96. How to Optimize Your Revenue Engine: Strategies & Tactics with Chris Walker

<p><span style="font-weight: 400;">Marketing is no longer what it used to be.</span></p> <p><span style="font-weight: 400;">Forget coaxing customers to attend a demo. Using education to raise buyer awareness is now key.</span></p> <p><span style="font-weight: 400;">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.  </span></p> <p><span style="font-weight: 400;">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.</span></p> <p><span style="font-weight: 400;">Tune in to this episode to grab insights from this highly disruptive demand marketer!</span></p> <p><br /> <br /></p> <p><strong>We’ll talk about:</strong></p> <ol> <li><span style="font-weight: 400;">How an engineering background gave Chris the advantage in marketing</span> <strong>[01:51]</strong> <ul> <li><strong><span style="font-weight: 400;">Losing his own money as a vital point in his experience</span> [04:33]</strong></li> </ul> </li> <li><span style="font-weight: 400;">The gap in the marketplace that Chris saw</span> <strong>[06:13]</strong> <ul> <li><strong><span style="font-weight: 400;">Removing assumptions that are no longer true</span> [08:06]</strong></li> </ul> </li> <li><span style="font-weight: 400;">The benefit of working with a blank slate</span> <strong>[09:07]</strong></li> <li><span style="font-weight: 400;">Barriers preventing companies from driving demand from digital</span> <strong>[10:26]</strong></li> <li><span style="font-weight: 400;">Attribution is not marketing against sales</span> <strong>[12:38]</strong></li> <li><span style="font-weight: 400;">Why you shouldn’t measure social channels the same way with Google</span> <strong>[13:27]</strong></li> <li><span style="font-weight: 40