Chris Walker is CEO at Refine Labs and in this episode we’re talking about Category Evangelism and the modern marketing playbook to grow pipeline and revenue. Chris has started a marketing revolution. He is host of the hugely popular Demand Gen Live series and the State of Demand Gen podcast. Forbes described him as “The B2B demand generation guru every Series C company should be listening to” and so we got Chris on the show to break down what B2B marketers should be doing to grow their companies and their careers. We cover: - The limitations of the traditional view of demand gen >> Why you shouldn’t centre on lead gen >> How to move away from demand capture to demand creation >> Where we went wrong with attribution - The modern playbook for successful demand gen >> How to know your customer better than anybody else >> How to win in dark social >> Why Category Evangelism is the future of marketing Links Claim your free SaaS marketing assessment from Advance B2B >> www.advanceb2b.com/tgh Refine Labs >> https://www.refinelabs.com/ State of Demand Gen >> https://sptfy.com/6Nvh Mastery by Robert Greene >> https://www.goodreads.com/book/show/13589182-mastery --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward