Marketing Optimization Guidance from Chris Walker

I recently discovered Chris Walker’s excellent podcast – Revenue Vitals. Here is my synthesis of his guidance from several recent episodes:

Category	Do more of	Do less of
Digital Marketing	Driving demo requests initiated on your website Spending SEM budget on branded terms Marketing the category by educating with ungated content (ex: podcasts; YouTube videos; LI posts everyday; Webinars; etc.). This should be paid & organic. This need not be ‘category creation.’ – Promoting your point of view on your podcast but not in a sales-y way	Driving demo requests via paid social (incl. via retargeting) Spending SEM budget on non-branded keywordsDriving content downloads via paid social & SEM (low-intent content syndication) Marketing promotional company content on social media Writing content using AI (you need unique opinions to win on content) Using AI-based sales engagement without human review & revision Optimizing on MQL demand gen rather than revenue contribution Over-investing in outbound SDRs (if LTV:CAC is poor)
Event Marketing	Running hyper-local “owned” micro-events Getting invited to speak at events (because you are an established thought leader / influencer	Hosting booths Sponsoring events
Other	Investing in your partner channel Helping your prospects & customers across their entire job spectrum, not just where your product plays Courting key opinion leaders to authentically promote your product Conducting win/loss analysis Collect self-reported attribution (how did you learn about us?)	Spending energy on digital touch-point attribution Paying or gifting prospects to take demos