B2B marketing is stuck. The entire old-school marketing playbook is completely broken. Optimizing a revenue engine is a lot like optimizing processes in a manufacturing plant to be more efficient. But in order to optimize your process, you need to first get started. Too many teams try to start by doing everything at once. You need to take baby steps. Figure out how to run a live event that people want to come to. Use the qualitative feedback from that event to learn if people are engaged; are they leaving halfway through? Are they asking questions? Are they coming back week after week? Etc. Then figure out how to use that content to drive short form channels where your audience is already congregating, like LinkedIn. Again, collect the qualitative feedback. Are people commenting? Are they tagging co-workers? Are they starting conversations with you in DMs? These are all signals that your content is working. Once you learn that your messaging is hitting, then you can start amplifying that message through paid media to your ideal customers and step out and try new channels. 

In this episode, Chris talks about the process in which he did this at Refine Labs, but more importantly the strategy behind the content: Communicating a message over collecting a lead.

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