GTM Live

The podcast discusses the difference between demand capture and demand creation in B2B marketing, the need for a balanced strategy that includes both, and the shift towards an integrated revenue team approach. It also explores the future of SDRs, the importance of influencer marketing and partnerships, and the significance of influence and credibility in marketing.

The podcast discusses the difference between proving ROI and strategic decision-making in B2B companies. It highlights the need for standardized and objective data. The host also shares insights on the key opinion leader strategy and how it differs from influencer marketing. He emphasizes the importance of engaging key opinion leaders in running studies and pushing technological boundaries.

Companies transitioning to account-based models struggle to move away from MQL machines. Organizational change management is a major challenge for larger companies. AI holds potential in data analysis and process automation, but caution is needed in customer interactions. Podcasting is an effective marketing tool for revenue growth. Sustainable marketing efforts have long-term benefits.

Chris, a guest on the podcast, discusses flaws in traditional marketing practices and the need for a new approach. He emphasizes redefining MQLs and eliminating low-intent lead generation. He also challenges the use of SDRs to sell to executives and proposes a streamlined process. Chris highlights the importance of a shared pipeline between sales and marketing, a new framework based on sales win rates, and a holistic view of go-to-market data. He discusses the role of intent data and encourages companies to break away from incremental optimization for exponential growth.

The podcast discusses transitioning from assembly line lead generation to an all-bound integrated revenue team. It emphasizes the importance of aligning all departments towards creating demand, capturing buying intent, and converting that demand into revenue. The need to change key performance indicators and measurement methods is highlighted. The challenges in implementing an integrated revenue team are explored, along with the importance of addressing organizational and incentive-related challenges for successful revenue growth.

Guest emphasizes importance of understanding customers deeply and collecting primary market research. Discusses top three most important KPIs for measuring marketing success and challenges of hybrid go-to-market model. Highlights need for mindset shift in marketing and importance of focusing on key marketing channels. Talks about role of humor in B2B marketing and balance between new business acquisition and customer retention.

Chris was invited onto the ForwardSlash podcast, hosted by Adam Buettner to talk about rethinking ABM & website strategies. Chris discusses the need for companies to transform their go-to-market strategies and challenges the traditional B2B marketing funnel. He emphasizes the importance of measuring CAC and payback, and highlights the need for companies to optimize their websites for speed to booked meetings. Chris also shares insights on the challenges of merging product-led growth (PLG) and enterprise sales, and the importance of showing pricing on websites.

Chris was invited onto the Belkins Growth Podcast, hosted by Michael Maximoff, to discuss the importance of building trust in business and how to do so effectively. Chris shares his personal and professional journey, his rejection of societal norms, and his focus on innovation and alternative solutions. He explains how Refine Labs attracts smart underdog individuals who are looking to challenge the status quo and make a significant impact in the B2B marketing space. Chris emphasizes the need for a data-backed scientific approach to go-to-market strategies and the importance of a network of companies working together to push the industry forward. He also discusses the culture and values of his organization, including the emphasis on collaboration, knowledge sharing, and continuous learning.

“All attribution is imperfect; it’s about how do we collect the right data, how do we then process it with our brain and our strategy, and make strong decisions.” Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations. This week, he tackles Revenue.  He outlines Pipeline Sources and how they contribute to measuring and scaling programs in the most effective way, and then proposes a new way to look at Demand, focusing on Hybrid Attribution, Self Reported Attribution, and budgeting Demand Capture and Demand Creation as two separate programs. Finally, he encourages everyone to shift their perspective and make changes that reflect the true  state of the market rather than following the lead of companies stuck in the past.

Chris sat down with Meghan Keaney Anderson of Jasper AI to talk about the impact AI has had on the current state of marketing, and forecast what marketers can do to keep up in the constantly shifting landscape.They start by talking about AI and content, looking at the ways the technology can increase acceleration and efficiency, as well as the ease of adaptation to new audiences in tone, style, and language. Meghan remains positive about the benefits while warning listeners on the wrong way to use AI, and the dangers of relying too heavily on these tools. Then, they spend time chatting about SEO and how AI is going to heavily impact search engines, paid search, and the increasing competition of non branded organic search. Meghan hypothesizes a strong resurgence of brand, community, and editorial coming in the future. They propose different uses and innovations, and speculate on the possibility of correction or consolidation after the recent spike in value and attention. Finally, Meghan gives some key takeaways for marketing leaders as processes and necessary skill sets evolve and change.