B2B Revenue Vitals

Are skyrocketing CAC, decreasing LTV, and over-spending on ineffective demand generation tactics causing bloat in your go-to-market engine?

You're not alone 👀

Go-to-Market teams across tech and other sectors are grappling with these issues, and it's time to take control.

From this recording you'll gain valuable insights on how to navigate the complexities of GTM bloat and emerge with a leaner, more effective approach. Kyle and Chris will share their expertise and discuss practical strategies for success, including:

⚡️ Optimizing ad spend and demand generation channels to boost ROI

⚡️ Doing meaningful data analysis to decipher what strategies are truly effective

⚡️ Rethinking personnel expense & team structure for operational efficiency

⚡️ Harnessing the power of AI for smarter decision-making

In this week’s event, Chris starts by sharing his vision for 2024 as a pivotal year for mid-market companies, with a focus on the economic viability and the pivotal shifts expected in the market. He elaborates on the intricate financial benchmarks, like the Rule of 40, which can signal tough times for companies with negative growth rates. He further emphasizes the importance of optimizing go-to-market strategies, noting that many companies overlook this vital aspect in their pursuit of growth.

Following this, Chris takes a deep dive into the world of signals in marketing, differentiating between touchpoints and signals and explaining the significance of signal-based analytics in enhancing go-to-market processes. He explains how signals, unlike attribution mechanisms, are transformative catalysts for process enhancements, offering listeners a clearest pathway to reduced CAC and bumped ROI.

Chris joined the Podcast Gurus to talk about creating content and its power in the B2B space. They cover the challenges of B2B marketing and highlight important factors for growth and scalable demand gen programs.

Chris discusses the common mistakes in marketing strategies and emphasizes the importance of data for insights. He talks about practical tactics and corrects wrong ideas about marketing investments. The episode is about improving marketing strategies that meet customer expectations and current market trends. It includes SEO content and aims to clearly explain effective marketing and the role of executives.

Chris was joined by CS2’s Crissy and Charlie Saunders to do a deep dive into Marketing Operations to support measurement of Demand Strategies and Programs. They discuss key requirements to set up a measurement framework to measure the effectiveness of demand programs including pipeline sources and how to think about funnel tracking. They also answer audience questions. 

In this week’s event, Chris provides detailed information on the financial strategies of B2B companies and the problems associated with excessive go-to-market (GTM) strategies. He leads listeners through topics including demand generation marketing, company growth, and the excessive spending on sales and marketing known as GTM bloat.

Chris clearly explains the current market situation and advises companies to focus on the Customer Acquisition Cost (CAC) payback period for financial planning instead of the traditional percentage of revenue approach. He summarizes the problems with having too many specialized roles in sales and marketing, identifies typical mistakes in budgeting, and recommends a financially sound approach that emphasizes effective customer acquisition and long-term stability instead of quick growth.

Chris joined Steffen Hedebrandt live on LinkedIn to discuss what matters this year, and how it’s changed from past years. They discuss the latest breakthrough in AI-powered demand generation tools, offering a glimpse into the innovative solutions crafted at Refine Labs and Passetto. The talk pivots around essential changes in B2B marketing strategies, where Chris uncovers how building a vibrant community and fine-tuning to market feedback is more revolutionary than soaring ad budgets.

Chris delves into the specifics, arguing that the economic downturn is beckoning B2B tech companies to reassess and rigorously scrutinize go-to-market investments. He plants a flag on the importance of aligning sales velocity with market signals, articulating two fundamental shifts which are reshaping modern B2B marketing. The conversation pivots around the 'signal analytics' arena, positioning it as the future of pinpointing prime marketing opportunities while sidelining less effective, resource-intensive strategies.

Chris joined Jake live in the Austin studio to record an episode of the Pusching Limits Podcast to discuss B2B marketing strategies. They cover his background, his relocation to Austin, and explore his take on go-to-market strategies, content creation, and how sales and marketing departments are changing.

Chris underlines the necessity for businesses to adjust their strategies due to B2B buyers increasingly relying on peer recommendations instead of traditional marketing tactics. The episode focuses on the importance of understanding customer experiences and using organic content to attract and inform prospects. Chris suggests using analytics, ensuring market fit, and being financially sensible, promoting a data-informed, user-friendly, and customer-focused approach to expand businesses and redesign sales roles.

In this week’s event, Chris tackles the evolving financial dynamics within B2B SaaS and tech companies. He delves into the substantial shift in valuation metrics applied to these organizations and explores the consequent pressure this places on their go-to-market expenditures, particularly in sales and marketing. With a strong emphasis on becoming a business-savvy executive rather than remaining confined to departmental roles, Chris lays out a blueprint for rethinking investment strategies.

Following a detailed exploration of financial metrics and how they've historically influenced investment behaviors, Chris steps through his thoughts on how companies need to reallocate their budgets with a greater understanding of net new ARR versus total revenue. This episode sheds light on the urgent need to redefine the way financial decisions are made from a C-level perspective, steering away from traditional sales and marketing investments towards a more fiscally responsible approach.

The Impact of Valuation Multiples:  Chris examines how the compression of valuation multiples triggers reevaluation of sales and marketing investments in SaaS businesses.

Investing Wisely: An emphasis on investing based on net new ARR for a reasonable CAC payback period, rather than a percentage of total revenue.

Optimizing Go-to-Market Expenditures: The necessity of cutting out inefficient spending on sales and marketing to improve overall financial health.

Be a Business Leader First: Chris’s call to marketers and sales leaders to prioritize business acumen over functional roles in driving their departments' success.

Future Predictions: Insight into upcoming shifts, such as the increasing significance of founder and personal brands, and the challenges in content trust.

Chris joined the GTM Mavericks podcast to dive into the evolving landscape of B2B go-to-market strategies, highlighting the significance of signal-based selling and analytics. As a keen observer and influencer of market trends, Chris shares his experiences and introduces Passetto, a company combining technology and services to help businesses interpret data confidently.

The conversation uncovers the challenges companies face in discerning valuable signals amidst an overflow of data that often leads to ineffective investment allocation and sales team overwhelm. Chris orchestrates a deep dive into the distinctions between signal providers and signal analytics, underscoring the essence of identifying the signals that truly drive revenue and sales productivity.

Chris and host Kevin navigate the nuances of defining effective signals and the importance of correlating the right signals with high-intent actions to optimize sales team performance. As companies grapple with an inundation of data and technology offerings, Chris provides a roadmap for trimming the fat in go-to-market initiatives and reallocating resources to what truly matters.

Chris delivered a keynote at this spring’s Qualified Pipeline summit. The event kicks off by diving into Chris's motivation for transitioning from the services industry to starting a software company offering GTM strategy as a service. The discussion offers a prime opportunity for businesses to comprehend the challenges and patterns that can dictate success in digital demand.

Chris shares a candid reflection on the inefficiencies plaguing B2B companies, emphasizing a data-driven approach to revitalize go-to-market strategies. The conversation leads into the intricacies of GTM signal, stressing how reliable data serves as the backbone of successful decision-making and efficient company operations. Moreover, Chris challenges the current hype around AI in the B2B sector, advocating for a focus on fundamentals over flashy technology adoption.

In this week’s event, Chris takes a detour from tactical topics and presents an in depth examination of his journey as an Entrepreneur. Inspired by the 5 year anniversary of starting Refine Labs, Chris reflects on the ups and downs he has experienced, what he would redo or change, and how his successes and struggles have influenced his future goals.

Chris joined Jolie Shapiro on the first episode of Revenue Mind Podcast. Chris opens up about his journey as an entrepreneur, discussing the pressures of revenue leadership and the importance of a supportive company culture.

They explore tough questions about balancing high performance with mental well-being and how empathy can redefine leadership and spur growth. The conversation covers practical strategies like setting boundaries, the role of technology in mental health, and learning from failure.

This episode offers wisdom on fostering resilience in oneself and one's team. It's an essential listen for anyone in revenue leadership, providing valuable perspectives on integrating the professional and personal for holistic growth. Join Jolie and Chris for a conversation that underscores the importance of mental health in the demanding world of revenue.

Takeaways

-Mental health is as crucial as growth targets for revenue leaders.-Use technology positively to aid mental health initiatives for better business results.-View failure as a learning chance, essential for refining leadership tactics.-Own your happiness and growth for impactful revenue leadership.

In this week’s event, Chris talks through marketing budget from a new perspective. Hearing marketing leaders continue to say they don’t have enough budget to hit goals isn’t the right approach. Chris insists that regardless of budget, you do have enough - you’re just not making it work hard. On the contrary, just dumping more money into your GTM strategy without proven ROI, is irresponsible. Chris explains that the irst thing to measure is leading/lagging indicators on ROI, and then digs into the metrics on how to make your budget work better for you all around. 

Chris was joined by Navattic’s Natalie Marcotullio to explore the nuanced strategies around leveraging influencers and advisors within marketing strategies. As a topical issue amidst the dynamic terrain of B2B marketing, particularly within LinkedIn circles, their conversation sheds light on the practical implementation and tangible benefits of such programs.

The podcast delves into the conception and execution of Navattic’s Advisor Program. They discuss the critical balance between strategic advisement and influencer advocacy, stressing the importance of aligning such programs with a company's ICP. Natalie succinctly clarifies the program's structure that not only encompasses promotional endeavors but also heavily relies on strategies that guide the product's market trajectory. Further, they tackle the idea of compensation and the significant role that direct revenue sharing, alongside monthly payments, plays in cultivating a robust, engaged advisory board.

Key insights are revealed into the essential elements of nurturing these advisor relationships. This includes maintaining a manageable number of advisors, gauging direct business referrals, appreciating the value of these advisors' strategic insights as much as their promotional influence, and the critical need for multifaceted measurement to capture true ROI.

“Perfection is disguised as insecurity”

Chris joined Tanner Green on the RevSpot podcast to share insights from his business experiences and highlight how he differentiates his personal brand from his company's brand, the changes in marketing roles, and lessons learned from successes and failures.

Chris explains how Refine Labs is reshaping B2B marketing by treating it as a key driver for revenue, not just for generating leads. He talks about the importance of learning from small failures and compares the strategies for coping with stress and expectations in both sports and business. He also discusses the concept of signal-based selling and measurement and gives details on how Passetto is attempting to combine account suitability with actual buyer interest in the B2B market. They wrap up with a series of rapid fire questions.

In this week’s event, Chris presents his new framework for using signals to enhance business operations. The discussion provides an in-depth view of how to coordinate sales efforts and marketing expenditures by employing data-driven signals to predict lucrative ROI prospects.

Chris reveals an innovative approach to customer engagement through the identification of signals emitted by accounts, which are indicative of where sales energies should be concentrated to yield the highest returns. This dialogue questions the conventional methods of lead-based and account-based marketing and introduces a forward-thinking strategy that incorporates both intent and account suitability. This novel perspective is poised to significantly increase the effectiveness of sales teams and the efficacy of marketing allocations.

Chris joined Sam Nicholson on the Untold Insights Podcast to chat about navigating the integration of sales and marketing strategies grounded on customer-driven data analysis. The discussion focuses on the complex aspects of market engagement navigated by businesses today. Chris provides an expert analysis of the innovative strategies that are leading to success in the field.

Chris highlights the critical shift in B2B marketing that occurred in 2017 when corporate leaders began acknowledging the essential role of marketing in the expansion of their companies. He asserts that the most significant challenge currently facing B2B companies is the mastery of go-to-market data and analytics. By advocating for both efficiency and effectiveness, Chris elaborates on the method of differentiating between assumptions and legitimate insights by meticulous evaluation of existing data. His examination has unearthed substantial findings, including the identification of extensive financial waste in Google Ads and various other notable inefficiencies.

Chris joined Timy Van Roy to discuss his career trajectory and the decisions that paved his path from engineering to entrepreneurship. Chris sheds light on the motivations and mindset behind his progression. The episode delves into Chris’ move to Austin, the cultural dynamics of the city, and how the change in environment has positively impacted his life and work.

After outlining his journey from an engineer writing code in a lab to running and growing companies, Chris shares eye-opening perspectives on the roles within a business and the importance of aligning one’s skills with the tasks at hand. He candidly speaks about the emotional roller coaster of entrepreneurship, his key learning experiences, and what it means to truly embrace success.

The conversation with Chris captures invaluable lessons on resilience in the face of business obstacles and the personal growth that comes from such experiences. He highlights the crucial act of aligning ambition with action and speaks to the power of experiencing - and learning from - business setbacks.

In this week’s event, Chris hosts a dynamic conversation about the rapidly evolving concept of signal-based selling and its impact on the sales and marketing landscapes. The discussion uncovers the shifting paradigms in customer engagement, highlighting the importance of capturing and utilizing buyer signals to refine and optimize go-to-market strategies.

As the episode unfolds, Chris Walker and other contributors offer a deep dive into the life cycle of category development, emphasizing the journey from defining a category to reaching its maturity in the market. This episode specifically marks the relevance of being in the early stages of signal-based selling, exploring its nuances and potential as an untapped dimension of sales data. By examining practical scenarios and underlining the contrast between traditional and innovative approaches, listeners are guided through understanding the criticality of intent alongside account fit.

Chris joined Kelsey Voss to talk about B2B event marketing with insights on its evolution post-pandemic. The conversation blends expert opinion and research to dissect the effectiveness of in-person events, the undeniable rise of digital alternatives, and the best practices for measuring go-to-market strategies. 

Chris challenges the traditional B2B marketing playbook, pointing out the emotional versus rational decision-making that often drives substantial investments in trade show booths. He emphasizes the importance of scrutinizing marketing strategies with data-driven insights to identify true ROI. Additionally, he discusses the transformative power of direct relationships with customers, bypassing third-party mediums to increase margin and scale.

Throughout the dialogue, a key refrain surfaces: the need for foundational consumer insights to inform compelling content that genuinely resonates with B2B customers. Chris passionately argues for a shift towards standardized go-to-market reporting and the significant potential of recurring, high-value digital events to eclipse expensive physical trade show presences.

Chris joined Julian Walls on an episode of Pulse, to zero in on the transformation of B2B buying behavior and what this means for businesses trying to stay ahead. The discussion illuminates how businesses can adapt and thrive amidst these transformations. Chris shares his extensive experience and knowledge, unpacking how companies can effectively reach their target audiences using modern go-to-market strategies.

Over the course of the episode, Chris emphasizes the shift in B2B buying patterns in recent years and introduces the concept of 'dark social' - channels where B2B customers gather information that doesn't generate traditional intent data or trackable metrics. He provides valuable insights into how buyers now favor these platforms for their trustworthy content over traditional sales approaches. Chris also differentiates between buyer enablement and self-service in B2B, arguing that companies need robust strategies to provide buyers with the necessary information to make independent purchasing decisions.

In this week’s event, Chris and Sidney dive into the advancing horizon of B2B go-to-market strategies, highlighting the shift towards a more integrated and data-driven approach. They share invaluable advice on how organizations can effectively align their sales and marketing departments, prioritize account-based management, and most importantly, harness the power of signal-based selling.

The conversation pivots around the need for businesses to transition from a linear lead-based progression to a more dynamic signal-based model. Chris emphasizes the significance of tracking and analyzing buyer intent signals within CRM systems as a key driver for engagement and sales efficacy. The pair also discuss upcoming events and feature guest appearances by industry experts who are set to share their specialized knowledge on various aspects of marketing and sales operations.

Chris joined Dan Stillgoe and Phil Vallender on the Demand Decoded podcast to to decode modern B2B go-to-market strategies.

As an innovator in B2B go-to-market, Chris shares an inside look at his journey to developing a modern approach to demand gen.

He dives into the biggest problems plaguing B2B marketing today, including where companies waste budgets and where they should strategically invest more. Chris highlights a major opportunity for forward-thinking marketers to make an impact right now and shares some honest thoughts on the role of outbound marketing in an effective go-to-market engine.

Chris joined Chris Burns and Dustin McClone on the Hustle Nation Podcast to cover his transition from an entrepreneur to a luminary in B2B marketing. Chris shares the evolutionary path of his career, discussing the shift from generating superficial leads to creating substantial demand that translates into genuine customer interest. He staunchly advocates for marketing efforts that prioritize buyer education and execution on data-driven signals, over chasing dead-end leads. The rapport built through enlightening narratives offers listeners a treasure trove of strategic wisdom, illuminating a path for businesses to achieve amplified growth and resonance with their target audience.

In this week’s event, Chris peels back the layers of B2B go-to-market strategies, revenue operations, and the often debated topic of benchmarking in marketing operations. The discussion delves into the potential pitfalls of industry benchmarks, the intricacy of marketing and sales integration, and the evolving landscape of data architecture within CRM systems.

Chris challenges the accuracy and usefulness of common industry benchmarks and advises listeners on more effective ways of measuring and reporting go-to-market success. Guests and contributors share observations and pressing questions on topics ranging from the role of SDRs in creating value, the impact of marketing on revenue, to the strategic decisions behind event participation. The episode is rich with insights on making B2B marketing more data-driven, customer-centric, and aligned with today's digital-first landscape.

Chris joined Joran Hofman on the “Grow Your B2B SaaS Podcast” to talk about decision confidence in B2B marketing and GTM strategy. Chris's insights serve to upend traditional marketing practices, critically questioning the efficacy of siloed teams and outdated analytics in a modern, integrated go-to-market environment.

Several key themes emerge from Chris Walker's discussion. Initially, he emphasizes the pitfalls of a siloed approach to GTM where marketing, sales, and SDRs operate independently without cohesive data to back strategic decisions. As Chris outlines the must-haves for future-proof GTM strategies, he stresses the importance of unified analytics and a customer-centric ethos as pillars of scalable business growth. He further critiques common analytics missteps and proposes a robust framework for SaaS companies to navigate a markedly dynamic marketplace.

Chris was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace. 

Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The episode further explores metrics and KPIs vital in gaining executive alignment during marketing transformations, demonstrating the practical aspect of transitioning strategies without overwhelming the organization.

In this week’s event, Chris covers the intricacies of B2B marketing, focusing on critical areas such as go-to-market digital demand, revenue operations, and trends shaping the industry. In this engaging episode, Chris discusses the misunderstood realm of Revenue Operations (Rev Ops) and challenges the conventional setups that might impede marketing efficiency and overall go-to-market strategies.

The conversation explores various structures of Rev Ops within different companies, highlighting the pros and cons of centralized versus distributed functions. Chris questions mainstream methods like multi-touch attribution and encourages listeners to adopt a more holistic view—one that truly aligns with customer buying behavior and company interests.

Key themes unpacked in this episode include the necessity for foundational data standards, the distinction between multichannel signals and multitouch attribution, and the role of Rev Ops in executing strategic versus tactical initiatives.

Chris joined Jared Fuller and Isaac Morehouse on the Nearbound Podcast to dive into the modern landscape of B2B Go-To-Market. As an expert in go-to-market strategies and digital demand, Chris brings to light the evolution of buyer behavior, the growing importance of trust, and the dynamics between traditional and contemporary marketing techniques. Our conversation delves deep into how B2B companies can navigate and capitalize on these changes for optimal growth and customer acquisition.

The episode uncovers the shift from a “how economy” to a “who economy,” emphasizing the relevance of trust and relationships over mere information overload. Chris elaborates on the significance of understanding how buyers source their insights and make purchasing decisions, highlighting the role of key opinion leaders, evangelists, and influencers in shaping buyer preferences. Furthermore, the discussion challenges conventional marketing metrics, advocating for a paradigm shift in attribution models to truly capture the impactful touchpoints in a customer's journey.

In this week’s event, Chris dives into the rapidly evolving landscape of Product-Led Growth (PLG) and how it intersects with traditional sales-led approaches. Chris Walker, a seasoned expert in the space, delves into the latest trends and firsthand observations that challenge the predefined notions of PLG's necessity in today's economic climate.

Product-Led Growth, once revered as the indisputable pathway for software companies, faces scrutiny as Walker shares real-world instances where pulling back from PLG motions proved advantageous. He articulates the results of meticulous analyses, indicating that a hybrid PLG and sales-led model may divert valuable leads, prolong sales cycles, and inflate customer acquisition costs. With a blend of passion and precision, Walker lays out the data-backed rationale for companies to reassess their go-to-market strategies, emphasizing the urgency of meeting forthcoming revenue targets.

Chris was joined by Sam Kuehnle of Loxo to talk about optimizing digital marketing strategies, with a specific focus on Google Ads in the B2B space. The dialogue delves into the common pitfalls many B2B companies face, such as overspending on paid search and the lack of granular ROI assessment for their digital ad investments.

Chris and Sam dive deep into the value evaluation of Google search as a marketing channel for B2B companies. As they dissect the efficiency of paid search strategies, they offer practical advice on how businesses can reassess their ad spends in light of increasing costs and diminishing returns. The episode provides a meticulous breakdown of analyzing and reallocating budgets for maximum ROI—ensuring each marketing dollar is invested where it counts.

In this week’s event, Chris revisits his conversation with Crissy and Charlie Saunders, conveying the critical role of precise CRM framework in heightening a company's analytics and decision-making capabilities.

In our pursuit of clarity and actionability in pipeline modeling, we explore the common struggles marketing leaders face when manually interpreting data through spreadsheets, and propose a transformative solution — a custom CRM object. Building upon the core concept of intelligently structuring data, Chris emphasizes the distinction between pipeline modeling/diagnostics and multitouch attribution, offering insights into the impactful ways refined data management can drive go-to-market growth. 

Chris joined Finn Thormeier, Founder of Project 33, on the Founder Led Marketing Podcast to chat about the intricacies of thought leadership strategies, especially highlighting the significant role an active CEO can play in company growth through social media engagement. The podcast offers an in-depth analysis and valuable insights on the transformative power of LinkedIn and other organic content channels for B2B companies.

The conversation uncovers a critical discourse on the traditional and emerging paradigms of measuring marketing efficacy in B2B organizations. Chris shares his visionary take on digital marketing, emphasizing the need for strategic flexibility and insight-driven decision-making. The discussion further touches upon the potential pitfalls and benefits of CEO-driven content creation, offering listeners an unusual glimpse into the high financial and brand impact of such endeavors.

Chris was joined by Charlie and Crissy Saunders of CS2 Marketing to talk through the intricacies of funnel architecture versus attribution. The conversation spotlights the foundational importance of understanding how funnel tracking sets the stage for a company's go-to-market success, transcending mere marketing analytics.

The discussion provides a nuanced exploration into the stark differences between funnel tracking and multitouch attribution. While both concepts play vital roles within a company's data-driven decision-making processes, they each serve distinct purposes. Chris, Charlie, and Crissy dissect common missteps companies face, emphasizing the need for a strong, actionable understanding of buyer progression and sales optimization.

Key takeaways include transformative operational insights that extend beyond marketing. From SDR strategies to sales team performance, the trio highlights how a well-designed funnel can illuminate pathways to improved ROI and pipeline development. By capturing the essence of how leads, opportunities, and sales activities intertwine, listeners will grasp how these insights are crucial in elevating their go-to-market strategies to new heights.

Chris joined Blake from Marketerhire to talk about the evolution of go-to-market (GTM) analytics and operating models for B2B companies. Chris provides listeners with an immersive commentary on how the market dynamics have shifted and why certain methodologies are falling short of effectively driving business growth.

Revealing the intertwined relationship between company analytics and executive decision-making, Chris articulates why it is essential to view marketing, sales, and customer success as a single, unified go-to-market team. By dissecting the disconnects amongst departments, he sheds light on a more integrated approach, emphasizing a customer-centric model as the key to unlocking immense growth potential.

In the third episode of the new series, Chris hosts a critical conversation around outbound marketing's evolving landscape. This session dissects the status quo of outbound efforts, the questioning of the SDR model's efficiency, and the pressing need for data optimization—a shift that is redefining businesses' go-to-market strategies. Encouraging listeners to look beyond the conventional marketing measurements, Chris advocates for a more connected and data-centric approach toward all pipeline activities.

Chris insists on the importance of identifying and acting upon the "signals" indicating buyer intent. He explains that understanding these signals is essential for optimizing the SDR function and investing in go-to-market strategies effectively. The episode's insights underline how go-to-market professionals can leverage their skills to transition into roles with greater strategic impact, such as shaping overall go-to-market strategies. Moreover, Chris emphasizes the impending influence of AI, projecting a future where low-value tasks become automated and the role of SDRs dramatically alters.

Chris was joined by Senior Director of Demand Generation, Matt Sciannella, to unpack the intricacies of connected TV advertising. The discussion kicks off with a brief introduction to connected TV and the Refine Labs team's hands-on experience with the channel. This episode stands out as a master class in effectively leveraging connected TV as an additional channel within the digital marketing mix.

Matt emphasizes the importance of creative content in making connected TV ads successful, highlighting common pitfalls and essential details that businesses must consider. Chris and Matt deliberate on how to repurpose existing product marketing content to suit the unique demands of connected TV, including the significance of pinpoint targeting and insightful analytics to measure the impact.

In the second episode of the new series, Chris and guests explore contemporary topics in B2B marketing with a focus on demand creation strategies and the impact of connected TV advertising. Kicking off with a crucial clarification regarding demand creation and personal business matters, Chris sets the record straight on his integral role in Refine Labs and the fundamental existence of demand creation in marketing.

Following the introductory context, the discussion transitions into actionable marketing insights. Learn about the various triggers that initiate customer acquisition in the digital landscape, the nuanced approach to using advertising budgets, and the future trajectory of marketing media utilization. With a detailed exploration of connected TV as an emerging channel and a rebuttal to common misconceptions surrounding contemporary demand generation tactics, the episode offers a plethora of strategic advice catered to marketing professionals seeking to stay ahead of the curve.

Chris was joined by Exit Five’s Dave Gerhadt to talk about how Social and Community can help create demand. The insightful conversation kicks off with an overview of how companies can leverage communities and influencer partnerships to diversify their marketing strategies beyond LinkedIn and Google paid budgets. This episode promises to arm listeners with unconventional yet practical tips to take their digital strategies to new heights.

Through an enlightening dialogue, Walker and Gerhardt explore the nuances of creating and nurturing owned company communities. They discuss the success metrics that truly matter and the distinctions between communities as stand-alone entities versus those adjunct to SaaS companies. The second part of the episode pivots to unpack the emerging roles of influencers, or key opinion leaders, in the B2B sector. The duo sheds light on the symbiotic nature of these partnerships and the importance of authenticity and strategic alignment. Insights into LinkedIn's algorithm changes and content distribution strategies pepper the conversation, providing a grounded perspective for B2B marketers aiming to make their mark in an increasingly crowded digital space.

Chris was a guest on the Marketing Dribble podcast, hosted by Jonny Kenyon and Rob Boyle, to talk about Account-Based Marketing. The show starts with an enlightening prelude where he sets the scene for a comprehensive discussion, addressing the pivotal aspects of ABM such as account selection, tiering, and the tactical execution that drives technology, advertising, and outbound efforts.

Chris lays down an analogy comparing go-to-market strategies to manufacturing operational efficiencies, highlighting the waste and lack of synchronization in conventional marketing efforts. He stresses the need for a collective approach, championing a phased strategy that encapsulates creating demand, capturing intent, converting pipeline, and account expansion. Throughout the episode, the conversation swivels seamlessly into the intricacies of ABM and how businesses, irrespective of their acknowledgment, leverage some form of this strategy.

In the first episode of the new series, Chris and guests cover creating demand, capturing intent, converting pipeline, and expanding accounts. Led by Chris Walker, the latest discussion unpacks a nuanced take on shifting from traditional lead gen to more sophisticated demand gen strategies, influenced by hard data and innovative approaches.

The conversation gravitated towards the art of balancing investments across the customer lifecycle, where Chris introduced a groundbreaking shift from department-centric to buyer-centric pipeline sources. With the touch of a strategist, the distinctions between creating demand and capturing intent were deeply explored, revealing a rich perspective on marketing's evolution beyond siloed analytics towards a seamless go-to-market vision. His insights resonate with an industry acutely aware of the need to refine marketing budgets and tactics, ensuring everything from webinars to SDR outreaches is measured against the modern buyer's journey.

Chris Walker joins Chris Roche on the Acronym Podcast to discuss his transformative journey from his roots in electrical engineering to the echelons of B2B marketing entrepreneurship. Tune in as Chris delves into the trials and triumphs of the first twelve months at the helm of Refine Labs, offering inspiring insights for marketers aspiring to venture into the entrepreneurial landscape.

Throughout the conversation, Chris highlights the importance of aligning go-to-market strategies with changing B2B dynamics and the role of marketing as a comprehensive business strategy. He also touches upon the pivotal moments when he opted to channel his marketing expertise into a standalone venture and the methodologies that allowed him to outpace traditional employment returns in a mere 90 days. The episode is a treasure trove of wisdom for marketers looking to make their mark in the realm of consulting and agency growth.

Chris was invited to speak with the marketing team at Workleap, in a fireside chat session led by Michelle Mercier, VP of Marketing. He starts by discussing the changing landscape of buyer behavior and trends in B2B marketing. Then, he emphasizes the shift in power to buyers, who now have access to more information and rely less on direct interactions with sales teams. Chris highlights the importance of understanding customers and their needs, as well as the need for marketers to adapt to the evolving buyer journey. He also discusses the limitations of traditional attribution models and the need for a more holistic approach to measuring marketing effectiveness.

Chris Walker joins Alex McNaughten to usher in the new year with a blend of professional updates and deep dives into the complexities of B2B go-to-market strategies. Kicking off with personal announcements, Chris sets the stage for a detailed exploration of the challenges confronting B2B firms in the ever-evolving digital marketing scene. As Chris unveils plans for his portfolio of companies, the conversation shifts toward critical aspects of analytics and go-to-market strategies that B2B companies grapple with. Chris shares his experiences and the discerning perspectives gained from providing consultancy services. He breaks down the misalignments between modern customer behaviors and traditional business strategies, offering listeners an array of appealing and intuitive insights into refining B2B operations.

“Learning is what powers earning and impact.”

Chris was asked to speak to the team at Quinyx for their Fireside Chat led by Johanna Fagerstedt. They start with some insightful rapid-fire questions, discuss Chris’ journey through the ideas of and away from the term Demand Generation. He explains how splitting things into Demand Creation and Demand Capture helps to break the process into “objective” and “goal” when looking at the bigger picture. They also discuss what makes a great leader, Chris’ thoughts on All-Bound, answer listener questions, and more!

Chris was asked to speak to the team at Recruitee for their Inspiration Session led by Anne Smink. They covered a wide range of insights on the process of switching from a Lead Gen to Demand Gen Strategy, including:

• SEO: What skills does a team need to level up or focus on to improve demand gen strategy, and how to measure SEO impact

• Product Launch: how to fit launching a product into Demand Gen Execution

• Managing Expectations: Short term versus long term goals and results 

• Finding Balance: if a team that tracks leads should forget lead gen altogether in favor of demand gen, or create a balance of tracking and maintaining some gated content

• Content Creation: how to utilize a two person team to effectively create and repurpose content 

With new listeners coming in every day, we wanted to highlight a couple of the most important episodes of 2023!

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Chris joined Ricky Sevta and Sean Diljore on the Sassy Talk podcast to share his insights on demand capture, demand creation, and revenue operations for early-stage B2B companies. He emphasizes the need for a data-driven approach to marketing and go-to-market strategies, highlighting the importance of using large-scale aggregated data to inform decision-making.

Chris also discusses the disadvantages of the traditional MQL hamster wheel model and the need for a new operating model that is continuously updated based on data and insights. He explains how the traditional MQL SQL model is subjective and lacks data-driven decision-making, and suggests that companies should focus on performance-based objective data to determine the stages of the revenue process. Chris highlights the challenges faced by companies as they scale and the importance of finding efficient and effective ways to drive growth. He also emphasizes the need for early-stage founders to prioritize marketing and demand creation in order to accelerate growth and reach their target market. Additionally, Chris discusses the importance of pricing and how it should be listed on the website based on customer preferences and feedback.

Key Takeaways:

-The traditional MQL SQL model is subjective and lacks data-driven decision-making.

-Companies should focus on performance-based objective data to determine the stages of the revenue process.

-The current influenced revenue model often leads to analysis paralysis and hinders strategic decision-making.

-Early-stage founders should prioritize marketing and demand creation to accelerate growth and reach their target market.

-Pricing should be listed on the website based on customer preferences and feedback.

With new listeners coming in every day, we wanted to highlight a couple of the most important episodes of 2023!

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Chris was invited to join Stijn van Willigen and Bart Snijders on the Sprints and Sneakers podcast, to discuss the importance of data-driven marketing strategies in B2B growth. He emphasizes the need for companies to focus on the right data and metrics to drive revenue and make informed decisions. He also highlights the shift towards a more scientific and data-driven approach in marketing and the need for companies to adapt to changing buyer behaviors. Chris shares insights on the evolving role of sales and the importance of aligning marketing and sales teams. He also discusses the impact of AI on marketing and the potential risks and opportunities it presents. Chris emphasizes the importance of creating content in the format that consumers prefer, such as short-form videos, and leveraging platforms like TikTok and YouTube Shorts. He concludes by discussing the need for companies to have a higher purpose beyond just profits and the importance of aligning marketing KPIs with overall business goals.