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 marketing insights. Learn about the various triggers that initiate customer acquisition in the digital landscape, the nuanced approach to using advertising budgets, and the future trajectory of marketing media utilization. With a detailed exploration of connected TV as an emerging channel and a rebuttal to common misconceptions surrounding contemporary demand generation tactics, the episode offers a plethora of strategic advice catered to marketing professionals seeking to stay ahead of the curve. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm