177 - Measuring the Impact of Your Marketing | Demand Gen Live S2 x45

08/11/21 • 57 min

Chris Walker and Megan Bowen hosted another Demand Gen Live last night, breaking down the Refine Labs strategy for the community and talking about the more effective alternatives to buyer personas. Chris expanded on the dark funnel and connected that concept to splitting the funnel. He also answered questions about opportunities outside of your 9-5 in marketing, the most important questions marketers should be able to answer about their customers, and measuring the impact of marketing to prospects already in the buying cycle.

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176 - Building A Brand Is About Educating, Not Selling | Live Consulting Session

Chris Walker hosted another live consulting session, this time with a post-seed stage start-up that is currently following the organic playbook we have shared on the podcast. You'll get to hear about things that the founders and practitioners noticed in their own business after implementing the strategy, and how you can implement an organic content strategy yourself with little to no resources. Chris answers their questions about measurement and how to paint the picture to investors, and they reiterate the importance of educating and providing value to their ICP instead of constantly trying to sell to them in an impersonal way.

Next Episode

178 - Marketing Thrives in the Dark Funnel | LIVE from B2B Sales & Marketing Exchange

We recorded Chris’s LIVE session from the B2B Sales & Marketing Exchange 2021 in Boston, MA where he talks about how the marketers that are focusing on the dark funnel are the ones who are winning. This involves giving people information they want in the places they want to consume it, on their own time, as well as a fundamentally different mindset and measurement criteria. Instead of using the dark funnel to activate outbound sales, marketers should be focusing on driving signals in the dark funnel by putting valuable content there.