GTM Live

Earlier this year we stopped in with LeadMD (Phoenix, AZ) where Chris Walker (CEO, Refine Labs) and Andrea Lechner-Becker (CMO, LeadMD) chat about B2B Marketing, how marketing attribution misses the power and impact of word-of-mouth, and why companies are so driven by net new customer acquisition.

Today's episode features a throwback from Chris's first appearance on Josh Braun's podcast Inside Selling. In this episode, they talk all about how to sell to a CEO. Josh and Chris talk about lower friction methods to starting a broader conversation that does not ask too much of the person being reached out to. They share CTAs that are not just asking for 15 minutes (or any length of time for that matter) which can be an immediate turnoff as well as what you can offer your prospects to provide value when they are not in active buy mode. 

Today we have Justin Welsh, Founder of The Official Justin and Interim CRO of PatientPop, on the State of Demand Gen podcast to share his candid observations and hot takes on the current sales climate, 3 months into the COVID-19 pandemic. He shares his observations on outbound and inbound sales activities, what sales reps should be doing more of right now, and how smart companies are pivoting. Chris and Justin then discuss why VP Sales are often not set up for success when starting at a new company, and Justin asks Chris about ungated content and if there is ever or will ever be a time and a place for content to be placed behind a form fill.

We covered lot's of ground in this week's Demand Gen Live. In this playback you can expect to learn: why you should take industry "best practices" with a grain of salt, Gaetano's take on lead scoring, lead handoff process optimization for your sales teams, and tactics we are seeing work on both LinkedIn and Facebook organic and paid.

“The #1 factor to a sales rep closing a lead is how good the lead Marketing sent to Sales is." Today's episode is taken from Chris's appearance on Catalyst Sale with Mike Simmons. Chris shares how he became such a prominent presence in the demand gen space. From there, they discuss biases that Sales has against Marketing, how to align Marketing and Sales to create one team, and how to create a system that educates a customer throughout the entire sales cycle.

Today we hosted Jackie Hermes, CEO of Accelity, on the State of Demand Gen podcast. We talked about activities SaaS marketers are doing today that they should not be, attribution and why that's not the problem we should be solving as marketers, and we did a lightning round to hear Jackie's thoughts on newer marketing trends.

Tune in to this recording from our in-person event with Justin Welsh this past February in Santa Monica, CA. Chris and Justin cover: -How Demand Gen has changed since 2010 and what they would do starting a demand gen function 10 years ago versus in today. -When the AE/SDR outbound model is the right move for a company -Marketing and Sales alignment and the controversial topic of whether or not to give marketers a revenue quota to share the end responsibility with Sales -How to create value during Sales cycles of all durations -Creating meaningful content for your audience on LinkedIn -Why the ways people are buying today are changing + Live Q&A

On the 11th installment of Demand Gen Live, Chris Walker and Gaetano DiNardi do another live teardown - this time analyzing a company's LinkedIn Ads. Chris shares what he would do differently if he was running them, and gives guidance for others who are looking to push content through paid social channels. As always, we hosted a live Q&A and answered product and SEO related questions. Chris and Gaetano chose one company they see doing demand gen particularly well and dove into the details, as well as with a company whose demand gen might be lacking.  Subscribe to Our Channel Here https://www.youtube.com/channel/UC0K09cBbbyOJm-LGKl59Ybg?view_as=subscriber?sub_confirmation=1

Today Chris dives into the counterpart of the familiar Sales Enablement function, Buyer Enablement, with Trent Anderson on the Leadlio Account-Based Collective. Many organizations implement a Sales Enablement function to help their sales teams go to market and convince others on their product. Flipping this function on its head and putting the buyer first equips the buyer with all the knowledge and information they need to go about their buying journey at their own speed, and lets them receive the information when and how they want it, not when and how sales wants to share it. Chris goes into detail about providing pricing information on the site, why form fills are often ineffective, and how to distribute content successfully on digital channels.

Chris joins Casey Cheshire on The Hard Corps Marketing Show to discuss common misconceptions seen in the Demand Gen space, primarily revolving around the obsession with getting more and more leads. Chris discusses why some organizations are dominated by their sales teams, how costs could be reallocated to align with overall business objectives, the power of copy and organic social, and how to be more effective with your marketing strategy.