Chris joined Insightly CMO Chip House on the Closing Time Podcast to discuss the changing landscape of B2B go-to-market strategies and why traditional methods are no longer effective. He highlights the shift from events, outbound sales, and paid search to more efficient and targeted approaches. Chris emphasizes the need for a new framework that focuses on demand creation, demand capture, and demand conversion. He introduces the concept of HIRO Pipeline, a metric that aligns marketing with revenu...
Sep 19, 2023•36 min
Chris joined Paul Banks, host of the Javelin Journeys podcast, to chat about the importance of understanding dark social and its impact on marketing strategies. He emphasizes that while it may be challenging to track dark social activities, it is crucial for businesses to recognize its significance in the decision-making process of potential customers. By understanding how customers access information and make purchasing decisions, businesses can leverage dark social to their advantage and gain ...
Sep 15, 2023•24 min
Chris joined Shane Mahi on the Redline Podcast to discuss the challenges faced by B2B SaaS companies in reaching their target customers. He shares strategies to overcome these obstacles and emphasizes the importance of scaling digital content and leveraging partnerships to increase brand awareness and build one-to-one connections with potential customers. Chris also highlights the need for companies to have a deep understanding of their target customers and to align their marketing strategies ac...
Sep 12, 2023•33 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First he discusses the flaws in the reporting models used for paid search and the need for a shift in how executives measure the effectiveness of paid search campaigns. He shares a personal story of losing $1,000 on Google Search Ads and highlights the importance of measuring ROI in B2B companies. He emphasizes the need for executives to focus on two cor...
Sep 08, 2023•13 min
The iconic duo of Chris Walker and Gaetano DiNardi is back together to review the current state of capturing demand and answer audience questions live. During this episode, they cover: -A review of different intent types and offers -What's new or has changed in the capture demand channels -Common missteps in capturing demand -How Google Search, SEO, affiliates, and review sites fit into this conversation Key Takeaways: -Generating a lead is not the same as capturing demand. Demand capture requir...
Sep 05, 2023•1 hr 13 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he discusses the flawed approach of LinkedIn's influenced revenue report, which claims that a high percentage of closed deals were influenced by LinkedIn ads. Chris explains that this report is misleading because it fails to consider other factors that contribute to the sales process. He then moves on to discuss the inefficiencies in demand captur...
Sep 01, 2023•15 min
Chris was invited onto the B2B Demand Acceleration hosted by Catarina Hoch of Operatix to discuss the difference between demand capture and demand creation in B2B marketing. He emphasizes the need for a balanced strategy that includes both capturing active intent and creating demand for potential customers who are not yet in the market. Chris also challenges the traditional model of an assembly line lead generation system and advocates for an integrated revenue team approach that aligns with the...
Aug 29, 2023•26 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. First, he explores the difference between proving the ROI of marketing programs and leveraging data to make strategic decisions. He highlights the issue of mixing these two concepts in B2B companies, where the data used to prove ROI is often flawed and not suitable for making strategic decisions. Chris emphasizes the need for a standardized and objective...
Aug 27, 2023•8 min
Chris was asked to appear on the Founder Wisdom YouTube Stream hosted by Charles Cormier, to share his unique perspective on revenue operations and go-to-market strategies for B2B companies. He emphasizes the importance of viewing the sales and marketing process as a system, rather than a series of disjointed steps. By focusing on creating, capturing, and converting demand, companies can align their marketing, sales, and SDR teams to drive net new revenue. Chris also discusses the importance of ...
Aug 25, 2023•27 min
Chris was invited onto the Making Fun of Marketing podcast, hosted by Scott Logan of Kronologic to discuss the flaws in traditional marketing practices and the need for a new approach. He emphasizes the need to redefine MQLs and eliminate low-intent lead generation. Instead, he suggests focusing on ICP qualified buyers who express interest in purchasing. Chris also highlights the inefficiency of using SDRs to sell to executives and build trust. He advocates for a more streamlined process that el...
Aug 22, 2023•48 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. This week, he tackles the transition from an assembly line lead generation system to an all-bound integrated revenue team. He emphasizes the importance of starting with the customer and aligning all departments towards creating demand, capturing active buying intent, and converting that demand into revenue. Chris also highlights the need to change key pe...
Aug 20, 2023•10 min
Chris sat down for a Marketing Learning Session with Mentimeter employees, led by Johanna Fagerstedt. He emphasizes the importance of understanding customers deeply and collecting primary market research to build a successful marketing strategy. Chris also shares his top three most important KPIs for measuring marketing success and discusses the challenges and strategies for implementing a hybrid go-to-market model. He highlights the need for a mindset shift in marketing and the importance of fo...
Aug 18, 2023•1 hr 2 min
Chris was invited onto the ForwardSlash podcast, hosted by Adam Buettner to talk about rethinking ABM & website strategies. Chris discusses the need for companies to transform their go-to-market strategies and challenges the traditional B2B marketing funnel. He emphasizes the importance of measuring CAC and payback, and highlights the need for companies to optimize their websites for speed to booked meetings. Chris also shares insights on the challenges of merging product-led growth (PLG) an...
Aug 15, 2023•42 min
Chris was invited onto the Belkins Growth Podcast, hosted by Michael Maximoff, to discuss the importance of building trust in business and how to do so effectively. Chris shares his personal and professional journey, his rejection of societal norms, and his focus on innovation and alternative solutions. He explains how Refine Labs attracts smart underdog individuals who are looking to challenge the status quo and make a significant impact in the B2B marketing space. Chris emphasizes the need for...
Aug 13, 2023•1 hr 1 min
“All attribution is imperfect; it’s about how do we collect the right data, how do we then process it with our brain and our strategy, and make strong decisions.” Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , which opens with covering important and timely industry observations. This week, he tackles Revenue. He outlines Pipeline Sources and how they contribute to measuring and scaling programs in the most effective way, and then proposes a new way to look at Demand, f...
Aug 11, 2023•17 min
Chris sat down with Meghan Keaney Anderson of Jasper AI to talk about the impact AI has had on the current state of marketing, and forecast what marketers can do to keep up in the constantly shifting landscape. They start by talking about AI and content, looking at the ways the technology can increase acceleration and efficiency, as well as the ease of adaptation to new audiences in tone, style, and language. Meghan remains positive about the benefits while warning listeners on the wrong way to ...
Aug 09, 2023•38 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , and this week he opened by covering a couple important and timely industry observations. First, he dives into a Split the Funnel epiphany he recently had that should help companies get a more holistic view of their entire business, not just how low intent and declared intent leads are performing. He suggests building out views of up to seven different sources, and running a split the funnel analysis on each pipeline source...
Aug 05, 2023•11 min
Following up on their first conversation back in June, Chris sat back down with George Boot of Acquired.com. In this session, they discuss the experience of transitioning from an SDR to a demand generation strategist. Chris explains how he realized that traditional sales and marketing tactics were no longer effective and started implementing a demand generation strategy at his company. He shares his insights on managing resistance internally and embedding a company-wide culture of demand generat...
Aug 02, 2023•28 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , and this week he opened by covering a couple important and timely industry observations. First, he updates information on the recent shift in funding confidence for B2B, SaaS, and Tech companies. He explains that the market is in the best position it’s been in the past 18 months and covers what we can expect to see in terms of stocks, hiring, and investments because of this. Then, he stresses the critical importance of sta...
Jul 29, 2023•12 min
Chris Walker was asked to join the Rev Up podcast, hosted by Ben Shipley of Trust the Process, to chat about customer-centric marketing and the importance of returning to fundamentals. Chris discusses the need to create demand by understanding customers and delivering value through content and thought leadership. He also shares insights on building a successful marketing team and utilizing essential tools for executing effective marketing strategies. They wrap up the conversation talking about c...
Jul 26, 2023•1 hr
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , and this week he opened by covering a couple important and timely industry observations. First, he previews the current state of Revenue Operations, including the expectations and what he is seeing in practice. He presents this as an opportunity for people to think about assuming higher level responsibilities in order to vault their careers forward. Then, he digs into some recent feedback on reasons that companies aren’t s...
Jul 22, 2023•11 min
Chris was invited on the Revenue Formula Podcast, hosted by Toni Hohlbein & Mikkel Plaehn to discuss planning. They cover the challenges and problems faced by companies when planning marketing strategies, and Chris emphasizes the need to view marketing and sales planning as one overall system, rather than separate entities. He explains the importance of analyzing historical data to determine the effectiveness of different pipeline sources and make informed decisions about future strategies. ...
Jul 19, 2023•48 min
“Do less, but do it fucking phenomenally” Chris Delivered a keynote presentation on Attribution and Measurement at the 2023 SaaStock Conference in Austin. He starts his presentation by discussing the current state of the market, highlighting the fact that companies have less money and marketing budgets are being scrutinized, and the implications of that. He emphasizes the need for companies to scale their projects down to focus on what’s working, rather than spreading their resources thin across...
Jul 15, 2023•30 min
Chris Walker hosts weekly Private Coaching Events for Vault Subscribers , and this week he opened by covering two important and timely industry observations. First, he interprets the results of the Metadata Paid Social Benchmark Report to show that when you use paid social for lead gen, the outcomes are a very high cost of acquisition and very low lead to win rate. He breaks down the percentages of win rate and length of customer acquisition cost payback time to reveal shocking results. Then, he...
Jul 12, 2023•13 min
You’ve asked and we’re listening! Here is a compilation episode geared towards all-things Revenue R&D from Chris’ recent podcast appearances. Different areas he breaks down include: A definition and overview of the concept and use cases How to use Revenue R&D to evaluate the business in a holistic, standardized way A deep dive into the Revenue R&D Exit Criteria and how to adjust based on individual goals and sales cycle lengths An argument dispelling the myth that Revenue R&D is ...
Jul 08, 2023•21 min
Chris was invited onto the Game Changers webinar, hosted by Oana Manolache of sequel.io, to chat about his journey in building a $20 million business. Chris shares his background as a B2B professional and how he started RefineLabs after realizing that his unique approach to marketing was not being embraced by traditional companies. He discusses the shift from being a marketer to a CEO and the importance of thinking about the entire business holistically. Chris emphasizes the need for marketers t...
Jul 05, 2023•23 min
Chris was invited onto the Power Producers Podcast, hosted by David Carothers, to share his insights on marketing and sales as applicable to the insurance industry. He emphasizes the importance of leveraging digital tools to reach customers and the need to adapt to the changing landscape of consumer behavior. Chris also highlights the power of creativity in marketing and the ability to make a real impact on business growth.Chris's strategies for releasing valuable information for free and the im...
Jul 01, 2023•53 min
Chris got to sit down with Anna Gullstrand, Chief People and Culture Officer at Mentometer, about her extensive background in management and leadership. Anna shares her insights and Chris expands on building high-performing teams, the importance of intentional leadership, the role of technology in employee engagement, and the future of work and remote teams. She also stresses the importance of continuous learning and development, diversity, equity, and inclusion education and implementation, and...
Jun 28, 2023•37 min
Chris sat down with George Boot and Justin Hanna of Acquired.com to chat about creating and measuring meaningful metrics. They cover the misalignment between sales and marketing, the flaws in the traditional MQLs and KPIs, and the importance of measuring the right metrics for revenue growth. He also talks about the changing landscape of B2B sales and marketing and the need for companies to adapt to the new reality. Additionally, Chris shares practical advice on how businesses can allocate their ...
Jun 24, 2023•28 min
Chris was asked to guest on Checked In with Splash, hosted by Camille White-Stern. They discuss the changing landscape of B2B marketing and how events fit into the new marketing strategies. Camille shares her insights on why there has never been a better time to be a B2B marketer and how marketing can be the key growth driver for a company. The conversation then shifts to the importance of community in event marketing, the role of events in the customer journey, measuring the ROI of events, the ...
Jun 21, 2023•59 min
