1 rich Libsyn https://www.libsyn.com 90 600 We're taking a short break over the holidays so I've chosen to re-air a couple of the most impactful episodes - impactful both from a business and a personal perspective.&amp;nbsp; &amp;nbsp; So today, we have the episode with Chris Walker of Refine Labs where we went over his company’s ways of helping B2B companies grow through marketing.&amp;nbsp; &amp;nbsp; Chris comes from a very unique background (engineering) which allows him to look at the full revenue ecosystem rather than breaking it down into silos. &amp;nbsp; If you want your revenue acquisition process to rely on digital to create demand, Chris is the man to call. &amp;nbsp; Join me as we look back to this very insightful episode! &amp;nbsp; We talked about: 1. How an engineering background gave Chris the advantage in marketing [01:36] &amp;nbsp; Losing his own money as a vital point in his experience [04:20] 2. The gap in the marketplace that Chris saw [06:00] &amp;nbsp; &amp;nbsp; Removing assumptions that are no longer true [07:53] 3. The benefit of working with a blank slate [08:54] &amp;nbsp; 4. Barriers preventing companies from driving demand from digital [10:13] 5. Attribution is not marketing against sales [12:25] 6. Why you shouldn’t measure social channels the same way with Google [13:14] 7. The first step for founders is to know what they’re good at [20:12] 8. Adspend is a cost of doing business [22:28] 9. Why buyer intent is a critical factor to sales [24:32] 10. The major shifts in the buying process [25:22] 11. Customer success should be part of your product [29:35] 12. Through education, you create awareness [31:38] 13. You don’t really need salespeople [33:33] 14. Companies need a recurring revenue model driven by customer acquisition [35:37] 15. How COVID impacted sales and marketing [38:46] 16. The one thing Chris recommends [41:23] &amp;nbsp; &amp;nbsp; Resource Links: Brett Trainor Website (https://bretttrainor.com/) Download The Growth Readiness Checklist (https://bretttrainor.com/resources/) Refine Labs Website (https://www.refinelabs.com/) State of Demand Gen Podcast (https://podcasts.apple.com/us/podcast/state-of-demand-gen/id1511588213) &amp;nbsp; &amp;nbsp; 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. &amp;nbsp; If you liked this episode, please don’t forget to tune in, subscribe, and share this podcast.&amp;nbsp; Connect with Chris Walker: LinkedIn: https://www.linkedin.com/in/chris-walker-41597028/ Twitter: https://twitter.com/ChrisWalker171 Connect with me and learn more about growing your business: Email: BT@BrettTrainor.com LinkedIn: https://www.linkedin.com/in/bretttrainor/ YouTube: https://www.youtube.com/channel/UCySoKsETeKxu-Fnf2VfE7Gg Facebook: https://www.facebook.com/TrainorBrett Twitter: https://twitter.com/Brett_Trainor Instagram: https://www.instagram.com/bretttrainor/ If you liked this episode, please don’t forget to tune in, subscribe, and share this podcast. BizOwner360 https://bretttrainor.com/podcast/ <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/21361898/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/content/116803103