Episodes
Chris Walker and Megan Bowen hosted an hour-long installment of Demand Gen Live last night. They covered:  Why optimizing for SQLs instead of MQLs, even though they're further down the funnel, is often counterproductive and causes misalignment,  Manual attribution and our findings from implementing this on our site, and how this differs from multi-touch attribution,  Demo conversion by source as a means of troubleshooting declining demo requests,  YouTube SEO, and  How website...
Published 07/14/21
This episode was created from Chris's appearance a couple months ago on the Techie Talkie podcast. He answered questions as they related to: How attribution today is broken and how to fix it, the split between capturing demand and creating demand, and why podcasting is an underrated channel for creating demand. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm. Chris is presenting a keynote about LinkedIn organic at Demand Gen Live on...
Published 07/11/21
This episode is a playback from Chris's appearance on Kathleen Booth's Inbound Success Podcast. Kathleen started the conversation off by asking Chris about how he created such a buzz in the marketing industry in 2 short years. Their conversation then flowed into covering topics such as using data to shift away from the lead gen mindset, tactics vs. strategies, and optimizing for brand top of funnel. “Marketing is about finding something that works well, and then being incredibly consistent at...
Published 07/09/21
Chris Walker and Megan Bowen got the Demand Gen Live community together again last night to talk through a handful of impactful demand gen topics. They covered:  How to build your holistic website funnel (with 50-100x better conversion rates than lead gen),  Rethinking attribution using common sense - add these 3 measurement methods to your stack, &  How marketing teams can be prepared to capitalize on new opportunities when they emerge.  In addition to the agenda topics, they...
Published 07/07/21
Gaetano DiNardi, Head of Growth & Demand Gen at Nextiva, joined Chris in the new podcast studio to talk about the State of Demand Gen in 2021. They covered whether B2B demand gen has gotten easier or harder to execute since last year, demand creation vs. demand capturing, why there's a lot more waste now in B2B and what companies can do about it, marketing ops and of course...SEO. Check out the full episode to find out which 4 key places Chris and Gaetano recommend marketers focus for the...
Published 07/04/21
Latané Conant, CMO at 6sense, joined us for a Demand Gen Live Expert Series yesterday to talk about the dark funnel and how to use intent as a trigger for outbound as a means of getting off the MQL hamster wheel.
Published 07/02/21
Chris Walker and Megan Bowen hosted another Demand Gen Live community event this week. They covered three pre-set agenda topics: (1) The Demand Waterfall: Is it time for a new demand model?; (2) The 6 pillars to build your word of mouth strategy; (3) The big problem companies face when only focusing on capturing demand. Chris also opened the stage to a live Q&A and answered questions from the community in regards to quality vs. quantity of leads, content distribution and promotion,...
Published 06/30/21
Chris Walker joined Norwest Venture Partners for an event called “The New Rules of Digital Advertising.” He shared insights on the gap between leads and revenue, measuring on pipeline and revenue instead of solely on leads, and why measurement and attribution needs to shift in this new era of marketing. He also talked about reverse engineering how marketing got to where it is today and followed up his keynote with a brief Q&A. Thanks to our friends at Hatch for producing this episode....
Published 06/27/21
Chris Walker presented another keynote last week and shared his demand generation framework. Main takeaways: Word of mouth drives most B2B buying decisions today The best way to connect with your buyers is through content that resonates with them Attribution isn't always what it seems Content distribution is just as, if not more important, than creation  The same team should be responsible for both brand AND demand He also answered questions in regards to his demand gen framework,...
Published 06/25/21
Chris Walker hosted Demand Gen Live last night with MJ Peters as his co-host. They covered pipeline velocity and how to start incorporating that into your primary marketing metrics, the missing piece of product marketing, and building a community vs. building a following. Chris also answered questions about whether or not brand and demand should be separate functions in an organization, leveraging expertise and gaining trust amongst your audience, and limitations with direct attribution by...
Published 06/23/21
Christopher Lochhead, Author of Play Bigger and Host of the Lochhead On Marketing Podcast, joined Chris for an episode of State of Demand Gen. They shared insights on category design, what makes a legendary marketer, and why marketing is just sales at scale. Lochhead shared his thoughts and examples on why categories make brands as well as how to understand if a company really gets marketing. Disclaimer: This episode contains explicit language.  Thanks to our friends at Hatch for producing...
Published 06/20/21
Chris Walker hosted a European time zone-friendly episode of Demand Gen Live yesterday where he delivered a keynote on the Dark Funnel. He explained what the Dark Funnel is and what marketers can do to capture the attention of their buyers in the places and ways in which they ACTUALLY buy. He opened up the stage to a live Q&A after the keynote and answered questions about non-conversion-based paid social, whether or not you can measure the impact of marketing in the dark funnel, intent...
Published 06/18/21
Chris Walker hosted this week's Demand Gen Live from his new Boston podcast studio. The agenda consisted of: Why Marketing Teams Should Move to a Holistic Website-Sourced Funnel, Crash course: Revenue Ops for Marketers, and How to Measure the Impact of Brand. He answered questions from the audience in regards to freeing your marketing team from attribution, the dark funnel, pipeline marketing vs. creating demand, the purpose of landing pages, using brand and word of mouth to get in front of...
Published 06/16/21
Tom Wentworth, CMO at Recorded Future, joined Chris for a podcast episode last week. They discussed what happens when marketers make the shift from optimizing for leads to optimizing for pipeline, and Tom shared that getting more leads is not always good for the business. Chris and Tom talked through opportunity costs, the long term implications of optimizing for short-term metrics, the importance of brand in hitting pipeline goals, and why having a loyal audience creates a competitive...
Published 06/12/21
Chris Walker and Megan Bowen of Refine Labs hosted another Demand Gen Live last night. The agenda consisted of: Performance Marketing vs. Brand Marketing, Why You Don't *Need* SEO in 2021, and How Top Marketers Stay Ahead of the Curve. They also answered live questions about ungating content, adjusting your metrics and how that affects things downstream, the iOS 15 update, prioritization based on perceived or measurable impact, and creating content. Thanks to our friends at Hatch for...
Published 06/09/21
Chris Walker, CEO at Refine Labs, hosted another small business consulting session where he narrowed in on a company's biggest opportunity to double down their efforts in what he calls the "white space." This is where there's a lot of organic reach and competitors are not executing properly. He also shared his take on their Google Search strategy and how he'd recommend taking their positioning to the next level. Thanks to our friends at Hatch for producing this episode. Get unlimited...
Published 06/06/21
Chris Walker went live yesterday with Dave Gerhardt, CMO at Privy, to have a discussion around the topic of how to prioritize your career path as a marketer. They talked through why it isn't necessary to be an expert at every function within marketing, but to have an understanding of what good looks like in all those functions as well as a broader understanding of how marketing interacts with other departments throughout an organization. Chris and Dave took questions live as they related to...
Published 06/04/21
Last night on Demand Gen Live, Chris and Megan covered the following topics: The truth about influencer marketing that executives need to recognize Relationship building is at the core of B2B influencer marketing The value of user-generated content Great marketing means sales isn’t needed in the same capacity What types of content drive the most engagement Leveraging trade shows in an unconventional manner Sales enablement content Ad consumption - is there a negative impact...
Published 06/02/21
Christine Leonard, Director of Marketing Optimization at Amplify, came onto State of Demand Gen for an episode of Back to Basics about marketing optimization and the buyer experience. They touched on how to avoid a leaky funnel by making sure in ICP buyers are being handled appropriately, and how a phenomenal buyer experience can be a differentiator. Chris and Christine went back and forth on why marketers should be shadowing their sales teams so they understand what happens when a lead is...
Published 05/30/21
Kathleen Booth, VP of Marketing at clean.io, joined Chris on State of Demand Gen to talk about authenticity in marketing. They discussed how to build leadership's confidence when it comes to experimentation and testing, why a "checking the box" approach to content is a huge missed opportunity, and the nuances between subscription and membership models. Kathleen and Chris shared their thoughts on outdated marketing strategies and how to freshen them up, and why brand marketing for a large...
Published 05/28/21
Gaetano DiNardi (Director of Growth Marketing @ Nextiva) made a surprise appearance on Demand Gen Live with Chris Walker last night. They covered... What The Dark Funnel Is and How Marketers Can Use it to Market Better Issues with Intent Data Marketing Momentum The Importance of Consistency Creating a top 25 marketing podcast Leaning into what you can't measure Compounding gains Distribution strategies for hard to reach audiences Targeted direct mail When to outsource...
Published 05/26/21
Nick Bennett (Director of Account-Based & Field Marketing @ Alyce) brought Chris onto his Field Marketing Meetup to talk about the biggest upcoming opportunities in the field marketing space. They broke down the definition of field marketing and how field marketing tactics move across into demand and product marketing. It's important to note that what field marketing is defined as in one organization could be completely different than what it may be in another, but is oftentimes the...
Published 05/24/21
Chris joined Mark Stouse on the Accelerating Value podcast to talk about the differences between B2C and B2B, specifically in regards to what B2B companies should unlearn from B2C marketing strategies. They talked about disrupting the “agency” world and why if a marketing agency can’t market themselves that should be a red flag. Chris also shared why churn is a business problem, not a customer success problem, and what the leading causes of churn are and how to correct them. Thanks to our...
Published 05/22/21
Chris and Megan hosted a special episode of Demand Gen Live last night with the primary focus being career growth and entrepreneurship. Chris kicked off the episode sharing his unconventional career path and how he ended up founding Refine Labs. They followed up with a Q&A where they covered an assortment of topics including:   Intent signals How do you keep your strategy moving or know when it’s time to move on As a marketer your job is to keep moving with your customer Following...
Published 05/19/21
Chris hosted a consulting call with a one-person marketing team with no budget at a small business. He shared his insights on the best approaches to take, given the inputs, to answer the following question: "If we have certain brands we want to target, what would be the best marketing approach to begin to attract that potential business via our digital marketing channels?" Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.
Published 05/15/21