#201: Paid Spend | Mastering B2B Paid Spend: A 2025 Roadmap for Marketers with John Short, CEO of Compound Growth Marketing and Kym Parker, SVP of Media Strategy

The Exit Five CMO Podcast (Hosted by Dave Gerhardt)

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When done right, paid spend is like throwing gasoline on the flames of what’s working in your marketing. Done wrong – it’s just a huge waste of time and money.

In this episode, Dave Gerhardt hosts an live session with John Short, CEO of Compound Growth Marketing (CGM), and Kym Parker, SVP of Media Strategy at CGM, who walk through tried and true strategies they’ve built from managing over $50 million in paid spend.

They also cover:

How to choose which strategy is best for you and exactly how to target the right ICP
The three keys to successful paid media, like setting up actionable reporting
How to identify how much you can spend for leads/account at each stage of the sales and marketing funnel

Timestamps

(00:00) - - Intro to John and Kym
(07:28) - - Choosing the Perfect Paid Media Strategy
(11:56) - - The $100 CPL Myth
(15:31) - - Three Keys to Successful Paid Media
(18:09) - - Qualification Is Critical in ABM Success
(19:47) - - How You Should Think About Bidding Algorithms
(22:31) - - Prospect Experience: The Campaign Funnel
(24:11) - - Using a Multi-Channel Approach
(29:56) - - Mid-Intent Funnel Examples
(33:28) - - Executing on a Paid Acquisition Strategy
(39:37) - - Tailoring Your Messaging for Buying Committee Engagement
(44:11) - - Balancing Funnel Strategies
(46:52) - - Justifying Higher Costs
(51:07) - - Channel Testing and Target Comparison
(52:32) - - How to Master Paid Media in Enterprise Marketing

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