GTM Live

The podcast discusses the problems of understaffed revenue operations in B2B companies and the need for prioritization and investment in this function. It also challenges existing practices and frameworks. Other topics include misconceptions about demand creation, strategies for improving marketing results with data, challenges in operationalizing products for effective go-to-market motions, and the importance of the whole customer journey.

Chris, a B2B marketing expert, discusses the need for a holistic revenue team approach in demand generation. He highlights the underappreciated concept of dark social in B2B marketing and challenges flawed measurement models. Chris emphasizes the importance of understanding customers deeply and encourages companies to leverage platforms like LinkedIn and Facebook for effective marketing. He also discusses the significance of internal thought leaders, adopting a customer-centric approach in content strategy, and thinking differently about attribution in B2B marketing.

Chris, guest speaker at SaaS Metrics Palooza, discusses reevaluating marketing metrics and strategies to drive revenue growth. He emphasizes the shift from lead to demand generation, aligning marketing and sales efforts, allocating budgets based on revenue process stages, and analyzing sales velocity and buyer intent. Bold strategies are necessary for significant pipeline and revenue growth.

Analyzing pipeline velocity as a key metric for revenue growth, optimizing existing pipelines, analyzing pipeline sources, and comparing their sales velocity, addressing the debate of declining win rates versus pipeline quality, insights on reporting progress for marketers on a weekly, monthly, and quarterly basis, and the importance of unbiased analysis of business performance and pipeline velocity.

The podcast discusses the changing landscape of B2B go-to-market strategies, highlighting the shift from traditional methods to more efficient and targeted approaches. It challenges the effectiveness of events, outbound sales, and paid search, suggesting reallocation of budget to more effective channels. The traditional sales funnel model is questioned, and the concept of multiple funnels based on aggregated buying intent is introduced. The importance of aligning marketing metrics with revenue is emphasized, along with the need for a new framework that focuses on demand creation, capture, and conversion.

Understanding dark social's impact on marketing strategies, prioritizing marketing for smaller businesses, and reevaluating metrics and attribution systems. The importance of B2B buyers relying on peer recommendations and the need for businesses to be present in these channels. Breaking free from restrictive frameworks in marketing to implement innovative ideas and drive success.

This podcast explores strategies for B2B SaaS companies to overcome challenges in reaching target customers. It emphasizes scaling digital content and leveraging partnerships for brand awareness. Deep understanding of target customers and aligning marketing strategies is crucial. Field marketing should connect to digital strategy. Data analysis drives decision-making and improves scalability. Leveraging partners and waste transparency are discussed. Platforms like LinkedIn and TikTok are explored for reaching out.

The podcast discusses flaws in reporting models for paid search and the importance of measuring ROI. It highlights the need for executives to focus on HIRO pipeline dollars and closed won revenue dollars. The podcast also talks about extending the impact of conferences by creating valuable content beyond the event. It emphasizes building credibility digitally to create opportunities in the physical world.

Marketing expert Gaetano DiNardi joins host Chris Walker to discuss the state of capturing demand. They cover intent types, missteps in demand capture, and the role of Google Search, SEO, affiliates, and review sites. Key takeaways include the difference between lead generation and demand capture, the importance of clear intent, and the need for proper measurement and strategy alignment. Challenges of SEO in B2B and strategies for evaluating paid search are also explored. The podcast concludes by discussing effective marketing strategies and the conflict between capturing and creating demand.

The podcast discusses LinkedIn's flawed influenced revenue report and the inefficiencies of demand capture. It highlights overspending on content syndication, paid social, and Google paid search, emphasizing the need for data-driven marketing. The debate on publishing pricing and the importance of customer-centric approach are also addressed.