GTM Live

Gaetano DiNardi (Director of Growth Marketing @ Nextiva) made a surprise appearance on Demand Gen Live with Chris Walker last night. They covered...What The Dark Funnel Is and How Marketers Can Use it to Market BetterIssues with Intent DataMarketing MomentumThe Importance of ConsistencyCreating a top 25 marketing podcastLeaning into what you can't measureCompounding gainsDistribution strategies for hard to reach audiencesTargeted direct mailWhen to outsource expertiseGetting the most SEO bang for your buckHow do you know when an experiment is working or notThe broken SDR model

Nick Bennett (Director of Account-Based & Field Marketing @ Alyce) brought Chris onto his Field Marketing Meetup to talk about the biggest upcoming opportunities in the field marketing space. They broke down the definition of field marketing and how field marketing tactics move across into demand and product marketing. It's important to note that what field marketing is defined as in one organization could be completely different than what it may be in another, but is oftentimes the bridge between sales and marketing.

Chris joined Mark Stouse on the Accelerating Value podcast to talk about the differences between B2C and B2B, specifically in regards to what B2B companies should unlearn from B2C marketing strategies. They talked about disrupting the “agency” world and why if a marketing agency can’t market themselves that should be a red flag. Chris also shared why churn is a business problem, not a customer success problem, and what the leading causes of churn are and how to correct them.

Chris and Megan hosted a special episode of Demand Gen Live last night with the primary focus being career growth and entrepreneurship. Chris kicked off the episode sharing his unconventional career path and how he ended up founding Refine Labs. They followed up with a Q&A where they covered an assortment of topics including:  Intent signalsHow do you keep your strategy moving or know when it’s time to move onAs a marketer your job is to keep moving with your customerFollowing your intuition as a marketerThe importance of deeply understanding your customerHow demand gen marketers should structure their relationships with sales leadershipWhat conversations with sales should demand gen marketers be involved in?The role of empathy in a business setting and in marketingThe importance of marketing fundamentalsIs it a content issue or an audience issue?

Chris hosted a consulting call with a one-person marketing team with no budget at a small business. He shared his insights on the best approaches to take, given the inputs, to answer the following question: "If we have certain brands we want to target, what would be the best marketing approach to begin to attract that potential business via our digital marketing channels?"

Chris Walker and Megan Bowen hosted a 1.5 hour-long installment of Demand Gen Live last night. They covered:  The business rationale behind why marketing-sourced revenue is a better metric than marketing-influenced revenueReaching new audiences through podcastingSetting a content strategy with an external SMEStriking a balance between providing true value and entertaining in your content strategyHow content can be repurposed for different use cases and mediumsThe power of partnering with other individuals who are influential to your target marketHow marketers can help drive process improvements in sales and CSThe state of in-person events for the remainder of 2021

Erik MacKinnon hosted this episode of Back to Basics with Chris with the main topic being content creation and distribution. They discussed how an earlier stage company, younger marketer, or a company just running SEO as their content play could go about shifting their focus to creating impactful content. Erik and Chris talked about organizational alignment and why marketers need to focus as much, if not more, on distribution. Throughout the episode, Chris answered the following questions:What are some of the foundational principles to building a successful modern content marketing function?Is there any structure or approach that you recommend for a team who is new to content marketing?What are some of the common “best practices” or older plays that a forward-thinking, progressive content marketer should avoid?B2B SaaS marketplace is noisy and competitive, how much do you think the look, feel and experience plays into the effectiveness of content marketing vs. the information being provided?

Chris Walker kicked off the first event of our recurring series with Dave Gerhardt, CMO at Privy, on the 6th of May and spent an hour covering a handful of different topics. They talked about whether marketing is an art or science (or both), having a pulse on your market, why building brand and creating demand builds businesses, and the impact of positioning your company as the expert in your niche and how that makes selling your product or service easier. Dave also went into detail on company strategy, positioning, and messaging and the order in which those need to be done. If you enjoyed this episode and haven't registered for the series yet, make sure to secure your spot here!

Chris Walker and Megan Bowen hosted another installment Demand Gen Live last night and covered the following topics:  Why having customers that are happy is the most important thing in a business How to create content that works across the entire journey Thinking about things through a long term lens We are in the word-of mouth marketing era The hidden benefits of thought leadership and personal branding Brand Demand and ABM: Which to start with and how to implement each in your organization How to approach competitor conquest campaigns being run against your company Why creative in B2B ads actually does matter LinkedIn advertising benchmarks and platform review Chris’s favorite B2B tech stack Why it's important for your CEO to believe in marketing Make sure to register here for our recurring live series with Dave Gerhardt, CMO at Privy. The first event will be taking place on May 6 at 9am PDT / 12pm EDT. 

Sidney Waterfall hosted this episode of Back to Basics with Chris Walker with the main focus of attribution in the B2B SaaS space. While there are common pitfalls associated with the over-reliance on attribution, it's not always so black and white. It's not that you shouldn't use it, just that you should understand when it should and should not be used. It's about balancing the things that you can and can't measure. Just because you can measure it doesn't mean it works and vice versa.We'd love to hear what you think about the Back to Basics series. Submit any feedback to DGL@refinelabs.com.