AI Summary
Chris Walker discusses how the B2B marketing landscape shifted in 2020, emphasizing the need for companies to create demand rather than solely focusing on lead generation. He advocates for a new approach to conferences, viewing them as opportunities for market research and content creation rather than just booth presence. Walker also shares his framework for quantifying marketing impact, focusing on website-sourced revenue and leveraging owned channels for PR and thought leadership.
In This Episode
0:40The shift from physical events to digital marketing
2:15Marketers' reaction to the 2020 economic uncertainty
4:20Will companies revert to old marketing habits?
6:00The importance of demand creation over lead generation
8:20Creating content better than conferences
11:00In-house vs. outsourced marketing teams
14:30Quantifying marketing performance effectively
19:40Rapid-fire thoughts on marketing channels
24:50Personal branding as content marketing
26:30Being a marketing thought leader and balancing demands
28:50Refine Labs' category-winning demand marketing model
Has your B2B SaaS growth plateaued? Let's talk about how I can help jump-start growth with clear brand positioning, strategic plans, and laser-focused tactical execution.
Book a Discovery Call