Sam Kuehnle, Director of Demand Gen @ Refine Labs, hosted a Back to Basics session with Chris Walker about the buyer experience. They talked through the importance of reverse engineering your own buying process by challenging the ways people have previously done things and mapping the journey back to how people buy things today. Keep yourself honest by asking yourself when the last time a tactic you are currently employing worked on yourself. Sam and Chris talked through some of the most common ...
Apr 16, 2021•34 min
Chris Walker and Megan Bowen host this week's episode of Demand Gen Live. This episode covers some new topics in depth: Strategy: 1. Why most companies don't create demand 2. How to use data to actually improve marketing performance 3. Just because it's inbound doesn't mean it's a good marketing strategy 4. It's' time to rethink what a website is for Paid Social Deep Dive: 5. Copy in the creative is the #1 variable that determines whether or not your ad is successful 6. When to invest in a targe...
Apr 14, 2021•1 hr 20 min
Chris joined our good friends at Sweet Fish Media on the B2B Growth Show to talk about the difference between lead generation and demand generation. Chris shared his thoughts on why the idea of a funnel can be misleading when thinking of a modern buyer’s journey. They also discussed the differences between sales led and product led marketing and what steps a marketer could take to propel their career.
Apr 11, 2021•25 min
Collin Cadmus, Founder of Collin Cadmus LLC, joined Chris on the podcast to dissect his recent LinkedIn post that started with "Marketing is more important than sales." They discussed the importance in investing in building out your marketing team before scaling your sales team, and the challenges of rebalancing both teams when you've over-hired for sales. Collin shared the signals to look out for to tell you that you have too many sales reps. Marketing is the foundation for sales, and it's easi...
Apr 09, 2021•30 min
This week on Demand Gen Live, Chris Walker and Megan Bowen broke down the difference between marketing sourced revenue and marketing influenced revenue, and which you should be focusing on. They also talked about how word of mouth amplified your marketing and the role of email nurture in B2B marketing and how to nurture prospects by other distribution means. After covering the agenda, Chris and Megan answered questions in regards to nurture campaigns, LinkedIn paid ads, and the importance of hav...
Apr 07, 2021•1 hr 5 min
Chris Walker joined Andy Paul on the Sales Enablement Podcast to talk about why marketing gets stuck, and how to get unstuck. They talk about making space for innovation, closing the gap between how buyers are buying and how businesses are being run, the importance of qualitative feedback, and why the fear of the unknown is ruining marketing and sales strategies.
Apr 05, 2021•47 min
Dave Gerhardt, CMO at Privy, joined us for another live session to dive into the power shift from sellers to buyers and how that affects your marketing strategy. Half of their session consisted of a live AMA in which they answered questions in regards to: questions marketers should be able to answer about their customers, solutions to podcast & organic content roadblocks, the key players for each type of marketing team, the importance of consistency, and getting executive buy-in for organic ...
Apr 02, 2021•59 min
Last night we celebrated the one year anniversary of Demand Gen Live! We hosted a special episode and had some of our loyal community members share their success stories as they related to the impact Demand Gen Live has had on their careers. Chris and Megan also answered questions revolving around topics like: when it makes sense to move towards being a specialist over a generalist, what to look for when hiring demand marketers, personal branding, and moving from typical lead gen activities to m...
Mar 31, 2021•1 hr 23 min
Chris Walker joined Nick Bennett on the Rep Your Brand podcast to talk about the impact of having a strong personal brand on your business. He shares that everyone has a personal brand, whether they think they do or not. If there are inconsistencies between who you are and what you say, you are diminishing your brand. Chris and Nick unveil the misconceptions behind sharing content openly on social platforms as well as the positive repercussions doing so can have, especially in the B2B SaaS space...
Mar 28, 2021•35 min
Andy Raskin joined us on State of Demand Gen to break down what he means when he talks about Strategic Narrative. He shares that the companies that are winning now are powered by a strategic narrative, which is more than just marketing and sales. It’s a story that guides actions at a company across all departments. Andy and Chris also talk about what you can learn from a movie that can be applied to your company’s pitch, the role customers play in the strategic narrative process, and how refinin...
Mar 26, 2021•38 min
Chris Walker and Megan Bowen started off this week's Demand Gen Live with recommendations for hosting micro events once it is safe to do so again. They shared the start to finish strategy, which includes using the content from the event itself as a fresh content pillar. Chris also shared his thoughts on marketing attribution, dove into some marketing automation and tactical paid social questions, talked about using data to optimize conversions, and shared his take on why smart companies will sta...
Mar 24, 2021•1 hr 12 min
Dave Rigotti, Founder of Inflection.io joined us on State of Demand Gen to talk about common misconceptions when it comes to product led growth. Dave and Chris discuss the role marketing plays and how a company can prepare to switch from sales led to product led. They also touch on ABM and how a company should go about building their list.
Mar 21, 2021•39 min
We’re back with a second episode of Back to Basics, this time featuring Judy Sheriff (VP of Demand Gen @ Refine Labs) to break down the importance of marketers focusing on the entire funnel, and the repercussions of only focusing on metrics up to MQL.
Mar 19, 2021•29 min
This week's Demand Gen Live had a heavy focus on the execution of paid ads - we did a SaaS demand teardown of Procurify 's digital marketing and answered questions live in regards to strategy and execution. The teardown incorporated a live screen share and kicks off at 5:01. If you wish to skip to the end, fast forward to 18:22 where Chris jumps into his thoughts and recommendations on direct response Facebook ads and conversion-based paid social campaigns. If you'd like to follow along with the...
Mar 17, 2021•1 hr 25 min
Andrea Kayal, CMO at Electric, joined Chris Walker on State of Demand Gen the other day. Andrea shared how companies choose to build their marketing teams based on the stage they’re in, and dove into the need for balance between strategy and execution. They discussed how to go about discovering pockets of opportunity by allocating budget to experimentation. Andrea then shared what aspects of her marketing strategy have been changed by the pandemic for the better.
Mar 14, 2021•49 min
Maya Grossman, VP of Marketing at Jumpstart, joins Chris Walker on State of Demand Gen to talk about her experience running top performing marketing teams at companies of various sizes. She emphasizes the importance of being quick off the bat to get results that will help you learn and optimize, as well as the importance of having conversations early and often with your customers. Maya shared her thoughts on what marketers can do fresh in their career to set themselves up for success later on. C...
Mar 12, 2021•49 min
This week on Demand Gen Live, Chris and Megan covered a timely topic: why the removal of third-party cookies gives strong marketers an advantage. Additionally, they talked about the notion that it’s not always an either/or for organic or paid, it’s both. Chris also shared his thoughts on stacking growth by running experiments as a means of identifying new growth levers. As always, they took questions from the audience throughout the show. We're nearing the year anniversary of Demand Gen Live and...
Mar 10, 2021•1 hr 21 min
"When you spend all your time and all your money on the wrong things, you don’t have the resources needed to try new innovative things that might actually work better than what you’re already doing." Chris joined Brett Trainor on the B2B Founders Podcast to share his thoughts on maneuvering around common barriers when building a B2B business. They discussed the short and long term effects of running marketing campaigns solely to hit a metric and the difference in channels in regards to intent. C...
Mar 07, 2021•49 min
Chris joined the SEI Live Meetup to provide coaching on how to get started with creating content. He harped on the notion of progress over perfection, and the importance of commitment and consistency. He shared how he got started on LinkedIn organic and how he got to where he is today, then opened up the session to a live Q&A. “The quality of the information and how it’s communicated is what’s most important.”
Mar 05, 2021•51 min
Chris and Megan hosted the 51st Demand Gen Live installment last night with a packed agenda. They dove into why your ABM list should include target companies where you have an unfair competitive advantage, the difference between demand gen and marketing as a whole, and a step by step breakdown of how we structure, run, and optimize paid social campaigns.
Mar 03, 2021•1 hr 22 min
Today we are trying out a new format due to positive feedback from our podcast consulting sessions. We’re going back to the basics of paid social advertising and breaking down the benefits of using that channel to capture and create demand. Let us know what you think of this new format by reaching out via LinkedIn.
Feb 28, 2021•37 min
Udi Ledergor (CMO at Gong) joined us for a Demand Gen Expert Session to talk about why Gong, a B2B SaaS company, decided to run a Super Bowl ad. They also broke down why you should try to avoid best practices, and discussed ways marketers at new companies can get brand campaigns and low budget initiatives off the ground.
Feb 26, 2021•56 min
This week’s DGL with Chris and Megan focuses on three key topics: why B2B companies struggle with organic content that’s not for SEO, how to build demand momentum, and the lost of art of segmentation, targeting, and positioning. The detailed AMA segment twists and turns through fascinating subjects like the right way to break up with your customer and developing your learning & testing processes.
Feb 24, 2021•1 hr 44 min
Joe Mullings, Chairman & CEO of The Mullings Group Companies, joined Chris on State of Demand Gen to talk about recruiting and retaining demand gen leaders. They shared a new framework that forward-thinking companies have adopted in an effort to attract the best talent. Joe and Chris also discussed why companies shouldn’t be afraid of their employees creating their own personal brand and posting content on LinkedIn.
Feb 21, 2021•47 min
Chris Walker hosted another podcast and LinkedIn strategy consulting session with a cybersecurity company. They asked him questions in regards to real roadblocks and problems they're encountering as they get ready to launch and promote their podcast, especially in regards to distribution, reaching the right audience, and engaging with their target market. Register here for our Demand Gen Expert Session with Udi Ledergor, CMO at Gong, on Tuesday February 23 at 2pm PST / 5pm EST: https://us02web.z...
Feb 19, 2021•27 min
Last night's Demand Gen Live with Chris Walker and Megan Bowen revolved around the customer/buyer experience and how that comes into play in regards to your marketing strategy. They talked about how to go about using paid advertising to learn more about your buyers, testing new messaging, more useful ways to employ your SDR team, and the importance of a strong brand. Register here for our Demand Gen Expert Session with Udi Ledergor (CMO at Gong) on February 23rd at 5pm EST....
Feb 17, 2021•1 hr 13 min
Justin Welsh, Founder at JW Strategic Advisory, joined Chris Walker on State of Demand Gen to break down how he used organic content on LinkedIn to build his personal brand. Justin shared his Content Matrix and how it helped him get over hurdles when he was first getting started, the importance of consistency and distribution, and the benefits of publishing content both for the individual and the associated company and brand.
Feb 14, 2021•43 min
Chris Walker (CEO, Refine Labs) and Dave Gerhardt (CMO, Privy) hosted an hour-long discussion about B2B influencer marketing, content marketing trends, modern PR, attribution, and the ins and outs of buying intent. They talked about the importance of modern PR and being the media company, building an audience, and how attribution starts with just a gut feeling. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on Linke...
Feb 12, 2021•1 hr 3 min
Chris Walker and Megan Bowen hosted the 19th episode of the second season of Demand Gen Live last night. They covered three key agenda topics: (1) Refine Labs' Content Strategy - How a 3-person marketing team creates more content than most 1000+ employee companies, (2) SaaS Go-To-Market - It's time to get out a blank sheet of paper & start over, and (3) iOS 14 updates - Why Marketers that thrive in the unmeasurable will win. As always, they ended the session with a live AMA. To register for ...
Feb 10, 2021•1 hr 37 min
Sahil Mansuri (CEO at Bravado) joined us on State of Demand Gen to talk about the importance of marketers having empathy for sales. We also discussed unrealistic goals, transparency in the buyer’s journey, and the impact of misaligned goals across the organization.
Feb 07, 2021•51 min
