Creating demand in B2B with Chris Walker

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Nov 12, 2023

Chris Walker, Founder and CEO of Refine Labs, shares his journey from engineering to B2B demand generation. He emphasizes the distinction between demand creation and capture, advocating for engaging content over aggressive sales tactics. Chris critiques traditional ROI methods, urging companies to assess overall business impact instead. He discusses how to build brand awareness through strategic storytelling and the creation of valuable educational content. Additionally, he explores the role of events and communities in understanding customer needs.

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ANECDOTE

From Engineer To Founder

Chris moved from engineering to product management because he wanted to talk to customers and build products with purpose.
He then started Refine Labs in 2019 after years across B2B roles and working with 250+ companies.

INSIGHT

Demand Creation ≠ Demand Capture

Marketing and sales serve different purposes: demand creation vs demand capture are distinct modes.
B2B firms over-index on capture and underinvest in creation because creation outcomes are harder to measure.

ADVICE

Start Small Or Accept Sales Dominance

Accept that many companies are 'sales companies' and changing that mindset often requires leadership will, not just a marketer's effort.
Start small with customer-informed shifts or you'll face rising CAC, degrading ROI, and lost market share.

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Here's a summary of the podcast transcript:

* Chris Walker's Background and Journey: Chris Walker, CEO of Refine Labs, shared his journey from an engineering role at BEA Inc. to product management, and eventually starting his own company. He emphasized his diverse experience in B2B companies across roles like product management, engineering, and marketing, which laid the foundation for his business success.

* Refine Labs' Impact on B2B Marketing: Under Chris's leadership, Refine Labs has significantly influenced how B2B companies approach demand generation and revenue operations. He discussed the company's innovative strategies in media, distribution, content, and analytics, which have been pivotal in his journey.

* Demand Creation vs. Demand Capture: Chris highlighted the difference between demand creation and demand capture, arguing that many B2B companies overly focus on demand capture through direct sales methods. He stressed the importance of understanding customers and engaging them through valuable content and interactions, rather than aggressive sales tactics.

* Brand Building and Content Strategy: He discussed the distinction between brand awareness and demand creation, emphasizing the importance of creating content that resonates with the target audience. Chris also stressed the need for a shift from traditional brand building to more strategic demand creation activities.

* Evaluating Marketing ROI and Strategies: Chris critiqued the traditional ROI measurement methods in marketing, suggesting a more holistic approach that assesses the impact of marketing on overall business growth. He also emphasized the importance of customer insights and content quality over mere distribution tactics.

This summary captures the key points discussed in the podcast, including Chris Walker's career progression, the innovative approach of Refine Labs in B2B marketing, and the strategic insights on demand creation, brand building, and evaluating marketing ROI.

Important links

* Follow Chris on LinkedIn

* Chris his company: Refinelabs

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