288 - Demand Gen 101 For Consultants | The Recognized Authority Podcast

05/23/22 • 46 min

1 Listener

To effectively create demand you need to give away your best content for free. But what if your content is in fact your product? This is a big blocker for independent consultants when they want to create demand. By giving away the information that makes them valuable, they think that people will no longer need to work with them.

Here's the thing: People don't hire consultants for their knowledge of a subject matter. In fact, that knowledge is likely a commodity. People hire consultants to increase their likelihood of success in implementing that knowledge. What happens when you horde all your knowledge until a sales process is you get lumped in with other vendors as a commodity. And when you're viewed as a commodity, you have to compete on price, which is not a good place to be.

In this episode, Chris talks about how consultants can win using the same demand gen principles that we use at Refine Labs to help some of the best B2B SaaS companies out there.

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

In this episode, Chris talks about how consultants can win using the same demand gen principles that we use at Refine Labs to help some of the best B2B SaaS companies out there.

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

Previous Episode

287 - The Current State of Search, Dark Social, and Attribution | Rand Fishkin

People don't use Google the same way they did in the past. 10 years ago if you wanted to find information on a product you Googled it. Today if you want to find information on a product you have way more, often better, options. You could ask in a community. You could visit a review site like G2. You could post about it in social channels and get unfiltered, unbiased feedback. And yes, you could still Google it, but with all these new options available should Google still get the bulk of your advertising dollars?

If you're a regular listener of this podcast you likely already know our stance on this, but the question still comes up often. That's why we reached out to the Godfather of SEM, Rand Fishkin and asked him to join us to talk about this very subject.

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

Next Episode

289 - Ask Me Anything with Chris Walker: Episode 2 | Demand Gen Live S2 x80

One of the things that makes the Demand Gen Live community so great is the ability we have every week to help marketers with real challenges that they're facing in their day-to-day roles. A few weeks ago, we decided to shake things up and go "full-AMA" for a Demand Gen Live. The feedback was so positive that we decided to do it again.

In today's Ask Me Anything episode, Chris and Megan answered questions on: