Shows
GTM LiveQ&A: Your Biggest GTM Questions Answered (Attribution, Executive Buy-In, Change Management & More)You asked, we're answering. In this listener Q&A episode, Amber and Carolyn tackle the hard questions GTM leaders are wrestling with behind closed doors…from broken attribution models to navigating organizational resistance when you're trying to drive real change.In this episode:Real talk on entrepreneurship: the wins, the loneliness, and knowing when to walk awayNavigating organizational resistance when you're championing changeWhy being in the top 5% of GTM leaders means accepting you're always pushing uphillWhy first-touch and last-touch attribution keep haunting you (and how to finally escape)How to get executive buy-in when everyone's comfortable wi...
2026-01-2657 minGTM LiveThe 5 Stages of Revenue Transformation – Stage 4: Architecting TransformationMost marketing and revenue leaders know their data model is flawed. The elite ones actually architect something new. This is how.This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets and drive real, provable results.This episode explores Stage 4: Architecting Transformation—where you shift from recognizing what's broken to designing what comes next. This is where transformation mo...
2026-01-1646 minGTM LiveHow a $25M SaaS Company Discovered a $3.5M Blind Spot in its Revenue EngineIn this episode, Carolyn and Amber break down a real-world case study of a $25M ARR enterprise SaaS company in a highly regulated industry that came to Passetto with strong teams, active demand, and declining win rates...but no reliable way to explain the genetic makeup of their deals or prove how marketing influenced revenue.We break down what surfaced during a 14-day analysis: why most opportunities had no clear lineage, how underperforming channels like paid search were absorbing spend without driving meaningful conversion, and how marketing influence effectively disappeared once deals entered the sales cycle.
2026-01-0836 minGTM LiveThe 5 Stages of Revenue Transformation – Stage 3: The Breaking Point (The Model Collapse)When you’re working harder than ever and still getting questioned, most leaders assume they’re the problem. But what if the real reason you're exhausted isn’t lack of effort...it's that you’re trying to win inside a model that was never designed to show your impact?This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to finally understanding, measuring, and transforming their entire Revenue Factory. Each stage represents a critical inflection point and the exact moments that separate leaders who consistently hit targets...
2025-12-2843 minGTM LiveThe 5 Stages of Revenue Transformation – Stage 2: Surviving the QBR Fire DrillYou launched the experiments. You spent the budget. And now leadership wants answers. And suddenly every QBR feels like a fire drill.This is Stage 2 of the revenue leader’s transformation—the moment when activity is high, effort is real, but impact is frustratingly hard to prove. You’re working harder than ever, yet you can’t confidently tie what your team is doing to pipeline, revenue, or real ROI.This episode is part two of a five-part series exploring the journey B2B revenue leaders go through as they move from reactive execution to full rev...
2025-12-2327 minGTM LiveWhat a $500M SaaS Company Saw When Their Full Funnel Became VisibleIn this episode, Carolyn and Amber pull back the curtain on a $500M cybersecurity company that came to Passetto stuck in last-touch reporting, declining win rates, an overreliance on product trials, and zero visibility into what SDRs were actually working.In just 14 days, their Growth Sprint surfaced what months of internal analysis couldn’t: the true drivers of revenue, why trials convert at only 5%, why hand-raisers deliver 2X the deal size and win rate, and how 40% of opportunities are created with no traceable sales trigger at all.We walk through the exact before-and-after: their revenue ar...
2025-12-0927 minGTM LiveMUST LISTEN: What We Taught 100+ GTM Leaders in Our Invite-Only Workshop🔓 LEAKED: 45 minutes from our invite-only workshop for B2B GTM leaders.We recently held a live workshop for 100+ marketing leaders, CROs, and RevOps pros from companies spanning Spain to Sweden to North America. The session was intense. The chat was on fire. And now we're doing something we don't usually do: we're releasing a 45-minute cut of the core framework training.This is the educational backbone of the workshop where we exposed what's broken in traditional GTM measurement and walked through the exact framework high-performing teams are using instead.Real Problems From Workshop Att...
2025-11-2145 min
GTM LiveAI-Powered GTM Build Using Only ChatGPT in Under ONE HOUR (with Jordan Crawford)In this HANDS-ON episode of GTM Live, we're ditching theory and building a real go-to-market strategy live—using AI, public data, and a completely different approach to finding and messaging prospects.Join host Amber Williams and special guest Jordan Crawford, the "OG GTM Engineer" and early advisor to Clay, for a masterclass in pain-qualified segmentation. Watch as Jordan demonstrates how to use ChatGPT to identify prospects who actually need your solution and craft messages that deliver independent value before you ever ask for a meeting.What You'll Learn:Why traditional ICP scoring is...
2025-11-1759 minGTM LiveThe 5 Stages of Revenue Transformation – Stage 1: Escaping the Panic ResponseWhen pipeline starts slipping and targets go up, most revenue leaders do the same thing: they panic. They launch new experiments, adopt the latest AI tools, and try to do more, faster, harder. But what if that's exactly what's keeping you stuck?This episode is part of a 5-part series exploring the journey B2B revenue leaders take from reactive chaos to understanding and measuring their full revenue factory, and transforming their careers in the process. Each stage represents a critical transformation moment that separates leaders who consistently hit their targets and drive real results...
2025-11-1125 min
The Bittersweet LifeBittersweet Moment #231: The Passetto of the Borgo: The Papal Escape RouteAnother mini-episode, another amazing little-known Roman site that Tiffany explores on our listeners' behalf. Did you know there is an escape route—hidden inside a medieval wall built in the 9th century—that has been used by popes to flee attacks on the Vatican? The Passetto del Borgo is an 800-meter raised tunnel that stretches from the Apostolic Palace in the Vatican all the way to the safety of Castel Sant'Angleo. It's a place steeped in history and mystery alike. Come along with us as Tiffany shares details about this fascinating place, that has only rece...
2025-10-1517 minGTM LiveThe Hidden Power of Rejection Data in GTM (with Steve Armenti)On this episode of GTM Live, Carolyn and Amber sit down with Steve Armenti, CEO & Founder of Twelfth Agency and former demand gen leader at Google.Steve shares his journey from corporate marketing to building a thriving agency, and dive into why most revenue teams miss the real story in their data, how to flip the script on pipeline analysis by studying rejection instead of just conversion, and the critical role of sales + marketing alignment in fixing the “pipeline black box.”You’ll hear practical examples from Steve’s experiences as an in-house demand gen leader a...
2025-10-1352 minGTM LiveBuilding a Modern Growth Engine with Ashley LewinAshley Lewin has audited 30+ companies in her career and seen the same pattern: marketing teams stuck chasing MQLs while revenue stalls. In this episode, Carolyn and Trevor dig into Ashley’s perspective on why MQLs keep organizations trapped in short-term thinking, and how she’s applying those lessons now as Head of Marketing at Aligned.We talk through what it takes to stand up a marketing function from scratch at a hybrid PLG + sales-assisted company, why implementing HubSpot’s Lead object was a foundational bet, and how “fail fast” disqualification changed the way BDRs and sales managers manage the...
2025-10-0352 minGTM LiveHow to Shift from ‘Marketing-Sourced Pipeline’ to Real VisibilityIf your board asks “Why is pipeline down?” and your opportunity dashboards only say marketing-sourced vs. SDR-sourced (AKA the four-funnel model), you’re stuck with surface-level data and left guessing at fixes instead of diagnosing the problem. The real story lives between engagement and opportunity, the unmeasured factory floor where prospecting happens (or dies). In this episode, Carolyn and Amber show how to rip the lid off that black box, swap vanity volume for "causal" metrics, and find the repeatable patterns that actually manufacture pipeline.Expect blunt takes, practical questions to bring to RevOps tomorrow, and re...
2025-09-2650 minGTM LiveEngineering Pipeline You Can PredictIn this episode of GTM Live, Carolyn joins the Growth Activated Podcast as a guest to unpack one of the biggest blind spots in GTM today: what actually happens before an opportunity is created.99% of GTM teams still can’t see this stage clearly. It’s the “grey area” where SDRs and BDRs are grinding—sending emails, making calls, chasing signals, running sequences—all in the hope of booking a meeting that turns into pipeline.The problem? None of this activity is tracked in a clear, causal way. Leaders only see pipeline “sources” (marketing, sales, SDR), which hide...
2025-09-2240 minGTM LiveEngineering Pipeline You Can Predict99% of GTM teams still can’t see what really happens before an opportunity is created.This is the "grey area" where SDRs or BDRs are working prospects — sending emails, making calls, chasing signals, running sequences — all in an effort to connect, book a meeting, and turn it into pipeline.The problem? None of it is tracked in a clear way. Leaders see pipeline “sources” (marketing, sales, SDR) but miss the bigger picture.Pipeline isn’t a source. It’s a chain reaction. A trigger sparks sales work, a series of events unfolds, and only some of t...
2025-09-1840 minGTM LiveThe Attribution Mirage & Why Chasing MQLs Keeps You StuckMost GTM teamstoday are missing targets because they're simply measuring the wrong things. In this episode, Carolyn and Amber unpack why attribution is a mirage (it only shows the lucky 2% that become opportunities) and why the MQL hamster wheel keeps smart teams stuck optimizing a tiny slice of reality. We dig into the pre-pipeline “factory floor,” show how to expose the messy middle, and explain why “more volume” isn’t a strategy—it’s a cash leak.You’ll hear concrete ways to replace vanity conversion stats with a causal view of attempts → connects → meetings → opps → DQs (with reasons), what to d...
2025-09-1250 minGTM LiveBreaking Open the Pipeline Black Box in GTMMost companies are flying blind at the most important stage in revenue creation. Decisions get made on gut feel, data lives in silos, and leaders can’t answer the simplest question: what’s really working, and what’s not?On this episode of GTM Live, Carolyn and Trevor are joined by their new co-host Amber Williams, Head of Revenue Operations at Passetto, to unpack why GTM leaders need to treat revenue like a science – bringing structure, data, and predictability to the go-to-market engine.The hosts dive into why leaders often make decisions based on instinct instead...
2025-09-0158 minGTM LiveRevOps as the Architect of Modern GTM (with Mark Turner of Demandbase)This week on GTM Live, Carolyn and Trevor sit down with Mark Turner, VP of Revenue Operations at Demandbase, to break down how RevOps leaders can build aligned systems, drive better GTM execution, and measure what actually matters.Mark shares how his early background in FP&A shaped his leadership approach, bringing a data-first, analytical mindset to RevOps that balances strategic planning with operational precision. He also unpacks what it really takes to build a unified data layer across the GTM org, and why consistent definitions and connected systems are key to moving fast and measuring effectively.
2025-08-0642 minGTM LiveHow to Build Mindshare in the New SEO Era (With Sam Dunning)This week on GTM Live, Carolyn sits down with Sam Dunning, SEO leader and B2B growth expert, to unpack how SEO has dramatically evolved and what top-performing companies must do to adapt.They dive into why traditional SEO—focused on keywords, rankings, and traffic—is now too siloed, and how modern SEO needs to align with revenue, messaging, and the full customer journey.They also explore outdated SEO metrics, the pitfalls of last-touch attribution, and why shifting to a revenue-influence mindset is essential.You’ll hear what modern SEO looks like in a reve...
2025-07-2344 minGTM LiveDesigning GTM Like a System with Dave Boyce of Winning by DesignThis week on GTM Live, Carolyn sits down with Dave Boyce, Executive Chair at Winning by Design and longtime SaaS builder, to explore why GTM systems are breaking, and what modern companies must do differently to build for predictable, customer-centered growth.They dive into what Dave calls “the layers of sediment” that have built up over time, e.g. commissions, org design, reporting structures, and outdated dashboards, and why those legacy systems are misaligned with today’s buying behavior.They also talk about the real challenges CROs are facing right now: Deals are harder to win, o...
2025-07-0748 minGTM 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 05GTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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...
2025-04-2748 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 40GTM 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 13GTM 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 minGTM 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 42GTM 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 09GTM 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 32GTM 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 minGTM 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 16GTM 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 minGTM 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 04GTM 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 minGTM 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 18GTM 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 minGTM 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 minGTM 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 minGTM 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 11GTM 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 minGTM 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 minGTM 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 00GTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 02GTM 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 minGTM 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 minGTM 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 02GTM 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 08GTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 05GTM 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 minGTM 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 minGTM 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 11GTM 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 12GTM 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 minGTM 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 12GTM 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 minGTM 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 minGTM 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 minGTM 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 minGTM 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 09GTM 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 minGTM 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 minGTM 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 minGTM 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 03GTM 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 03GTM 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 10GTM 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 10GTM 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
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