GTM Live

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.

The days of marketers shoveling as many leads as possible to sales are long gone. The old rules that applied before social media, communities, and third-party content distribution platforms were mature no longer apply. You can't expect a piece of software to be able to give you an accurate map of the buyer journey anymore, because the buyer's journey is happening in places that be tracked by software. But shifting from lead gen to demand gen comes with a lot of questions—What is the strategy behind the tactics? How do you get started implementing change? How long to results? How do you measure success? These are all questions that Chris covers in this discussion on how to win with demand gen in 2022.

Imagine knowing the biggest trends in the industry before they happened. Imagine the advantage you would have over the competition. Every year we make predictions on what the biggest changes in B2B marketing will be and we've got a pretty good track record. But before we do that, we're going back to January 2021 to see which of last year's predictions came true.PLUS: If you tuned in last week, we told you we were going to read 20 self-reported attribution results and the corresponding software attribution.  If you're looking for proof that dark social produces results, and have been asking how to measure it, here it is.

Creating demand is not sharing a link to your ebook on LinkedIn. Capturing demand is not collecting an email after teasing a prospect just enough to get them to fork it over. Demand creation is showing up every day to provide valuable content to your industry with no strings attached. Your goal is to create so much demand for your product that the prospect comes to you and gives you their contact info with the expectation that you will call them. Unfortunately, most companies opt to skip the demand creation and try to go straight to the capture, which leads to several problems. In this episode, Chris discusses the relationship between demand creation and capture and the best way to utilize both.

For the past three years, Chris and Gaetano have gotten together to discuss the current state of demand generation. It's back for 2022 and in this episode, they are weighing in on the strategies and tactics to help your marketing skyrocket and which ones have a better chance of imploding. Whether you're a fast-paced start-up or an established enterprise brand, this is an episode you don't want to miss.