The Dave Gerhardt Show (from Exit Five) B2B Ad Campaigns That Actually Worked (From Five Demand Gen Marketers)
Mar 28, 2026
Richard Meyer, GTM and Growth lead at GoHappy, explains a multi-channel intent flywheel. Jeremy Chung, founder of Ads by Jer, shares a direct-mail plus retargeting play to book VC meetings. Kelly Arndt, Senior Demand Gen at Vector, ran CTV, YouTube, and LinkedIn surround-sound with ICP-level creative. Cindy Dubon, Growth Marketing Director at Goldcast, used influencer-led LinkedIn distribution tied to a relaunch.
AI Snips
Chapters
Transcript
Episode notes
Influencer Thought Leadership Scaled Product Launch
- Influencer-led thought leadership ads can scale product launches by pairing authentic influencer posts with tight account-based paid distribution.
- Goldcast paid ~$8K in LinkedIn ads, paid influencers modest fees, targeted intent-based account lists, and tracked trials via UTMs and Vector to generate $700K pipeline.
Pay Influencers But Let Them Be Authentic
- Let influencers post in their voice and avoid prescriptive scripts to preserve authenticity and engagement.
- Goldcast provided loose briefs and UTMs; they paid modest fees ($500–$1,000) and suppressed non-target accounts for ad spend efficiency.
Run Surround Sound Ads From One ICP Audience
- Do a multi-channel surround-sound campaign from one core ICP audience across CTV, YouTube, and LinkedIn to increase reach and recall.
- Kelly spent ~$35K on four production videos, used Vector to build a 120–180K contact audience, and retargeted CTV viewers into LinkedIn.