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On this episode, our host Chris Walker sat down with Heather Osgood on the Podcast Advertising Playbook. They broke down every obstacle of today's modern marketer. From everyone's obsession with attribution to the best ways to gain customer insights, no topic was off limits. If you're looking to overhaul your revenue engine, then this is not an episode to miss.  

Friend of the program, Dave Gerhardt , joins Chris and Megan on what feels like a Demand Gen Live throwback. The driving discussion is about self-reported attribution and how it's a key component in using your marketing as a two-way communication channel. They spend the second half of the discussion answering tactical questions from the audience.

Every Tuesday, Chris goes live on TikTok to answer rapid-fire Q&A. Some highlights from our 12th installment: 3:18 - What is Revenue R&D and Why Companies Should Care 5:37 - Stacking Growth 7:53 - Difference Between Inbound Marketing and Demand Generation 9:50 - Should Marketing Be Accountable for a Revenue Number? 13:19 - Is B2C marketing more creative because of lack of Sales? 14:31 - Co...

Chris joined the Sales Leadership Podcast this past week to talk through how organizations can drive revenue in a more predictable way. He covered: What the true definition of demand is,  Removing friction in the buying process, making sales easier,  Aligning sales and marketing by measuring HIRO pipeline,  Nuances between capturing demand and creating demand,  How the buyer journey has evolved an...

Every Tuesday, Chris goes live on TikTok to answer rapid-fire Q&A. Some highlights from our 11th installment: 00:34 - Manufacturing Revenue & Demand 2:38 - Difference between HIRO and Total Pipeline 7:30 - Creating demand in an industry where the market doesn't know about your solution 9:35 - Root cause of the Demand Deficit 12:22 - Role of SDRs 16:27 - How does ABM Fall Into the Overall D...

Chris Walker hosted an invite-only event to share our proprietary Hybrid Attribution Framework, and we are leaking the audio here on the State of Demand Gen podcast. With this framework, you’ll be able to: Properly measure, attribute and quantify ROI for Demand Creation programs like podcast, social media, communities, word of mouth, and more,  Continue to use your set up with attribution software...

Today's episode features a recording from Dave Gerhardt's Exit Five Podcast . Chris and Dave talk about articulating a company POV, refining your marketing strategy, a framework for demand generation, self-reported attribution, what's going on with LinkedIn, B2B ad creative, and building community.

Every Tuesday, Chris goes live on TikTok to answer rapid-fire Q&A. Some highlights from our 10th installment: Self-reported attribution - 1:00 The role of RevOps - 2:50 Create Demand & Capture Demand - 6:00 Key Opinion Leaders - 15:45 Does your website effectively capture the demand you are creating? - 18:50 Qualitative and Quantitative Insights - 20:15 Evaluating the SDR function - 23:00...

Chris Walker joined Jacob Zangel on his soon to be released podcast to talk through not just manufacturing demand, but manufacturing revenue. It's time we stop differentiating between marketing and sales, and start looking at go-to-market strategies through the lens of creating demand vs. capturing demand. This requires new definitions and new terminology. Instead of looking at marketing throu...

Every Tuesday at 3:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 11th installment, we covered: - How To Create Demand in Mature Categories - Where demand gen is going in the next 5 years?  - Running demand gen at an early-stage startup that wants quick results - How to fix sales/marketing alignment - How demand teams can work with sales to achieve better results - The role of e...

Every Tuesday at 3:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 10th installment, we covered: - Tips for a One-Person Demand Team - Marketing for an Agency vs. a SaaS company - When your CEO (shouldn't) be involved in marketing - How to grow a top 25 podcast - What separates good vs bad communities - Balancing quantitative and qualitative insights - The first steps in buil...

Stock options. It's something that SaaS startups love to give out as incentives, but it's something that employees generally know very little about. Since our last Demand Gen Expert Series, we have been fielding a lot of questions about stock options, how they work, what they're actually worth, and more. As you know, when our audience asks, we listen and respond. Ryan Walsh, CEO of Rep...

B2B marketing is stuck. The entire old-school marketing playbook is completely broken. Optimizing a revenue engine is a lot like optimizing processes in a manufacturing plant to be more efficient. But in order to optimize your process, you need to first get started. Too many teams try to start by doing everything at once. You need to take baby steps. Figure out how to run a live event that people...

Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 9th installment, we covered: - What to do when SDRs are underperforming - 1:05 - What all demand marketers should be including in their dashboards - 3:17 - Barriers for scaling organic content and how to overcome them - 6:31 - How to use Dual CTAs in a PLG/Enterprise sales motion - 8:30 - Executing organic social...

In this episode Chris is live at the Work Smarter conference where he goes over his 3 step framework to create an unfair competitive advantage through your marketing efforts. Step one: Customer Insights It is absolutely imperative that you learn to collect insights. Insights from your team, insights from your customers, and insights from the market as a whole. Over the last decade, in large part d...

Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 8th installment, we covered: - Strategic thinking > Tactical thinking - Mission driven marketing - Building a marketing strategy for a consulting firm - Brand Awareness vs. Creating Demand - How to get people to show up for your event - Should website content be converted into dark social content? - Why dark so...

In this episode, we pulled together some of the greatest hits of our talks on how qualified pipeline is currently defined in B2B and why it's broken. We start off by talking about why the current system is broken. After we shed light on the problem, we dive into how we're fixing it by: Redefining what qualified pipeline is. Why it needs to be standardized across the industry. Why HIRO Pipe...

Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 7th installment (and best yet) we cover: - How to transition from a sales role into marketing - How to test messaging before it's deployed to sales - Community as a B2C marketing strategy - The 3 types of demand (creating, capturing, and damming) - Demand creation vs. ABM - How B2B companies should think about...

In this episode, we pulled together some of the greatest hits of our talks on Dark Social. We start off by clearing up the definition of what dark social is, just in case anyone is still unclear. Once we set the table the stage for what dark social is, we dive into: How it drives buying decisions How it aligns your go-to market team with the customer journey Why you need to stop focusing on outdat...

The increase in privacy has been the biggest nudge marketers have needed to start doing marketing the way it was meant to be done. For too long, people have used third party data as an excuse to not do proper customer research. As a marketer, there is no greater superpower than knowing your customer and the programs and channels that are creating demand. In this episode, Chris sits down for a fire...

Demand Gen Live has been a Tuesday night staple for hundreds of B2B marketers. Over the past 790 days, we've: - Held 112 Tuesday meetups - Recorded 10,000+ minutes of audio and video - Answered 780+ audience questions - And set a world record for fern puns in a single Zoom chat But like all good things, DGL is coming to an end. This was the fernal episode of Demand Gen Live. Some might say, th...

In this episode, we pulled together some of the greatest hits of our talks on creating demand vs. capturing demand. We start with some clips where Chris simplifies the topics by defining the difference between creating and capturing demand. After the explanation, we skip forward to how you can take steps to switch the mindset, measurement and execution of your marketing strategy to effectively cre...

Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. This is our 6th installment and in this episode we cover: - When (if ever) should display ads be considered? - Why specializing is not the best career move - Using standardized metric systems to measure customer experience - How to use CTAs in LinkedIn ads - Video vs static images for LinkedIn ads - Demand Gen for local...

Creating organic content where your buyers hang out is one of the best ways you can collect customer insights. It's your goal as the marketer to learn everything there is to know about the platform and how your customers use it, then optimize your content strategy to be as effective as possible. But how do you measure effectiveness? One of those measurements are your learnings. The comments, D...

Marketing is a lot like medicine in the late 1800's. Back then, the way medicine was practiced was through individual observation. A physician would do something for a patient, they would observe the results, and then they would share those results with other physicians. Unfortunately, this is a very inefficient way of furthering the science of medicine. This is where marketing is right now. L...