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Episodes
306 - 3 Priorities for CEOs & Business Leaders in 2022 | Work Smarter Conference Keynote (Gent, Belgium)
13 Jul 2022
Contributed by Lukas
In this episode Chris is live at the Work Smarter conference where he goes over his 3 step framework to create an unfair competitive advantage through...
305 - The Best Way To Convert With Dark Social Content Is To Stop Trying To Convert | TikTok Live x8
10 Jul 2022
Contributed by Lukas
Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 8th installment, we covered:- Strategic thinking > Tactical th...
304 - HIRO Pipeline Greatest Hits
08 Jul 2022
Contributed by Lukas
In this episode, we pulled together some of the greatest hits of our talks on how qualified pipeline is currently defined in B2B and why it's brok...
303 - Should B2B Companies Have an Influencer Strategy? (and more) | TikTok Live x7
06 Jul 2022
Contributed by Lukas
Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. In our 7th installment (and best yet) we cover:- How to transition from ...
302 - Dark Social Greatest Hits
03 Jul 2022
Contributed by Lukas
In this episode, we pulled together some of the greatest hits of our talks on Dark Social. We start off by clearing up the definition of what dark soc...
301 - Generating Customer Insights in a Cookieless World | Adweek Webinar
01 Jul 2022
Contributed by Lukas
The increase in privacy has been the biggest nudge marketers have needed to start doing marketing the way it was meant to be done. For too long, peopl...
300 - The End of an Era: The Final DGL | Demand Gen Live S2 x83
29 Jun 2022
Contributed by Lukas
Demand Gen Live has been a Tuesday night staple for hundreds of B2B marketers. Over the past 790 days, we've:- Held 112 Tuesday meetups- Recorded ...
299 - Creating Demand vs. Capturing Demand | Greatest Hits
26 Jun 2022
Contributed by Lukas
In this episode, we pulled together some of the greatest hits of our talks on creating demand vs. capturing demand. We start with some clips where Chr...
298 - Should Display Ads Ever Be Considered? | TikTok Live x6
24 Jun 2022
Contributed by Lukas
Every Tuesday at 5:00PM ET we go live on TikTok to answer rapid-fire Q&A. This is our 6th installment and in this episode we cover:- When (if ever...
297 - Collecting Insights Through Content That Lead To Innovation | Marketing School
22 Jun 2022
Contributed by Lukas
Creating organic content where your buyers hang out is one of the best ways you can collect customer insights. It's your goal as the marketer to l...
296 - The Demand R&D Pipeline: A Framework for Managing Innovation at Your Company
18 Jun 2022
Contributed by Lukas
Marketing is a lot like medicine in the late 1800's. Back then, the way medicine was practiced was through individual observation. A physician wou...
295 - When You Think Long Term, You Get Better Short Term Results Too | TikTok Live x5
16 Jun 2022
Contributed by Lukas
We're back with another TikTok live. We're going beyond our traditional demand gen content and fielding questions on leadership, entrepreneurs...
294 - MUST LISTEN: 3 Steps to Shifting Your Organization’s Marketing Strategy | Chris Walker Private Keynote
12 Jun 2022
Contributed by Lukas
Now is not the time to slow down your marketing. Many companies pull back spending and go into self-preservation mode in slow economic times. The fact...
293 - What B2B Marketers Can Learn From DTC | Gaetano DiNardi
10 Jun 2022
Contributed by Lukas
B2B marketers can learn a lot from the direct-to-consumer industry. For one, there is no sales team in DTC. That means marketing has to get a person f...
292 - Why There's No Innovation in B2B Marketing | Demand Gen Live S2 x82
08 Jun 2022
Contributed by Lukas
There are marketing teams right now, in 2022, that completely rely on software-based attribution to guide their strategy. Because of this, they only s...
291 - Ask Me Anything with Chris Walker: Episode 3 |Demand Gen Live S2 x81
01 Jun 2022
Contributed by Lukas
In this week's Ask Me Anything, we dive deep into several topics including: - How to Run a Successful Digital Event/Webinar- Advice for Young Peo...
290 - Website Traffic vs. Social Traffic | TikTok Live x3
30 May 2022
Contributed by Lukas
We're back with another TikTok live. We're going beyond our traditional demand gen content and fielding questions on leadership, entrepreneurs...
289 - Ask Me Anything with Chris Walker: Episode 2 | Demand Gen Live S2 x80
30 May 2022
Contributed by Lukas
One of the things that makes the Demand Gen Live community so great is the ability we have every week to help marketers with real challenges that they...
288 - Demand Gen 101 For Consultants | The Recognized Authority Podcast
23 May 2022
Contributed by Lukas
To effectively create demand you need to give away your best content for free. But what if your content is in fact your product? This is a big blocker...
287 - The Current State of Search, Dark Social, and Attribution | Rand Fishkin
21 May 2022
Contributed by Lukas
People don't use Google the same way they did in the past. 10 years ago if you wanted to find information on a product you Googled it. Today if yo...
286 - What the Fear of a Recession Means for B2B Go-To-Market Teams | Demand Gen Live S2 x79
18 May 2022
Contributed by Lukas
If you've watched the news as of late, you've probably heard a lot of big-name tech companies laying off employees, cutting costs wherever the...
285 - Strategy, Talent, and the Marketing Machine | Expensive Advice Podcast
15 May 2022
Contributed by Lukas
In this episode, Chris talks about the trifecta of building a company that has a competitive advantage, is able to acquire customers in a scalable way...
284 - MUST LISTEN: Reflections on Building a Digitally-Native Company | Lochhead on Marketing
13 May 2022
Contributed by Lukas
Native digitals don't buy the same way that native analogs do. Native digitals are also fast becoming the largest buying group of B2B software. Ho...
283 - Organic Content Isn't Free | Demand Gen Live S2 x78
11 May 2022
Contributed by Lukas
There is a big misunderstanding amongst the marketing community about organic content: "organic content is better than paid because it's free...
282 - Utilizing Different Personalities In Your Marketing | TikTok Live x1
09 May 2022
Contributed by Lukas
In our first ever TikTok live, Chris went full AMA (Ask Me Anything) and fielded questions on everything from using different personalities in your ma...
281 - Why B2B Companies Don't Create Demand | Demand Gen Live Keynote
07 May 2022
Contributed by Lukas
"Nobody is focused on creating demand. No metrics support demand creation. Everything is about being sales-centric and marketing supporting sales...
280 - The Truth About *Forms* | Demand Gen Live S2 x 77
04 May 2022
Contributed by Lukas
Earlier this week we leaked the wait-list landing page for Refine Labs' new IP warehouse, "The Vault". With one post (and a comment on a...
279 - Ask Me Anything About Company Culture | Chris Walker
01 May 2022
Contributed by Lukas
Refine Labs just came off our company offsite in San Diego where nearly 100 team members showed up to meet and collaborate in person for the first tim...
278 - The Future of Strategic Marketing Ops | Sara McNamara
29 Apr 2022
Contributed by Lukas
Marketing Ops is evolving. With so many marketing technologies on the market, strong marketing ops professionals are no longer thinking strictly about...
277 - Ask Me Anything with Chris Walker | Demand Gen Live S2 x76
27 Apr 2022
Contributed by Lukas
Refine Labs is breaking the mold twice in today's episode. First, we are extremely proud to announce that Refine Labs has instituted a living mini...
276 - Sales New Role In The Modern B2B GTM | B2B Power Hour
24 Apr 2022
Contributed by Lukas
Modern go-to-market is changing. In decades past, customers needed sales teams to educate them on product. They welcomed sales professionals to look u...
275 - Growing a Business Through Content-Led Community | Optima Keynote
22 Apr 2022
Contributed by Lukas
There are two things that can completely change the trajectory of your company's growth: Content and a unique perspective on your market. Unfortun...
274 - Everything You Want To Know About PLG | Kyle Poyar
20 Apr 2022
Contributed by Lukas
Product-led growth is "all the rage" as a B2B go-to-market strategy right now. But how do you adopt PLG if you're already running an ent...
273 - Senior Leaders Are Your Most Powerful Marketing Tool: Use Them | Mel Francis Show
17 Apr 2022
Contributed by Lukas
CEOs, founders, and executive-level SMEs are some of the most powerful voices your brand has at its disposal. So why don't more marketing teams ta...
272 - The Golden Age of Marketing is Now | Full Funnel Summit Keynote
15 Apr 2022
Contributed by Lukas
There has never been a better time to be a B2B marketing. Gone are the days where marketing teams primary KPI is sending the sales team unqualified MQ...
271 - Breaking Down Chris Walker's Content Strategy | Demand Gen Live S2 x 75
13 Apr 2022
Contributed by Lukas
Content creation is the keystone to creating demand in dark social, but there are several mistakes teams make when trying to implement a content strat...
270 - How To Transition From Lead Gen to Demand Gen | Alice de Courcy
08 Apr 2022
Contributed by Lukas
A lot of marketers are sold on modern demand gen, but they don't know how to institute change internally. We know this because the most asked ques...
269 - Use Qualitative Insights To Impact Every Area of Your Business | Demand Gen Live S2 x74
06 Apr 2022
Contributed by Lukas
We talk a lot about using qualitative insights to drive better strategic decisions in marketing and go-to-market. But the truth is, this works in all ...
268 - Modern Go-To-Market FAQs: Answered | Revenue Era Community
03 Apr 2022
Contributed by Lukas
At Refine Labs we've been implementing our proprietary Go-To-Market framework, Pipe, with over 50 of the fastest growing B2B SaaS companies out th...
267 - How to Redefine And Transition Marketing "Best Practices" | Marketing Revisited Podcast
01 Apr 2022
Contributed by Lukas
Most marketing teams are running an old playbook; lead gen campaigns, trade show sponsorships, content syndication, gated content, etc. Once considere...
266 - Key Learnings From Building Refine Labs To 100 Team Members | Demand Gen Live S2 x73
30 Mar 2022
Contributed by Lukas
Refine Labs just crossed over 100 team members and it only took about two years. Growing a business is a learning curve no matter what, but scaling qu...
265 - How To Build A Successful Content Engine for Dark Social | K1 Ops Keynote
27 Mar 2022
Contributed by Lukas
When most B2B companies think about content they think about blogs, ebooks, and webinars. Social media posts are sprinkled on top and in most cases no...
264 - Marketing’s Role In The Modern GTM Strategy | Demand Gen Live Keynote
25 Mar 2022
Contributed by Lukas
Marketing is evolving. While most marketing teams are still spending their time and resources writing blogs and running webinars, forward-thinking mar...
263 - Breaking Down The "Double Funnel" | Demand Gen Live S2 x72
23 Mar 2022
Contributed by Lukas
We've been seeing a lot of buzz about the TOPO "Double Funnel" lately. But what exactly is it? And is it worth implementing or is it jus...
262 - MUST LISTEN: Building a Culture That Breeds Innovation | The Marketing Ladder Podcast
18 Mar 2022
Contributed by Lukas
Creating a culture where people are not only allowed to test and fail but encouraged to, is a necessity for innovation. But how do you create a cultur...
261 - Standing Out In The Market By Creating Demand | Growth Marketing Camp
16 Mar 2022
Contributed by Lukas
What do B2B brands have to do stand out as more and more companies adopt demand generation strategies? First, most companies are still running the old...
260 - How to Switch From Reactive to Proactive Marketing | B2B Mentors Podcast
13 Mar 2022
Contributed by Lukas
Most B2B marketing strategies are reactive. They spend a lot of money to show up once the customer is in a buying motion. But the problem with that st...
259 - The Employee Is Now In Charge | Joe Mullings
11 Mar 2022
Contributed by Lukas
Employees have more power than ever in the employer/employee relationship and it's because most companies are still playing from a legacy playbook...
258 - SEO vs. Brand | DGL Celebrates 100 with Gaetano DiNardi
09 Mar 2022
Contributed by Lukas
We started doing Demand Gen Live back in March of 2020 with an audience of 15 people. Two years later, we're still doing Demand Gen Live weekly to...
257 - The Power of Community with Sarah Kennedy Ellis
06 Mar 2022
Contributed by Lukas
Community is a powerful tool in scaling a company. Marketo demonstrated just how powerful community was in B2B when they built Marketing Nation. It wa...
256 - Building a Brand Story with Dave Gerhardt | Demand Gen Live Expert Series
04 Mar 2022
Contributed by Lukas
We talk a lot about tactical execution on State of Demand Gen. But there’s another side of your marketing strategy that is just as important—your ...
255 - 6 Ways To Become A Top-Tier B2B Marketer | Demand Gen Live S2 x71
02 Mar 2022
Contributed by Lukas
There has never been a better time to be a top-tier marketer. Demand is high and supply is low. But how do you become one of the top 1%? In this episo...
254 - Why Content Should Be Created In-House | Content Logistics Podcast
27 Feb 2022
Contributed by Lukas
Creating content in-house gives you a massive advantage in the market. Yet, content creation is still one of the most outsourced items for in-house ma...
253 - The Future of Demand Gen in EMEA | Demand Generation Movement Podcast
25 Feb 2022
Contributed by Lukas
Modern demand gen practices have not yet been adopted by many companies in the EMEA region. In this episode of State of Demand Gen, Chris talks with A...
252 - Why Pipeline Velocity Is Your Most Important Marketing Metric | Demand Gen Live S2 x70
23 Feb 2022
Contributed by Lukas
Pipeline velocity isn't just about pipeline creation. Pipeline velocity uses 3 historical metrics (win rate, ACV, and sales cycle length) to forec...
251 - Make Challenging the Status Quo Your Competitive Advantage | Rise Podcast
20 Feb 2022
Contributed by Lukas
B2B SaaS companies have been running the same lead generation marketing strategy for over a decade now—create a gated piece of content, collect low ...
250 - How to Make Paid Social Ads Work in B2B | Demand Gen Live Keynote
18 Feb 2022
Contributed by Lukas
The goal of B2B paid social ads should be to communicate a single idea to your audience, not to move them from "who is this company" to demo...
249 - Back to Basics: How to Properly Capture Demand | Demand Gen Live S2 x69
16 Feb 2022
Contributed by Lukas
Capturing demand works hand in hand with generating demand, but it’s something that companies often overlook. When you’ve created enough demand th...
248 - The Attribution Mirage Greatest Hits
13 Feb 2022
Contributed by Lukas
In this episode, we pulled together some of the greatest hits of our talks on The Attribution Mirage. We start with an early episode of Demand Gen Liv...
247 - Why Marketing Should Be The Foundation Of Your Go-To-Market Strategy | The Stack Podcast
11 Feb 2022
Contributed by Lukas
Most B2B companies know how to do sales. Most of them do not, however, know how to run a modern marketing strategy designed for creating demand, captu...
246 - Stacking Growth: The Foundation of Dark Social | Demand Gen Live S2 x68
09 Feb 2022
Contributed by Lukas
Winning in dark social requires a well-executed content strategy. Part of executing a content strategy successfully means that it's scalable. But ...
245 - How To Use Micro Events To Level Up Your Digital Content Strategy
06 Feb 2022
Contributed by Lukas
Events in 2022 play a totally different role than they did even a few years ago. Gone are the days of having to spend huge chunks of your marketing bu...
244 - The Real Difference Between Lead Gen and Demand Gen | The Sleeping Barber Podcast
04 Feb 2022
Contributed by Lukas
The term demand gen gets thrown around a lot. A lot of companies claim to be running demand gen programs, but when you take a deeper look it’s still...
243 - Is the Future of the SDR in Marketing or Sales? | Demand Gen Live S2 x67
02 Feb 2022
Contributed by Lukas
Should SDRs report to marketing or sales? This is an age-old debate. But it's asking the wrong question. It doesn't matter which team the SDR ...
242 - How Your Favorite Companies Win With Organic Social
30 Jan 2022
Contributed by Lukas
How do you attract top talent to work for you? Is organic social a waste of time in B2B? What's the best way to leverage a company LinkedIn accoun...
241 - The 5 Revenue Metrics You Should Focus On Right Now | Metrics and Chill
28 Jan 2022
Contributed by Lukas
Everybody loves metrics. They let us know when we're doing good and when we need to do better. The problem is, marketing teams have adopted certai...
240 - Annual Planning Blunders to Avoid in 2022 | Demand Gen Live S2 x66
26 Jan 2022
Contributed by Lukas
It's that time of year for a lot of companies, annual planning. The time when everyone is excited about the possibilities that the new year brings...
239 - How to Rethink Attribution in Your Company
22 Jan 2022
Contributed by Lukas
It’s not uncommon for marketers and business leaders to hear the methodologies we talk about at Refine Labs and immediately dismiss them as “ineff...
238 - Make Your Current Marketing Dollars Work Harder | Demand Gen Live S2 x65
19 Jan 2022
Contributed by Lukas
Leveling up a marketing strategy that performs starts with looking at what isn't working currently. A lot of companies want to add, add, add; but ...
237 - Building a Startup or Side Hustle | LinkedIn Q&A
16 Jan 2022
Contributed by Lukas
A few weeks ago we asked, "If you could wave a magic wand and get the answer to any marketing question right now, what would you ask?" We re...
236 - MUST LISTEN: Strategies to Win in 2022 | Marketing Ops Confessions
14 Jan 2022
Contributed by Lukas
The days of marketers shoveling as many leads as possible to sales are long gone. The old rules that applied before social media, communities, and thi...
235 - 2021 Recap & 2022 Predictions | Demand Gen Live S2 x64
12 Jan 2022
Contributed by Lukas
Imagine knowing the biggest trends in the industry before they happened. Imagine the advantage you would have over the competition. Every year we make...
234 - Creating vs. Capturing Demand and The Best Way To Do Both | Lifelong Customer Podcast
09 Jan 2022
Contributed by Lukas
Creating demand is not sharing a link to your ebook on LinkedIn. Capturing demand is not collecting an email after teasing a prospect just enough to g...
233 - The 2022 State of Demand Gen | Gaetano DiNardi
07 Jan 2022
Contributed by Lukas
For the past three years, Chris and Gaetano have gotten together to discuss the current state of demand generation. It's back for 2022 and in this...
232 - The 5 Tenets to Revamp Your Go-To-Market Strategy in 2022 | Demand Gen Live S2 x63
05 Jan 2022
Contributed by Lukas
Tis the season for resolutions. And if you're looking to get that promotion or seriously level up your marketing in 2022, this episode is a must-l...
231 - 20 Questions with Chris Walker
02 Jan 2022
Contributed by Lukas
If you had a magic wand that could answer any marketing question you have right now, what would you ask? That's what we asked on the Refine Labs ...
230 - Why (and How) Marketing Should Take Ownership of the Buyer Journey | Talend Marketing Chats
29 Dec 2021
Contributed by Lukas
The major difference in between B2B and B2C marketing is that in B2C marketing owns the buyer journey. There is no sales team to close deals and for t...
229 - Starting a Marketing Movement | The Refine Labs Origin Story
26 Dec 2021
Contributed by Lukas
Refine Labs is widely known throughout the B2B SaaS space as being an innovator. At this point, most people know our views on current marketing "...
228 - How to Make Your Marketing Strategy Reflect Customer Wants | Growth Trends Interview Series
24 Dec 2021
Contributed by Lukas
Investing in a marketing strategy that reflects what customers actually want from your marketing team is playing the long game. Too many marketing tea...
227 - LinkedIn Not Working? Time For a Strategy Shift | Demand Gen Live S2 x62
22 Dec 2021
Contributed by Lukas
If you’re looking at your year-end ad effectiveness right now and coming to the conclusion that LinkedIn isn’t right for you, consider this. There...
226 - How Customer Insights Drive Strategy | Demand Gen Live Keynote
17 Dec 2021
Contributed by Lukas
Most companies have a marketing team in place to execute a winning marketing strategy. If marketing isn't working it's probably not the team. ...
225 - Why You Need to Budget Differently for Content & Creative in 2022 | Demand Gen Live S2 x61
15 Dec 2021
Contributed by Lukas
There is a huge problem in how companies are approaching content creation and distribution right now. The ratio of marketing dollars spent on creation...
224 - The Secret Weapon to Good Marketing in Any Industry | The Growth Hub
12 Dec 2021
Contributed by Lukas
A lot of marketers spend their entire career in the same industry. Not because they want to, but because it’s where they've gained experience an...
223 - Should All Metrics Tie Back To Revenue? | Leading with Data
10 Dec 2021
Contributed by Lukas
Technology has trained us to think that everything can be perfectly measured and tied back to revenue. But the reality is, in so many cases it can'...
222 - 5 Steps to a 🔥 Content Strategy | Demand Gen Live S2 x60
08 Dec 2021
Contributed by Lukas
Creating content is easy. Creating good content that drives results, that's hard. But with the right framework in place, it doesn't have to be...
221 - Unlock The Power of Dark Social by Adding This Channel to Your Strategy | B2B Podcasting
05 Dec 2021
Contributed by Lukas
Podcasting is one of our favorite forms of content because it is so versatile. Not only can you publish the long-form audio on all the major podcast p...
220 - Why You Should Be Thinking of Marketing and Sales as One Team | Dave Gerhardt
03 Dec 2021
Contributed by Lukas
Dave Gerhardt, Chief Brand Officer at Drift, joined Chris for another Demand Gen Expert Session, this time on the topic of "Marketing and Sales a...
219 - 3 Things to Avoid When Using Self-Reported Attribution | Demand Gen Live S2 x59
01 Dec 2021
Contributed by Lukas
Adding "How did you hear about us?" to your demo request form gives huge insights into what channels are working. But, there's a right w...
218 - B2B Founder's (and CEO's) Role in Marketing | SaaStock Founders Workshop
27 Nov 2021
Contributed by Lukas
Marketing is the best tool growth stage companies have, not sales. But how does the founder/CEO play a role in driving marketing performance? The prob...
217 - Eliminating Waste From Your Marketing Strategy | Sydney Sloan (Salesloft)
24 Nov 2021
Contributed by Lukas
When Sydney Sloan walked into Salesloft three years ago they were optimizing for MQLs. Marketing had no efficiency. Salespeople were overwhelmed with ...
216 - The Biggest Mistake Most B2B Marketers Are Making RIGHT NOW | The MarTech Podcast
21 Nov 2021
Contributed by Lukas
Marketers love to hate on "vanity" metrics, and rightfully so. But the problem is, they are misdiagnosing vanity metrics and using the real ...
215 - Avoid Wasting Your B2B Marketing Budget in These Places | Go To Market Excellence
19 Nov 2021
Contributed by Lukas
You don't need more budget. In fact, less budget would probably help you do a lot more with your marketing dollars. The sad truth is that marketin...
214 - Good B2B Marketing Executes Sales at Scale (Including Demos) | Demand Gen Live S2 x58
17 Nov 2021
Contributed by Lukas
If you're in sales you're certainly thinking, "Demos?! Really??" And our answer is a resounding, Yes! But there's a small catch....
213 - The 5 Components of Positioning You Need to Address | April Dunford
14 Nov 2021
Contributed by Lukas
Positioning is the foundation on which your business is built. But most business leaders don't fully understand what good positioning is, let alon...
212 - MUST LISTEN: A Fundamentally Different Way to Think About Attribution | Ops Cast
12 Nov 2021
Contributed by Lukas
What if I were to tell you that the way that you measure attribution is driving terrible business decisions and leading to huge amounts of wasted doll...
211 - You Need to Unlearn These Outdated Marketing Principles ASAP | Demand Gen Live S2 x57
10 Nov 2021
Contributed by Lukas
As much as you wish it was, marketing is not a math equation. It's not even a science. And thinking it is, is an outdated idea that you need to un...
210 - How to Optimize (and Measure) High Intent Leads vs MQLs | Metrics That Measure Up
07 Nov 2021
Contributed by Lukas
Marketers are lying to themselves and their sales teams. They complain when sales can't seem to close their MQLs into won opportunities, but let&#...
209 - How to Build a Strong Community | Dave Gerhardt
05 Nov 2021
Contributed by Lukas
The best marketing in the world right now is being done behind closed doors. By people that don't work for the brand. And don't benefit from r...
208 - There's Never Been a Better Time to be a B2B Marketer | Demand Gen Live S2 x56
03 Nov 2021
Contributed by Lukas
Buyers in 2021 and beyond want less involvement from a salesperson when doing product research. When buyers want to do most of the buying before talki...
207 - Bring Customer Insights into Your Marketing | Gain Grow Retain
31 Oct 2021
Contributed by Lukas
Talking to customers is one of the most under-utilized opportunities that marketers take advantage of. The learnings from talking to a single customer...