B2B Revenue Vitals B2B Refine Labs

From the FounderVideo Podcast:

“Chris Walker discusses the average CAC payback period at private SaaS companies, which is between 48 and 60 months. He explains that public SaaS companies have seen their sales and marketing expenditure almost double over the past two and a half years. Private SaaS companies, on the other hand, have seen their CAC payback period increase due to slowing growth rates. Walker emphasizes the need for smart cost-cutting and efficient marketing investments. He also highlights the disconnect between finance and go-to-market teams and the importance of signal-based analytics in measuring ROI. The conversation covers various topics related to B2B marketing and demand generation. 

The main themes include the importance of creating a live show/podcast for target customers, the significance of understanding the customer and having a targeted account list, the need for a shift in B2B advertising strategy, the value of product-oriented webinars and analyst relations, the importance of self-reported attribution in tracking the impact of dark social content, the growth journey of Refine Labs, the hiring strategy and talent evaluation process, the future of signal analytics and AI in marketing, and the direction of Pesetto as a consultancy focused on improving enterprise value and growth rate for companies.”



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

In this week’s event, Chris discusses the intricate world of B2B marketing, sharing his latest insights on content creation, the contrasting objectives of revenue leadership & CFOs, and the transformative strategies for pipeline efficiency. With potent advice and real-world experiences, Chris unpicks the often-misunderstood dynamics between key business departments.

The episode begins with a stark reminder of the difference between perceived and actual content performance on social networks. Chris candidly reflects on his own experiences with posts, challenging the common equating of ‘likes’ with success, especially within B2B content strategy. The conversation then transitions to dissect the misalignment between C-suite revenue leaders and CFOs, highlighting the critical need for mutual understanding to drive business success.



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

Chris was joined by Peep Laja for an in-depth conversation on messaging. Dedicated to unraveling the significance of target customer insights, the discussion digs into the tangible impact that effective messaging and validation can have on demand generation strategies and sales velocity. This session is a deep dive into the processes and methodologies used in message testing and the resulting ability to sharpen go-to-market approaches.

The dialogue initially sets the stage with a high-level overview of the necessity of message testing, followed by a practical guide on conducting this qualitative research. Peep provides a compelling rationale on why messaging should be clear, relevant, compelling, and differentiated. The conversation moves on to discuss symptoms unique to companies that lack such feedback from their target demographics and how it can stealthily affect their business capabilities. Chris and Peep both stress that real-time customer insights are crucial and should be an ongoing activity to dynamically inform business strategies



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

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

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

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