Episode Details

#289 Strategy | Dave is joined by Sydney Sloan, Chief Marketing Officer at G2, where she’s leading the charge on integrating AI into marketing, rethinking team structures, and modernizing how B2B brands build trust. Sydney brings decades of experience from companies like Adobe, Alfresco, and Salesloft, and now oversees one of the largest software marketplaces in the world.

Dave and Sydney cover:

• How to design events that truly drive pipeline, using frameworks like “Think, Feel, Do” to plan with purpose
• A smarter way to measure event ROI with Sydney’s “Revenue in the Room” approach
• How AI is transforming the buyer journey and reshaping what modern marketing teams look like

An episode that will leave you rethinking your marketing strategy, from the events you run to the org you build.

Timestamps

• (00:00) - – Intro
• (02:00) - – The return of in-person events
• (05:00) - – Building community through smarter event design
• (07:00) - – Inside G2’s “AI in Action” roadshow
• (10:00) - – The “Think, Feel, Do” event framework
• (13:00) - – Why details make or break events
• (16:00) - – Measuring success with “Revenue in the Room”
• (19:00) - – Post-event follow-up that drives results
• (25:00) - – How AI is reshaping the buyer journey
• (41:00) - – Rethinking marketing orgs for the AI era

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Brought to you by:

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.

Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.

Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.

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Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.

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