The Future of Signals in GTM - Chris Walker

RevOps FM

B2B buying signals are generating a lot of buzz right now—and for good reason.

In today's challenging selling environment, conversion rates are dipping, and identifying active buyers has become more critical than ever. Signal vendors offer a promising solution, but the questions remain: Are these signals truly transformative? How can they enhance your go-to-market strategy? And what the heck is a "signal" anyhow?

In this episode, Chris Walker joins me to demystify the concept of buying signals. With his characteristic clarity and candor, Chris sheds light on why he's emphasizing signals as a key driver for efficient growth.

Regular listeners will know Chris as a significant influence on my thinking. I’ve learned a lot from him over the years, making it a true pleasure to finally have him on the show.

Tune in as we cut through the noise and delve into the real impact of B2B buying signals.

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About Today's Guest

Chris Walker is a serial entrepreneur and go-to-market thought leader. In 2019 he founded Refine Labs, the leading B2B Digital Marketing and Demand Generation agency, growing it to an 8-figure revenue business with a dominating digital presence in less than 3 years. In 2024 he launched Passetto, a tech-enabled GTM Strategy Consultancy that helps B2B executives identify and execute against their highest priority growth levers with confidence and clarity. Chris is host of B2B Revenue Vitals (formerly State of Demand Gen), one of the top marketing GTM podcasts.

https://www.linkedin.com/in/chriswalker171/

Key Topics

• [00:00] - Introduction
• [01:34] - Shifting focus to signals
• [08:03] - What is a signal?
• [11:59] - The signal data layer
• [18:12] - Connection between demand creation and signals
• [21:13] - Landscape of signal tools
• [24:39] - Identifying high-converting signals
• [36:25] - Inbound vs. outbound
• [40:34] - How RevOps can level up

Thanks to Our Sponsor

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Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm