Sept. 14, 2022

Dark Social Has Transformed The Buyer's Journey with Chris Walker

Dark Social Has Transformed The Buyer's Journey with Chris Walker

What is dark social, how does podcasting advertising fit into it, and why should marketers care?

"Marketers that continue to copy the Salesforce playbook from 2006 for their 50-person SaaS company will continue to struggle. Nobody in a growth phase can win with this strategy anymore." Chris Walker Founder and CEO of Refine Labs.


Buyers are taking an entirely new approach to make a purchasing decision. They are using slack communities, podcasts, social posts, friends' recommendations, and events to find solutions to their problems. Marketers stuck in the old ways will fall off if they don't understand how to use and measure their success with dark social and zero-click content.


One of the most significant issues is marketers don't know how to change their mindset or where to start this new strategy. So I invited Chris Walker from Refine Labs to help us out. We discuss:

  • What dark social means
  • How it is impacting the buying journey
  • How podcasting and podcast advertising is involved
  • How marketers can measure their efforts
  • What the future holds for marketing


To learn more about Chris, visit or connect with him on Linkedin.


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Read the article, Dark Social Has Transformed The Buyer's Journey

Chris WalkerProfile Photo

Chris Walker

Founder & CEO

Chris Walker is the Founder and CEO of Refine Labs, a progressive demand generation firm that challenges the status quo in B2B marketing. Fueled by marketing execution at scale, Refine Labs uses real data from real customers to create demand strategy and research for their clients. 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 chats with today’s top B2B leaders to share tangible advice and tactics to over 15,000 marketers