GTM Live

Chris Walker joined Jacob Zangel on his soon to be released podcast to talk through not just manufacturing demand, but manufacturing revenue. It's time we stop differentiating between marketing and sales, and start looking at go-to-market strategies through the lens of creating demand vs. capturing demand. This requires new definitions and new terminology. Instead of looking at marketing through the lens of lead gen vs. demand gen, marketers need to break their marketing strategies into create demand vs. capture demand. Chris explains this in detail and goes into the specifics of building brand and defining categories in this episode of State of Demand Gen.

Every Tuesday at 3:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 11th installment, we covered:- How To Create Demand in Mature Categories- Where demand gen is going in the next 5 years? - Running demand gen at an early-stage startup that wants quick results- How to fix sales/marketing alignment- How demand teams can work with sales to achieve better results- The role of email in demand gen- The ideal sales-to-marketing ratio - And much more!Join us every Tuesday at 3 PM ET to ask your question on TikTok by following @chriswalker171

Every Tuesday at 3:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 10th installment, we covered:- Tips for a One-Person Demand Team- Marketing for an Agency vs. a SaaS company- When your CEO (shouldn't) be involved in marketing- How to grow a top 25 podcast- What separates good vs bad communities- Balancing quantitative and qualitative insights- The first steps in building a demand gen strategy- And much more!Join us every Tuesday at 3 PM ET to ask your question on TikTok by following @chriswalker171

Stock options. It's something that SaaS startups love to give out as incentives, but it's something that employees generally know very little about. Since our last Demand Gen Expert Series, we have been fielding a lot of questions about stock options, how they work, what they're actually worth, and more. As you know, when our audience asks, we listen and respond. Ryan Walsh, CEO of Repvue, has vast experience receiving stock options, as well as giving them out, so it was fitting that when we were looking for an expert guest his name kept coming up.In this episode, Ryan and Chris tackle:The differences between stock options and stockWhy companies offer (or don't offer) stock options to employeesHow do you make money with stock options?How to calculate the value of your stock optionsWhen companies raise rounds of funding is it good or bad for employee stock options?What happens to your options when you leave the company?And more!Join us every Tuesday at 3 PM ET to ask your question on TikTok by following @chriswalker171

B2B marketing is stuck. The entire old-school marketing playbook is completely broken. Optimizing a revenue engine is a lot like optimizing processes in a manufacturing plant to be more efficient. But in order to optimize your process, you need to first get started. Too many teams try to start by doing everything at once. You need to take baby steps. Figure out how to run a live event that people want to come to. Use the qualitative feedback from that event to learn if people are engaged; are they leaving halfway through? Are they asking questions? Are they coming back week after week? Etc. Then figure out how to use that content to drive short form channels where your audience is already congregating, like LinkedIn. Again, collect the qualitative feedback. Are people commenting? Are they tagging co-workers? Are they starting conversations with you in DMs? These are all signals that your content is working. Once you learn that your messaging is hitting, then you can start amplifying that message through paid media to your ideal customers and step out and try new channels. In this episode, Chris talks about the process in which he did this at Refine Labs, but more importantly the strategy behind the content: Communicating a message over collecting a lead.Join us every Tuesday at 3:00 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 9th installment, we covered:- What to do when SDRs are underperforming - 1:05- What all demand marketers should be including in their dashboards - 3:17- Barriers for scaling organic content and how to overcome them - 6:31- How to use Dual CTAs in a PLG/Enterprise sales motion - 8:30- Executing organic social as a SaaS company - 11:17- How broad should you go on your podcast? - 13:40- Should you be charging an onboarding fee? - 19:48- And much more!Join us every Tuesday at 4 PM ET to ask your question on TikTok by following @chriswalker171

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