GTM Live

Winning in dark social requires a well-executed content strategy. Part of executing a content strategy successfully means that it's scalable. But scaling content efficiently is something that most companies fail to do. That's where stacking growth comes into play. It's at the foundation of dark social because it's what allows you to distribute your content across multiple platforms with minimal additional effort. In this episode, Chris outlines how we win on dark social by stacking growth internally and how we do the same with clients.

Events in 2022 play a totally different role than they did even a few years ago. Gone are the days of having to spend huge chunks of your marketing budget to build trade show booths that generate little return and sponsoring overpriced industry events. Your audience is digital and your event strategy needs to be aligned closely with your digital goals. In this episode, Chris talks about how you can use in-person micro-events to create amazing experiences, all while fueling your larger digital growth.

The term demand gen gets thrown around a lot. A lot of companies claim to be running demand gen programs, but when you take a deeper look it’s still a traditional lead gen program. In this episode, Chris does a deep dive on what is demand gen, what is lead gen, how do they differ, and how the strategy has to change to run a true demand gen model. 

Should SDRs report to marketing or sales? This is an age-old debate. But it's asking the wrong question. It doesn't matter which team the SDR reports to if they're doing the same, low-efficiency role. The real question is what is the future job function of the SDR and does that new functionality align with marketing or sales? In this episode, Chris talks about how he believes the role will evolve over the next several years to be more efficient and produce better results.

How do you attract top talent to work for you? Is organic social a waste of time in B2B? What's the best way to leverage a company LinkedIn account? Chris is answering all these questions (and more) in this grab bag of marketing and business questions we sourced from Quora and Reddit. 

Everybody loves metrics. They let us know when we're doing good and when we need to do better. The problem is, marketing teams have adopted certain metrics as their KPIs that don't do either one of those things. In fact, more often than not, when we drive those metrics we generally make our entire revenue team less efficient. In this episode, Chris talks about the 5 metrics that you should be aligning your revenue teams around in order to make the most efficient use of your sales and marketing dollars.

It's that time of year for a lot of companies, annual planning. The time when everyone is excited about the possibilities that the new year brings. But along with that excitement, comes high expectations—many times unrealistic. Those expectations often drive decisions that end up falling short of where you want to be at quarter-end. In this episode, Chris talks about the 5 biggest mistakes that he sees companies making when they address annual planning and how they should address them now.

It’s not uncommon for marketers and business leaders to hear the methodologies we talk about at Refine Labs and immediately dismiss them as “ineffective”, “clickbait”, or a number of other things. But the reality is, companies only fail to succeed with our methodologies when they continue to measure marketing with the same vanity metrics that have been pushed by MarTech vendors since 2010. When you stop measuring success by the quantity of MQLs and start measuring the quality of the leads that come directly to your website asking for a demo, the results speak for themselves. In this episode, Chris demonstrates this point by diving into a modern buying journey. You’ll notice that a huge majority of the touchpoint can't be measured by MarTech.

Leveling up a marketing strategy that performs starts with looking at what isn't working currently. A lot of companies want to add, add, add; but the current isn't optimized to work yet. Before you decide to add an advocacy program on LinkedIn, or any other organic marketing strategy, go back into where you are spending your money and see where it can be cut or reallocated to work better. In this episode, Chris talks about how to evaluate what's working, what isn't, and how to move forward. 

A few weeks ago we asked, "If you could wave a magic wand and get the answer to any marketing question right now, what would you ask?" We received a lot of great questions that led to some really good conversations. So...We did it again. But this time we're switching it up a bit. Refine Labs has been growing exponentially ever since the beginning.- We're onboarding some of the best B2B brands out there weekly- The culture is amazing (employee quote)- And new employees are joining at a record paceSo we have some experience with building a business.That's why we asked for your toughest questions on building a startup or side hustle. In this episode, Chris goes through the list and answers all the questions that we received. As promised in the LinkedIn post, we will also release the video response to each question on the @RefineLabs TikTok.