Measuring marketing without vanity metrics — Chris Walker // Refine Labs

Chris Walker, the CEO of Refine Labs, explains the difference between right and wrong in marketing. Today, a lot of marketers get distracted by metrics that don’t even affect their bottom line. You want to be looking at factors that count toward your business success. So today, Chris talks about measuring marketing without vanity metrics
About the speaker

Chris Walker

Refine Labs

 - Refine Labs

Chris is the CEO of Refine Labs

Show Notes

  • 02:14
    Measuring marketing without vanity metrics
    Vanity metrics are those that dont positively correlate with sales outcomes. Focusing on these too much sidelines your goals.
  • 03:55
    How to define quality leads
    Its about who gets converted into a customer. The lead first has to be a good fit before your sales team can turn them into customers.
  • 05:24
    Marketing to the right people
    Its not just about targeting who is currently in-market. Instead of relying on intent data to market, focus on creating that intent.
  • 08:00
    Evaluating your marketing strategy
    Focus more on qualitative insights than quantitative. Not everything in marketing needs to be measured by software.
  • 10:01
    Assessing the quality of your leads
    Its important to be aligned with your sales team. The best way to determine lead quality is by looking at how many your sales team was able to convert from different lead sources.
  • 12:10
    How to asses lead quality when youre new
    Without retrospective data, you have to do the outreach yourself to see how people respond. Simply collecting information and sending it to sales doesnt qualify a lead.
  • 13:37
    The value of understanding your customers
    It all boils down to really understanding what your customers expect from you. And this plays an important role in getting the right data to solve their problems.

Quotes

  • "We currently work with about 40 enterprise SAAS organizations to transform their demand generation programs using our growth framework called Pipe." - Chris Walker, CEO, Refine Labs

  • "A vanity metric is a metric you can turn on a switch and make it move: website, traffic, number of leads, etc. But it's not positively correlated with sales outcomes." - Chris Walker, CEO, Refine Labs

  • "Quality should be defined as how many leads convert to customers, not based on some lead scoring model." - Chris Walker, CEO, Refine Labs

  • “In 2010, when there weren't contact databases and huge data sets, marketings job was to find people that were fits. And then sales job was to sell to them.” - Chris Walker, CEO, Refine Labs

  • “Marketers need to transition to prioritizing intent. Fit is table stakes.” - Chris Walker, CEO, Refine Labs

  • “What marketers should do is instead of reading intent data and then trying to do marketing, they should figure out how to create intent.” - Chris Walker, CEO, Refine Labs

  • “Marketing should spend 80% of their time trying to take a buyer that is not considering your solution...and getting them to understand those things over time.” - Chris Walker, CEO, Refine Labs

  • “Marketers have been trained by technology vendors that everything needs to be quantified, measured. and processed by software, which is totally not true.” - Chris Walker, CEO, Refine Labs

  • “Most of the valuable insights that drive real good, strong marketing decisions that happen 6, 12, 18 months before your competitors are qualitative insights.” - Chris Walker, CEO, Refine Labs

  • “The #1 way to get aligned with your sales team and evaluate the quality of the contacts that you're sending is whether or not your sales team's converting them into pipeline...” - Chris Walker, CEO, Refine Labs

  • “The reason that I use lead sources and referral channels is because it's a very good predictor of intent.” - Chris Walker, CEO, Refine Labs

  • “Marketing is the practice of understanding who your customers are, what their needs are, and what your company can do to satisfy and resolve their pain points.” - Benjamin Shapiro, Host, MarTech podcast

About the speaker

Chris Walker

Refine Labs

 - Refine Labs

Chris is the CEO of Refine Labs

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