“Do less, but do it fucking phenomenally” Chris Delivered a keynote presentation on Attribution and Measurement at the 2023 SaaStock Conference in Austin. He starts his presentation by discussing the current state of the market, highlighting the fact that companies have less money and marketing budgets are being scrutinized, and the implications of that. He emphasizes the need for companies to scale their projects down to focus on what’s working, rather than spreading their resources thin across multiple programs.  Chris then delves into different strategies for capturing and creating demand. He emphasizes the importance of organic thought leadership and content distribution, using platforms like LinkedIn, YouTube Shorts, Reddit, and Quora. He wraps up by covering the need for a new framework for attribution, and then answers audience questions.  Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm 

B2B Revenue Vitals

RV 82 - Nailing Your Revenue Attribution & Performance Measurement | SaaStock Keynote

Chris Walker hosts weekly Private Coaching Events for Vault Subscribers, and this week he opened by covering two important and timely industry observations.  First, he interprets the results of the Metadata Paid Social Benchmark Report to show that when you use paid social for lead gen, the outcomes are a very high cost of acquisition and very low lead to win rate. He breaks down the percentages of win rate and length of customer acquisition cost payback time to reveal shocking results.  Then, he digs into the potential reasons he has seen so many B2B companies abandon their sourced model in favor of an influenced model for their marketing. He explains why he thinks that’s a bad idea and ultimately proposes an alternative approach. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

RV 81 - LEAKED: Private Vault Event | Metadata Paid Social Benchmark Report & Sourced vs Influenced Marketing Models

You’ve asked and we’re listening! Here is a compilation episode geared towards all-things Revenue R&D from Chris’ recent podcast appearances. Different areas he breaks down include: A definition and overview of the concept and use cases How to use Revenue R&D to evaluate the business in a holistic, standardized way A deep dive into the Revenue R&D Exit Criteria and how to adjust based on individual goals and sales cycle lengths An argument dispelling the myth that Revenue R&D is unnecessary Let us know what topic you want to hear a compilation episode focusing on next! Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

RV 80 - Revenue R&D 101

Chris was invited onto the Game Changers webinar, hosted by Oana Manolache of sequel.io, to chat about his journey in building a $20 million business. Chris shares his background as a B2B professional and how he started RefineLabs after realizing that his unique approach to marketing was not being embraced by traditional companies. He discusses the shift from being a marketer to a CEO and the importance of thinking about the entire business holistically.  Chris emphasizes the need for marketers to focus on the customer and use direct customer insights to drive their strategies. He also highlights the power of content in breaking through the noise and connecting with customers. Chris challenges the traditional methods of measuring content ROI and suggests looking at the overall impact of content rather than individual pieces. He advises marketers to analyze their programs and identify areas of wasted spend. Finally, Chris discusses the challenges of planning for H2 and offers insights on optimizing conversion rates and pipeline marketing. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm.

RV 79 - 0 to 20MM Through Content Strategy | Game Changers Podcast

Chris was invited onto the Power Producers Podcast, hosted by David Carothers, to share his insights on marketing and sales as applicable to the insurance industry. He emphasizes the importance of leveraging digital tools to reach customers and the need to adapt to the changing landscape of consumer behavior. Chris also highlights the power of creativity in marketing and the ability to make a real impact on business growth.Chris&#39;s strategies for releasing valuable information for free and the importance of self-reported attribution in dark social channels provide actionable takeaways for marketers in all industries. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm.

RV 78 - Refining & Redefining the Sales Game | Power Producers Podcast

Chris got to sit down with Anna Gullstrand, Chief People and Culture Officer at Mentometer, about her extensive background in management and leadership. Anna shares her insights and Chris expands on building high-performing teams, the importance of intentional leadership, the role of technology in employee engagement, and the future of work and remote teams. She also stresses the importance of continuous learning and development, diversity, equity, and inclusion education and implementation, and more.  Then, she turned the questions back onto Chris and asked for his perspective and recommendations on supporting the Chief Marketing Officer - where they can get inspiration and conversations management can have with them to ensure alignment.  Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm.

RV 77 - Building High-Performing Teams and Maintaining Culture | Anna Gullstrand

Chris sat down with George Boot and Justin Hanna of Acquired.com to chat about creating and measuring meaningful metrics. They cover the misalignment between sales and marketing, the flaws in the traditional MQLs and KPIs, and the importance of measuring the right metrics for revenue growth. He also talks about the changing landscape of B2B sales and marketing and the need for companies to adapt to the new reality. Additionally, Chris shares practical advice on how businesses can allocate their funding for growth, the importance of measuring the right metrics, and the benefits of using LinkedIn and Facebook ads for B2B companies. Chris&#39;s emphasis on the importance of understanding the customer and the need for businesses to be agile and adaptable in the new reality is a key takeaway from this episode. Finally, Chris teases a follow up to this episode to cover the how-tos of starting a podcast! Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm.

RV 76 - Creating vs. Capturing Demand: Metrics to Track for B2B Growth | B2B Podcast

Chris was asked to guest on Checked In with Splash, hosted by Camille White-Stern. They discuss the changing landscape of B2B marketing and how events fit into the new marketing strategies. Camille shares her insights on why there has never been a better time to be a B2B marketer and how marketing can be the key growth driver for a company. The conversation then shifts to the importance of community in event marketing, the role of events in the customer journey, measuring the ROI of events, the difference between marketing and sales events, and successful pipeline acceleration events. Finally, they discuss Chris and Refine Labs’ approach to content strategy and dark social strategy. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm. 

RV 75 - The Future of B2B Event Marketing | Checked In With Splash

Chris was asked to guest on the Launch Pod, hosted by Genero Growth’s Josua Fagerholm, to talk about B2B marketing past trends and future growth.  They chat about: What B2B companies can learn from B2C The most important thing that will drive growth over the next decade Shifting mindset in measurement Aligning sales and marketing The potential of AI to increase marketing efficiency …and more! Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm.

RV 74 - Shifting Metrics for Better ROI | The Launch Pod

Chris was asked to guest on the B2B Insiders podcast, hosted by Gabriel Barboza and David Costa Lima to chat about Demand Generation, and how companies can stay ahead of the curve in the ever-evolving world of B2B marketing. From the B2B Insiders Podcast This 30-minute interview on B2B Insiders features a dynamic exchange between the founders of the community, Gabriel Barboza and David Costa Lima, and Chris Walker, a globally recognized marketing professional and founder of Refine Labs. The conversation will focus on pressing topics in B2B marketing, including:the evolving nature of demand generation,marketing attribution. Moreover, it will highlight the need for different demand-generation strategies at different stages of a company&#39;s growth. It will also tackle the balance between focusing on effective marketing channels and diversifying marketing efforts. Follow Gabriel Barboza and David Costa Lima On LinkedIn Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

RV 73 - Demand Generation Essentials | B2B Insiders

Chris was asked to guest on the A2B Series podcast, hosted by Isaiah Studivent and Chalique Seabron to chat through his experiences in B2B Marketing, Refine Labs’ approach to in-house versus agency strategies, and advice for new and prospective CMOs! From the A2B Series Podcast: Chris Walker, CEO of Refine Labs, joins Isaiah and Chalique in Austin to discuss the state of B2B marketing. If you’re a B2B GTM leader, this episode is for you! A few of the topics discussed in this episode: B2B Marketing best practices, frameworks to scale content, marketing attribution and measurement, what B2B companies can learn from B2C companies, and more! Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm. 

RV 72 - The State of B2B Marketing | The A2B Series Podcast

With SaaStock and its incredible lineup of speakers in town, Chris was lucky to be able to do some in-person interviews for Revenue Vitals! In this episode, Anthony Kennada, CEO of AudiencePlus chats with Chris about building relationships with your audience and how to streamline and refine your content creation strategy. They covered: How to produce and distribute content in the most consumable format How to avoid common content creation pitfalls Transitioning from CMO to CEO Anthony’s personal journey through this shift Balancing the idea of “firing yourself” from the CMO role and maintaining a personal brand The biggest challenges and process of self skill discovery And more! Then, Anthony turns the questions back on Chris to talk about breaking through the algorithm and making a LinkedIn strategy work more effectively. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

RV 71 - From Engagement to Revenue | Anthony Kennada

With SaaStock and its incredible lineup of speakers in town, Chris was lucky to be able to do some in-person interviews for Revenue Vitals! First up was a chat surrounding leadership, mindset, and culture with Sam Jacobs, CEO of Pavilion.  They chatted about: Key lessons and takeaways Sam has learned in his time as a CEO: Focus on the long term Love your customer Don’t try to do too many things Trust your intuition and slow down A reminder to put things into perspective, especially in times of economic uncertainty How to empower employees to feel valued and secure in their own path to success The idea of embracing instability instead of trying to correct it And more! Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

RV70 - MUST LISTEN! Building a New Kind of Business | Sam Jacobs

Eddie Asked Chris to sit for an interview to help with a project for his Master&#39;s program, and Chris was happy to talk him through some unique approaches to the work.  They chatted about: What makes a great marketing leader Life events that helped shape Chris’ customer centricity What companies should keep an eye out for when hiring How to change your mindset for more out of the box thinking And more! Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm. 

RV 69 - Be Bold, Act with Conviction | An Interview with Eddie Guevarra

You’ve asked and we’re listening! Here is a compilation episode geared towards all-things HIRO and Pipe Framework from Chris’ recent podcast appearances. Different areas he breaks down include: Pipe Framework introduction and overview Vocab: Pipe Conversion, Pipe Qualified Meeting Aligning Sales and Marketing  HIRO introduction and overview A clearer breakdown of the HIRO calculation Practical advice for implementing this Pipe Framework Let us know what topic you want to hear a compilation episode focusing on next! Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at usehatch.fm.

RV 68 - HIRO Pipe Framework 101

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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B2B Revenue Vitals

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