#5: Chris Walker from Refine Labs: Why Traffic and # of Leads Are The Wrong Metrics To Track

This is a conversation with Chris Walker, CEO and Founder of Refine Labs, an agency helping SaaS startups and SME's on B2B Revenue Operations & Growth.

Chris Walker is the CEO and Founder of Refine Labs, an agency helping SaaS startups and SME's on B2B Revenue Operations & Growth.

We discuss how he started out in marketing, how his success on LinkedIn came about, and why he believes it works so well for his business. Also, we take a deep dive into why traffic and number of leads are not the metrics for B2B companies and which ones you should focus on instead.

Topics Discussed
  • 00:00 - How Chris does LinkedIn Marketing
  • 02:30 - Chris’ Four Learnings That Propelled his Career
  • 06:32 - Customer Research for Marketers
  • 11:14 - Quantity vs. Quality of Leads
  • 17:22 - How to Align Marketing with Sales
  • 20:05 - How to Align Marketing with Product
  • 27:10 - Reporting to Management
  • 30:06 - How to Convince Execs of Brand Marketing
  • 32:31 - Using Paid Ads to Boost Content
  • 34:13 - Strategies when Starting in a new Marketing Role from Scratch
  • 38:53 - Advice For Up and Coming Marketers
  • 41:01 - Meta Skills for Marketers
  • 43:12 - Building a B2B Marketing Team from Scratch
  • 46:02 - Content Creation vs. Content Distribution
  • 49:35 - Marketing Education
  • 53:32 - When to hire an agency / consultancy
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