#190: Strategy | Doing Marketing in a Sales-Led Organization with Taylor Udell, Head of Growth at Champify
In this episode, Dave is joined by Taylor Udell, Head of Growth at Champify, a sales intelligence platform that helps B2B sales teams identify key contacts for more effective outreach. With experience at companies like Twilio and Heap, Taylor shares the marketing strategies she’s used to drive growth in sales-led organizations.Dave and Taylor cover:How Champify drives awareness through events, LinkedIn organic, and thought leader adsWhy they stopped doing direct response ads and are seeing better results with high-value content assetsWhy cold calling is an effective channel in Champify's sales-led approachWhy they chose to stop hiring freelancers and agencies and instead opted to build expertise in-houseTimestamps(00:00) - - Intro to Taylor (03:52) - - How to Build Product Awareness (08:26) - - Why Thought Leader Posts Are a Better Approach Than B2B Ads (10:44) - - How To Measure LinkedIn Effectiveness (14:43) - - Areas Where Taylor Hopes to Drive Revenue Growth at Champify (18:45) - - Why Cold Calling Works at Champify (20:28) - - Measuring Success Between Sales and Marketing (22:29) - - Why Champify Stopped Using Direct Response Ads and Is Seeing Better Results with High-Value Content Assets (26:14) - - Driving Higher Intent with Content Assets (28:35) - - Why Champify Stopped Outsourcing Until They Had a Definition of “Good” (31:23) - - Measuring Success Without Gating Content or Generating MQLs (34:15) - - Advice for New Marketing Leaders (37:48) - - Closing Remarks Send guest pitches and ideas to hi@exitfive.comJoin the Exit Five Newsletter here: https://www.exitfive.com/newsletterCheck out the Exit Five job board: https://jobs.exitfive.com/Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership***Today's episode is brought to you by Customer.io.You know that feeling when you open your inbox, and it’s just… noise? Bad marketing. Spam. Most companies are out here just talking at customers, not talking to them.Marketing messages should do more than just land in an inbox – they should create impact and drive real engagement.Customer.io helps companies send smarter, more personalized messages using first-party data. Their platform enables brands to reach customers at the right time, in the right place, on the right channel—whether that’s email, SMS, push notifications, or beyond.And the best part is that it’s all automated, so you’re not just blasting campaigns and hoping for the best. You’re running a machine that delivers real, human engagement at scale.7,000+ brands already trust Customer.io to make their marketing feel less like noise and more like connection. Join them by visiting Customer.io to get started. ***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