GTM Live

Charlotte Babington, Director of Demand Gen at Refine Labs, hosted this episode of Back to Basics on the topic of Content. They covered the role of content in creating demand, how to measure its success, and distribution means and channels. 

Last night Chris Walker (CEO, Refine Labs) and Megan Bowen (CCO, Refine Labs) brought the DGL community back to cover the following agenda: 1 - How to control the flow of demand, 2 - The 3 levels of intent, 3 - How to leverage communities as an acquisition channel. They also hosted a live Q&A throughout and answered questions in regards to what happens when you create too much demand, influenc...

Chris Walker hosted another Small Business Consulting Session a couple weeks ago where he helped a startup flesh out a modern organic content strategy that centers around a live event. He talked them through measurement and attribution, where the dark funnel comes into play, how to get a feel for if something is working or not when few to no quantitative metrics are available, and how to create a...

In response to some chatter circulating through the marketing community that LinkedIn organic is dead, Chris presented a keynote on why it in fact is very much still alive, and how marketers can still capitalize on the platform. He opened up the floor to a live Q&A and answered questions about whether it is best to distribute content via a personal or company profile, connection strategies, co...

Chris Walker and Megan Bowen hosted an hour-long installment of Demand Gen Live last night. They covered:  Why optimizing for SQLs instead of MQLs, even though they're further down the funnel, is often counterproductive and causes misalignment,  Manual attribution and our findings from implementing this on our site, and how this differs from multi-touch attribution,  Demo conversion by source...

This episode was created from Chris's appearance a couple months ago on the Techie Talkie podcast. He answered questions as they related to: How attribution today is broken and how to fix it, the split between capturing demand and creating demand, and why podcasting is an underrated channel for creating demand. Chris is presenting a keynote about LinkedIn organic at Demand Gen Live on 6/15, 12...

This episode is a playback from Chris's appearance on Kathleen Booth's Inbound Success Podcast. Kathleen started the conversation off by asking Chris about how he created such a buzz in the marketing industry in 2 short years. Their conversation then flowed into covering topics such as using data to shift away from the lead gen mindset, tactics vs. strategies, and optimizing for brand top...

Chris Walker and Megan Bowen got the Demand Gen Live community together again last night to talk through a handful of impactful demand gen topics. They covered:  How to build your holistic website funnel (with 50-100x better conversion rates than lead gen),  Rethinking attribution using common sense - add these 3 measurement methods to your stack, &  How marketing teams can be prepared to capi...

Gaetano DiNardi, Head of Growth & Demand Gen at Nextiva, joined Chris in the new podcast studio to talk about the State of Demand Gen in 2021. They covered whether B2B demand gen has gotten easier or harder to execute since last year, demand creation vs. demand capturing, why there's a lot more waste now in B2B and what companies can do about it, marketing ops and of course...SEO. Check ou...

Latané Conant, CMO at 6sense, joined us for a Demand Gen Live Expert Series yesterday to talk about the dark funnel and how to use intent as a trigger for outbound as a means of getting off the MQL hamster wheel.

Chris Walker and Megan Bowen hosted another Demand Gen Live community event this week. They covered three pre-set agenda topics: (1) The Demand Waterfall: Is it time for a new demand model?; (2) The 6 pillars to build your word of mouth strategy; (3) The big problem companies face when only focusing on capturing demand. Chris also opened the stage to a live Q&A and answered questions from the...

Chris Walker joined Norwest Venture Partners for an event called “The New Rules of Digital Advertising.” He shared insights on the gap between leads and revenue, measuring on pipeline and revenue instead of solely on leads, and why measurement and attribution needs to shift in this new era of marketing. He also talked about reverse engineering how marketing got to where it is today and followed up...

Chris Walker presented another keynote last week and shared his demand generation framework. Main takeaways: Word of mouth drives most B2B buying decisions today The best way to connect with your buyers is through content that resonates with them Attribution isn't always what it seems Content distribution is just as, if not more important, than creation  The same team should be responsible for...

Chris Walker hosted Demand Gen Live last night with MJ Peters as his co-host. They covered pipeline velocity and how to start incorporating that into your primary marketing metrics, the missing piece of product marketing, and building a community vs. building a following. Chris also answered questions about whether or not brand and demand should be separate functions in an organization, leveraging...

Christopher Lochhead, Author of Play Bigger and Host of the Lochhead On Marketing Podcast, joined Chris for an episode of State of Demand Gen. They shared insights on category design, what makes a legendary marketer, and why marketing is just sales at scale. Lochhead shared his thoughts and examples on why categories make brands as well as how to understand if a company really gets marketing.  Dis...

Chris Walker hosted a European time zone-friendly episode of Demand Gen Live yesterday where he delivered a keynote on the Dark Funnel. He explained what the Dark Funnel is and what marketers can do to capture the attention of their buyers in the places and ways in which they ACTUALLY buy. He opened up the stage to a live Q&A after the keynote and answered questions about non-conversion-based...

Chris Walker hosted this week's Demand Gen Live from his new Boston podcast studio. The agenda consisted of: Why Marketing Teams Should Move to a Holistic Website-Sourced Funnel, Crash course: Revenue Ops for Marketers, and How to Measure the Impact of Brand. He answered questions from the audience in regards to freeing your marketing team from attribution, the dark funnel, pipeline marketing...

Tom Wentworth, CMO at Recorded Future, joined Chris for a podcast episode last week. They discussed what happens when marketers make the shift from optimizing for leads to optimizing for pipeline, and Tom shared that getting more leads is not always good for the business. Chris and Tom talked through opportunity costs, the long term implications of optimizing for short-term metrics, the importance...

Chris Walker and Megan Bowen of Refine Labs hosted another Demand Gen Live last night. The agenda consisted of: Performance Marketing vs. Brand Marketing, Why You Don't *Need* SEO in 2021, and How Top Marketers Stay Ahead of the Curve. They also answered live questions about ungating content, adjusting your metrics and how that affects things downstream, the iOS 15 update, prioritization based...

Chris Walker, CEO at Refine Labs, hosted another small business consulting session where he narrowed in on a company's biggest opportunity to double down their efforts in what he calls the "white space." This is where there's a lot of organic reach and competitors are not executing properly. He also shared his take on their Google Search strategy and how he'd recommend taking...

Chris Walker went live yesterday with Dave Gerhardt, CMO at Privy, to have a discussion around the topic of how to prioritize your career path as a marketer. They talked through why it isn't necessary to be an expert at every function within marketing, but to have an understanding of what good looks like in all those functions as well as a broader understanding of how marketing interacts with othe...

Last night on Demand Gen Live, Chris and Megan covered the following topics: The truth about influencer marketing that executives need to recognize Relationship building is at the core of B2B influencer marketing The value of user-generated content Great marketing means sales isn’t needed in the same capacity What types of content drive the most engagement Leveraging trade shows in an unconvention...

Christine Leonard, Director of Marketing Optimization at Amplify, came onto State of Demand Gen for an episode of Back to Basics about marketing optimization and the buyer experience. They touched on how to avoid a leaky funnel by making sure in ICP buyers are being handled appropriately, and how a phenomenal buyer experience can be a differentiator. Chris and Christine went back and forth on why...

Kathleen Booth, VP of Marketing at clean.io, joined Chris on State of Demand Gen to talk about authenticity in marketing. They discussed how to build leadership's confidence when it comes to experimentation and testing, why a "checking the box" approach to content is a huge missed opportunity, and the nuances between subscription and membership models. Kathleen and Chris shared their...

Gaetano DiNardi (Director of Growth Marketing @ Nextiva) made a surprise appearance on Demand Gen Live with Chris Walker last night. They covered... What The Dark Funnel Is and How Marketers Can Use it to Market Better Issues with Intent Data Marketing Momentum The Importance of Consistency Creating a top 25 marketing podcast Leaning into what you can't measure Compounding gains Distribution s...