#270 Strategy | Dave is joined by Holly Xiao, Head of B2B Marketing at HeyGen, an AI video generation platform that helps teams produce personalized, high-quality content, fast. Holly has led marketing at high-growth startups and now runs the enterprise GTM motion at HeyGen, where she blends strategy, creative execution, and AI-powered workflows to reach modern B2B buyers. Dave and Holly cover: The 4 channels her lean team is betting on to drive enterprise pipeline (and what’s not working anymore) How B2B marketers are using AI video for event marketing, sales enablement, onboarding, and beyond Why SEO is falling short and how HeyGen is shifting focus to webinars, events, and YouTube instead If you’re figuring out how to use AI in your marketing or just trying to do more with less, this one’s full of practical ideas to help you think differently about team structure, channels, and strategy. Timestamps (00:00) - – Intro (03:08) - – Holly’s nonlinear path to marketing (06:08) - – Getting started in marketing ops (08:08) - – Why she joined an AI startup (10:08) - – How HeyGen’s marketing org works (13:08) - – PLG vs SLG: Key differences (15:08) - – The 4 channels driving pipeline (17:08) - – What’s working: Events + webinars (19:08) - – Booth strategy that stands out (23:20) - – Brand vs demand events (25:20) - – Building community and user events (26:50) - – SEO is declining. Now what? (29:20) - – Running marketing in 2-month sprints (32:20) - – Aligning product and marketing cadence (34:20) - – Her daily AI tools (35:50) - – ChatGPT vs Gemini workflows (37:20) - – Real AI video use cases (39:20) - – Personalized event promos with avatars (40:20) - – Support, training, and onboarding videos (41:20) - – Fortune telling and music videos?! (42:20) - – Why AI won’t replace marketers Join 50,0000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter Learn more about Exit Five's private marketing community: https://www.exitfive.com/ *** Today's episode is brought to you by Knak . Email (in my humble opinion) is the still the greatest marketing channel of all-time. It’s the only way you can truly “own” your audience. But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever. That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks. Frustrated by clunky email builders? You need Knak. Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first. Big team making it hard to collaborate and get approvals? Definitely Knak. And the best part? Everything takes a fraction of the time. See Knak in action at knak.com/exit-five . Or just let them know you heard about Knak on Exit Five. *** 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
