Chris joined Mike Simmons on the Catalyst Sale podcast to talk through the importance of setting the right foundation in order to make marketing to revenue achievable. They discussed how to go about attacking a market where there's a lot of noise, scenarios in which marketing fails, the necessity of customer feedback, and quantifying the impact of speed in marketing. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on...
Feb 05, 2021•59 min
Today marks our 100th episode on the State of Demand Gen podcast! Thanks to all our subscribers, listeners, guests and the team behind the scenes for setting us up for success. Chris Walker and Megan Bowen hosted Demand Gen Live last night and dove into a few key topics - (1) Transitioning from Lead Gen to Demand Gen, (2) Why Direct Attribution Fails on Paid Social, and (3) Why Building an Effective, Sustainable Demand Engine Takes Time. They followed the scheduled agenda with a 1.5 hour long AM...
Feb 03, 2021•2 hr 1 min
Rand Fishkin (Co-Founder & CEO, SparkToro) joined Chris Walker the other day to talk about his book Lost & Founder and break down his article “ Something is Rotten in Online Advertising .” They talk about what you can do with your marketing dollars outside of paid advertising, the cost of optimizing for the wrong metrics, running effective ads, and building a product and brand that people love....
Jan 31, 2021•53 min
Patrick Campbell (Founder & CEO @ ProfitWell) joined Chris Walker on State of Demand Gen to break down his content journey at ProfitWell and share his recommendations for content creation and distribution.
Jan 29, 2021•41 min
Chris and Megan hosted another Demand Gen Live and set the high level agenda with The truth about website Content Experience Platforms and What parts of B2B marketing can be outsourced. The majority of the installment was geared towards the live AMA where they answered questions about case study distribution on paid social, thought leadership, how to evaluate a data-savvy marketing ops professional, and Google Ads. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. ...
Jan 27, 2021•1 hr 41 min
We hosted our first Demand Gen Expert Session with Chris Walker and Gaetano DiNardi (Director of Growth Marketing @ Nextiva) and jammed for an hour on demand gen, performance marketing, and content. More specifically, we covered YouTube SEO & pre-roll ads, the CRO function as it relates to marketing, why you don’t need an expensive attribution modeling tool, and why exact match for PPC should rarely be used. We also covered how to repurpose excess sales resources and live chat vs. chat bots.
Jan 23, 2021•59 min
During last night's Demand Gen Live we set the stage with a few key topics: How to think about content quality, What parts of B2B marketing can be outsourced, and Early findings on testing intent data. We then opened the floor and answered questions in regards to podcasting and SME content creation, Google removing third party cookies, intent data, and the impact of privacy restrictions on ads. To register for our Demand Gen Expert Session with Gaetano DiNardi on Thursday 1/21 at 12pm EST, click...
Jan 20, 2021•1 hr 44 min
Nick Bennett (Director of Field Marketing @ Logz.io) joined Chris Walker on State of Demand Gen to talk about what field marketing is and how he sees it playing a part in demand as a whole. They also discussed KPIs for field marketing, how the team is typically structured, the importance of understanding functions outside of marketing, and the future of the CMO and CRO roles. To register for our Demand Gen Expert Session with Gaetano DiNardi on Thursday 1/21 at 12pm EST, click here . For more co...
Jan 18, 2021•45 min
We broke a record last night for the longest Demand Gen Live to date! Thank you everyone who submitted questions in advance and live. We talked about everything from how to make entertaining & engaging content to what metrics should be used to measure growth at various stages of the funnel. To register for our Demand Gen Expert Session with Gaetano DiNardi on Thursday 1/21 at 12pm EST, click here . To register for future Demand Gen Live sessions, click here . For more content, subscribe to S...
Jan 13, 2021•1 hr 57 min
Chris joined Ryan Baker (VP of Digital Strategy @ 417 Marketing) on the 417 Marketing Podcast to talk about the importance of brand activities that cannot be directly attributed to revenue. They talked about marketing sourced qualified pipeline and revenue as a metric, the difference between brand and branding, and why playing the long game helps you get better results in the short-term as well. Chris also shared his insights on qualitative metrics and how to get feedback without asking for it. ...
Jan 11, 2021•54 min
For this episode we recorded a call Chris held with a couple new podcast hosts. They asked him questions about all the things including recording logistics, guests, branding, finding your niche, process, and distribution. "Especially at the beginning, your content and distribution is far more important than what mic and camera you're using." For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube....
Jan 10, 2021•39 min
We kicked off the first Demand Gen Live of 2021 last night on Zoom and were joined by several new and returning faces. We covered Chris Walker's 2021 B2B Marketing Predictions, International Demand Gen, The Future of the SDR role, and a handful of questions submitted in advance and live by our audience. Submit any questions you want us to cover next week to DGL@refinelabs.com and register for the series here: https://zoom.us/meeting/register/uJIpdO-vqDsoxeNkHjM_AAG9HFI9m9SKGQ For more content, s...
Jan 06, 2021•1 hr 23 min
"Removing channel attribution inside of social channels is absolutely required in B2B companies moving forward." Today we tried out a new format and had Chris go deep on a topic that was top of mind. He talks about how much better your marketing can be if you strip away the need to attribute leads to specific channels. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube....
Jan 03, 2021•13 min
Last night we hosted the last Demand Gen Live of 2020! Chris Walker and Megan Bowen talked through content creation, pipeline marketing, conversion tracking, and paid ad variations. As always, we hosted a live AMA as well. We're kicking off the 2021 Demand Gen Live series next week and whether you're a first timer or a returning guest, you'll want to register here to get it on your calendar: https://zoom.us/meeting/register/uJIpdO-vqDsoxeNkHjM_AAG9HFI9m9SKGQ For more content, subscribe to State ...
Dec 30, 2020•1 hr 22 min
In the midst of the holidays we gathered 30 marketers on Zoom to resume our second to last Demand Gen Live installment of the year. We set the agenda with Why only having a small budget to start is an advantage, Why didn't a SaaS company start Thursday Night Sales or Demand Gen Live, and Important considerations when transitioning from Sales-led to Product-led. Thanks to the questions that were submitted ahead of time, we also went into depth on the iOS update's implications on Facebook ads, suc...
Dec 23, 2020•1 hr 10 min
We hosted another AMA using the questions you've asked us on LinkedIn. Listen in to hear Chris’s answers in regards to podcast advertising, why all MQLs are NOT created equal, what types of ads you should run instead of Get a Demo ads, and converting high-intent leads. We'll be running with this format one more time before the year ends. If you have any questions you want us to answer either here or on Demand Gen Live, submit them to DGL@refinelabs.com. For more content, subscribe to State of De...
Dec 20, 2020•27 min
We opened up the chat to questions early this week on Demand Gen Live with Chris Walker and Megan Bowen. They answered questions regarding Facebook audience targeting and campaign structures, podcast distribution, and how to measure marketers if not on channel metrics. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.
Dec 16, 2020•1 hr 15 min
We’ve been getting a ton of questions submitted via email and on LinkedIn and are trying out this new format to keep up with the volume. In this session we answered questions about what marketers should be doing instead of virtual trade shows, why the traditional webinar as we know it is outdated, and how to get executives on board when experimenting with brand activities. If you have questions you’d like Chris to answer, send them to DGL@refinelabs.com
Dec 15, 2020•31 min
"Whether or not your content marketing will be successful comes down to your INTENT." On this installment of Demand Gen Live Season 2, Chris and Megan talked about why direct response demo ads don't work, why Google gets more credit than it actually deserves, and how to choose the right company to work for as a demand marketer. We opened up the floor to a live AMA and answered questions relating to intent, paid social targeting, retargeting, and organic content.
Dec 09, 2020•1 hr 24 min
Chris was interviewed by Luigi Prestinenzi (Co-Founder and Head of Growth @ Sales IQ Group) on the Sales IQ podcast. They talked about how important it is for marketers to have sales conversations and frame results to your executives to get things done. Chris also talks about how not all MQLs are created equal and how different lead sources close at vastly different rates.
Dec 06, 2020•39 min
Chris Walker was back for Demand Gen Live this week and co-hosted the installment with Megan Bowen. They covered: Key steps Refine Labs took to create market demand; How marketers can develop business acumen; and Why changing from lead-based to account-based may not fix your marketing. We also hosted a live AMA and answered questions submitted live and in advance from our audience. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out...
Dec 02, 2020•1 hr 47 min
Chris Walker hosted Cassidy Shield on State of Demand Gen to talk about marketing in 2021. The pandemic has forced companies to focus on CREATING demand, not just capturing it. Cassidy shared his insights on how they know what’s working and what’s not, and how to reevaluate current channels and repurpose them for new objectives.
Nov 29, 2020•45 min
"If you can figure out how to scale culture, it will be way easier for you to win." Chris hosted Kyle Lacy (CMO of Lessonly) on State of Demand Gen. They jammed on how to measure your demand team, getting rid of the lead goal, ditching metrics when it comes to brand activities, and scaling culture. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.
Nov 23, 2020•49 min
"Market the way you buy." Daniel Murray hosted Chris Walker on The Marketing Millennials podcast the other day. They talked about how buyers have changed over the past 10 years, what it really means to be buyer-centric, what marketers should be measuring and reporting on, and the only 2 cases in which Chris will run direct response campaigns. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube....
Nov 21, 2020•53 min
Chris Walker and Megan Bowen hosted Demand Gen Live again and tackled several detailed questions submitted in advance and live from our audience. Some of the topics we covered include: Why you should stop measuring marketing influenced revenue; LinkedIn spam; Marketing regression; How to create true buying intent; and Why not all MQLs and SQOs are created equal. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on Link...
Nov 18, 2020•1 hr 22 min
Sangram Vajre, Co-Founder at Terminus, joined Chris Walker on State of Demand Gen to go into more detail about ABM - specifically tips for better execution and measurement. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.
Nov 14, 2020•52 min
On last night's episode of Demand Gen Live we hosted a live AMA and tackled topics such as: How to balance Brand and Performance, Measuring the effectiveness of LinkedIn and Facebook advertising, the LinkedIn algorithm and content distribution. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.
Nov 11, 2020•1 hr 28 min
James Hounslow, host of the Tech Sales Influencers podcast, interviewed Chris Walker the other week. They talked about what sales leaders who are focused on top of funnel should be doing to be most effective, how changes in the marketing department can have negative downstream effects, and how to command your buyers' attention in a way that provides value and changes perception. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Re...
Nov 09, 2020•46 min
Chris and Megan powered through another Demand Gen Live last night to discuss the differences between Capturing Demand and Creating Demand. We also answered questions submitted in advance and live about: Assignments during the recruitment process for Director+ level roles; Podcasting in a saturated market; What creative works best for paid social campaigns; and How to get customer feedback as a marketer. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of ju...
Nov 04, 2020•1 hr 31 min
Josh Wagner (Head of Partnerships @ LeadMD) joined Chris Walker for a short session on State of Demand Gen. They deep dive into Account Based Marketing (ABM) to discuss how it originated and has been used well, and poorly, especially in the B2B SaaS space. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.
Nov 02, 2020•31 min
