Passetto - Podcast Details

Shows

GTM LiveGTM Masterclass: How to Actually Measure GTM Performance in B2B SaaSThis week on GTM Live, Carolyn and Trevor walk through a practical, step-by-step breakdown of how companies should be measuring GTM performance—beyond the outdated funnel reports and measurement models that most teams are still relying on.This episode is structured like a mini masterclass: You’ll learn the real stages of the GTM revenue factory, what metrics to track at each one, and how to spot the signals that lead to qualified pipeline before opportunities even exist.They also cover how most common GTM measurement systems fail, and what leading companies are doing instead, and...2025-06-271h 05

GTM LiveDitch “Who Sourced the Deal”: 5 Data-Driven KPIs to Measure GTM SuccessThis week on GTM Live, Carolyn unpacks one of the most deeply ingrained—but damaging—habits in B2B go-to-market: measuring success based on which department sourced the deal.While many marketing leaders know this approach doesn’t reflect reality, changing it is hard, especially in legacy orgs with outdated attribution models, internal inertia, and leadership that still demands simple answers to complex questions.In this solo episode, Carolyn breaks down the real problem: measuring performance by team creates siloed decision-making, warped incentives, and misses what actually moves buyers through the funnel.You’ll hear...2025-06-1628 min

GTM LiveHow to Get Real ROI from Paid Media (with Megan Bowen)This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separa...2025-06-0658 min

GTM LiveMUST LISTEN: The 9 Biggest GTM Dysfunctions in B2B SaaSThis week on GTM Live, Carolyn and Trevor unpack the 9 go-to-market dysfunctions quietly derailing growth at even the most ambitious B2B companies.They dig into why so many teams, despite big budgets, headcount, and tools, are still struggling to drive efficient growth. Spoiler: it’s not the people. It’s the system.You’ll hear why fragmented data, financial secrecy, and siloed ownership are causing misalignment across marketing, sales, finance, and CS. And what it takes to rebuild GTM as a unified, accountable system.Trevor breaks down the real role of Rev...2025-05-2953 min

GTM LiveThe Ugly Truth About Pipeline (Real Talk for GTM Teams Running on Broken Systems)This week on GTM Live, Carolyn sits down with Nick Flamini, host of the Sales Architecture Podcast, to explore the real reasons most go-to-market teams are still struggling—despite all the headcount, tools, and budget. They dig into the myth of “more BDRs = more pipeline,” and why most organizations are missing the data, architecture, and cross-functional alignment required to scale efficiently.Carolyn explains why “go-to-market bloat” is a symptom of deeper system issues, not bad people. She shares how Passetto is helping companies rethink how they connect marketing, sales, finance, and RevOps through a unified GTM data l...2025-05-2243 min

GTM LiveThe Hidden Systems Behind REAL Product-Led Growth (with Wes Bush)Most SaaS teams claim they’re “doing PLG,” but very few are doing it well. This week on GTM Live, Carolyn and Trevor sit down with Wes Bush, CEO of ProductLed, to unpack why product-led growth often fails—and what to do about it. They explore why PLG isn’t just a pricing model or trial strategy, but a deep, systems-level shift that most teams underestimate.Wes shares the “PLG iceberg” framework: how surface-level features (like a free trial) are only a fraction of the equation, and what’s really beneath the waterline. Carolyn draws parallels to GTM...2025-05-1247 min

GTM LiveExposing the Attribution Lie That’s Costing You MillionsEveryone’s analyzing win rates, but too few teams are asking the harder question: how did that opportunity even begin?This week on GTM Live, Trevor and Carolyn break down the most overlooked stage in go-to-market: what happens before a lead becomes a lead. They unpack why early-funnel signals (the ones that come before forms, meetings, or MQL scores) are where your growth strategy is made or broken.They explain why it’s not enough to measure performance after the fact, and how traditional attribution misses the hidden work happening in the earliest phases of pipe...2025-05-0158 min

The B2B Playbook#180: Revenue Alignment Architecture: How Passetto x CRO School Are Redefining B2B GTMWhy is go-to-market still broken in B2B?Because nobody owns the commercial outcome.In this pivotal episode of The B2B Playbook, we sit down with Carolyn Dilks (co-founder of Passetto) and Adem Manderovic (co-founder of CRO School) to unpack why sales, marketing, and customer success continue to operate in silos—and what needs to change.This isn’t another “alignment” chat.It’s a practical blueprint for rebuilding GTM around commercial oversight, financial accountability, and real market validation—not just KPIs that ma...2025-04-2747 min

GTM LiveWhy Your GTM Strategy Isn’t Working (Hint: Attribution, Data, and Unit Economics)This week on GTM Live, Carolyn and Trevor dive into the messiness of go-to-market strategy: overspending on pipeline, bad attribution models, and why marketers are often stuck doing RevOps jobs.Carolyn breaks down the trap of chasing new logos without clear ROI, while Trevor shares how his IT-to-marketing journey led to launching Passetto to fix these exact issues. They get into why data architecture matters before building strategy, and how single-touch attribution is holding teams back.Stick around for listener Q&A, lessons learned from the trenches, and real talk on what actually drives growth.2025-04-1046 min

GTM LiveRV240 - The End Of An Era (And Beginning Of A New One) - Go To Market Live Episode 45After a month-long sabbatical that took him across Australia, New Zealand, and Fiji, Chris Walker returns to Revenue Vitals with a life-changing announcement. In this deeply personal episode, Chris reveals a profound shift in his perspective and purpose that has led him to hand over hosting duties to Carolyn Dilks (Co-Founder and Managing Partner @ Passetto) who will be rebranding the show to “GTM Live”, while he embarks on a new mission. Sharing intimate details about his personal transformation through self-reflection and experiencing "operating system upgrades," Chris outlines his new mission for helping others unlock their innate...2025-04-0424 min

GTM LiveRV236 - The Role of Finance Leaders in GTM SuccessIn this episode, Chris joinsFP&A Tomorrow host Paul Barnhurst (a.k.a.The FP&A Guy) to talk about the intersection of finance and GTM. Chris shares his perspective on why most B2B companies get GTM investments wrong, the inefficiencies in traditional marketing measurement, and how CFO's and finance teams can play an incredibly strategic role in driving revenue efficiency.Key topics from this episode:The disconnect between finance and GTM teams—and how to fix itWhy most companies mis-allocate GTM investmentsThe problem with measuring mar...2025-02-111h 04

The SaaS Revolution ShowHow to Improve Demand Gen for your SaaS Business, with Chris Walker (Passetto, previously Refine Labs)One of our most listened to episodes, we're bringing back Chris Walker, CEO at Passetto (previously Founder and CEO of Refine Labs, a progressive demand generation agency that challenges the status quo in B2B marketing). Before launching Refine Labs, Chris led marketing at two B2B firms where he built the foundation of his unique perspective on demand generation. Now, at Passetto, a Growth Advisory Firm for SaaS CEOs Scaling from $10MM - $100MM+, Chris helps CEOs and CFOs get instant GTM clarity. Chris joined our host Alex on an exclusive founder members only workshop as part of our...2025-01-3058 min

GTM LiveRV233 - My Lessons From Scaling to $22 MillionChris joined Brad Zomick’s show (LinkedIn Famous), where he shared insights on personal growth as a founder, his learnings from executing on LinkedIn for 5 years, and the new playbook founders can use to build and grow their companies. Key topics from this episode:The right way to approach LinkedIn (hint: vanity metrics don’t matter)Personal growth and intuition as a founderLearnings and mistakes from scaling Refine Labs & PassettoLive events as a compounding assetWhy founders should re-think the VC-funded modelThe futur...2025-01-2848 min

GTM LiveRV229 - The 2025 B2B Content PlaybookIn this episode, Chris Walker joins a live event by Finn Thormeier to share his current approach to content, and what it takes to create a B2B content strategy in 2025 that actually works. Topics covered in this episode:Chris’s current content approach and strategy while building PassettoThe problem with sharing your IP too freely in your contentLead gen vs. audience buildingInvite-only events as a secret weaponWhen to focus on niche vs. broad contentHow to develop your content POV’s...2024-12-3152 min

GTM LiveRV221 - My POV and Messaging Framework (to 10x Growth)Chris Walker joins Erik Jacobson (CEO at Hatch.fm) to talk through Chris's recent update to his strategic narrative, POVs, and messaging at Passetto, which has resulted in generating more pipeline and revenue in the month of October alone than all of 2024 combined up to that point.Listen to this episode to hear Chris’s framework on how to turn what you say (your message) into 10x growth.2024-11-0749 min

GTM LiveRV212 - From Solo Consultant to Industry Leader: Chris Walker on the Leader Leverage PodcastChris joined Andrew Kappel, host of the Leader Leverage Podcast, to talk about his transition into a leadership role and how that’s affected his perspective on GTM strategies. Chris outlines the critical leverage points in early-stage businesses and emphasizes the significant impact of engaging with actual customers to refine products and services. He discusses the foundation of Passetto, explaining how it merges financial and go-to-market data to enable CEOs and CFOs to make strategic decisions based on comprehensive, real-time insights. Key Takeaways:Leverage Points in Business Development: Listening to customers and iterating based on the...2024-09-1719 min

Remarkable Content with Ian FaisonClarkson’s Farm: B2B Marketing Lessons from Jeremy Clarkson’s New Show with Co-Founder & SVP of GTM Strategy at Passetto, Sidney WaterfallHow much of the realities of your business do you want your audience to see? The truth is, there are benefits to baring it all.Especially when you’re a startup, showing your trials and tribulations endears your brand to viewers. It feels raw and real and trusting. It’s a way to build an audience of dedicated fans. And in this episode, we’re learning about this kind of radical transparency from Jeremy Clarkson.Known in the car world for his shenanigans and quick wit on the show The Grand Tour, Jeremy Clarkso...2024-08-0649 min

GTM LiveRV201 - B2B Marketing Evolution | Scaleup Valley PodcastChris joined Mike Dias on the Scaleup Valley podcast to explore his career journey and the founding of Refine Labs and Passetto. He begins by discussing his early work in B2B companies, where he noticed a disconnect between market trends and traditional go-to-market strategies. His pivot to marketing in 2016 paved the way for the creation of Refine Labs in 2019. Chris shares his observations on the shift in market dynamics with rising interest rates and investor expectations pivoting towards profitability and efficiency, which prompted him to start Passetto.Expanding on his vision for the future, Chris elaborates...2024-08-0238 min

GTM LiveRV197 - Marketing ROI and Unit Economics | Go To Market Live Episode 23In this week’s event, Chris talks marketing budgets, unit economics, and go-to-market strategies. Kicking off with a company update from Passetto, Chris shares the exciting news of their expanding team and the positive trend in customer renewals, signaling early success. He emphasizes the importance of unit economics in marketing, debunking the myth that budget constraints are the primary issue for CMOs.Chris highlights the stark differences between average and high-performing companies, discussing how effective investment in marketing and SDRs can drastically alter business outcomes. He elaborates on the benefits of deletion over addition in marketing strategy, ad...2024-07-1955 min

GTM LiveRV188 - Marketing with a Growth Mindset | Product Market Fit ShowChris 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 technology sector and outlines the importance of understanding customer needs in product development and marketing. He also dives into the...2024-06-1153 min

GTM LiveRV186 - B2B Marketing EvolutionChris 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 businesses. Implementing smart cost-cutting strategies and focusing on an integrated view of marketing and revenue are crucial...2024-06-0729 min

GTM LiveRV180 - Achieving Objective Attribution Measurement | Attribution NationChris 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 observed in traditional marketing roles and the transformative digital demand strategies he implemented. With an adept understanding of customer behavior and market dynamics, he makes a...2024-05-1745 min

B2B Revenue RebelsHow to Implement Signal-Based GTM in B2B - Chris Walker, CEO of Passetto - Part 2This episode continues the conversation with Chris Walker - Executive Chairman of Refine Labs and CEO of Pasetto - a GTM Strategy Consultancy that helps B2B Executives identify and execute against their highest priority growth levers with confidence and clarity. He’s also the host of B2B Revenue Vitals - one of the most beloved podcasts in the B2B revenue ethos.Chris brings up the statistic that 50% of revenue is typically budgeted towards your go-to-market motion, which most of the time leads to about 1/5th of that being recouped in ARR. This shouldn’t be th...2024-05-1027 min

GTM LiveRV171 - What Matters in B2B Marketing in 2024Chris 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 delves into the specifics, arguing that the economic downturn is beckoning B2B tech companies to reassess and rigorously scrutinize go-to-market in...2024-04-2650 min

GTM LiveRV168 - Unlocking the Power of Signal-Based Selling | Go-To-Market MavericksChris 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 leads to ineffective investment allocation and sales team overwhelm. Chris orchestrates a deep dive into the distinctions between signal providers and signal analytics, underscoring the essence...2024-04-1940 min

GTM LiveRV162 - Understanding Transformational Leadership | RevSpot Podcast“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 compares the strategies for coping with stress and expectations in both sports and business. He also disc...2024-04-0234 min

GoNOMAD Travel PodcastThe Caves of PassettoNear the city of Ancona in the Marche region of Eastern Italy, the village of Passetto has had famous beachside caves since the 1800s. GoNOMAD Travel Writer Cindy-Lou Dale met some of the lucky few who own these cave/beach houses of Passetto. See photos and read the story on GoNOMAD.com https://www.gonomad.com/187958-ancona-the-impressive-caves-of-passetto-italy 2023-12-0904 min

SB OnAirVoci dal Passetto - Quarantanovesima puntataLa storia delle grotte del Passetto vi affascina?😍 Ne volete sapere sempre di più?👍 In questa terza puntata della trilogia sul mare di Ancona troverete tutte le risposte: il Prof. Dubbini vi racconterà qualcosa sulla vita di questo luogo magico, tra usi costumi attività microeconomia e storia anconetana e italiana... A seguire un intermezzo molto "sperimentale"🔨🔗⛵ in cui potrete ascoltare direttamente i "rumori del lavoro in grotta", con la gentile collaborazione di grottaroli doc quali i Proff. Guerci e Signorini: è il modo di SB On Air per omaggiare l'indimenticato Maestro di Pollution, Franco Battiato 🎼🎵🎵🎵Ma l'esclusiva è un'intervista della 3C SPORT a Sauro Marinelli 🎙ultimo...2021-06-0227 min

GTM Live73 - Capturing Demand vs. Creating Demand | Demand Gen Live S2 x05Chris and Megan powered through another Demand Gen Live last night to discuss the differences between Capturing Demand and Creating Demand. We also answered questions submitted in advance and live about: Assignments during the recruitment process for Director+ level roles; Podcasting in a saturated market; What creative works best for paid social campaigns; and How to get customer feedback as a marketer. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refi...2020-11-041h 30

GTM Live72 - ABM isn’t a One Size Fits All Strategy | Josh Wagner (Head of Partnerships, LeadMD)Josh Wagner (Head of Partnerships @ LeadMD) joined Chris Walker for a short session on State of Demand Gen. They deep dive into Account Based Marketing (ABM) to discuss how it originated and has been used well, and poorly, especially in the B2B SaaS space. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-11-0230 min

GTM Live71 - Creating Demand with Momentum | Demand Gen Live S2 x04Last night we continued Season 2 of Demand Gen Live with the AMA format. Chris and Megan tackled questions asked both before the show and live ranging from what demand REALLY means and how to create it with momentum to case studies and podcasts. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-10-281h 32

GTM Live70 - Unrealistic Goals Drive Poor Marketing Behaviors | SUMMIT Podcast with Kyle HamerKyle Hamer (Founder & CEO, Hamer Marketing Group) hosted Chris Walker on the SUMMIT Podcast to talk about marketing in a post-COVID-19 world. They discussed how to use both intuition and data to determine where to spend your budget, why you should separate performance and brand, and how unrealistic goals drive the wrong marketing behaviors. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-10-2641 min

GTM Live69 - B2B Influencer Marketing | Kevin "KD" Dorsey (VP of Inside Sales @ PatientPop)Kevin "KD" Dorsey joined Chris on State of Demand Gen this week to talk about how B2B can learn from B2C, especially in regards to influencer marketing. They discuss their thoughts on B2B influencer/user marketing and why SaaS companies in particular should be considering this approach. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-10-2439 min

GTM Live68 - Brand, Demand & ABM | Demand Gen Live S2 x03On last night's Demand Gen Live we received several questions before the show and tackled them live. Some topics we covered include: -Brand, Demand, ABM - Where to focus?; -First 90 days as the first marketing hire; and -How the pursuit of ROI and Efficiency drives bad marketing. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-10-211h 15

GTM Live65 - The Demand Do’s and Don’ts | Latané Conant (CMO, 6sense)Latané Conant, CMO at 6sense, joined Chris Walker on State of Demand Gen to go into more detail about the concepts that are discussed in her new book “No Forms. No Spam. No Cold Calls.” For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-10-1047 min

GTM Live64 - Demand Predictions for 2021 | Demand Gen Live S2 x01Last night we kicked off Season 2 of Demand Gen Live with our co-hosts Chris Walker (CEO, Refine Labs) and Megan Bowen (CCO, Refine Labs). We leaned harder into the AMA format and covered a variety of topics including: Being proactive vs. reactive in the sales process and with customers; Why meaningful content should be incorporated throughout the entire sales and customer journey; Launching into a new market with a new product; Customer at-risk identification programs; and 2021 Demand predictions For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Ti...2020-10-071h 36

GTM Live63 - Marketing is not Sales and Sales is not Marketing | Darryl PraillChris interviewed Darryl Praill (CRO @ VanillaSoft) on State of Demand Gen this week to talk about marketing, sales, and where both sit in the organization. They discuss common frictions between the two teams, and how they can work together to achieve a shared goal...revenue. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-10-0352 min

GTM Live62 - "Nurturing" Leads in Long Sales Cycles | Demand Gen Live S1 x28In the Season 1 Finale of Demand Gen Live, we had Gaetano DiNardi (Director of Growth Marketing, Nextiva) back to go through a stacked agenda. We covered: -Scaling a global demand team, -Why Enterprise companies don't publish pricing, -Hot takes on LinkedIn stories, -Why is it so hard to hire top demand gen talent?, and -Better ways to nurture "leads" in long sales cycles. Tune in next week LIVE for Season 2! Link to register here: https://zoom.us/meeting/register/uJIpdO-vqDsoxeNkHjM_AAG9HFI9...2020-09-301h 24

GTM Live61 - Why Your Company Should Start a Podcast | Brands That Podcast w/ Erik JacobsonErik Jacobson (CEO, Lemonpie) interviewed Chris Walker on "Brands That Podcast" to talk about Chris's thoughts on what most B2B companies are doing wrong in regards to leads and attribution. He also goes into detail about the State of Demand Gen podcast and how companies should be integrating podcasting and organic LinkedIn thought leadership into their marketing strategy. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-09-2837 min

GTM Live60 - Focus on THEM, not You | Scott Rivers (Managing Partner, Cerca Talent+)Chris sat down with Scott Rivers (Managing Partner, Cerca Talent+) to talk about modern marketing. They touched on how to can get to a place with your marketing where you are allowing your buyers to learn about your product in the way that THEY want, as well as how to commit to, set expectations, and get buy-in throughout your organization when running a new experiment. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and...2020-09-2640 min

GTM Live59 - Facebook Ads in 2021 | Demand Gen Live S1 x27Gaetano DiNardi (Director of Growth Marketing, Nextiva) joined us once again for the 27th installment of Demand Gen Live. We covered: why overweight sales teams can get marketers stuck on the lead gen hamster wheel, why Facebook ads should remain in your 2021 marketing mix, and also hosted a live AMA and took questions from the attendees. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-09-231h 14

GTM Live58 - If You Want to Be Average, Outsource Your Content | Jonathan Beaton (VP Marketing, IntSights)Chris Walker was joined by Jonathan Beaton, VP of Marketing at IntSights, to talk through the marketing values they hold that go against the grain. They touched on how they got where they are today, how to stay ahead of the curve, performance marketing, outsourcing content, and modern PR. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-09-1954 min

GTM Live57 - Why Your Company Should Start a Podcast | Demand Gen Live S1 x26This installment of Demand Gen Live marks 6 months since we started the series on Zoom. We dove into why your company should seriously consider starting a podcast and did an in depth live paid social and search analysis of a B2B SaaS company. We concluded with a live Q&A and an incentivized challenge for our attendees. NOTE: The live B2B paid social & search breakdown was cut out from this audio recording. To view the screen share, check out Demand Gen Live x26 on the Refine Labs YouTube channel. For m...2020-09-161h 08

GTM Live56 - The E-Book is Dead | Alice de Courcy (CMO, Cognism)Chris Walker joined Alice de Courcy (CMO, Cognism) for a fireside chat about e-books. He shared his thoughts on what marketers should be channeling their time and energy into instead of the traditional e-book and suggests other methods of tracking past the initial download for those that still choose to produce them. Alice and Chris have differing thoughts on the use and effectiveness of the e-book and both make a compelling case for when and how they should be used in conjunction with other tactics in a marketing strategy. For more content, subscribe to S...2020-09-1252 min

GTM Live55 - The Growth at all Costs Mindset | Demand Gen Live S1 x25Over 50 marketers and sales folks gathered together on Zoom for Demand Gen Live this Tuesday. We were joined by Megan Bowen (CCO, Refine Labs) and discussed: The "growth at all costs" mindset; Why intelligent leaders stop innovating; ABM and Intent data - if and when to use both; and Why some CEOs resist investing in marketing. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-09-091h 40

GTM Live54 - Spend Your Budget Like It's Your Own Money | Champagne Strategy with John JamesChris Walker joined John James on the Champagne Strategy podcast last week to talk about a wide range of topics across marketing, sales, and entrepreneurship. They covered: Why organizations invest heavily in sales headcount as a replacement for lack of demand, and what happens as a result thereof; What Chris's entrepreneurial background taught him about how people make purchasing decisions; How to spend your marketing budget like it's your own money; and The difference between high performing teams and high potential teams. For more content, subscribe...2020-09-071h 13

GTM Live53 - Stuck in the Metrics | Jason Widup (VP Marketing @ metadata.io)Jason Widup, VP of Marketing at metadata.io, joined us on State of Demand Gen to share his thoughts on marketing in 2020. We talked about how we define performance marketing and how it fits into the overall marketing strategy, why paid social isn’t an intent channel, and what happens when you are stuck in an endless cycle of measuring TOO much. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-09-0531 min

GTM Live52 - Identifying True Intent | Demand Gen Live S1 x24We broke the record for the longest Demand Gen Live to date on last night's installment. We discussed: What should my ROI be on Google Ads; How can you identify true intent; Partnership marketing strategies; Is NPS a metric worth considering; What to do when competitors play below the line; and a live Q&A. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-09-021h 42

GTM Live51 - Top of Funnel Outreach with Josh BraunWe hosted an event in early 2020 with Josh Braun in Miami, FL to talk about top of funnel outreach in B2B sales and marketing. Chris and Josh dove into how to get prospects to come knocking on your door and have your brand top of mind when they're ready to buy, as well as how to sell to prospects who may not know they have a problem you can solve. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check...2020-08-281h 09

GTM Live50 - Brand vs. Demand | Demand Gen Live S1 x23Megan Bowen (CCO, Refine Labs) joined us again on Demand Gen Live in Gaetano's place. We talked about: Other alternatives to the sales/marketing compensation divide, how Sales can better align with Marketing on an organic approach, go-to questions when conducting customer research, LinkedIn company page metrics, and separating marketing into brand and demand teams. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube. 2020-08-261h 32

GTM Live49 - Demand Gen for Sales Leaders | Richard HarrisRichard Harris, Founder of The Harris Consulting Group, came on the State of Demand Gen podcast today. We covered: What parallels appear in both the sales and marketing worlds; How measuring the things that don’t matter and don’t map to business results affects the sales org; What questions should a sales leader be asking to understand demand gen better; and Where the CRO role fits in the org chart. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Ti...2020-08-2251 min

GTM Live48 - When to Trust Your Gut vs. Your Data | Demand Gen Live S1 x22Gaetano DiNardi returns for this week's Demand Gen Live. We tackled the following topics: The brand halo effect, when to trust your gut instead of your data, and why you should develop content in-house. We hosted a 45 minute live Q&A following the previous topics. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-08-191h 16

GTM Live47 - The No-Commission Sales Rep | Love Selling Hate Sales with Josh WagnerChris Walker joined Josh Wagner on the Love Selling Hate Sales podcast. They talked about: balancing marketing with sales, where the balance lies between building relationships and hitting quotas, how to really get into your customers' shoes, and different trains of thought when it comes to sales rep compensation plans. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-08-1525 min

GTM Live46 - Should Content Marketing be Tied to Revenue? | Demand Gen Live S1 x21On last night's Demand Gen Live, Megan Bowen (CCO, Refine Labs) joined Chris Walker (CEO, Refine Labs) in Gaetano DiNardi's place. Over 50 marketers and sales folks joined the call and participated in a live Q&A. We covered: why brand marketing lowers CAC, what needs to change from a marketing and CX perspective with enterprise deals, should content marketing be tied to a revenue goal, dealing with a CEO who doesn't understand marketing, and what the best answer is to: "if your marketing budget was reduced by 50%, what marketing channels would you execute on an...2020-08-121h 04

GTM Live45 - Slow and Steady Wins the Race | Surf & Sales PodcastChris joined the Surf & Sales podcast last week to go into depth on how his background and experiences at former companies shaped the work he does at Refine Labs. They went into depth about: Whether marketing is getting better at selling or sales is getting better at marketing; Why you can't have a short-term mindset with content marketing and thought leadership; and How attribution causes marketers to forget common sense. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out...2020-08-0845 min

GTM Live44 - The Predictability of Demand Gen | Demand Gen Live S1 x20Chris Walker (CEO, Refine Labs) and Gaetano DiNardi (Director of Demand Generation, Nextiva) hosted Demand Gen Live for the 20th week in a row. They focused on pre-submitted questions as they related to sales forecasting, LinkedIn video ads, growth hacks, and whether webinars are brand or performance. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-08-051h 18

GTM Live43 - Attribution Doesn’t Tell the Full Story | ABM Conversations PodcastChris joined Yaagneshwaren Ganesh and Manish Nepal on the ABM Conversations Podcast last week to share his thoughts on how attribution oftentimes misses the mark when being used to measure the results of content marketing, what marketers can do in place of trade-shows and in-person events, and why your best leads shouldn't be going to an SDR. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-08-0444 min

GTM Live42 - How Buyers ACTUALLY Buy | The Leadership Locker with Rich CardonaChris joined Rich Cardona on The Leadership Locker to share his thoughts on how companies should be implementing a truly buyer-centric marketing and sales model. They discussed what product management can teach you about marketing, how to attract and educate your buyers instead of convincing them, and the benefits of pivoting to revenue marketing. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-3144 min

GTM Live41 - Should You Outsource Your Content Production? | Demand Gen Live S1 x19This week on Demand Gen Live we talked about the importance of qualitative metrics, why not to use LinkedIn Engagement Pods, gating content, and outsourced content production. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-2952 min

GTM Live40 - When Attribution Can't Connect the Dots | Demand Gen Live S1 x18On this week's Demand Gen Live, Chris Walker and Gaetano DiNardi jammed on...how to know if it is your campaign that is failing or your messaging, when attribution can't connect the dots, company profiles on LinkedIn, and key metrics to include in your reports to the board. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-221h 11

GTM Live39 - Hiring and Running a Business During a Pandemic | Amy VolasAmy Volas (Founder & CEO, Avenue Talent Partners) joined us on State of Demand Gen to talk about running a successful business during a pandemic, hiring misconceptions, and how to interpret blanket advice on LinkedIn. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-2143 min

GTM Live38 - Shifts CMOs Need to Make for Further Success | Josh WagnerWe're super excited to have Josh Wagner on the State of Demand Gen podcast. The high level topic of our conversation today is how a CMO can best translate marketing to the rest of the C-suites and implement changes in regards to metrics that matter, sales and marketing alignment, attribution, and so on. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-1757 min

GTM Live37 - Warning Signs of Inbound Demand Plateau | Demand Gen Live S1 x17In this episode of Demand Gen Live we covered the following: warning signs of inbound demand plateau, the death of the gated webinar as a means of lead gen, why "integrated campaigns" just means campaigns, and what a day in the life of a Director of Demand Generation entails. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-151h 00

GTM Live36 - What is Sales Enablement? | Roderick JeffersonWe brought Roderick Jefferson onto the State of Demand Gen podcast to learn his take on Sales Enablement. He shares his knowledge and experience as it relates to what exactly sales enablement is, what metrics matter from an enablement perspective, how sales has changed in 2020, and where sales enablement falls in the org chart. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-1423 min

GTM Live35 - How to Run Profitable Adwords Campaigns | Demand Gen Live S1 x16On the 16th installment of Demand Gen Live, Chris Walker (CEO, Refine Labs) and Gaetano DiNardi (Director of Demand Gen, Nextiva) discuss how to run profitable Adwords campaigns, why aligning with revenue causes lead quantity to drop, and the future of the SDR role. They also hosted a live Q&A and a repeat attendee shared her experience with using the skills she has learned in the Demand Gen Live sessions. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs...2020-07-0852 min

GTM Live34 - Rethinking Demand Generation | SaaS-Story in the Making with Matt WolachChris joined Matt Wolach on the SaaS-Story in the Making podcast to discuss his methodology as it relates to demand generation and reframing the traditional model. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-0726 min

GTM Live33 - Back-To-Market Strategy Series | Skaled ConsultingThere's been a lot of talk around the "new normal" lately. But what exactly IS the new normal and how will it affect your business moving forward? In the second episode of Skaled Consulting's Back-To-Market Strategy Series, Chris Walker talks with Jake Dunlap (CEO, Skaled Consulting) and Joe Mullings (CEO, The Mullings Group) about building and scaling your back-to-market strategy as it applies to Marketing, Sales, and Talent. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and...2020-07-0254 min

GTM Live32 - Modern Ways to Drive Brand Awareness | Demand Gen Live S1 x15Chris and Gaetano discuss the following points as well as questions that popped up in the live chat: Return on Ad Spend (ROAS) vs. Customer Acquisition Cost (CAC), why growth-stage companies should not market like industry giants, how to measure brand marketing, and why B2B companies are not all in LinkedIn marketing. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-07-011h 02

GTM Live31 - Enterprise Sales and Starting a Small Business with Josh Wagner (LeadMD)Throwback to when we stopped in with LeadMD (Phoenix, AZ) where Chris Walker (CEO, Refine Labs) and Josh Wagner (Enterprise Account Executive, LeadMD) discussed B2B Sales and the SDR model, how building a side hustle gives you strong business experience, and how B2B companies should be applying B2C marketing approaches. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-06-3025 min

GTM Live30 - Sales, Process, and Innovation with Franklin WilliamsFranklin Williams (Skaled Consulting) chatted with us about the outdated SDR/AE model and what needs to change for the model to work for the way buyers are buying today. The SDR function was originally created to serve as a conversation starter in an effort to remove that repetitive task from the AE's plate, but now makes the task almost redundant. For more content, subscribe to State of Demand Gen on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-06-2637 min

GTM Live29 - Top-Down SEO Analysis | Demand Gen Live S1 x14This installment of Demand Gen Live features: a Facebook retargeting demonstration, a conversation about what chat bots are doing to sales, a full top-down SEO analysis with Gaetano, when to use a company page on LinkedIn vs. an employee profile, and Chris and Gaetano's thoughts on whether or not sales enablement should fall under demand gen. The video version of this recording, complete with the Facebook retargeting and SEO analysis screenshares, is available on our YouTube channel here: https://www.youtube.com/channel/UC0K09cBbbyOJm-LGKl59Ybg 2020-06-241h 02

GTM Live28 - Why Customer Success is so Misunderstood with Megan Bowen (VP of CS, Platterz)This episode features a throwback to our chat with Megan Bowen (VP Customer Success, Platterz). We discuss some of the reasons why Customer Success is so misunderstood, where the CS function fits into the org chart, and why all departments should have visibility into customer segmentation, the ICP, and the customer journey. For more content, subscribe to our podcast on Spotify or Apple Podcasts. Tired of just listening? Check out Refine Labs on LinkedIn and YouTube.2020-06-201h 08

GTM Live27 - How to Set Up Audience Targeting in Facebook Ads Manager | Demand Gen Live S1 x13On this week's Demand Gen Live, Chris walked the group through setting up audience targeting in Facebook Ads Manager, then discussed with Gaetano how to deal with negativity on LinkedIn, what's the right balance of inbound and outbound in a marketing mix, how to incentivize referrals, and how important backlinks are to your SEO strategy.2020-06-1757 min

GTM Live26 - First 90 Days as Head of Marketing w/ Andrea Lechner-BeckerEarlier this year we stopped in with LeadMD (Phoenix, AZ) where Chris Walker (CEO, Refine Labs) and Andrea Lechner-Becker (CMO, LeadMD) chat about B2B Marketing, how marketing attribution misses the power and impact of word-of-mouth, and why companies are so driven by net new customer acquisition.2020-06-1624 min

GTM Live25 - How to sell to a CEO without asking for their time | Inside Selling with Josh BraunToday's episode features a throwback from Chris's first appearance on Josh Braun's podcast Inside Selling. In this episode, they talk all about how to sell to a CEO. Josh and Chris talk about lower friction methods to starting a broader conversation that does not ask too much of the person being reached out to. They share CTAs that are not just asking for 15 minutes (or any length of time for that matter) which can be an immediate turnoff as well as what you can offer your prospects to provide value when they are not in active buy mode. 2020-06-1442 min

GTM Live24 - Navigating the Current Sales Climate | Justin Welsh on State of Demand GenToday we have Justin Welsh, Founder of The Official Justin and Interim CRO of PatientPop, on the State of Demand Gen podcast to share his candid observations and hot takes on the current sales climate, 3 months into the COVID-19 pandemic. He shares his observations on outbound and inbound sales activities, what sales reps should be doing more of right now, and how smart companies are pivoting. Chris and Justin then discuss why VP Sales are often not set up for success when starting at a new company, and Justin asks Chris about ungated content and if there is ever...2020-06-1254 min

GTM Live23 - Lead Scoring & Handoff Optimization | Demand Gen Live S1 x12We covered lot's of ground in this week's Demand Gen Live. In this playback you can expect to learn: why you should take industry "best practices" with a grain of salt, Gaetano's take on lead scoring, lead handoff process optimization for your sales teams, and tactics we are seeing work on both LinkedIn and Facebook organic and paid.2020-06-101h 05

GTM Live22 - Sales and Marketing is ONE team | Catalyst Sale with Mike Simmons“The #1 factor to a sales rep closing a lead is how good the lead Marketing sent to Sales is." Today's episode is taken from Chris's appearance on Catalyst Sale with Mike Simmons. Chris shares how he became such a prominent presence in the demand gen space. From there, they discuss biases that Sales has against Marketing, how to align Marketing and Sales to create one team, and how to create a system that educates a customer throughout the entire sales cycle.2020-06-0751 min

GTM Live21 - Jackie Hermes Interview | State of Demand GenToday we hosted Jackie Hermes, CEO of Accelity, on the State of Demand Gen podcast. We talked about activities SaaS marketers are doing today that they should not be, attribution and why that's not the problem we should be solving as marketers, and we did a lightning round to hear Jackie's thoughts on newer marketing trends. 2020-06-0542 min

GTM Live20 - Scaling to $50MM ARR with Justin WelshTune in to this recording from our in-person event with Justin Welsh this past February in Santa Monica, CA. Chris and Justin cover: -How Demand Gen has changed since 2010 and what they would do starting a demand gen function 10 years ago versus in today. -When the AE/SDR outbound model is the right move for a company -Marketing and Sales alignment and the controversial topic of whether or not to give marketers a revenue quota to share the end responsibility with Sales -How to create value during Sales cycles of all...2020-06-041h 11

GTM Live19 - Optimize Your LinkedIn and Facebook Paid Ads | Demand Gen Live S1 x11On the 11th installment of Demand Gen Live, Chris Walker and Gaetano DiNardi do another live teardown - this time analyzing a company's LinkedIn Ads. Chris shares what he would do differently if he was running them, and gives guidance for others who are looking to push content through paid social channels. As always, we hosted a live Q&A and answered product and SEO related questions. Chris and Gaetano chose one company they see doing demand gen particularly well and dove into the details, as well as with a company whose demand gen might be lacking. S...2020-06-031h 12

GTM Live18 - Buyer Enablement is the new Sales Enablement | Leadlio Account-Based Collective with Trent AndersonToday Chris dives into the counterpart of the familiar Sales Enablement function, Buyer Enablement, with Trent Anderson on the Leadlio Account-Based Collective. Many organizations implement a Sales Enablement function to help their sales teams go to market and convince others on their product. Flipping this function on its head and putting the buyer first equips the buyer with all the knowledge and information they need to go about their buying journey at their own speed, and lets them receive the information when and how they want it, not when and how sales wants to share it. Chris goes into...2020-06-0225 min

GTM Live17 - You Don't Need More Leads | The Hard Corps Marketing Show with Casey CheshireChris joins Casey Cheshire on The Hard Corps Marketing Show to discuss common misconceptions seen in the Demand Gen space, primarily revolving around the obsession with getting more and more leads. Chris discusses why some organizations are dominated by their sales teams, how costs could be reallocated to align with overall business objectives, the power of copy and organic social, and how to be more effective with your marketing strategy.2020-06-011h 12

GTM Live16 - Buyer-Centric means better business results | Marketing Strategy Talks w/ Ian LuckMany companies claim to be buyer-centric. Chris joins "Marketing Strategy Talks w/ Ian Luck" to talk about what it really means to be buyer-centric and how to make it easy for your audience to consume your content. 2020-05-2959 min

GTM Live15 - Know Your Audience | Inside Selling with Josh BraunChris Walker joins Josh Braun on Inside Selling to talk about how a company can truly be customer-centric. Josh identifies a missing piece in terms of one's ability to get higher converting cold email responses, call responses, meetings, revenue, etc. That missing piece is not knowing your customer well enough. Many companies claim to "know" their customer, but the extent to which they know their customer is through buyer persona documents that are filled with buzz words. Unless you truly know your audience, how they talk, and how they think, your message is not going to resonate.2020-05-2844 min

GTM Live14 - Do you need an SEO agency? | Demand Gen Live S1 x10On this installment of Demand Gen Live we tackle MANY live questions and requests including...YouTube pre-roll and how to evaluate video success, Gaetano's candid analysis and thoughts about SE0 agencies, and whether or not marketers should be compensated based on revenue. 2020-05-2750 min

GTM Live13 - Create content that resonates with your audience | Aspireship InterviewChris is interviewed at Aspireship where he discusses how his methodology is different than some of the traditional B2B demand generation tactics, such as trade shows, direct mail, and excess outbound sales activity. Chris shares his thoughts on better ways to communicate with people, which consist primarily of content marketing with effective distribution.2020-05-2638 min

GTM Live12 - Demand Gen Waterfall | Demand Gen Live S1 x09Chris Walker and Gaetano DiNardi break down the different elements of the SiriusDecisions Demand Waterfall. They go into depth and answer live questions about third-party content syndication and SEO.2020-05-201h 09

GTM Live11 - Voice of the Customer | Innovate Sales with Kevin Mulrane and Travis KingChris Walker joins Kevin Mulrane and Travis King on an episode of Innovate Sales to talk about how important it is for marketers to understand their Ideal Customer Profile (ICP) from a perspective that goes beyond simply observing sales conversations. They discuss things every marketer can do to gain customer insights that will help guide content creation, and Chris shares strategies that allow you to optimize for metrics that matter, such as qualified pipeline revenue, sales cycle length, and win rate. 2020-05-1936 min

GTM Live10 - Adopting a Buyer-Centric Mentality | Winning Wednesdays with Katrina FuhrmanLast week, we joined Katrina Fuhrman on Winning Wednesdays to talk about how to put your best foot forward when marketing to a select number of prospects. Chris shared his take on the difference between inbound and outbound qualified leads, providing content that speaks to the prospects’ interests, and what an optimal sales funnel looks like.2020-05-1952 min

GTM Live9 - What should your top priorities be right now in Demand Gen? With Kevin Mulrane & Travis KingIn this episode of State of Demand Gen, Chris Walker joins Kevin Mulrane and Travis King to share the demand gen channels and tactics he is currently running with full confidence. He shares tactical advice on optimizing for revenue (not leads), how to best use content, and what is working in regards to paid social. 2020-05-1539 min

GTM Live8 - Reallocate Your Marketing Budget - Ads, Campaigns & Vendors | Demand Gen Live S1 x08Times are tough and you're being asked to make some cuts to your marketing budget in an effort to weather the storm. So what goes, what stays, and how can you best reallocate your budget? Today we share the top few line items you should be taking a second look at.2020-05-141h 03

GTM Live7 - Paid Social vs. SEO | Demand Gen Live S1 x07On this week's installment of Demand Gen Live, we discuss the pros and cons of paid social and search engine optimization (SEO). Join us every week live on Tuesday nights. Link to register here.2020-05-111h 03

GTM Live6 - Marketing Automation Do's and Don'ts | Demand Gen Live S1 x06On this week's installment we redefine content strategy (with real examples) and unveil marketing automation do's and don'ts.2020-05-081h 10

GTM Live5 - B2B LinkedIn Ads & Detailed Content Distribution Strategy | Demand Gen Live S1 x05On this installment of Demand Gen Live, we share insights regarding LinkedIn advertising in the B2B space and discuss best practices for distributing your content.2020-05-081h 10

GTM Live4 - Execution Drives Better Strategy | Demand Gen Live S1 x04In this installment of Demand Gen Live, we talk about the importance of actually doing the work and staying close with it, not only for the impact it will have on your expertise, but also to stay aligned with the strategy and help it evolve and grow. Join our community of marketers every Tuesday night to participate in the live Q&A and chat. Link on the Refine Labs YouTube channel, under any of the Demand Gen Live videos.2020-05-0657 min

GTM Live3 - Create Content for Your Audience, Not Your Funnel | Demand Gen Live S1 x03Your content will work better when you stop thinking about how it somehow leads someone into a sales funnel to buy your product. Straight up. Chris Walker and Gaetano DiNardi dive into content strategy on this week’s episode of Demand Gen Live.2020-05-011h 21

GTM Live2 - Awareness Channels vs. Intent Channels | Demand Gen Live S1 x02The second installment of Demand Gen Live. We made some improvements to the format including audience video participation for Q&A. Lots of depth here on building a multi-channel digital advertising strategy and distinguishing between intent channels and awareness channels in B2B Demand Gen.2020-04-301h 06

GTM Live1 - B2B Demand Generation | Demand Gen Live S1 x01The first ever installment of Demand Gen Live. Chris Walker and Gaetano DiNardi discuss demand generation vs. lead generation, revenue quotas, and other metrics to measure demand gen performance.2020-04-301h 20

SQPN: Secrets of Angels and DemonsANG012: Castel Sant’Angelo and The Passetto In this episode, we walk from Castel San Angelo alongside the ‘Passetto’, the secret papal escape route back to Saint Peter’s Square. The post ANG012: Castel Sant’Angelo and The Passetto appeared first on StarQuest Media. 2010-02-2450 min