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...
Mar 29, 2024•39 min
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 perspec...
Mar 26, 2024•1 hr 3 min
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 jou...
Mar 24, 2024•50 min
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 emp...
Mar 22, 2024•27 min
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...
Mar 19, 2024•58 min
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 ...
Mar 17, 2024•1 hr 4 min
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...
Mar 15, 2024•59 min
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 thro...
Mar 12, 2024•54 min
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 ...
Mar 10, 2024•50 min
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 ...
Mar 08, 2024•44 min
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....
Mar 05, 2024•46 min
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 ...
Mar 01, 2024•53 min
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 epis...
Feb 27, 2024•42 min
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 ...
Feb 23, 2024•49 min
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...
Feb 20, 2024•23 min
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 stru...
Feb 18, 2024•51 min
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 em...
Feb 16, 2024•48 min
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 comp...
Feb 13, 2024•58 min
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 ...
Feb 11, 2024•21 min
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 ac...
Feb 09, 2024•46 min
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, highligh...
Feb 06, 2024•41 min
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 mar...
Feb 04, 2024•49 min
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 explo...
Feb 02, 2024•49 min
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, highli...
Jan 30, 2024•47 min
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 depart...
Jan 26, 2024•51 min
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...
Jan 19, 2024•52 min
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 ev...
Jan 16, 2024•53 min
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 compan...
Jan 12, 2024•36 min
“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’ ...
Jan 09, 2024•55 min
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 ...
Jan 05, 2024•58 min
