GTM Live

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

Gaetano DiNardi, Head of Growth & Demand Gen at Nextiva, joined Chris in the new podcast studio to talk about the State of Demand Gen in 2021. They covered whether B2B demand gen has gotten easier or harder to execute since last year, demand creation vs. demand capturing, why there's a lot more waste now in B2B and what companies can do about it, marketing ops and of course...SEO. Check out the full episode to find out which 4 key places Chris and Gaetano recommend marketers focus for the remainder of 2021.

Latané Conant, CMO at 6sense, joined us for a Demand Gen Live Expert Series yesterday to talk about the dark funnel and how to use intent as a trigger for outbound as a means of getting off the MQL hamster wheel.

Chris Walker and Megan Bowen hosted another Demand Gen Live community event this week. They covered three pre-set agenda topics: (1) The Demand Waterfall: Is it time for a new demand model?; (2) The 6 pillars to build your word of mouth strategy; (3) The big problem companies face when only focusing on capturing demand. Chris also opened the stage to a live Q&A and answered questions from the community in regards to quality vs. quantity of leads, content distribution and promotion, creating content at and around conferences and live events, and social listening.Register for tomorrow's Demand Gen Expert Session here. 

Chris Walker joined Norwest Venture Partners for an event called “The New Rules of Digital Advertising.” He shared insights on the gap between leads and revenue, measuring on pipeline and revenue instead of solely on leads, and why measurement and attribution needs to shift in this new era of marketing. He also talked about reverse engineering how marketing got to where it is today and followed up his keynote with a brief Q&A. 

Chris Walker presented another keynote last week and shared his demand generation framework. Main takeaways: Word of mouth drives most B2B buying decisions today The best way to connect with your buyers is through content that resonates with them Attribution isn't always what it seems Content distribution is just as, if not more important, than creation  The same team should be responsible for both brand AND demand He also answered questions in regards to his demand gen framework, inbound vs. outbound, and how to completely shift your strategy without creating operational inefficiencies based on current org structure and budget allocation and goals. Register here for our next live event with Dave Gerhardt, taking place Thursday July 1st at 9am PDT / 12pm EDT.

Chris Walker hosted Demand Gen Live last night with MJ Peters as his co-host. They covered pipeline velocity and how to start incorporating that into your primary marketing metrics, the missing piece of product marketing, and building a community vs. building a following. Chris also answered questions about whether or not brand and demand should be separate functions in an organization, leveraging expertise and gaining trust amongst your audience, and limitations with direct attribution by channel.Register here for our next live event with Dave Gerhardt, taking place Thursday July 1st at 9am PDT / 12pm EDT.