Chris sat down with Clark Barron for the very first episode of the Demand Gen Therapy Podcast! They discuss the concept of the Dark Funnel and Dark Social in B2B marketing, and Chris emphasizes the need for companies to shift their operating models and align marketing and sales strategies with revenue team KPIs. He also highlights the importance of primary market research and standardized data models in making data-driven decisions.
Key Takeaways:
-Dark Social refers to the channels and platforms where B2B buyers research and make purchasing decisions that are not tracked by traditional attribution software.
-The Dark Funnel is focused on using account-level intent data to capture existing market demand.
-Companies need to shift their operating models and align marketing and sales strategies with revenue team KPIs.
-Primary market research and standardized data models are essential for making data-driven decisions in B2B marketing.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm


RV 115 - The Data Flywheel: Accelerating Growth with Insights and Standardized Data | Demand Gen Therapy Podcast

Welcome to the new B2B Revenue Vitals podcast, formerly State of Demand Gen. On this podcast, you’ll learn how to build a high-growth company from Refine Labs' CEO, Chris Walker. From proving new revenue programs to identifying and scaling programs that work, to training your team to operate at scale, you will understand what it takes to create a predictable pipeline of revenue innovation that drives compounding gains. Through interviews, AMAs, and invite-only events, we give you a sneak peek into the data-backed insights we are executing for the fastest-growing SaaS companies in the world.

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In this week’s event, Chris discusses issues in the B2B tech sector, focusing on go-to-market bloat. He explains that both public and private SaaS companies are seeing slower growth and rising customer acquisition costs (CAC).
Chris highlights the need for B2B companies to reevaluate their sales and marketing spending due to a shift towards prioritizing profitable growth. He mentions that there are many trackable indicators of buyer interest that are not currently being monitored, which could improve the efficiency of go-to-market spending.


If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here. 
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV181 - Tackling Go-To-Market Bloat | Go To Market Live Episode 17

Chris 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 compelling case for a more nuanced, customer-centric approach to marketing metrics.


If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here. 
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV180 - Achieving Objective Attribution Measurement | Attribution Nation

Chris joined Justin Norris on RevOps FM to discuss new perspectives on B2B marketing and evolving go-to-market strategies. Chris introduced the idea of 'signals' in marketing analytics to track customer interest throughout the sales cycle. The episode covers differences between signal providers, aggregators, and analytics. Chris explains their roles and possible developments in signal tracking. He also points out flaws in the current go-to-market models and proposes a single, more effective approach for better financial performance.


Chris focused on how businesses should prioritize profitability and growth while cutting costs, especially given the current economic conditions. He walks through reassessing customer acquisition strategies and measuring value through financial soundness. 


If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.


Can’t make the event but have a question for Chris? Submit it here.


The next Expert Session, featuring Peep Laja will be on Thursday May 16 at 12pm central. Register here. 


Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm


RV179 - Leveraging Signals to Improve Marketing Analytics | RevOps FM Podcast

In the latest episode of "Revenue Vitals," Chris talks through changes in B2B finance and the impact to GTM strategies. He outlines the importance of shifting from growth at all costs to a strategy that emphasizes sustainable, efficient growth.


Chris talks through the current landscape; SaaS companies aren't growing as fast as before while it’s becoming more expensive to get new customers. He highlights how businesses should reconsider where they're putting their money to come up with new strategies that fit with current market conditions.


If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.


Can’t make the event but have a question for Chris? Submit it here.


The next Expert Session, featuring Peep Laja will be on Thursday May 16 at 12pm central. Register here. 


Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm



RV178 - Unifying Pipeline Architecture through Aligning Sales and Marketing | Go To Market Live Episode 16

Chris joined Alan Zhao to talk about the evolution of B2B Go-To-Market tactics. Chris offers an insightful analysis of contemporary, data-oriented go-to-market strategies, emphasizing the essential role of analytics and data-centric decision-making in aligning sales and marketing initiatives with the changing patterns of buyer behavior.
Chris provides an in-depth examination of the fundamental transition from conventional sales-driven frameworks to a modern methodology that gives precedence to demand generation and the strategic use of indicators within B2B marketing. He highlights the imperative for organizations to evolve in response to the sophisticated B2B purchaser, who is equipped with a wealth of digital resources. He points out the inefficacies prevalent in current go-to-market approaches and advocates for a concentrated effort on authentic demand creation and the interpretation of customer behavior as critical factors for attaining sustainable and effective growth in the current economic environment.
If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here.
Can’t make the event but have a question for Chris? Submit it here.
The next Expert Session, featuring Peep Laja will be on Thursday May 16 at 12pm central. Register here. 
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

RV 115 - The Data Flywheel: Accelerating Growth with Insights and Standardized Data | Demand Gen Therapy Podcast

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