GTM Live

Chris Walker and Megan Bowen hosted Demand Gen Live last night and covered the following agenda: 1 - The 5 Reasons Why B2B Advertising Fails, 2 - Building Your Paid Social Content Mix, and 3 - Why B2B Companies Need to Create Content In-House. They also answered questions live in regards to testing creative, how to decide if you have product market fit, growth marketers vs. product marketers, and influencer marketing. Chris shared that the way to win in the market right now is a combination of marketing and customer success. He also emphasized that impactful creative is a missing piece in most B2B companies. Register for next Thursday’s live event with Dave Gerhardt here. 

Chris hosted another live consulting session last week with an early-stage SaaS company. He walked through their overall strategy and made recommendations throughout, touching on customer research, their media plan across various channels, organic content strategy, and why optimizing for leads drives the wrong behaviors. He broke down their current strategy and provided deep and tactical recommendations to help them level up their marketing.

Charlotte Babington, Director of Demand Gen at Refine Labs, hosted this episode of Back to Basics on the topic of Content. They covered the role of content in creating demand, how to measure its success, and distribution means and channels. 

Last night Chris Walker (CEO, Refine Labs) and Megan Bowen (CCO, Refine Labs) brought the DGL community back to cover the following agenda: 1 - How to control the flow of demand, 2 - The 3 levels of intent, 3 - How to leverage communities as an acquisition channel. They also hosted a live Q&A throughout and answered questions in regards to what happens when you create too much demand, influencer marketing, podcasting, declared vs. assumed intent, and demo requests.

Chris Walker hosted another Small Business Consulting Session a couple weeks ago where he helped a startup flesh out a modern organic content strategy that centers around a live event. He talked them through measurement and attribution, where the dark funnel comes into play, how to get a feel for if something is working or not when few to no quantitative metrics are available, and how to create a community and build an engaged audience.

In response to some chatter circulating through the marketing community that LinkedIn organic is dead, Chris presented a keynote on why it in fact is very much still alive, and how marketers can still capitalize on the platform. He opened up the floor to a live Q&A and answered questions about whether it is best to distribute content via a personal or company profile, connection strategies, content ideas, and engagement metrics.

Chris Walker and Megan Bowen hosted an hour-long installment of Demand Gen Live last night. They covered: Why optimizing for SQLs instead of MQLs, even though they're further down the funnel, is often counterproductive and causes misalignment, Manual attribution and our findings from implementing this on our site, and how this differs from multi-touch attribution, Demo conversion by source as a means of troubleshooting declining demo requests, YouTube SEO, and How website changes can negatively affect your demand systemRegister here for Chris's keynote on "The State of LinkedIn Organic in 2021," taking place Thursday July 15th at 9am PDT. 

This episode was created from Chris's appearance a couple months ago on the Techie Talkie podcast. He answered questions as they related to: How attribution today is broken and how to fix it, the split between capturing demand and creating demand, and why podcasting is an underrated channel for creating demand.Chris is presenting a keynote about LinkedIn organic at Demand Gen Live on 6/15, 12pm EDT. Register here to sign up for one or all of the Demand Gen Live Keynote Series.

This episode is a playback from Chris's appearance on Kathleen Booth's Inbound Success Podcast. Kathleen started the conversation off by asking Chris about how he created such a buzz in the marketing industry in 2 short years. Their conversation then flowed into covering topics such as using data to shift away from the lead gen mindset, tactics vs. strategies, and optimizing for brand top of funnel. “Marketing is about finding something that works well, and then being incredibly consistent at delivering it while also innovating on a micro level,” says Chris when asked about which channels to focus on to avoid being spread too thin. It's about dominating and mastering a few channels before delving into new ones. Chris also shared an interesting take on influencer marketing when he says "everyone is doing influencer marketing, whether or not they know it."Chris is presenting a keynote about LinkedIn organic at Demand Gen Live on 6/15, 12pm EDT. Register here to sign up for one or all of the Demand Gen Live Keynote Series.

Chris Walker and Megan Bowen got the Demand Gen Live community together again last night to talk through a handful of impactful demand gen topics. They covered: How to build your holistic website funnel (with 50-100x better conversion rates than lead gen), Rethinking attribution using common sense - add these 3 measurement methods to your stack, & How marketing teams can be prepared to capitalize on new opportunities when they emerge. In addition to the agenda topics, they answered live questions about multi-touch attribution, what really drives buying decisions and how to unveil that information from a prospective customer, how to know when to give something more time vs. throwing in the towel, and using market research to refine targeting, messaging, and positioning.Register for the July 8th Cognism event "The Dark Funnel & What It Means For Marketers" Chris is speaking at here: https://info.cognism.com/chris_walker_live