Chris was invited onto the Nex6 Project, hosted by John Ghiorso, to discuss Dark Social and Demand Generation in the context of B2B marketing. Chris emphasizes the need for a holistic revenue team approach, breaking down demand generation into three core categories: creating demand, capturing demand, and converting demand. He highlights the underappreciation of these concepts in B2B marketing and the flawed measurement models used by companies. Chris also emphasizes the importance of understanding customers deeply and leveraging platforms like LinkedIn and Facebook for effective marketing. He challenges traditional marketing practices and encourages companies to think differently to drive better results.

Key Takeaways:

-Demand generation should be viewed as a holistic revenue team approach, focusing on creating, capturing, and converting demand.

-Dark social, including platforms like LinkedIn and Facebook, is an underappreciated channel in B2B marketing.

-Companies should shift their budget allocation to focus more on digital marketing, including Facebook and Instagram ads.

-Personal brands are often more effective than corporate brands in driving engagement on social media platforms.

-Thought leadership strategies should involve subject matter experts who provide objective insights and help customers across their entire job spectrum.