The Marketing Movement | Ignite Your B2B Growth

From GTM Live:This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.They break down what's really going wrong: not too much paid media, but too much spend on a strategy that doesn't convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.You'll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separates newer, agile companies from legacy players still running outdated GTM playbooks.Megan shares insights from working with dozens of growth-stage companies and how leadership mindset, speed of iteration, and willingness to challenge old assumptions can make or break your demand strategy.If you've been trying to defend paid spend, or wondering why results are flat despite doing “all the right things”, this episode is for you.Key topics in this episode:Why paid media often fails to convert to pipeline or revenueThe difference between new-school and old-school GTM teamsWhy optimizing for MQLs leads to the wrong outcomesHow to rethink measurement for real demand captureWhat high-performing growth teams do differentlyThis episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠⁠passetto.com⁠⁠.

Megan Bowen and Matt Sciannella from Refine Labs, team up with Wynter's Peep Laja to discuss the importance of brand in B2B Marketing. They explore the nuances of brand visibility, drawing on their extensive experiences to highlight how foundational brand awareness has become in competitive markets. Exploring the intricate balance between brand and demand generation, the discussion underscores why brand perception and awareness can no longer be sidelined in favor of immediate revenue-driven tactics.They share actionable insights on overcoming common pitfalls associated with B2B brand marketing, from misconceptions about ROI to the undervaluation of sustained marketing efforts. Matt emphasizes the importance of setting the right expectations with leadership teams about brand-building timelines, while Peep advocates for consistent messaging and memorable brand experiences. They unpack strategies to measure brand success effectively, bridging the gap between qualitative insights and quantitative data, and underscore the fact that modern businesses must invest in their brand story to achieve meaningful, long-term market penetrationEpisode topics: #marketing, #leadgen, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Matt SciannellaPeep LajaConnect with the host:Megan Bowen

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignmentJason Theroux is on today to hammer home the crucial message to sales and marketing teams across the world: stop fighting for credit and start working together to support your organization holilstically. The conversation navigates through Jason's career path from sales roles to a significant marketing position, revealing critical insights into bridging the gap between sales and marketing teams. His experiences underscore the importance of collaboration over competition, highlighting strategies to align both functions for holistic business success.With over a decade of experience under his belt, Jason shares practical advice on fostering a unified marketing and sales team. Key themes from this episode include using technology to facilitate clear communication, implementing shared goals, and advocating for transparency and trust within teams. Jason underscores the role of leadership in establishing these cohesive practices, emphasizing that sales and marketing alignment can significantly enhance revenue generation and customer trust. Listeners gain insights into the potential changes in the marketing landscape, especially with emerging technologies such as AI, and how understanding these dynamics can better prepare teams for future challenges.______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Jason TherouxConnect with the hosts:Evan HughesSteph Crugnola

#marketingtips #brand #demand #expand #marketing #b2bgrowth Welcome to a weekly check-in where I (⁠⁠⁠⁠⁠Steph Crugnola⁠⁠⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive back into Brand, Demand, Expand!Pipeline shouldn't be the only measurement tool you're using, each pillar of Brand, Demand, and Expand need to have their own detailed metrics. In this video newsletter companion, we break down what those measurement tools should be.

Evan Hughes and Ciara Hopkins host Libby Schell to discuss the 2025 playbook for Paid Social and LinkedIn ads. They explore the robust targeting capabilities of LinkedIn, revealing how businesses can harness this platform to maximize brand awareness and demand generation, but also advise against common missteps when approaching this expensive platform.Ensuring effective B2B marketing involves understanding and leveraging LinkedIn as a powerful tool for precise targeting and audience engagement. The discussion covers essential strategies like audience segmentation through job titles and functions, optimizing campaign objectives for different outcomes, and the impact of localization on ad performance. Libby shares her decade-long expertise in platform evolution, advising on the merits of Reach vs. Engagement campaigns, and emphasizing the importance of dynamic UTM parameters for measuring success.As the conversation unfolds, Evan, Ciara, and Libby shed light on using advanced LinkedIn features like revenue attribution reporting and the company engagement tab. They dig into optimizing advertising spend and understanding the critical metrics that matter most for campaign success. Dive into this illuminating session to grasp comprehensive, actionable insights that can transform your approach to LinkedIn advertising.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsLibby SchellConnect with the hosts:Evan HughesMegan Bowen

#marketingtips #brand #demand #expand #marketing #b2bWelcome to a weekly check-in where I (⁠⁠⁠⁠⁠Steph Crugnola⁠⁠⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive into Community and In Person Connection!

Refine Labs' General Manager Judy Sheriff is on today to walk through how and why you should implement Refine Labs' modern, tangible success metrics for your marketing team. Judy Sheriff shares her career story, starting with her entry into marketing in 2010, highlighting experiences with companies relying heavily on traditional metrics such as MQLs, and her eventual discovery of modern demand generation strategies. The conversation moves then into the critical juncture when she realized the necessity for change and her subsequent contributions at Refine Labs in guiding companies toward a comprehensive understanding of influence over direct tracking. Essential SEO keywords such as "B2B SaaS," "marketing measurement framework," and "demand generation" are explored throughout the episode.The episode also spotlights the impact of tools and strategies that have helped Judy develop successful frameworks in marketing. With Evan, they discuss the importance of simplifying dashboards and streamlining data processes for accurate measurement. Judy emphasizes the significance of aligning with sales and finance to drive effective change and discusses the potential over-reliance on AI in marketing. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Judy SheriffConnect with the hosts:Evan HughesSteph Crugnola

#marketingtips #brand #demand #expand #marketing #b2bWelcome to a weekly check-in where I (⁠⁠⁠⁠⁠Steph Crugnola⁠⁠⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive into Brand, Demand, Expand!

From LevelUp Business: Megan Bowen, CEO of Refine Labs, joins JR Lay to break down how forward-thinking B2B brands can embrace change through adaptability, strategic reflection, and an evolved demand gen model. From redefining brand, demand, and expansion strategies to building internal change management discipline, this conversation offers a path forward to those ready to level up.

Last year we launched Maxwell: our "DemandGPT" chatbot in The Vault, but now we're unlocking the gate and letting him loose.  Head over to our website, fire off up to 10 questions, and get instant, free access to thousands of pages of expert content in seconds. It's super simple:➡️ Go to refinelabs.com➡️ Look for the blue chat icon in the bottom right corner➡️ Type your question and let Maxwell do the rest Whether you're troubleshooting, brainstorming, or looking for fresh ideas, The Vault is packed with actionable insights that can help you build and optimize your modern B2B marketing strategy. Head on over and let us know what Maxwell digs up for you!Last week's Paid Search B2B Roundtable is on YouTube and Spotify now!Ready for more insights from the team? Monday, May 19 at 12pm EST, Libby Schell is joining the Exec Team to walk through the LinkedIn Paid Social PlaybookRegister here. This week we wanted to feature Rayna van Beuzekom, Content & Creative Lead at Commsor, who recently completed a 48 hour networking marathon of almost 50 (!!) back to back calls. On every call they asked "what advice would you give to your younger self?" and created a  gem-filled montage of answers.  Check it out here, and let us know: if you had to give advice to your younger self, what would it be?  PS: Can you spot the Refine Labs face in the montage 

Megan Bowen and Evan Hughes host Ciara Hopkins and Dale Harper to discuss the 2025 playbook for Paid Search ads.The discussion starts by centering on the current state of paid search in 2025, focusing on it as an intent channel or demand capture channel. Megan emphasizes the need for B2B companies to adopt an optimal budget allocation strategy that leans more towards capturing high-intent demand rather than spreading thin over broad, low-intent keyword terms. Megan warns against overspending on Google Search and stresses the significance of efficiently using search budgets as part of a diversified channel strategy.Sharing slides from the Vault playbook, Ciara and Dale dig into strategies to maximize the effectiveness of Google Ads while minimizing waste. The discussion delves into the importance of structuring ad groups by themes for efficient insights and underscores the necessity of reassessing keywords to eliminate unproductive spending. Also highlighting emerging trends, this conversation provides tactical advice on leveraging conversion tracking, optimizing bidding methods, and refining ad copy to align with user intent and improve ROI. The experts also tackle nuanced topics such as the impact of competitor bidding and the evolving SERP landscape due to AI.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsDale HarperConnect with the hosts:Evan HughesMegan Bowen

Welcome to a weekly check-in where I (⁠⁠⁠⁠Steph Crugnola⁠⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week we describe (and show in real time) a 3 step short form video strategy to dip your toes into the content pool!

Erik Jacobson, CEO of Hatch, joins Evan and Steph to talk about building an effective video first content strategy. As a pioneer in video-first content strategies, Erik shares his insights on the evolving landscape of B2B marketing, emphasizing the importance of adapting to changing consumer behaviors. He brings over a decade worth of actionable strategies for businesses looking to harness the power of video to enhance audience engagement and drive growth.Erik highlights the shift from audio-centric podcasts to video-first content as a means to boost visibility and engagement on platforms like YouTube and LinkedIn. He underscores the significance of sustainable content production processes, encouraging businesses to think of their content as "TV shows for their market." He also discusses the challenges and rewards of early adoption, urging companies to establish their presence in the podcasting space regardless of perceived saturation. Throughout the discussion, Erik provides practical advice for businesses of all sizes on how to effectively structure their content teams. He outlines the roles of the thought leader, content architect, and production team, emphasizing the importance of having a cohesive strategy to maximize impact. By leveraging platforms like Riverside and focusing on shorter, impactful content pieces, even resource-constrained businesses can make their mark. Erik encourages listeners to embrace change, prioritize authenticity, and tap into the incredible potential of video content in today's marketing landscape.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #videocontent #contentstrategy #youtube #video #podcast______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Erik JacobsonConnect with the hosts:Evan HughesSteph Crugnola

Evan Hughes and Ciara Hopkins host Libby Schell to discuss the 2025 playbook for Paid Social and LinkedIn ads. They explore the robust targeting capabilities of LinkedIn, revealing how businesses can harness this platform to maximize brand awareness and demand generation, but also advise against common missteps when approaching this expensive platform.Ensuring effective B2B marketing involves understanding and leveraging LinkedIn as a powerful tool for precise targeting and audience engagement. The discussion covers essential strategies like audience segmentation through job titles and functions, optimizing campaign objectives for different outcomes, and the impact of localization on ad performance. Libby shares her decade-long expertise in platform evolution, advising on the merits of Reach vs. Engagement campaigns, and emphasizing the importance of dynamic UTM parameters for measuring success.As the conversation unfolds, Evan, Ciara, and Libby shed light on using advanced LinkedIn features like revenue attribution reporting and the company engagement tab. They dig into optimizing advertising spend and understanding the critical metrics that matter most for campaign success. Dive into this illuminating session to grasp comprehensive, actionable insights that can transform your approach to LinkedIn advertising.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsLibby SchellConnect with the hosts:Evan HughesMegan Bowen

Welcome to a weekly check-in where I (⁠⁠⁠Steph Crugnola⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week we ask: what are your pressing marketing questions that we can answer, and who do you go to when you need an expert?

Steve Voith, VP of Revenue Marketing at Kyriba, joins Evan and Steph to talk about his career journey in Demand Generation. Steve discusses his journey from a novice marketer to a seasoned professional, sharing critical insights into the evolution of demand generation and the significant impacts of various learning experiences throughout his professional life. As Steve dives deep into his career milestones, he emphasizes the importance of adaptability and leveraging technology to stay ahead in the fast-paced marketing industry.A pioneer of the Demand Gen title, Steve focuses on the technological advancements in CRM systems and how they redefined lead management and marketing strategies, as well as challenges and opportunities that come with being a demand generation leader in diverse environments, from working in-house to consulting with agencies. Steve highlights the changes in marketing technologies, the need for effective communication strategies, and the importance of using data to drive business decisionsEpisode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Steve VoithConnect with the hosts:Evan HughesSteph Crugnola

Welcome to a weekly check-in where I (⁠⁠Steph Crugnola⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week we ask: What communities are you part of as a marketer that help you connect and get support in this chaos landscape?

Garrett Ira, founder at Method, joins Evan and Steph to talk about his journey to becoming a Solopreneur - the successes, challenges, and everything in between. Garrett shares his unique experience of coming from an entrepreneurial family, which set the tone for his career in marketing. He talks about his transition from agency work to in-house roles, eventually leading him to launch his own company, Method. Garrett talks about the essential tools and community support structures that have helped him thrive as a solopreneur. The episode also addresses the emotional and strategic aspects of running a marketing-focused business, highlighting Garrett's practical business insights and lessons learned from past experiences. Through an open narrative, Garrett explains the significance of transparency, networking, and mastering the fundamentals. He emphasizes the importance of embracing financial acumen and identifying growth opportunities in the evolving landscape of marketing and business development.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #entrepreneurship #solopreneur #entrepreneur ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Garrett IraConnect with the hosts:Evan HughesSteph Crugnola

Welcome to a weekly check-in where I (⁠Steph Crugnola⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week we ask: Does a graph tell the whole story? Probably not. Take a step back and make sure you're showing the bigger picture. Check out Evan Hughes' LinkedIn post that I mention here.

*from Building with Buyers*Megan Bowen is CEO at Refine Labs. Refine Labs is a demand gen agency for growth stage and enterprise B2B SaaS companies. Also check out Ep. 78 "Hire For Customer Success, Not Customer Support."Here's what we cover:Brand, Demand, and ABM. What's your approach to client work;I'm exploring the role that customers play in helping startups build to the next round - how have you seen this play out with companies you work with;What's changed about how buyers buy today, and what's still the same;Customer research is core to the work I do with my clients - how do you handle customer research at Refine Labs;How are you using AI, and what's your take on where it's going;Early stage startups testing paid ads, what's your advice (HINT: it's an expensive experiment, you need at least $3M-5M ARR);What's the biggest challenge for companies you're working with right now;Megan asks me her burning question.Megan on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/meganwhitebowenRefine Labs: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.refinelabs.comFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.Music by my talented daughter.Anna on LinkedIn: ⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠

Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week is all about about niching down and clarifying landing pages, inspired by the Called to Action conversation with Tas Bober. Join me as I work to niche down my LinkedIn content and clarify our podcast 'about' section.

Tas Bober, Co-Founder of The Scroll Lab, joins Evan Hughes and Steph Crugnola for a discussion focused on finding your niche in your career and on your landing page.  Tas starts by talking through her evolution from an aspiring writer to a digital marketing expert, propelled by her early career experiences. Stressing the influence of pivotal mentors and their often brutally honest advice, she walks through the process of finding a specific niche in landing page consultation. Tas candidly shares her insights on staying adaptable, networking's intrinsic value in marketing, and the importance of having a distinct perspective to stand out in a saturated market. Ultimately, her story is a testament to chasing authenticity and passion, serving as motivation for marketers to embrace change and innovation.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #landingpages #writing #ads #niche______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Tas BoberConnect with the hosts:Evan HughesSteph Crugnola

Welcome to a new weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week is all about ABM! Inspired by the recent B2B Marketing Roundtable, we sent out and are testing a template to narrow down ABM audience tiers, trying to solve for this audience's pain points, and focusing our podcast messaging.

Evan Hughes hosts Judy Sheriff, Ciara Hopkins, and Scott Schilling on this ABM deep dive.They cover:Defining ABM: All our hosts agree that ABM should be seen as a comprehensive alignment of marketing and sales strategies tailored to target specific accounts by understanding ICPs.Tools: Organizations don't always need expensive tools like Demandbase or 6sense to initiate ABM. Utilize existing CRM systems and focus on high-quality data analysis.Collaboration: Successful ABM demands alignment between executive leadership, sales, and marketing teams to ensure strategies are mutually reinforced across all channels.Measurement: Engagement metrics provide valuable insight, yet they must be clearly defined and agreed upon within the organization to effectively ascertain ABM success over time.While also taking audience questions, the hosts reinforce that without foundational alignment and clear objectives, ABM strategies will fail. It's vital to establish a realistic timeline, get full leadership buy-in, and have dedicated resources to guide strategic ABM initiatives in order for them to be successful. Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #ABM #roundtable #marketingexpert #accountbasedmarketing______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Judy SheriffCiara HopkinsScott SchillingConnect with the hosts:Evan HughesMegan Bowen

Welcome to a new weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week is all about experimentation, based on this week's episode of Called to Action featuring Canberk Beker.

Canberk Beker, founder of ROASted, joins Evan Hughes and Steph Crugnola for a discussion focused on the importance of consistent and ambitious experimentation.  Canberk describes his shift from traditional B2C marketing to embracing experimental strategies, emphasizing the significance of pushing boundaries to foster growth.He shares is personal experiences and challenges in advocating for experimentation, especially within the constraints of B2B environments that often prioritize direct metrics like cost per lead over innovative tactics. Highlighted by the stark comparison between B2C and B2B methodologies, this episode delves deep into how his bold moves and risk-taking have led to groundbreaking strategies, such as successfully tapping into competitive keyword spaces and leveraging user-generated insights. As he recounts his various experiments, both successful and unsuccessful, Canberk stresses the critical role of data-and intuition-driven decisions, ultimately inspiring marketers to push past traditional limits to achieve significant breakthroughs in their campaigns.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #experimentation______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Canberk BekerConnect with the hosts:Evan HughesSteph Crugnola

Libby Schell, Refine Labs Demand Generation Manager, joins Evan Hughes and Steph Crugnola for a discussion about leading with empathy and humanity in ad creative.  Libby shares her unique path from a strategic communications graduate to a demand generation expert in the B2B SaaS domain. She focuses on how she has worked to balance creativity with marketing strategies to craft compelling ad content that resonates with audiences beyond cliche business jargon.She spotlights the importance of empathy and human-centric creativity in B2B marketing, examining how her artistic insights fuel her advertising and messaging tactics. To cap it off looking forward, Libby discusses some of the nuanced difference between AI and human creativity as we head into the future of marketing within the digital landscape. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #empathy______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Libby SchellConnect with the hosts:Evan HughesSteph Crugnola

Megan Bowen and Evan Hughes host Ashley Lewin and Steph Crugnola in a roundtable discussion of how to create a sustainable, unique content strategy. They cover:Building a unique point of view in content strategy is crucial for differentiation and capturing audience attention.Consistency in content distribution helps build trust and establishes the brand as a credible source of information.Integrating different content formats (video, text, visuals) can effectively engage diverse audiences.Authenticity and humanized content resonate more with audiences than overly polished or curated posts.A well-developed strategic narrative, based on understanding big changes in the market, can align messaging across all company communications.In addition to valuable insights and questions from the live audience, Megan, Evan, Ashley and Steph share their personal strategies for keeping up with content production as well as the Refine Labs strategy. Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #content #roundtable #marketingexpert______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ashley LewinSteph CrugnolaConnect with the hosts:Evan HughesMegan Bowen

Sam Kuehnle, VP of Marketing at Loxo, joins Evan Hughes and Steph Crugnola for a discussion about taking on a leadership role in Demand Creation and how to make an impact.  The discussion focuses on evolving demand generation strategies, the interplay between lead generation and demand creation, and how Sam transitioned from agency work at Refine Labs to a leadership position. Throughout, Sam offers insights into planning effective marketing strategies in a rapidly changing digital landscape.The conversation begins by exploring Sam's marketing journey, from his foundational experiences in a family-run agency to working as an account development representative in SaaS, highlighting his shift from the predictable revenue model to a demand-focused approach inspired by Chris Walker. Sam also shares invaluable advice on stakeholder management, emphasizing the necessity of aligning marketing strategies with overarching business goals. He discusses methodologies for generating quick wins, such as optimizing Google Ads and refining audience targeting, providing practical insights into sustainable marketing practices. The episode concludes with forward-thinking strategies and preparing for the future of marketing, stressing the importance of adaptability and continuous learning.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Sam KuehnleConnect with the hosts:Evan HughesSteph Crugnola

Ciara Hopkins, VP of Demand Generation  at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about leads: leads are not all created equal, and Ciara talks through why, and how to address it.  Ciara starts by talking through her journey, starting as an SDR constantly questioning the ‘why' behind instant calls and emails to new leads. She highlights the transformation she witnessed and became part of in marketing, moving from traditional lead gen to a demand gen approach.  As a marketer, Ciara emphasizes the crucial role of UTM tracking and high versus low intent categorization in driving marketing efficiency. She highlights the importance of understanding the entire customer journey by collaborating with sales and operational teams to enhance data integrity. She also breaks down the industry's shift toward recognizing the value of brand awareness efforts and the necessity of meaningful KPI development to measure these initiatives effectively. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #CRM  ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our NewsletterConnect with the guest: Ciara Hopkins Connect with the hosts: Evan Hughes Steph Crugnola

Megan Bowen and Evan Hughes host Ciara Hopkins in a roundtable discussion of paid ads, nailing down when is the right time to start investing.  They cover: Defining your ideal customer profile and target market Developing your strategic narrative Building a website that converts traffic into sales conversions Aligning Marketing and Sales In addition to valuable insights and questions from the live audience, Megan, Evan, and Ciara detail each of these milestones, how to get started with building up to them, and how to know when you've hit the right place to start investing money effectively into paid ads.  Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #paidads #roundtable #marketingexpert ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Ciara Hopkins Connect with the hosts: Evan Hughes Megan Bowen

Ashley Lewin, Senior Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about attribution, and how to bridge the gap traditional software based attribution can leave in your understanding of your customers.  Ashley starts by breaking down each attribution model, including first touch, last touch, multi touch, and self reported, highlighting the strengths and gaps left by each. Then she breaks down the hybrid attribution model, walking through first steps on how to implement and utilize the data insights it can give. Ashley stresses the importance of viewing attribution as a compass to get you close to your destination, rather than a definitive answer, and how staying flexible and curious can help keep you better up to date with the rapidly changing landscape in marketing.  Episode topics: #marketing, #attribution, #demandgeneration, #selfreportedattribution, #B2BSaaS, #digitalmarketing #CRM  ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Ashley Lewin Connect with the hosts: Evan Hughes Steph Crugnola

Kerri Amodio, Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on why (and how) you should start ungating your content.  Kerri starts by explaining how lead generation tactics have become more and more outdated as the market and technology keeps growing and changing. She highlights the necessary shift that marketers need to make towards adopting a demand generation mindset and creating a consistent demand for products and services rather than just generating leads.  Kerri lays out several tactical strategies for effectively measuring and repurposing high-value content. She also stresses the growing importance of building trust and credibility with audiences by delivering authentic and ungated content—content that is open and accessible without barriers such as gated forms or sign-ups, thus fostering a more genuine relationship with the audience. Episode topics: #marketing, #content, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #gatedcontent  ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Kerri Amodio Connect with the hosts: Evan Hughes Steph Crugnola

Aaron Weekes, Performance Marketing Manager at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on the program he launched on his podcast to help job-seeking marketers work on their content and storytelling.  Aaron shares his personal story with finding himself looking for a new role, and how making connections through content helped him narrow down his search and eventually land his position at Refine Labs. He focuses on the storytelling aspect of marketing, and how generating consistent content on LinkedIn or other platforms can help prospective companies learn more about you before you even apply.  Episode topics: #marketing, #podcasting, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #interview #jobsearch ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Aaron Weekes Connect with the hosts: Evan Hughes Steph Crugnola

Megan Bowen, Refine Labs CEO, joins Evan Hughes and Steph Crugnola for the premiere episode of Stacking Growth: Called to Action. On this season of Stacking Growth, we're featuring marketing leaders who've been called to make a change, and inviting them to share their journey - the highs, the lows, and everything in between.  Megan reflects on the major shifts happening in B2B SaaS companies right now, having moved from the “Growth At All Costs” mindset into a “Profitable, Efficient Growth” mindset as well as the transition through buying Eras from Analog to Website to Dark Social, and now into AI.  She talks about how Change Management is necessary for companies to succeed in moving into the modern era of marketing, especially midmarket enterprise organizations that have been operating successfully for a long time in the Website era. She outlines the crucial steps for navigating change management effectively: assessing reality, updating brand positioning, and phasing into new digital strategies, and how Refine Labs excels at facilitating this process.  Megan shares the darkest moments along her journey, how she was able to push through to grow stronger, and a message of hope in embracing your humanity to find your marketing superpowers.  Episode topics: #marketing, #changemanagement, #demandgeneration, #AI, #B2BSaaS, #digitalmarketing __ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Megan Bowen Connect with the hosts: Evan Hughes Steph Crugnola

From Metrics & Chill: “In this Metrics & Chill interview we hear from Megan Bowen, CEO of Refine Labs, a progressive demand strategy and research firm focused on growth-stage B2B SaaS companies. She shares how they leverage historical data to help their clients get more customers. When they start working with a new client, the first thing they do is conduct what they call a "revenue performance assessment." Key Takeaways: Revenue Performance Assessment: Refine Labs conducts an in-depth analysis of historical CRM data to optimize demand generation strategies, focusing on lead pipelines and closed-deal analytics. Prioritizing Attribution: A blend of software-based and self-reported attribution provides a more comprehensive understanding of the lead-generation journey, particularly highlighting critical insights for demand creation programs. Identifying Growth Levers: Key growth drivers often include improving lead conversion rates and paid social advertising effectiveness, helping companies leverage their strengths for better outcomes. Consistent Review Process: Businesses are encouraged to perform revenue assessments every 9 to 12 months to refine strategies and adapt to evolving market conditions. Common Challenges: Common pitfalls among companies include overspending on paid search and ineffective social media strategies, areas where Refine Labs offers guidance to boost efficiency. See full videos and more on our ⁠YouTube channel⁠ Stay on top of all Refine Labs news and events by ⁠subscribing to our newsletter.⁠

CEO ⁠Megan Bowen⁠ and VP of Marketing ⁠Evan Hughes⁠ hosted Director of Demand Generation Kerri Amodio to walk through the shift from a Lead Gen to Demand Gen strategy, especially focusing on the complexity of making the transition in a larger organization. They explored how to build a compelling business case using historical data, manage the change process effectively, and guide your organization through a mindset shift, and gave insights on the phases of GTM transformation and how to influence leadership buy-in. Key Takeaways: Transitioning from lead gen to demand gen involves understanding current state, obtaining leadership buy-in, and segmenting changes into manageable phases. A deeper focus on demand creation, in addition to demand capture and conversion, helps companies sustainably grow their market share over time. Leadership alignment and clear communication, bolstered by data-backed business cases, are essential for successful change management. Emphasizing customer experience as a marketing strategy can significantly enhance word-of-mouth referrals and overall brand reputation. Demand creation strategies should focus on solving real customer problems and delivering unique value propositions through the right digital channels. See full videos and more on our YouTube channelStay on top of all Refine Labs news and events by subscribing to our newsletter.

CEO Megan Bowen and VP of Marketing Evan Hughes hosted Demand Generation Manager Ryan Olestro and Senior Performance Marketing Manager Malin Wijenayake to discuss paid search efficiency and how to stop overspending.  They dive into key tactics for improving paid advertising strategies, focusing on recognizing budget inefficiencies and balancing spending between Google Ads and Paid Social. They cover setting up effective conversion tracking, differentiating between competitor and branded campaigns, and adjusting to changing search dynamics. The discussion provides practical strategies to boost ROI and adapt marketing efforts to changing digital landscapes. The panelists share insights on experimental approaches to Google Ads, such as optimizing for conversion value, using dynamic search ads, and writing effective ad copy. They stress the importance of evolving ad strategies in response to AI technologies and highlight the need for ongoing testing and adaptation to remain competitive in digital marketing.  Key Takeaways: Implement effective conversion tracking by integrating UTMs into your CRM system to accurately assess keyword and campaign performance. Balance your budget between demand capture and demand creation strategies to avoid overspending on Google Ads and invest in medium to long-term brand building. Structure non-branded campaigns by separating high-intent keywords from low-intent keywords to ensure efficient budget utilization and targeting. Experiment with dynamic search ads and competitor campaigns to glean insights into consumer behavior and identify new keyword opportunities. Continuously refine ad copy and remain flexible with Google's evolving algorithms and SERP formats to maintain a competitive edge in a changing digital environment. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

CEO Megan Bowen and VP of Marketing Evan Hughes hosted VP Of Demand Generation Ciara Hopkins, and Senior Director of Demand Generation Matthew Sciannella to dive into the 2025 planning process.  Through the event, they addressed significant trends in the digital marketing space, emphasizing the need for adaptability and smart investment. Key topics include the saturation of B2B advertising platforms like LinkedIn, the critical role of content strategy, and the value of aligning business fundamentals with modern marketing tactics in order to enable your company to optimize its growth trajectory in an increasingly competitive market. Key Takeaways: Core Shifts in B2B SaaS: The landscape has changed significantly post-pandemic, emphasizing the need for updated digital strategies that focus on long-term growth and adaptability. The Role of Data in Planning: Historical data analysis and common sense are key components of setting realistic, data-driven marketing goals that align with business objectives. Importance of Brand Awareness: Despite the pressure for immediate ROI, investment in brand awareness is crucial for sustained business growth and should accompany demand generation efforts. Content Strategy as a Differentiator: A well-rounded and strategic approach to content creation, focusing on different stages of the customer journey, is essential for engaging potential buyers. See full videos and more on our YouTube channelStay on top of all Refine Labs news and events by subscribing to our newsletter.

Kerri Amodio, Director of Demand Gen, delivered a Keynote and Q&A session for SMX Masterclass. She focused on how businesses can leverage AI tools like ChatGPT to optimize their marketing campaigns. She emphasized the importance of using AI not merely to save time but to enhance the quality of marketing efforts, improve messaging, and boost revenue.  The discussion details the use of AI for refining ideal customer profiles (ICP), crafting compelling ad copy, and designing personalized marketing strategies. Kerri articulates the nuances of using tools such as ChatGPT, Microsoft Copilot, and Google Gemini in creating targeted, effective paid media campaigns. The conversation covers the importance of understanding customer data, competitor analysis, and the integration of AI in crafting messaging that resonates with specific audience needs. With insights on the ever-evolving landscape of digital marketing, listeners are guided on how to stay ahead of the curve with AI-enhanced strategies that deliver tangible results. See full videos and more on our YouTube channelStay on top of all Refine Labs news and events by subscribing to our newsletter.

Triana Mills, VP of Creative, joins Steph Crugnola on Stacking Growth Snacks to break down the differences between a Creative Strategy Package and a Creative Execution Package. She details what's included, who would benefit most, and the timeline investment you'd be looking at for each package. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Evan Hughes and Steph Crugnola joined Corey Kossack of Aspireship on the Startup Skills Podcast to talk about the four essential roles in building a podcast. From Startup Skills Podcast: The second episode of the Startup Skills Podcast, Corey engages with Evan Hughes and Steph Crugnola from Refine Labs to discuss podcasting as a growth strategy for B2B tech companies. They explore the importance of podcasting for brand storytelling and audience engagement, emphasizing the need for a clear strategy and intention behind each episode. The conversation covers essential roles for podcast success, including the architect, host, creative, and distributor, and offers practical advice on developing these skills within a team. They also highlight the significance of content distribution across various platforms and building a strong network in the podcasting space.

Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she guides listeners through specific talk tracks that can help convince leadership to make the change. She highlights the most important benefits of switching to a Data Democracy to make it attractive to your C-Suite and stakeholders. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Our September Expert Session, featuring Malin Wijenayake and Chris Walker, focused on YouTube Ad Strategy! Through the session, they covered: tools for measuring impact most efficient targeting options for each ad type options for developing ad creative successful examples of current ads benchmark metric goals and examples ...and more!    If you want to watch the full video, you can access it here on our YouTube page.   And, if you enjoy these sessions, make sure you mark your calendars for what's coming in Q4: B2B Marketing Roundtable w/ Refine Labs —a live, three-part series to help you fine-tune your 2025 strategy and make the most of your paid media. Our CEO, Megan Bowen, VP of Marketing, Evan Hughes, and other Refine Labs experts will be talking through the practical stuff that really matters when it comes to your 2025 plan.   Here's what we'll cover: October Session: Goal Setting for 2025 – How to plan for success without locking yourself into something rigid. November Session: Paid Media Efficiency – How to stop overspending and get more from your budget. December Session: Driving Real Change in Your Go-to-Market – How large organizations can make impactful, lasting changes.  

In our August Expert Session, Chris Walker and Matthew Sciannella spent an hour delivering detailed analysis, actionable feedback, and tips on repurposing website content for ad creative.    Key takeaways include: The transition from paid search to paid social requires a deep understanding of platform user behavior and creative messaging strategies. Existing web content like feature pages, case studies, and product updates are the best starting points for repurposing into engaging ad formats such as carousel ads and short-form videos. Use metrics like dwell time on LinkedIn to measure the engagement of your content and adjust strategies accordingly.   If you missed the event, you can access it here on our YouTube page. You can also find previous months' Expert Sessions including Marketing in Competitive Categories, featuring Kyle ColemanScaling a Demand Engine, featuring Alice De Courcy Leveraging Social and Community to Create Demand, featuring Dave Gerhardt

Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she talks about the important tools to refresh and rely on when building a Data Democracy. She covers how to make sure your self serve data tools and CRM are user friendly and accessible, aligning measurement and metrics between sales and marketing, and when to bring in an objective, third party agency to help kickstart the process. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our July Expert Session, Chris Walker was joined by Tom Wentworth, CMO @ Recorded Future, to talk about GTM programs and Marketing ROI. Their discussion focused on guiding marketers aspiring to senior roles, offering rich insights into account selection, demand creation, and the relationship between marketing and finance. Tom emphasizes the importance of narrowing down account focus, even for large enterprises, suggesting that a smaller, targeted set of accounts can yield better results. They dig into practical challenges and solutions in demand creation, attributing their lower cost per opportunity to a more strategic allocation of marketing spend. Tom's advocacy for direct mail as a unique, effective tactic highlights an often-overlooked channel. Moreover, the value of robust financial relationships, notably with the CFO, and the innovative use of a news organization to drive engagement and brand authority are discussed in depth. Then, they spent time on listener questions, going into the specifics of Direct Mail tactics and messaging. 

Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she talks about what Data Democratization is, what it looks like within a company, and the benefits it can bring for your teams. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Evan Hughes joined Stacey Danheiser and Sarah Breathnach on a live Rev Genius event focused on delivering effective strategies for scaling companies. They address how to stand out in competitive markets, define ideal customer profiles, leverage content creation, and harness AI in marketing.  Packed with actionable advice on aligning sales and marketing teams, optimizing marketing metrics, and fostering effective communication with executives, this episode is a must-listen for anyone navigating the fast-paced world of demand generation and startup growth. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Libby Schell and Malin Wijenayake join Steph Crugnola on Stacking Growth Snacks to deliver a masterclass on remarketing and retargeting. In this episode, they cover Experimentation - how to stay ahead of the game, create new campaigns with existing content, playing with format and where they see things heading in the future. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

From the Founder-Led Marketing Show:  “Megan Bowen is the CEO at Refine Labs. Refine Labs allows you to launch, optimize, and scale digital strategies to improve key metrics: pipeline, revenue, and reduced customer acquisition costs. In this episode we are talking about:  - The Biggest Challenge from COO to CEO - The CEO LinkedIn Playbook - How to Convince Executives to Post on LinkedIn -The Impact of Founder-Led Marketing on Brand Awareness - Selling to Different Market Segments” See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.