Episodes
You have an arsenal of marketing talent inside your organization. The question is, are you encouraging them to build their brand, or are you suppressing them? I'm talking about personal brands on LinkedIn and most companies are doing the latter. If you're worried about employees building a brand for themselves will cause them to leave, then you're not creating a culture that encourages them to stay. Having employees create personal brands is one of the best (and fastest) ways you can build...
Published 10/24/21
Chris joins Daniel Murray to talk about Dark Social, how it was discovered, and how marketing teams need to get off the attribution hamster wheel if they want to succeed in the new world of social media, communities, word of mouth, and everything that isn’t (falsely) measured by your attribution software. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.
Published 10/22/21
What is the most overlooked part of demand generation? Think about all the metrics you're measuring. All the channels you're covering. All the ad budget you're spending. Think about the number of leads you're collecting.   Now ask yourself this: Do you check to see if anyone is actually consuming your message? If your answer is "No", then how do you know if you're effectively communicating with your buyers?   That my friends is the most overlooked thing in demand gen programs. In today's...
Published 10/20/21
Dark Socal is the difficult to measure areas where companies are creating demand for their category, brand, and product every single day. Brands that everyone knows and loves are built here, not through MQL generation. And let there be no confusion—the highest performing marketing teams in 2021 and beyond are winning by crushing their Dark Social strategy. Once you change how you measure marketing, what you optimize for, and how you think about attribution it opens up an incredible amount of...
Published 10/16/21
In this episode, Chris dives in on how to change your mindset on LinkedIn ads to get better returns. If you want to be successful with LinkedIn ads you need to shift your mindset. It’s time to leave 2011 marketing tactics behind and stop optimizing your paid LinkedIn ad spend for MQLs. Instead, optimize your ads to increase the reach of your organic content. Use ads to help build your organic machine so you can reach a massive audience and be top of mind when they are ready to buy, instead of...
Published 10/13/21
“Capturing intent data is the only way to get intent.” - Marketing teams everywhere ^ It’s BS and it’s time to accept it. Chris sat down with Jake Dunlap to discuss how the industry relies on intent data that is flawed, solely for the purpose of creating a metric—even if it's sabotaging their success. In this episode, you'll learn about the three levels of intent and how to optimize your marketing to create real intent, rather than capturing assumed intent.  Thanks to our friends at Hatch...
Published 10/10/21
Marketing teams that start planning for 2022 now are the ones that are going to win in Q1. Teams that wait until December, or even early January, are the ones that are going to be scrambling and end Q1 in the hole. In this expert series of State of Demand Gen, Chris welcomes Dave Gerhardt to discuss their top three tips for developing a Q1 2022 marketing plan now. They dive into seasonality, marketing agility, testing new ideas and channels, and the necessities for a successful Q1. Thanks to...
Published 10/08/21
Chris Walker and Megan Bowen brought the Demand Gen Live community back last night to discuss a couple agenda items in addition to a live Q&A. On the agenda:    - How product-led growth companies should be thinking about enterprise demand  - The Blended Funnel: why it’s hard to see it’s time to change your strategy. Chris answered follow-up questions in regards to the agenda items in addition to questions about how to tell when a channel is not working vs. the person managing the...
Published 10/06/21
This episode consists of a recording from Chris’s speaking slot at the Clozd Win Loss Week event. He shares how to build a marketing strategy, covering everything from win/loss analysis, customer research, and marketing fundamentals. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm
Published 10/03/21
Chris Walker and Megan Bowen brought the Demand Gen Live community together again last night for an hour-long episode. They covered the history of lead gen & ABM and the leading metric every marketing team should be measuring. They also hosted a live Q&A and answered questions about event strategy, direct mail, marketing without technology, and marketing career paths. Register here for next week's Demand Gen Expert Session with Dave Gerhardt, Chief Brand Officer at...
Published 09/29/21
Chris joined The Marketing Starter podcast as a guest to talk about the dynamic between marketing sales, the making of a B2B brand, paid social and ABM. He got into a ton of marketing fundamentals and broke down what "just checking the box" looks like. Chris shared what happens when marketing takes on sales behaviors and calls them marketing. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.
Published 09/27/21
This episode consists of a recording from Chris Walker's speaking engagement at the Full-Funnel Summit 2021. The theme for his talk was Measurement & Reporting. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.
Published 09/25/21
Chris Walker and Megan Bowen hosted last night's Demand Gen Live from Austin, TX where they're gearing up for the Refine Labs offsite. They prepped a couple topics for the episode...The first, backed by actual data, being "The Attribution Mirage - Marketing teams are being led astray and think they’re being 'data-driven'" and the second "How to prepare your executive monthly/quarterly demand performance reports." They also took questions on content mapping, why only focusing on CPL will be...
Published 09/22/21
Chris Walker presented a keynote on Dark Social at this year's Traffic & Conversion Summit in San Diego, CA. We've discussed dark social on the podcast before, but as a reminder - dark social consists of the places where B2B buyers are discovering new products. Places where attribution is not available, like communities, organic social, groups, content platforms, meetups and internal comms. Chris not only discussed WHAT dark social is, but HOW marketers can allocate resources to make sure...
Published 09/17/21
On last night's Demand Gen Live, Chris Walker signed on from San Diego, CA and covered the following agenda: Why the B2B agency model needs a complete overhaul, The truth about Marketing to the enterprise, and How “data-driven” companies lie to themselves about being data-driven. He also opened the stage to a live Q&A where he answered questions about the things companies decide to continue doing that they can measure vs. what they don't do because they can't, how marketers need to keep...
Published 09/15/21
Chris Walker joined the Alphov & Lopez Podcast for a full 90 minutes to chat through attribution, high intent vs. low intent, and overall marketing strategy. Chris was asked what would happen if marketers forgot about leads and demo requests and instead focused solely on qualified pipeline and revenue. He also shared his thoughts on how ABM is nothing new, and how he'd recommend it be implemented today in an organization especially given the common disconnect between marketing and sales...
Published 09/13/21
Chris presented at the Mambu Keynote Series on the topic of ABM. He was able to clarify his thoughts through sharing his experience with ABM at previous businesses, for current clients, and internally at Refine Labs. “ABM is marketing fundamentals which were around way before the technology existed.”
Published 09/11/21
Chris Walker and Megan Bowen brought the Demand Gen Live community back last night to discuss where marketers get their information and the harm of over-relying on technology and ditching the fundamentals. The community members came on the show live to share where they get their information about marketing strategy and tactics, as well as reputable vendors. Chris dove into why marketers don't always need more budget, but instead need to often reevaluate and reallocate. They talked through...
Published 09/08/21
Dark Social consists of the places where B2B buyers are discovering new products where attribution is not available. Places like communities, organic social, groups, content platforms, meetups and internal comms. Why's dark social important to marketers? Because as Chris Walker says, "if you’re waiting on intent signals, you’re way too late." Dave Gerhardt, now Chief Brand Officer at Drift, joined Chris for a Demand Gen Expert Session to share insights into how to properly allocate resources...
Published 09/03/21
Chris Walker and Megan Bowen hosted another Demand Gen Live installment last night with a heavy focus on marketing in organic channels that can't be tracked easily, if at all. Chris built off of the Dark Funnel topic and introduced Dark Social, where most of B2B buying decisions are made. He commented that "if you're waiting on intent data, you're way too late." They also answered questions about determining which channels you should be focusing on as well as how to market to non-marketers,...
Published 09/01/21
Allison Munro, CMO at Vena Solutions, joined Chris to talk about a topic we’ve never covered on the State of Demand Gen: how to present to the board to build credibility and trust, and what level of information you should provide. Allison shares what the recipe is for a successful board deck, as well as how to outline the work and results marketing is driving for the business as a whole, instead of siloing the marketing team. She details the importance of knowing your audience and creating...
Published 08/29/21
Chris Walker presented a MUST listen keynote on marketing strategy & innovation yesterday. He talked about how marketers often are fed the wrong information which leads to poor strategy decisions, and how they can change that and position themselves to be ready for opportunities they can capitalize on. He stated that "marketing is pure offense when done correctly" and proceeded to share that many companies are solely playing defense. He shared a step by step process that all marketers...
Published 08/27/21
After a week off of Demand Gen Live, Chris and Megan were back last night for the Tuesday evening installment where they covered the following topics:  A big shift in B2B Search (SEO/SEM) dynamics,  Is the MQA the new MQL?,  Breaking down what happens when Marketing crushes their pipeline goals & sales misses quota by 50%,  Word of Mouth is driving a lot of business for you that you don't recognize,  Why the entire GTM motion should have some shared goals, and Ungated...
Published 08/25/21
This conversation was repurposed from Chris Walker's appearance as a guest on the B2B Made Simple Podcast. They got into the weeds in regards to organic social content strategy. Sam asked Chris questions about channels for new user acquisition, experimenting, metrics and the nitty gritty behind podcasting and creating content. Chris shared that the opportunity on LinkedIn organic isn't over, but it's certainly more challenging than it was a year or two ago.  Thanks to our friends at Hatch...
Published 08/21/21
Dustin Deno, SVP of Global Sales at Showpad, joined Chris on the podcast to address the following question: "when we stop generating leads that don't close, how are we going to keep our SDR team busy? They discussed an alternative for going outbound - intent, as well as how sales teams respond to this type of change. They also covered both the benefits and the challenges of this type of go-to-market and strategy change.  Thanks to our friends at Hatch for producing this episode. Get...
Published 08/18/21