GTM Live

To effectively create demand you need to give away your best content for free. But what if your content is in fact your product? This is a big blocker for independent consultants when they want to create demand. By giving away the information that makes them valuable, they think that people will no longer need to work with them. Here's the thing: People don't hire consultants for their kno...

People don't use Google the same way they did in the past. 10 years ago if you wanted to find information on a product you Googled it. Today if you want to find information on a product you have way more, often better, options. You could ask in a community. You could visit a review site like G2. You could post about it in social channels and get unfiltered, unbiased feedback. And yes, you coul...

If you've watched the news as of late, you've probably heard a lot of big-name tech companies laying off employees, cutting costs wherever they can, and putting a halt to spending. This looming recession has a lot of B2B tech companies worried. But should you really be worried? What does a potential recession mean for your company or your specific role? In this episode, Chris talks about h...

In this episode, Chris talks about the trifecta of building a company that has a competitive advantage, is able to acquire customers in a scalable way, and is a talent destination that the best of the best want to come and work at. In addition to talking about building a sustainable company, Chris and Adam dive into the impact that LinkedIn has had on Refine Labs, the current economic state of B2B...

Native digitals don't buy the same way that native analogs do. Native digitals are also fast becoming the largest buying group of B2B software. However, most large B2B companies are still being run by native analog executives. This is in large part why most B2B companies are running playbooks from a decade ago and leaving a huge gap for new, digital-native startups to explode. In fact, Refine...

There is a big misunderstanding amongst the marketing community about organic content: "organic content is better than paid because it's free." That statement couldn't be further from the truth. In fact, here at Refine Labs, we have a 9 person team that runs organic content to the tune of over $100,000 per month. Not only does organic cost money but it takes more time to see if y...

In our first ever TikTok live, Chris went full AMA (Ask Me Anything) and fielded questions on everything from using different personalities in your marketing efforts, to how long it takes him to create content every day, to how to (not) formalize feedback, and more... If you're a fan of this format, shoot us a message on LinkedIn and let us know.

"Nobody is focused on creating demand. No metrics support demand creation. Everything is about being sales-centric and marketing supporting sales. And the truth is, the only way that you win big, is by going out there and creating demand..." - Chris Walker In this episode, Chris breaks down why companies don't focus on creating demand and instead put all their energy into capturing d...

Earlier this week we leaked the wait-list landing page for Refine Labs' new IP warehouse, "The Vault". With one post (and a comment on another post) we received over 1,000 submissions from B2B professionals with titles like; VP of Marketing, CMO, and CRO. We also received some interesting responses in the comments: "Is that a FORM on the landing page?!" "6 fields? Real...

Refine Labs just came off our company offsite in San Diego where nearly 100 team members showed up to meet and collaborate in person for the first time since joining Refine Labs. It was an experience that really highlighted the amazing culture that has been established here and a perfect opportunity to talk about how the culture has been built. In this episode, Chris answers questions that were so...

Marketing Ops is evolving. With so many marketing technologies on the market, strong marketing ops professionals are no longer thinking strictly about the tactical role out of these new technologies. They are becoming strategic advisors on how teams can not only implement software but choose and use specific tools to best achieve the overall goal. In this episode, Chris sits down with Sara McNamar...

Refine Labs is breaking the mold twice in today's episode. First, we are extremely proud to announce that Refine Labs has instituted a living minimum wage of $75,000/year. A study was done by Princeton showing that $75,000 is the number where people can live comfortably and still have money left over to save. Second, we're breaking the DGL format and doing a full episode of AMA this week....

Modern go-to-market is changing. In decades past, customers needed sales teams to educate them on product. They welcomed sales professionals to look under the hood and pitch them on how their product could best be used in their organization. But in 2022 the buyer's mindset has changed. They now have the ability to do the research. They have the ability to talk with industry peers and discover...

There are two things that can completely change the trajectory of your company's growth: Content and a unique perspective on your market. Unfortunately, there are several, easily overcome, obstacles that entrepreneurs face: They don't believe they have a unique perspective, they don't think they have the means to create meaningful content, they give up way to early, and so on. In this...

Product-led growth is "all the rage" as a B2B go-to-market strategy right now. But how do you adopt PLG if you're already running an enterprise outbound strategy? Can you start putting PLG motions into place without going straight to a free trial or free version motion? How do you run a PLG and enterprise acquisition model in tandem? What role does pricing play in a PLG motion? These...

CEOs, founders, and executive-level SMEs are some of the most powerful voices your brand has at its disposal. So why don't more marketing teams take advantage of the top-tier minds in their organizations? The most common answer among executives is "I don't have time". The real answer is that they don't make it a priority. People often ask how Refine Labs gets so much traction...

There has never been a better time to be a B2B marketing. Gone are the days where marketing teams primary KPI is sending the sales team unqualified MQLs. Sales VPs and CROs reach out to Refine Labs everyday asking us to help fix their marketing. Marketing's goal in 2022 is educating the buyer before the buyer ever talks to a sales person, which makes marketing extremely powerful. Buyers having...

Content creation is the keystone to creating demand in dark social, but there are several mistakes teams make when trying to implement a content strategy: - Not having a framework in place to create and distribute regular content - Trying to do too much in the beginning - Giving up on channels too early - The list goes on Many times these mistakes are rooted in teams trying to execute tactics befo...

A lot of marketers are sold on modern demand gen, but they don't know how to institute change internally. We know this because the most asked question we get is, "How do you transition from lead gen to  demand gen?" If that sounds like you, you're in luck. We invited Alice de Courcy, CMO at Cognism, to talk about how she implemented this change internally. What makes this even mo...

We talk a lot about using qualitative insights to drive better strategic decisions in marketing and go-to-market. But the truth is, this works in all areas of the business. Some people call it “acting on gut feelings”, but in reality, it’s not gut feeling. It’s getting feedback that can’t be measured in a spreadsheet and put your learnings into practice. In this episode, Chris talks about how he p...

At Refine Labs we've been implementing our proprietary Go-To-Market framework, Pipe, with over 50 of the fastest growing B2B SaaS companies out there. Because of that, we have access to arguably the best data set in the business which gives us a very unique perspective into how to execute successful go-to-market strategies. In this episode, Chris spends a full hour answering questions from the...

Most marketing teams are running an old playbook; lead gen campaigns, trade show sponsorships, content syndication, gated content, etc. Once considered "best practice", these tactics have quickly become outdated as the world consumes information differently and digital transformations continue to ramp. In this episode, Chris talks about how to phase out tactics that no longer work and ho...

Refine Labs just crossed over 100 team members and it only took about two years. Growing a business is a learning curve no matter what, but scaling quickly comes with a laundry list of lessons. In this episode, Chris talks about the journey and key learnings from an independent consultant to 100 employees and working with some of the best-known SaaS companies in B2B.

When most B2B companies think about content they think about blogs, ebooks, and webinars. Social media posts are sprinkled on top and in most cases not even grouped into the company's content strategy. The problem with that is it's not customer-centric. Buyers spend time on social media, in communities, and building relationships with peers in their industry they can trust. They're no...

Marketing is evolving. While most marketing teams are still spending their time and resources writing blogs and running webinars, forward-thinking marketers are figuring out how they can create an unfair advantage for their business. In this episode, Chris dives into just that as he talks about what the goal of marketing is as a sub-function of GTM and what it means to be buyer-centric in modern m...