GTM Live

In this episode, Chris talks about the trifecta of building a company that has a competitive advantage, is able to acquire customers in a scalable way, and is a talent destination that the best of the best want to come and work at. In addition to talking about building a sustainable company, Chris and Adam dive into the impact that LinkedIn has had on Refine Labs, the current economic state of B2B SaaS, and what's next for Refine Labs.

Native digitals don't buy the same way that native analogs do. Native digitals are also fast becoming the largest buying group of B2B software. However, most large B2B companies are still being run by native analog executives. This is in large part why most B2B companies are running playbooks from a decade ago and leaving a huge gap for new, digital-native startups to explode. In fact, Refine Labs is a perfect example of that. In this episode, Chris and Megan talk with Christopher Lochhead about how they are building a digital-native company and the huge advantages that it has given them.

There is a big misunderstanding amongst the marketing community about organic content: "organic content is better than paid because it's free." That statement couldn't be further from the truth. In fact, here at Refine Labs, we have a 9 person team that runs organic content to the tune of over $100,000 per month. Not only does organic cost money but it takes more time to see if your message is resonating—time most companies simply aren't willing to put in to make organic work. In this episode, Chris talks about why organic content isn't free, how to use a paid strategy alongside organic, and much more.

In our first ever TikTok live, Chris went full AMA (Ask Me Anything) and fielded questions on everything from using different personalities in your marketing efforts, to how long it takes him to create content every day, to how to (not) formalize feedback, and more...If you're a fan of this format, shoot us a message on LinkedIn and let us know.

"Nobody is focused on creating demand. No metrics support demand creation. Everything is about being sales-centric and marketing supporting sales. And the truth is, the only way that you win big, is by going out there and creating demand..." - Chris WalkerIn this episode, Chris breaks down why companies don't focus on creating demand and instead put all their energy into capturing demand. After laying the groundwork for why companies don't do it, he breaks down why whoever creates the demand, wins.

Earlier this week we leaked the wait-list landing page for Refine Labs' new IP warehouse, "The Vault". With one post (and a comment on another post) we received over 1,000 submissions from B2B professionals with titles like; VP of Marketing, CMO, and CRO. We also received some interesting responses in the comments:"Is that a FORM on the landing page?!""6 fields? Really?"In this episode, Chris will clear up any misconception about forms, because it's not forms that are inherently bad, it's the intent behind them that is used.

Refine Labs just came off our company offsite in San Diego where nearly 100 team members showed up to meet and collaborate in person for the first time since joining Refine Labs. It was an experience that really highlighted the amazing culture that has been established here and a perfect opportunity to talk about how the culture has been built. In this episode, Chris answers questions that were sourced from the community on how to establish and grow a culture that makes employees want to build a career at your company.

Marketing Ops is evolving. With so many marketing technologies on the market, strong marketing ops professionals are no longer thinking strictly about the tactical role out of these new technologies. They are becoming strategic advisors on how teams can not only implement software but choose and use specific tools to best achieve the overall goal. In this episode, Chris sits down with Sara McNamara, Senior Manager of Marketing Operations at Slack, to discuss: What about operations is strategic, the best way to roll out new marketing technology, measuring marketing success, and more.

Refine Labs is breaking the mold twice in today's episode. First, we are extremely proud to announce that Refine Labs has instituted a living minimum wage of $75,000/year. A study was done by Princeton showing that $75,000 is the number where people can live comfortably and still have money left over to save. Second, we're breaking the DGL format and doing a full episode of AMA this week. Chris covered questions ranging everywhere from content-led community, to offsite learnings, to event content strategy, to career advice, and more.

Modern go-to-market is changing. In decades past, customers needed sales teams to educate them on product. They welcomed sales professionals to look under the hood and pitch them on how their product could best be used in their organization. But in 2022 the buyer's mindset has changed. They now have the ability to do the research. They have the ability to talk with industry peers and discover these things on their own. So where does that leave sales in the modern B2B GTM? In this episode, Chris talks about how marketing and sales can work toward a common goal in educating buyers and the new role sales professionals will play as industry subject matter experts.