Demand Gen Plays for the Antisocial Buyer — The Dave Gerhardt Show (from Exit Five)

#366 | The B2B buyer has gone antisocial. No form fills, no hand raises, just self-directed research through Google, Reddit, and AI before they ever talk to sales. In this session, you'll hear from three marketing pros about how they built a LinkedIn influencer program that doubled branded search volume, why ungating top-of-funnel content drives more meetings - not fewer, and how to build an LLM visibility page so AI models correctly answer questions about your product. Plus the case for measuring trust in hours of content watched, and much more. Featuring Judy Kimball (Consensus), Hunter Talpas (Tekmetric), and Mason Cosby (Scrappy ABM).

Timestamps

(00:00) - - How the B2B funnel has flipped
(05:52) - - Why brand is the new demand
(08:23) - - Running a LinkedIn influencer program that moves pipeline
(13:19) - - Why ungating content drives more meetings, not fewer
(15:57) - - Building for AI and LLM visibility
(19:00) - - What an LLM visibility page looks like
(24:48) - - Using async video to build trust at scale
(29:14) - - Why seven hours of content watched beats 28 touch points
(36:26) - - How to get leadership to ditch the MQL model
(42:00) - - Measuring demand gen by stage of the buyer journey

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