GTM Live

Most companies have a marketing team in place to execute a winning marketing strategy. If marketing isn't working it's probably not the team. It's more likely the strategy that has been implemented. And it's not your fault. Martech vendors and analyst firms have been dishing out the Kool-Aid for the past 10 years. The problem is, we need a strategy for 2022, not 2012. In this episode, Chris outlines the path to getting unstuck from outdated strategies, how to create a new strategy with customers in mind, and the tactical steps you need to take to continuously make it better.

There is a huge problem in how companies are approaching content creation and distribution right now. The ratio of marketing dollars spent on creation vs distribution is killing campaign effectiveness. Marketing teams are spending hundreds of thousands of dollars every month to distribute terrible content that nobody wants to see. In this episode, Chris talks about a better way to think about your content creation and distribution budget going into 2022 (and it may surprise you). We're also talking about the divergence that is happening in Revops and the opportunity that it poses for demand marketers.Join us Thursday, December 16 at 12:00 Noon EST for a special year-end keynote on strategy

A lot of marketers spend their entire career in the same industry. Not because they want to, but because it’s where they've gained experience and contacts. But there’s a secret weapon that anyone can use to not only cross industries, but help you dominate in your current industry. In this episode, Chris talks about the most important tool(s) he used in his career across several industries to create demand and win big with marketing.

Technology has trained us to think that everything can be perfectly measured and tied back to revenue. But the reality is, in so many cases it can't. And for that reason, not every metric needs, or should be, attached to revenue. Now, that doesn't mean they're not meaningful or contribute to revenue down the line, it's just not the most appropriate way to measure its effectiveness. In this episode, Chris dives into the revenue question, as well as addresses how executives can get better results by measuring marketing differently.

Creating content is easy. Creating good content that drives results, that's hard. But with the right framework in place, it doesn't have to be. In this episode, Chris breaks down the 5-step framework we use at Refine Labs to create a content system that allows us to grow rapidly with zero outbound sales effort.

Podcasting is one of our favorite forms of content because it is so versatile. Not only can you publish the long-form audio on all the major podcast platforms, but when you record it with video you can repurpose on YouTube, break it down into smaller LinkedIn video posts, and a whole lot more. Taking full advantage of your podcast is a huge opportunity to generate demand on dark social. In this episode, Chris talks about how we utilize The State of Demand Podcast at Refine Labs to do just that.

Dave Gerhardt, Chief Brand Officer at Drift, joined Chris for another Demand Gen Expert Session, this time on the topic of "Marketing and Sales as One Team." Obviously, Marketing and Sales are quite different. But at the end of the day, their end goal should be revenue. By thinking of the two as working together rather than working towards completely separate goals, both teams are better able to drive results for the business. Dave and Chris discussed this in depth as well as where a Chief Revenue Officer and RevOps come into play. They also hosted a live Q&A, answering questions about SDRs, Customer Success, benchmarks, and KPIs.

Adding "How did you hear about us?" to your demo request form gives huge insights into what channels are working. But, there's a right way and a wrong way. And if you're making these three common mistakes, you could be doing more harm than good. In this episode, Chris goes over the top three mistakes people make and why it's so important to fix them immediately.He also talks about one of the most overlooked ways of increasing your marketing effectiveness—lowering customer acquisition cost (CAC). By making a few simple changes, we've seen company's media budgets drive up to 3x the results.

Marketing is the best tool growth stage companies have, not sales. But how does the founder/CEO play a role in driving marketing performance? The problem with most early-stage B2B SaaS companies is there is a lack of customer understanding leading the product roadmap. For the leadership to positively impact marketing, they need to start by understanding the customer. Segmenting down so much to where your product is so in tune with the customer that you have no competition. In this episode, Chris dives into how he did this at Refine Labs, as well as answers questions from Founders and CEOs looking to level up their marketing-led growth.

When Sydney Sloan walked into Salesloft three years ago they were optimizing for MQLs. Marketing had no efficiency. Salespeople were overwhelmed with low intent leads. Conversions were low. When Sydney took over as CMO, she wasn't interested in the vanity metrics that were being measured up until that point. She wanted to eliminate waste and increase marketing effectiveness at driving pipeline, not MQLs. In this episode, Sydney lays out her playbook on how she took over a struggling marketing team and turned it into a revenue-generating machine.