April 14, 2021

Expert series: Chris Walker, CEO of Refine Labs on the New Demand Gen Playbook

Expert series:  Chris Walker, CEO of Refine Labs on the New Demand Gen Playbook

Chris has become a mini-marketing-celebrity on Linkedin and is using the playbook he advocates for as the way to generate high quality demand gen: Share valuable content consistently and when buyers are ready they will come to you. In this podcast we di

  • [1:04] - What do you mean by creating demand and capturing demand?  What should you do in the early stages of the startups when you don’t have a lot of money?
  • [6:41] - How do you create content at scale, especially in the early stages?
  • [15:10] - Can you give client examples of impact to demand gen in 30-60-90 days? 
  • [20:37] - How do you influence different personas in the buyer journey?
  • [23:50] - How does demand generation strategy differ from SMB to enterprise segment?
  • [28:13] - When should you use Linkedin vs Facebook ads as a paid channel?
  • [30:46] - What is the difference in strategy for companies growing from $50 M to $100 M in revenues? 
  • [34:14] - What metric would you tell companies to look at?
  • [35:37] - How do you see product-led growth model working together with the demand gen model?
  • [37:13] - What are the common mistakes you have seen startups make when it comes to setting up demand gen?
  • [39:26] - How important is demand gen experience in a VP Marketing hire?  
  • [41:32] - What should a founder expect in their 30-60-90 days from their VP of Marketing?