Chris hosted a consulting call with a one-person marketing team with no budget at a small business. He shared his insights on the best approaches to take, given the inputs, to answer the following question: "If we have certain brands we want to target, what would be the best marketing approach to begin to attract that potential business via our digital marketing channels?"

Chris Walker and Megan Bowen hosted a 1.5 hour-long installment of Demand Gen Live last night. They covered:  

• The business rationale behind why marketing-sourced revenue is a better metric than marketing-influenced revenue
• Reaching new audiences through podcasting
• Setting a content strategy with an external SME
• Striking a balance between providing true value and entertaining in your content strategy
• How content can be repurposed for different use cases and mediums
• The power of partnering with other individuals who are influential to your target market
• How marketers can help drive process improvements in sales and CS
• The state of in-person events for the remainder of 2021

Erik MacKinnon hosted this episode of Back to Basics with Chris with the main topic being content creation and distribution. They discussed how an earlier stage company, younger marketer, or a company just running SEO as their content play could go about shifting their focus to creating impactful content. Erik and Chris talked about organizational alignment and why marketers need to focus as much, if not more, on distribution. 

Throughout the episode, Chris answered the following questions:

• What are some of the foundational principles to building a successful modern content marketing function?
• Is there any structure or approach that you recommend for a team who is new to content marketing?
• What are some of the common “best practices” or older plays that a forward-thinking, progressive content marketer should avoid?
• B2B SaaS marketplace is noisy and competitive, how much do you think the look, feel and experience plays into the effectiveness of content marketing vs. the information being provided?

Chris Walker kicked off the first event of our recurring series with Dave Gerhardt, CMO at Privy, on the 6th of May and spent an hour covering a handful of different topics. They talked about whether marketing is an art or science (or both), having a pulse on your market, why building brand and creating demand builds businesses, and the impact of positioning your company as the expert in your niche and how that makes selling your product or service easier. Dave also went into detail on company strategy, positioning, and messaging and the order in which those need to be done. 

If you enjoyed this episode and haven't registered for the series yet, make sure to secure your spot here!

Chris Walker and Megan Bowen hosted another installment Demand Gen Live last night and covered the following topics:  

• Why having customers that are happy is the most important thing in a business 
• How to create content that works across the entire journey 
• Thinking about things through a long term lens We are in the word-of mouth marketing era 
• The hidden benefits of thought leadership and personal branding 
• Brand Demand and ABM: Which to start with and how to implement each in your organization 
• How to approach competitor conquest campaigns being run against your company 
• Why creative in B2B ads actually does matter 
• LinkedIn advertising benchmarks and platform review 
• Chris’s favorite B2B tech stack 
• Why it's important for your CEO to believe in marketing 

Make sure to register here for our recurring live series with Dave Gerhardt, CMO at Privy. The first event will be taking place on May 6 at 9am PDT / 12pm EDT. 

Sidney Waterfall hosted this episode of Back to Basics with Chris Walker with the main focus of attribution in the B2B SaaS space. While there are common pitfalls associated with the over-reliance on attribution, it's not always so black and white. It's not that you shouldn't use it, just that you should understand when it should and should not be used. It's about balancing the things that you can and can't measure. Just because you can measure it doesn't mean it works and vice versa.

We'd love to hear what you think about the Back to Basics series. Submit any feedback to [email protected].

On last night's episode of Demand Gen Live, Chris Walker and Megan Bowen covered the following topics:  

Why marketers who create the most demand are the most in-demand; Pros and cons of category creation on SEO; A clearly defined playbook for creating demand; The value of SMEs creating content; How inefficiencies break as you scale; Intent data vs. actual intent; Marketing to different segments; Does SaaS marketing transfer to other industries; and Not blindly following advice.

Chris joined Hannah Munro on the CFO 4.0 Podcast to talk about how the role of marketing has shifted. He shared insights in regards to : better defining what a lead is, brand as a feeling, how the buying process has changed drastically over the past several years, why some of the most effective marketing strategies can't be measured, and how investing appropriately in marketing will drive business faster than an overinflated sales team.

Register here for our recurring series with Dave Gerhardt, CMO at Privy. 

On last night's episode of Demand Gen Live, Chris and Megan covered the following topics: 

Register for our recurring live series with Dave Gerhardt here: https://us02web.zoom.us/meeting/register/tZMucOuqqT0qHNH0y3ivTKPIUAHUUQgWwQmh