Every Tuesday at 3:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 11th installment, we covered: - How To Create Demand in Mature Categories - Where demand gen is going in the next 5 years? - Running demand gen at an early-stage startup that wants quick results - How to fix sales/marketing alignment - How demand teams can work with sales to achieve better results - The role of email in demand gen - The ideal sales-to-marketing ratio - And much more! Join us every Tuesday at 3 P...
Aug 03, 2022•55 min
Every Tuesday at 3:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 10th installment, we covered: - Tips for a One-Person Demand Team - Marketing for an Agency vs. a SaaS company - When your CEO (shouldn't) be involved in marketing - How to grow a top 25 podcast - What separates good vs bad communities - Balancing quantitative and qualitative insights - The first steps in building a demand gen strategy - And much more! Join us every Tuesday at 3 PM ET to ask your question on Tik...
Jul 24, 2022•50 min
Stock options. It's something that SaaS startups love to give out as incentives, but it's something that employees generally know very little about. Since our last Demand Gen Expert Series, we have been fielding a lot of questions about stock options, how they work, what they're actually worth, and more. As you know, when our audience asks, we listen and respond. Ryan Walsh, CEO of Repvue, has vast experience receiving stock options, as well as giving them out, so it was fitting that when we wer...
Jul 22, 2022•53 min
B2B marketing is stuck. The entire old-school marketing playbook is completely broken. Optimizing a revenue engine is a lot like optimizing processes in a manufacturing plant to be more efficient. But in order to optimize your process, you need to first get started. Too many teams try to start by doing everything at once. You need to take baby steps. Figure out how to run a live event that people want to come to. Use the qualitative feedback from that event to learn if people are engaged; are th...
Jul 20, 2022•44 min
Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 9th installment, we covered: - What to do when SDRs are underperforming - 1:05 - What all demand marketers should be including in their dashboards - 3:17 - Barriers for scaling organic content and how to overcome them - 6:31 - How to use Dual CTAs in a PLG/Enterprise sales motion - 8:30 - Executing organic social as a SaaS company - 11:17 - How broad should you go on your podcast? - 13:40 - Should you be chargin...
Jul 16, 2022•41 min
In this episode Chris is live at the Work Smarter conference where he goes over his 3 step framework to create an unfair competitive advantage through your marketing efforts. Step one: Customer Insights It is absolutely imperative that you learn to collect insights. Insights from your team, insights from your customers, and insights from the market as a whole. Over the last decade, in large part due to martech vendors, marketers have been trained to rely solely on quantitative data. When you loo...
Jul 13, 2022•38 min
Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 8th installment, we covered: - Strategic thinking > Tactical thinking - Mission driven marketing - Building a marketing strategy for a consulting firm - Brand Awareness vs. Creating Demand - How to get people to show up for your event - Should website content be converted into dark social content? - Why dark social content isn't intended to convert you - And much more! Join us every Tuesday at 4 PM ET to ask ...
Jul 10, 2022•47 min
In this episode, we pulled together some of the greatest hits of our talks on how qualified pipeline is currently defined in B2B and why it's broken. We start off by talking about why the current system is broken. After we shed light on the problem, we dive into how we're fixing it by: Redefining what qualified pipeline is. Why it needs to be standardized across the industry. Why HIRO Pipeline is the best way to measure qualified pipeline. and more... Join us every Tuesday at 5 PM ET to ask your...
Jul 08, 2022•15 min
Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 7th installment (and best yet) we cover: - How to transition from a sales role into marketing - How to test messaging before it's deployed to sales - Community as a B2C marketing strategy - The 3 types of demand (creating, capturing, and damming) - Demand creation vs. ABM - How B2B companies should think about influencer marketing - And much more! Join us every Tuesday at 4 PM ET to ask your question on TikTok b...
Jul 06, 2022•42 min
In this episode, we pulled together some of the greatest hits of our talks on Dark Social. We start off by clearing up the definition of what dark social is, just in case anyone is still unclear. Once we set the table the stage for what dark social is, we dive into: How it drives buying decisions How it aligns your go-to market team with the customer journey Why you need to stop focusing on outdated marketing metrics, like MQLs How to get off the MQL hamster wheel Creating brand affinity and mor...
Jul 03, 2022•30 min
The increase in privacy has been the biggest nudge marketers have needed to start doing marketing the way it was meant to be done. For too long, people have used third party data as an excuse to not do proper customer research. As a marketer, there is no greater superpower than knowing your customer and the programs and channels that are creating demand. In this episode, Chris sits down for a fireside chat to talk about dark social, self reported attribution, and how to generate customer insight...
Jul 01, 2022•44 min
Demand Gen Live has been a Tuesday night staple for hundreds of B2B marketers. Over the past 790 days, we've: - Held 112 Tuesday meetups - Recorded 10,000+ minutes of audio and video - Answered 780+ audience questions - And set a world record for fern puns in a single Zoom chat But like all good things, DGL is coming to an end. This was the fernal episode of Demand Gen Live. Some might say, the final ferntier. But don't worry, Refine Labs live events aren't dead—this isn't a ferneral. We'll be a...
Jun 29, 2022•1 hr 40 min
In this episode, we pulled together some of the greatest hits of our talks on creating demand vs. capturing demand. We start with some clips where Chris simplifies the topics by defining the difference between creating and capturing demand. After the explanation, we skip forward to how you can take steps to switch the mindset, measurement and execution of your marketing strategy to effectively create demand. Finally, we end the episode by sharing some tips on how you can show leadership that the...
Jun 26, 2022•29 min
Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. This is our 6th installment and in this episode we cover: - When (if ever) should display ads be considered? - Why specializing is not the best career move - Using standardized metric systems to measure customer experience - How to use CTAs in LinkedIn ads - Video vs static images for LinkedIn ads - Demand Gen for local retail - And much more! Join us every Tuesday at 5 PM ET to ask your question on TikTok by following...
Jun 24, 2022•38 min
Creating organic content where your buyers hang out is one of the best ways you can collect customer insights. It's your goal as the marketer to learn everything there is to know about the platform and how your customers use it, then optimize your content strategy to be as effective as possible. But how do you measure effectiveness? One of those measurements are your learnings. The comments, DMs, and conversations that are created by putting your point of view out in public can lead to huge insi...
Jun 22, 2022•36 min
Marketing is a lot like medicine in the late 1800's. Back then, the way medicine was practiced was through individual observation. A physician would do something for a patient, they would observe the results, and then they would share those results with other physicians. Unfortunately, this is a very inefficient way of furthering the science of medicine. This is where marketing is right now. Lots of individual marketers and teams running experiments and (sometimes) sharing the results. It wasn't...
Jun 18, 2022•1 hr 1 min
We're back with another TikTok live. We're going beyond our traditional demand gen content and fielding questions on leadership, entrepreneurship, finance, culture, or anything else you want to talk about. In this episode, Chris fields questions on: - Community-led content - Marketing Technology - Thinking about marketing with a long term mindset - How to attract early adopters to you SaaS product - And much more! Join us every Tuesday at 5 PM ET to ask your question on TikTok by following @chri...
Jun 16, 2022•28 min
Now is not the time to slow down your marketing. Many companies pull back spending and go into self-preservation mode in slow economic times. The fact of the matter is, that economic slowdowns create an environment of opportunity for companies that know how to leverage them. In this episode, Chris is going to talk about a 3-step framework to make marketing your secret weapon, not only in a recession but forever. He dives deep into how to create demand in your category by changing your Mindest, M...
Jun 12, 2022•1 hr 27 min
B2B marketers can learn a lot from the direct-to-consumer industry. For one, there is no sales team in DTC. That means marketing has to get a person from awareness, all the way through the checkout process with no outbound sales to help carry the weight. Because of that, DTC marketing strategy is inherently different. Today, we welcome back DGL legend Gaetano DiNardi , a former B2B marketer who transitioned to B2C marketing at Aura - a digital security company that helps consumers stay safe onli...
Jun 10, 2022•52 min
There are marketing teams right now, in 2022, that completely rely on software-based attribution to guide their strategy. Because of this, they only see where demand is being captured (Organic/Paid Search, Direct Traffic, etc) and they never see where the demand is being created. They try to build communities. They try to do a podcast. They try organic LinkedIn content. But what inevitably happens is they don't see any clearly tracked measurement in their attribution software that maps back to t...
Jun 08, 2022•1 hr 31 min
In this week's Ask Me Anything, we dive deep into several topics including: - How to Run a Successful Digital Event/Webinar - Advice for Young People Getting into SaaS - Why You Need To Stop treating Event Attendees Like a Cold Call List - Should a Newsletter Be Part of Your Content Strategy? - The Difference Between Dark Social and the Dark Funnel - How to Run Demand Gen for SMB - How to Get Marketing and Sales Aligned Using HIRO Pipeline - And more... To join the waitlist for The Vault, visit:...
Jun 01, 2022•1 hr 15 min
We're back with another TikTok live. We're going beyond our traditional demand gen content and fielding questions on leadership, entrepreneurship, finance, culture, or anything else you want to talk about. In this episode, Chris fields questions on: - Why website traffic is (or isn't) better than social traffic - The threat of a recession and the impact on jobs, customer retention/acquisition, and how company's strategies will evolve. - Intent data and demand gen - Using connected TV for B2B adv...
May 30, 2022•31 min
One of the things that makes the Demand Gen Live community so great is the ability we have every week to help marketers with real challenges that they're facing in their day-to-day roles. A few weeks ago, we decided to shake things up and go "full-AMA" for a Demand Gen Live. The feedback was so positive that we decided to do it again. In today's Ask Me Anything episode, Chris and Megan answered questions on: How to hire talented demand gen marketers, Using customer insights as your mode of diffe...
May 30, 2022•1 hr 24 min
To effectively create demand you need to give away your best content for free. But what if your content is in fact your product? This is a big blocker for independent consultants when they want to create demand. By giving away the information that makes them valuable, they think that people will no longer need to work with them. Here's the thing: People don't hire consultants for their knowledge of a subject matter. In fact, that knowledge is likely a commodity. People hire consultants to increa...
May 23, 2022•46 min
People don't use Google the same way they did in the past. 10 years ago if you wanted to find information on a product you Googled it. Today if you want to find information on a product you have way more, often better, options. You could ask in a community. You could visit a review site like G2. You could post about it in social channels and get unfiltered, unbiased feedback. And yes, you could still Google it, but with all these new options available should Google still get the bulk of your adv...
May 21, 2022•59 min
If you've watched the news as of late, you've probably heard a lot of big-name tech companies laying off employees, cutting costs wherever they can, and putting a halt to spending. This looming recession has a lot of B2B tech companies worried. But should you really be worried? What does a potential recession mean for your company or your specific role? In this episode, Chris talks about how responsible companies will come out on top, while others that were more careless will yet again feel the ...
May 18, 2022•1 hr 31 min
In this episode, Chris talks about the trifecta of building a company that has a competitive advantage, is able to acquire customers in a scalable way, and is a talent destination that the best of the best want to come and work at. In addition to talking about building a sustainable company, Chris and Adam dive into the impact that LinkedIn has had on Refine Labs, the current economic state of B2B SaaS, and what's next for Refine Labs.
May 15, 2022•47 min
Native digitals don't buy the same way that native analogs do. Native digitals are also fast becoming the largest buying group of B2B software. However, most large B2B companies are still being run by native analog executives. This is in large part why most B2B companies are running playbooks from a decade ago and leaving a huge gap for new, digital-native startups to explode. In fact, Refine Labs is a perfect example of that. In this episode, Chris and Megan talk with Christopher Lochhead about...
May 13, 2022•1 hr 18 min
There is a big misunderstanding amongst the marketing community about organic content: "organic content is better than paid because it's free." That statement couldn't be further from the truth. In fact, here at Refine Labs, we have a 9 person team that runs organic content to the tune of over $100,000 per month. Not only does organic cost money but it takes more time to see if your message is resonating—time most companies simply aren't willing to put in to make organic work. In this episode, C...
May 11, 2022•1 hr 20 min
In our first ever TikTok live, Chris went full AMA (Ask Me Anything) and fielded questions on everything from using different personalities in your marketing efforts, to how long it takes him to create content every day, to how to (not) formalize feedback, and more... If you're a fan of this format, shoot us a message on LinkedIn and let us know.
May 09, 2022•33 min
