GTM Live

Modern go-to-market is changing. In decades past, customers needed sales teams to educate them on product. They welcomed sales professionals to look under the hood and pitch them on how their product could best be used in their organization. But in 2022 the buyer's mindset has changed. They now have the ability to do the research. They have the ability to talk with industry peers and discover these things on their own. So where does that leave sales in the modern B2B GTM? In this episode, Chris talks about how marketing and sales can work toward a common goal in educating buyers and the new role sales professionals will play as industry subject matter experts.

There are two things that can completely change the trajectory of your company's growth: Content and a unique perspective on your market. Unfortunately, there are several, easily overcome, obstacles that entrepreneurs face: They don't believe they have a unique perspective, they don't think they have the means to create meaningful content, they give up way to early, and so on. In this episode, Chris spoke to a room of small business entrepreneurs on how to overcome these obstacles, start creating the best content in your niche, build community around that content, and use it all to grow your small business.

Product-led growth is "all the rage" as a B2B go-to-market strategy right now. But how do you adopt PLG if you're already running an enterprise outbound strategy? Can you start putting PLG motions into place without going straight to a free trial or free version motion? How do you run a PLG and enterprise acquisition model in tandem? What role does pricing play in a PLG motion? These are all topics covered in today's interview with PLG-expert, Kyle Poyar.

CEOs, founders, and executive-level SMEs are some of the most powerful voices your brand has at its disposal. So why don't more marketing teams take advantage of the top-tier minds in their organizations? The most common answer among executives is "I don't have time". The real answer is that they don't make it a priority. People often ask how Refine Labs gets so much traction on LinkedIn or on the State of Demand Podcast. The answer: Senior leadership sets the tone and shows what "good" looks like by creating content in dark social channels regularly. The rest of the team sees that and follows suit. In this episode, Chris talks about how he finds time to be active inside dark social channels while still managing the day-to-day responsibilities of a CEO in a rapid-growth company.

There has never been a better time to be a B2B marketing. Gone are the days where marketing teams primary KPI is sending the sales team unqualified MQLs. Sales VPs and CROs reach out to Refine Labs everyday asking us to help fix their marketing. Marketing's goal in 2022 is educating the buyer before the buyer ever talks to a sales person, which makes marketing extremely powerful. Buyers having knowledge of the product before they talk to sales means that sales gets to talk to buyers with high intent every single time. In this episode, Chris dives in on the new role of marketing and why were in the golden age of marketing right now!

Content creation is the keystone to creating demand in dark social, but there are several mistakes teams make when trying to implement a content strategy:- Not having a framework in place to create and distribute regular content- Trying to do too much in the beginning- Giving up on channels too early- The list goes onMany times these mistakes are rooted in teams trying to execute tactics before they have a solid strategy in place. In this episode, Chris talks about his journey with content creation and how you can create a strategy that will be successful for your own goals.

A lot of marketers are sold on modern demand gen, but they don't know how to institute change internally. We know this because the most asked question we get is, "How do you transition from lead gen to  demand gen?" If that sounds like you, you're in luck. We invited Alice de Courcy, CMO at Cognism, to talk about how she implemented this change internally. What makes this even more powerful is that Alice is a recent convert from lead gen to demand gen herself. In this episode, she will go into why she decided it was time to make the switch, how she set the stage internally with key stakeholders, and how they changed how marketing was measured to ensure a successful transition.

We talk a lot about using qualitative insights to drive better strategic decisions in marketing and go-to-market. But the truth is, this works in all areas of the business. Some people call it “acting on gut feelings”, but in reality, it’s not gut feeling. It’s getting feedback that can’t be measured in a spreadsheet and put your learnings into practice. In this episode, Chris talks about how he puts qualitative insights to work with customers, strategy, and even culture and hiring.

At Refine Labs we've been implementing our proprietary Go-To-Market framework, Pipe, with over 50 of the fastest growing B2B SaaS companies out there. Because of that, we have access to arguably the best data set in the business which gives us a very unique perspective into how to execute successful go-to-market strategies. In this episode, Chris spends a full hour answering questions from the community members of Revenue Era ranging from:- What is the role of an agency partner?- How should you approach marketing as you move upmarket?- How do you do a "split the funnel analysis"?- Product Market vs Go to Market- and a whole lot more...

Most marketing teams are running an old playbook; lead gen campaigns, trade show sponsorships, content syndication, gated content, etc. Once considered "best practice", these tactics have quickly become outdated as the world consumes information differently and digital transformations continue to ramp. In this episode, Chris talks about how to phase out tactics that no longer work and how to transition that budget into a new, modern way of doing demand generation.