GTM Live

Marketing is a lot like medicine in the late 1800's. Back then, the way medicine was practiced was through individual observation. A physician would do something for a patient, they would observe the results, and then they would share those results with other physicians. Unfortunately, this is a very inefficient way of furthering the science of medicine. This is where marketing is right now. Lots of individual marketers and teams running experiments and (sometimes) sharing the results.It wasn't until later that the medical community started doing clinical trials where several physicians would conduct research across a controlled environment, get results and then have those results peer-reviewed by a third party. That's where marketing is going and we're calling it "Evidence-Based Marketing".In this episode, Chris talks about what evidence-based marketing is, his early thoughts on how it could be implemented, and what the results could mean for the marketing community.Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

We're back with another TikTok live. We're going beyond our traditional demand gen content and fielding questions on leadership, entrepreneurship, finance, culture, or anything else you want to talk about. In this episode, Chris fields questions on:- Community-led content- Marketing Technology- Thinking about marketing with a long term mindset- How to attract early adopters to you SaaS product- And much more!Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

Now is not the time to slow down your marketing. Many companies pull back spending and go into self-preservation mode in slow economic times. The fact of the matter is, that economic slowdowns create an environment of opportunity for companies that know how to leverage them. In this episode, Chris is going to talk about a 3-step framework to make marketing your secret weapon, not only in a recession but forever. He dives deep into how to create demand in your category by changing your Mindest, Metrics, and Execution; in that order.Join the waitlist for our new intellectual capital product, The Vault: https://www.refinelabs.com/waitlistJoin Demand Gen Live every Tuesday at 7:30 PM ETJoin Chris live every Tuesday at 4:00 PM for rapid-fire Q&A on TikTok: @chriswalker171

B2B marketers can learn a lot from the direct-to-consumer industry. For one, there is no sales team in DTC. That means marketing has to get a person from awareness, all the way through the checkout process with no outbound sales to help carry the weight. Because of that, DTC marketing strategy is inherently different. Today, we welcome back DGL legend Gaetano DiNardi, a former B2B marketer who transitioned to B2C marketing at Aura - a digital security company that helps consumers stay safe online. In this episode, Gaetano talks about:Why creative and storytelling are so important in DTCHow to win against competitors with deeper pockets and more established brandsPartnering with creatorsHis best advice for B2B marketersAnd more...

There are marketing teams right now, in 2022, that completely rely on software-based attribution to guide their strategy. Because of this, they only see where demand is being captured (Organic/Paid Search, Direct Traffic, etc) and they never see where the demand is being created. They try to build communities. They try to do a podcast. They try organic LinkedIn content. But what inevitably happens is they don't see any clearly tracked measurement in their attribution software that maps back to those activities. So what happens? The programs get deemed ineffective and terminated. The problem is, all the things that were just mentioned are demand creation programs and attribution software is not able to track demand creation activities. In this episode, Chris talks about why there is a huge lack of innovation in B2B and how old attribution mindsets are playing a huge role.

In this week's Ask Me Anything, we dive deep into several topics including: - How to Run a Successful Digital Event/Webinar- Advice for Young People Getting into SaaS- Why You Need To Stop treating Event Attendees Like a Cold Call List- Should a Newsletter Be Part of Your Content Strategy?- The Difference Between Dark Social and the Dark Funnel- How to Run Demand Gen for SMB- How to Get Marketing and Sales Aligned Using HIRO Pipeline- And more...To join the waitlist for The Vault, visit: refinelabs.com/waitlist

We're back with another TikTok live. We're going beyond our traditional demand gen content and fielding questions on leadership, entrepreneurship, finance, culture, or anything else you want to talk about. In this episode, Chris fields questions on:- Why website traffic is (or isn't) better than social traffic- The threat of a recession and the impact on jobs, customer retention/acquisition, and how company's strategies will evolve.- Intent data and demand gen- Using connected TV for B2B advertising- Starting a bootstrapped tech company- and much more...Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chriswalker171

One of the things that makes the Demand Gen Live community so great is the ability we have every week to help marketers with real challenges that they're facing in their day-to-day roles. A few weeks ago, we decided to shake things up and go "full-AMA" for a Demand Gen Live. The feedback was so positive that we decided to do it again. In today's Ask Me Anything episode, Chris and Megan answered questions on: How to hire talented demand gen marketers,  Using customer insights as your mode of differentiation,  How to go up against competitors way bigger than you,  And much more.

To effectively create demand you need to give away your best content for free. But what if your content is in fact your product? This is a big blocker for independent consultants when they want to create demand. By giving away the information that makes them valuable, they think that people will no longer need to work with them.Here's the thing: People don't hire consultants for their knowledge of a subject matter. In fact, that knowledge is likely a commodity. People hire consultants to increase their likelihood of success in implementing that knowledge. What happens when you horde all your knowledge until a sales process is you get lumped in with other vendors as a commodity. And when you're viewed as a commodity, you have to compete on price, which is not a good place to be.In this episode, Chris talks about how consultants can win using the same demand gen principles that we use at Refine Labs to help some of the best B2B SaaS companies out there.

People don't use Google the same way they did in the past. 10 years ago if you wanted to find information on a product you Googled it. Today if you want to find information on a product you have way more, often better, options. You could ask in a community. You could visit a review site like G2. You could post about it in social channels and get unfiltered, unbiased feedback. And yes, you could still Google it, but with all these new options available should Google still get the bulk of your advertising dollars? If you're a regular listener of this podcast you likely already know our stance on this, but the question still comes up often. That's why we reached out to the Godfather of SEM, Rand Fishkin and asked him to join us to talk about this very subject.