#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

Listen to this episode from B2B Marketing with Dave Gerhardt on Spotify. 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 ICPThe three keys to successful paid media, like setting up actionable reportingHow to identify how much you can spend for leads/account at each stage of the sales and marketing funnelTimestamps(00:00) - - Intro to John and Kym (07:05) - - Choosing the Perfect Paid Media Strategy (11:33) - - The $100 CPL Myth (15:08) - - Three Keys to Successful Paid Media (17:46) - - Qualification Is Critical in ABM Success (19:24) - - How You Should Think About Bidding Algorithms (22:08) - - Prospect Experience: The Campaign Funnel (23:48) - - Using a Multi-Channel Approach (28:25) - - Mid-Intent Funnel Examples (31:57) - - Executing on a Paid Acquisition Strategy (38:06) - - Tailoring Your Messaging for Buying Committee Engagement (42:40) - - Balancing Funnel Strategies (45:21) - - Justifying Higher Costs (49:36) - - Channel Testing and Target Comparison (51:01) - - How to Master Paid Media in Enterprise Marketing Send guest pitches and ideas to [email protected] 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***This episode is brought to you by Webflow.If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.That’s why more teams are switching to Webflow.Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place.No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.It’s everything you need to turn your website into your most efficient, highest-performing channel.Check it out at webflow.com/exitfive.