GTM Live

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.

If you've watched the news as of late, you've probably heard a lot of big-name tech companies laying off employees, cutting costs wherever they can, and putting a halt to spending. This looming recession has a lot of B2B tech companies worried. But should you really be worried? What does a potential recession mean for your company or your specific role? In this episode, Chris talks about how responsible companies will come out on top, while others that were more careless will yet again feel the brunt of a slowing economy.We also touch on:Why dark social is not the same as word of mouthWhy your website needs to be your #1 revenue-generating source, by far!

In this episode, Chris talks about the trifecta of building a company that has a competitive advantage, is able to acquire customers in a scalable way, and is a talent destination that the best of the best want to come and work at. In addition to talking about building a sustainable company, Chris and Adam dive into the impact that LinkedIn has had on Refine Labs, the current economic state of B2B SaaS, and what's next for Refine Labs.

Native digitals don't buy the same way that native analogs do. Native digitals are also fast becoming the largest buying group of B2B software. However, most large B2B companies are still being run by native analog executives. This is in large part why most B2B companies are running playbooks from a decade ago and leaving a huge gap for new, digital-native startups to explode. In fact, Refine Labs is a perfect example of that. In this episode, Chris and Megan talk with Christopher Lochhead about how they are building a digital-native company and the huge advantages that it has given them.

There is a big misunderstanding amongst the marketing community about organic content: "organic content is better than paid because it's free." That statement couldn't be further from the truth. In fact, here at Refine Labs, we have a 9 person team that runs organic content to the tune of over $100,000 per month. Not only does organic cost money but it takes more time to see if your message is resonating—time most companies simply aren't willing to put in to make organic work. In this episode, Chris talks about why organic content isn't free, how to use a paid strategy alongside organic, and much more.