April 14, 2021
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?
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