Community isn’t just a buzzword in B2B marketing — it’s a driving force shaping careers, fueling collaboration, and sparking innovation.
On a recent episode of the CV MIC (Marketers in Conversation), Matt Carnevale, Head of Community at Exit Five, shared his journey from sales to marketing, the evolution of Exit Five, and why community will continue to play a critical role in the future of B2B.
From Cold Calls to Community Building
Matt’s career began in sales as a BDR, where he made up to 100 cold calls a day. (Sheeessh!) The role was challenging, but it provided something many marketers never experience: a first-hand understanding of the sales mindset.
This foundation became a kind of superpower in his marketing career. Understanding what it’s like to chase quotas, deal with rejection, and stay laser-focused on short-term goals created an invaluable perspective. For marketers, this kind of insight makes it easier to build campaigns that truly align with sales objectives, strengthen collaboration, and support revenue growth.
It’s a reminder that marketing and sales may operate in different lanes, but they’re always on the same track. The more marketers can empathize with sales realities, the stronger the partnership becomes.
Why Exit Five Resonates
Exit Five has grown into one of the largest and most engaged online communities for B2B marketers. Its mission is straightforward: help marketers grow their careers through content and connection.
On the content side, Exit Five delivers insights across every area of B2B marketing, often by tapping into the knowledge of its members and industry leaders. On the connection side, the community helps members find peers in similar roles, industries, or even local cities, forming relationships that extend beyond the digital space.
This combination is what makes Exit Five unique. Content builds credibility and sparks learning, while connection ensures that the lessons stick through real-world conversations and shared experiences. For B2B professionals, it’s not just another group to join; it’s a resource to grow with.
The Shift Toward In-Person Connection
While digital spaces remain at the heart of Exit Five, the demand for in-person interaction has grown significantly. The Drive event in 2024 underscored this point, showing how eager marketers are to connect offline.
Unlike traditional conferences that often feel transactional, Exit Five events are deliberately different. The venues are chosen to encourage conversation and connection, whether it’s a coworking space with a scenic backdrop or a casual city bar. Attendees can focus on genuine discussion, not sales pitches, and come to the table with shared context as members, listeners, or engaged followers.
Now, through a local ambassador program, members themselves are hosting smaller gatherings in their own cities. These micro-events help the community scale without overwhelming the lean Exit Five team, and they create authentic connections at the local level supported by the larger network.
Content as the Backbone of Community
Content powers Exit Five both inside and outside the community. Free resources like podcasts, newsletters, and LinkedIn posts establish visibility and credibility, drawing in professionals who benefit from insights without needing to become members.
Inside the community, content looks different. It’s member-driven, with questions, discussions, and virtual events happening daily. For example, a member might share how they’ve applied generative AI to streamline workflows, sparking a live discussion where dozens of marketers can learn from real use cases. This peer-to-peer learning is what keeps the community relevant and prevents it from becoming just another Slack group people forget about.
Cutting Through the Noise in B2B Marketing
With access to thousands of conversations, Matt has a unique view into what’s working — and what’s not — in B2B marketing today.
- AI is often overhyped. While generative AI has tremendous potential, the quality of output depends on the quality of input. Without thoughtful prompts and human refinement, results often fall flat. AI works best as an accelerator in the middle of the process, with humans guiding strategy and polish at the beginning and end.
- Podcasts need a new playbook. Once a breakout channel, podcasts are now oversaturated. Simply recording episodes isn’t enough. Creative distribution, fresh formats, and engaging content are required to cut through the noise.
All B2B marketing challenges aside, the message for marketers: channels and tools matter less than how creatively and thoughtfully they’re used.
Lessons from Building Community
One of the biggest lessons from Matt’s role is that many marketers face barriers outside of their control. Often, the challenge isn’t poor execution but structural issues: misaligned leadership, siloed teams, or unclear product positioning.
Marketers can build flawless campaigns, manage channels, and execute strategy, but if the foundation is broken, results will falter. The most effective organizations recognize marketing as a strategic partner, involve it early in product and business decisions, and empower teams with context and collaboration.
For marketers, it’s a reminder to look beyond the campaign level. Sometimes, the best solution isn’t working harder within broken systems — it’s finding or creating environments where marketing has a true seat at the table.
The Future of B2B Community
Looking ahead, community will continue to evolve in B2B. While digital groups will remain, the greater opportunity lies in small, intentional experiences: micro-events, local meetups, and peer-to-peer conversations that build trust and relationships.
These touchpoints humanize B2B, turning marketing from a transactional process into an ongoing dialogue. And when done right, they not only benefit individual members but also create lasting value for the brands that support them.
Keep the Conversation Going
Community, at its best, isn’t about vanity metrics or quick wins. It’s about creating spaces where marketers can connect, learn, and grow together.
Want to hear more conversations like this one? Explore other episodes of CV MIC (Marketers in Conversation) and see how leaders across industries are shaping the future of content and connection.
And if you’re ready to build stronger connections with your own audience, connect with ClearVoice to see how we can help your brand create content that informs, engages, and inspires.
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