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B2B Founder

Mar 30, 2021

Marketing is no longer what it used to be.

Forget coaxing customers to attend a demo. Using education to raise buyer awareness is now key.

Chris Walker from Refine Labs joins me today as we go over their own way of helping B2B companies grow through marketing. Chris comes from a very unique background (engineering) and this gives him an advantage of looking at the entire ecosystem of revenue and not broken down into silos.  

So if you’re looking into transitioning your revenue acquisition model to drive demand from digital, Chris is just the right man to help you make those crucial changes.

Tune in to this episode to grab insights from this highly disruptive demand marketer!

We’ll talk about:

  1. How an engineering background gave Chris the advantage in marketing [01:51]
    • Losing his own money as a vital point in his experience [04:33]
  2. The gap in the marketplace that Chris saw [06:13]
    • Removing assumptions that are no longer true [08:06]
  3. The benefit of working with a blank slate [09:07]
  4. Barriers preventing companies from driving demand from digital [10:26]
  5. Attribution is not marketing against sales [12:38]
  6. Why you shouldn’t measure social channels the same way with Google [13:27]
  7. The first step for founders is to know what they’re good at [20:25]
  8. Adspend is a cost of doing business [22:41]
  9. Why buyer intent is a critical factor to sales [24:45]
  10. The major shifts in the buying process [25:35]
  11. Customer success should be part of your product [29:48]
  12. Through education, you create awareness [31:51]
  13. You don’t really need salespeople [33:46]
  14. Companies need a recurring revenue model driven by customer acquisition [35:50]
  15. How COVID impacted sales and marketing [38:59]
  16. The one thing Chris recommends [41:36]


Resource Links:


About Our Guest:

Chris Walker is the CEO at Refine Labs, a marketing consulting firm focused on growing B2B SaaS companies. Their Revenue Engine Optimization Formula combines revenue operations, growth marketing, and buyer enablement.


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