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...

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...

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...

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...

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...

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...

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,...

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...

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...

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,...

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...

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...

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...

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...

“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 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  ...

With new listeners coming in every day, we wanted to highlight a couple of the most important episodes of 2023! *** Chris joined Ricky Sevta and Sean Diljore on the Sassy Talk podcast to share his insights on demand capture, demand creation, and revenue operations for early-stage B2B companies. He emphasizes the need for a data-driven approach to marketing and go-to-market strategies, highlighting the importance of using large-scale aggregated data to inform decision-making. Chris also...

With new listeners coming in every day, we wanted to highlight a couple of the most important episodes of 2023! *** With SaaStock and its incredible lineup of speakers in town, Chris was lucky to be able to do some in-person interviews for Revenue Vitals! First up was a chat surrounding leadership, mindset, and culture with ⁠Sam Jacobs⁠, CEO of Pavilion.  They chatted about: Key lessons and takeaways Sam has learned in his time as a CEO: Focus on the long term Love your...

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations.  He starts by reflecting on the year and sharing some insights and advice for entrepreneurs and professionals. He emphasizes the importance of perspective when considering the year you had, and encourages listeners to think about what a successful year in 2024 would look like for them. He then celebrates some Refine Labs wins, with clients and from...

Chris was invited to join Stijn van Willigen and Bart Snijders on the Sprints and Sneakers podcast, to discuss the importance of data-driven marketing strategies in B2B growth. He emphasizes the need for companies to focus on the right data and metrics to drive revenue and make informed decisions. He also highlights the shift towards a more scientific and data-driven approach in marketing and the need for companies to adapt to changing buyer behaviors. Chris shares insights on the evolving...

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations.  He starts by discussing the lack of data and tracking in companies that spend millions of dollars on Google paid search ads. He emphasizes the importance of having a system in place to measure the ROI of every investment in the channel. Chris highlights the need for marketers to go beyond basic metrics like conversions and clicks and focus on...

Chris was invited to join Nitzan Kravitz on Mayple’s Host the Pro Podcast to talk about the current trends in B2B marketing strategies and the need for a comprehensive understanding of customer behavior and engagement. He emphasizes the importance of data-driven decision-making and the limitations of traditional attribution models. Chris also highlights the shift towards short-form video content and the need for marketers to adapt to changing consumer preferences. While AI in marketing is...

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations.  He starts by discussing the importance of looking at marketing and sales data from a macro perspective rather than getting caught up in micro-level details. He emphasizes the need to analyze overall business performance and benchmark it against similar companies to identify trends and patterns. By zooming out and focusing on high-level insights,...

"As long as you continue to progress forward, you don't really run into an issue because the bot is not going to outrun the human in terms of innovation right now." Chris was joined by Sarah Kennedy Ellis, Vice President of Google Cloud, to talk about the current and future impact of AI in Marketing. They highlight the areas where AI can be implemented today, such as content generation, process automation, and data analysis. They also discuss the challenges and considerations in adopting...

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, which opens with covering important and timely industry observations.  He starts by discussing the importance of looking at marketing ROI from a holistic perspective rather than getting caught up in micro-analyzing individual campaigns. Then he shares proprietary data collected from B2B companies in the $50 to $250 million revenue range over the past four to eight quarters. The data reveals a wide range of marketing...