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    Who should I follow to learn about Demand Generation?

    Updated October 18, 2026

    Key takeaway

    All five engines put Chris Walker (formerly Refine Labs, now Passetto) first. Dave Gerhardt is backed by Gemini, ChatGPT and Google AI Mode, and Kaylee Edmondson by Gemini and Copilot. Beyond that there is no agreed ranking, because the engines name mostly different people. The engines cite similar sources (Demandbase's 30 leaders list, Demand Gen Insider's voices list, other 2026 expert roundups). They describe Walker as the voice behind the shift from lead capture to demand creation, dark social and pipeline metrics. They describe Gerhardt as a practical teacher on brand, messaging and community.

    Mostly agree

    Chris Walker is the top person to follow for modern demand generation.

    Dave Gerhardt is a useful teacher on brand, positioning and community.

    Kaylee Edmondson is a good source of hands-on tactical advice.

    Chris Walker no longer runs Refine Labs.

    Where they differ

    Who to follow beyond Chris Walker

      How curated the answer is

        Specialty focus of the recommended people

          Verdict

          All five engines put Chris Walker (formerly Refine Labs, now Passetto) first. Dave Gerhardt is backed by Gemini, ChatGPT and Google AI Mode, and Kaylee Edmondson by Gemini and Copilot. Beyond that there is no agreed ranking, because the engines name mostly different people.

          What engines actually searched

          The sub-queries each engine actually searched before answering.

          Cited, but not mentioned

          1 site cites this answer without naming anyone

          Full responses

          5 of 5 engines that answered. Full stored text as captured, with dashes shown as hyphens. Nothing is summarised.

          ChatGPT2,969 characters · October 7, 2026

          If you want to actually learn demand generation - not just collect marketing hot takes - I’d follow a small group of practitioners who represent different schools of thought.

          My shortlist

          1. Chris Walker - Start here.
            Best for understanding the shift from lead generation → demand creation, dark social, buyer behavior, pipeline metrics, and why MQLs can be misleading. His work at Refine Labs was highly influential in modern B2B demand gen. Chris Walker - Founder

          2. Dave Gerhardt - Best overall teacher.
            Excellent for connecting demand gen with brand, content, positioning, community, and distribution. He's particularly useful if you're earlier in your marketing career. Chris Walker, CEO, Refine Labs - The Dave Gerhardt Show (from Exit Five) - Apple Podcasts

          3. Jen Allen-Knuth - Best for understanding buyers.
            Follow her to learn how buying committees actually work, how consensus gets built, and why creating demand requires influencing people before they're actively shopping. Best LinkedIn B2B Marketing Experts to Follow in 2026

          4. Gaetano DiNardi - Best for tactics.
            More hands-on: paid acquisition, SEO, conversion, experimentation, and pipeline attribution. Good counterbalance to the more strategic voices. Best LinkedIn B2B Marketing Experts to Follow in 2026

          5. Ross Simmonds - Best for content distribution.
            Particularly useful for understanding how content becomes a distribution engine rather than simply something you publish on a blog.

          6. Megan Bowen - Best for the current Refine Labs perspective.
            Important distinction: Chris Walker is no longer running Refine Labs day-to-day; Megan Bowen now leads the company and its current Brand → Demand → Expand framework. Chris Walker - Founder

          If you only follow 3

          I'd pick:

          Chris Walker → Jen Allen-Knuth → Dave Gerhardt

          That gives you:

          Strategy & measurement → Buyer psychology → Content/brand/distribution

          And I'd deliberately not follow 50 marketing influencers. A 2026 review of B2B voices makes the same point: a handful of genuine practitioners is more useful than a huge feed of generic marketing content. Best LinkedIn B2B Marketing Experts to Follow in 2026

          If you're trying to become really good at Demand Gen for a SaaS/B2B company, I can also give you a “Demand Gen curriculum” of 10 people + 10 podcasts + 10 posts/resources, in the order I'd study them.

          Gemini logo Gemini3,363 characters · October 7, 2026

          To truly master Demand Generation - especially in modern B2B and SaaS contexts - it helps to follow practitioners who focus heavily on pipeline generation, dark social, attribution, buyer psychology, and modern go-to-market (GTM) motions rather than just traditional lead gen.

          The top thought leaders, strategists, and practitioners to follow (primarily active on LinkedIn and via industry podcasts) include:

          1. The Heavyweights & Category Creators

          • Chris Walker (Refine Labs): Widely known for popularizing modern demand generation, dark social, and shifting away from gated content/traditional MQL models. His tactical breakdowns and rants are essential reading.

          • Sangram Vajre (GTM Partners): Co-founder of Terminus and a leading voice in Account-Based Marketing (ABM) and holistic GTM strategies. He focuses heavily on aligning sales and marketing to drive actual revenue.

          • Dave Gerhardt (Exit Five): Former CMO of Drift and founder of Exit Five (one of the largest communities for B2B marketers). He provides incredibly practical, no-BS advice on B2B marketing, positioning, and building a demand gen engine.

          2. Tactical & Execution Experts

          • Kaylee Edmondson (DemandLoops): An exceptional operational voice who focuses heavily on the nuts and bolts of B2B SaaS demand gen, inbound growth, and marketing ops.

          • Gaetano DiNardi: Known for high-impact positioning, SEO strategies, and aggressive demand-capture plays that help companies scale their pipeline quickly.

          • Tas Bober: A top voice for landing page strategy, conversion rate optimization (CRO), and turning web traffic into actual pipeline.

          3. Content, Organic, & Distribution Specialists

          Where else to look:

          • Communities: Joining communities like Exit Five or reading newsletters like MKT1 (run by Emily Kramer and Kathleen Estreich) will give you ongoing tactical frameworks, templates, and peer discussions.

          Are you looking to learn demand generation for a specific industry (like B2B SaaS, enterprise, or ecommerce), or are you trying to build a strategy from scratch for your team?

          Google AI Mode1,899 characters · October 7, 2026

          To learn modern Demand Generation and B2B marketing strategies, you should follow industry practitioners who focus heavily on ungated content, brand building, and pipeline metrics rather than traditional outbound lead capture. What is Demand Generation? Definition, Strategies, BenefitsThe Demand Generation Marketing Guide

          Top Demand Generation & B2B Experts to Follow

            • ** Chris Walker** (CEO of Passetto / formerly Refine Labs) - Known for popularizing modern B2B demand generation frameworks, dark social attribution, and shifting away from traditional gated-content lead gen on LinkedIn and podcasts.

          • ** Sangram Vajre** (Co-founder of Go-to-Market Partners / Terminus) - An expert in Account-Based Marketing (ABM) and GTM strategies that align sales and demand gen teams. Marketers You Should Know: 16 Brilliant Thinkers to Follow on LinkedIn

          • ** Dave Gerhardt** (Founder of DGMG) - Offers practical, no-nonsense advice on B2B marketing, community building, and copy-driven demand creation, primarily active on LinkedIn and via his private community.

          • Justin Rowe (Founder of Impactable) - Great for tactical B2B paid social execution, LinkedIn Ads strategies, and turning organic demand into targeted scale.

          • ** Peep Laja** (Founder of Wynter / CXL) - Exceptional for learning about B2B positioning, message testing, and the foundational buyer psychology required to make demand gen effective.

          If you'd like, I can also share:

            • The best podcasts and newsletters dedicated specifically to demand generation

          • A breakdown of core differences between demand gen and lead gen strategies

          Perplexity586 characters · October 18, 2026

          Follow Chris Walker for demand-generation strategy and growth marketing; he’s included among recommended demand-gen leaders. For a broader shortlist, Demandbase’s “30 Demand Generation & Growth Marketing Leaders to Follow” is a good starting point.(demandbase.com)(goldcast.io)

          Copilot logo Copilot2,480 characters · October 7, 2026

          Here are some of the most influential voices you should follow if you want to deepen your knowledge of demand generation and growth marketing:

          🌟 Demand Generation Specialists

          • Adam Holmgren – Head of Demand Generation at Rillion. Known for blending brand, data, and creativity to build scalable growth engines. He also founded Fibbler , a SaaS platform for LinkedIn Ads insights.

          • Alicia Hale – SVP of Growth Marketing at Demandbase. A two-time CMO with experience across UiPath, Productboard, and other SaaS companies. She’s recognized for building programs that drive measurable growth.

          • Allie Smith – Growth Marketing Lead at Sequel.io. Advocates for conversational content and bold brand personality in B2B marketing. 30 Demand Generation & Growth Marketing Leaders to Follow

          📈 Broader Digital Marketing & Growth Experts

          🧠 Conversion & Customer Research Experts

          • Adrienne Barnes – Founder of Best Buyer Persona, helps SaaS companies refine positioning and messaging through customer research.

          • Talia Wolf – Founder of GetUplift, teaches emotional targeting and conversion optimization - critical for demand gen funnels. Digital Marketing Experts: 10 Marketers to Follow in 2026

          ✅ Tip for you: If your focus is B2B SaaS demand generation, start with Adam Holmgren, Alicia Hale, and Amanda Natividad. If you want to expand into content-driven demand gen, Ross Simmonds and Ann Handley are excellent. For conversion and pipeline optimization, follow Talia Wolf and Adrienne Barnes.

          Would you like me to curate a shortlist of LinkedIn/Twitter handles so you can follow them directly?