Dark Social, a B2B Marketing Stack That Works, and Agency Secrets With Chris Walker
b'Welcome back to another episode of Marketing School! Today on the show we get together with Chris Walker, CEO of Refine Labs, a company that helps B2B businesses create demand by leveraging top methods that buyers are using, especially through social communities and word of mouth. While many people are under the impression that Refine Labs functions as an agency, their work over the past two years has primarily been focused on researching key questions on how one can use any service business, like an agency, to collect major customer insights. They\\u2019ve done detailed research into the type of technology customers are using, the top problems they\\u2019re struggling with, as well as how to solve these problems. Tuning in you\\u2019ll hear Chris break down their new product, The Vault, which Refine Lab will be launching during Q2 of 2022, the distinction between capturing demand versus creating it, and how to create demand during an economic slowdown. We also discuss the concept of dark social, how to create a B2B marketing stack that works, and how Refine Labs are making marketing more scientific. Make sure you tune in for this eye-opening episode from an expert who is at the bleeding edge of market research!\\n TIME-STAMPED SHOW NOTES:\\n [00:00] Before we jump into today\\u2019s interview, please rate, review, and subscribe to the Leveling Up Podcast!\\n [00:15] Today\\u2019s topic: Dark Social, a B2B Marketing Stack That Works, and Agency Secrets With Chris Walker.\\n [00:16] Introducing Chris Walker, CEO of Refine Labs.\\n [00:57] An overview of Refine Labs and the new product they\\u2019re launching called The Vault.\\n [02:44] The concept of Dark Social and what it means for businesses.\\n [04:35] Multi-touch attribution and why it\\u2019s not as innovative and robust as some businesses think.\\n [05:28] Understanding the distinction between creating demand and capturing demand.\\n [07:30] How to create demand during an economic slowdown.\\n [09:45] Chris\\u2019s approach to creating content.\\xa0\\n [13:08] How to use virtual live events in a simplified marketing stack.\\n [15:32] The value of consistency when creating content and writing your own copy.\\n [17:53] Why filming live content has been so effective for Chris.\\n [18:31] Why Chris recommends narrowing your focus as a marketer.\\xa0\\n [20:14] How Chris\\u2019s content team is structured.\\n [22:26] Why Chris describes Refine Labs as an experimentation lab, rather than an agency.\\n [25:57] Why agencies are so effective as a launchpad business.\\n [27:38] Examples of the excellent companies that have financed Refine Labs.\\xa0\\n [29:33] Chris answers our rapid-fire questions.\\n [31:29] Learn where you can find Chris online.\\n \\xa0\\n Resources From The Interview:\\n \\xa0\\n Chris Walker on LinkedIn\\n Refine Labs\\n The Vault Waitlist\\n CapChase\\n Pipe\\n Timia Capital\\n State of Demand Gen Podcast\\n Must-read book: Mastery by Robert Greene\\n \\xa0\\n Leave Some Feedback:\\n \\xa0\\n What should I talk about next?\\xa0Who should I interview? Please let me know on Twitter or in the comments below.\\n Did you enjoy this episode?\\xa0If so, please leave a short review here\\n\\n Subscribe to Leveling Up on iTunes\\n\\n Get the non-iTunes RSS Feed\\n\\n \\xa0\\n Connect with Eric Siu:\\xa0\\n \\xa0\\n Growth Everywhere\\n Single Grain\\n Leveling Up\\n Eric Siu on Twitter\\n Eric Siu on Instagram\\n \\nLearn more about your ad choices. Visit megaphone.fm/adchoices'