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Dark Social Secrets Unveiled


Chris Walker
Founder and CEO of Refine Labs

If you’re waiting for intent data before you go and actually start marketing, or start sales, you are way too late.

Episode Summary

Chris Walker — Founder and CEO of go-to-market strategy firm Refine Labs — joins Connor to pull back the curtain on dark social and the dark funnel. Discover how to capture intent data long before your potential customer “funnels out,” why you should look beyond lead counts, and the missing piece in most B2B sales and marketing strategies.

Key Takeaways

  • When B2B sales teams fail to empower their marketing teams with the right measurements, metrics, and goals, they limit their ability to conduct actual marketing — and that’s the missing piece in their strategy.
  • Don’t focus solely on lead numbers. Look at how much pipeline your marketing brings in, where it comes from, and how it happens.
  • Dark social is around 99% of the market. When potential customers are outside the buying cycle, you can’t collect or track their intent data, which keeps your approach reactive instead of proactive. And you’re going to miss out on a lot of sales.

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Watch the full interview below:

About Chris:

Chris Walker is the Founder and CEO of Refine Labs, a progressive demand generation agency that challenges the status quo in B2B marketing. Refine Labs executes tactics that align with how consumers actually buy instead of generating fruitless leads. Before launching Refine Labs, Chris led marketing at two B2B firms, where he built the foundation of his unique perspective on demand generation. Chris also hosts the State of Demand Gen podcast, where he shares tangible advice and tactics alongside today’s top B2B marketers.

Follow Chris on LinkedIn here:

About Connor Dube:

Connor Dube is Sales & Marketing Director at Active Blogs, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

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