(Expert Interview) Dark Social Secrets Unveiled - B2B Mentors Podcast

Chris Walker is the Founder and CEO of Refine Labs, a progressive demand generation agency that challenges the status quo in B2B marketing. Refine Labs executes tactics that align with how consumers actually buy instead of generating fruitless leads. Before launching Refine Labs, Chris led marketing at two B2B firms where he built the foundation of his unique perspective on demand generation. Chris also hosts the State of Demand Gen podcast where he shares tangible advice and tactics alongside today’s top B2B marketers.

Visit: https://www.refinelabs.com to learn more

Key Takeaways:
-When B2B sales teams fail to empower their marketing teams with the right measurements, metrics, and goals, they limit their ability to conduct actual marketing — and that’s the missing piece in their strategy.
-Don’t focus solely on lead numbers. Look at how much pipeline your marketing brings in, where it comes from, and how it happens.
-Dark social is around 99% of the market. When potential customers are outside the buying cycle, you can’t collect or track their intent data, which keeps your approach reactive instead of proactive. And you’re going to miss out on a lot of sales.

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