GTM Live

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.

Refine Labs just crossed over 100 team members and it only took about two years. Growing a business is a learning curve no matter what, but scaling quickly comes with a laundry list of lessons. In this episode, Chris talks about the journey and key learnings from an independent consultant to 100 employees and working with some of the best-known SaaS companies in B2B.

When most B2B companies think about content they think about blogs, ebooks, and webinars. Social media posts are sprinkled on top and in most cases not even grouped into the company's content strategy. The problem with that is it's not customer-centric. Buyers spend time on social media, in communities, and building relationships with peers in their industry they can trust. They're no longer finding blog content from a google search, signing up for your newsletter, and downloading all your ebooks before buying. In 2022, buyers are asking their networks for advice or buying from the companies that provide value every day without pestering them. So how to get in front of buyers in 2022? The answer is a dark social content strategy that's optimized to educate and attract buyers over time in a non-intrusive format that they're interested in consuming. In this episode, Chris talks about what that looks like and how you can get started building it.

Marketing is evolving. While most marketing teams are still spending their time and resources writing blogs and running webinars, forward-thinking marketers are figuring out how they can create an unfair advantage for their business. In this episode, Chris dives into just that as he talks about what the goal of marketing is as a sub-function of GTM and what it means to be buyer-centric in modern marketing.

We've been seeing a lot of buzz about the TOPO "Double Funnel" lately. But what exactly is it? And is it worth implementing or is it just another shiny object that sounds good in theory, but breaks down in practice? In this episode, Chris breaks down what the double funnel is, how it works, and the reasons you should think twice about implementing it into your go-to-market strategy.