value of a strong messaging framework and how it drives consistency in B2B marketingWhy you need to time your product launches and ensure that marketing resonates with both your team and the market at the right momentTimestamps(00:00) - - Intro to Kira (04:54) - - Kira’s Career Journey From Sales Enablement to Product Marketing (08:08) - - Challenges of Building Community / Getting Connected with Exit Five (14:24) - - How To Get Sales To Use Content from Marketing (16:59) - - How to Align Marketing and Sales Teams (23:05) - - Effective Messaging and Having a Core Company Narrative (28:13) - - Why You Should Identify What Differentiates Your Business (31:56) - - How To Create Strong Brand Positioning (34:41) - - Why You Need To Have A Clear Vision And Strong Point of View in Marketing (36:25) - - “The Risk Of Insult Is The Price Of Clarity” Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive.Webflow - A website platform built for the agentic web, letting modern marketing teams build fully custom sites that perform in AI search with no developer needed. Learn more at webflow.com/for/exitfive.Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. ***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