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During last night's Demand Gen Live we set the stage with a few key topics: How to think about content quality, What parts of B2B marketing can be outsourced, and Early findings on testing intent data. We then opened the floor and answered questions in regards to podcasting and SME content creation, Google removing third party cookies, intent data, and the impact of privacy restrictions on ads. To...

Nick Bennett (Director of Field Marketing @ Logz.io) joined Chris Walker on State of Demand Gen to talk about what field marketing is and how he sees it playing a part in demand as a whole. They also discussed KPIs for field marketing, how the team is typically structured, the importance of understanding functions outside of marketing, and the future of the CMO and CRO roles.  To register for...

We broke a record last night for the longest Demand Gen Live to date! Thank you everyone who submitted questions in advance and live. We talked about everything from how to make entertaining & engaging content to what metrics should be used to measure growth at various stages of the funnel. To register for our Demand Gen Expert Session with Gaetano DiNardi on Thursday 1/21 at 12pm EST, click h...

Chris joined Ryan Baker (VP of Digital Strategy @ 417 Marketing) on the 417 Marketing Podcast to talk about the importance of brand activities that cannot be directly attributed to revenue. They talked about marketing sourced qualified pipeline and revenue as a metric, the difference between brand and branding, and why playing the long game helps you get better results in the short-term as well. C...

For this episode we recorded a call Chris held with a couple new podcast hosts. They asked him questions about all the things including recording logistics, guests, branding, finding your niche, process, and distribution. "Especially at the beginning, your content and distribution is far more important than what mic and camera you're using."  For more content, subscribe to State of Demand Gen...

We kicked off the first Demand Gen Live of 2021 last night on Zoom and were joined by several new and returning faces. We covered Chris Walker's 2021 B2B Marketing Predictions, International Demand Gen, The Future of the SDR role, and a handful of questions submitted in advance and live by our audience. Submit any questions you want us to cover next week to DGL@refinelabs.com and register for the...

"Removing channel attribution inside of social channels is absolutely required in B2B companies moving forward." Today we tried out a new format and had Chris go deep on a topic that was top of mind. He talks about how much better your marketing can be if you strip away the need to attribute leads to specific channels. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts...

Last night we hosted the last Demand Gen Live of 2020! Chris Walker and Megan Bowen talked through content creation, pipeline marketing, conversion tracking, and paid ad variations. As always, we hosted a live AMA as well. We're kicking off the 2021 Demand Gen Live series next week and whether you're a first timer or a returning guest, you'll want to register here to get it on your calendar: https...

In the midst of the holidays we gathered 30 marketers on Zoom to resume our second to last Demand Gen Live installment of the year. We set the agenda with Why only having a small budget to start is an advantage, Why didn't a SaaS company start Thursday Night Sales or Demand Gen Live, and Important considerations when transitioning from Sales-led to Product-led. Thanks to the questions that were su...

We hosted another AMA using the questions you've asked us on LinkedIn. Listen in to hear Chris’s answers in regards to podcast advertising, why all MQLs are NOT created equal, what types of ads you should run instead of Get a Demo ads, and converting high-intent leads. We'll be running with this format one more time before the year ends.  If you have any questions you want us to answer either...

We opened up the chat to questions early this week on Demand Gen Live with Chris Walker and Megan Bowen. They answered questions regarding Facebook audience targeting and campaign structures, podcast distribution, and how to measure marketers if not on channel metrics. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on...

We’ve been getting a ton of questions submitted via email and on LinkedIn and are trying out this new format to keep up with the volume. In this session we answered questions about what marketers should be doing instead of virtual trade shows, why the traditional webinar as we know it is outdated, and how to get executives on board when experimenting with brand activities.  If you have questi...

"Whether or not your content marketing will be successful comes down to your INTENT." On this installment of Demand Gen Live Season 2, Chris and Megan talked about why direct response demo ads don't work, why Google gets more credit than it actually deserves, and how to choose the right company to work for as a demand marketer. We opened up the floor to a live AMA and answered questions relating t...

Chris was interviewed by Luigi Prestinenzi (Co-Founder and Head of Growth @ Sales IQ Group) on the Sales IQ podcast. They talked about how important it is for marketers to have sales conversations and frame results to your executives to get things done. Chris also talks about how not all MQLs are created equal and how different lead sources close at vastly different rates.

Chris Walker was back for Demand Gen Live this week and co-hosted the installment with Megan Bowen. They covered: Key steps Refine Labs took to create market demand; How marketers can develop business acumen; and Why changing from lead-based to account-based may not fix your marketing. We also hosted a live AMA and answered questions submitted live and in advance from our audience. For more c...

Chris Walker hosted Cassidy Shield on State of Demand Gen to talk about marketing in 2021. The pandemic has forced companies to focus on CREATING demand, not just capturing it. Cassidy shared his insights on how they know what’s working and what’s not, and how to reevaluate current channels and repurpose them for new objectives.

"If you can figure out how to scale culture, it will be way easier for you to win." Chris hosted Kyle Lacy (CMO of Lessonly) on State of Demand Gen. They jammed on how to measure your demand team, getting rid of the lead goal, ditching metrics when it comes to brand activities, and scaling culture.  For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just...

"Market the way you buy." Daniel Murray hosted Chris Walker on The Marketing Millennials podcast the other day. They talked about how buyers have changed over the past 10 years, what it really means to be buyer-centric, what marketers should be measuring and reporting on, and the only 2 cases in which Chris will run direct response campaigns.  For more content, subscribe to State of Demand Ge...

Chris Walker and Megan Bowen hosted Demand Gen Live again and tackled several detailed questions submitted in advance and live from our audience. Some of the topics we covered include: Why you should stop measuring marketing influenced revenue; LinkedIn spam; Marketing regression; How to create true buying intent; and Why not all MQLs and SQOs are created equal. For more content, subscribe to Stat...

Sangram Vajre, Co-Founder at Terminus, joined Chris Walker on State of Demand Gen to go into more detail about ABM - specifically tips for better execution and measurement.  For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.

On last night's episode of Demand Gen Live we hosted a live AMA and tackled topics such as: How to balance Brand and Performance, Measuring the effectiveness of LinkedIn and Facebook advertising, the LinkedIn algorithm and content distribution. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.

James Hounslow, host of the Tech Sales Influencers podcast, interviewed Chris Walker the other week. They talked about what sales leaders who are focused on top of funnel should be doing to be most effective, how changes in the marketing department can have negative downstream effects, and how to command your buyers' attention in a way that provides value and changes perception. For more content,...

Chris and Megan powered through another Demand Gen Live last night to discuss the differences between Capturing Demand and Creating Demand. We also answered questions submitted in advance and live about:  Assignments during the recruitment process for Director+ level roles;  Podcasting in a saturated market;  What creative works best for paid social campaigns; and  How to get c...

Josh Wagner (Head of Partnerships @ LeadMD) joined Chris Walker for a short session on State of Demand Gen. They deep dive into Account Based Marketing (ABM) to discuss how it originated and has been used well, and poorly, especially in the B2B SaaS space.  For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts.  Tired of just listening?  Check out Refine La...

Last night we continued Season 2 of Demand Gen Live with the AMA format. Chris and Megan tackled questions asked both before the show and live ranging from what demand REALLY means and how to create it with momentum to case studies and podcasts. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.