138 episodes

Welcome to the State of Demand Gen. On this podcast you’ll find innovative strategy, advice and tangible tactics that work best TODAY from marketers that are actually doing it. The content is a mix of our #DemandGenLive episodes, along with interviews & fireside chats with B2B tech industry experts.

State of Demand Gen Refine Labs

    • Business
    • 4.9 • 66 Ratings

Welcome to the State of Demand Gen. On this podcast you’ll find innovative strategy, advice and tangible tactics that work best TODAY from marketers that are actually doing it. The content is a mix of our #DemandGenLive episodes, along with interviews & fireside chats with B2B tech industry experts.

    138 - We're In the Word-of-Mouth Era of B2B Buying | Demand Gen Live S2 x31

    138 - We're In the Word-of-Mouth Era of B2B Buying | Demand Gen Live S2 x31

    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.

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

    • 1 hr 17 min
    137 - The Problem with Attribution in B2B SaaS | Back to Basics with Sidney Waterfall

    137 - The Problem with Attribution in B2B SaaS | Back to Basics with Sidney Waterfall

    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 DGL@refinelabs.com.



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

    • 37 min
    136 - Why Marketers Who Create Demand Are The Most In-Demand | Demand Gen Live S2 x30

    136 - Why Marketers Who Create Demand Are The Most In-Demand | Demand Gen Live S2 x30

    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.



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

    • 1 hr 30 min
    135 - Decoding Growth in B2B SaaS | Mark Roberge

    135 - Decoding Growth in B2B SaaS | Mark Roberge

    Mark Roberge, Managing Director at Stage 2 Capital and former CRO at Hubspot, joined Chris on State of Demand Gen last week. They broke down common challenges with scaling B2B businesses, and Mark shared the top 5 reasons why SaaS businesses struggle with scaling. He shared why customer retention should be of heavier focus, and how to establish a leading metric for customer behavior since retention takes awhile to measure. He also explained what the three avenues of growth are and how they can be utilized to expand into a new market. Additionally, Chris and Mark jammed on inefficient sales processes and how sending your best leads to your least experienced sales professionals is a mistake that must be avoided.

    “I find that the founders jump too quickly to establish top line revenue as a North Star metric over customer success.”

    • 50 min
    134 - High Efficiency Marketing - CFO 4.0 Podcast

    134 - High Efficiency Marketing - CFO 4.0 Podcast

    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. 

    • 1 hr 7 min
    133 - Paying for Attention vs. Commanding Attention | Demand Gen Live S2 x29

    133 - Paying for Attention vs. Commanding Attention | Demand Gen Live S2 x29

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


    Lead gen vs. Demand gen: how metrics and timing define your strategy
    Brand recognition
    Being realistic in regards to results
    Determining what makes most sense for your business to prioritize TODAY, not 10 years ago
    The curve of the adoption of innovation
    Insourcing vs. Outsourcing
    The importance of owning your CRM, your data, your tech stack, and your ad accounts internally
    Differences between LinkedIn personal & company page on LI strategies
    Why companies can’t, or don’t, innovate internally
    How marketing strategy misinformation can be often traced back to MarTech vendors
    Paying for attention vs. commanding attention
    When is it appropriate to recycle ad content

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

    • 1 hr 46 min

Customer Reviews

4.9 out of 5
66 Ratings

66 Ratings

ccollins_football ,

Great podcast

Growth marketer here, love the poscast!

Arlie K ,

Relevant and empowering

Easily the among the most genuine and value-packed podcasts in the Demand Gen space - if you're a marketer looking for mentorship, look no further.

*NatalieBurge* ,

No nonsense truth-telling at its finest

I’ve been listening to this podcast for nearly a year. I’ve learned so much and brought the wisdom into my large, enterprise, change-resistant B2B org. It’s helped me become a “thought leader” within that environment and slowly, minds are beginning to be changed. For marketers out there who have not had good mentoring, coaching or leadership in their careers - but have always know that the status quo approach to marketing within their companies had a limited shelf life ... this podcast is for you. This is where you will learn and grow. Don’t Google solutions because a lot of what you’ll find there are the wrong/outdated methodologies to affect change. This is where you need to be.

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