The Dave Gerhardt Show (from Exit Five) Real Talk from Three CMOs: Attribution, Paid Media, and Why B2B Is More Emotional Than You Think
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Apr 23, 2026 Megan Lueders, CMO at Sonatype — seasoned product and positioning leader. Ido Mart, CMO at ManyChat — growth-focused on creator and social strategies. Kim Storin, CMO at Zayo — expert in aligning marketing to long sales cycles. They discuss measuring impact with complex pipelines, why B2B buying is surprisingly emotional, tradeoffs in paid media and attribution, and the rise of founder-led content and influencers.
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Paid Media Feels Like A Black Box For Enterprise B2B
- Paid media feels like a costly black box for some B2B infrastructure buyers and may not align with technical buyer behavior.
- Kim is skeptical because expensive creative and placements don't match expected buyer journeys in enterprise infrastructure.
Use Product Marketing To Enable Sales With Reference Architectures
- Invest in product marketing and sales enablement to enable reps with reference architectures and verticalized messaging.
- Kim built reference architectures that helped sales tell enterprise stories and drove measurable traction in new verticals.
Leverage Influencers For B2B Content And Distribution
- Partner with influencers to co-create content and amplify messages, because people now trust individuals more than brands.
- Ido recommends using influencers for content collaboration and distribution even in enterprise categories.