Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience! In this episode they walk through how to refine your website conversion process, how to leverage the people involved on all sides, and use technology to streamline the customer experience. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our March Expert Session, Chris Walker was joined by Navattic’s Natalie Marcotullio to explore the nuanced strategies around leveraging influencers and advisors within marketing strategies. As a topical issue amidst the dynamic terrain of B2B marketing, particularly within LinkedIn circles, their conversation sheds light on the practical implementation and tangible benefits of such programs. Natalie explains the conception and execution of Navattic’s Advisor Program, and discusses the unique balance between strategic advisement and influencer advocacy, stressing the importance of aligning such programs with a company's ICP. She succinctly clarifies the program's structure that not only encompasses promotional endeavors but also heavily relies on strategies that guide the product's market trajectory. Further, she lays out their compensation structure and the significant role that direct revenue sharing, alongside monthly payments, plays in cultivating a robust, engaged advisory board. Key insights are revealed into the essential elements of nurturing these advisor relationships. This includes maintaining a manageable number of advisors, gauging direct business referrals, appreciating the value of these advisors' strategic insights as much as their promotional influence, and the critical need for multifaceted measurement to capture true ROI. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience! In this episode they define the inbound buying experience, talk about ways to optimize the process for your buyers, and cover core KPIs and measurement tools. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our February Expert Session, Chris Walker was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace.  Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The episode further explores metrics and KPIs vital in gaining executive alignment during marketing transformations, demonstrating the practical aspect of transitioning strategies without overwhelming the organization. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined this week by Ryan Olestro, Senior Performance Marketing Manager, to talk about Paid Search Audits. In this episode they talk about how to craft your headlines and images to stand out, how to effectively manage budget, and how to balance other programs to make the most of your paid search. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

For our first Expert Session of 2024, Chris Walker was joined by Exit Five’s Dave Gerhadt to talk about how Social and Community can help create demand. The conversation kicks off with an overview of how companies can leverage communities and influencer partnerships to diversify their marketing strategies beyond LinkedIn and Google paid budgets. This episode promises to arm listeners with unconventional yet practical tips to take their digital strategies to new heights. Chris and Dave explore the nuances of creating and nurturing owned company communities. They discuss the success metrics that truly matter and the distinctions between communities as stand-alone entities versus those adjunct to SaaS companies. The second part of the episode pivots to unpack the emerging roles of influencers, or key opinion leaders, in the B2B sector. They shed light on the symbiotic nature of these partnerships and the importance of authenticity and strategic alignment. Insights into LinkedIn's algorithm changes and content distribution strategies pepper the conversation, providing a grounded perspective for B2B marketers aiming to make their mark in an increasingly crowded digital space. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined this week by Ryan Olestro, Senior Performance Marketing Manager, to talk about Paid Search Audits. In this episode they talk about the results typically seen in an audit, what to do with those insights, and next steps to take to make sure your data stays clean and efficient. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Our host, Steph Crugnola, is joined this week by Ryan Olestro, Senior Performance Marketing Manager, to talk about Paid Search Audits. In this episode they talk about the foundations of a paid search audit, the steps of the process, and who should be involved. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠.

Megan Bowen joined Jennifer Mancusi, CEO of Growgetter, on the Marketing, Demystified podcast to explore the dynamics of adapting to change in marketing strategies for B2B SaaS companies. With the rapid evolution of business environments, Megan explains why traditional lead generation strategies might be holding companies back, and how shifting towards a demand generation approach can pave the way for sustained success. Jen and Megan delve into the core differences between lead gen and demand gen, and Megan shares her insightful analysis on how companies can navigate this transition. They discuss the importance of aligning marketing strategies with broader business goals and the necessity of having a data-backed business case to foster change.  See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all! In this episode they talk about editing and distribution - how can you communicate with your editing team (or learn the tools yourself!) to follow through with your initial goals and vision. Also, once you have a final episode and many short clips to repurpose, how do you get them to your audience? See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠.

At Skale’s 2024 Demand Conf, Megan Bowen hosted a presentation and Q&A onthe evolution of buyer behavior and the key pillars of modern demand generation strategy. Megan traces the transformation of buying processes over the last few decades, moving from the analog era of the 1990s to what she calls the "dark social era" of today. She provides a roadmap for B2B marketers to adapt their strategies, emphasizing the importance of aligning with how buyers conduct their research and make purchasing decisions in the current digital landscape. The episode breaks down the shift from traditional lead generation tactics to modern demand gen strategies, highlighting the importance of quality over quantity. Megan articulates how companies can optimize their marketing efforts by focusing on demand creation, capture, and conversion. Using a data-driven approach, she encourages marketers to adopt high-intent strategies and offers practical advice on setting budgets and prioritizing channels. Megan also discusses the significance of having clear and specific CTAs on websites and the role of personalized messaging in successful campaigns. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all! In this episode they talk about tech - how can you set up your space to capture the best video and audio quality for your experience level and budget? See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠.

On today’s episode of Stacking Growth, Megan Bowen hosts Max Maurier, VP of Growth Marketing at Trellix, to talk about alignment. The central theme is the evolving necessity for marketing alignment beyond the traditional sales focus, especially emphasizing financial alignment. Max brings a fresh perspective to the table, highlighting the importance of aligning marketing with finance to understand how they measure success, which can often differ from what sales wants. Max shares insights from his extensive career, revealing that true alignment is multifaceted and involves understanding current state models, goals, and definitions before suggesting changes. He emphasizes the critical nature of building a business case rooted in financial metrics to achieve buy-in across various organizational levels. This episode is a must-listen for B2B marketers looking to shift their alignment strategies to include financial goals and overcome common challenges related to data quality and cross-functional collaboration. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter

Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all! In this episode they talk about how to set constructive and purposeful goals for content and video strategy. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠.

On today’s episode of Stacking Growth, MJ Smith walks Matthew Sciannella through the detailed process of updating a company's strategic narrative. As the CMO at CoLab, MJ shares insights on how to reshape a company's narrative to keep up with changes in the market and internal innovations. Together with other leaders, MJ analyzed the reasons to re-work their strategic narrative, and in the episode she points out the step-by-step process they used to develop a narrative that both the sales team and top prospects could relate to. MJ made changes mainly because product design has become more complex, and teams have grown more specialized. She clarified how old systems harm enterprise workflows and showed the link between top-notch engineering and successful manufacturing. The updated narrative is a practical example of integrating leadership ideas with detailed feedback from customers, merging various points of view into a unified and effective message. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here. 

Our host, Steph Crugnola, is joined this week by our truly magical Lead Designer, Monica Beesting. In this episode they talk about giving feedback to get to the most collaborative final draft in an effective and positive way. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠.

In this week’s event, Chris discusses the intricate world of B2B marketing, sharing his latest insights on content creation, the contrasting objectives of revenue leadership & CFOs, and the transformative strategies for pipeline efficiency. With potent advice and real-world experiences, Chris unpicks the often-misunderstood dynamics between key business departments. The episode begins with a stark reminder of the difference between perceived and actual content performance on social networks. Chris candidly reflects on his own experiences with posts, challenging the common equating of ‘likes’ with success, especially within B2B content strategy. The conversation then transitions to dissect the misalignment between C-suite revenue leaders and CFOs, highlighting the critical need for mutual understanding to drive business success. If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can’t make the event but have a question for Chris? Submit it here. The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here.  Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

From RevOps Corner: In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Megan Bowen, CEO at Refine Labs – one of the top marketing agencies for B2B SaaS scale ups. You'll learn about: Hybrid marketing attribution (blending the attribution between software and self-reporting) Measuring the effectiveness of marketing all the way through to revenue And breaking it down by each channel within marketing that contributes to that revenue As well as the most common mistakes made in B2B SaaS marketing and how to fix them Refine Labs has some exciting content updates coming soon with their product, The Vault, where you can get access to everything you need to know to implement their strategies at your own company. Be sure to check it out!

Our host, Steph Crugnola, is joined this week by our truly magical Lead Designer, Monica Beesting. In this episode they talk about how to maintain brand identity while pushing boundaries, effectively entertaining your audience, and creating scroll stopping ads. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠ subscribing to our newsletter⁠⁠⁠.

Megan joined Justin Norris In a recent Revops FM episode to discuss her professional experiences and development. Megan talks about the difficulties and successes in growing an agency that has become a B2B marketing standard-bearer. She offers insights into the strategies that spurred their remarkable expansion. From RevOps FM:  Refine Labs has had a seismic impact on B2B marketing. Whether you agree with their philosophy or not, it's hard to deny its influence. They've set the agenda, defined the terms of the debate, and challenged many aspects of the status quo. Former CEO Chris Walker catapulted the agency to prominence with his LinkedIn thought leadership. But behind the scenes, there's also been an intricate operational odyssey to scale Refine Labs from scratch to nearly 100 employees. Today's guest, Megan Bowen, partnered with Chris from the beginning as COO before taking over as CEO in January of 2024. In this no-holds-barred episode, she shares an operational perspective on building Refine Labs, with candid stories and insights about scaling a service-based business, riding the hyper-growth rollercoaster, and weathering economic storms. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here.

Check out our new partnership with Aspireship⁠⁠⁠ Our host, Steph Crugnola, is joined this week by our truly magical Lead Designer, Monica Beesting. They talk about getting everyone on the same page when you begin to tackle designing (or re-designing) your company's creative strategy. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠ subscribing to our newsletter⁠⁠⁠.

Megan joined Chris DuBois on the Agency Forward Podcast to talk about how changing buyer behavior has affected and impacted agencies. Megan talks through the contradicting truths that people hold, how they know they should change their agency playbook with the evolution in buying behavior, but don’t follow through on changing their processes. She goes through the components that make a strong, stand out agency, and highlights the importance of highlighting your team’s experience as the product customers are getting. Megan gives tactical advice to CEOs on building a core strategy that works. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Peep Laja will be on Thursday May 16 at 12pm central. Register here. 

Megan joined Timy to chat about the facets of her life and career that led her to be the leader she is today. Their discussion encompasses Megan’s initial aspirations, followed by critical decisions that were instrumental in her success. Her story offers both motivation and practical advice for aspiring professionals. Megan elaborates on her significant life experiences, highlighting the distinct concepts of self-assurance and self-worth. Her professional trajectory is distinguished by notable accomplishments, especially in the areas of customer retention and relationship management. Megan engages in a nuanced exploration of leadership from a female vantage point. She offers striking observations on the prejudices and obstacles encountered by women in a professional setting, providing a frank examination of her progression through a challenging and noteworthy career. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Peep Laja will be on Thursday May 16 at 12pm central. Register here.

Check out our new partnership with Aspireship⁠⁠ Sidney Waterfall, SVP of Go-To-Market Strategy at Passetto, joins Steph Crugnola to talk about Attribution and Funnel Tracking. In this episode, Sidney goes into Hybrid Attribution - the do's and don'ts, and how to get leadership buy-in. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠ subscribing to our newsletter⁠⁠.

From The Social Pulse Podcast:  A statistic shared by Harvard Business Review suggested that within three years, only 50% of venture founders would still be leading their companies as CEO. And as the years go by, more and more founders transition to other roles and projects, leaving vacancies that must be filled. But stepping into the shoes of the company founder is a daunting task, to say the least. And while you’d think tapping an insider CEO - someone who potentially has been trained and groomed for years to take over, would be smooth sailing. In fact, their challenges are often of the same scope, if slightly different, than someone coming in from outside. What are some of those challenges, and what should agencies and executives preparing to transition be mindful of? That’s what Megan Bowen is here to help us with. Megan Bowen has spent 20 years working in B2B tech startups leading customer success, account management, sales, marketing and operations teams. Currently Megan is the CEO at Refine Labs, a Digital Marketing and Demand Generation Agency, after having worked there for years as the COO. Social Pulse Podcast host Mike Allton asked Megan Bowen about: ⭐ What it was like to become the CEO of an existing agency ⭐ Why such transitions can be challenging in any agency ⭐ How she overcame those challenges to become a successful agency CEO

⁠Check out our new partnership with Aspireship⁠ Sidney Waterfall, SVP of Go-To-Market Strategy at Passetto, joins Steph Crugnola to talk about Attribution and Funnel Tracking. In this episode, Sidney goes into Self Reported Attribution - why it's valuable and how it can be utilized most effectively. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠ Stay on top of all Refine Labs news and events by⁠ subscribing to our newsletter⁠. Refine Labs’ next Expert Session, featuring Chris Walker and Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. ⁠Register here⁠. 

In this episode of Paris Talks Marketing, host Paris dives into the world of SaaS marketing strategies with guest Megan Bowen, CEO of Refine Labs, a leading B2B demand generation agency that helps B2B companies transform their marketing strategies to generate revenue. Paris and Megan discuss the importance of balancing organic and paid content distribution, Megan's journey from account manager to CEO, and the evolution of Refine Labs under her leadership. The conversation covers key insights on B2B marketing, leveraging AI, and adapting to changing buying behaviors in the digital landscape. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. Refine Labs’ next Expert Session, featuring Chris Walker and Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here. 

Check out our new partnership with Aspireship Sidney Waterfall, SVP of Go-To-Market Strategy at Passetto, joins Steph Crugnola to talk about Attribution and Funnel Tracking. In this episode, Sidney covers the foundations of Attribution in a Demand Generation strategy, how the evolution of buyer behavior has affected the way we monitor attribution, and the mindset shift you need to make to set yourself up for success. See the video on our ⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠

Megan joined Tanner Green on the RevSpot podcast to detail her career journey. She discusses her background in sales and account management and her influence on the growth of various companies, and then explains how she transitioned into marketing with Refine Labs.  Along with her own, Megan shares Refine Labs’ journey from her partnership with Chris, the growth of the company, and the work that’s been done to streamline their tools, operations, and positioning. At the end, she answers Tanner’s rapid fire questions on must-have tools and tactical advice for listeners on their own career journeys.  See the video on our YouTube channelRefine Labs’ next Expert Session, featuring Chris Walker and Crissy and Charlie Saunders of CS2 Marketing, will be Wednesday April 24 at 12pm central. Register here.

Ashley Lewin, Senior Director of Demand Generation, joins Steph Crugnola to talk about Demand Gen Dashboards and KPIs. In this episode, Ashley tackles one of the hardest parts in the journey towards a Demand Gen strategy: convincing leadership to make the change. She talks about the breadcrumbs you should leave, the pitch you should put together, and the data you should collect. See the video on our ⁠⁠⁠⁠⁠⁠YouTube Channel⁠

Megan Bowen was invited to speak at the Full Funnel Summit to make the case for change and present what’s required for your business to win. She starts at the time of realization that your Customer Acquisition Costs become too unsustainable to continue with a current strategy, and lays out the path to transition from Lead Generation to Demand Generation.  Megan talks through the way the team at Refine Labs helps to shift mindset away from generating thousands of empty leads and MQLs which rarely convert to relative amounts of revenue into creating demand so when customers are ready to buy, they are empowered to choose and convert with your company. She suggests running a Split the Funnel Analysis for every single company every six to twelve months to show how the data mitigates some of the risk associated with making such a drastic change in strategy.  Through the rest of the presentation, Megan digs deeper into metrics, attribution, a case study, and more, and takes time at the end to answer audience questions

Refine Labs is excited to announce a strategic partnership with Aspireship, offering a robust learning program that teaches the core principles and practical applications of the Refine Labs B2B Marketing Strategy. Aspireship, known for its innovative approach to skill advancement, will be launching the B2B Marketing Intensive module, leveraging Refine Labs' library of Vault Intellectual Property. Megan and Corey sat down together on Refine Labs’ Stacking Growth podcast to discuss theories behind the resurgence of partnership-based go-to-market strategies, their intrinsic challenges, and how to follow a formula for success. The Revival of Partnership Strategies in B2B Marketing To cut through the volume of digital noise, companies are starting to gravitate back towards co-marketing strategies. This resurgence correlates with the search for strategies that drive word-of-mouth referrals which are, according to Megan, the most authentic form of marketing. Corey expands on this shift, indicating economic changes as a catalyst: "It's financially motivated...Capital became expensive...companies have to be a lot more efficient." By successfully leveraging partnerships, companies aim to scale without incurring heavy upfront costs and ensure a return on every invested dollar. However, the excitement around partnerships doesn't guarantee success. Megan sheds light on the operational reality where many eager attempts at partnerships lead to a dead-end due to lack of genuine referral exchange or substantial financial motivation.  They both agree that for partnerships to work, companies need to be strategic in campaigning for agreements that go above and beyond cross-posting on LinkedIn. The Three Pillars of Effective Partnership Formation Megan outlines three distinct requirements for successful partnerships: Enhance Customer Experience and Outcome At the core of any partnership should lie an improvement to the customer's experience or outcome that neither company could provide singly.  Financial Benefits for All Parties Partnerships must offer clear financial advantages to both companies involved and, importantly, the customer; these financial gains must be substantial enough to incentivize action from all parties. Justification of the Investment A partnership's worth hinges on the sustained investment of time and resources, so aligning the partnership with company priorities is crucial. When partners can see the potential for significant revenue and have authentic mutual buy-in, their dedication to the partnership's success naturally escalates.  As Corey’s enthusiasm for taking the Vault course himself attests, creating a partnership with shared excitement and belief in each other’s services can lead to profound implications, broadening market access while bolstering credibility and reach for both companies. “Everyone wants to be good at marketing”, Corey plainly states, and this partnership between Refine Labs and Aspireship will ensure access and opportunities for everyone to start or enhance their journey to be a good marketer. 

Ashley Lewin, Senior Director of Demand Generation, joins Steph Crugnola to talk about Demand Gen Dashboards and KPIs. In this episode, Ashley walks us through the Leading Indicators to measure when you're building a Demand Gen Dashboard. She encourages paying attention to qualitative insights like website traffic on high intent pages, tracking repeat engagement on content, and reinforcing marketing fundamentals to measure success. See the video on our ⁠⁠⁠⁠⁠YouTube Channel⁠

Megan joined Steven Schmidt on the Magnetic Podcast to discuss Megan's transition into her CEO title role and how personal branding affects identity in the corporate world. Megan shares her perspective on operational excellence, scaling services, and fostering innovation within the agency. With the resurgence of newsletters as a central theme, Megan provides insight into the value of long-form content and building an audience independent of social media platforms. As the dialogue progresses, Megan unpacks the strategic decisions that shaped Refine Labs’ focus, the importance of clarity in market messaging, and her own personal development goals. The episode reveals Megan's enthusiasm for scuba diving, offering a refreshing glimpse into her pursuits outside the company. Aligned with Steven’s focus on humanizing business leaders, Megan's story resonates with anyone aspiring to grow professionally without losing sight of personal aspirations and well-being.

Ashley Lewin, Senior Director of Demand Generation, joins Steph Crugnola to talk about Demand Gen Dashboards and KPIs. In this episode, Ashley walks us through the metrics needed to create an efficient and comprehensive Demand Gen Dashboard. She gives an overview of the monthly and quarterly metrics to keep an eye on, and how to keep all of that information organized. See the video on our ⁠⁠⁠⁠YouTube Channel⁠

Ashley Lewin, Senior Director of Demand Generation, joins Steph Crugnola to talk about Demand Gen Dashboards and KPIs. In this episode, Ashley talks through the philosophical standpoint of zooming out to look at Demand Gen as a holistic business outcome vs a highly segmented channel specific outcome. She also covers the differences between a traditional lead gen reporting and Refine Lab's unique approach See the video on our ⁠⁠⁠YouTube Channel⁠

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In this episode, Evan talks through the Refine Labs Paid Media Strategy, and how it uses Create, Capture, and Convert Demand to make a smooth transition. He also discusses budgeting and how to implement the change in real time. See the video on our ⁠⁠YouTube Channel⁠

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In this third episode, he covers results he has observed in companies that make the shift from Lead to Demand Gen and the fasibility of a mixed approach. See the video on our YouTube Channel

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In the second episode, Evan talks about the way the buyer journey has evolved into a more independent process, and defines Dark Social. See the video on our ⁠YouTube channel

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In this first episode, he covers Demand Generation as it's defined right now, including Create, Capture, and Convert Demand. See the video on our YouTube channel

We're kicking things off in Season 3 with a brand deep dive featuring our Chief Growth Officer, Cassidy Shield, and CMO of Zappi, Yvonne O'Brien. Key questions to ask yourself: Do your prospects have an emotional connection to your brand, and how do you build that connection in a space with huge competitors? A few more topics include brand activation, foundation, how to consistently test & learn, and what you can translate from B2C to B2B. Take a listen and make your brand more valuable and distinctive after absorbing this marque episode.

Welcome back! Cassidy, Carl, and the rest of the Refine Labs crew have returned for Season 3 of Stacking Growth. This "State of the Union" episode features Cassidy Shield, Chief Growth Officer, and Carl Ferreira, Director of Sales, setting the table for whats to come this season. Brand, creative, differentiation in B2B, coaching, alignment are just a handful of the topics we'll chop up for this third season. We're excited to be back and hope you are, too!

There’s no better way to start the year than by setting intentions and resolutions for the year ahead. Most people do this in their personal lives, but we find it pretty affirming for work as well. Today, we’re excited to chat through just a few of the actionable things you can do to refocus and reset priorities for the year ahead.

Companies today don’t have a process for executing research and development (R&D) within their revenue system. There’s a lack of structure and internal common ground between teams on defining and understanding what programs are working for new business acquisition. It results in chaos. Today we’re going to chat through 3 things you can start working on today, to make a meaningful impact on structuring your revenue programs to nail your 2023 goals.

Cassidy has gone on record stating that marketing-sales alignment is largely a marketing problem. However, let's not drop all the blame on marketing. In this episode, Cassidy and Carl go over 5 ways sales leaders can demonstrate leadership in aligning marketing with sales. 1 - Quality over quantity If the leads "suck" - it's as much on sales as marketing. Stop insisting on lead volume when the leads don't convert to pipeline and revenue. Instead, empower marketing to focus on high-quality leads. 2 - Encourage building awareness It's not news to anyone that it's easier to sell when prospects know who you are and what you stand for as a company. The best sellers I know are huge advocates for building awareness and are pushing marketing to be more innovative.  3 - Invite marketing into the sales process There is no better place to learn about what works/doesn't work than in the sales process. Explain the sales process and how deals are done. Get your marketing team licenses to your call recording software. Invite product marketing to sales calls. Take time to structure your learnings so they are actionable. 4 - Align outbound sales with inbound marketing There is a good chance that your outbound sales efforts are fishing in the same pond as your marketing efforts. Therefore, spend time sharing learnings and aligning campaign efforts, so the positioning and messaging are consistent with prospects. 5 - Lead by example & don't let sales off the hook Leaders don't make excuses. If marketing isn't carrying its weight, get in the game and help. If your sales team isn't following through, take your team to task. When you show that your goal is the company's success and not the success of one organization over another, you are a leader others will respect.   Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

"How in the world are you getting rockin' and rollin' building a new category here?"  Carl Ferreira doesn't waste any time kicking off this conversation with Jenn Davis, Co-Founder and Head of Marketing at Gradient Works. Jenn has been instrumental in designing and building the Dynamic Books category, a new way to handle sales territories. In this episode, Jenn takes Carl and Cassidy through: - Identifying when/if a new category is needed - Doing research to get "message-market-fit" prior to building out a product - Creating a strategic narrative around that new category and building it out - and much more.

"What would the first 90 days look like if you were tasked with implementing a demand gen and content strategy in an effort to move beyond the traditional lead gen approach?" So you want to move beyond traditional lead generation and start creating demand in 2023…But you don’t know how to kick off those efforts? The first 90 days are critical because if you’re not able to show some early signs of success, there’s a good chance your program will get axed before it ever has a chance to get going. In this episode, Sidney and Sam talk about the 3-step process they recommend to companies that are switching from lead gen to demand gen for the first time. The three steps they go over include: 1. Knowing your historical data 2. Laying out a foundation 3. Building a content engine to support the framework Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

It’s that time of year when 2023 planning is in full swing and part of planning for a successful start to the next year is doing a Revenue Performance Analysis. But first, what is an RPA? Simply put, a Revenue Performance Analysis allows you to identify and amplify key sources of HIRO pipeline and revenue. We’ve become experts at these analyses and have identified the top four mistakes teams make when executing them independently and that’s exactly what we’re going to go through today. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Trying to market to multiple ICPs can be a huge mistake for many companies, especially those on a budget. When you try to be everything to everyone, you water down your message across the board and confuse the audience. That’s why niching down with your ICP is so important. In this episode, Tory and Allison talk about a new framework to decide which ICP you should niche down on first. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

On this episode of Stack Growth, our very own Tory Kindlick  and Victoria Sakal were joined by two of our friends from Centerline Digital (Greg Harbinson, Creative Director & Fabian Marquex, Creative Director), to discuss 5 Trends to Improve Brand Engagement: How to Create Authentic Content How to Deliver Account-Based Experiences Leveraging Third-Party Experts How to Drive Better Brand Awareness Exploring the Metaverse Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

The way we carve up sales territories has been around for over a century, an arbitrary geographic location. But the way we sell has changed drastically, especially in the last decade. So why in today’s age of selling are leaders still splitting up territories this way? And is there a better way? We asked Hayes Davis, Co-Founder and CEO at Gradient Works, and he says there is. In fact, he’s so convinced there is, he and Co-Founder Jenn Davis built an automation platform that increases rep attainment by helping new business sales teams transition from underperforming territory models to dynamic book management. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

We've all been trained to create once and distribute forever. But is that really the best way to create content? Each platform is different, meaning that for your content to be as effective as it can be, you need to optimize each piece of content being put out for the channel it's intended for. In this episode, Tory and Matt talked to Sam Balter, Director of Media Content at Zoominfo and he shares key insights about some of the trends that he and his team are seeing around content. He also talks about his strategy for creating content specifically for each channel and how that affects how you need to think about your distribution strategy. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

“Facts Tell. Stories Sell” - Tory Kindlick You need to find a way to tell a story that your audience can resonate with. Stories are memorable and raw data is not. That’s why it is so important to be able to craft a narrative through the data you are presenting. So what do good stories contain and how can you incorporate those elements into your data storytelling? A good story starts with a hook A good story has an arc A good story evokes emotion But how do you incorporate these things into B2B reporting? In this episode Tory and Allison take you through the steps you can take in your own reporting to tell a compelling story that elicits action. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

In this episode, we dive deep into some of the most common questions we see on paid media. Sam Kuehnle talks with some of our expert performance marketing managers here at Refine Labs including Bob Kahns, Ryan Olestro, and Kyle Taylor to address: Optimizing for down funnel performance vs conversions Should we be investing in branded search? Should you be following Google Recommendations? How much should you focus on quality score? Should you be running competitor campaigns? Prioritizing campaigns with limited budget The difference between Google Analytics audiences and Google Ads Audiences And more…

In this episode, our panel of DDGs and PMMs includes Matt Willbanks, Matthew Sciannella, Jonathan Unger, and Bob Kahns. We took questions from the audience which included:  - How would you create demand for a new category as a marketing team of one? - If starting from scratch, what's the recommended strategy for LinkedIn Ads? - How do you make the jump from performance marketing to demand gen? - and more! Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Most marketing teams know that building a successful podcast involves more than just building an audience: that podcast and the audience it serves need to, eventually, contribute to actual revenue dollars. But a lot of podcasters fall into the trap where they get wrapped up in vanity metrics or don't have a mapped-out strategy to turn a podcast into a revenue-driving marketing tool. In this episode Tory and Matt welcome Lindsay Tjepkema, Co-Founder and CEO of Casted. They discuss the 5 stages of building a revenue-driving podcast with what Lindsay calls The Amplified Marketing Maturity Curve. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

You know the situation: Q4 hits. You're under paced to goal because everyone likes to forecast up and to the right, so Q4 has some pretty steep goals. The only problem is, Q4 is also the shortest quarter of the year; holidays, people using PTO, everyone is burned out, and a general slowdown in spending. So the question begs to be answered, "what can I do to achieve those hefty goals?"  In this episode, Ashley and Evan talk about the levers you can pull and the tactics they use with clients to ensure the best possible outcomes from your marketing efforts in Q4 (and how to make sure you're not sandbagging future gains for short-term wins). Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

In this episode, Carl and Cassidy are talking to Jessica Watts, Co-Founder at Mud City about everything outbound. Some of the topics they cover include: - Destigmatizing Outbound Sales - List Building - Value Props and Messaging - Commonalities Between Sales and Marketing - And More... Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Launching a successful demand gen program is something that a lot of marketing leaders strive for. But it's easier said than done. Common hurdles include: - Crafting a compelling point of view - Outlining a strategy - Getting buy-in from the C-Suite - Executing on both paid media spend and organic channels - And more... These are all the things that Grant Duncan has done successfully in his time as VP of marketing at Zingtree. In this episode, he talks with Sam and Sidney to discuss exactly how he did that. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Marketing and Customer Success are frequently viewed as separate parts of the organization. Marketing is typically categorized as a pre-sales role, while customer success is generally viewed as a post-sales function. Sure, there are the occasional asks where marketing needs a customer testimonial or case study, but those are not typically high priorities from either side. But what if that changed? What if marketing and customer success worked together to craft better stories that answered customer questions, decreased churn, and increased upsets and cross-sells? In this episode, Tory and Matt welcome Madelyn DePrey, Head Of Customer Success at Aircall to talk about why marketing/customer success alignment is so important. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Listening to customers to continuously improve your product is key for any company. But it's a step that many new SaaS founders skip in the initial stages of their go-to-market. Often, a founder will discover a gap in the market and go straight into building the product. In this episode, Sidney talks to Dave Rigotti, Co-founder, and CEO at Inflection.io. Dave has put on a masterclass in using extensive customer research to build the product. In addition to conducting hundreds of customer interviews, Dave dives into how they use community to continuously innovate and ensure the product is built 100% to customer needs. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Pipeline Velocity is an often confused, misunderstood metric. Every time we bring it up we get several questions. That's why we wanted to dedicate an episode of Stacking Growth Live entirely to the subject and: - How to Calculate Pipeline Velocity - How to visualize that data - Why it's important - When to use it - And more This was a live presentation that included slides. If you'd like to see those slides, you can view them here. You can also watch the full presentation with the slide deck on YouTube, here.

The Stacking Growth Podcast aims to answer real questions that our audience is having trouble with. That's why we took a poll of our LinkedIn audience to see what problems they were facing coming into Q4. One of the recurring questions that we saw come up had to do with how to create an ICP (Ideal Customer Profile). What's is the right way to do it? Is there a wrong way? How can we go deeper than target firmographics and job titles? These are all questions that Tory and Allison are answering in today's episode. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

If you've been following Refine Labs for any period of time, you know we like to categorize demand into two main buckets, capturing and creating. But there is a third bucket that we don't talk about quite as much called damming demand. In a nutshell, damming demand is taking existing demand for a product or category and redirecting it over to yours. In this episode, Tory and Garret talk about what damming demand is, when it should be used, and how you can effectively start a program to do it. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

If you scroll through LinkedIn for a few days you would think that everyone is running demand gen and lead gen is a thing of the past—it's not. We've talked to several hundred companies this year and 99% are still running lead gen. An entire generation of marketers believes that an email address is the most important thing you can get from your audience. It’s why we see gated ebooks and reports as the primary content source for entire companies. But why are so many companies still doing this? It's not an effective go-to-market strategy and sales teams can get the same leads (and more) cheaper using tools like Zoominfo and Cognism. The end goal of marketing is to drive high-quality hand raisers that WANT to talk to sales. And that is exactly what Carl and Cassidy are going to talk about in this episode. In fact, as the title alludes to, Carl is putting his money where his mouth is if you can prove (with data) that you're running a profitable lead gen strategy that wouldn't be better served being allocated elsewhere. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

You pitched leadership, finally got buy-in, and just launched your program; now what? It's inevitable that you get questioned on the effectiveness of your new strategy early on, but creating demand takes time. So what are some early metrics and KPIs that you can report on to show leadership that it's working? In this episode, Ashley and Evan go through some of the early metrics that they report on with clients to do just that. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

We get a lot of questions from customers and community members this time of year on how to finish the year off strong and plan to have a successful Q1. "What are some of the biggest mistakes you see marketing teams make as the fiscal year wraps up?" "Are there any frameworks you use to build a marketing plan?" "Where are you allocating your budget moving into 2023 and where do you think the biggest dividends will be paid in the year ahead?" Q3 is coming to an end, and as you approach Q4 planning season, these are all important answers that need to be answered. Luckily, we have a little experience helping companies finish off the year strong and planning for 2023, and that's what we're doing in this episode. In addition to these questions, we also took live questions from the audience about 2023 planning, lessons learned in 2022, and more.

On today's Stacking Growth, Refine Labs' very own Sam Kuehnle and Sidney Waterfall breakdown an intriguing question sent in by a listener: "How do you deal with the paradox of wanting immediate results but needing to preach patience to your executive team?" From setting expectations to finding the right customer insights... believe it or not, good marketing takes time. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

At this point you all know our stance on talking to customers and extracting insights through those conversations. But some of the common questions we still get all the time are:  "what is the best way to conduct a customer interview?"  "What questions should I ask?" "How do I take insights gleaned from a customer interview and inject them into my marketing strategy?" In this episode, Tory and Matt talk with Michael Ashford, Director of Marketing at The Receptionist, about how they were able to achieve exponential growth without an outbound sales team by creating a demand strategy around the insights they learned from talking with customers regularly. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

It's that time of year—leaves are changing, football is back, and it's time for ANNUAL PLANNING! It's time to look back at the previous year, figure out what's been working and start to think about the campaigns and revenue targets for 2023. In this episode, Tory and Allison go through the framework they use with clients for year-end demand planning. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Events in the past were all about getting a booth, flying in all your salespeople, scanning badges, and having conversations on the show floor. But that’s not how the best marketing teams are approaching event strategy anymore. The best strategies involve building relationships, creating content, and leaving a lasting impression. So how do you do that through your event strategy in 2022 and beyond? In this episode, Sam and Sidney dive into just that. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

One of the most informative things you can do as a demand gen marketer is do a win/loss analysis. A win/loss analysis can do many things including validating messaging, help refine your ICP, inform your content strategy, and more. Some teams are already looking into why deals are lost, but it’s rare to see companies analyzing and comparing the reasons you won deals. Looking into both of these items are key to unlocking key insights to power a successful go-to-market strategy. In this episode, Tory welcomes Director of Demand Gen, Matthew Sciannella to talk about the incredible insights he is uncovering by doing this analysis. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

When asked about marketing innovation teams are quick to reference customer insights, category creation, and creating demand. And these are all very important things (that we preach at Refine Labs often). But there's one thing that is often overlooked and is a critical part of making all of these other strategies successful—Creative! Without an innovative creative strategy to deliver the message of your newly found customer insights or new category, you're shooting yourself in the foot. But what do we mean by "innovative creative"?  In this episode, Triana, Devon, and Brianna of the Refine Labs creative team talk about how they define innovative creative and how they go about executing it for clients. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Imagine being part of a sales-led organization where the SALES team is asking marketing to stop running lead gen and start creating demand. It's a role reversal that we don't often hear, but it's the exact situation that an audience member came to us with. "What steps can I take to get my marketing team to stop running gated lead gen and start creating real demand for our brand?" In this episode, Sidney and Sam tackle that exact question. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

An economic downturn can bring a lot of difficulties for a marketing team. Decreased media spend and decreased budget for tech from customers both lead to lower overall demand in the marketplace. When demand is lower, marketing teams have to focus on the levers they can influence, independent of those variables. In this episode, Sam and Sidney talk about the 4 levers that every marketer can pull to help better capture the demand in the market.

Many companies that run an enterprise, sales-led motion are now using some form of product-led growth to move down market. This poses a lot of problems for some demand-gen marketers, as it requires a different approach in both strategy and tactics to be successful. In this episode, Allison and Tory dive into the framework that we've been implementing with clients facing this here at Refine Labs. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

In the second part of our series on variable comp vs salary for salespeople Carl and Cassidy are taking questions from LinkedIn. Variable comp vs salary is a heated topic and salespeople had a lot of really good questions including: How to you test salary if you’re already using 50/50 comp? How does it affect the buyer experience? How do you measure performance? Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Relying on people to click your ad's CTA is destroying its effectiveness. Providing the full value in the feed will win out every time and we're here to prove that to you. Curious how you can do the same internally? People don't want to leave the platform they're already engaged with. 99% of the time, even if someone is engaged with your ad, they're not clicking. So if your strategy is to use your social content to drive ebook downloads, blog traffic, email signups, or anything else that isn't native to the channel you're posting on, you are playing a losing game. Amanda Natividad calls this "Zero Click Content" and she joined Tory Kindlick and Sidney Waterfall to talk about why delivering your message in the feed is so important, the tactics you can use to create effective content that doesn't require a "click", and how to measure marketing's impact.

Sales almost always work on a base salary + commission or 100% commission. Most companies don't offer salespeople guaranteed salaries for many reasons. But the question is why? There's no other function in the business that is paid the same way sales are. Some companies will say that they can't attract top talent without the ability to crush quota and earn uncapped commission. In this episode, Cassidy and Carl dive into this, as well as several other myths around the topic, and break them down. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Does paid media influence how well a company’s marketing performs? It's a question that most marketers can relate to, but one that nobody is willing to test, because turning off paid media to see isn't an option. Well, in this episode we did just that—we tested the impact of paid marketing's correlation with organic marketing. Join Sam Kuehle and Ashley Lewin as they break down the test and results that may surprise you. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

As marketers, it's very common to become overwhelmed with data. It's important to use data to tell a story, but when doing that, you have to know which pieces to use and what is just noise. In this episode, Ashley Lewin and Evan Hughes talk about how to choose the right data to tell your story, how to structure your data story, and avoid overwhelming your audience when presenting that data. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

In this episode our General Manager, Sidney Waterfall, dishes out the best ways to create demand for your target accounts. She goes over Demand 101, Reach, and Tactics as a basic strategy to get your demand creation flowing and demand capture going. Keep an eye out for more Stacking Growth Live in the near future. 

Whether you want benchmark data or you're trying to convince your leadership that you need to be investing more time and resources into demand creation, this Stacking Growth Live is for you. We analyzed pipeline source data from six B2B SaaS companies running the Refine Labs demand playbook. We looked at: - Pipe conversions (declared intent website conversions) - Enterprise Outbound/”ABX”/Engaged Accounts - Lead Gen - Partner - Events/Field The results are astounding. In almost every case Pipe conversions significantly outperform every other pipeline source in win rate %, sales cycle length, number of opps, and pipeline velocity. But we didn't cherry-pick the best of the best just to prove a point. We also show some examples where Pipe conversions were not the top performer and dive into why that is the case. This new data paints a very clear picture of why you need to be creating demand as part of your go-to-market strategy. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

You're a marketer who is totally bought into creating demand. You presented to your leadership and they agree and you're now just getting started on your demand gen journey. The common question that comes up is, "when can we expect to start seeing results?"  In this episode, Allison and Tory dive into that question exactly, but they go even further. They will touch on expectation setting to make sure your program doesn't get cut off before it ever has a chance to work and early indicators that tell you that you're making progress towards your end goal. Subscribe to our Bi-Weekly Stacking Growth Live HERE.

This episode is summed up with a simple question: What is marketing at your org trying to accomplish and what is necessary from a tech stack perspective to simplify and make that process as efficient and effective as possible? Marketing is not the promotion department, or at least it isn't in companies doing marketing correctly. Good marketing should be aligned with business metrics, so in essence, good marketing is good business. In this episode, Cassidy talks with Darrell Alfonso, Marketing Operations at Amazon and Author of “The Martech Handbook”.

Over the past few years, B2B SaaS marketing teams have embraced the fact that they need to invest more in demand creation functions. In order to do that, budget has to be taken from current demand capture spend. The question is, what deserves to stay and what should be reallocated to demand creation? In this episode, Tory Kindlick talks with Sam Kuehle about the formula he has used to determine just that: what demand capture budget should stay and what should go. Download the template from this episode here.

On last week's Stacking Growth Live, we covered a timely topic - how to shift your marketing strategy to match what's happening in the market. It's clear we are headed into a recession. Budgets are being slashed and therefore, there isn't as much demand to capture. In last week's event, we talked through manufacturing demand, customer insights and marketing's role in the shift, and budget & team management in a downturn. 

We have an exciting update for Marking Movement listeners. Starting next week, we'll be transforming into Stacking Growth: The B2B Go-To-Market podcast. It’s not enough to start a category or even a community. You need to start a movement. Hosted by Refine Labs, our mission with the Stacking Growth podcast is to help you create an unfair competitive advantage by breaking down how B2B companies dominate categories and unlock growth through a go-to-market strategy built for the way customers buy today. Together, we will build your brand, grow your business, delight your customers, and crush your competition.

On this episode of The Marketing Movement, Refine Labs' Director of Demand Gen Silvia Valencia sits down with Kristy Sadler, CRO of Synapse to talk all things alignment. Even though sales and marketing "alignment" has become a nebulous term, our hosts break down which activities each should own, and what's the best way to simplify that process to waste less time and increase efficiency.

The job market is hot, but not as hot as this episode breaking down what it's like to try to hire the best Demand Gen talent. Our VP's of Demand, Tory and Evan, go through their 3-step interview process and give actionable tips to crush it. There's more than just your resume; soft skills and intangibles will put you over the top for that Director job you want. Come listen and find out what "figure-it-out-ability" is.

On this episode of the Marketing Movement, our talented trio of creatives (Maria, Courtney, and Devon) guide is ways to augment the client/customer relationship through actionable, beneficial, and constructive feedback. No longer will you have to deal with vague terms like "make it pop!" or "could this be more dynamic?". Listen up and make your feedback sessions more positive and productive!

We are back for PART TWO of our self-reported attribution breakdown. Ashley (Director of Demand Gen), Silvia (Director of Demand Gen), Tory (VP of Demand), and Dan (Performance Marketing Manager) are back with a vengeance. They came back for two things: to uncover actionable insights that will fuel your future growth and to chew bubble gum... and they're all out of bubble gum. 

In Part One of this series, a star-studded cast of demand gen experts dissect what makes a great attribution strategy. Ashley (Director of Demand Gen), Silvia (Director of Demand Gen), Tory (VP of Demand), and Dan (Performance Marketing Manager) discuss how to find that memorable moment that potentially moved your prospect into the process of becoming a customer. It's not a fix-it-all button, but it can augment your data with qualitative insights. Keep an eye out for Part Two coming soon!

Jessica Williams (VP of People), Jordan Anderson (People Operations Manager) and Hope Wood (People Operations Coordinator) from our People team hosted an episode all about whether Unlimited PTO is a sham or a value add. They discussed how leadership strongly influences whether or not unlimited PTO is successful, and individual experiences that shed light on when it does and does not make sense in an organization.

Jessica Williams (VP of People) and Rebecca Hart (Talent Advisor) hosted another episode of The Marketing Movement to talk about transitioning from a traditional workforce to a distributed workforce, like we have here at Refine Labs. They cover the difference between remote and fully distributed, pros and cons, and how we approach team building and employee morale as a fully distributed workforce.

The role of the SDR has been unchanged for years—using cold outreach to book meetings with account executives. And for years we’ve associated the role with annoying cold calls, invasive emails, and pitch slap DMs disguised as genuine connection requests. But with native digital, Gen Z’ers now entering the workforce there’s an opportunity for companies to leverage SDRs in a whole new way. In this episode Todd Clouser, Senior Brand Marketer at Refine Labs, and Mateo Elvira, Founder at Elvira Media, discuss how the SDR role is evolving into a content creation role to build brand affinity.

Welcome back to another episode of the Marketing Movement where our very own Sidney Waterfall, VP of Demand at Refine Labs, chops it up with Hana Jacover, Chief Hype Officer at Hype House Consulting, to talk all things in the life of a "lead". You can save your team time and headaches by tuning up your lead life cycle process. From prospect to customer, lead management is more than just attribution and passing them off to sales. 

Angelica Taylor (Sr. Manager, Brand Marketing @ Refine Labs) hosted a short solo episode on why and how you should be repurposing your content. Too often, marketers create one amazing piece of content and leave it at that. There is so much more juice you can get out of each piece of content.

Sam Kuehnle (VP of Demand Gen, Refine Labs) had an impromptu conversation with Casey Graham (CEO, Gravy) that was focused solely on marketing recruiting and career growth. Sam and Casey spent 20 minutes breaking down the differentiators between the roles and responsibilities of Directors and VPs of Marketing, how marketers who are embracing the power shift from seller to buyer are in the most demand by hiring managers, and modern recruitment strategies to attract the best marketing talent. This episode provides value for marketers who are looking to attract the top talent to their team, as well as marketers who want to put their best foot forward in their job search. Interested in joining our team at Refine Labs? Check out our open roles here.