GTM Live

In this episode Chris is live at the Work Smarter conference where he goes over his 3 step framework to create an unfair competitive advantage through your marketing efforts.Step one: Customer InsightsIt is absolutely imperative that you learn to collect insights. Insights from your team, insights from your customers, and insights from the market as a whole. Over the last decade, in large part due to martech vendors, marketers have been trained to rely solely on quantitative data. When you look at quantitative data, the thing that you don’t get is the “why”. And without the “why” you are just guessing. This is why you need to learn to collect qualitative insights. In this episode, Chris talks about how to collect qualitative customer insights at scale and in real-time.Step two: Synthesizing the insights into strategyOnce you have all the insights you need to learn how to synthesize them. Qualitative data doesn’t fit into a spreadsheet for data analysis, so you need to learn how to take what you’ve learned and turn that into an actionable strategy. Chris talks about how he has been doing this for the past 10 years.Step 3: Creating DemandCreating demand is all about going out and educating the 99% of the market that aren’t ready to buy or even category aware. Most companies spend time competing for existing demand—cold calling, SEO, Google ads, etc. This is capturing demand. And when you focus on capturing demand, you compete with every other commodity player in the space. When you focus on creating demand and educating the audience with no intent to close them into a sale, it actually leads to more sales. People view you as the stand-alone expert in the category and never even compare you to other vendors.Join us every Tuesday at 4 PM ET to ask your question on TikTok by following @chriswalker171

Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 8th installment, we covered:- Strategic thinking > Tactical thinking- Mission driven marketing- Building a marketing strategy for a consulting firm- Brand Awareness vs. Creating Demand- How to get people to show up for your event- Should website content be converted into dark social content?- Why dark social content isn't intended to convert you- And much more!Join us every Tuesday at 4 PM ET to ask your question on TikTok by following @chriswalker171

In this episode, we pulled together some of the greatest hits of our talks on how qualified pipeline is currently defined in B2B and why it's broken. We start off by talking about why the current system is broken. After we shed light on the problem, we dive into how we're fixing it by:Redefining what qualified pipeline is.Why it needs to be standardized across the industry.Why HIRO Pipeline is the best way to measure qualified pipeline.and more...Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 7th installment (and best yet) we cover:- How to transition from a sales role into marketing- How to test messaging before it's deployed to sales- Community as a B2C marketing strategy- The 3 types of demand (creating, capturing, and damming)- Demand creation vs. ABM- How B2B companies should think about influencer marketing- And much more!Join us every Tuesday at 4 PM ET to ask your question on TikTok by following @chriswalker171

In this episode, we pulled together some of the greatest hits of our talks on Dark Social. We start off by clearing up the definition of what dark social is, just in case anyone is still unclear. Once we set the table the stage for what dark social is, we dive into:How it drives buying decisionsHow it aligns your go-to market team with the customer journeyWhy you need to stop focusing on outdated marketing metrics, like MQLsHow to get off the MQL hamster wheelCreating brand affinityand more...Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

The increase in privacy has been the biggest nudge marketers have needed to start doing marketing the way it was meant to be done. For too long, people have used third party data as an excuse to not do proper customer research. As a marketer, there is no greater superpower than knowing your customer and the programs and channels that are creating demand. In this episode, Chris sits down for a fireside chat to talk about dark social, self reported attribution, and how to generate customer insights in a cookieless world.Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

Demand Gen Live has been a Tuesday night staple for hundreds of B2B marketers. Over the past 790 days, we've:- Held 112 Tuesday meetups- Recorded 10,000+ minutes of audio and video- Answered 780+ audience questions- And set a world record for fern puns in a single Zoom chatBut like all good things, DGL is coming to an end. This was the fernal episode of Demand Gen Live. Some might say, the final ferntier. But don't worry, Refine Labs live events aren't dead—this isn't a ferneral. We'll be announcing a new show and time to make the show more accessible to more people in the marketing community!In this episode:- Chris and Gaetano talk about their learnings and what they took away from the DGL community.- Four of our community members speak about how DGL has changed the course of their careers.- And as always, we fielded questions from the audience.Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

In this episode, we pulled together some of the greatest hits of our talks on creating demand vs. capturing demand. We start with some clips where Chris simplifies the topics by defining the difference between creating and capturing demand. After the explanation, we skip forward to how you can take steps to switch the mindset, measurement and execution of your marketing strategy to effectively create demand. Finally, we end the episode by sharing some tips on how you can show leadership that the strategy is working.

Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. This is our 6th installment and in this episode we cover:- When (if ever) should display ads be considered?- Why specializing is not the best career move- Using standardized metric systems to measure customer experience- How to use CTAs in LinkedIn ads- Video vs static images for LinkedIn ads- Demand Gen for local retail- And much more!Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

Creating organic content where your buyers hang out is one of the best ways you can collect customer insights. It's your goal as the marketer to learn everything there is to know about the platform and how your customers use it, then optimize your content strategy to be as effective as possible. But how do you measure effectiveness? One of those measurements are your learnings. The comments, DMs, and conversations that are created by putting your point of view out in public can lead to huge insights that can change the way you do business. In this episode, Chris shares his playbook on how to get started creating organic content and then using micro-innovations to maximize insights.Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171