Demand Gen Plays for the Antisocial Buyer

#366 | The B2B buyer has gone antisocial. No form fills, no hand raises, just self-directed research through Google, Reddit, and AI before they ever talk to sales. In this session, you'll hear from three marketing pros about how they built a LinkedIn influencer program that doubled branded search volume, why ungating top-of-funnel content drives more meetings - not fewer, and how to build an LLM visibility page so AI models correctly answer questions about your product. Plus the case for measuring trust in hours of content watched, and much more. Featuring Judy Kimball (Consensus), Hunter Talpas (Tekmetric), and Mason Cosby (Scrappy ABM).Timestamps(00:00) - - How the B2B funnel has flipped (05:52) - - Why brand is the new demand (08:23) - - Running a LinkedIn influencer program that moves pipeline (13:19) - - Why ungating content drives more meetings, not fewer (15:57) - - Building for AI and LLM visibility (19:00) - - What an LLM visibility page looks like (24:48) - - Using async video to build trust at scale (29:14) - - Why seven hours of content watched beats 28 touch points (36:26) - - How to get leadership to ditch the MQL model (42:00) - - Measuring demand gen by stage of the buyer journey 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