In this episode, host John Ghiorso is joined by Chris Walker, CEO and Founder of Refine Labs, to dissect the critical elements shaping the future of B2B marketing - dark social and demand generation. Serving as a strategic blueprint for business and marketing leaders, this episode delivers predictive insights into the evolving landscape of B2B marketing. John starts the conversation by exploring Chris’ comprehensive approach to demand generation, segmented into three pivotal elements: creating, capturing, and converting demand. Chris underscores the limitations of traditional measurement models and calls for a strategic overhaul. The conversation then shifts to the untapped potential of dark social. Chris makes a compelling case for underutilizing platforms like LinkedIn and Meta (formerly Facebook) in B2B marketing. He further advocates reallocating budgets towards digital marketing avenues, including Meta and Instagram ads. The episode also delves into the power dynamics between personal and corporate brands on social media platforms. Chris emphasizes the often-overlooked advantage of personal brands in driving superior engagement. As the conversation turns towards the future, the focus shifts to the indispensable role of subject matter experts in establishing thought leadership. Chris believes these experts should provide objective, actionable insights that help readers across their job spectrum. Tune into this episode that cuts through the noise to illuminate the intersections of dark social, demand generation, and the future of B2B marketing, equipping you with practical insights to navigate the changing terrain.
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