In this exclusive interview, leading Media Entrepreneur Omri Hurwitz speaks with Chris Walker, the CEO of Refine Labs, who shares his insights on the evolving landscape of B2B marketing, his journey to becoming a leading advocate for demand generation, and his productivity strategies. Chris delves into the shifts in B2B marketing, the importance of staying involved in the work, and his future aspirations.
Omri: Chris, you’re seen as a leading figure in B2B marketing and demand generation. Would you say that’s a fair assessment?
Chris: I like to think I’ve had a positive impact on many marketers, helping them operate at a higher level and think differently. I’ve seen success stories from CMOs and CEOs who have taken the leap and built a founder brand, and marketing managers who have rapidly grown in their careers.
Omri: You’ve mentioned your breakthrough company, Refine Labs. Can you tell us about your journey before that?
Chris: Even before Refine Labs, I was deeply involved in the industry, working in-house and hustling through challenges. I talked to HubSpot people until 2 am and tested various strategies as an in-house marketer. I continue to stay involved in the work, sitting in meetings with chief revenue officers, analyzing data, and helping companies structure their budgets.
Omri: What changes have you seen in B2B marketing over the last 12 months?
Chris: The major change is how B2B tech companies are valued, with growth rates slowing and the cost to acquire a customer more than doubling. This shift has put pressure on companies to optimize their spending across all departments. Efficient cost management and smart investments are crucial now more than ever.
Omri: What solutions do companies need to implement to adjust to these changes?
Chris Walker: Companies need to address what I call “go-to-market bloat.” This involves cutting unnecessary expenses and optimizing processes. Intelligent cost-cutting, rather than arbitrary budget slashing, is essential. We need to look at the broader picture and make large transformational changes across the entire go-to-market strategy.
Omri: You recently stepped into a more strategic role at Refine Labs. What prompted this move?
Chris Walker: The strategy for Refine Labs is clear, and we needed someone who excels in execution and operations. My business partner, Megan Bowen, is perfect for this role. Additionally, I saw new opportunities in the market and wanted to explore them, both for personal and professional growth.
Omri: What’s your vision for the future with your private equity group and portfolio of companies?
Chris: I’m focused on building a collection of companies within the B2B go-to-market space. This includes sales, marketing, customer success, and account management. I believe in the power of combining internal and external resources for optimal results. Over time, I see a shift towards a balance where companies leverage both internal teams and external experts.
Omri: How do you see traditional PR fitting into today’s B2B marketing strategies?
Chris: The process of PR has fundamentally shifted. Today, it’s crucial to have owned PR through your LinkedIn profile, email newsletter, and website. This owned PR creates awareness, leading to earned PR where others want to share your content. It’s a significant shift from the traditional model of pitching to get coverage.
Omri: Can you share some of your productivity tips and how you structure your day?
Chris: I start my day with a workout, which energizes me and sets a positive tone. I avoid meetings before 11:00 a.m. to focus on important tasks when I’m most productive. I also theme my workdays, dedicating specific days to internal meetings, content production, long-term strategy, and external tasks. Revisiting and adjusting my schedule every few months ensures I stay effective.
Omri: What are your future aspirations and financial goals?
Chris Walker: I aspire to build a $100 million portfolio, though I don’t have a strict timeline. It’s about making smart decisions daily and forming strategic partnerships. Financial success is an outcome of consistently making the right choices.
Omri: What’s your favorite book and why?
Chris Walker: I love “Mastery” by Robert Greene. It’s an excellent guide for those striving to master a craft. The book helps you identify where you are in the process of mastery and understand the importance of diverse experiences in developing unique skills.
