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The SaaS Revolution Show
How to Improve Demand Gen for your SaaS Business, with Chris Walker (Passetto, previously Refine Labs)
Jan 30, 2025
Chris Walker, CEO of Passetto and former founder of Refine Labs, shares profound insights on demand generation for SaaS businesses. He emphasizes the importance of CEOs actively participating in marketing and understanding customer behaviors. The rise of 'dark social' and its impact on B2B marketing is discussed, alongside challenges in measuring ROI. Chris advocates for a customer-centric approach, effective use of platforms like LinkedIn and TikTok, and the significance of community engagement in driving success.
58:08
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Quick takeaways
- Active CEO participation in marketing can significantly enhance demand generation by directly engaging with customers and understanding their challenges.
- The shift towards independent buyer research necessitates that SaaS founders focus on effective marketing to drive growth and improve conversion rates.
Deep dives
The Importance of CEO Engagement in Marketing
Active participation in marketing is vital for CEOs, as it can significantly influence a company's growth trajectory. Engaging directly with customers through comments and feedback creates a deeper understanding of their needs and challenges, which is often overlooked when marketing is delegated entirely. In companies with rapid growth, such as Gravy and Gong, leadership involvement in marketing strategies is a common factor contributing to their success. By dedicating time daily to connect with customers, CEOs can drive impactful demand generation that surpasses traditional marketing approaches.
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