Chris Walker presented another keynote last week and shared his demand generation framework. Main takeaways: Word of mouth drives most B2B buying decisions today The best way to connect with your buyers is through content that resonates with them Attribution isn't always what it seems Content distribution is just as, if not more important, than creation  The same team should be responsible for both brand AND demand He also answered questions in regards to his demand gen framework, inbound vs. outbound, and how to completely shift your strategy without creating operational inefficiencies based on current org structure and budget allocation and goals. 

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