In this week’s event, Chris discusses crucial aspects of a B2B marketing strategy, planning for fiscal years, and the importance of reevaluating business approaches mid-year to ensure targets are met. As Q2 comes to a close, Chris shares his thoughts on navigating the planning process for the rest of 2024, emphasizing the potential shift in investment strategies companies might consider to maintain or adjust their growth trajectories, especially amid varying economic pressures. Throughout the di...
Jun 18, 2024•49 min
Get ready to dive deep into the intricacies of building a content engine for dark social. Chris Walker joins Erik Jacobson, CEO at Hatch, to unpack the essentials of creating compelling and sustainable content that powers your marketing strategy. Chris shares actionable insights on leveraging dark social, unique content strategies, and overcoming the common pitfalls marketers face. He emphasizes the pivotal role of organic social media content in contemporary marketing, debunking the misconcepti...
Jun 14, 2024•56 min
Chris joined Pablo on the Product Market Fit show, to talk about scaling growth with the right mindset in marketing. Chris discusses his journey from product manager to founder and CEO of Refine Labs, and now his new venture, Passetto. The conversation provides valuable insights into the zero to one phase of startups, the challenges of scaling a business, and the importance of balanced go-to-market strategies. Chris shares his experiences in launching successful products in the medical technolog...
Jun 11, 2024•53 min
In this week’s event, Chris discusses recent market developments, particularly focusing on Salesforce's Q1 earnings report, and their implications for the B2B tech landscape. He analyzes Salesforce’s unexpected revenue miss and its impact on the SaaS market, providing invaluable insights for go-to-market leaders and individual contributors alike. Chris also shares his unique perspective on how companies can navigate slower growth rates, longer deal cycles, and the evolving focus on profitability...
Jun 09, 2024•46 min
Chris Joined Omri Hurwitz to talk about the evolution of his experiences in B2B Marketing. Their conversation goes into the shifts in B2B marketing over the past five years, from lead generation to holistic demand generation, and how Chris's insights have impacted the industry. The past twelve months have brought significant changes in how B2B tech companies are valued and how efficiently they can acquire customers. Chris highlights that bloated expenses and departmental silos are crippling many...
Jun 07, 2024•30 min
Chris Joined Artem Gladkikh, CEO of Signum.Ai, to talk through Chris's career and ideas on go-to-market strategies and AI’s impact on marketing. They give tips for B2B companies on improving marketing and making better decisions with data. Chris discusses why B2B companies should adapt to current customer online behavior and engagement. He talks about the role of online communities and the need for relevant content. Chris believes AI will make content creation better, take over repetitive tasks ...
Jun 04, 2024•19 min
From the FounderVideo Podcast: “Chris Walker discusses the average CAC payback period at private SaaS companies, which is between 48 and 60 months. He explains that public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years. Private SaaS companies, on the other hand, have seen their CAC payback period increase due to slowing growth rates. Walker emphasizes the need for smart cost-cutting and efficient marketing investments. He also high...
May 31, 2024•55 min
In this week’s event, Chris discusses the intricate world of B2B marketing, sharing his latest insights on content creation, the contrasting objectives of revenue leadership & CFOs, and the transformative strategies for pipeline efficiency. With potent advice and real-world experiences, Chris unpicks the often-misunderstood dynamics between key business departments. The episode begins with a stark reminder of the difference between perceived and actual content performance on social networks....
May 28, 2024•47 min
Chris was joined by Peep Laja for an in-depth conversation on messaging. Dedicated to unraveling the significance of target customer insights, the discussion digs into the tangible impact that effective messaging and validation can have on demand generation strategies and sales velocity. This session is a deep dive into the processes and methodologies used in message testing and the resulting ability to sharpen go-to-market approaches. The dialogue initially sets the stage with a high-level over...
May 21, 2024•55 min
In this week’s event, Chris discusses issues in the B2B tech sector, focusing on go-to-market bloat. He explains that both public and private SaaS companies are seeing slower growth and rising customer acquisition costs (CAC). Chris highlights the need for B2B companies to reevaluate their sales and marketing spending due to a shift towards prioritizing profitable growth. He mentions that there are many trackable indicators of buyer interest that are not currently being monitored, which could im...
May 19, 2024•51 min
Chris joined Drew Smith on the Attribution Nation podcast to unravel the complexities of marketing attribution and strategy. The conversation sheds light on the benefits and pitfalls of attribution models within B2B marketing, and Chris articulates his evolving viewpoint on the subject, offering illuminating insights that challenge conventional thinking. Chris shares his journey from the medical device industry to founding Refine Labs and now leading Passetto, highlighting the inefficacies he ob...
May 17, 2024•45 min
Chris joined Justin Norris on RevOps FM to discuss new perspectives on B2B marketing and evolving go-to-market strategies. Chris introduced the idea of 'signals' in marketing analytics to track customer interest throughout the sales cycle. The episode covers differences between signal providers, aggregators, and analytics. Chris explains their roles and possible developments in signal tracking. He also points out flaws in the current go-to-market models and proposes a single, more effective appr...
May 14, 2024•46 min
In the latest episode of "Revenue Vitals," Chris talks through changes in B2B finance and the impact to GTM strategies. He outlines the importance of shifting from growth at all costs to a strategy that emphasizes sustainable, efficient growth. Chris talks through the current landscape; SaaS companies aren't growing as fast as before while it’s becoming more expensive to get new customers. He highlights how businesses should reconsider where they're putting their money to come up with new strate...
May 12, 2024•54 min
Chris joined Alan Zhao to talk about the evolution of B2B Go-To-Market tactics. Chris offers an insightful analysis of contemporary, data-oriented go-to-market strategies, emphasizing the essential role of analytics and data-centric decision-making in aligning sales and marketing initiatives with the changing patterns of buyer behavior. Chris provides an in-depth examination of the fundamental transition from conventional sales-driven frameworks to a modern methodology that gives precedence to d...
May 10, 2024•44 min
Are skyrocketing CAC, decreasing LTV, and over-spending on ineffective demand generation tactics causing bloat in your go-to-market engine? You're not alone 👀 Go-to-Market teams across tech and other sectors are grappling with these issues, and it's time to take control. From this recording you'll gain valuable insights on how to navigate the complexities of GTM bloat and emerge with a leaner, more effective approach. Kyle and Chris will share their expertise and discuss practical strategies fo...
May 07, 2024•41 min
In this week’s event, Chris starts by sharing his vision for 2024 as a pivotal year for mid-market companies, with a focus on the economic viability and the pivotal shifts expected in the market. He elaborates on the intricate financial benchmarks, like the Rule of 40, which can signal tough times for companies with negative growth rates. He further emphasizes the importance of optimizing go-to-market strategies, noting that many companies overlook this vital aspect in their pursuit of growth. F...
May 05, 2024•52 min
Chris joined the Podcast Gurus to talk about creating content and its power in the B2B space. They cover the challenges of B2B marketing and highlight important factors for growth and scalable demand gen programs. Chris discusses the common mistakes in marketing strategies and emphasizes the importance of data for insights. He talks about practical tactics and corrects wrong ideas about marketing investments. The episode is about improving marketing strategies that meet customer expectations and...
May 03, 2024•35 min
Chris was joined by CS2’s Crissy and Charlie Saunders to do a deep dive into Marketing Operations to support measurement of Demand Strategies and Programs. They discuss key requirements to set up a measurement framework to measure the effectiveness of demand programs including pipeline sources and how to think about funnel tracking. They also answer audience questions. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through...
Apr 30, 2024•1 hr
In this week’s event, Chris provides detailed information on the financial strategies of B2B companies and the problems associated with excessive go-to-market (GTM) strategies. He leads listeners through topics including demand generation marketing, company growth, and the excessive spending on sales and marketing known as GTM bloat. Chris clearly explains the current market situation and advises companies to focus on the Customer Acquisition Cost (CAC) payback period for financial planning inst...
Apr 28, 2024•51 min
Chris joined Steffen Hedebrandt live on LinkedIn to discuss what matters this year, and how it’s changed from past years. They discuss the latest breakthrough in AI-powered demand generation tools, offering a glimpse into the innovative solutions crafted at Refine Labs and Passetto. The talk pivots around essential changes in B2B marketing strategies, where Chris uncovers how building a vibrant community and fine-tuning to market feedback is more revolutionary than soaring ad budgets. Chris delv...
Apr 26, 2024•50 min
Chris joined Jake live in the Austin studio to record an episode of the Pusching Limits Podcast to discuss B2B marketing strategies. They cover his background, his relocation to Austin, and explore his take on go-to-market strategies, content creation, and how sales and marketing departments are changing. Chris underlines the necessity for businesses to adjust their strategies due to B2B buyers increasingly relying on peer recommendations instead of traditional marketing tactics. The episode foc...
Apr 23, 2024•46 min
In this week’s event, Chris tackles the evolving financial dynamics within B2B SaaS and tech companies. He delves into the substantial shift in valuation metrics applied to these organizations and explores the consequent pressure this places on their go-to-market expenditures, particularly in sales and marketing. With a strong emphasis on becoming a business-savvy executive rather than remaining confined to departmental roles, Chris lays out a blueprint for rethinking investment strategies. Foll...
Apr 21, 2024•49 min
Chris joined the GTM Mavericks podcast to dive into the evolving landscape of B2B go-to-market strategies, highlighting the significance of signal-based selling and analytics. As a keen observer and influencer of market trends, Chris shares his experiences and introduces Passetto, a company combining technology and services to help businesses interpret data confidently. The conversation uncovers the challenges companies face in discerning valuable signals amidst an overflow of data that often le...
Apr 19, 2024•41 min
Chris delivered a keynote at this spring’s Qualified Pipeline summit. The event kicks off by diving into Chris's motivation for transitioning from the services industry to starting a software company offering GTM strategy as a service. The discussion offers a prime opportunity for businesses to comprehend the challenges and patterns that can dictate success in digital demand. Chris shares a candid reflection on the inefficiencies plaguing B2B companies, emphasizing a data-driven approach to revi...
Apr 16, 2024•37 min
In this week’s event, Chris takes a detour from tactical topics and presents an in depth examination of his journey as an Entrepreneur. Inspired by the 5 year anniversary of starting Refine Labs, Chris reflects on the ups and downs he has experienced, what he would redo or change, and how his successes and struggles have influenced his future goals. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to atten...
Apr 12, 2024•56 min
Chris joined Jolie Shapiro on the first episode of Revenue Mind Podcast. Chris opens up about his journey as an entrepreneur, discussing the pressures of revenue leadership and the importance of a supportive company culture. They explore tough questions about balancing high performance with mental well-being and how empathy can redefine leadership and spur growth. The conversation covers practical strategies like setting boundaries, the role of technology in mental health, and learning from fail...
Apr 09, 2024•42 min
In this week’s event, Chris talks through marketing budget from a new perspective. Hearing marketing leaders continue to say they don’t have enough budget to hit goals isn’t the right approach. Chris insists that regardless of budget, you do have enough - you’re just not making it work hard. On the contrary, just dumping more money into your GTM strategy without proven ROI, is irresponsible. Chris explains that the irst thing to measure is leading/lagging indicators on ROI, and then digs into th...
Apr 07, 2024•55 min
Chris was joined by Navattic’s Natalie Marcotullio to explore the nuanced strategies around leveraging influencers and advisors within marketing strategies. As a topical issue amidst the dynamic terrain of B2B marketing, particularly within LinkedIn circles, their conversation sheds light on the practical implementation and tangible benefits of such programs. The podcast delves into the conception and execution of Navattic’s Advisor Program. They discuss the critical balance between strategic ad...
Apr 05, 2024•52 min
“Perfection is disguised as insecurity” Chris joined Tanner Green on the RevSpot podcast to share insights from his business experiences and highlight how he differentiates his personal brand from his company's brand, the changes in marketing roles, and lessons learned from successes and failures. Chris explains how Refine Labs is reshaping B2B marketing by treating it as a key driver for revenue, not just for generating leads. He talks about the importance of learning from small failures and co...
Apr 02, 2024•35 min
In this week’s event, Chris presents his new framework for using signals to enhance business operations. The discussion provides an in-depth view of how to coordinate sales efforts and marketing expenditures by employing data-driven signals to predict lucrative ROI prospects. Chris reveals an innovative approach to customer engagement through the identification of signals emitted by accounts, which are indicative of where sales energies should be concentrated to yield the highest returns. This d...
Mar 31, 2024•44 min
